Appsgeyser presentation at MoDevEast
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Appsgeyser presentation at MoDevEast
- 1. Android Part 3 - Avoiding the Pitfalls Vasily Salomatov, Co-founder AppsGeyser @vsalomatov MoDevEast
- 2. Agenda - Is Android Relevant - Lessons Learned - Suggested Path
- 3. AppsGeyser Convert HTML content into native Android apps in 2 easy steps, distribute and monetize -90,000 apps -12 M app downloads -200 countries making apps Our “business” has grown with the general android market We offer a good barometer of Where apps are born Android in General Intro
- 4. Android Key facts • Android is already most popular Smartphone OS in the US and globally. Fastest growing market EVER • Offers instant app publishing Iterate fast and polish your ideas with real-time market feedback • Still opportunity to become a winner Proven go-to market strategies Is Android Relevant?
- 5. Why Pay Attention to Global? • We started with US, UK, Europe • Quickly gained traction in China, Latin America 7 months ago Today Conclusion: Rest of World is growing, should be taken into consideration Is Android Relevant?
- 6. Lessons learned #1 Appcrowding #4 Income Gap #2 Fishing #3 Apps for What? #5 App Loyalty Lessons learned
- 7. #1 – AppCrowding • App Overstuffing – US is overcrowded – Everyone targets english Average number of apps per device Conclusion: Localize your Apps… Lessons Learned Lessons learned
- 8. #2 – Fishing for Users • Long Tail vs Short Tail = Casting a Net vs Rod Fishing • US: really hard to break into the Top – 1% chance of getting 50K+ downloads – Risks are higher, but also the Rewards • Other countries – Like US, but several months behind – Chances for home run still high Conclusion: Cast a Net in US, but Fish with a Rod in other parts of the globe Lessons Learned Lessons learned
- 9. #3 – Apps for What? What App Categories lead where: • Games lead globally • Social Apps in US & Latam • Messaging Apps in China & Russia But chances for success are different % Chances to get 10,000 downloads in a month Conclusion: Anywhere in the World People like to Play, Communicate, be Social Lessons learned
- 10. #4 – Income Gap in Users • Apps are being used by elite segments: Higher education & Higher income • US: the least of all – $44K vs $70K – Still a 60% difference! • Russia: 3X • Latam: 3.5X • China: the strongest of all – 5X average income Conclusion: Still today, Mobile Apps are getting used primarily by high-income households Lessons learned
- 11. #5 – App loyalty • App Loyalty factor varies by country and type of app • Average Usage for Social Networked apps: – US: 100 times – Latam: 300 times Hours Rank Russia 6.6 2 Brazil 6.3 3 Argentina 10.2 1 UK 4.7 6 US 4.2 9 World 3.7 * Source ComScore and BNamericas Conclusion: Invest in Social Aspects everywhere except China. Lessons learned
- 12. So US is Still King… but Competition is Fierce Red Ocean vs Blue Ocean: How do you want to compete? Suggested path
- 13. Entering US • US: – High competition – Discovery is principally through Android Market • Freemium model • Cast a net strategy – Create multiple apps in different categories – Use App in App cross promotion – Maintain growth Suggested Path Suggested path
- 14. Entering Latam • Latam: The perfect storm, combines everything: – Low competition, – Easy(er) to localize • Same alphabet! • One language hits many markets – Cultural affinity – Multiple countries/markets • Apply lessons to US Hispanic Market Suggested Path Suggested Path
- 15. Entering China • Entering China – publish to the Big 5 chinese markets – HIAPK – GOAPK – Gfan – Yingyonghui – Ndoo Suggested Path Suggested path
- 16. Avoiding the pitfalls • Split tests on launch – Launch multiple apps, give them a boost – See which grows and pick that one • Iterate and polish – Frequent updates – Listen to feedback • Importance of visuals – Icon, screenshots & descriptions • Cast a net whenever you can Suggested Path Suggested path
- 17. Avoiding the pitfalls (cont’d) • Do not forget to add links to your app from your website • Use social sharing within your app, ask bloggers to review your app, Create Facebook page for your app, etc. BUT… • Just get something out to the market ASAP! Iterate and do not give up! Suggested Path Suggested path
- 18. Appsgeyser role: • Cast a net • Initial boost through our App&Ad network • Proven tactics for app launch http://www.appsgeyser.com/blog
- 19. Thank you! Vasily Salomatov, Co-founder AppsGeyser vas@appsgeyser.com @vsalomatov
Hinweis der Redaktion
- Fact2) On average consumers have about 60 apps downloaded on each andorid device. When someone downloads the app made with appsgeyser chances are high that his next app will be appsgeyser as well. This could be attributed to the promotion of one app within another app. Average number of apps installed per device by region: US: 67 China: 30 Russia: 21 Latam: 37KEY FINDINGS:Lower number of apps installed in the countries other than US could be attributed to low # of apps available localized in those markets. That is why people do not have many choises and regional app markets are still a place to be discovered cause there is relatively low competition still. From this perspective we can predict that the growth potentiial for localized apps is 2 times in China, more than 2 times in russia and almost 1,5 in LatamRULE OF THUMB:Are you creating localized versions of your APP?
- Fact 4) Each market is at different stage -- plan wise what to launch.In general it is known that if you launch something within Games, Entertainment or Social network categories your RISKS are high but Outcome could be good. When you are doing something more business-oriented your Risks are lower but expect to get lower number of downloads or sales.Just few month ago Andorid market in US represented a huge opportunityfor your app to become very popular and attract 50000 downloads wasrelatively easier. Now it is no more the case. Currently you only have1% probability that your app will ever go above 50000 downloads. BUT onthe other hand now US market represents a huge possibility to generate1000 downloads for your app cause the probability that your app will getthis specific number of downloads actually increased (due to increasednumber of andorid devices activated each day and selective approach ofnew users when selecting the app)Situation like this is not yet happening in Russia, China and Latam. You still have high chances to get a lot of downloads for a single app you launch. KEY FINDING: the apps that form a top on US market remain relatively unchanged. It is really hard to get into top now.RULE OF THUMB: When launching for US market consider launching several small niche apps. Chances are high that they will generate together higher number of downloads. When Launching in China, Russia or Latam concentrate on single app.In the beginning of this year Andorid market in US represented a huge opportunityfor your app to become very popular and attract 50000 downloads in few month wasrelatively easier. Now it is no more the case. Currently you only have4% probability that your app will ever go above 50000 downloads in 3 months. BUT onthe other hand now US market represents a huge possibility to generate1000 downloads in 3 month for your app cause the probability that your app will getthis specific number of downloads actually increased (due to increasednumber of andorid devices activated each day and selective approach ofnew users when selecting the app)
- 5) Usage patterns are variable between the countries. (Note : it is relatively Gaming category is not the solid within our network that is why our statistics is different from other you can find on the market)Social apps are being used more in Latin America and US, China and Russia seems to be more focused on the games and entertainment when it comes to picking app what app to launch in a given time frameRULE OF THUMB: Gaming and social networks are 2 top drivers to attract people to lauch your app once again. Do not forget to add some ways to interact with your app using social networks (like creating facebook app to accompany your mobile one, or add some gamnification)
- Fact3) Apps are being used by hiugher educated and people with higher household income. By doing anonymous surveying of our app publishers we have found out the following:Average US household income is 44K but app users in US have 70K in household income on average. So that it is 60% more!!!This situation is getting drastical in other markets. In Russia that is 3X times, in China it is 5X times and in LatAm it is X3.5 times.RULE OF THUMB: Advertising in mobile apps targets hi-income households. And that is specifically true in developing countries.
- It was discovered that on average even the worst app is being run 4 times. :) That proabably happens bcause it is run first time to see what it does, Then it is runt one more time to see if it was indeed launched, then it is runt one more time to admire that such stupid thing made it to existence, and last you show it to your friend to make him laugh :)BUT on average loyalty parameters are different by different groups of apps and countries. For example in US average app with social networking capabilities is being used around 100 times. while in Latam this reaches almost 300, that could actually be attributed to the fact that Latin Americans spend on average more time in social network than US citizens. Also it is worth to note that Social features are not bringing much usages in China. RULE OF THUMB: When planning your next app take a look at the Social aspect of it -- that is something that increases app loyalty a lot. But not in China, where you better spend your time adding gamnification aspect to your app.