Vasily Salomatov, Co-founder AppsGeyser

@vsalomatov

Android Part 3 - Avoiding the Pitfalls

MoDevEast

Agenda

- Is Android Relevant

- Lessons Learned

- Suggested Path

AppsGeyser

Where apps are born

Convert HTML content into native Android apps in 2 easy steps, distribute and monetize

-90,000 apps-12 M app downloads-200 countries making apps

Our “business” has grown with the general android market

We offer a good barometer of Android in General

Intro

Android Key facts• Android is already most popular Smartphone

OS in the US and globally. Fastest growing market EVER

• Offers instant app publishing Iterate fast and polish your ideas with

real-time market feedback

• Still opportunity to become a winner Proven go-to market strategies

Is Android Relevant?

Why Pay Attention to Global?• We started with US, UK, Europe• Quickly gained traction in China, Latin America

Conclusion: Rest of World is growing, should be taken into consideration

7 months ago Today

Is Android Relevant?

Lessons learned

#1 Appcrowding

#2 Fishing

#3 Apps for What? #5 App Loyalty

#4 Income Gap

Lessons learned

#1 – AppCrowding• App Overstuffing

– US is overcrowded– Everyone targets english

Lessons Learned

Conclusion: Localize your Apps…

Average number of apps per device

Lessons learned

#2 – Fishing for Users• Long Tail vs Short Tail = Casting a Net vs Rod Fishing

• US: really hard to break into the Top– 1% chance of getting 50K+ downloads– Risks are higher, but also the Rewards

• Other countries– Like US, but several months behind– Chances for home run still high

Lessons Learned

Conclusion: Cast a Net in US, but Fish with a Rod in other parts of the globe

Lessons learned

#3 – Apps for What?

What App Categories lead where:• Games lead globally• Social Apps in US & Latam• Messaging Apps in China & Russia

But chances for success are different

Conclusion: Anywhere in the World People like to Play, Communicate, be Social

% Chances to get 10,000 downloads in a month

Lessons learned

#4 – Income Gap in Users• Apps are being used by elite segments: Higher education & Higher income

• US: the least of all– $44K vs $70K– Still a 60% difference!

• Russia: 3X• Latam: 3.5X• China: the strongest of all

– 5X average income

Conclusion: Still today, Mobile Apps are getting used primarily by high-income households

Lessons learned

#5 – App loyalty • App Loyalty factor varies by country and type of app• Average Usage for Social Networked apps:

– US: 100 times– Latam: 300 times

Conclusion: Invest in Social Aspects everywhere except China.

Hours RankRussia 6.6 2Brazil 6.3 3

Argentina 10.2 1UK 4.7 6US 4.2 9

World 3.7* Source ComScore and BNamericas

Lessons learned

So US is Still King… but Competition is Fierce

Red Ocean vs Blue Ocean: How do you want to compete?

Suggested path

Entering US• US:

– High competition– Discovery is principally

through Android Market

• Freemium model

• Cast a net strategy– Create multiple apps in

different categories – Use App in App cross

promotion– Maintain growth

Suggested PathSuggested path

Entering Latam• Latam: The perfect storm, combines

everything:– Low competition, – Easy(er) to localize

• Same alphabet!• One language hits many

markets– Cultural affinity– Multiple countries/markets

• Apply lessons to US Hispanic Market

Suggested PathSuggested Path

• Entering China – publish to the Big 5 chinese markets– HIAPK– GOAPK– Gfan– Yingyonghui– Ndoo

Entering China

Suggested PathSuggested path

Avoiding the pitfalls• Split tests on launch

– Launch multiple apps, give them a boost– See which grows and pick that one

• Iterate and polish– Frequent updates– Listen to feedback

• Importance of visuals– Icon, screenshots & descriptions

• Cast a net whenever you can

Suggested PathSuggested path

Avoiding the pitfalls (cont’d)• Do not forget to add links to your app from your website

• Use social sharing within your app, ask bloggers to review your app, Create Facebook page for your app, etc.

BUT…

• Just get something out to the market ASAP! Iterate and do not give up!

Suggested PathSuggested path

http://www.appsgeyser.com/blog

Appsgeyser role:

• Cast a net

• Initial boost through our App&Ad network

• Proven tactics for app launch

Thank you!

Vasily Salomatov, Co-founder AppsGeyser

vas@appsgeyser.com

@vsalomatov