The document presents strategies for user engagement and retention in mobile applications, focusing on user acquisition through app invites and app indexing. It emphasizes the importance of app usage statistics, noting that many downloaded apps remain unused, and offers coding examples for implementing app invites and indexing. The author, Matteo Bonifazi, shares insights from his experience as an Android developer and provides links for further resources.

1. Engage and retain users in
the mobile world
Matteo Bonifazi
ROME 18-19 MARCH 2016

2. Who I am?
+Matteo Bonifazi
Android Google Developer Expert
Member of GDG Rome
@mbonifazi
matteobonifazi[at]gmail[dot]com

3. Do you need any Android book?
Sviluppare applicazioni per
Android in sette giorni
Android
Programmazione Avanzata

4. Contents
● Goat Checker story
● User acquisition
● App Invites
● App usage
● App Indexing API

5. Goat Checker story
For a great app, all we need is a great idea!!!

6. Where can we find a good idea?
Goat Checker story

7. Goat Checker story
What is the best scored Android question?
http://developer.android.com/reference/android/os/UserManager.html

8. Goat Checker story
THE IDEA
Understand if
Android user is a
goat or not

9. After the idea, let’s start programming
Goat Checker story

10. Goat Checker story
Nobody cares to
know if he/she is
a goat or not

11. Goat Checker story

12. User acquisition
How people become aware about an app?
32% family, friends and collegues
13% TV
17% search engines 14% company website
24% app store
stats from https://think.storage.googleapis.com/docs/mobile-app-marketing-insights.pdf

13. Implement invitation from scratch
App Invites

14. App Invites
App Invites from Google
● App content sharing
● Personalized onboarding flows
● Compatible for both Android & iOS
● Sharing & installation stats are fully
integrated with Google Analytics

15. App Invites
App Invites widget makes easy for
your users to send invites

16. App Invites
Send actionable cards with
Install button

17. App Invites
Personalized onboard flows to offer
discount offer or content

18. App Invites

19. App Invites
classpath 'com.google.gms:google-services:2.0.0-alpha5'
apply plugin: 'com.google.gms.google-services
<meta-data
android:name="com.google.android.gms.version"
android:value="@integer/google_play_services_version" />
AndroidManifest.xml
build.gradle
compile 'com.google.android.gms:play-services-appinvite:8.4.0'
project configuration
https://developers.google.com/mobile/add?platform=android&cntapi=appinvite
google-services.json

20. App Invites
public void sendInvite() {
Intent intent = new AppInviteInvitation.IntentBuilder(getString(R.
string.invitation_title)
.setMessage(getString(R.string.invitation_message))
.setDeepLink(Uri.parse(getString(R.string.invitation_deep_link)))
.setCustomImage(Uri.parse(getString(R.string.invitation_custom_image)))
.setCallToActionText(getString(R.string.invitation_cta)).build();
startActivityForResult(intent, REQUEST_INVITE);
}
mClient = new GoogleApiClient.Builder(this).addApi(AppInvite.API).build();

21. App Invites
Intent intent = new AppInviteInvitation.IntentBuilder(getString(R.
string.invitation_title))
...
.setOtherPlatformsTargetApplication(
AppInviteInvitation.IntentBuilder.PlatformMode.PROJECT_PLATFORM_IOS,
getString(R.string.ios_app_client_id))
...
.build();

22. App Invites
@Override
protected void onActivityResult(int requestCode, int resultCode, Intent
data) {
if (requestCode == REQUEST_INVITE && resultCode == RESULT_OK ) {
String[] ids = AppInviteInvitation.getInvitationIds(resultCode,data);
Log.d(TAG, getString(R.string.sent_invitations_fmt, ids.length));
}
}

23. App Invites
boolean autoLaunchDeepLink = true;
AppInvite.AppInviteApi.getInvitation(mGoogleApiClient, this,
autoLaunchDeepLink)
.setResultCallback(new ResultCallback<AppInviteInvitationResult>(){
@Override
public void onResult(AppInviteInvitationResult result) {
Log.d(TAG, "getInvitation:onResult:+result.getStatus());
}});

24. Let’s start integrating App Invites
Goat Checker story

25. Goat Checker story
Number of downloads

26. Goat Checker story
App usage is still flat

27. Average app user has 36 apps installed
App usage

28. App usage
26% of installed
smartphone apps are
used daily.
1 in 4 apps are never
used.
Most installed apps are not used often

29. App usage
38% of app users are likely to download an
app when it’s required to complete a
purchase, half of which would uninstall it after
purchase is complete.
Consumers often abandon apps
immediately after a download.

30. App Indexing

31. App Indexing
Engage your users with install buttons for
your app in the Google search result

32. App Indexing
Re-engage users through Google Search
App autocompletions

33. App Indexing
<activity
android:name=".GoatActivity">
<intent-filter>
<action android:name="android.intent.action.VIEW" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
<data
android:host="goatchecker.webs.com/"
android:scheme="http" />
</intent-filter>
</activity>

34. App Indexing
protected void onNewIntent(Intent intent) {
String action = intent.getAction();
String data = intent.getDataString();
if (Intent.ACTION_VIEW.equals(action) && data != null) {
String productId = data.substring(data.lastIndexOf("/") + 1);
Uri contentUri = GoatChecker.CONTENT_URI.buildUpon()
.appendPath(productId).build();
//Handle content
}
}

35. App Indexing
android-app://dekra.goatchecker/http/goatchecker.webs.com
Protocol Package ID PathScheme
App Indexing Markup

36. App Indexing
<link rel=“alternate”
href=“android-app://dekra.goatchecker/http/goatchecker.webs.com” />
Approve request on Webmaster Tools - https://www.google.com/webmasters/tools
<html>
<head>
...
<link rel="alternate" href="android-app://dekra.
goatchecker/http/goatchecker.webs.com" />
...
</head>
<body> … </body>
In the web page

37. App Indexing
compile 'com.google.android.gms:play-services-appindexing:8.4.0'
build.gradle
Uri APP_URI = Uri.parse
("android-app://dekra.goatchecker/http/goatchecker.webs.com");
Uri WEB_URL = Uri.parse("http://goatchecker.webs.com/");
URI definition
mClient = new GoogleApiClient.Builder(this).addApi(AppIndex.API).build();
Google Client

38. App Indexing
mUrl = "http://goatchecker.webs.com/";
mTitle = "Are you a goat?";
public Action getAction() {
Thing object = new Thing.Builder()
.setName(mTitle).setUrl(mUrl).build();
return new Action.Builder(Action.TYPE_VIEW).setObject(object)
.setActionStatus(Action.STATUS_TYPE_COMPLETED).build();
}

39. App Indexing
@Override
public void onStart() {
super.onStart();
mClient.connect();
AppIndex.AppIndexApi.start(mClient, getAction());
}
@Override
public void onStop() {
AppIndex.AppIndexApi.end(mClient, getAction());
mClient.disconnect();
super.onStop();
}

40. App Indexing
App Indexing example https://developers.google.com/app-indexing/partners/case-studies

41. iOS
App Invites
● https://developers.google.com/app-invites/ios/guides/start
App Indexing - from iOS 9
● https://developers.google.com/app-indexing/ios/app
● https://developer.apple.
com/library/ios/documentation/General/Conceptual/AppSearch/
iOS Search API - from iOS 9

42. Questions?

43. Thanks!
ROME 18-19 MARCH 2016
+Matteo Bonifazi - @mbonifazi
matteobonifazi[at]gmail[dot]com
http://androidinsettegiorni.wordpress.com
All pictures belong to their respective authors
Discover today if
you are a goat