The presentation of Dani Rangelov's workshop during Be IT Conference 2015.

1. MOBILE MARKETING
Dani Rangelov
iOS Evangelist
iOS Developer

2. Dani Rangelov
Ten Touch
4+ years
Marketing
Management
Team Play
iOS Developemnt
6+ years
iOS Developemnt
Team Play
7 years
iOS Developemnt
Team Play

3. MARKET CONCEPT
Dani Rangelov Marketing Strategies

4. 1,430k
1,210k
293k
Total Number of Apps by Appstore
Dani Rangelov Marketing Strategies

5. 0
350,000
700,000
1,050,000
1,400,000
0
20,000,000,000
40,000,000,000
60,000,000,000
80,000,000,000
July 11, 2008 July 14, 2009 June 7, 2010 July 7, 2011 June 11, 2012 June 10, 2013 January, 2015
Available apps Downloads
AppStore sales by date
Dani Rangelov Marketing Strategies

6. VS
Dani Rangelov Marketing Strategies

7. DEVELOPERS
+
IDEAS
=
MONETISATION
Dani Rangelov Marketing Strategies

8. July 2014
Mobile Apps Developers by Appstore
Dani Rangelov Marketing Strategies

9. TOOLS
Dani Rangelov Marketing Strategies

10. GLOBAL TRENDS
Dani Rangelov Marketing Strategies

11. Messaging Downloads Skyrocket on iOS and Google Play
Dani Rangelov Marketing Strategies
Media transferCellular to internet transition
Games
Social
Gamification
InteractionPhotos
Facebook
http://logoturn.com/Tweasel1/8218/fission-marketing-sun-logo

12. Dani Rangelov Marketing Strategies

13. 0
15
30
45
60
April June August
35
20
5
hike messenger
Dani Rangelov Marketing Strategies
Users base growth (in millions)

14. hike
100
WeChat
195
Skype
280
Line
200
Whatsapp
315
Viber
200
Dani Rangelov Marketing Strategies
Messengers registered users

15. STRATEGY №1
FreeVersion
Marketing
Dani Rangelov Marketing Strategies

16. Released: 2010-09-24
Released: 2010-07-30
Conversion ratio 0.1
Dependancy ratio 0.3 - 04
Dani Rangelov Marketing Strategies

17. • Clients receive enough
from the free version
• Bad ratings because of
limitations
• More clients
• Higher reach
• Conversion Ratio
• Appearance in
different Appstore
category and stream
Dani Rangelov Marketing Strategies
THE OPPORTUNITIES THETHREATS

18. STRATEGY №2
Regular Updates
Marketing
Dani Rangelov Marketing Strategies

19. Promise
User feedback
Plan DeliveryExpected
Regular
Dani Rangelov Marketing Strategies

20. • Appstore reviews and
ratings disappear
• Appstore position drop
• Bugs
• Customers’ reliance
• Review site listing
• Experiments with:
keywords, icon, screenshots,
category
• Appstore listing
Dani Rangelov Marketing Strategies
THE OPPORTUNITIES THETHREATS

21. STRATEGY №3
Feature Pack Updates
Marketing
Dani Rangelov Marketing Strategies

22. Evaluate
Preserve
Present
Dani Rangelov Marketing Strategies

23. THE OPPORTUNITIES
• Long development time
• Customers’ dissatisfaction
due to waiting
• Single presentation of
group of features
• Longer testing times
• Higher product value
THETHREATS
Dani Rangelov Marketing Strategies

24. STRATEGY №4
Targeted Price Drops
Marketing
Dani Rangelov Marketing Strategies

25. Grafio - Diagrams & ideas
Grafio Lite - Diagrams & Ideas
7$10$ Update 5$ 10$ 5$ 9$
Dani Rangelov Marketing Strategies

26. iOS Startup ExperienceDANI Rangelov
• Users wait for price drops
• Income drop
• Appstore position
control
• Event generation
• Higher reach
• More testing time
• More reviews and
users
Dani Rangelov Marketing Strategies
THE OPPORTUNITIES THETHREATS

27. ✭ Now # 1 in the US iOS (on iPad) Productivity ✭ Listed on the App
Store in 80+ counties ✭ 350 mentions in different App Store
categories ✭
25 January 2013
Dani Rangelov Marketing Strategies

28. Grafio - Diagrams & ideas
7$ 9$
Banner
6$
Dani Rangelov Marketing Strategies

29. Dani Rangelov Marketing Strategies

30. Dani Rangelov Marketing Strategies
ANGRYBIRDS MARKETING
CONCLUSIONS
• Releasing in smaller markets is better
• Users like consistency
• Growing your portfolio around a single selling point
• Partnerships are a great way to get consistent exposure

31. STRATEGY №5
In-App Purchase
Marketing
Dani Rangelov Marketing Strategies

32. iOS Startup ExperienceDANI Rangelov
• Hidden costs
• Additional change
• Locked features
• Reduced income
• Divide the product
price in sections
• Give the user the
option to support you
• Dynamic content
• Subscription
• Service
Dani Rangelov Marketing Strategies
THE OPPORTUNITIES THETHREATS

33. STRATEGY №6
Selling Bundles of Apps
Marketing
Dani Rangelov Marketing Strategies

34. Dani Rangelov Marketing Strategies
Average saving 5.68$
Number of Apps inTop Bundles
Oct 2014

35. DANI
Dani Rangelov Marketing Strategies
Cannibalism*
*an animal that feeds on the flesh of others of its kind

36. Arnold H. Glasgow:
“Success is simple. Do what’s right,
the right way, at the right time.”
Dani Rangelov Marketing Strategies

37. THANK YOU
Dani Rangelov Marketing Strategies