Maximise the First Engagement
When you are paying less than $2 for a mobile app then these purchase in most cases are throw away. It is no surprise that according to a report completed by Localytics 26% of mobile Apps are only opened once. While this report profiles users in 2010 it would be safe to conclude that this result has not improved in 2011.
The key to the mobile App is not to drive downloads but engagement and an App has to build a user base before it is valuable to advertisers or has enough scale to attract attention from major corporate partners. While a long term strategy to ensure engagement is critical to the success of any App you must also consider how to maximise the first experience. If you do not take the user straight to the best features of the App in their first engagement your opportunity to truly engage the user may be lost.