Be IT Conference 2015 | Dani Rangelov - Mobile Marketing Strategies

MOBILE MARKETING

Dani RangeloviOS Evangelist

iOS Developer

Dani Rangelov

Ten Touch

4+ years

Marketing

Management

Team Play

iOS Developemnt

6+ years

iOS DevelopemntTeam Play

7 years

iOS DevelopemntTeam Play

MARKET CONCEPT

Dani Rangelov Marketing Strategies

1,430k

1,210k

293k

Total Number of Apps by Appstore


0

350,000

700,000

1,050,000

1,400,000

0

20,000,000,000

40,000,000,000

60,000,000,000

80,000,000,000

July 11, 2008 July 14, 2009 June 7, 2010 July 7, 2011 June 11, 2012 June 10, 2013 January, 2015

Available apps Downloads

AppStore sales by date


VS


DEVELOPERS +

IDEAS =

MONETISATION


July 2014Mobile Apps Developers by Appstore


TOOLS


GLOBAL TRENDS


Messaging Downloads Skyrocket on iOS and Google Play


Media transferCellular to internet transition

Games

Social

Gamification

InteractionPhotos

Facebook

http://logoturn.com/Tweasel1/8218/fission-marketing-sun-logo


0

15

30

45

60

April June August

35

205

hike messenger


Users base growth (in millions)

hike100

WeChat195

Skype280

Line200

Whatsapp315

Viber200


Messengers registered users

STRATEGY №1Free Version

Marketing


Released: 2010-09-24

Released: 2010-07-30

Conversion ratio 0.1Dependancy ratio 0.3 - 04


• Clients receive enough from the free version

• Bad ratings because of limitations

• More clients• Higher reach• Conversion Ratio• Appearance in

different Appstore category and stream


THE OPPORTUNITIES THE THREATS

STRATEGY №2Regular Updates

Marketing


Promise

User feedback

Plan DeliveryExpected

Regular


• Appstore reviews and ratings disappear

• Appstore position drop• Bugs

• Customers’ reliance• Review site listing• Experiments with:

keywords, icon, screenshots, category

• Appstore listing



STRATEGY №3Feature Pack Updates

Marketing


EvaluatePreserve

Present


THE OPPORTUNITIES• Long development time• Customers’ dissatisfaction

due to waiting• Single presentation of

group of features

• Longer testing times• Higher product value

THE THREATS


STRATEGY №4Targeted Price Drops

Marketing


Grafio - Diagrams & ideasGrafio Lite - Diagrams & Ideas

7$10$ Update 5$ 10$ 5$ 9$


iOS Startup ExperienceDANI Rangelov

• Users wait for price drops• Income drop

• Appstore position control

• Event generation• Higher reach• More testing time• More reviews and

users



✭ Now # 1 in the US iOS (on iPad) Productivity ✭ Listed on the App Store in 80+ counties ✭ 350 mentions in different App Store

categories ✭

25 January 2013


Grafio - Diagrams & ideas

7$ 9$ Bann

er

6$




ANGRYBIRDS MARKETING CONCLUSIONS

• Releasing in smaller markets is better

• Users like consistency

• Growing your portfolio around a single selling point

• Partnerships are a great way to get consistent exposure

STRATEGY №5In-App Purchase

Marketing


iOS Startup ExperienceDANI Rangelov

• Hidden costs• Additional change • Locked features• Reduced income

• Divide the product price in sections

• Give the user the option to support you

• Dynamic content• Subscription• Service



STRATEGY №6Selling Bundles of Apps

Marketing



Average saving 5.68$

Number of Apps in Top BundlesOct 2014

DANI


Cannibalism*

*an animal that feeds on the flesh of others of its kind

Arnold H. Glasgow: “Success is simple. Do what’s right, the right way, at the right time.”


THANK YOU


Technology

Be IT Conference 2015 | Dani Rangelov - Mobile Marketing Strategies