This document discusses monetization, marketing, and development of Android apps. It provides an overview of OpenXcell Technolabs, a mobile app development company. It then covers market trends and revenue sharing on Android vs iOS platforms. Key topics discussed include top earning apps and publishers on Google Play, different business models, and strategies for monetizing apps through various ad networks and mediation platforms. Case studies are presented on successful apps that utilized localization, social media integration, and other marketing techniques.

1. Monetization, Marketing and
Development of Android Apps
OpenXcell Technolabs Pvt. Ltd.
01/10/2013

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. MARKET TRENDS, SIZE AND REVENUE
SHARING

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. 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. Revenue distribution by country
The above graph includes the revenue of both Apple App Store and Google
Play
Reference: - DISTIMO

7. Revenue distribution by platform
Reference: - DISTIMO

8. Downloads & Revenues Per Category
The graph above displays the popularity of each category as proportion
of the whole store volume.
Reference: - DISTIMO

9. APPLICATIONS AND PUBLISHERS THAT
ARE WINNING GROUND IN GOOGLE PLAY

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. Square Enix Revenues
Final Fantasy III, paid game ($15.99)
Generated 73% of their global revenue on Google Play
Reference: - DISTIMO

12. WhatsApp Revenues
Paid on iOS, Free in Android
Generating more revenues in several key EU countries in Google Play
Reference: - DISTIMO

13. Top Apps on Google Play – August
2013
Reference: - DISTIMO

14. THE BUSINESS MODEL

15. A Preface
One Big Question:
Are you making an App or making a Business?

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. PRODUCT: THE MOBILE APP
Why Android and why not the Rabbit

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. Why Android
5. Quick approval time
6. Ability to customize the stock OS to its core
7. Google believes in innovation

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. Facts to consider
1. For your app category what are the current users
using?

22. Facts to consider
2. Revenues versus visibility

23. Facts to consider
3. Fragmentation can be advantageous if used tactfully

24. Facts to consider
4. For the app concept you concluded, try identifying
your potential market geographically

25. HOW TO PROCEED WHEN YOU HAVE
THE CONCEPT READY

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. 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. 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. 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. 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. 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. 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. Hybrid apps

34. Which Approach is Best?

35. Marketing
TRENDING APP CATEGORIES

36. Personalization and Entertainment
is hitting charts

37. Marketing
Case Study: ALIAS FACEBOOK HOME

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. Case Study
Execution:

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. Case Study
1. Creating custom workspace:

42. Case Study
2. Dynamically blurring live images:

43. Case Study
3. Pagination of facebook feeds:
https://developers.facebook.com/docs/reference/api/pagination/

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. Marketing
MARKETING

46. Marketing
•
•
•
•
•
•
Marketing and Competitive Research
ASO
Press Releases
Integrate Social Media
Mobile Display Advertising
Burst Marketing

47. APP STORE OPTIMIZATION (ASO)

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. 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. 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. 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. 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. 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. 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. 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. Process of Mobile App Install Ads on Face book
MONETIZATION

58. Options for Monetization

59. 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

60. 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

61. Monetization Ways through Ads
• Monetization through House Ads
• Monetization through Ad Network
• Monetization through Ad Mediation

62. 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

63. Monetization – House Ads
Requirements:
– You must have channels to Advertisers
– You must be having enough user base to attract
Advertisers

64. Monetization – Ad Network
Advertiser
Showing
Ads on XYZ
Apps
ABC Ad Network
Advertiser
Report
Advertiser
XYZ Publisher
Show Ads
to Users

65. 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

68. 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

69. 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/