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MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
MobileMonday Austria - Apprupt
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MobileMonday Austria - Apprupt

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App Marketing - Product, Channels and Metrics - Apprupt - Kjell Fischer (März 2010 in Hagenberg)

App Marketing - Product, Channels and Metrics - Apprupt - Kjell Fischer (März 2010 in Hagenberg)

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  • 1. App Marketing   Product, Channels and Metrics Hagenberg, March 5th, 2010 Mobile Monday Austria Kjell Fischer (@KjellFischer) apprupt (@apprupt)
  • 2. Kjell Fischer, Managing Director apprupt © 2010 apprupt GmbH • www.apprupt.com 2
  • 3. App Marketing © 2010 apprupt GmbH • www.apprupt.com 3
  • 4. App Marketing? It‘s easy, right? Your app? Your User? App Marketing ? Brigitte iPhone App. iTunes-Link: http://bit.ly/b7eQlO © 2010 apprupt GmbH • www.apprupt.com 4
  • 5. Sure, just get featured. Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/ © 2010 apprupt GmbH • www.apprupt.com 5
  • 6. Or, get featured. „The application was netting an average of about $80-$100/day, until it became a featured app on the Marketplace. Since then, sales have been phenomenal, netting an average of $435/day, with a one day record of $772 on Valentine's Day." Edward Kim, Car Locator (Android) © 2010 apprupt GmbH • www.apprupt.com 6
  • 7. App Marketing Is Not (Only) Getting Featured © 2010 apprupt GmbH • www.apprupt.com 7
  • 8. App Marketing = Get As Many Downloads As Possible © 2010 apprupt GmbH • www.apprupt.com 8
  • 9. (App) Marketing‘s ONLY Rule © 2010 apprupt GmbH • www.apprupt.com 9
  • 10. Spend less than you earn OR earn more than you spend. © 2010 apprupt GmbH • www.apprupt.com 10
  • 11. In other words... Earnings per Customer Cost of Customer Acquisition Earnings per Download Cost per Download Earnings per Download Max. Spendings per Download Earnings per Download Ø Earnings per Customer Lifetime © 2010 apprupt GmbH • www.apprupt.com 11
  • 12. Does your customer lifetime value look like this? EUR 0,79 app EUR 0,61 / download © 2010 apprupt GmbH • www.apprupt.com 12
  • 13. Spend Less Than You Earn © 2010 apprupt GmbH • www.apprupt.com 13
  • 14. Appvertising © 2010 apprupt GmbH • www.apprupt.com 14
  • 15. Advertising a paid app. Cost per Click EUR 0,05 CVR Click to Download 1% Cost per Download EUR 5 App Revenues EUR 7,15 © 2010 apprupt GmbH • www.apprupt.com 15
  • 16. Conversion rates vary massively. apprupt Conversion Rate Paid Apps Productivity Gaming Location 35,00% Lifestyle 30,67% 30,00% 27,13% 25,00% 20,18% 20,00% 18,45% 15,00% 10,00% 5,00% 0,00% Productivity Gaming Location Lifestyle © 2010 apprupt GmbH • www.apprupt.com 16
  • 17. Advertising a paid app. Cost per Click EUR 0,10 CVR Click to Download 15 % Cost per Download EUR 0,66 App Revenues EUR 0,95 © 2010 apprupt GmbH • www.apprupt.com 17
  • 18. App Refferals / Recommendations © 2010 apprupt GmbH • www.apprupt.com 18
  • 19. How do users discover apps? How do you discover the apps you decide to download?  70%  (check all that apply)  60%  50%  40%  30%  62%  60%  46%  20%  30%  10%  19%  13%  10%  0%  Searching for a  Browsing through  Word of mouth  See ads while  Press/news  A brand I know  Other  specific type of  top app store  (recommendaCons  using other apps  arCcles or blogs  introduces an app  app  rankings  from friends or  and reaches out to  colleagues)  me  Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009 © 2010 apprupt GmbH • www.apprupt.com 19
  • 20. Getting more downloads out of a download. Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc © 2010 apprupt GmbH • www.apprupt.com 20
  • 21. The free / paid strategy. App Stores: Free/Paid Shares iCombat Sales as a % of Lite Downloads Percentage Free Percentage Paid Gross Sales Windows 22% 78% U.S. Global Conversion Rate 8,73% 6,53% Palm 32% 68% 1 month increase in sales 496% 450% Source: iCombat, 2009: http://bit.ly/4GrEn3 Nokia 15% 85% Android 57% 43% BlackBerry 24% 76% Apple 25% 75% 0% 20% 40% 60% 80% 100% Source: Distimo, 2010: http://bit.ly/bYGe4C © 2010 apprupt GmbH • www.apprupt.com 21
  • 22. Developers pay EUR 0,35 or 30% of of net revenues per download. © 2010 apprupt GmbH • www.apprupt.com 22
  • 23. Earn More Than You Spend © 2010 apprupt GmbH • www.apprupt.com 23
  • 24. How much is your customer willing to pay? „  “  iPhone-Ticker.de Average Category Prices (United States) 16 Apple App Store ($) Blackberry App World ($) Google Android Market ($) 14,77 14 12,71 12 10 9,3 9,5 8,93 7,89 8 6 4,71 4,94 4,68 4,73 4,30 4 3,61 3,23 3,27 2,94 2,552,70 2,31 2,071,85 2 1,69 1,671,89 1,40 0 Entertainment Finance Navigation & News & Weather Productivity Reference Social Utilities / Tools Travel Networking Source: Distimo, 2009: http://bit.ly/ckbueD © 2010 apprupt GmbH • www.apprupt.com 24
  • 25. How much do you want to earn? Average Prices 10 In USD 8,96 9 8 7 6 5 4 3 2,25 2 1 0 Average Price Top Paid Average Price Top Grossing Source: Distimo, 2010: http://bit.ly/bYGe4C © 2010 apprupt GmbH • www.apprupt.com 25
  • 26. In summary… Get the basics right Know your customer Know your metrics Use the tools Become an expert © 2010 apprupt GmbH • www.apprupt.com 26
  • 27. Or, just get featured. Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app © 2010 apprupt GmbH • www.apprupt.com 27
  • 28. Image Credits. http://www.flickr.com/photos/tonytoo/3683219335/ http://www.stretchinternet.com/images/money2.jpg http://www.mkbergman.com/wp-content/themes/ai3/images/2009Posts/090220_money_stack.jpg http://z.about.com/d/homerenovations/1/0/a/E/-/-/LightBulbDrawing.png  http://www.rowva.k12.il.us/Elementary/Third%20Grade%20Web%20Page/images/math.jpg  © 2010 apprupt GmbH • www.apprupt.com 28
  • 29. Thank you! apprupt® - App Affiliate Network apprupt GmbH Kjell Fischer, Managing Director Mob +49 151 – 22 63 47 61 Friedensallee 9 kf@apprupt.com 22765 Hamburg Germany Selection of Publishers: © 2010 apprupt GmbH • www.apprupt.com 29

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