17. Build an installed base of users of free apps and then make use of in-app purchasing to sell paid apps to that installed base.
We can't say yet whether that will work, but it is one way of dealing with Apple's chaotic app store.
18. Take the plunge.
We are committed to free or low-price apps; we have put current revenue at risk. We have proven that we can delight users with our apps. We were/are/will be late to market. Dictionary.com had a free app long before us. Educational uses of apps are already flourishing. We still find it challenging to balance needs of Web and mobile products. We still don't have a business model that we feel confident about. We still don't invest enough in mobile; we seem more risk-averse than we were about the Web. BB