1.
How SwiftKey got to no.1 in Google Play:
Using Alternative Approaches
Anne-Catherine Goulby
www.swiftkey.net
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

2.
About us
We make typing faster, easier, more
personalised
• SwiftKey is the highest-selling paid Android
app in the world
• It’s been No 1 in 58 countries without any
advertising
• How did we achieve that?
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

3.
Play the Google Ranking algorithm
game
And get to no.1 with organic downloads:
• The quality of the app as perceived by users (numbers of stars)
• Sustainable amount of downloads over past weeks
• Downloads growth over the last 30 days
• Frequency with which your app is used
• Swiftkey ticks all this boxes
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

4.
Build a loyal community around your
product
An happy community equals
outstanding ratings and reviews
• Membership of our VIP community
surged from fewer than 30,000 in 2012
100,000.
• Good reviews on Google Play: an
average of 4.6 stars
•
Our network won us a Webby Award
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

5.
Spread the word with Key Influencers
We build very close relationships with
top tech writers and personalities:
•
We take the time to connect with them
and to initiate a conversation with them
about our products
•
We invite them for closed beta
•
We listen to their feedback
•
Stephen Fry’s tweet was worth
thousands of organic downloads
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

6.
Autumn sales screenshot
here
Get fully global: getting featured by
Google
App platforms and stores are looking for inspiring apps
they can use as ambassador of their ecosystem
•
Build an app that solves a problem in the platform ecosystem
•
Be creative using the technology of the platform
•
Speak constantly with App Store Product managers and let them
know your needs
•
Featuring increase organic downloads by 10% to 15%
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

7.
Once at the top…
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

8.
Deal with Android fragmentation
Android is a great platform because of its
flexibility but it’s also a daily and costly
challenge to run on it
•
An app fitting every device, screen size and
ram, which requires a costly backend
•
Google Play is the main distribution channel,
but other app stores to consider, esp. in
emerging markets
•
Rigorous analytics required to optimize at a
very precise level
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

9.
• No.1 doesn’t mean
Monetization is not a givenmonietization
SwiftKey has been one of the fortunate ones, growing big
enough to make significant revenue from Google Play, but:
•
Some country app stores are very small (e.g. Belgium,
Switzerland); you only need 30 sales a day to be no.1
•
With a paid app you only make money once; finding the right
price is crucial
•
Sales are an interesting tool but need to be profitable: the
number of downloads should make for the loss
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

10.
Next steps
SwiftKey keeps evolving at the same path
as the whole Android ecosystem
• Master data collection and analytics
• Experiment with app marketing (launch,
sales, featuring)
• New distribution channels
• Smart advertising based on analytics
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

11.
Take away
If you’re trying to make it big...
•
Find advocates for your product: blogs and reviews matter
•
Listen, chat, make it easy for your customers to talk about
you
•
Capitalize on the free ASO tools to get as many organic
downloads as possible
•
Measure, measure, measure!
•
Experiment, run A/B testing and iterate, iterate, iterate
SwiftKey is a trademark of TouchType Ltd. Confidential – Do Not Copy/Distribute

12.
TouchType Confidential – Do Not Copy/Distribute