MobileMonday Austria - Apprupt

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App Marketing - Product, Channels and Metrics - Apprupt - Kjell Fischer (März 2010 in Hagenberg)

Text of MobileMonday Austria - Apprupt

  • 1.App Marketing Product, Channels and Metrics Hagenberg, March 5th, 2010Mobile Monday AustriaKjell Fischer (@KjellFischer) apprupt (@apprupt)

2. Kjell Fischer, Managing Director apprupt 2010 apprupt GmbH www.apprupt.com 2 3. App Marketing 2010 apprupt GmbH www.apprupt.com 3 4. App Marketing? Its easy, right? Your app?Your User?App Marketing ?Brigitte iPhone App. iTunes-Link: http://bit.ly/b7eQlO 2010 apprupt GmbH www.apprupt.com4 5. Sure, just get featured.Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/ 2010 apprupt GmbH www.apprupt.com 5 6. Or, get featured. The application was netting an average of about $80-$100/day, until it became a featured app on the Marketplace. Since then, sales have been phenomenal, netting an average of $435/day, with a one day record of $772 on Valentine's Day."Edward Kim, Car Locator(Android) 2010 apprupt GmbH www.apprupt.com 6 7. App Marketing Is Not (Only) Getting Featured 2010 apprupt GmbH www.apprupt.com 7 8. App Marketing = Get As Many Downloads As Possible 2010 apprupt GmbH www.apprupt.com 8 9. (App) Marketings ONLY Rule 2010 apprupt GmbH www.apprupt.com 9 10. Spend less than you earn OR earn more than you spend. 2010 apprupt GmbH www.apprupt.com 10 11. In other words... Earnings per CustomerCost of Customer Acquisition Earnings per DownloadCost per Download Earnings per Download Max. Spendings per DownloadEarnings per Download Earnings per Customer Lifetime 2010 apprupt GmbH www.apprupt.com 11 12. Does your customer lifetime value look like this? EUR 0,79 appEUR 0,61 / download 2010 apprupt GmbH www.apprupt.com 12 13. Spend Less Than You Earn 2010 apprupt GmbH www.apprupt.com 13 14. Appvertising 2010 apprupt GmbH www.apprupt.com 14 15. Advertising a paid app.Cost per Click EUR 0,05 CVR Click to Download1%Cost per Download EUR 5 App Revenues EUR 7,15 2010 apprupt GmbH www.apprupt.com15 16. Conversion rates vary massively.apprupt Conversion Rate Paid Apps ProductivityGamingLocation 35,00%Lifestyle30,67% 30,00%27,13%25,00% 20,18% 20,00%18,45% 15,00%10,00% 5,00% 0,00%ProductivityGamingLocation Lifestyle 2010 apprupt GmbH www.apprupt.com 16 17. Advertising a paid app. Cost per ClickEUR 0,10CVR Click to Download 15 % Cost per DownloadEUR 0,66App RevenuesEUR 0,95 2010 apprupt GmbH www.apprupt.com17 18. App Refferals / Recommendations 2010 apprupt GmbH www.apprupt.com 18 19. How do users discover apps? Howdoyoudiscovertheappsyoudecidetodownload? 70%(checkallthatapply)60%50%40%30%62%60% 46% 20% 30%10%19% 13%10% 0%Searchingfora Browsingthrough WordofmouthSeeadswhilePress/news AbrandIknow Otherspecictypeof topappstore (recommendaCons usingotherapps arCclesorblogs introducesanapp apprankingsfromfriendsor andreachesouttocolleagues) meSource: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009 2010 apprupt GmbH www.apprupt.com19 20. Getting more downloads out of a download. Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc 2010 apprupt GmbH www.apprupt.com20 21. The free / paid strategy. App Stores: Free/Paid Shares iCombat Sales as a % of Lite DownloadsPercentage Free Percentage PaidGross Sales Windows 22% 78% U.S.Global Conversion Rate8,73%6,53% Palm 32%68% 1 month increase in sales496% 450% Source: iCombat, 2009: http://bit.ly/4GrEn3Nokia 15%85% Android 57% 43% BlackBerry 24% 76% Apple 25% 75% 0% 20% 40%60% 80%100% Source: Distimo, 2010: http://bit.ly/bYGe4C 2010 apprupt GmbH www.apprupt.com21 22. Developers pay EUR 0,35 or 30% of of net revenues per download. 2010 apprupt GmbH www.apprupt.com 22 23. Earn More Than You Spend 2010 apprupt GmbH www.apprupt.com 23 24. How much is your customer willing to pay? iPhone-Ticker.deAverage Category Prices (United States) 16 Apple App Store ($) Blackberry App World ($)Google Android Market ($) 14,77 14 12,71 12109,3 9,58,93 7,89 8 6 4,714,94 4,684,734,30 4 3,61 3,233,27 2,942,552,70 2,31 2,071,85 21,691,671,891,40 0 Entertainment Finance Navigation & News & WeatherProductivityReferenceSocialUtilities / ToolsTravel Networking Source: Distimo, 2009: http://bit.ly/ckbueD 2010 apprupt GmbH www.apprupt.com 24 25. How much do you want to earn? Average Prices10In USD8,96 9876543 2,25 210 Average Price Top Paid Average Price Top GrossingSource: Distimo, 2010: http://bit.ly/bYGe4C 2010 apprupt GmbH www.apprupt.com25 26. In summary Get the basics rightKnow your customerKnow your metricsUse the toolsBecome an expert 2010 apprupt GmbH www.apprupt.com 26 27. Or, just get featured.Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app 2010 apprupt GmbH www.apprupt.com27 28. Image Credits. http://www.flickr.com/photos/tonytoo/3683219335/http://www.stretchinternet.com/images/money2.jpghttp://www.mkbergman.com/wp-content/themes/ai3/images/2009Posts/090220_money_stack.jpghttp://z.about.com/d/homerenovations/1/0/a/E/-/-/LightBulbDrawing.pnghttp://www.rowva.k12.il.us/Elementary/Third%20Grade%20Web%20Page/images/math.jpg 2010 apprupt GmbH www.apprupt.com 28 29. Thank you! apprupt - App Affiliate Networkapprupt GmbH Kjell Fischer, Managing Director Mob +49 151 22 63 47 61Friedensallee 9kf@apprupt.com22765 HamburgGermany Selection of Publishers: 2010 apprupt GmbH www.apprupt.com29