Understanding the AppStore ecosystem and its key mechanisms

5,876 views
5,701 views

Published on

Anne Catherine Goulby, MagicSolver for Lotus Conference 8

Published in: Technology, News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,876
On SlideShare
0
From Embeds
0
Number of Embeds
94
Actions
Shares
0
Downloads
73
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Understanding the AppStore ecosystem and its key mechanisms

  1. 1. Reach the top 25 of the App Store within 24h Case study: How to increase downloads of your iPhone app? Anne-Catherine Goulby Marketing at MagicSolver anne@magicsolver.com
  2. 2. MagicSolver – from indie app developers …to the mobile apps discovery specialists • We started in spring 2009 • Spin out of Cambridge University • Winner of Cambridge University Entrepreneur June 2009 • Released 2 first apps in 3 months: Sudoku Magic FaceShift • Good technological success (featured by Robert Scoble, MagicSolver augmented reality pioneers…) • But very hard to be visible on the App Store …only few hundred downloads in 3 months…
  3. 3. With over 400,000 applications on the App Store, it is harder than ever to get noticed! 600 new apps on the App Store every day – hard to stand out, even with a very good app…
  4. 4. PROBLEM: App Store – too many iPhone apps! How to find good apps? How to be visible? How to reach my audience? Global Brands Users Developers
  5. 5. SOLUTION: MagicSolver Daily Surprise applications 5 Surprise Users ⇒ Selection of the best apps Developers Global Brands
  6. 6. 2009: 300,000 users : top 5 UK & Germany 2010: 1.5 million users #1 in UK, Germany, France & 20 countries! Advent Calendar 2009 & 2010 Surprise users … 1 great app every day 1 free app per day 1st to 25th December 6 25 developer partners All reached the top 25 of the App Store
  7. 7. 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 Cumulative downloads In 2 years: 7+ million downloads, #1 in 35 countries 20+ million downloads for our 100+ partners
  8. 8. MagicSolver-the mobile apps discovery specialists We help millions of users to discover the best apps for free every day within our apps  Daily selection of paid apps for Free with Free App Magic  BBC click 1st October 2011  Special selection for limited edition apps:  Advent Calendar for Christmas: 25 best apps  Valentine’s Day: 14 apps for your love  Football WC 2010, Rugby WC 2011, London 2012  Halloween Countdown: 13 dark surprises We provide an innovative user acquisition solution for developers seeking to stand out from over 400,000 apps. Over 20 million downloads for our partners, iOS & Android They reach the top 25 of the App Store across the world every day
  9. 9. Why aiming the Top 25 on the App Store to boost your downloads? TOP 25 is the first driver of download: 1. Better than been featured by Apple 2. Better than newspaper or TV adds: 1 click to download 3. Top 25 = like being in the first page of Google search  Extra visibility from users  Extra downloads: x50 to x100 more downloads!
  10. 10. Case Study: impact of the Top 25 in the App Store to boost your downloads Case #1, Sudoku Magic Lite: • #6 in the UK • 180,000 downloads in 10 days • A second life for an 2 years-old game Case #2, Winter Pop: • New launch • #4 in the UK • 220,000 downloads in 10 days
  11. 11. General tips to increase your downloads 1. Have a great app! – Real benefit for user – Good pricing policy: what value do you bring? Paid vs. free version, in app purchases, good balance between paid and free content. The freemium model works well. – No bugs, no crashes: importance of multiple testing sessions (and devices) – Should run on iOS 3 & iOS 4. Universal app is a plus (but with a real iPad interface!) – Great user interface: intuitive, well-designed (Apple Guidelines, benchmark good apps) 2. PR: compelling press release, contact of blogs, friends & family, etc. 3. Social media to spread the word: Twitter, Facebook, … 4. Build a community around your app 5. Localisation: French, German, Italian, Spanish, Japanese, Chinese… 6. Cross-marketing with other apps with a similar target audience But often it is not enough just to reach the App Store’s Top 25 list…
  12. 12. Minimum downloads required to reach the Top 25 in the App Store • In the UK: • Top 25 of free apps: 10,000 to 100,000 downloads per day • Top 25 of category: 1,000 to 10,000 downloads per day • In the US: • Top 25 of free apps: 50,000 to 500,000 downloads per day • Top 25 of category: 3,000 to 50,000 downloads per day • In France: • Top 25 of free apps: 5,000 to 60,000 downloads per day • Top 25 of category: 800 to 8,000 downloads per day Buzz & Media alone are often not enough reach the Top 25…
  13. 13. To get noticed, traditional advertising banners are very expensive and not always efficient Traditional mobile advertising agencies suffer from: 1. A low Click Through Rate: 1% to 2% 2. An average Cost Per Click of around $0.10 3. A very low download conversion rate: • Only 3% to 5% of click to download conversion rate for a free app • Only 0.5% to 1% of click to download conversion rate for a paid app 4. A moderate impact in daily rankings on the App Store To get new clients on the App Store, your real cost per download is: $2 to $3 for a free iPhone app $10 to $20 for a $1 paid iPhone app
  14. 14. Solution: be selected in Free App Magic 1. We surprise users every day with free apps to discover 2. Developers & Publishers get additional downloads and reach the App Store Top 25
  15. 15. All 25 Partners in the Advent Calendar reached the German Top 25 in December 2010! German App Store, 4th Dec. 2010: 4 partners in the Top 15
  16. 16. All 25 Partners in the Advent Calendar reached the French Top 25 in December 2010! French App Store, 5th Dec. 2010: 5 partners in the Top 15
  17. 17. All 25 Partners in the Advent Calendar reached the UK Top 25 in December 2010! UK App Store, 6th Dec. 2010: 6 partners in the Top 16
  18. 18. • Toca Hair Salon • Type: Kid Entertainment • Paid-for-free promotion with Free App Magic • Saturday August 20, 2011 • Result: number 5 in the US, and stayed there until it was switched back to paid on August 31, 2011. • Toca Boca used simple cross marketing to promote another, paid app – Toca Doctor (bottom). • "Free App Magic was a great start to our marketing campaign and jumpstarted us up the charts straight away.” - Björn Jeffery, CEO of Toca Boca • Toca Hair Salon – United States • Toca Doctor – United States Case Study #3: Toca Hair Salon #5 US App Store with Free App Magic
  19. 19. Case Study #4: Videojug #2 UK App Store with Advent Calendar • France: Number 3 Overall Videojug: Christmas 2010 • Germany: Number 2 Overall • United Kingdom: Number 2 Overall The Videojug iPhone app was featured in MagicSolver’s biggest app of the year: the Advent Calendar. It went from out of the overall rankings in the UK to number 2 overall in 48 hours The Videojug app is always free. Snapshot – 6 Dec 2010: 6 MagicSolver partner apps in the UK top 20
  20. 20. Crime City When it was released in mid-August, Funzio’s amazing app Crime City shot to the top of the charts when it was released, with over 1 million downloads in 5 days. However, its ranking was going down in September. A simultaneous feature in Free App Magic and MagicSolver’s Rugby World Cup app on 10 September 2011 gave a fresh boost to their popularity in many countries, including France (below). Case Study #5: Crime City Back to the top 25 with Free App Magic
  21. 21. Over 100 Partners worldwilde We have a solution for you too • Gameloft • Pocket Gems • Funzio • z2live • ngmoco:) • Happylatte • CBS Interactive • Playmesh • Sunstorm Interactive • Playforge • TinyCo • Social Concepts • Grey Area • Tag Games • Distinctive Developments • Boostr • UserFans • A Thinking Ape • Lakoo • Mobiles Republic • Carphone Warehouse • Sixt • Zoopla • Yellow Pages • Century 21
  22. 22. Would you like to increase your downloads and reach the App Store Top 25? We select every day the 3 best apps on the App Store in Free App Magic http://bit.ly/FreeAppMagic  Paid apps with a 24-hour free promotion Free apps with at least a 3+ star rating  iPhone, iPad & Android Benefits for the apps selected:  Massive additional downloads  Climb the App Store ranking in 24 hours  Affordable: flat fee or pay per download To get selected:
  23. 23. Thanks for your attention ! Anne-Catherine Goulby Marketing and Business Development anne@magicsolver.com

×