1. May 21, 2014
Three lessons of mobile growth

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Free tier. licensing. unique.

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Acquisition Activation Retention

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qualitative|ˈkwɒlɪtətɪv|
adjective
Qualitative researchers aim to gather an
in-depth understanding of human
behavior and the reasons that govern
such behavior
quantitative|ˈkwɒntɪˌtətɪv, -ˌteɪtɪv|
adjective
The objective of quantitative research is
to develop and employ mathematical
models, theories and/or hypotheses
pertaining to phenomena

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3 Mobile Growth Questions
1 How much does friction really matter
2 Can notifications affect engagement
3 How to create new users via social buzz

8. May 21, 2014

9. May 21, 2014
+20%
increase in
signup per
install
•Reduced # of screens and taps
•Updated branding and design
•Improved input validation
!
Simplify Signup Flow

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What about notifications?
• Local notificaion
• Triggers on app update
• Graphically rich
• Target inactive users
+800k
inactive users
on iOS/
Android

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Boosting the social channel
+80k
tweets = 30%
increase

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So what did you just learn?
1 How to get 20% higher activation
2 How to turn inactivity to retention
3 Increasing acquisition by social channels

13. One more thing

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Questions?
email: osterdahl@spotify.com
twitter: @officemobile