A great mobile app starts with a good concept, but making that concept a reality is a complex process. Native mobile applications present brand owners with an unprecedented opportunity to connect with their customers – yet most are used a handful of times before they are forgotten or deleted altogether. In order to stake their claim on the most valuable real estate in the world – smartphone and tablet desktops – brands needs to fully understand the mobile application lifecycle and the steps that produce an app that is frequently downloaded and frequently used.

iCrossing's Mobile VP, Rachel Pasqua, takes attendees through the phases of the mobile app lifecycle including the essential pre-launch content planning and development phases and the essential post-launch combination of Bought, Earned and Owned media that ensures optimal app store search visibility and downloads. Attendees will learn tried and true techniques for developing truly engaging mobile apps as well as valuable techniques for driving discoverability and achieving a competitive rank in the increasingly complex mobile app ecosystem.