MobileMonday Austria - Apprupt

Product, Channels and Metrics

Hagenberg, March 5th, 2010

Mobile Monday Austria

App Marketing

Kjell Fischer (@KjellFischer)

apprupt (@apprupt)

Kjell Fischer, Managing Director apprupt

2 © 2010 apprupt GmbH • www.apprupt.com

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App Marketing

© 2010 apprupt GmbH • www.apprupt.com

App Marketing

App Marketing? It‘s easy, right?

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Your app? Your User?

?

Brigitte iPhone App. iTunes-Link: http://bit.ly/b7eQlO


Sure, just get featured.

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Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/


Or, get featured.

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„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)


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App Marketing Is Not (Only) Getting Featured


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App Marketing = Get As Many Downloads As Possible


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(App) Marketing‘s ONLY Rule


Spend less than you earn OR earn more than you spend.

10 © 2010 apprupt GmbH • www.apprupt.com

Cost of Customer Acquisition

In other words...

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Earnings per Customer

Earnings per Download Cost per Download

Earnings per Download Max. Spendings per Download

Earnings per Download Ø Earnings per Customer Lifetime


Does your customer lifetime value look like this?

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EUR 0,79 app EUR 0,61 / download


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Spend Less Than You Earn


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Appvertising


Advertising a paid app.

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CVR Click to Download 1 %

App Revenues EUR 7,15

Cost per Click EUR 0,05

Cost per Download EUR 5


Conversion rates vary massively.

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30,67%

18,45%

27,13%

20,18%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

35,00%

Productivity Gaming Location Lifestyle

apprupt Conversion Rate Paid Apps Productivity

Gaming

Location

Lifestyle


Advertising a paid app.

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Cost per Click EUR 0,10

CVR Click to Download 15 %

Cost per Download EUR 0,66

App Revenues EUR 0,95


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App Refferals / Recommendations


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How do users discover apps?

How do you discover the apps you decide to download? (check all that apply)

62% 60%

46%

30%

19%

10% 13%

0%

10%

20%

30%

40%

50%

60%

70%

Searching for a specific type of

app

Browsing through top app store

rankings

Word of mouth (recommendaCons from friends or colleagues)

See ads while using other apps

Press/news arCcles or blogs

A brand I know introduces an app and reaches out to

me

Other

Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009


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Getting more downloads out of a download.

Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc


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The free / paid strategy.

25%

24%

57%

15%

32%

22%

75%

76%

43%

85%

68%

78%

0% 20% 40% 60% 80% 100%

Apple

BlackBerry

Android

Nokia

Palm

Windows

Percentage Free Percentage Paid

App Stores: Free/Paid Shares iCombat Sales as a % of Lite Downloads

Gross Sales U.S. Global Conversion Rate 8,73% 6,53% 1 month increase in sales 496% 450%

Source: iCombat, 2009: http://bit.ly/4GrEn3

Source: Distimo, 2010: http://bit.ly/bYGe4C


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Developers pay EUR 0,35 or 30% of of net revenues per download.


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Earn More Than You Spend


How much is your customer willing to pay?

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„ “

Average Category Prices (United States)

1,69

2,94 2,55

2,07

4,68 4,73

2,31 1,67 1,40

3,23 2,70

1,85

3,61 4,30

3,27

1,89

4,71

9,3

4,94

8,93

14,77

12,71

9,5

7,89

0

2

4

6

8

10

12

14

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Entertainment Finance Navigation & Travel

News & Weather Productivity Reference Social Networking

Utilities / Tools

Apple App Store ($) Blackberry App World ($) Google Android Market ($)

Source: Distimo, 2009: http://bit.ly/ckbueD

iPhone-Ticker.de


How much do you want to earn?

25

2,25

8,96

0

1

2

3

4

5

6

7

8

9

10

Average Price Top Paid Average Price Top Grossing

In USD

Average Prices

Source: Distimo, 2010: http://bit.ly/bYGe4C


In summary…

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Get the basics right

Know your customer

Know your metrics

Become an expert

Use the tools


Or, just get featured.

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Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app


Image Credits.

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http://www.flickr.com/photos/tonytoo/3683219335/

http://www.stretchinternet.com/images/money2.jpg

http://www.mkbergman.com/wp-content/themes/ai3/images/2009Posts/090220_money_stack.jpg http://z.about.com/d/homerenovations/1/0/a/E/-/-/LightBulbDrawing.png http://www.rowva.k12.il.us/Elementary/Third%20Grade%20Web%20Page/images/math.jpg


Thank you!

apprupt GmbH

Friedensallee 9 22765 Hamburg Germany

apprupt® - App Affiliate Network

Kjell Fischer, Managing Director Mob +49 151 – 22 63 47 61 [email protected]

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Selection of Publishers:


Technology

MobileMonday Austria - Apprupt