The distribution of mobile applications is evolving, and the developers are seeking to gain economic advantages, as well as reaping the benefits of the current market opportunities. But studies show that a majority of the mobile users are not willing to pay for a mobile application. This dilemma complicates the economic gain for the developers and for the brands behind the mobile application. But is there a solution for this dilemma, for the developers to obtain? This paper investigates what aspects affects people’s willingness to pay for application and what factors increases people’s willingness to pay for applications. By combining a scientific literature review followed by semi-structured interviews with 19 participants, 8 guidelines were formed in order to answer what affects people’s willingness to pay for a mobile application and what aspects increases people’s willingness to pay for mobile applications.