App Economy

APP ECONOMY

APP USAGE.

IOS & ANDROID ADDRESSABLE MARKET SOURCE: FLURRY

MOBILE HAS BECOME ADDICTIVE SOURCE: FLURRY

WE ARE ADDICTS.

MOBILE HAS BECOME ADDICTIVE SOURCE: FLURRY

ESPECIALLY WOMEN.

BROWSER VS APP USAGE SOURCE: FLURRY

APP USAGE.

TIME SPENT ON IOS AND ANDROID DEVICES SOURCE: FLURRY

APP USAGE.

TIME SPENT WITH INTERNET BY DEVICE FEB 2013-JAN 2014 SOURCE: GIGAOM

APP USAGE.

GLOBAL DOWNLOAD GROWTH SOURCE: GIGAOM

APP USAGE.

TIME IN APPS 2013-2014 SOURCE: GIGAOM

APP USAGE.

APP CATEGORY ENGAGEMENT 2014 SOURCE: GIGAOM

APP USAGE.

PAY OUT.

AMAZING SCALE.

THE SCALE OF THE EUROPEAN APP ECONOMY SOURCE: EUROPEAN COMMISSION

AMAZING SCALE.

EU APPS SPENDING SOURCE: EUROPEAN COMMISSION

APPS CLOSING IN.

APPS & TV SOURCE: FLURRY

PRODUCT APP

APP‘S UNIQUE VALUE.

• Problem Solver

• Usability

• Design

• Monetization

• Offline Functionalities

TABLET VS SMARTPHONE

TABLET - SMARTPHONE.

Differences between tablets and smartphones?

• Use Cases

• Usability

• Content

• Other?

RESPONSIVE DESIGN.

DON’T SIMPLIFY.

• Responsive design is not everything

• From print mag / desktop to tablet: MAYBE

• From print mag / desktop to smartphone: NO


SMARTPHONES V.S TABLETS SOURCE: FORRESTER RESEARCH


Tablets are portable, while smartphones are pocketable.

Tablets are mostly used in the living room, while smartphones are used within the home and also on the go. Mobile phones are also the most personal devices we use, while tablets are often shared with spouses, partners, or children.


AD PERFORMANCE: CTR AND CONVERSION RATES SOURCE: INMOBI

WHERE’S THE MONEY?

WILL THEY PAY?

ZAHLUNGSBEREITSCHAFT FÜR JOURNALISTISCHE INHALTE SOURCE: BITKOM

WILL THEY PAY?

STRATEGIEEMPFEHLUNG FÜR DIE NEWS APPS EINER MEDIENMARKE SOURCE: HAW HAMBURG

APP EXAMPLE DIE MACHT

DIE MACHT APP.

• Smartphone App • iOS • Google Play

DIE MACHT APP.

VoteComment

Image/Video Upload

Applause / „Booh“

DIE MACHT BACKEND.

Question of the day

Trend Indicator

Moderation

DIE MACHT BACKEND.

Question of the day

DIE MACHT BACKEND.

History

DIE MACHT HISTORY.

Scribble Prototype App

DIE MACHT HISTORY.

Scribble Prototype App1 year Start of show

(14 May, 2012)

DIE MACHT LEARNINGS.• The App as a small piece of the puzzle

• Backend / Editor‘s cockpit

• Integration in TV: Technical and format challenges

• API towards web frontend „Soviet TV“

• The app as a problem solver

• Lean functionalities with high usability

• Instant feedback in the app and in the TV show

• Call to Action: „Vote!“ in „Question of the day“

DIE RUNDSHOW LIVE.

AKTUELLE STUNDE.

7 CRITERIA OF APP DEVELOPMENT

7 CRITERIA.1. Benefit: The app as a problem solver

2. Immediacy: Instant Gratification

3. Usability: Great Design Experience

4. Strategy: Goal, Target Group, Purpose

5. Product: Uniqueness

6. Business Model: Monetization

7. Marketing & Sales: Monitoring

COST OF APP DEVELOPMENT

THE COST.

AVERAGE COST OF APP DEVELOPMENT SOURCE: IBUSINESS

APP MARKETING

THE SECRET LIES IN A COMBINATION OF DIFFERENT MARKETING AND COMMUNICATION ACTIVITIES - AND - AN AMAZING PRODUCT.

APP MARKETING

THE CHALLENGE.

Time a user needs to decide

for or against the download.

THE CHALLENGE.

10 sec

THE CHALLENGE.

Time a user needs to decide whether

the app stays on his device?

THE CHALLENGE.

30 sec

THE CHALLENGE.

Time for customer acquisiton: 10 sec

Time for customer retention: 30 sec

MARKETING ACTIONSA. App Check

B. App Store Optimization

C. App Push

D. App Campaign

E. Facebook Marketing

F. App MarCom

G. Alternative Marketing (Ambient, Guerilla, ...)

A. APP CHECK

APPCHECK.

• Panel-based test and review of the app ✦ Basis: 5,000+ crowd-sourced panel members ✦ Definition of relevant use cases ✦ Use case based tests of the app‘s functionality and user flow

• Result of analysis ✦ Deficit analysis of the user interface ✦ Aggregated list of deficits and improvement proposals ✦ User videos accessible via secure online-platform

APP CHECK.

APP CHECK.

App Check Report

B. APP STORE OPTIMIZATION

APP DISCOVERY.

KEYWORDS IN TITLE.

• App Store Optimization ✦ Analysis of the app‘s presentation in the App Store ✦ Recommendations regarding:

✦ Title ✦ Tags ✦ Description ✦ Screenshots

✦ Create amazing screenshots and/or banners for App Store and Web ✦ Translate all texts into the respective App Store languages

APP STORE OPTIMIZATION.

APP STORE OPTIMIZATION.

Creative Screen Shots

HELPFUL VISUALS.

C. APP PUSH

APP PUSH.

iPhone App

Medium Budget

(€10k)

APP PROMO

• #3 German App Store Category „Lifestyle“

• 4,5 Star Ratings in App Store after App Check

• #2 German App Store Category „Education“

• iPhone & iPad

APP PROMO

• #2 German App Store Category „Navigation“

• iPhone & iPad

APP PROMO

D. APP CAMPAIGN

• App Campaign ✦ A performance oriented marketing campaign ✦ Goals of the campaign are:

✦ Increase visibility of the app for the target group ✦ Support and prolong the initial App Push

• Performance Networks (e.g.) iAd, Millennial, Leadbolt, Adfonic, Admob, Trademob... ✦ Average KPIs

✦ CPC: €0.2 - €0.5 ✦ CTR: 0.4 - 0.8% • iAd Conversion (Installs/Clicks): 7-10% • iAd CPI: $3,50 - $4

ca. 2-3 weeksca. 1-3 weeks

Preparation

Campaigning

StartStart of

Campaign

App Push & Campaign App Blogger / Reviewer Pitch

App Marcom

Create Reviewer/Blogger list create Social Media Kit

create Advertising Material

INCENTIVIZED DL

Incentivized App Downloads via App Install Campaigns

Paid per Install

RE TARGETINGRetargeting maximizes Life Time Value

APP CAMPAIGN.

Android App

Small Budget

($10/day)

TOP APPS DTAG

PLAY „SHELF“ DTAG

WINDOWS „SHELF“ DTAG

SMS NEWSLETTER DTAG

E. FACEBOOK MARKETING

APP INSTALL ADSCall-to-Action Buttons:

• Jetzt buchen!

• Jetzt spielen!

• Jetzt hören!

• Jetzt einkaufen!

• Facebook App Install Ads • Media Kampagne auf Facebook • Vorteile:

• Kein SDK-Einbau notwendig • Zusätzlicher Distributionskanal mit > 1 Mrd. Nutzern • Nutzung von Sharing Funktionalitäten in Facebook Timeline

APP INSTALL ADS

AUDIENCE NETWORKWerbeformate:

• Banner

• Interstitial

• Native-Ad API

• OPTIONAL: Facebook Audience Network • Einbau des Audience Network SDK und anschliessende Media Kampagne

auf Facebook • Vorteile:

• Audience Targeting nach 50 Kriterien • Zusätzlicher Distributionskanal mit > 1 Mrd. Nutzern • Nutzung von Sharing Funktionalitäten in Facebook Timeline

AUDIENCE NETWORK

FACEBOOK METRICS

Facebook Mobile App Install Ads CPI

FACEBOOK RESULTS

CPM Results > $2.17 CPI

CPC Results > $2.89 CPI

http://katiesmillie.com/2013/01/08/interesting-results-from-facebooks-new-mobile-ad-features/

http://katiesmillie.com/2013/01/08/interesting-results-from-facebooks-new-mobile-ad-features/

F. APP MARCOM

• Blogger / Reviewer Pitch ✦ After the positioning within the App Store the crucial criteria for app

downloads is recommendation through blogger and reviewer websites. ✦ Parallel to PR action you should research which opinion leaders,

bloggers and websites are fit to review and advertise the app. ✦ The blogger/reviewer pitch consists of research, choice and addressing

these multiplicators as well as create an information pack about the app related to the target group (Social Media Kit).

✦ One element of the blogger/reviewer pitch is to monitor clicks and downloads resulting from blog posts and reviews based on use of special widgets (with or without integrated SDK for monitoring).

ca. 2-3 weeksca. 1-3 weeks

Preparation

Campaigning

StartStart of

Campaign

App Push & Campaign App Blogger / Reviewer Pitch

App Marcom

Create Reviewer/Blogger list create Social Media Kit

create Advertising Material

ANDROID PIT.

APP PR EXAMPLE.

CombinedDownload Button / QR-Codewith tracking

CombinedDownload Button / QR-Codewith tracking

G. ALTERNATIVE MARKETING

GUERILLA MARKETING.

Travel discovery app Tripl hands out fake parking tickets at Y Combinator Demo Day which invites recipients to take a trip with Tripl to „avoid penalty“

PACKAGES APP PROMOTION

Budget A. App Check

B. Performance

Networks

C. App Push

D. MarCom

5.000 EUR ✓ ✓ (-) -

10.000 EUR ✓ ✓ ✓ (✓)Blogger/Reviewer Pitch

OR App PR

15.000 EUR ✓ ✓ ✓ (✓)Limited project management

20.000 EUR ✓ ✓ ✓ ✓

PROMOTION PACKAGES.

THAT‘S IT?

NO. YOUR APP ITSELF MATTERS MOST. YOU CAN‘T SUCCEED IN SELLING CRAP.

BUILD APPS THAT: SATISFY YOURSELVES WILL BE USED ON A DAILY BASIS DELIVER INSTANT GRATIFICATION SOLVE REAL WORLD PROBLEMS

THANK YOU!

[email protected] @MICHAELREUTER

mailto:[email protected]

App Economy

Mobile

Transcript of App Economy