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!
Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...
In this presentation we will describe our experience developing with a highly dyna...
Presentation to the LITA Forum 7th November 2014 Albuquerque, NM
Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
4 app monetization strategies for free apps. ... marketing, marketing technology, mobile app ... but then you have to be smart about monetizing.
MOBILE MARKETING. MOBILE ADVERTISING ... 40 iOS and Android mobile monetization strategies for app ... promotion isn’t exactly a direct strategy for ...
DIGIDAY:MOBILE Marketing & Monetizing Mobile in 2009. Share Article. DM2 Events Presents DIGIDAY: ... Norwalk, CT (PRWEB) February 19, 2009. DM2 Events, ...
This session explores the factors involved in monetizing and promoting mobile apps, elaborated with successful app examples. A well designed and ...
All About the Data Around Marketing, Optimizing and Monetizing Games and Mobile ... (@evcinnyc) March 5, ... Optimizing and Monetizing Games and Mobile Apps.
This session explores the factors involved in monetizing and promoting mobile apps, ... Copy of Monetizing and Marketing Mobile Apps ...
Marketing and Monetization Strategies for Free Apps. By: ... Building apps and marketing software services is a new ... The Five Mobile Marketing Metrics ...
App Monetization: 6 Bankable Business Models ... Often, mobile apps are another marketing channel for ... up by your mobile marketing team’s ...
... BBS and Amazon Kindle to display their giant campaigns in your mobile app. ... mobile advertising networks ... mobile advertising and marketing ...
Monetizing Mobile Banking ... that provides banks a choice of mobile apps from a Service Provider Network of 30 ... mobile marketing (17) multi ...