How do you get
quality users for
a free app?
	
  
Emmanuel	
  Carraud	
  
CEO	
  MagicSolver	
  
emmanuel@magicsolver.com	...
MagicSolver	
  	
  
App	
  Discovery	
  and	
  App	
  Promo9on	
  Experts	
  
  Spin	
  out	
  of	
  Cambridge	
  Univers...
Apps	
  are	
  great	
  …	
  but	
  are	
  there	
  too	
  many	
  apps?	
  
iOS:	
  800,000	
  apps	
  …	
  1000+	
  new	...
Problem	
  for	
  users:	
  	
  
How	
  to	
  find	
  good	
  apps?	
  
	
  
-­‐ Apps	
  relevant	
  for	
  me	
  
	
  
-­‐...
Problem	
  for	
  developers:	
  
How	
  to	
  be	
  visible?	
  
	
  
-­‐ 	
  Visible	
  on	
  the	
  App	
  Store	
  
	
...
 SOLUTION:	
  
MagicSolver	
  daily	
  selec=on:	
  Free	
  App	
  Magic	
  	
  
6
1/	
  We	
  select	
  and	
  
test	
  t...
Free	
  App	
  Magic:	
  to	
  discover	
  apps	
  every	
  day	
  
Free	
  App	
  Magic,	
  over	
  7	
  million	
  
down...
A	
  rigorous	
  process	
  to	
  guarantee	
  quality	
  apps	
  for	
  our	
  
users	
  
Content Team
Editorial selectio...
Case	
  study	
  Paid	
  app	
  gone	
  free:	
  Christmas	
  Booth	
  
9
Early December app: paid app $1.99
Category: Pho...
Case	
  study	
  Paid	
  app	
  gone	
  free:	
  Christmas	
  booth	
  
10
8 Dec 2012: selected in Advent Calendar
-  Dail...
Case	
  study	
  free	
  app:	
  Quote	
  of	
  the	
  Day	
  
11
Selected in Free App Magic 30th June/
Category: referenc...
Case	
  study	
  free	
  app:	
  Quote	
  of	
  the	
  Day	
  
12
Free App Magic users more loyal than organic users!
-  7...
Apps	
  discovery	
  service,	
  a	
  key	
  tool	
  in	
  a	
  user	
  acquisi9on	
  
campaign	
  
13
If selection is :
...
The	
  future	
  of	
  Apps	
  discovery	
  service	
  	
  
	
   	
   	
   	
  Quality,	
  Cura9on,	
  Analy9cs,	
  Targe9...
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'App discovery services' - How to get quality users for a free app - Emmanuel Carraud - #APS2013

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Emmanuel Carraud is CEO of MagicSolver, the user acquisition specialists for mobile applications.

MagicSolver helps over 1 million users to save money every day by downloading free apps with their mobile phones, and helps developers and publishers gain visibility for their apps in the App Store.

Emmanuel has over 15 years of experience in consumer marketing and mobile advertising across Europe. Fluent in French, Spanish and English, he has a Masters degree from Sciences Po Paris and an MBA from Judge Business School, Cambridge University.

Published in: Business, Technology, Design
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'App discovery services' - How to get quality users for a free app - Emmanuel Carraud - #APS2013

  1. 1. How do you get quality users for a free app?   Emmanuel  Carraud   CEO  MagicSolver   emmanuel@magicsolver.com  
  2. 2. MagicSolver     App  Discovery  and  App  Promo9on  Experts     Spin  out  of  Cambridge  University     iOS  &  Android  apps  developers,   publishers  and  curators     We  just  celebrated  our  4th  birthday     Team  of  30  with  12  na9onali9es     #1  App  Store  in  50  countries     500  developers  partners     30  million  downloads  for  our  apps!     50  million  downloads  for  our  partners!    
  3. 3. Apps  are  great  …  but  are  there  too  many  apps?   iOS:  800,000  apps  …  1000+  new  apps/  day!   Android  Market:  800,000  apps  …  1000+  new  apps  /  day!  
  4. 4. Problem  for  users:     How  to  find  good  apps?     -­‐ Apps  relevant  for  me     -­‐ Apps  easy  to  use   -­‐   Apps  which  deliver  
  5. 5. Problem  for  developers:   How  to  be  visible?     -­‐   Visible  on  the  App  Store     -­‐   Reach  my  target  audience   -­‐   Get  quality  users  to   download  my  apps     -­‐  Make  money  
  6. 6.  SOLUTION:   MagicSolver  daily  selec=on:  Free  App  Magic     6 1/  We  select  and   test  the  best  apps   every  day     2/  We  make  paid   apps  free  for  24h   period   3/  Free  apps  and   freemium  apps   come  usually  with  a   special  offer  or  a   free  iAP     Developers   Get  visibility  to   million  users      
  7. 7. Free  App  Magic:  to  discover  apps  every  day   Free  App  Magic,  over  7  million   downloads     Our  users:    Receive  a  daily  push  no=fica=on    Can  download  up  to  3  paid  apps   for  free  every  day    Have  already  saved  $50  million    hNp://www.freeappmagic.com/      
  8. 8. A  rigorous  process  to  guarantee  quality  apps  for  our   users   Content Team Editorial selection every day Test the apps Adapt content to different countries Reviews in 7 languages 8 Sales Team Negotiation with app developers and first filter of quality
  9. 9. Case  study  Paid  app  gone  free:  Christmas  Booth   9 Early December app: paid app $1.99 Category: Photo Booth/ Entertainment 8 Dec 2012: selected in Advent Calendar -  248,000 downloads in the first 24h -  1,291,000 downloads in December with the snowball effect Source: iTunes Connect/ AppFigures
  10. 10. Case  study  Paid  app  gone  free:  Christmas  booth   10 8 Dec 2012: selected in Advent Calendar -  Daily revenues 20x during the promotion with iAP -  Daily revenues 7x bigger during the 2 weeks after the promotion 20x more daily revenues 7x more daily revenues for 2 weeks Source: iTunes Connect/ AppFigures
  11. 11. Case  study  free  app:  Quote  of  the  Day   11 Selected in Free App Magic 30th June/ Category: reference/lifestyle -  During promotion: 20,000 downloads -  Daily downloads +20% after the promotion daily downloads +20% Source: iTunes Connect/ AppFigures Snowball effect +5000
  12. 12. Case  study  free  app:  Quote  of  the  Day   12 Free App Magic users more loyal than organic users! -  77% used the app again on day 2 vs 71% for organic users -  61% used the app every day until day 7 vs 54% on average 54% 71% 77% 61% Average Daily retention rate Quote of the Day Daily retention rate Free App Magic users Free App Magic users: 13% more loyal than average users Source: Flurry
  13. 13. Apps  discovery  service,  a  key  tool  in  a  user  acquisi9on   campaign   13 If selection is :   Quality driven, editorial driven   Without external user incentivisation to downloads   With the right target audience and targeted at the right market Then App discovery service is essential in a user acquisition campaign:   Numbers of quality users are significant: Between 10,000 and 20,000 new users in 24h (much more during seasons)   Additional snowball effect could be massive: x5 campaign downloads if the app become viral   There is a significant halo effect: minimum +20% in the week after the campaign   LTV of users can be much higher than organic users or other UA tools
  14. 14. The  future  of  Apps  discovery  service            Quality,  Cura9on,  Analy9cs,  Targe9ng   14 1.  Quality: editorial driven with a local touch = quality users 2.  Curation: be an App Expert to be credible 3.  Analytics: reliable CPI tracking, consumer behaviour and the best LTV for the apps we select 4.  Targeting: based on geography, device, socio-demographic profile and on consumer behaviour. Thank  you!     Emmanuel  Carraud   CEO  MagicSolver   emmanuel@magicsolver.com  
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