User Acquisition Strategy for Mobile Apps/Games in Vietnam Market

USER ACQUISITION STRATEGY FOR

MOBILE APPS

IN VIETNAM MARKET

Presented By: Mr. Quoc Nguyen Gmark JSC

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AGENDA

1. MARKETING CHANNELS FOR MOBILE APPS

2. KEY INDICATORS

3. EFFECTIVE MEASUREMENT TOOLS

4. EFFECTIVE MODEL

1.MARKETING

CHANNELS FOR MOBILE

APPS

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– Facebook &

Google Adwords:

biggest traffic

– Local Adnetworks

– Wap Master

– Official Mobile

App Store: Google

Play, App Store

WAP

Price

Number of downloads

MARKETING CHANNELS FOR MOBILE APPS

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680,000,000 Mobile users

Dis: CPC, high cost (?)

Dis: CPC, click by

accident conversion

rate high cost

Ad: some accept CPI

Dis: small, depends on

apps/games appropriateness

Ad: revenue share

Dis: small, risks of recoded

apps/games

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– Official Mobile App Store:

• Advantage: huge number of users access the

official stores everyday, get your app on the

top also means you have chance to get the

big number of organic installs.

• Disadvantage: not easy to get on top because

of 2 reasons:

* Many apps have been uploaded to Stores

everyday

* Unpredictable arranging method of Stores

Recommended apps

Top new trends

Top downloads

Similar apps

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The Big Big Gotham Black Headline Goes Here Incentive channel

– Incentive installation

• Advantage: make a boom for app installation in a very short time support ASO get organic downloads

• Disadvantage: Vietnamese incentive channels cannot provide the necessary number of installations. Low rate of real users

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0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

BigKool-Online or Bigkul

GP Total DL AdLatte DL User

App: BigKul

OS: Android

Order: 7,000 CPI

Result:

- 4,262 installation from

AdLatte in 1st days

- 7,006 Installation from

AdLatte after 10 days

- Total Download on GP:

12,438 after 10 days

- 5,920 registered users,

- Register/AdLatte

Download: 83%

Case Study

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2. KEY INDICATORS

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Click

Installation

Active Users

Core Users

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3. EFFECTIVE

MEASUREMENT TOOLS

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• Measurement is a very important issue for

all Marketing campaigns to evaluate and filter the best appropriate channels

• High installation rate, low rate of active users wrong target

• High installation rate, low ARPU inexact core users

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Channel 1

Channel 2

Channel 3

$10,000 $43,000

The Big Big Gotham Black Headline Goes Here EFFECTIVE MEASUREMENT/TRACKING TOOLS

Tracking Tool Advantage Disadvantage

- Free

- Support multiple parameters

- Only track CPI on GG Play

Store

- Accuracy ~ 80%

- Track CPI on both App Store and Play Store

- High accuracy

- Pay for event: Click, install, register

- Cost of money

- Not going with Facebook

- Track CPI on both App Store and Play Store

- High accuracy

- Linked with Facebook

- Pay per installation / pay per paid installation

- Cost of money

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Channel 1

Channel 2

Channel 3

10,000

installs

10,000

installs

10,000

installs

1,000 Users

4,000 Users

6,000 Users

100 Pay

1,200 Pay

3,000 Pay

$1/CPI

$1/CPI

$1/CPI

10%

40%

60%

10%

30%

50%

$10

$10

$10

$1,000

$12,000

$30,000

$10,000

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4. EFFECTIVE MODEL

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Your game: Supper Star

Expected User: 100k DAU

Expected revenue:

$5,000/day.

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The Big Big Gotham Black Headline Goes Here EFFECTIVE MODEL

Recommendation from Gmark

1. Quickly get your apps at 5,000+, 10,000+ or

50,000+ downloads

2. Sharping your apps, target users as you wish to get

3. Build up relating campaigns to keep users with you

(promotion, competition...)

4. Pay attention to your final target, step by step burst

out your KPIs

5. Call me for cheering up (optional)

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Thank You For Your Attention!

Gmark JSC

Contact email: quoc.nguyen@gmarkcorp.com

Skype: nguyen.quoc4

Mobile: 090 232 0507