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Mobile Monday Silicon Valley App Store Secrets Increasing Sales Feb 8 2010

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  • Great insight and case-studies into what is increasingly becoming core to the success of all app developers -thx for sharing!
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Mobile Monday Silicon Valley App Store Secrets Increasing Sales Feb 8 2010

  1. 1. Developer Secrets: Increasing App Store Sales San Francisco, February 8, 2010
  2. 2. What’s TripIt? <ul><li>All your travel plans in one spot </li></ul>Will Aldrich - http://tripit.com
  3. 3. TripIt for iPhone: App Store Rank & Downloads (Pinch New Users) Will Aldrich - http://tripit.com App Store Rank Downloads (scale omitted) PR: Ars Technica Email: Android Merch: Holiday Essentials Email: Facebook Connect Email: Rate the app! (1) Email: Rate the app! (2) PR: TechCrunch PR: Yapta Launch Email: BlackBerry Merch: Staff Picks
  4. 4. One way to get paid: upsell subscriptions Will Aldrich - http://tripit.com
  5. 5. You can change the game, too :) Will Aldrich - http://tripit.com
  6. 6. Drive Downloads and Boost your App’s Rank Brendon Kraham, AdMob Sr. Director [email_address]
  7. 7. App Store Dynamics ©2010 AdMob, Inc. Confidential & Proprietary <ul><li>Consumer discovery is difficult with >140,000 apps in the App Store </li></ul><ul><li>Most users discover apps by browsing the Top 25 or the Most Popular Apps by Category from their iPhones </li></ul><ul><li>App Store rankings are based on the total number of downloads over a short period of time (~24hrs) </li></ul><ul><li>Getting ranked is critical to the success of your app and the only way users will download your app in large numbers </li></ul>
  8. 8. How App advertising with AdMob works 2010 AdMob, Inc. Confidential & Proprietary
  9. 9. Effect of Advertising on Rankings ©2010 AdMob, Inc. Confidential & Proprietary Day 1 Day 2 #43 #22 #18 #70 Advertising #18 #26 #21
  10. 10. Case Study: Mixology Goal <ul><li>Get to top 5 in Lifestyle Category (was at #17) </li></ul><ul><li>Get into the Top 100 Overall </li></ul><ul><li>Pass a competitor </li></ul>Solution <ul><li>3 day burst campaign </li></ul><ul><li>CPC text ads in >3000 iPhone Apps </li></ul><ul><li>Ongoing optimization to increase performance </li></ul>Results <ul><li>Reached #3 in Lifestyle Category (up from #17) </li></ul><ul><li>Reached 55 in the top 100 free Apps </li></ul><ul><li>Passed rival </li></ul><ul><li>Used house ads to promote paid version </li></ul><ul><li>Paid version reached the Top 100 paid </li></ul><ul><li>and became the #1 paid app in category after 2 weeks </li></ul>
  11. 11. <ul><ul><li>Josh Gould </li></ul></ul><ul><ul><li>Director, Mobile </li></ul></ul><ul><ul><li>Flixster, Inc. </li></ul></ul>
  12. 12. <ul><ul><li>The top social movie app on iPhone, Android & BlackBerry </li></ul></ul><ul><ul><li>10M+ installs </li></ul></ul><ul><ul><li>5M+ uniques /month </li></ul></ul><ul><ul><li>200M+ pageviews /month </li></ul></ul><ul><ul><li>In top 100 free apps since App Store launch </li></ul></ul>
  13. 13. <ul><ul><li>Encourage Social Discovery </li></ul></ul><ul><ul><li>Obsess about the UX </li></ul></ul><ul><ul><li>Focus on core tasks </li></ul></ul><ul><ul><li>Follow UI standards </li></ul></ul><ul><ul><li>Listen to your customers </li></ul></ul><ul><ul><ul><li>Customer support </li></ul></ul></ul><ul><ul><ul><li>Surveys </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><li>Track analytics </li></ul></ul><ul><ul><ul><li>Pinch </li></ul></ul></ul><ul><ul><ul><li>AppViz </li></ul></ul></ul><ul><ul><ul><li>GA </li></ul></ul></ul><ul><ul><li>Iterate, iterate, iterate </li></ul></ul>
  14. 14. <ul><ul><li>Build for Social </li></ul></ul><ul><ul><li>Enable Social Connections </li></ul></ul><ul><ul><ul><li>Flixster account login </li></ul></ul></ul><ul><ul><ul><li>Facebook Connect </li></ul></ul></ul><ul><ul><li>Build in social info </li></ul></ul><ul><ul><ul><li>Share your ratings </li></ul></ul></ul><ul><ul><ul><li>Friends movie ratings </li></ul></ul></ul><ul><ul><ul><li>Want to see lists </li></ul></ul></ul><ul><ul><li>Enable sharing by Email </li></ul></ul><ul><ul><ul><li>Tell a friend </li></ul></ul></ul><ul><ul><ul><li>Showtimes </li></ul></ul></ul>Post to Facebook Facebook Feed Download App
  15. 15. <ul><ul><li>Promote </li></ul></ul><ul><ul><li>Cross promote on your own sites </li></ul></ul><ul><ul><ul><li>In house ads </li></ul></ul></ul><ul><ul><ul><li>Email newsletters </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><li>Work with app store reps, blogs and carriers to be aware of your new features </li></ul></ul><ul><ul><li>Partner </li></ul></ul><ul><ul><li>Find complementary partners </li></ul></ul><ul><ul><ul><li>Yelp </li></ul></ul></ul><ul><ul><ul><li>Rotten Tomatoes </li></ul></ul></ul>82% Get the app
  16. 16. Sean Galligan VP, Business Development [email_address]
  17. 17. Flurry solves both problems through Analytics and Cross-Sell Services 3 Billion+ Downloads 140,000 Applications <ul><li>Two Challenges: </li></ul><ul><li>Discovery </li></ul><ul><li>Monetization </li></ul>
  18. 18. AppCircle: Recommendation Engine Promote Your Apps Across the Flurry Network Drive downloads & acquire new users Recommend Relevant Flurry Apps to Users Generate new revenue for your business Cross-Promote Your Application Catalogue Monetize through app cross-selling
  19. 19. User Experience: Flurry AppCircle Served during active user session Flurry Canvas: More Matches: Detailed info about recommended app Additional app recommendations Buy in App Store Recommending App: Open on user’s handset Recommended App: Flurry Recommendation Engine: Serves relevant app by matching end-user to like-cluster app consumption
  20. 20. Why Use AppCircle? <ul><li>Challenges for Developers: </li></ul><ul><li>Discovery is difficult </li></ul><ul><li>Limited merchandising alternatives </li></ul><ul><li>Most app lifecycles are brief </li></ul><ul><li>User acquisition is costly </li></ul><ul><li>CTR’s: 3-4x higher than other marketing program options </li></ul><ul><li>Engagement: 40% higher for users acquired through AppCircle </li></ul><ul><li>Competitive eCPMs: Frequently 20% higher than ad networks </li></ul><ul><li>Unparalleled Solution: </li></ul><ul><li>Consumption-based Recommendations </li></ul><ul><li>Contextually Relevant </li></ul><ul><li>Unmatched Scale </li></ul><ul><li>Customizable Integration </li></ul>
  21. 21. Fighting Gravity & Maintaining Orbit David Wang, VP BizDev [email_address]
  22. 22. What is MyTown? Social Game: Virtual Ownership of Real Locations.
  23. 23. VS User Base/DAUs SMALL BIG, 100x DAUs Highest Rank #88 #7 Advertising Medium Medium Featured Yes Yes PR Blitz Yes Yes Viral Hooks Yes No
  24. 24. Pitch, Engagement, Positioning (PEP) A frictionless pitch extends a halo across all channels Engagement is the Foundation for Virality Anchoring as “Leader in Real World Gaming” 3 Second Pitch Clear Abstract Name Clear Abstract Daily Playtime 1 Hour 5 minutes Positioning Relevant Interesting
  25. 25. # of Sessions over Time MyTown 2.0

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