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Reaching the full marketing potential of
your app
Jon Mundyapprupt
Publish-to-Profit
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Who we are...
• The first affiliate network for apps
• White label app stores
• Launched 2009
• Based in Hamburg, Germany
• Launched in UK, August 2010
• Backed by T-Ventures and Neuhaus Partners
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Apps are just another product
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5 Basic Rules
• Understand your customer
• Identify your revenue model
• Make your app stand out
• Look after your customer
• Spend less than you earn
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Publish-to-Profit
Understand your customer
• Who are they?
• How can you reach them?
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The BBM phenomenon
3% market share in 2008
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15% market share in 2010
Source: mobiletoday.co.uk, 28/5/10
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“The biggest cold, hard fact is that a much greater percentage of our core customer-base for online shopping have a Series-60 Nokia phone than an iPhone.”
Nick Lansley, Head of R&D, Tesco.com
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Identify your revenue model
• How much will you charge? - Free / paid
• Are you carrying advertising?
• Retail?
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Why sell something once, when you can sell it five times?
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•Free to download• in app purchases (£0.59p)•earned more in January
2010 than FIFA 10 (£5.99)
Source, Tapulous Inc., Feb 2010
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You can do both paid and free
• 6.5m paid downloads
• 11m free trial downloads
• 2m free downloads on android in 2 days
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£11.99
£142.33
You don’t have to price everything at £0.59p
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“North American in-app ad revenue will surpass $860 million in 2014.”
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“North American in-app ad revenue will surpass $860 million in 2014.”
Parks Associates “Monetizing downloadable mobile applications”, September 2010
Advertising revenue
Publish-to-Profit
Retail: App Sales
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“Consumers will spend $6.2 billion in 2010 in mobile application stores.”
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initial purchase price
ad revenue per user
in app purchases
etc
customer lifetime value
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Make your app stand out
• Websites / Blogs
• Social media
• Youtube
• Get Featured...
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714 new apps every day
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Look after your customer
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Referral / Recommendation
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How do you discover the apps you decide to download?(check all that apply)
Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009
Publish-to-Profit
Spend less than you earn
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Mobile ad networks
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Cost per Click
Typical CVR click ➔ download
Cost per Download
Earnings needed to break even
= £0.05p
= 8%*
= £0.63
= £0.63p
Free Apps
* source: admob 2010
Publish-to-Profit
Mobile ad networks
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Cost per Click
Typical CVR click ➔ download
Cost per Download
Earnings needed to break even
= £0.05p
= 1%*
= £5.00
= £7.15p
Paid Apps
* source: admob 2010
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The challenge of app discovery
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How do you discover the apps you decide to download?(check all that apply)
Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009
Publish-to-Profit
Affiliate app marketing
• Performance led
• Selling, not advertising
• Targeted to relevant content
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Analyse and optimise
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A few thoughts on the future...
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Thanks
Jon Mundy
apprupt UK
@jonmundy
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