Presentation on App Marketing, held at Mobile Monday Austria in Hagenberg on the 5th of March, 2010

1. App Marketing
Product, Channels and Metrics
Hagenberg, March 5th, 2010
Mobile Monday Austria
Kjell Fischer (@KjellFischer)
apprupt (@apprupt)

2. Kjell Fischer, Managing Director apprupt
© 2010 apprupt GmbH • www.apprupt.com 2

3. App Marketing
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4. App Marketing? It‘s easy, right?
Your app? Your User?
App Marketing
?
Brigitte iPhone App. iTunes-Link: http://bit.ly/b7eQlO
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5. Sure, just get featured.
Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/
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6. Or, get featured.
„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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7. App Marketing Is Not (Only) Getting Featured
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8. App Marketing = Get As Many
Downloads As Possible
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9. (App) Marketing‘s ONLY Rule
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10. Spend less than you earn OR earn more than you spend.
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11. In other words...
Earnings per Customer Cost of Customer Acquisition
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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12. Does your customer lifetime value look like this?
EUR 0,79 app EUR 0,61 / download
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13. Spend Less Than You Earn
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14. Appvertising
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15. Advertising a paid app.
Cost per Click EUR 0,05
CVR Click to Download 1%
Cost per Download EUR 5
App Revenues EUR 7,15
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16. Conversion rates vary massively.
apprupt Conversion Rate Paid Apps Productivity
Gaming
Location
35,00%
Lifestyle
30,67%
30,00%
27,13%
25,00%
20,18%
20,00% 18,45%
15,00%
10,00%
5,00%
0,00%
Productivity Gaming Location Lifestyle
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17. Advertising a paid app.
Cost per Click EUR 0,10
CVR Click to Download 15 %
Cost per Download EUR 0,66
App Revenues EUR 0,95
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18. App Refferals / Recommendations
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19. How do users discover apps?
How do you discover the apps you decide to download?
70%
(check all that apply)
60%
50%
40%
30% 62% 60%
46%
20%
30%
10% 19%
13%
10%
0%
Searching for a Browsing through Word of mouth See ads while Press/news A brand I know Other
specific type of top app store (recommendaCons using other apps arCcles or blogs introduces an app
app rankings from friends or and reaches out to
colleagues) me
Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009
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20. Getting more downloads out of a download.
Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc
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21. The free / paid strategy.
App Stores: Free/Paid Shares iCombat Sales as a % of Lite Downloads
Percentage Free Percentage Paid
Gross Sales
Windows 22% 78%
U.S. Global
Conversion Rate 8,73% 6,53%
Palm 32% 68% 1 month increase in sales 496% 450%
Source: iCombat, 2009: http://bit.ly/4GrEn3
Nokia 15% 85%
Android 57% 43%
BlackBerry 24% 76%
Apple 25% 75%
0% 20% 40% 60% 80% 100%
Source: Distimo, 2010: http://bit.ly/bYGe4C
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22. Developers pay EUR 0,35 or 30% of of net revenues per download.
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23. Earn More Than You Spend
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24. How much is your customer willing to pay?
„ “
iPhone-Ticker.de
Average Category Prices (United States)
16 Apple App Store ($) Blackberry App World ($) Google Android Market ($)
14,77
14
12,71
12
10 9,3 9,5
8,93
7,89
8
6
4,71 4,94 4,68 4,73
4,30
4 3,61
3,23 3,27
2,94
2,552,70 2,31
2,071,85
2 1,69 1,671,89
1,40
0
Entertainment Finance Navigation & News & Weather Productivity Reference Social Utilities / Tools
Travel Networking
Source: Distimo, 2009: http://bit.ly/ckbueD
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25. How much do you want to earn?
Average Prices
10 In USD
8,96
9
8
7
6
5
4
3
2,25
2
1
0
Average Price Top Paid Average Price Top Grossing
Source: Distimo, 2010: http://bit.ly/bYGe4C
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26. In summary…
Get the basics right
Know your customer
Know your metrics
Use the tools
Become an expert
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27. Or, just get featured.
Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app
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28. Image Credits.
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
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29. Thank you!
apprupt® - App Affiliate Network
apprupt GmbH Kjell Fischer, Managing Director
Mob +49 151 – 22 63 47 61
Friedensallee 9 kf@apprupt.com
22765 Hamburg
Germany
Selection of Publishers:
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