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How SwiftKey got to no.1 in Google Play:
Using Alternative Approaches
Anne-Catherine Goulby
www.swiftkey.net
SwiftKey is a...
About us
We make typing faster, easier, more
personalised
• SwiftKey is the highest-selling paid Android
app in the world
...
Play the Google Ranking algorithm
game
And get to no.1 with organic downloads:
• The quality of the app as perceived by us...
Build a loyal community around your
product
An happy community equals
outstanding ratings and reviews
• Membership of our ...
Spread the word with Key Influencers
We build very close relationships with
top tech writers and personalities:
•

We take...
Autumn sales screenshot
here

Get fully global: getting featured by
Google
App platforms and stores are looking for inspir...
Once at the top…

SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
Deal with Android fragmentation
Android is a great platform because of its
flexibility but it’s also a daily and costly
ch...
• No.1 doesn’t mean
Monetization is not a givenmonietization
SwiftKey has been one of the fortunate ones, growing big
enou...
Next steps
SwiftKey keeps evolving at the same path
as the whole Android ecosystem
• Master data collection and analytics
...
Take away
If you’re trying to make it big...
•

Find advocates for your product: blogs and reviews matter

•

Listen, chat...
TouchType Confidential – Do Not Copy/Distribute
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'How SwiftKey got to no.1 on Google Play' - Anne-Catherine Goulby at App Promotion Summit Berlin

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SwiftKey is an award-winning keyboard app for smartphones and tablets that learns from you to offer better auto-corrections and next-word predictions. Anne-Catherine Goulby, a marketing project manager in SwiftKey explains their success by using alternative approaches. How to reach key influencers, how to get featured by Google and dealing with Android fragmentation are only few of the aspects covered.

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Transcript of "'How SwiftKey got to no.1 on Google Play' - Anne-Catherine Goulby at App Promotion Summit Berlin"

  1. 1. How SwiftKey got to no.1 in Google Play: Using Alternative Approaches Anne-Catherine Goulby www.swiftkey.net SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  2. 2. About us We make typing faster, easier, more personalised • SwiftKey is the highest-selling paid Android app in the world • It’s been No 1 in 58 countries without any advertising • How did we achieve that? SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  3. 3. Play the Google Ranking algorithm game And get to no.1 with organic downloads: • The quality of the app as perceived by users (numbers of stars) • Sustainable amount of downloads over past weeks • Downloads growth over the last 30 days • Frequency with which your app is used • Swiftkey ticks all this boxes SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  4. 4. Build a loyal community around your product An happy community equals outstanding ratings and reviews • Membership of our VIP community surged from fewer than 30,000 in 2012 100,000. • Good reviews on Google Play: an average of 4.6 stars • Our network won us a Webby Award SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  5. 5. Spread the word with Key Influencers We build very close relationships with top tech writers and personalities: • We take the time to connect with them and to initiate a conversation with them about our products • We invite them for closed beta • We listen to their feedback • Stephen Fry’s tweet was worth thousands of organic downloads SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  6. 6. Autumn sales screenshot here Get fully global: getting featured by Google App platforms and stores are looking for inspiring apps they can use as ambassador of their ecosystem • Build an app that solves a problem in the platform ecosystem • Be creative using the technology of the platform • Speak constantly with App Store Product managers and let them know your needs • Featuring increase organic downloads by 10% to 15% SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  7. 7. Once at the top… SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  8. 8. Deal with Android fragmentation Android is a great platform because of its flexibility but it’s also a daily and costly challenge to run on it • An app fitting every device, screen size and ram, which requires a costly backend • Google Play is the main distribution channel, but other app stores to consider, esp. in emerging markets • Rigorous analytics required to optimize at a very precise level SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  9. 9. • No.1 doesn’t mean Monetization is not a givenmonietization SwiftKey has been one of the fortunate ones, growing big enough to make significant revenue from Google Play, but: • Some country app stores are very small (e.g. Belgium, Switzerland); you only need 30 sales a day to be no.1 • With a paid app you only make money once; finding the right price is crucial • Sales are an interesting tool but need to be profitable: the number of downloads should make for the loss SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  10. 10. Next steps SwiftKey keeps evolving at the same path as the whole Android ecosystem • Master data collection and analytics • Experiment with app marketing (launch, sales, featuring) • New distribution channels • Smart advertising based on analytics SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  11. 11. Take away If you’re trying to make it big... • Find advocates for your product: blogs and reviews matter • Listen, chat, make it easy for your customers to talk about you • Capitalize on the free ASO tools to get as many organic downloads as possible • Measure, measure, measure! • Experiment, run A/B testing and iterate, iterate, iterate SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute
  12. 12. TouchType Confidential – Do Not Copy/Distribute
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