App Store Presence Management

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Slides from talk I gave at India Internet day about App Store presence Management and Optimisation. some of the slide contains animation so they might not be rendered properly . You can download a slightly detailed version from dropbox at https://www.dropbox.com/s/fb5prvznf94x3lx/The%20India_internet_day%20_April_2014_Gurgaon.ppt

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App Store Presence Management

  1. 1. Demystifying App Ecosystem By Prashant Singh @pacificleo
  2. 2. Co Founder : Signals Co Founder : Mobile Monday Delhi Part of Team at Spice Labs, Monsoon Multimedia. Mobile & Internet Addict Enthusiast. Who AM I ?
  3. 3. What this talk is NOT about ?
  4. 4. • No Silver Bullet • Hindsight Wisdom: This is what worked for us • My views not of my company or our partners
  5. 5. What this talk is about ?
  6. 6. App Store Presence Management
  7. 7. Presence Management is Not Just Search Optimization.
  8. 8. Ideation / Need Estimation Distribution Discovery Pricing Search
  9. 9. Ideation : A Left Brain Approach
  10. 10. A Case Study in Need Estimation
  11. 11. Need Estimation Observation :News Volume = User Interest
  12. 12. Conclusion : Demand is universal. All User are App Savvy. Observation :Nokia Rich Countries Search for Nokia App Need Estimation
  13. 13. Other Technique: Ask the OEM App Store Guys for Gap in Content. Google Predictive Search Suggestion. Online Survey Geographic Clone & Platform Clone are good ideas.
  14. 14. Test Assignment Instapaper For Windows Phone ? Flipboard For Windows Phone ? Paper For Android Phone ?
  15. 15. Discovery and Distribution Build it and Will They Come ?
  16. 16. App Store User In Flow AppDirect Via Web Store push Viral loop social stream. Viral Loop email Advertisement Search
  17. 17. App Store User In Flow : In Numbers Source % Share Destination/ Tricks /Channel Remark Direct 58 Store/ G+ /Rating /Charts 60-30-10 , Explorer No Fixed intent. Web Store 6 Paly ( GCM ) Effective only in Play Viral Social Stream 3 FB / Twitter/ Pintrest/Stumbleupon/WhatsApp /LinkedIn Viral Email Loop 2 Address book import Timing is the Key , Getamplify Inherent Product Virality 9 Use case , gamification ,Share Advertisement 15% Advertisement Network CPA < LTV Search 7 Source : Anecdotal + off the record stats quoted from executives from Leading Apps all of us use.
  18. 18. App Store Dynamics Understand Evolutionary Stage • Similarity to Pre Google Internet ? • Search Vs. Browse Presence Optimization • App Store SEO is REAL • Chart Optimization Techniques . • Geographic & Language Silos • Category Optimization. Influencing Trends • Ride on Device Roadmap • Identify and Align with Platform Roadmap • Co Relation with Advertisement and Discovery .
  19. 19. Search Key Word Optimization Find out the representative Keyword for your App . Find top result for these key words in your store . Aggregate store description of these apps .Create Word cloud. Use these key words for your description. Use Search man to Track the relative performance of your app Vs .Competition on these key word .
  20. 20. CASE STUDY : KEY WORD COMPOSITION IN IM APPS
  21. 21. Collective Keyword Distribution for popular IM Clients
  22. 22. Quiz Time
  23. 23. ID the IM Client ? 1
  24. 24. ID the IM Client ? 2
  25. 25. ID the IM Client ? 3
  26. 26. ID the IM Client ? 4
  27. 27. Answers Ready ?
  28. 28. ID the IM Client ? 1
  29. 29. ID the IM Client ? 1 • SMS & Themes • Offline
  30. 30. ID the IM Client ? 2 • Missing Free ? Missing Sticker ? • Only guy with International • Emphasis on Contacts ?
  31. 31. ID the IM Client ? 3 • Call /Voice/ Video ? • Only guy with Photos. • Emphasis on “Features” srusly ?
  32. 32. ID the IM Client ? 4 • Only Guy with Security • Only guy with Cloud.
  33. 33. Surprise
  34. 34. Recommended Tools ? • Searchman • Google Trend • Distimo , App Annie.
  35. 35. Advertisement As a Discovery Tactic
  36. 36. Advertisement As a discovery Tactic • Aligning your Advertisement Dollar Geo Cluster of App Store . • Timing of Campaign
  37. 37. Pricing As a Discovery Tactic
  38. 38. Paid App Featuring Priority How Bloon Made it to Top5 ?
  39. 39. Tool Of Choice
  40. 40. • Bad App Review • GetAmplify.com • Google Search Backlink • Flurry , Mixpanel
  41. 41. Lessons Which We Learned Hard Way
  42. 42. What We Believe at Signals There is no substitute of having a good product. There is a fine line between perseverance and being stupid. Learn from everyone but contextualize it for your product . Avoid cynics .Their Advise is actually their biography. Between Culture and Competency . Culture always win.
  43. 43. Prashant Singh Co-Founder, Signals. Email :prashant@thesignals.net Cell: +91-9910270434 Skype /Gtalk/Twitter: pacificleo Feel Free to contact me at
  44. 44. Thanks . Please Download Shifu and Tell you friends about it www.getshifu.com

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