When you have performed a thorough market research, it will tell you what the market wants, what is not yet available on the market and what you should do to penetrate the market.
Be A Leader Not a Follower
You have to adopt the Japanese mentality of how to penetrate the intended market. Take for instance, when the Japanese wanted to sell cars, they bought cars from Europe and the US and studied the cars. From the analysis, they concluded that they can make cars cheaper with the same accessories and features. They started manufacturing their own cars and marketed them worldwide. This is how Toyota, Honda and other Japanese brands emerged.
The defining factor for the Japanese was that they could give the same thing at a lower price. The same can be said for any other product. If you sell any product that is similar to others in the market but is cheaper, you will penetrate the market and gain market share.
Conversely, if you sell any product that has more user-demand features than your competitors, you will penetrate the market and gain market share.
A great example of this is iPad. When it was launched, it was the first of its kind. It captured the whole tablet market until competitors caught up with cheaper models. Even now iPad maintains a large share in the tablet market, together with Samsung and Blackberry. The same scenario goes for iPod.
If price is constant, product differentiation becomes paramount in market acceptance. It is the logical choice for most people that when asked to choose between two cars of the same brand and model but one has more features, 100% of them will pick the one with more features.
It may be difficult to gain a competitive advantage in price in the mobile app market, and most apps follow the free trial marketing model. So, instead of lowering your price, look at the features and the service your app can offer that is outperforms existing apps in the market. That is the key to being the market leader.
