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Insights on Android App Development, Marketing and Monetization

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The presentation includes current market trends for android apps and elaborate the basic business model. It is focused in terms of insights on android app development, marketing and monetization for …

The presentation includes current market trends for android apps and elaborate the basic business model. It is focused in terms of insights on android app development, marketing and monetization for android apps. The presentation is also supported with significant data and case studies.

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  • 1. Monetization, Marketing and Development of Android Apps OpenXcell Technolabs Pvt. Ltd. 01/10/2013
  • 2. A brief about OpenXcell Technolabs • Openxcell Technolabs is an ISO 9000:2008 certified company located in India and USA • We are a team of enthusiastic designers, Developers and managers exceeding the strength of 200 • We have strong hold in Mobile App Development, Game Development, Web Development, E-commerce Development and Enterprise Systems • We have delivered quality solutions to our worldwide clientele
  • 3. MARKET TRENDS, SIZE AND REVENUE SHARING
  • 4. Android VS iOS Revenues •A lot of noise in market that monetization on Android is difficult •But this is catching up quickly Reference: - DISTIMO
  • 5. Google Play’s piece of the pie increases This analysis is based on comparing the revenue generated from the app stores of the following 34 countries: Australia, Austria, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, South Korea, Mexico, Netherlands, New Zealand, Norway, Philippines, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Kingdom, United States, and Vietnam. Reference: - DISTIMO
  • 6. Revenue distribution by country The above graph includes the revenue of both Apple App Store and Google Play Reference: - DISTIMO
  • 7. Revenue distribution by platform Reference: - DISTIMO
  • 8. Downloads & Revenues Per Category The graph above displays the popularity of each category as proportion of the whole store volume. Reference: - DISTIMO
  • 9. APPLICATIONS AND PUBLISHERS THAT ARE WINNING GROUND IN GOOGLE PLAY
  • 10. Mobage Revenue Mobage is a developer has gained similar revenue no. in the Apple App Store and Google Play Blood Brother by Mobage generated more revenue in the Google Play than the Apple App store in United States Reference: - DISTIMO
  • 11. Square Enix Revenues Final Fantasy III, paid game ($15.99) Generated 73% of their global revenue on Google Play Reference: - DISTIMO
  • 12. WhatsApp Revenues Paid on iOS, Free in Android Generating more revenues in several key EU countries in Google Play Reference: - DISTIMO
  • 13. Top Apps on Google Play – August 2013 Reference: - DISTIMO
  • 14. THE BUSINESS MODEL
  • 15. A Preface One Big Question: Are you making an App or making a Business?
  • 16. The Business Model • Product: A Good App – Make Great Apps which solves user’s needs • Marketing: Users – Identify and grab your users. In starting phase marketing efforts are required • Sales: Monetization – Make sure that you have a monetization plan for sales
  • 17. PRODUCT: THE MOBILE APP Why Android and why not the Rabbit
  • 18. Why Android 1. Commitment to openness, shared vision, and concrete plans. 2. Android has reached the masses. 3. No centralized company dictating when new top of the line phones are released. 4. Android is not just for your phones and tablets.
  • 19. Why Android 5. Quick approval time 6. Ability to customize the stock OS to its core 7. Google believes in innovation
  • 20. Deciding where to Launch First So you have a app concept in mind, but you are reluctant to start on both of the platforms for some or the other reasons?
  • 21. Facts to consider 1. For your app category what are the current users using?
  • 22. Facts to consider 2. Revenues versus visibility
  • 23. Facts to consider 3. Fragmentation can be advantageous if used tactfully
  • 24. Facts to consider 4. For the app concept you concluded, try identifying your potential market geographically
  • 25. HOW TO PROCEED WHEN YOU HAVE THE CONCEPT READY
  • 26. Identify your app type A native application can be divided into simpler categories. As such: I. Static Native apps II. Dynamic Native apps III. Hybrid native apps
  • 27. Static Native apps What it is: • These are the applications which are developed with native software development kit but they don’t require an internet connection to get running. Advantages: • Since this specific app type don’t require relying on internet so its faster. • Its more cost effective as you needn’t write web services to fetch data from server.
  • 28. Static Native apps Disadvantages: • If you have a concept that needs huge bulk of data then you may not consider Static app. This will increase the local database’s size and it will degrade the performance of the application. • Secondly, since the app is not connected to server so it limits customization of your data once its on store. Examples: • • • • Marketing campaign apps App locker E book readers Music players
  • 29. Dynamic Native apps What it is? These are the applications which are developed with native software development kit but at the same time posseses connectivity to centralized repository from where the data is suppose to get fetched. These are the apps which can only work with an active internet connection. Advantages? • Works on the principle of distributed computing, where majority of the data will get stored on server. Hence it will reduce load at the app’s end. • One can customize the content of the app from the centralized content management system located on the server.
  • 30. Dynamic Native apps Disadvantages: • You have to place your content on the server. So you have to incur expenses of subscribing a server. There are many server providers whom you can choose to provide you a server for a cost. Ex: http://aws.amazon.com/, http://in.godaddy.com/ • Have to compromise on the speed. These are the app types which relies entirely on the server. So your app should be on a good network coverage zone to benefit from it. Examples : • Product catalogue • Social networking app that requires storing user’s information on server
  • 31. Hybrid apps What it is? These are mostly written with web technologies (HTML5, CSS and JavaScript). Advantages? • Unlike web applications, a hybrid app can take advantage of device capabilities like geo location, accelerometer or the camera • Cross platform affinity • Can work in offline mode
  • 32. Hybrid apps Disadvantages: • Cannot access all the native APIs of the device and hence its limited. • Although it uses mostly web technologies to program your application but you still need knowledge of native coding to access native libraries • Compromises on speed and performance. Examples : • Real estate apps • E-commerce apps
  • 33. Hybrid apps
  • 34. Which Approach is Best?
  • 35. Marketing TRENDING APP CATEGORIES
  • 36. Personalization and Entertainment is hitting charts
  • 37. Marketing Case Study: ALIAS FACEBOOK HOME
  • 38. Case Study Overview: Replaces your standard home screen with a steady stream of facebook feeds. https://play.google.com/store/apps/details?id=com.alias.facebook.launcher
  • 39. Case Study Execution:
  • 40. Case Study Challenges: 1. Creating custom workspace 2. Dynamically blurring live images 3. Pagination of facebook feeds 4. Creation of custom App tray
  • 41. Case Study 1. Creating custom workspace:
  • 42. Case Study 2. Dynamically blurring live images:
  • 43. Case Study 3. Pagination of facebook feeds: https://developers.facebook.com/docs/reference/api/pagination/
  • 44. Case Study 4. Creation of custom App tray: • Google’s opensource code: https://android.googlesource.com/platform/packages/apps/Launcher2/ • Added an new method in LauncherModel.java class loadApplications(boolean isLaunching,Launcher launcher, boolean localeChanged)
  • 45. Marketing MARKETING
  • 46. Marketing • • • • • • Marketing and Competitive Research ASO Press Releases Integrate Social Media Mobile Display Advertising Burst Marketing
  • 47. APP STORE OPTIMIZATION (ASO)
  • 48. App Store Optimization • • • • • • • • Pick your app name Find your keywords Localize your keywords Design an eye-catching icon Screenshots attraction The power of great description Having a demo/promo video Getting (good) reviews
  • 49. A little more about the Google Play Store rank algorithm – Number of ratings: how many people have rated and reviewed your app. – Ratings: how high (or low) they are – Amount of downloads: how many app downloads – Downloads growth: the growth of downloads over the last 30 days – Uninstalls: how many people uninstall the app – Usage: frequency with which your app is used (reported by some developers)
  • 50. App Localization – Case Study by David Jenner Before Localization 76% Traffic from English Speaking Counties 3000 Downloads After Localization 10% Traffic from English Speaking Counties 23000 Downloads
  • 51. Case Study – Out Comes • Localizing the app helped increase downloads by 767% • Localization Means: – Localization of Keywords – Localization of App Name – Localization of Screenshots – Localization of Description – Localization of Language strings within the App • Please find the detail analysis of the research at http://makeappmag.com/iphone-app-localization-keywords/
  • 52. Integrate Social Media • Prepare a strategy for App marketing on social media platforms • Content is King • Network with App review sites prior to the launch • Network with other relevant blog online communities like LinkedIn groups • Video tutorials are also very influential
  • 53. Process of Mobile App Install Ads on Face book • Set a Target URL in the Ads Create Tool Copy and paste your Google play URL link into the destination box in Ad’s create tools Face book will automatically know that the URL is for a mobile app and your objective will be set to get “Get mobile app users”
  • 54. Process of Mobile App Install Ads on Face book • Customize your Ad Add a custom message for your audience (and local text for different countries) and a 600X360 image.
  • 55. Process of Mobile App Install Ads on Face book • Choose your Audience – First, select your platform (Android or iOS) – Then select the specific OS versions (e.g., “Jellybean 2.3 and greater” or ”iOS 5.0 and greater”) that you want to target. – New: Within Android and iOS, you can also select the devices you are interested in reaching. For example, on Android, you can choose to reach Android 'tablets' or Android 'smartphones' (or both). Similarly, for iOS, you can reach iPod, iPhone, or iPad devices. You can add further targeting options to reach people in the demographic, interest, and broad category groups that are relevant to your app. You can proceed further by setting your budget and placing the order. Reference: https://developers.facebook.com/docs/ads-for-apps/mobile-appads/
  • 56. Process of Mobile App Install Ads on Face book MONETIZATION
  • 57. Options for Monetization
  • 58. Monetization Tips • Few Suggestions: – – – – – Play by number not by price Higher price not always means higher revenue Higher price could be low User/Transaction 100K users with 1$ transaction is better than 10K users with 10$ Why? More Users = More Viral Effect = More Transactions • For Paid Apps – Always have a Free Version (Freemium) • For Ads – Always track your eCPM revenue
  • 59. Monetization – Ads - Glossary • CPM (Cost Per Mile) – Price per 1000 views (paid by Advertiser) • CPC (Cost Per Click) – Price per Click (paid by advertiser) • Fill Rate: – Number of Displayed Ads / Number of Views • CTR (Click Through Rate) – Number of Clicks / Number of Views
  • 60. Monetization Ways through Ads • Monetization through House Ads • Monetization through Ad Network • Monetization through Ad Mediation
  • 61. Monetization – House Ads ABC Mobile App Ad Agency Showing Ads on XYZ Apps Request Setting Ads in his own App XYZ Publisher Need to advertise any other app of his portfolio or upgrades for the current app Show Ads to Users
  • 62. Monetization – House Ads Requirements: – You must have channels to Advertisers – You must be having enough user base to attract Advertisers
  • 63. Monetization – Ad Network Advertiser Showing Ads on XYZ Apps ABC Ad Network Advertiser Report Advertiser XYZ Publisher Show Ads to Users
  • 64. Monetization – Ad Mediation • Ad Mediation enables you to connect with multiple ad networks through one simple integration • You can control your allocation or choice of network • By using multiple networks, you can assess which are performing best and optimize accordingly to maximize fill rates and increase your revenues
  • 65. Top – App Marketer & Advertisers - Comparison Network Platform Known Model AdMob iOS, Android, CPC Windows Phone 7 mMedia iOS, Android, Windows Phone 7, BlackBerry, CPC, CPM, CPA Symbian, Java, WebOS Adfonic iOS, Android CPC, CPM Chartboost iOS, Android CPC, CPI Tapjoy iOS, Android, CPI Windows Phone Supported Ad Format Banner, Smart Banner, Interstitial, Search, Table Mediation House Ads Yes Yes Banner, Interstitial, Yes Interactive Video, Rich Media Yes Banner, Interstitial, Video, Yes Rich Media Interstitial No Banner, Interstitial, Video, Yes Offer Wall Yes Yes No
  • 66. Top – App Marketer & Advertisers - Comparison Besides developing great apps OpenXcell Technolabs is also providing marketing and monetization services to our clients. Please find more App Marketer and Advertisers for Advertise and monetize your app on the below link: http://www.hongkiat.com/blog/mobile-app-monetizing-networks/