Apple?s purchase of Chomp, an application that helps users find relevant mobile apps based on their interests, is proof that as apps continue to be popular marketing components, developers need to think critically about ways to get them noticed.

Apple?s acquisition also has the possibility of helping developers monetize their mobile efforts by including mobile search into app results. The move is also a hit on Google?s Android platform as Apple fights to be top dog in consumer mobile devices.
 
?Basically what Apple is buying is a defensive strategy to take something away from Android,? said Mark Beccue, senior analyst at ABI Research, New York.

?But more importantly, it is buying space around an auction-based keyword platform to help its developers monetize,? he said. 

App search
One of the main challenges mobile app marketers and developers have always faced is how to get their app discovered.

Apple?s App Store is estimated to have more than having more than 500,000 apps, showing that consumers are increasingly downloading applications to their mobile device. However, the huge number of apps also makes it difficult for consumers to find things they are interested in.

The Chomp app is available for iOS and Android devices and lets consumers find apps by category, price and popularity.

Apple?s buy will most likely knock out the Android version of the app, which will make it more difficult for Android users to find relevant applications.

Additionally, Chomp is currently testing a private beta platform that functions similar to Google?s AdWords that lets developers buy specific keywords that will help apps rank in search results.

Therefore, Chomp?s technology could be used inside Apple?s App Store to help apps get increased exposure with search marketing.

Apple has already invested in recommendation technology with its Genius tools that use a consumer?s download history to find relevant apps for them. However, Genius still lacks in making mobile content relevant to a specific user. 

The Chomp deal is proof that Apple has realized that in order to keep up with companies that are rapidly developing, app promotion is a key part of a mobile strategy and it is no longer enough to release an app and hope it gets noticed by consumers.

?The challenge is that apps cover a broad range of things, so unless you know what you are looking for, discoverability is difficult to get,? Mr. Beccue said.

?Apple was missing this piece because the App Store is so big and by adding search terms it makes sense that they will benefit from it in the store,? he said.

The deal could also change the way that apps are discovered by adding social media and Web to the mix.

"This ups the ante for everyone involved in merchandising applications," said Karl Stillner, CEO of Appolicious, Chicago.

"Apple is acknowledging that app discovery is suboptimal right now and is taking very aggressive steps to improve it for their ecosystem," he said.

"It is the first step in moving away from a leaderboard-driven marketing ecosystem where top apps are discovered because they are the most downloaded - a self-fulfilling cycle."

Apple?s bite
Although Apple was once the catch-all for brands and companies looking to roll out an app strategy, Android has quickly picked up speed, creating a debate over which platform to develop for first.

Depending on a company?s audience, brands might also consider developing for Windows Phone and Research In Motion as first steps into mobile.

With a discoverability aspect, marketers might consider going the Apple route first if they can actively promote their apps in the store.

Additionally, by realizing that the number of apps available are impossible to sift through, Apple is getting a leg up on its competition.

The acquisition will also help newer apps become visible in Apple?s App Store. Apple uses a list of the top 100 downloaded apps to promote in its store, making it hard for users to discover different apps.

For example, popular apps such as Angry Birds, Facebook and Words with Friends consistently rank as the most downloaded apps and makes it difficult for other apps to crack through the top 100.

?The most important takeaway from the acquisition is that Apple has recognized there is an issue with discoverability ? and having more than 500,000 apps will do that ? and feels it must be addressed,? said Josh Martin, director of app research for the global wireless practice at Strategy Analytics, Newton, MA.

?We feel that this issue could be a differentiator amongst the stores moving forward so it could position Apple well for the future ? assuming the integration goes well,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York