0
Screens 2013
Being a Good App is Not Good Enough
Oct 3rd, 2013
Toronto, Ontario
#1
GARY YENTIN, CEO & Founder, App-Promo
•  Gary Yentin is a senior mobile executive,
with over fifteen years of experience
m...
helping you succeed in the business of mobile and apps
Leaders in Mobile Strategy, Monetization & Marketing
Current App Stores (iOS/Android)
www.app-promo.com 4The Secrets of Being a No. 1 App
Snapshot of the App Ecosystem
www.app-promo.com 5The Secrets of Being a No. 1 App
As of 9/30/2013
Snapshot of the App Ecosystem
www.app-promo.com 6The Secrets of Being a No. 1 App
As of 9/30/2013
Current	
  number	
  of	...
opportunity
www.app-promo.com 7The Secrets of Being a No. 1 App
opportunity
www.app-promo.com 8The Secrets of Being a No. 1 App
opportunity
www.app-promo.com 9The Secrets of Being a No. 1 App
opportunity
www.app-promo.com 10The Secrets of Being a No. 1 App
opportunity
www.app-promo.com 11The Secrets of Being a No. 1 App
opportunity
www.app-promo.com 12The Secrets of Being a No. 1 App
The Paid vs. Free Apps Challenge
www.app-promo.com 13The Secrets of Being a No. 1 App
Opportunity (Paid vs Free)
www.app-promo.com 14The Secrets of Being a No. 1 App
Opportunity (Paid vs Free)
www.app-promo.com 15The Secrets of Being a No. 1 App
Paid Apps that work
www.app-promo.com 16The Secrets of Being a No. 1 App
App Promo White Paper
SLOW AND STEADY WINS THE RACE:
App Developers That Stick it Out Come Out on Top
App Promo Developer ...
2013When we compare the results of the 2013 survey to the year prior we find a
massive change in monetization models but w...
49%
23%
17%
5%
3% 3%
Getting App Discovered
Making Money with App
Turning App into Business
Keeping Up With Platform Chang...
Android Succeeding in Asia
iOS Succeeding in the USA
iOS shows its fun and games side while Android proves to
be more prac...
www.app-promo.com
App Promo White Paper: Developer Survey 2013
Android Making Less Money
iOS Marketing More
We find that b...
Facebook & Twitter
Most Common Social Networks
Nearly 1/3 of developers are not using social networks to market their app....
54% None
25% Mobile
20% Cross Promotion
15% Search
13% Social
Ads Under
Utilized
Most Developers Not
Using Ads to Increase...
26%
26%14%
14%
8%
5%
5% 2%
Don't Market
SocialMedia
App Store Feature
App Store Chart
Press & Bloggers
Paid Media
Other
In...
The Long Haul
Developers That Stick It Out Thrive!
www.app-promo.com
App Promo White Paper: Developer Survey 2013
Newbie D...
The Discovery Challenge
www.app-promo.com 26The Secrets of Being a No. 1 App
A very crowed ecosystem
www.app-promo.com 27The Secrets of Being a No. 1 App
www.app-promo.com 28The Secrets of Being a No. 1 App
www.app-promo.com 29The Secrets of Being a No. 1 App
The Discoverability Challenge
www.app-promo.com 30The Secrets of Being a No. 1 App
The State of Discoverability
www.app-promo.com 31The Secrets of Being a No. 1 App
The State of Discoverability
www.app-promo.com 32The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
Prelaunch Marketing	
  
www.app-promo.com 33The Secrets of Being a No. 1 App
In Search of (ASO)
App Store Optimization	
  
www.app-promo.com 34The Secrets of Being a No. 1 App
App Store Optimization
ASO
www.app-promo.com 35The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
(SEO+ASO)
www.app-promo.com 36The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
(SEO+ASO)
www.app-promo.com 37The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
(Software Updates)	
  
www.app-promo.com 38The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
Social/Grass Roots
www.app-promo.com 39The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
Paid Mobile Advertising	
  
www.app-promo.com 40The Secrets of Being a No. 1 App
Solving the Discovery Puzzle
Tracking Tool (Analytics)	
  
www.app-promo.com 41The Secrets of Being a No. 1 App
Maintaining Rank
Engagement
www.app-promo.com 42The Secrets of Being a No. 1 App
Being a No.1 App - Workshop
www.app-promo.com 43The Secrets of Being a No. 1 App
workshop goals
•  Teach participants tactics and techniques to help them
better market and monetize their apps
•  Encourag...
exercise #1 (ASO- Visual)
Which app icon do you feel is doing a better job of selling
the app? Why?
www.app-promo.com 45Th...
exercise #1 – (ASO Visual - Response)
Which app icon do you feel is doing a better job of selling
the app? Why?
www.app-pr...
exercise #2 (ASO-Keywords)
What are the keywords you would use for this app? Where
would you consider using these keywords...
exercise #2 – (ASO Keywords-Response)
What are the keywords you would use for this app? Where
would you consider using the...
exercise #3 (Mobile Advertising)
Keeping in mind mobile ad banner size, use this app and to
create a CALL TO ACTION that y...
exercise #3 – Mobile Advertising (Response)
Keeping in mind mobile ad banner size, use this app and to
create a CALL TO AC...
exercise #4- Cost of Acquisition
Using this app, describe what information you would need in
order to calculate cost per a...
exercise #4 – Cost of Acquisition Response
Work with various ad networks to determine costs and range
for app acquisition ...
exercise #5 –Monetization Models
If the cost per acquisition of this app is $1.50, what
monetization strategies would you ...
exercise #5 – Monetization Response
If the cost per acquisition of this app is $1.00, what
monetization strategies would y...
www.app-promo.com
App Promo White Paper: Developer Survey 2013
What You Should Be Doing
The best way to learn how to succe...
Mobile: 416-464-2223
Email: gary@app-promo.com
Web: www.app-promo.com
Twitter: @AppPromo
Facebook: www.facebook/apppromo
c...
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App promo Screen Presentation Oct 2013

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Transcript of "App promo Screen Presentation Oct 2013"

  1. 1. Screens 2013 Being a Good App is Not Good Enough Oct 3rd, 2013 Toronto, Ontario #1
  2. 2. GARY YENTIN, CEO & Founder, App-Promo •  Gary Yentin is a senior mobile executive, with over fifteen years of experience managing strategy sales, product, marketing, operations, and technology for established media entertainment, and technology companies. •  For the last ten years Gary has focused on mobile technologies, including content development and distribution having worked for m-Qube in the capacity of Vice President, and mobile advertising having worked with Admob, Enpocket, Nokia, Quattro and Jumptap. •  In the last three years, Gary has focused on the business of mobile applications, discovery, distribution and monetization and is CEO and Founder of the award winning agency- www.app-promo.com. •  Follow him @Apppromo or find him at http://www.linkedin.com/in/gyentin www.app-promo.com 2The Secrets of Being a No. 1 App
  3. 3. helping you succeed in the business of mobile and apps Leaders in Mobile Strategy, Monetization & Marketing
  4. 4. Current App Stores (iOS/Android) www.app-promo.com 4The Secrets of Being a No. 1 App
  5. 5. Snapshot of the App Ecosystem www.app-promo.com 5The Secrets of Being a No. 1 App As of 9/30/2013
  6. 6. Snapshot of the App Ecosystem www.app-promo.com 6The Secrets of Being a No. 1 App As of 9/30/2013 Current  number  of   Android  apps  in  the   market:  857,  768     Percentage  of  low   quality  apps:  23  %  
  7. 7. opportunity www.app-promo.com 7The Secrets of Being a No. 1 App
  8. 8. opportunity www.app-promo.com 8The Secrets of Being a No. 1 App
  9. 9. opportunity www.app-promo.com 9The Secrets of Being a No. 1 App
  10. 10. opportunity www.app-promo.com 10The Secrets of Being a No. 1 App
  11. 11. opportunity www.app-promo.com 11The Secrets of Being a No. 1 App
  12. 12. opportunity www.app-promo.com 12The Secrets of Being a No. 1 App
  13. 13. The Paid vs. Free Apps Challenge www.app-promo.com 13The Secrets of Being a No. 1 App
  14. 14. Opportunity (Paid vs Free) www.app-promo.com 14The Secrets of Being a No. 1 App
  15. 15. Opportunity (Paid vs Free) www.app-promo.com 15The Secrets of Being a No. 1 App
  16. 16. Paid Apps that work www.app-promo.com 16The Secrets of Being a No. 1 App
  17. 17. App Promo White Paper SLOW AND STEADY WINS THE RACE: App Developers That Stick it Out Come Out on Top App Promo Developer Survey (June 2013)
  18. 18. 2013When we compare the results of the 2013 survey to the year prior we find a massive change in monetization models but we confirm that there is little change in app developer’s difficulties in making money with their app. 2012 2013 2012 Developers whose apps are free 63% 35% Developers who felt they don’t have a standalone business 81% 80% Developers who are not breaking even with app 67% 59% Developers who don’t have a marketing budget 66% 52% www.app-promo.com App Promo White Paper: Developer Survey 2013 18
  19. 19. 49% 23% 17% 5% 3% 3% Getting App Discovered Making Money with App Turning App into Business Keeping Up With Platform Changes Getting Budget for Marketing Working with Closed App Store Discovery & Monetization Top Challenges for Developers It isn’t surprising that discovery and monetization top the list of issues that developers have today. Both are intrinsically tied to one another and are common problems for new products on any platform. www.app-promo.com App Promo White Paper: Developer Survey 2013 19
  20. 20. Android Succeeding in Asia iOS Succeeding in the USA iOS shows its fun and games side while Android proves to be more practical when looking at the differences between successful apps between these two platforms. www.app-promo.com App Promo White Paper: Developer Survey 2013 iOS Android Developers Seeing Success in Asia 4% 25% Developers Seeing Success in the US 68% 43% Most Successful Category Games – 32% Utilities – 30% Free Apps 80% 46% Most Common Price outside Free $2.99 - $9% $0.99 – 25% 20
  21. 21. www.app-promo.com App Promo White Paper: Developer Survey 2013 Android Making Less Money iOS Marketing More We find that both platforms are having issues breaking even but Android developers are having an even harder time than their iOS counterparts iOS Android Most Common Revenue Model Paid Apps – 55% Ads – 41% Most Developer Revenue Earnings $5000 or less – 55% $1000 or less – 64% $0 in Earned Revenue To Date 10% 41% Developers with Marketing Budgets of $1000 or less 32% 23% Developers not breaking even 58% 73% Developers who don’t consider their app standalone business 75% 77% Developers Not Considering Abandoning Their App 75% 80% 21
  22. 22. Facebook & Twitter Most Common Social Networks Nearly 1/3 of developers are not using social networks to market their app. For those that are using these networks – Facebook and Twitter reign supreme. Pinterest and Tumblr are untapped networks for marketing of apps at this time. 67% 59% 26% 23% 23% 6% 6% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% www.app-promo.com App Promo White Paper: Developer Survey 2013 22
  23. 23. 54% None 25% Mobile 20% Cross Promotion 15% Search 13% Social Ads Under Utilized Most Developers Not Using Ads to Increase Discovery of Apps •  54% of App Developers are not using any type of ads to market their apps. •  Mobile ads are the most common outside of search and social. •  20% of developers are cross promoting their apps using ads on their own or other developer apps. www.app-promo.com App Promo White Paper: Developer Survey 2013 23
  24. 24. 26% 26%14% 14% 8% 5% 5% 2% Don't Market SocialMedia App Store Feature App Store Chart Press & Bloggers Paid Media Other Incentive Networks Lack of Marketing Most Developers Not Marketing 29% of developers said that they didn’t market their app. For those that did market their app 12% said their campaigns were only 1 week while another 12% indicated that their marketing efforts were ongoing. www.app-promo.com App Promo White Paper: Developer Survey 2013 24
  25. 25. The Long Haul Developers That Stick It Out Thrive! www.app-promo.com App Promo White Paper: Developer Survey 2013 Newbie Developer Experienced Developer Time in Market Less than 6 Months Over 3 Years Revenue Earned to Date $1,000 or Less $500,000+ Primary Monetization Model Paid App Ads Breaking Even? 77% Said No 100% Said Yes Marketing Budget? 64% Have $0 45% Had $1K or Less Consider App a Standalone Biz 87% Do Not 78% Do Thinking of Abandoning Their App 84% Said No 78% Said No Despite the challenges app developers are facing, we find that those that keep their app in market for 3 or more years are finding the most success. Additionally, those developers who put time and money into marketing were reaping the rewards. 25
  26. 26. The Discovery Challenge www.app-promo.com 26The Secrets of Being a No. 1 App
  27. 27. A very crowed ecosystem www.app-promo.com 27The Secrets of Being a No. 1 App
  28. 28. www.app-promo.com 28The Secrets of Being a No. 1 App
  29. 29. www.app-promo.com 29The Secrets of Being a No. 1 App
  30. 30. The Discoverability Challenge www.app-promo.com 30The Secrets of Being a No. 1 App
  31. 31. The State of Discoverability www.app-promo.com 31The Secrets of Being a No. 1 App
  32. 32. The State of Discoverability www.app-promo.com 32The Secrets of Being a No. 1 App
  33. 33. Solving the Discovery Puzzle Prelaunch Marketing   www.app-promo.com 33The Secrets of Being a No. 1 App
  34. 34. In Search of (ASO) App Store Optimization   www.app-promo.com 34The Secrets of Being a No. 1 App
  35. 35. App Store Optimization ASO www.app-promo.com 35The Secrets of Being a No. 1 App
  36. 36. Solving the Discovery Puzzle (SEO+ASO) www.app-promo.com 36The Secrets of Being a No. 1 App
  37. 37. Solving the Discovery Puzzle (SEO+ASO) www.app-promo.com 37The Secrets of Being a No. 1 App
  38. 38. Solving the Discovery Puzzle (Software Updates)   www.app-promo.com 38The Secrets of Being a No. 1 App
  39. 39. Solving the Discovery Puzzle Social/Grass Roots www.app-promo.com 39The Secrets of Being a No. 1 App
  40. 40. Solving the Discovery Puzzle Paid Mobile Advertising   www.app-promo.com 40The Secrets of Being a No. 1 App
  41. 41. Solving the Discovery Puzzle Tracking Tool (Analytics)   www.app-promo.com 41The Secrets of Being a No. 1 App
  42. 42. Maintaining Rank Engagement www.app-promo.com 42The Secrets of Being a No. 1 App
  43. 43. Being a No.1 App - Workshop www.app-promo.com 43The Secrets of Being a No. 1 App
  44. 44. workshop goals •  Teach participants tactics and techniques to help them better market and monetize their apps •  Encourage an open discussion using real-life examples of apps in the market by the group •  Inspire participants to consider new  www.app-promo.com 44The Secrets of Being a No. 1 App
  45. 45. exercise #1 (ASO- Visual) Which app icon do you feel is doing a better job of selling the app? Why? www.app-promo.com 45The Secrets of Being a No. 1 App
  46. 46. exercise #1 – (ASO Visual - Response) Which app icon do you feel is doing a better job of selling the app? Why? www.app-promo.com 46The Secrets of Being a No. 1 App High Quality Bright Colorful Uses a Zombie High Quality Bright Colorful No direct reference to the genre Dark Poor Quality / Graphics Can’t read/make out words Don’t translate to small icons No immediate recall to Zombies #1 #2 #3
  47. 47. exercise #2 (ASO-Keywords) What are the keywords you would use for this app? Where would you consider using these keywords to help with discovery of the application? www.app-promo.com 47The Secrets of Being a No. 1 App
  48. 48. exercise #2 – (ASO Keywords-Response) What are the keywords you would use for this app? Where would you consider using these keywords to help with discovery of the application? www.app-promo.com 48The Secrets of Being a No. 1 App KEYWORDS zombie, killing zombies, zombie killer, target zombie shooter game, zombie slayer, zombie fight, fight zombies, zombie attack, zombie game, zombie iphone app, zombie iphone app game, kill zombies on your iphone, living dead, walking dead, zombies at night, night walkers, zombie defense KEYWORD USAGE •  App Title •  App Metadata •  App product description •  Social Networks •  Online & Mobile Pages (Metadata & on page copy) •  YouTube •  Press Releases & Blogs Posts
  49. 49. exercise #3 (Mobile Advertising) Keeping in mind mobile ad banner size, use this app and to create a CALL TO ACTION that you feel will best drive conversion to download. www.app-promo.com 49The Secrets of Being a No. 1 App
  50. 50. exercise #3 – Mobile Advertising (Response) Keeping in mind mobile ad banner size, use this app and to create a CALL TO ACTION that you feel will best drive conversion to download. www.app-promo.com 50The Secrets of Being a No. 1 App Zombies are attacking. Download to kill them now! Download Zombie Target for FREE on your iPhone! Kill Zombies and save the World. Download the app!
  51. 51. exercise #4- Cost of Acquisition Using this app, describe what information you would need in order to calculate cost per acquisition for the target user. www.app-promo.com 51The Secrets of Being a No. 1 App
  52. 52. exercise #4 – Cost of Acquisition Response Work with various ad networks to determine costs and range for app acquisition for a quality user a user who not only downloads but also engages with the application. Costs vary between 1.25-1.80 for a free user . www.app-promo.com 52The Secrets of Being a No. 1 App Free or Paid Application Location (USA or Global) Time of Year (Xmas more $$) Acquisition Platform(IOS/Android) Daily Volumes available
  53. 53. exercise #5 –Monetization Models If the cost per acquisition of this app is $1.50, what monetization strategies would you employ in order to make this a successful app? Why? www.app-promo.com 53The Secrets of Being a No. 1 App Mobile Advertising Paid App Freemium (In-App Purchases) Sponsorship Subscription
  54. 54. exercise #5 – Monetization Response If the cost per acquisition of this app is $1.00, what monetization strategies would you employ in order to make this a successful app? Why? www.app-promo.com 54The Secrets of Being a No. 1 App Launch with the App being FREE to download •  Reason: No barrier to entry. Will help to drive downloads. Implement Mobile Advertising including offer walls and game networks as well as 3rd party networks. •  Reason: Game networks will drive downloads but will also provide niched ad buys which reflect the app user segments. 3rd party networks like Admob and similar will be used to supplement revenue. Important to work with these networks to help them better target their buys. Introduce In-App Purchases for additional levels, bonus content or virtual goods •  Reason: Ad revenue may not be enough so to mitigate the risk you will want to diversify your monetization strategies. In-App purchases work well with games and will help to drive usage (e.g. buy a premium gun) which will in turn help ad revenue
  55. 55. www.app-promo.com App Promo White Paper: Developer Survey 2013 What You Should Be Doing The best way to learn how to succeed is to look at those who are doing well around you and follow suit. The Developer that are succeeding with their apps are marketing. To help you get started we have created the following app marketing checklist. Of course, you don’t need to do this alone. As an app marketing and strategy firm we are here to help developers who may not have the necessary time to market their application. Online Landing Page Mobile Landing Page Social Networks: Twitter & Facebook Paid Media: Mobile, Search, Social Paid Reviews PR & Blogger Outreach Price Promotions 55
  56. 56. Mobile: 416-464-2223 Email: gary@app-promo.com Web: www.app-promo.com Twitter: @AppPromo Facebook: www.facebook/apppromo contact us
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