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Competitive analysis for mobile apps.pptx

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Competitive analysis for mobile apps at the stage of idea validation and at the expansion / growth stages

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Competitive analysis for mobile apps.pptx

  1. 1. worldwide partners Competitive analysis at the stage of idea validation and at the expansion / growth stages
  2. 2. Mobile Marketing Agency www.comboapp.com 07 1.6MM 1.5MM According to Priori Data 2011 2012 2013 20142010 1,500 k 1,250 k 1,000 k 750k 500k 250k 0k Google Play Amazon AppstoreiOS App Store Total number of apps. July 2015
  3. 3. Advertising costs are going high
  4. 4. $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.00 $0.50 Mobile Marketing Agency www.comboapp.com 07Cost Per Loyal User Index. According to Fiksu Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 User acquisition costs reached historical max
  5. 5. Mobile Marketing Agency www.comboapp.com 07 According to Comscore MobiLens, 2014, U.S., age 18+, monthly average 34,5%65,5% 8,4% 8,9% 6,2% 3,7% 4,8% 2,4% 0 Apps Any Apps 1 App 2 Apps 3 Apps 4 Apps 5-7 Apps 8+ Apps Smartphone Users’ Number of App Downloads Per Month The neverending battle for engaged users
  6. 6. Mobile Marketing Agency www.comboapp.com 07 For a developer with a single title competing with largest developers by performance marketing approach (LTV > CPI), basically means to compete with the size of their networks
  7. 7. Mobile Marketing Agency www.comboapp.com 07 For a developer with a single title competing with largest developers by performance marketing approach (LTV > CPI), basically means to compete with the size of their networks It makes no sense to compete with networks in terms of money. Without multi- million investments traction has to come from product positioning.
  8. 8. How to check if your product is really unique?
  9. 9. Mobile Marketing Agency www.comboapp.com 07 1. Identifying key competitors ● Target audience ● Graphics quality ● Level of details ● Storyline (for games) Tools and services: App Annie, Xyo, Priori Data, manual research ● Total installs – not relevant (only for ASO). ● Active users, stickiness, retention (DAU, WAU, MAU, DAU/MAU) – important but can’t be investigated ● Indirect analysis - growth dynamics (new installs / day), revenue growth (revenue increase / day) Quantitative analysisQualitative analysis Goals: Identify main competitors and review their metrics
  10. 10. Mobile Marketing Agency www.comboapp.com 07 Tools: Similarweb Growth tip: analyze competitive app’s traffic sources
  11. 11. Mobile Marketing Agency www.comboapp.com 07 Tools: Similarweb Growth tip: analyze competitive app’s traffic sources
  12. 12. Mobile Marketing Agency www.comboapp.com 07 2. Accessibility analysis ● Stores: iOS, Android, Amazon, Windows ● Devices: iPhone or both smartphone and tablet ● Localization (how many geos) ● User reviews (number of reviews, sentiments analysis – bugs/ features, quality – average # of stars) Goals: Check coverage of competitive products
  13. 13. Mobile Marketing Agency www.comboapp.com 07 Growth tip: Look for non-evident stores
  14. 14. Mobile Marketing Agency www.comboapp.com 07 3. Traffic pattern analysis ● Check “Featuring” ● Paid ranking boosts ● Traffic sources analysis (Similarweb) Tools and services: AppAnnie , Similarweb Goals: Identify any significant changes in ranking to try to correlate with the app promotion activity Duolingo shot up to the top five apps in Apple's App Store immediately after getting featured
  15. 15. Mobile Marketing Agency www.comboapp.com 07 Growth tip: optimizing app size impacts organic downloads
  16. 16. Mobile Marketing Agency www.comboapp.com 07 4. Media relations analysis ● Search for mentions of the product on web ● Search queries in Google (if applicable) ● Research social media for product activity ● Search for special promo actions or offline events ● Researching developer’s communication with users via user reviews (for Google Play) Goals: Link the ranking dynamics and mentions in certain media releases or media events
  17. 17. Mobile Marketing Agency www.comboapp.com 07 Growth tip: Free list of media outlets Submit.co > 500 contacts listed
  18. 18. Mobile Marketing Agency www.comboapp.com 07 5. Product updates analysis ● Frequency of updates ● What exactly was updated (name changed/ features added / bugs eliminated) Goals: Research the frequency of product updates and key focus of development team
  19. 19. Mobile Marketing Agency www.comboapp.com 07 6. ASO (keywords and visuals) analysis ● Comparing app titles and keywords used in title ● App Icon analysis ● Screenshots analysis ● App preview video trailer analysis Goals: Researching key elements of ASO and main areas of user interest ● Description analysis ● Researching current keywords / comparing with similar apps ● Researching user feedback for related keywords for iOS and GP ● Reviews semantics analysis (bugs / features) Tools and services: Sensortower, MobiledevHQ, AppTweak, Appbot.co
  20. 20. Mobile Marketing Agency www.comboapp.com 07 Growth tip: Free ASO test tools Rater.localytics.com (iOS) AppTweak (iOS and Android) Tools and services: Sensortower, MobiledevHQ, AppTweak
  21. 21. Mobile Marketing Agency www.comboapp.com 07 7. Monetization model analysis ● Check all versions - Paid / Free / Freemium / Paidmium ● What formats (banners, interstitials, offer walls etc.. ) ● Which networks used ● Compare top grossing positions if applicable Goals: Identify key revenue channels
  22. 22. Mobile Marketing Agency www.comboapp.com 07 8. Key product features analysis ● Main features developers are proud of (often in description, screenshots) ● Features mentioned in user reviews ● Features mentioned in media outlets / press ● Push notifications Goals: Identify development team’s focus
  23. 23. Mobile Marketing Agency www.comboapp.com 07 Growth tip: you can analyze competitive push messages Use Batch.com/insights Tools: Batch.com/insights
  24. 24. Mobile Marketing Agency www.comboapp.com 07 Build marketing strategy according to your product 1. 2.
  25. 25. Mobile Marketing Agency www.comboapp.com 07 Build marketing strategy according to your product 1. Think about your product / market fit and customer’s expectations instead of just thinking in terms LTV / CPI2. 3.
  26. 26. Mobile Marketing Agency www.comboapp.com 07 Build marketing strategy according to your product Build marketing strategy according to your product 1. Think about your product fitting into market and customer’s expectations instead of just thinking in terms LTV/ CPI2. Don’t try to repeat competitor’s success story without knowing their financials3.
  27. 27. It’s good to know what it takes to achieve your goal!
  28. 28. Thorough research is a key to success Mobile Marketing Agency www.comboapp.com 26 Office Suite Free reached highest positions on the App Store in its category. Specifically for iPad Business by countries: ● #2 in Germany, ● #2 in Italy, ● #2 in Spain, ● #3 in France,
  29. 29. completed projects happy clients worldwide partners years of mobile app market expertise 740 247 2406
  30. 30. Ask me a question Now or later! Sergey Kanishchev Director of Product Growth Mail: skanishchev@comboapp.com Skype: skanishchev.comboapp Cell: +38 063 424 88 85

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