iPhone App Marketing Costs Creep Upward

Startup says new product rumors are to blame

One of the common complaints from smartphone application developers is the problem of discovery—how to make something stand out among the hundreds of thousands of apps available in Apple's App Store. And that problem has been getting more challenging over the past few months, according to new data from a startup called Fiksu.

The company helps app developers acquire users, and it says its customers include Gilt Groupe, TuneWiki, and Ask.com. Based on the apps that use Fiksu, the company releases data on the general trends in app downloads and marketing through a monthly report that it calls the Fiksu Index.

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