Emmanuel Carraud is CEO of MagicSolver, the user acquisition specialists for mobile applications. MagicSolver helps over 1 million users to save money every day by downloading free apps with their mobile phones, and helps developers and publishers gain visibility for their apps in the App Store. Emmanuel has over 15 years of experience in consumer marketing and mobile advertising across Europe. Fluent in French, Spanish and English, he has a Masters degree from Sciences Po Paris and an MBA from Judge Business School, Cambridge University.

1. How do you get
quality users for
a free app?
Emmanuel
Carraud
CEO
MagicSolver
emmanuel@magicsolver.com

2. MagicSolver
App
Discovery
and
App
Promo9on
Experts
 Spin
out
of
Cambridge
University
 iOS
&
Android
apps
developers,
publishers
and
curators
 We
just
celebrated
our
4th
birthday
 Team
of
30
with
12
na9onali9es
 #1
App
Store
in
50
countries
 500
developers
partners
 30
million
downloads
for
our
apps!
 50
million
downloads
for
our
partners!

3. Apps
are
great
…
but
are
there
too
many
apps?
iOS:
800,000
apps
…
1000+
new
apps/
day!
Android
Market:
800,000
apps
…
1000+
new
apps
/
day!

4. Problem
for
users:
How
to
find
good
apps?
-­‐ Apps
relevant
for
me
-­‐ Apps
easy
to
use
-­‐
Apps
which
deliver

5. Problem
for
developers:
How
to
be
visible?
-­‐
Visible
on
the
App
Store
-­‐
Reach
my
target
audience
-­‐
Get
quality
users
to
download
my
apps
-­‐
Make
money

6. SOLUTION:
MagicSolver
daily
selec=on:
Free
App
Magic
6
1/
We
select
and
test
the
best
apps
every
day
2/
We
make
paid
apps
free
for
24h
period
3/
Free
apps
and
freemium
apps
come
usually
with
a
special
offer
or
a
free
iAP
Developers
Get
visibility
to
million
users

7. Free
App
Magic:
to
discover
apps
every
day
Free
App
Magic,
over
7
million
downloads
Our
users:
 Receive
a
daily
push
no=fica=on
 Can
download
up
to
3
paid
apps
for
free
every
day
 Have
already
saved
$50
million
hNp://www.freeappmagic.com/

8. A
rigorous
process
to
guarantee
quality
apps
for
our
users
Content Team
Editorial selection every day
Test the apps
Adapt content to different countries
Reviews in 7 languages
8
Sales Team
Negotiation with app
developers and first filter of
quality

9. Case
study
Paid
app
gone
free:
Christmas
Booth
9
Early December app: paid app $1.99
Category: Photo Booth/ Entertainment
8 Dec 2012: selected in Advent Calendar
- 248,000 downloads in the first 24h
- 1,291,000 downloads in December with
the snowball effect
Source: iTunes Connect/ AppFigures

10. Case
study
Paid
app
gone
free:
Christmas
booth
10
8 Dec 2012: selected in Advent Calendar
- Daily revenues 20x during the promotion
with iAP
- Daily revenues 7x bigger during the 2
weeks after the promotion
20x more daily
revenues
7x more daily revenues for 2 weeks
Source: iTunes Connect/ AppFigures

11. Case
study
free
app:
Quote
of
the
Day
11
Selected in Free App Magic 30th June/
Category: reference/lifestyle
- During promotion: 20,000 downloads
- Daily downloads +20% after the
promotion
daily downloads
+20%
Source: iTunes Connect/ AppFigures
Snowball
effect +5000

12. Case
study
free
app:
Quote
of
the
Day
12
Free App Magic users more loyal than organic users!
- 77% used the app again on day 2 vs 71% for organic users
- 61% used the app every day until day 7 vs 54% on average
54%
71%
77%
61%
Average Daily retention rate
Quote of the Day
Daily retention rate
Free App Magic users
Free App
Magic users:
13% more
loyal than
average users
Source: Flurry

13. Apps
discovery
service,
a
key
tool
in
a
user
acquisi9on
campaign
13
If selection is :
 Quality driven, editorial driven
 Without external user incentivisation to downloads
 With the right target audience and targeted at the right market
Then App discovery service is essential in a user acquisition campaign:
 Numbers of quality users are significant: Between 10,000 and 20,000
new users in 24h (much more during seasons)
 Additional snowball effect could be massive: x5 campaign downloads if
the app become viral
 There is a significant halo effect: minimum +20% in the week after the
campaign
 LTV of users can be much higher than organic users or other UA tools

14. The
future
of
Apps
discovery
service
Quality,
Cura9on,
Analy9cs,
Targe9ng
14
1. Quality: editorial driven with a local touch = quality users
2. Curation: be an App Expert to be credible
3. Analytics: reliable CPI tracking, consumer behaviour and the best
LTV for the apps we select
4. Targeting: based on geography, device, socio-demographic profile
and on consumer behaviour.
Thank
you!
Emmanuel
Carraud
CEO
MagicSolver
emmanuel@magicsolver.com