Mobile Monday Austria #6 - Apprupt

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Mobile Monday Austria #6 - Apprupt

  1. 1. apprupt (@apprupt)<br />Kjell Fischer (@KjellFischer)<br />App Marketing <br />Product, Channels, Metrics<br />Vienna, April 19th,2010<br />Mobile Monday Austria <br />
  2. 2. Kjell Fischer, Managing Director apprupt<br />*<br />*<br />*<br />*<br />*<br />*<br />*Launch Q1 2010<br />2<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  3. 3. App Marketing<br />3<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  4. 4. App Marketing = have a great product?<br />Source: TUAW,2010: http://www.tuaw.com/2010/03/11/gdc-2010-backflip-studios-year-in-the-app-store/<br />4<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  5. 5. App Marketing? It‘s easy, right?<br />Your app?<br />Your User?<br />App Marketing<br />?<br />5<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  6. 6. Sure, just get featured.<br />Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/<br />6<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  7. 7. Or, get featured.<br />„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."<br />Edward Kim, Car Locator (Android)<br />7<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  8. 8. App Marketing Is Not (Only) Getting Featured<br />8<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  9. 9. App Marketing = Get As Many Downloads As Possible<br />9<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  10. 10. (App) Marketing‘s ONLY Rule<br />10<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  11. 11. Spend less than you earn OR earn more than you spend<br />11<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  12. 12. In other words...<br />Cost of Customer Acquisition<br />Earnings per Customer<br />Cost per Download<br />Earnings per Download<br />Earnings per Download<br />Max. Spendings per Download<br />Earnings per Download<br />Ø Earnings per Customer Lifetime<br />12<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  13. 13. Spend Less Than You Earn<br />13<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  14. 14. Appvertising<br />14<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  15. 15. Advertising for a paid app.<br />CVR Click to Download<br />1 %<br />App Revenues<br />EUR 7,15<br />Cost per Click<br />EUR 0,05<br />Cost per Download<br />EUR 5<br />15<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  16. 16. Advertising for a paid app – optimized.<br />Cost per Click<br />EUR 0,10<br />CVR Click to Download<br />15 %<br />Cost per Download<br />EUR 0,66<br />App Revenues<br />EUR 0,95<br />16<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  17. 17. Does your customer value look like this?<br />EUR 0,79 app<br />EUR 0,61 / download<br />17<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  18. 18. Developers pay EUR 0,35 or 30% of of net revenues per download.<br />© 2010 apprupt GmbH • www.apprupt.com<br />18<br />
  19. 19. Decentralizedpublisherappshops: users find right apps at the right place.<br />visit with your iPhonem.web.de<br />visit with your iPhone mobil.freenet.de<br />19<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  20. 20. apprupt conversion rates.<br />Source: apprupt, 2010, internal data<br />20<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  21. 21. App Refferals / Recommendations<br />21<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  22. 22. How do users discover apps?<br />How do you discover the apps you decide to download?<br />(check all that apply)<br />Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009<br />22<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  23. 23. Getting more downloads out of a download.<br />Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc<br />23<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  24. 24. The free / paid strategy.<br />App Stores: Free/Paid Shares<br />iCombat Sales as a % of Lite Downloads<br />Source: iCombat, 2009: http://bit.ly/4GrEn3<br />Source: Distimo, 2010: http://bit.ly/bYGe4C<br />24<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  25. 25. Earn More Than You Spend<br />25<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  26. 26. How much is your customer willing to pay?<br />“<br />„<br />Average Category Prices (United States)<br />Source: Distimo, 2009: http://bit.ly/ckbueD<br />26<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  27. 27. How much do you want to earn?<br />Average Prices<br />Source: Distimo, 2010: http://bit.ly/bYGe4C<br />27<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  28. 28. In summary…<br />Get the basics right<br />Know your customer<br />Know your metrics<br />Use the tools<br />Become an expert<br />28<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  29. 29. Or, just get featured.<br />Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app<br />29<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  30. 30. apprupt (@apprupt)<br />Kjell Fischer (@KjellFischer)<br /> Thank You!<br />apprupt® - App Affiliate Network<br />Kjell Fischer, Managing Director <br />Mob +49 151 – 22 63 47 61<br />kf@apprupt.com<br />apprupt GmbH<br />Friedensallee 9<br />22765 Hamburg<br />Germany<br />Selection of Publishers:<br />30<br />© 2010 apprupt GmbH • www.apprupt.com<br />
  31. 31. Image Credits.<br />http://www.flickr.com/photos/tonytoo/3683219335/<br />http://www.stretchinternet.com/images/money2.jpg<br />http://www.mkbergman.com/wp-content/themes/ai3/images/2009Posts/090220_money_stack.jpg<br />http://z.about.com/d/homerenovations/1/0/a/E/-/-/LightBulbDrawing.png<br />http://www.rowva.k12.il.us/Elementary/Third%20Grade%20Web%20Page/images/math.jpg<br />31<br />© 2010 apprupt GmbH • www.apprupt.com<br />

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