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The launch of Pokemon Go has proved itself a success. In only one and a half month, the game has broken Apple download records and it is rumored to help Apple get a $3 billion boost this year. Once it becomes available in more countries, the game certainly can reach a higher peak.

Given the success story of Pokemon Go, many companies are believed to rush into the world of augmented reality (AR) thanks to its great potential. It’s true that the technology of AR is one of the factors that have contributed to the success of this game. But like any other great apps and games, the continuation of its success relies on not only the technology or game concept but also other traits and app quality strategy from the team.

In this blog we’ll look into a couple of things that the most successful companies or the teams behind mobile apps and games would do.

What makes mobile apps and games continuously succeed?

Do faster releases with new features

The bar of users’ expectations has been set much higher than before. When your app or game just gets to end users’ smartphones, they are already expecting new things in the coming releases. And the timely releases of new features certainly help you hook your end users to stick around with your apps or games.

In today’s competitive mobile market, organizations have realized that they need to accelerate the pace of mobile app and game releases to meet customer expectations. A slow-to-market may cost a bank or a gaming company thousands of hundreds of annual revenue. But many companies have been struggling with the challenges of achieving faster releases.

Strategy to be considered:

Accelerating the pace of go-to-market requires app developers and game studios to adopt new technologies and methodologies. Higher frequency of releases means more testing tasks to avoid poor quality of apps or games. In that regard, test automation plays a significant role in your mobile strategy.

Along with test automation, you also need to make sure your tests are executed on multiple devices in parallel. With one test script, you can test your project on hundreds of real Android and iOS devices easily and repeat it at no cost.

To start you need to figure out how and what tests to automate. A common scenario is that you can start with a small number of test cases and automate them to verify if they can be executed in parallel.

Always cover new devices and OS versions

The mobile market may change as quickly as the rank of App Store or Google Play. You may find it hard to keep up with the releases of new devices from every major smartphone maker or the updates of the OS versions from Android and iOS. However, your users never care about the hardness of getting apps compatible with the latest HW and SW.

Many companies find it challenging to keep up the pace of new devices and OS versions, as acquiring a single new device and adding copies of different variants quickly burns the budget and health of the company, regarding of Enterprises or SMEs.

Strategies to be considered:

Instead of investing in every single device and variant, organizations can choose to subscribe to an on-demand cloud-based device farm. The benefits of this strategy are that with a monthly fixed cost you not only have the first access to the latest devices and operating systems, but also any other old popular devices on which your end users have your apps installed on.

At the same time of revenue generation, your business can be running healthily to pay a small amount of fixed fee to a third party vendor without the risk of going bankrupt at the early stage.

Take into account the real user environment

End users get access to apps or games in any circumstances – 3G/4G, GPS location, the strength of the signal, low memory, interruptions during the app interaction, etc. Many organizations are figuring out a way to replicate the same use case as their users to improve the user experience at best. But it’s hard to achieve this in a public environment with shared devices, as a cloud-based platform is usually predefined in a neutral way so that every type of apps can be tested without meeting any limitations.

Strategies to be considered:

Companies can build an in-house solution to mimic the real user environment and achieve the best user experience. When it comes to an in-house solution, there are two options – homegrown mobile test labs or the mobile test labs powered by more robust technology.

Investing time and efforts in a homegrown test lab may only give you a very low ROI – restrictions on the test parallelism, the stability of the system, the device concurrency, the support of different open source frameworks, etc. All of these will extend the time-to-market.

Conversely, it’s much easier to adopt a commercial in-house solution. All you need to do is to get essential hardware, set them up and get the solution delivered to your environment. A robust and reliable commercial in-house solution should give you the plug-n-play magic and enable you to start mimicking the real user environment shortly.

Lingkai Shao

Marketing Manager