John Kivit - Mobile Pioneers
Appstores: facts, tips & tricks
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Services SHAREFORCE
Mobile apps Web apps
iPhone, iPad, Android PHP, Drupal, HTML5, CSS3
Appstores: facts, tips & tricks

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Idea Need (*) Concept Pioneer
Features Sketch Budget (*) Choices Plan
Design Platform Development Testing Production
Introduction Marketing Analyze Evaluate Promotion
Appstores: facts, tips & tricks

People SHAREFORCE
Appstores: facts, tips & tricks

Smulweb SHAREFORCE
Number 1 in category food & drinks!
Android, iPhone, iPad.
Appstores: facts, tips & tricks

Blog Idea Factory SHAREFORCE
Android & iPhone:
• Dutch Cowboys
• Dutch Cowgirls
• Mobile Cowboys
• Style Cowboys
Appstores: facts, tips & tricks

Schiphol Valet Parking SHAREFORCE
Appstores: facts, tips & tricks

WOWcal / WOWpaper SHAREFORCE
iPhone Android
Appstores: facts, tips & tricks

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This
is
what
really
counts!
Appstores: facts, tips & tricks

FACTS
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FACTS
Smartphone Tablet
41% 39%
59% 61%
Yes No Yes No
Source: Multiscope / The Netherlands / March 2013 / N = 1.012
Appstores: facts, tips & tricks

FACTS
Smartphone brand
50%
40%
41%
30%
20%
20%
10%
13%
9%
6% 7%
4%
0%
Samsung Apple HTC Nokia Blackberry Sony Ericsson Other
Source: Multiscope / The Netherlands / March 2013 / N = 1.012
Appstores: facts, tips & tricks

FACTS
Tablet brand
60%
51%
50%
40%
30%
23%
20%
13%
10%
5%
2% 2% 2% 2%
0%
Apple Samsung Asus Sony Google Acer Archos Other
Source: Multiscope / The Netherlands / March 2013 / N = 1.012
Appstores: facts, tips & tricks

iOS version FACTS
“79% is on iOS 6 version”
(iOS 5 = 8%, iOS 4 = 13%)
Source: Multiscope / The Netherlands / March 2013 / N = 1.012
Appstores: facts, tips & tricks

Android version FACTS
Source: http://developer.android.com/about/dashboards/index.html
Appstores: facts, tips & tricks

Appstores: size FACTS
Appstores: facts, tips & tricks

Appstores: downloads FACTS
Appstores: facts, tips & tricks

Appstores: downloads FACTS
Appstores: facts, tips & tricks

Appstores: retention FACTS
Appstores: facts, tips & tricks

Appstores: revenue FACTS
Appstores: facts, tips & tricks

Summary FACTS
HARD & SOFTWARE
Smartphones 20% > 50%
Tablets 51% > 25%
Latest software? 79% 53%
APPS
Total 775.000 800.000
Downloads (monthly) Billions Billions
Revenue ++ +/-
Appstores: facts, tips & tricks

TIPS & TRICKS
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10 tips TIPS & TRICKS
1. Focus on needs (Solve a problem, remove friction, satisfy a need)
2. Get niche (Get big, get niche or get lost)
3. Magic powers (What are your USP’s?)
4. Borrow, but don’t steal (Learn from best practices)
5. Prioritize (Moscow model)
6. Start small (Release early, release often)
7. Keep it simple (Don't make me think)
8. Motivate (Gamification, Behavioral game theory)
9. Share (Viral effect of social media)
10. Spread your budget (50% development, 50% marketing)
Appstores: facts, tips & tricks

Ask for reviews TIPS & TRICKS
Appstores: facts, tips & tricks

Make content shareable TIPS & TRICKS
Appstores: facts, tips & tricks

Cross promote your app TIPS & TRICKS
web to app free to paid app to app
Appstores: facts, tips & tricks

Appstores: app discovery TIPS & TRICKS
Appstores: facts, tips & tricks

Appstores: app discovery TIPS & TRICKS
App discovery
Source: Searchman SEO
Appstores: facts, tips & tricks

TIPS & TRICKS
Search rules!
You have to know ASO
App Store Optimization
Appstores: facts, tips & tricks

TIPS & TRICKS
Remember the 90’s?
(iOS 5 = 8%, iOS 4 = 13%)
We built websites: nobody visited
Online marketing was the solution
Now we build apps: nobody downloads
Focus on app store optimization
(iOS 5 = 8%, iOS 4 = 13%)
Appstores: facts, tips & tricks

ASO cheat sheet TIPS & TRICKS
latest changes appear in red
APP STORE OPTIMIZATION CHEAT SHEET
v2.3 - 01/28/13 latest version on http://bit,ly/aso-cheat-sheet
App Name App Icon
Choose a descriptive app name, with most relevant keywords Don't use words in icon
Use URL-safe characters only Keep it simple
Get details Design with details
Design an icon consistent with app design
App Keywords Stand out from the crowd / innovate
Use the whole allotted 100 characters Consider using borders on icon so it looks good on all backgrounds
Don’t repeat app name as keywords Resources: iOS Icon Gallery App Icon Template
Choose keywords for which you can rank high Get details
Use numbers instead of spelled out words
Research your competitor's keywords App Screenshots
Localize keywords Use all available screenshots, most relevant screenshot first
Use single form keywords to save chars Use non-generic-in-app screenshots (not your splash screen)
Get details Localize screenshots
Resources: AppCod.es MobileDevHQ SearchMan Add explanations / combine screenshots
App Store Rankings Get details
App Description App Ratings
Keywords not searchable: focus on convincing the reader Let users know how to reach you directly (website, app page, within app)
Get the first 3 lines very right Have friends & family download and give 5 star reviews at launch
Include social proof (awards, blog/users reviews) Make sure the support URL on App page is correct (and useful)
Insert main features and benefits list Ask (only) engaged users for ratings - use third party SDK/code
Localize description Listen, reply quickly and fix problems
Get details Get details
Resources: App Booster AppBoy Apptentive
App Updates
Fill the "What's New" field thoroughly App Facebook Likes
Add call to action to encourage updating Encourage your community to Like your app on the App Store
Get details
This resource is brought to you by Apptamin.com. You should sign up for free (no spam) email updates here.
Appstores: facts, tips & tricks

Summary TIPS & TRICKS
ENTRY PROCESS
Account setup Confusing Easy
App validation? Yes No
App live delay 5 - 14 days None
OPTIMALISATION TODO:
App name 3 - 225 chars Unlimited chars Keywords in name!
App icon Impact downloads Impacts downloads Clean & clutter-less, stand out
Keywords 100 chars In description Use keyword tools
Description Impacts downloads Insert multiple keywords! Write the perfect pitch
Category > 20 > 20 Choose carefully
Language / countries More = better More = better Localize content
Screenshots Impacts downloads Impacts downloads Make it look perfect
Promotional video No Yes Show off your app
Reviews Impacts downloads Impacts downloads Ask for reviews
Freshness Impacts search? Blackbox Update regularly
External links No impact Impacts ranking Don’t forget SEO
Synonyms / misspelling? No Yes
Downloads No impact Blackbox
Appstores: facts, tips & tricks

Research your keywords TIPS & TRICKS
www.mobiledevhq.com www.appcodes.com/appsearch/
www.searchman.com www.appstorerankings.net
Appstores: facts, tips & tricks

Marketing checklist TIPS & TRICKS
ONLINE
1. Business model experiments (free / paid, discounted price limited time)
2. Review websites (iPhone club, Techcrunch, Appadvice)
3. Online advertising (Adwords, Mobile ad & affiliate networks)
4. Social media marketing (Twitter, Facebook, Youtube)
5. Company media (Website, landing pages, e-mail newsletter)
OFFLINE
6. App launch event (Case: Verdiende aandacht)
7. Press releases (Go for free PR)
8. Events (Showcase your app)
9. Flyers (Find relevant spots & audiences)
10. Stickers (The Foursquare strategy)
Appstores: facts, tips & tricks

Sources
App marketing
www.appclover.com/81-different-ways-to-promote-your-mobile-app-or-game/
www.app-promo.com/marketing-tips/
www.sparkpage.com/blog/top-mobile-marketing-blogs-resources/
Facts & stats
blog.appannie.com/app-annie-index-january-2013/
www.appannie.com
www.distimo.com
www.flurry.com
www.iosappstats.com
www.multiscope.nl
www.slideshare.net/anastasiaalikova/the-global-app-store-economy
www.slideshare.net/impigermobile/amazing-app-store-stats
App store optimisation
www.apptamin.com/android-app-marketing-101/
www.apptamin.com/ASO_Cheat_Sheet.pdf
www.apptamin.com/blog/optimize-play-store-app/
forumone.com/blogs/post/how-publish-your-mobile-app-google-play-and-apple-app-stores
www.slideshare.net/kolinko/
www.slideshare.net/searchmanseo/
Shareforce content
www.shareforce.eu/en/blog/10-tips-app-success
www.shareforce.eu/mobilepioneers/programma
www.slideshare.net/shareforce
Appstores: facts, tips & tricks

John Kivit
06-55745256
johnkivit@shareforce.eu
www.linkedin.com/in/jkivit
@jkivit
www.shareforce.eu
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Contact
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usa@marketingpioneers.nl
www.marketingpioneers.nl