Published on March 2, 2009
Marketing and Monetizing Mobile Applications. Katie Lips.
Appostles. ★ iPhone and Android Specialists. ★ Agency with growing team of experts. Hiring! ★ Strategy. Concept. Design. Build. Marketing. ★ Partners with agencies. Works for brands. ★ Liverpool. London. Amsterdam.
Why are we here?
“While the mobile data industry holds considerable promise in future, the existing ecosystem is challenging for the grassroots entrepreneur.” - Ajit Jaokar, Open Gardens.
1.0 Landscape. ★ Complex Development & Testing ★ Poor End User Experiences ★ Bureaucratic Walled Garden Mentality ★ Low Financial Incentive ★ A Stagnated Industry ★ Little Incentive to Innovate or Take Risks
Mobile 2.0? ★ It’s all about Platforms ★ iPhone ★ Android ★ Blackberry ★ ... and others
Ecosystem iPhone & iPod Touch Developers & Customers App Store
iPhone Sales by Quarter Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09 Units sold 270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000 in Quarter
Cumulative iPhone Sales 20,000,000 15,000,000 10,000,000 5,000,000 Q3 07 Q4 07 0 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09
Handset OS Market Share Operating System Share Symbian 44% iPhone (and iPod Touch) 32% RIM (Blackberry) 9% Windows Mobile 8% Palm 4% Other 3% Source: AdMob - using Admob Analysed Apps
Snapshot Feb ‘09 ★ 17 Million iPhones in 80 countries ★ 32% Worldwide Smartphone market share ★ Apple #3 Mobile Phone manufacturer ★ 20,000 Apps / 2.2 million downloads each day ★ 500 million apps downloaded (half a billion!)
The Opportunity? ★ Investors - speculate (KPCB’s iFund) ★ Enterprise - mobile workforce ★ Brands - your brand in 17m pockets ★ Web Services - extend reach via mobile ★ Mobile Services - The App business ★ Disposable Apps - apps as accessories ★ Games Developers - a new platform
Example Apps ★ Investors - Loopt ★ Enterprise - Salesforce.com ★ Brands - Carling’s iPint, Audi, ★ Web Services - Facebook, Remember the Milk ★ Mobile Services - Urban Spoon, Flirtomatic ★ Disposables - iFart, Sonic Lighter, Ocarina ★ Games - Rolando from ng:moco
Marketing your App
What we learnt... Coffee Buzz www.coffeebuzzapp.com
App Store Catch 22 ★ Ratings are based on volume and revenue. ★ You need to sell a lot to get in the featured / top 25 list. ★ You need to be in the featured / top 25 list of you’re to sell lots of copies!
Hard Facts! ★ You need to market / advertise / promote your app however you can. ★ Apps with great reviews from happy customers can still be at the bottom of the list. ★ There’s a lot of bad apps in the App Store. Being at the bottom of the list is bad!
Tactics! ★ Use launch momentum (you’ll be ‘new’). ★ Do what you can to build that momentum. ★ Get early good reviews. ★ Maximize off App Store PR (web, social networks, ads). ★ Pay to grow volume (via AdMob ads or similar in other apps for example).
Insider Advice: Ads ★ Once you’ve sustained being in the top 25 for a while, it becomes organic. ★ If you spent $5000 getting there, you should be able to make it back by including ads in your app! ★ (...Says an Ad Network Rep!)
Insider Advice: Price ★ Start high. You can always drop the price. ★ Time limited price drops rebuild volume and listings position. ★ If you were selling at £2.39, selling at 59p (a quarter) wil increase sales by more than four fold.
Cheaper = More Volume = Higher Ranking = More Sales = More Profit
However this theory has lead to downward pricing pressure. Which we don’t like!
Models Paid App Low price Mid price Ad supported Free plus a ‘Lite’ e.g. Tier 1 e.g. Tier 4 Free App version 59p £2.39 ++ ++ + - -- Volume Reward if -- +++ ++ +++ ++ your app stays in top 25 Reward if -- -- -- -- -- your app gets lost
Strategies for Marketing your Apps
PR ★ App Store is not a marketing magic wand ★ Reviews, your App Store page, and even icon are important ★ Blogs, App Listings, and review sites are very useful ★ Get Social Media Savvy (tell your friends, and their friends) ★ Resort to ‘traditional’ PR!
Easy Advertising ★ On Blogs, App Listings, and review sites ★ Via Google AdWords Ads & Facebook Ads ★ Within other related social networks, and yes, iPhone owners seem to like Twitter! ★ In trade press (e.g. Coffee related magazines) ★ Plus........
Pro Advertising ★ AdMob - Ads and Analytics ★ MobClix - Ads and Analytics ★ Pinch Media - Ads and Analytics ★ PurpleTalk - (Ad Sharing) ★ Chillingo - Print Ads Partnerships
If you’re serious about your App as a Business you need a robust strategy!
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