At 8 o’clock in the morning on October 30th, 2009 (read: 5pm tonight, Pacific Apple Time) , the doors of China Unicom’s retail stores opened to the Chinese populate and offered 5 Million new iPhones into the global marketplace. While the launch got mixed reviews, amongst concerns of the disabled Wi-Fi features, a hefty price tag and the fact that rabid iPhone fans already were probably using one of the two million gray market iPhone in the country, the fact remains – the largest wireless market in the world now has open access to the iPhone.

So what does this mean for app developers? While many developers have always traditionally focused on the US as the only major iPhone market that matters, and with that English as the only major language – a major non-English speaking country poses an entirely new set of challenges.

I’ve already seen a number of sites  pop up that would be happy to do a direct translation of your app. I’m sure many of them are quality sites with quality native translators. Make sure you do your homework however – a second rate translation can be spotted by a native speaker of any language a mile away. (Anyone else remember the English to Spanish translation of “Got Milk” that led to billboards that screamed out “Are You Lactating?”). Never try to use a free online translation program to perform your app translations. While they may work for single words, they are not designed to be able to properly navigate grammatical structure.

Translation of your app however, is only the first step. You must also translate your app description page (often providing it in two languages can be benifical) and app name. A potential client last week contacted me from Russia with a checkers based game app that use the Russian work for checkers as part of its title. I see where they are going with this – but the reality is, I would never be able to spell it if I was searching for it.

Oh yes – let us not forget search.

Search is one of the most important functions to getting your application found. Your keywords are of utmost importance to how your app fares in any of the app stores around the world. Unfortunately, doing well in search in other countries is not as easy as taking your English keywords and translating them to another language. Search is about understanding how someone in that country will think – and in understanding how they think, also understanding how they navigate to find a product. What makes a perfectly logical search string for you may not make any sense when translated, and as we know – the app store only recognizes direct keyword matches.

Every market is different, and every country has different needs. Did you know that in China there will be not one, but two app stores? Yup – the one from Apple and the one operated by China Unicom. Did you know that writing in red lettering indicates the writer will die soon? That three (and multiples of three) are considered lucky numbers, but four signifies death? (4! sorry… had to do it). Oh yeah, and white, blue, black, storks, cranes, clocks and handkerchiefs also are associated with death. (Are you dizzy yet?)

Promotion in China will be its own hurdle. PR is handled differently, as are blogs. There are new forums to reach out to as well. Are you ready?

All this to say that Appency is happy to announce we have a partnership on the ground in China and will be happy to assist in your localization into this new market with all of the above. The time is ripe – before the app store gets too crowded – to make your mark in the Far East!

 In a major policy shift, Apple has emailed developers today announcing that they were lifting the ban on in-app-purchases from free apps. Previously, the only time you were allowed to upsell additional content from within an application was for applications that were pay-to-download. In their email Apple states

"In App Purchase is being rapidly adopted by developers in their paid apps. Now you can use In App Purchase in your free apps to sell content, subscriptions, and digital services.

You can also simplify your development by creating a single version of your app that uses In App Purchase to unlock additional functionality, eliminating the need to create Lite versions of your app. Using In App Purchase in your app can also help combat some of the problems of software piracy by allowing you to verify In App Purchases."

This drastically changes the business models and marketing tactics for a number of developers, and introduces other potential developers into the mix. Developers no longer need to offer a limited "lite" or free version of their application and another version that is paid – the free version can be made to upgrade via in-app-purchase to have all the capabilities of a paid app.

This also will have a dramatic effect on app raking charts. I can see more developers simply not creating a "paid" version of the app – and always starting their apps at the free level. This will potentially make the free app charts much more competitive then they already are – and the paid apps chart much less.

You also have to wonder what this will do to apps that like to go on sale from time to time. If the app is already free.. there is no need to lower the price.

BEWARE INTREPID DEVELOPER – It may be easy to get carried away with in app purchase and start attaching micro payments to every possible add-on your app can offer. Remember – you are playing with a consumers pocket book – and iTunes gives the consumer quite a bit of shout-out power to cry foul if developers start to come across as nickel-and-dimeing their customers to death. Be clear in your app descriptions what content is free, and what content will require an additional payment. There’s nothing that will elicit a bad review from a consumer faster then offering something that looks free…. and then requiring them to pay to actually get it.

In-app-purchase is still subject to the same payment and pricing models as always, and Apple will still be getting their 30%.