Writes Thomas Hazlett for the Wall Street Journal: "On June 29, 2007, thousands of fan-boys and-girls camped in long lines to inhale a wisp of sweet techno fairy dust. The new iPhone rocked the world. Revolutionary in design, function and ecosystem, it set off the mobile data tsunami. In three days, Apple sold a million of them."

Following January's sky-high download volumes available at rock-bottom prices, February presented a steadier and more normalized landscape for mobile app marketers.

Here’s a quick snapshot of the February Index data:

Last month, our indexes showed the extreme marketing that took place during the Holiday frenzy as advertisers spent heavily to drive up their app store rankings and acquire an elevated volume of users. As it turns out, for app marketers who were budget-conscious in December, January paid big dividends as the post-holiday weeks provided excellent growth and value.

After months of speculation and finally, the much-covered iPhone 4S launch, it seems like iPhone fever is everywhere. If you own one (or plan to), or make or market mobile apps, it's certainly hard not to get caught up in it all. Urban legend has it that iOS users are naturally loyal and engaged app consumers. So mobile app marketers often assume that they should throw their advertising dollars behind promoting the visibility and ranking of their iOS app.

Well, we have news for you!

Last month, Apple announced that its App Store alone now contains more than 425,000 apps. For app marketers, your challenge is finding a way to make your app stand out in such a massive crowd.

Recently, Yahoo! announced its App Search in an effort to address the app discoverability challenge. We understand why. Consumers have an insatiable appetite for downloading the hottest new apps that reside among the half a million crowding the app stores. As a mobile marketer, this spells huge promise and opportunity if you can overcome the needle in the haystack problem. Those 500,000 apps are competing with yours for users. How can you ensure that they will find and download yours?

App clicks, downloads and launches can be very misleading metrics. Measuring ROI beyond downloads involves evaluating an app user’s loyalty. How many times do your users return? Have they made a purchase? Did they register? If these are unanswered questions, then you are NOT measuring your ROI.

Fiksu for Mobile Apps was born from the technologies, tools and expertise we developed to successfully promote our own mobile app, Fluent News™ Reader. Within 6 months, the help of 5 PHDs and a history of hyper-efficient marketing experience, we figured out how to get our app to #1 in Apple’s App Store for our category (News) generating tens of thousands of downloads per day.