2. Situation
• The number of mobile users has increased drastically.
• Mobile phone serves as an ubiquitous medium of communication.
• The average time that a person spends on his mobile is over 4 hours.
• Statistics show that the dependence on apps has been on an all time
high.
4. Why mobile apps?
• ‘Internet of things’ gadgets are mobile apps centric.
• Apps offer a user experience which even
responsive websites are unable to provide.
• About 80% of the time spent on mobile devices is
spent using apps.
• Apps create a direct marketing channel which
increases visibility and accessibility.
6. Company overview
• The company looks to target the “on-the-go” customers.
• The company looks to roll out a freemium service.
• They pledge to deliver multiple uses through a single app.
• The app is easily accessible.
• There are no other competitors which offer this kind of a wide
spectrum of services.
8. Features
• It enables users to manage apps within their device.
• It syncs with user’s search history and download history and
recommends the user new and useful apps.
• It gives notifications when new and highly rated apps are launched.
• It offers a premium version where users can have a hands on
experience of paid apps with all its features for a trial period of two
days.
• It also let users know about data usage and enables them to optimise
data usage when the apps are not in use.
9. Freemium Strategy
• The company provides a free version to its
users where most of the services are
available.
• It offers a paid version where the users are
entitled to a trial period usage of paid apps
which otherwise they cannot access.
• The paid version is priced at a modest
1$/year.
10.
11.
12. • King App looks to position itself in the utility category.
• It can be accessed through Google Play, iOS and
through its official website.
• There are very few competitors in this category with
similar offerings, such as App search.
• It offers a wide range of services including app
management , app search , data and power
optimisation.
• It has a clear advantage over its competitors because
it does not cater to a single offering and is pretty
hassle free.
13.
14. • King App targets the Generation Y people
who are more dependant on apps.
• People have changed their lifestyle over
the years.
• The people who use mobiles spend about
70% of their time on apps.
• App dependency urges people to use King
App to curate the best ones for them.
16. • The app was promoted using social media platforms like
Facebook, WhatsApp etc.
• The reach of the app was also strengthened by offering the
paid version for free for a limited number of customers who
helped in promotion.
• The company also maintained an official website which it
used to market and reach out to more and more consumers.
• The company also rolled out push notifications in contrast to
in-app messaging used by other apps to reach a greater
audience.
• It also sought to sending e-mails to enhance promotion.
17.
18. Strength
• King App has positioned itself in a category where
there are very few competitors.
• It employs a simple but effective marketing
strategy.
• Its offers more services in comparison to its
competitors.
• It also caters a freemium strategy to deliver to
different needs of customers.
• Business collaborations with companies like
Google, Apple etc.
19. Weakness
• New entrant in the market.
• Low budget in marketing.
• A less traversed product category.
• Increased number of notifications may
irritate the users and have a negative
impact on app usage.
20. Opportunity
• Out of the 7 billion people in the world, 6 billion people have access
to mobile phones.
• Of these consumers, 70% of the time they spent on their device is on
apps.
• An app for apps is an ideal product for such a scenario.
21. Threat
• Customer experience may get disturbed due to
repeated notifications.
• Very few customers tend to opt for the paid
version of an utility app.
• There are chances of side-lining the app if
customers tend to work on their own instinct.
22. Implementation
• King App looks to solicit feedback/reviews from
customers and thereby improve customer
satisfaction.
• It also strives to maintain a good app rating by
ensuring customer satisfaction and by upgrading its
features.
• It looks to secure 1 million downloads by the end of
first year from its launch date.
• It also looks to collaborate with more app companies
to acquire a strong position in the market.
• Once it attains 1 million customers, it looks to
increase the price of its paid version by 50 cents.
• It also plans to increase its marketing budget.
23. Summary
• King app serves as a utility app which helps in app management and
provides users notification about new apps.
• It targets consumers who are strongly dependant on apps in their day
to day life.
• It has both free and premium versions of its app.
• It focuses on low budget marketing but vows to stress more on paid
marketing as it moves forward.
• The company depends on reviews/ feedbacks from its customers to
improve its services.
