TPMA – April 24, 2012 · data from your app • Not Against Apple’s Standard TOS to collect •...

App-‐Promo / gary@app-‐promo.com / www.app-‐promo.com / Tweet us @AppPromo

TPMA – April 24, 2012


•  Over 1 million apps in top 4 platforms: iOS, Android, BlackBerry & Windows

•  Apple App Store Totals:

-  618, 546 active apps

-  152, 212 unique active publishers

•  Amazon App Store = 34,000 but growing

Discovery

Usage

Revenue

Scalability


•  We are experts in the BUSINESS of apps – over 22 combined years in the mobile business

•  We believe that in order to succeed in today’s saturated app marketplace you need to focus as much on the business side of applications as you do development

•  Our services touch every part of the app lifecycle

•  Strategy: Product, Pricing, Commercialization, Marketing

•  Marketing & Promotions: PR & Blogger Outreach, Social Media, ASO, SEO, Paid Media, Custom Campaigns

•  Monetization: Business Modeling, Revenue Analysis & Projections, Pricing Comparisons, Mobile Ad Optimization


1.  Paid Application 2.  Advertising Supported 3.  Sponsorships/Promotions 4.  In-App Purchases 5.  Content Subscriptions 6.  Cloud Subscriptions 7.  Lead Gen 8.  Affiliate Sales 9.  Analytics App-‐Promo / gary@app-‐promo.com / www.app-‐promo.com / Tweet us @AppPromo

•  Developer Sets Price & Consumers Purchase via App Store

•  Revenue Split: 70% Developer/30% App Store

•  AVG 7 to 1 Ratio of Users downloading Free App to Paid App

•  Most successful price in App Store is $0.99 cents

•  Challenges:

-  Customers are reluctant to pay (especially on Android)

-  Customer pays once no ongoing revenue

-  Customers expect free upgrades with paid app


•  Most popular method with Free Apps

•  Considerations:

-  Is Your App Used One-Time or Does it Have a Long Lifespan?

-  What traffic and reach does your application earn?

•  Can be used in combination with other business models


•  Sponsor pay to have their brand associated with Application

•  Similar to Advertising - Companies Pay You to Feature their Product or Service

•  Good Strategy for Launch when there is not a lot of impressions to begin with

•  Sponsors will purchase impressions in advance so application has time to scale

•  Think beyond the ad banner


•  User is prompted within mobile application to purchase premium content

•  Rev share: 30% of revenue

•  Multiple In-App Purchases are possible with no limit set on price or frequency

•  Lots of Flexibility •  Free + In-App (“freemium”) •  Paid + In-App


•  Recurring in-app purchase

•  Typical with magazines or periodicals

•  Rev share: 70/30


•  Users pay for access to cloud services through the application

•  Mobile app usually free to reach more customers

•  Common model when app is an

extension of existing business


•  App is used to generate leads -  Leads for the core business -  Companies Pay You to Get

them Sales Leads

•  Gathering of user information is key •  Success is based on Volume/Conversion •  Need to be able to track lead conversion

(Analytics are crucial)


•  Earn a % on Purchases User Makes Through Your App

•  Low Margins: 5% on $0.99 = $0.04

•  Require quality partners and high volume of downloads

•  App must have content that makes sense for users to purchase



•  People will pay for anonymous analytics data from your app

•  Not Against Apple’s Standard TOS to collect

•  Application must have analytics installed in their application-i.e. Flurry, Google, Omniture

•  Not most ethical way to operate as user data is being share so must let users know when then sign on to application that their data will be shared

1.  Evaluate and Analyze the Competition 2.  Describe your app’s Unique Selling Proposition

(USP) 3.  Understand and Find out your customer 4.  Calculate the Cost of Acquisition (CPA) of Your

Customer 5.  Create a Marketing Budget 6.  Test, Tweak, Test and Execute 7.  Analyze Results



§  Find out how your competition are marketing there apps

§  Try to determine why

certain apps are doing well and others are not


§  Why should a user download your app?

§  What is your secret sauce?

§  Can your application be

replicated ?


§  Is it Mom’s between 35 and 40

§  Understand who will be using your application and why

§  Find out how your customer spends their time and how often will they be using your application


§  Find out how much it will cost you to get a customer (i.e. how much you need to spend on paid media)

§  Estimate the average life of your customer and the amount they will be spending on your app.

§  You can then figure how how much you should be spending


§  Once you figure out your acquisition cost you can then plan your marketing budget

§  Budget should be a combination paid and earned:

PAID • PR • SEO • Paid Media EARNED • Social Media • Blogger Outreach


§  Analyze your spend and your downloads

§  Look at downloads, open rates and engagement over campaign

§  Use results for measurement of current and future campaigns

PHONE: + 1 (416) 464-2223 EMAIL: [email protected]

•  Facebook: www.facebook.com/apppromo •  Twitter: @AppPromo •  LinkedIn: App-Promo •  YouTube: www.youtube.com/apppromo


Available on iOS, Android, Windows & Nokia DOWNLOAD THE APP-PROMO APP

Keyword “App-Promo”

TPMA – April 24, 2012 · data from your app • Not Against Apple’s Standard TOS to collect •...

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