Mobile Monday Austria #6 - Apprupt

Product, Channels, Metrics

Vienna, April 19th, 2010

Mobile Monday Austria

App Marketing

Kjell Fischer (@KjellFischer)apprupt (@apprupt)

Kjell Fischer, Managing Director apprupt

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*Launch Q1 2010

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© 2010 apprupt GmbH • www.apprupt.com

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App Marketing


App Marketing = have a great product?

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Source: TUAW,2010: http://www.tuaw.com/2010/03/11/gdc-2010-backflip-studios-year-in-the-app-store/


App Marketing

App Marketing? It‘s easy, right?

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Your app? Your User?

?


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

11© 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


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Spend Less Than You Earn


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Appvertising


Advertising for 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


Advertising for a paid app – optimized.

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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


Does your customer value look like this?

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EUR 0,79 app EUR 0,61 / download


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


Decentralized publisher app shops: users find right apps at the right place.

visit with your

iPhone mobil.free

net.de

19© 2010 apprupt GmbH • www.apprupt.com

visit with your

iPhone m.web.de

apprupt conversion rates.

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Productivity Gaming Location Lifestyle0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

30.67%

18.45%

27.13%

20.18%

apprupt Conversion Rate Paid Apps Conversion Rate Paid Apps


Source: apprupt, 2010, internal data

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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)

Searching for a specific type of

app

Browsing through top app store

rankings

Word of mouth (recommenda-

tions from friends or colleagues)

See ads while us-ing other apps

Press/news ar-ticles or blogs

A brand I know introduces an app and reaches out

to me

Other0%

10%

20%

30%

40%

50%

60%

70%

62% 60%

46%

30%

19%

10%13%

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.

Apple

BlackBerry

Android

Nokia

Palm

Windows

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25%

24%

57%

15%

32%

22%

75%

76%

43%

85%

68%

78%

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 increas in sales 496% 450%


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

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

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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)

Ente

rtainm

ent

Fina

nce

Navigat

ion

& T

rave

l

News & W

eath

er

Produ

ctivity

Refer

ence

Social N

etwor

king

Utiliti

es /

Tools

0

2

4

6

8

10

12

14

16

1.69

2.942.55

2.07

4.68 4.73

2.311.671.40

3.232.70

1.85

3.614.30

3.27

1.89

4.71

9.3

4.94

8.93

14.77

12.71

9.5

7.89

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


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

How much do you want to earn?

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Average Price Top Paid Average Price Top Grossing0

1

2

3

4

5

6

7

8

9

10

2,25

8.96

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


Thank You!

apprupt GmbH

Friedensallee 922765 HamburgGermany

apprupt® - App Affiliate Network

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

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Selection of Publishers:

Kjell Fischer (@KjellFischer)apprupt (@apprupt)


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


Technology

Mobile Monday Austria #6 - Apprupt