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ME

• Co-Founded one of the first App Store in 2005• Idea, Product, Funding, Expansion, Exit • Marketing Director – Vopium • Marketing Vopium App in 52 countries• Blog about app marketing:

http://www.amino.dk/blogs/babarbaig• Co-Founder Writereader Aps – Kids Learning app• App Marketing mentor – AppGarageDTU • Twitter: @babarbaig

Mobile Revolution

•Everything is going mobile •”Mobile first” will succeed•…not web to mobile strategy•Strategy first! Always!

ALWAYS Start with Strategy Why APP or Mobile site

New customer? Retention app? App for internal usage? App with Back-end integration? M-Commerce app? Branding App?

-Tech. considerations: App, mobilesite, Hybrid? Fragmented webtraffic? Budget, Time to Market. Native OS features?,

- Business related considerations: Free or Paid app? Both? In app purchase?, Pro version? What pricing? OS differentiated businessmodel?

- Marketing considerations: App store, Google play, Mobilesite marketing vs app marketing. Big difference (Google, iOS, mm.. Target group.

• 1.000.000 Apps on App Stores and +50.000 new apps each month!

• + 28.000 Native Ipad apps (sep to oct 2012)

• TODAY: App Store crosses 1mil. approved apps

• Same positions to fight for! Top 10 – but how many downloads does it take?

• Top 25 developers are sharing +50% in app revenue. • …making +500 mio DKK in 30 days………24 of them are Game developers…..one main reason?

The Competition….

Key App trends

• Each smartphone user has 30-40 apps installed …….

• ….But only 3-4 apps are used on daily basis. Rest are ”ghost apps ”

• App users dont visit the website of apps. They expect to get the required information on mobile/tablets.

• More time on Apps than on Mobile sites.

• Usability is essential for app users.

Its not a matter of being first on Appstores – but getting it right! (Clear,Wordfeud, Instagram, Viber)

App Store & Social? • Social media will be a factor in App Store

Ranking Algorythm? Its a reality.

• App Store – worlds largest branding market place

• Google Play and G+

• Google play landing page + backlinks (SEO + ASO)

• Facebook App center – FB login/connect integration

• Majority will interact for the first time with your brand – on App Store.

• Dont underestimate the power of users.

• Whats your social App strategy?

Pre launch plan • Understand different AppStore propostions: Enterprise App Stores,

ESD sites, Operator App Stores/Portals, OEM App Stores, OS based App Stores.

• Product related checklist – Tracking, Goals, QA, etc.

• A-list for comments and reviews

• Importance of chosing the right App title, keywords and App-description (ASO)

• Setup process for bugfixing, handling feedback;

• Built in feedback feature (app store comments live forever) bad reviews tarnish company’s image + make it even harder for future apps you roll-out to be considered – specially for featuring options.

• Localisation

and….PR

Pre Launch plan - Whats your story?

• Create push/burst – from outside App Store through PR

• 80% of searches are brand related

• Plan the pitch and media

• Create ”push” let journalists review app prior to launch – embargoes, If relevant.

• Plan blogger outreach – let them review the app prior to launch.

• Create excitement; NL sign-ups - FB Groups, Contests works! (WriteReader)

Price elasticy is huge in gaming & entertainment apps

• Use pricing actively – Price sites are scraping App store for discounts. Appshopper.com, freeappalert.com, freeappsafari etc.

• Increases downloads, > Rankings > More organic discovery downloads > calculate organic effect. / Vopium 1/3 Australia case

Is your Price right? Test it

IF everything fails……dont worry

Promote your App

In App advertising

compared to desktop traffic which peak from 9AM – 5PMTablet and mobile traffic peak at night

12:00 AM

1:00 AM

2:00 AM

3:00 AM

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Tablet Mobile Desktopsource: Google Internal Data, 2011

note: % of each platform’s traffic shown hourly for one day; does not indicate absolute or relative traffic volumes

OS(and OS version)

Device

Standard

Carrier

Traffic

Demographic

Location

Remarketing

Interest Category(Android Only)

Advanced

Bundles

New Devices

App Enthusiasts

Time

Reach your audience… at the right time

Relevant targeting

App/mobile Roadmap

Phase1: Mobile strategy/ Marketing plan Phase2: Requirement specification Phase3: App/mobile site development Phase4: Pre-launch plan – to go market, Phase5: CRO –Mobile conversion rate opt.Phase 6: Paid Mobile Marketing

App Store Love

20

THANKS

baig.babar@gmail.com

@babarbaig