ABBYY, Artem Kumpel, Michael Shubin

1. DISCOUNT CAMPAIGNS
FOR MOBILE APPS
Michael Shubin, Artem Kumpel
ABBYY 2016

2. ABBYY
More than 1250 employees in 16 offices worldwide
R&D is based in Moscow

3. 1.5М DOWNLOADS

4. TEXTGRABBER

5. Capturing and translation from books, magazines, ads and timetables on the go
• Text recognition in 61 various languages, full-text translation in 43 languages
• Save, Search or Share recognized text
• VoiceOver for recognized and translated text, larger fonts in output results, sound tips
for visually impaired
Full list of features can be found here
ABBYY TextGrabber

6. Initial idea

7. Featured on Lifehacker

8. TextGrabber + Translation

9. PAID-TO-FREE
Discount Campaigns

10. Free App of the Week on the App Store

11. Our Media Lists
We asked for review Actually reviewed Biggest traffic sources
 AppAdvice
 BGR
 Appshopper
 AppsZoom
 148apps
 CulfOfMac
 iPhoneItalia
 Macitynet.it
 iPhon.fr
 MovilZona.es
 iPhoneTurkey.biz
 iPhoneBlog.de
 AppPicker
 AppleVis
 AppAdvice
 BGR
 Appshopper
 9to5Toys
 9to5Mac
 iDownloadBlog
 iPhoneItalia
 Macitynet.it
 iPhon.fr
 TechnoHacker
 AppSliced
 BlogDoiPhone
 AppleVis
 A lot of Tweets
 App.so
 MyDealz.de
 BlogDoiPhone
 Iapps.im
 Touchlab.jp
 Zuimeia.com
 Vk.com
 iDownloadBlog
 Appshopper
 Naver.com
 9to5toys.com
 BGR
 MacDigger

12. Effect
1.5М DOWNLOADS

13. Long-lasting Effect in Revenue

14. Performance Paid vs. Free Users
Day-30 Retention Sessions per User
Paid App Users Free App Users
ARPU

15. Campaign results
● 1.5M Downloads
● 800K New users
● 150K E-mail subscribers
● Significant cross-promo results

16. What if we are not featured by Apple?
400K DOWNLOADS

17. SUMMARY

18. Best hacks we learned
● Press coverage titled with popular search keywords
● Paid-to-Free campaigns: Free App of the Week
● Appadvice, BGR and the rest of Media List
● App.so. MyDealz.De and other bigger traffic sources
● Be flexible with monetization and In-App promotion

19. GOOD LUCK!
Any thoughts? Cross promo?
Michael_Sh@abbyy.com
Artem_Ku@abbyy.com