Mobclix iPhone Analytics and Advertising: App or Treat Presentation

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See the presentation we gave at our talk on analytics and app monetization.

See the presentation we gave at our talk on analytics and app monetization.

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  • Cool! Very insightful and helpful overall given the chaos, murkiness and hype (real and not real) on the iPhone app market. This aids with clarity from a real world point of view.
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Transcript

  • 1. App or Treat
    Largest Mobile Ad Exchange
    Analytics
  • 2. Agenda
    2
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 3. Largest Mobile Ad Exchange
    Largest Mobile Ad Exchange
    20+ Ad Networks.
    3500+ Publishers.
    4+ Billion Impressions.
    3
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 4. Mobile App Trends
    Over 2Billion+ iPhone Applications Downloaded
    Over100,000 Applications in the App Store
    $25+ Billion Marketplace in the next 5 years
    Largest Mobile Ad Exchange
    App Store is growing at 28% per month; adding ~200 apps/day
    Pricing Trends: 23 percent of apps are free; 41 percent cost $0.99
    Buzz Index: 60 percent of all comments made are regarding free apps; 16 percent of comments are made around $0.99 apps
    Device Breakdown: 56% are iPhone; 43% are iPod Touches
    Data Usage: 58%  WiFi traffic; 33% carrier traffic; 9% None (no data connection present)
    4
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 5. iPhone App Consumption
    • 93% have used the App Store
    • 6. 73% have more than 5 Apps
    • 7. Pre-iPhone: Most users downloaded 2-3 apps and give up
    • 8. Metrics for Application Success
    • 9. Downloads
    • 10. Use Frequency
    • 11. Longevity
    • 12. Usage Time
    • 13. Engagement
    • 14. Calls to Action
    Largest Mobile Ad Exchange
    5
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 15. What are you going to do?
    • 93% have used the App Store
    • 16. 73% have more than 5 Apps
    • 17. Pre-iPhone: Most users downloaded 2-3 apps and give up
    • 18. Metrics for Application Success
    • 19. Downloads
    • 20. Use Frequency
    • 21. Longevity
    • 22. Usage Time
    • 23. Engagement
    • 24. Calls to Action
    Largest Mobile Ad Exchange
    6
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 25. Usage Frequency and Time Falls Rapidly
    Deletion and shift to newer applications
    Average usage time declines by a third during the first month, ~5 minutes average
    Average application audience retention 5% after 1 month and 1% after 3 months
    7
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 26. Reaching Top App Status Harder
    Mobile Media Support
    • Ad Network Estimation to Guarantee Top
    • 27. September 2008: $15,000
    • 28. Feb 2009: $150,000
    8
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 29. Strategically Position Application
    • Scarcity
    • 30. Solves problem in a way that no other app does, can’t be found elsewhere
    • 31. Requires timeliness and insight
    • 32. Ubiquitous
    • 33. Go to resource for a need
    • 34. Most downloaded application for a problem
    • 35. Requires creating something that goes viral spreads quickly and deeply
    9
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 36. Value Proposition : User Behavior
    • Buzz Worthiness
    • 37. People should want to blog/tweet/email about the app
    • 38. Users should want to show it off to people online
    • 39. Understand your App Category
    • 40. Time Saver
    • 41. Time Killer
    10
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 42. Promote Your Application
    • Concentrated Application Promotion
    • 43. Top 100 List increases new users by 5x-10x
    • 44. Multiple Launch Promotions
    • 45. Blog/News Stories
    • 46. Mobile Media
    • 47. Promote on Websites
    • 48. Setup Analytics
    • 49. Utilize Advice from User Comments
    11
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 50. Data Aggregation – Technical Insights
    Analytics
    - Crash Reporting
    - Application Optimization
    - User/Device/Connection
    Largest Mobile Ad Exchange
    12
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 51. Data Aggregation – Business Insights
    Analytics
    Largest Mobile Ad Exchange
    - Crash Reporting
    - Application Optimization
    - User/Device/Connection
    13
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 52. Analytics - Business Process
    14
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 53. Demo
    15
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.
  • 54. Thank You
    vishal@mobclix.com
    www.twitter.com/mobclix
    www.mobclix.com
    16
    Proprietary & Confidential, Mobclix, Inc., Copyright 2009, Mobclix, Inc.