Developing software products and maintaining software versions for adding or modifying functionality and quality to software is affected by several factors that have been traditionally analyzed under the terms “when to release” and “what to release”. Along the emergence of two-sided markets such as app stores, the release practices are changing. Moreover, the ubiquity of mobile devices has led to unprecedented growth in not only the usage of apps but also their capacity to meet people’s needs. Software applications have now powered the societies, as the majority of the population is online. Each connected individual in the society is surrounded by a satellite data coming from mobile and wearable devices. The opportunities and threats of having big data of general public formed the backbone of businesses in Information Technology (IT) targeting improvements in our daily lives. Yet, any company is derived from innovation, as the economic growth and survival are only possible by dynamic adoption to users need.

The constant demand to change and satisfying the end users as well as the essence of innovation for getting higher market share is changing the release strategies and decision process. By focusing on the mobile apps as a sample of the modern software products, I discuss:

• The opportunities and threats for release management of mobile apps,
• Evolution of mobile apps over different releases,
• Discuss formulation to integrate the opportunities of app stores into planning models, and
• Providing decision support for release management of mobile applications.