Monetization, Marketing and
Development of Android Apps
OpenXcell Technolabs Pvt. Ltd.
01/10/2013
A brief about OpenXcell Technolabs
• Openxcell Technolabs is an ISO 9000:2008 certified company
located in India and USA
•...
MARKET TRENDS, SIZE AND REVENUE
SHARING
Android VS iOS Revenues

•A lot of noise in market that monetization on Android is difficult
•But this is catching up quic...
Google Play’s piece of the pie increases

This analysis is based on comparing the revenue generated from the app stores of...
Revenue distribution by country

The above graph includes the revenue of both Apple App Store and Google
Play

Reference: ...
Revenue distribution by platform

Reference: - DISTIMO
Downloads & Revenues Per Category

The graph above displays the popularity of each category as proportion
of the whole sto...
APPLICATIONS AND PUBLISHERS THAT
ARE WINNING GROUND IN GOOGLE PLAY
Mobage Revenue

Mobage is a developer has gained similar revenue no. in the Apple App
Store and Google Play
Blood Brother ...
Square Enix Revenues

Final Fantasy III, paid game ($15.99)
Generated 73% of their global revenue on Google Play
Reference...
WhatsApp Revenues

Paid on iOS, Free in Android
Generating more revenues in several key EU countries in Google Play
Refere...
Top Apps on Google Play – August
2013

Reference: - DISTIMO
THE BUSINESS MODEL
A Preface
One Big Question:
Are you making an App or making a Business?
The Business Model
• Product: A Good App
– Make Great Apps which solves user’s needs

• Marketing: Users
– Identify and gr...
PRODUCT: THE MOBILE APP
Why Android and why not the Rabbit
Why Android
1. Commitment to openness, shared vision, and
concrete plans.
2. Android has reached the masses.
3. No central...
Why Android
5. Quick approval time
6. Ability to customize the stock OS to its core
7. Google believes in innovation
Deciding where to Launch First

So you have a app concept in mind, but you are reluctant
to start on both of the platforms...
Facts to consider
1. For your app category what are the current users
using?
Facts to consider
2. Revenues versus visibility
Facts to consider
3. Fragmentation can be advantageous if used tactfully
Facts to consider
4. For the app concept you concluded, try identifying
your potential market geographically
HOW TO PROCEED WHEN YOU HAVE
THE CONCEPT READY
Identify your app type
A native application can be divided into simpler categories.
As such:
I. Static Native apps
II. Dyn...
Static Native apps
What it is:
• These are the applications which are developed with native
software development kit but t...
Static Native apps
Disadvantages:
• If you have a concept that needs huge bulk of data then you may
not consider Static ap...
Dynamic Native apps
What it is?
These are the applications which are developed with native
software development kit but at...
Dynamic Native apps
Disadvantages:
• You have to place your content on the server. So you have to incur
expenses of subscr...
Hybrid apps
What it is?
These are mostly written with web technologies (HTML5, CSS and
JavaScript).

Advantages?
• Unlike ...
Hybrid apps
Disadvantages:
• Cannot access all the native APIs of the device and hence its
limited.
• Although it uses mos...
Hybrid apps
Which Approach is Best?
Marketing

TRENDING APP CATEGORIES
Personalization and Entertainment
is hitting charts
Marketing

Case Study: ALIAS FACEBOOK HOME
Case Study
Overview: Replaces your standard
home screen with a steady stream
of facebook feeds.
https://play.google.com/st...
Case Study
Execution:
Case Study
Challenges:
1. Creating custom workspace
2. Dynamically blurring live images
3. Pagination of facebook feeds
4....
Case Study
1. Creating custom workspace:
Case Study
2. Dynamically blurring live images:
Case Study
3. Pagination of facebook feeds:
https://developers.facebook.com/docs/reference/api/pagination/
Case Study
4. Creation of custom App tray:
• Google’s opensource code:
https://android.googlesource.com/platform/packages/...
Marketing

MARKETING
Marketing
•
•
•
•
•
•

Marketing and Competitive Research
ASO
Press Releases
Integrate Social Media
Mobile Display Adverti...
APP STORE OPTIMIZATION (ASO)
App Store Optimization
•
•
•
•
•
•
•
•

Pick your app name
Find your keywords
Localize your keywords
Design an eye-catchin...
A little more about the Google Play Store
rank algorithm
– Number of ratings: how many people have rated and
reviewed your...
App Localization – Case Study by David Jenner
Before Localization

76% Traffic from English Speaking Counties
3000 Downloa...
Case Study – Out Comes
• Localizing the app helped increase downloads by 767%
• Localization Means:
– Localization of Keyw...
Integrate Social Media
• Prepare a strategy for App marketing on social media
platforms
• Content is King
• Network with A...
Process of Mobile App Install Ads on Face book
• Set a Target URL in the Ads Create Tool
Copy and paste your Google play U...
Process of Mobile App Install Ads on Face book
• Customize your Ad

Add a custom message for your audience (and local text...
Process of Mobile App Install Ads on Face book
• Choose your Audience
– First, select your platform (Android or iOS)
– The...
Process of Mobile App Install Ads on Face book

MONETIZATION
Options for Monetization
Monetization Tips
• Few Suggestions:
–
–
–
–
–

Play by number not by price
Higher price not always means higher revenue
H...
Monetization – Ads - Glossary
• CPM (Cost Per Mile)
– Price per 1000 views (paid by Advertiser)
• CPC (Cost Per Click)
– P...
Monetization Ways through Ads
• Monetization through House Ads
• Monetization through Ad Network
• Monetization through Ad...
Monetization – House Ads
ABC Mobile App
Ad Agency
Showing Ads
on XYZ Apps
Request
Setting Ads in
his own App
XYZ Publisher...
Monetization – House Ads
Requirements:
– You must have channels to Advertisers
– You must be having enough user base to at...
Monetization – Ad Network

Advertiser

Showing
Ads on XYZ
Apps
ABC Ad Network

Advertiser

Report

Advertiser
XYZ Publishe...
Monetization – Ad Mediation
• Ad Mediation enables you to connect with multiple ad
networks through one simple integration...
Top – App Marketer & Advertisers - Comparison
Network

Platform

Known Model

AdMob

iOS, Android,
CPC
Windows Phone 7

mM...
Top – App Marketer & Advertisers - Comparison

Besides developing great apps OpenXcell Technolabs is also
providing market...
Insights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and Monetization
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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 android apps. The presentation is also supported with significant data and case studies.

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Insights on Android App Development, Marketing and Monetization

  1. 1. Monetization, Marketing and Development of Android Apps OpenXcell Technolabs Pvt. Ltd. 01/10/2013
  2. 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. 3. MARKET TRENDS, SIZE AND REVENUE SHARING
  4. 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. 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. 6. Revenue distribution by country The above graph includes the revenue of both Apple App Store and Google Play Reference: - DISTIMO
  7. 7. Revenue distribution by platform Reference: - DISTIMO
  8. 8. Downloads & Revenues Per Category The graph above displays the popularity of each category as proportion of the whole store volume. Reference: - DISTIMO
  9. 9. APPLICATIONS AND PUBLISHERS THAT ARE WINNING GROUND IN GOOGLE PLAY
  10. 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. 11. Square Enix Revenues Final Fantasy III, paid game ($15.99) Generated 73% of their global revenue on Google Play Reference: - DISTIMO
  12. 12. WhatsApp Revenues Paid on iOS, Free in Android Generating more revenues in several key EU countries in Google Play Reference: - DISTIMO
  13. 13. Top Apps on Google Play – August 2013 Reference: - DISTIMO
  14. 14. THE BUSINESS MODEL
  15. 15. A Preface One Big Question: Are you making an App or making a Business?
  16. 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. 17. PRODUCT: THE MOBILE APP Why Android and why not the Rabbit
  18. 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. 19. Why Android 5. Quick approval time 6. Ability to customize the stock OS to its core 7. Google believes in innovation
  20. 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. 21. Facts to consider 1. For your app category what are the current users using?
  22. 22. Facts to consider 2. Revenues versus visibility
  23. 23. Facts to consider 3. Fragmentation can be advantageous if used tactfully
  24. 24. Facts to consider 4. For the app concept you concluded, try identifying your potential market geographically
  25. 25. HOW TO PROCEED WHEN YOU HAVE THE CONCEPT READY
  26. 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. 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. 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. 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. 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. 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. 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. 33. Hybrid apps
  34. 34. Which Approach is Best?
  35. 35. Marketing TRENDING APP CATEGORIES
  36. 36. Personalization and Entertainment is hitting charts
  37. 37. Marketing Case Study: ALIAS FACEBOOK HOME
  38. 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. 39. Case Study Execution:
  40. 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. 41. Case Study 1. Creating custom workspace:
  42. 42. Case Study 2. Dynamically blurring live images:
  43. 43. Case Study 3. Pagination of facebook feeds: https://developers.facebook.com/docs/reference/api/pagination/
  44. 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. 45. Marketing MARKETING
  46. 46. Marketing • • • • • • Marketing and Competitive Research ASO Press Releases Integrate Social Media Mobile Display Advertising Burst Marketing
  47. 47. APP STORE OPTIMIZATION (ASO)
  48. 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. 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. 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. 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. 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. 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. 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. 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. 56. Process of Mobile App Install Ads on Face book MONETIZATION
  57. 57. Options for Monetization
  58. 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. 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. 60. Monetization Ways through Ads • Monetization through House Ads • Monetization through Ad Network • Monetization through Ad Mediation
  61. 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. 62. Monetization – House Ads Requirements: – You must have channels to Advertisers – You must be having enough user base to attract Advertisers
  63. 63. Monetization – Ad Network Advertiser Showing Ads on XYZ Apps ABC Ad Network Advertiser Report Advertiser XYZ Publisher Show Ads to Users
  64. 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. 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. 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/

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