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Introduction to OpenXcell & AppN2O
• OpenXcell Technolabs is an ISO 9000:2008 certified company
located in India and USA
• We are a team of enthusiastic designers, Developers and
managers exceeding the strength of 200
• We have strong hold in Mobile App Development, Game
Development, Web Development, E-commerce Development
and Enterprise Systems
• AppN2O is subsidiary of OpenXcell and focused to provide
app marketing solutions.
Objectives : 5 W’s of App Marketing
•
•
•
•
•

Why App Marketing
What we need to start app marketing
How to do app marketing
When we should introduce app marketing
Where should be the focus for better results
Why App Marketing
The Business Model
Concept and
Development of
App

Marketing

Monetization
Strategy

Profit
1 Million in Apple = 1 Million in Android
Market Growth in 2013 - Revenue

Three Countries with Highest Market growth in 2013 compared to 2012 –
South Korea, China and Japan
Source: Distimo
Revenue distribution by Country and Platform in 2013

Source: Distimo
Brick Countries Emerge in 2013, While new market are poised
to break out in 2014

Source: App Annie
App Store
Superpowers

Bric Emerging
Powers

Markets to
Watch

Japan

Brazil

Hong Kong

South Korea

China

Indonesia

United States

India

Mexico

Russia

Taiwan
Thailand

Source: App Annie
What we need to start app marketing
What we need to start app marketing
•
•
•
•
•
•
•

Build The Best App
Focused Marketing Strategy
Monetization Plan
In-depth knowledge of App Store and SEO
Target Geographical Territories
Media Connections & App Experts Network
Expertise in Buzz Marketing & Viral Promotion
Build The Best App
• Build The Best APP
• The Golden Rule
• What Does “Best” Mean?
 Offers users something of value
 Offers users a
streamlined, enjoyable
experience
Focused Marketing Strategy
•
•
•
•
•
•

Market Research
Marketing Road Map
Target Users Analysis
User Behavior Analysis
Competitive Analysis
App USP Evaluation
Monetization Plan
• Sales Plan
– Free with in App Purchases
– Paid App
– Paid with in App Purchases

• Sales Forecast
• ROI Analysis
Apple App Store: Revenue share of the freemium
business model

Source: Distimo
Google Play: Revenue share of the freemium
business model

Source: Distimo
In-depth knowledge of App Stores
•
•
•
•
•
•
•

Target App Stores
Specific Features
Ranking on App Store
Optimization Process
Importance of App Reviews
Manage Ratings
User Reviews
Google Play surpassed iOS in App Downloads

Source: App Annie
iOS is very ahead than Google Play in App Revenue

Source: App Annie
Target Geographical Territories
• Identification of territories
• Reach to the maximum no. of
users in a specific territory
• Specific features for respective
territory
• Translation of app to local
language
• Expertise of app store
localization
Media Connections & App Experts Network
• Media Coverage for App
• Connections with the right
media platforms for mobile
apps
• Media Buying
• Network with app review
websites
• Reach to mobile app bloggers
Expertise in Buzz Marketing & Viral Promotion
• Buzz around the app
• Viral promotion
• Social Media Marketing
Strategy
• Videos of App
• Network with advertising
platforms
• Knowledge of ad networks
• Ad mediation
How to do app Marketing
How to do app Marketing
•
•
•
•
•
•
•
•

App Store Optimization
App Landing Page
App Localization
Video Creation
App Reviews
Press Release
Social Media Marketing
Advertising
App Store Optimization
• Improve your App Name
• Design an eye catching and
appealing app icon
• Keyword creation and
optimization
• Unique description
• Screen shot creation &
optimization
App Landing Page
• Design and develop an effective
app landing page (app website
of 3-4 pages)
• SEO through app landing page
App Localization
•
•
•
•
•

Localization of Keywords
Localization of App Name
Localization of Screenshots
Localization of Description
Localization of Language strings
within the App
• LSEO (Local Search Engine
Optimization) through app
localization
Video Creation
• Video trailers to increase
downloads and conversions
for apps
• Video submissions on You
Tube and other top video
sites
• Quality video to improve SEO
results
App Reviews
• App submission to various
app review websites
• Guaranteed coverage at
app review websites
• You tube video for app
reviews
Press Releases
• Press release writing
– Carefully designed press releases to create
awareness of your app amongst your target
audience
– Optimization of press release to ensure that it
is keyword heavy to improve its search
engine visibility

• Press release distribution
– Press release distribution to leading PR
agencies
Social Media Marketing
•
•
•
•

Social media marketing strategy
Social bookmarking
Blog posts
Social Media Platforms
–
–
–
–

Google +
Facebook
Twitter
Linkedin

• Source Of Notifications & Submissions
Advertising
• Advertisement through Ad
Networks
• Ad mediation
• Ad campaigns management
– Analysis of campaign
– Reports of campaign
Ads - Glossary
• CPM (Cost Per Mile)
– Price per 1000 views (paid by Advertiser)
• CPC (Cost Per Click)
– Price per Click (paid by advertiser)
• Fill Rate:
– Number of Displayed Ads / Number of Views
• CTR (Click Through Rate)
– Number of Clicks / Number of Views
When we should introduce app Marketing
After App Launch

Post
Launch

Pre
Launch

Launch

On the time of
Launch

Before App
Launch
Pre Launch
•
•
•
•
•
•
•

Market Research
Target User Analysis
Competitive Analysis
USP Evaluation
Monetization Strategy
App Store Optimization
App Landing Page
Launch
•
•
•
•
•
•
•

App Localization
Video Creation
App Reviews by App Review Websites
Social Media Marketing initiation
Social Media Marketing implementation
Press Release
App Launch
Post Launch
•
•
•
•
•
•
•
•

Social Media Marketing Execution
Social Media Marketing Optimization
SEO (Global and Local)
App Reviews by App Review Websites
Press Release
Advertising Campaigns
Campaigns Monitoring & Optimization
Reporting
Where should be the focus for better results
Where should be the focus for better
results
• Monetization
• App Localization

• Advertising
Monetization
Monetization
Monetization Tips
• Few Suggestions:
–
–
–
–
–

Play by number not by price
Higher price not always means higher revenue
Higher price could be low User/Transaction
100K users with 1$ transaction is better than 10K users with 10$
Why? More Users = More Viral Effect = More Transactions

• For Paid Apps
– Always have a Free Version (Freemium)

• For Ads
– Always track your eCPM revenue
Revenue Distribution by Category

Source: Distimo
Freemium Proves its Worth

Source: App Annie
App Localization
Top 10 Countries by Mobile App Revenue

Source: Distimo
App Localization – Case Study by David Jenner
Before Localization

76% Traffic from English Speaking Counties
3000 Downloads

After Localization

10% Traffic from English Speaking Counties
23000 Downloads
Case Study – Out Comes
• Localizing the app helped increase downloads by 767%
• Localization Means:
– Localization of Keywords
– Localization of App Name
– Localization of Screenshots
– Localization of Description
– Localization of Language strings within the App
• Please find the detail analysis of the research at
http://makeappmag.com/iphone-app-localization-keywords/
Advertising
Advertising
• House Ads
• Ad Network
• Ad Mediation
Monetization – House Ads
ABC Mobile App
Ad Agency
Showing Ads
on XYZ Apps
Request
Setting Ads in
his own App
XYZ Publisher
Need to advertise any
other app of his
portfolio or upgrades
for the current app

Show Ads
to Users
House Ads
Requirements:
– You must have channels to Advertisers
– You must be having enough user base to attract
Advertisers
Ad Network
Advertiser

Showing
Ads on XYZ
Apps
ABC Ad Network

Advertiser

Report

Advertiser
XYZ Publisher

Show Ads
to Users
Ad Mediation
• Ad Mediation enables you to connect with multiple ad
networks through one simple integration
• You can control your allocation or choice of network
• By using multiple networks, you can assess which are
performing best and optimize accordingly to maximize fill
rates and increase your revenues
End to End Mobile App Solution
“No matter what your idea is, we can
conceptualize and develop great apps for you
and also can help you to market the same and
make money out of it.”
Thanks

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Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing

  • 1.
  • 2. Introduction to OpenXcell & AppN2O • OpenXcell Technolabs is an ISO 9000:2008 certified company located in India and USA • We are a team of enthusiastic designers, Developers and managers exceeding the strength of 200 • We have strong hold in Mobile App Development, Game Development, Web Development, E-commerce Development and Enterprise Systems • AppN2O is subsidiary of OpenXcell and focused to provide app marketing solutions.
  • 3. Objectives : 5 W’s of App Marketing • • • • • Why App Marketing What we need to start app marketing How to do app marketing When we should introduce app marketing Where should be the focus for better results
  • 5. The Business Model Concept and Development of App Marketing Monetization Strategy Profit
  • 6. 1 Million in Apple = 1 Million in Android
  • 7. Market Growth in 2013 - Revenue Three Countries with Highest Market growth in 2013 compared to 2012 – South Korea, China and Japan Source: Distimo
  • 8. Revenue distribution by Country and Platform in 2013 Source: Distimo
  • 9. Brick Countries Emerge in 2013, While new market are poised to break out in 2014 Source: App Annie
  • 10. App Store Superpowers Bric Emerging Powers Markets to Watch Japan Brazil Hong Kong South Korea China Indonesia United States India Mexico Russia Taiwan Thailand Source: App Annie
  • 11. What we need to start app marketing
  • 12. What we need to start app marketing • • • • • • • Build The Best App Focused Marketing Strategy Monetization Plan In-depth knowledge of App Store and SEO Target Geographical Territories Media Connections & App Experts Network Expertise in Buzz Marketing & Viral Promotion
  • 13. Build The Best App • Build The Best APP • The Golden Rule • What Does “Best” Mean?  Offers users something of value  Offers users a streamlined, enjoyable experience
  • 14. Focused Marketing Strategy • • • • • • Market Research Marketing Road Map Target Users Analysis User Behavior Analysis Competitive Analysis App USP Evaluation
  • 15. Monetization Plan • Sales Plan – Free with in App Purchases – Paid App – Paid with in App Purchases • Sales Forecast • ROI Analysis
  • 16. Apple App Store: Revenue share of the freemium business model Source: Distimo
  • 17. Google Play: Revenue share of the freemium business model Source: Distimo
  • 18. In-depth knowledge of App Stores • • • • • • • Target App Stores Specific Features Ranking on App Store Optimization Process Importance of App Reviews Manage Ratings User Reviews
  • 19. Google Play surpassed iOS in App Downloads Source: App Annie
  • 20. iOS is very ahead than Google Play in App Revenue Source: App Annie
  • 21. Target Geographical Territories • Identification of territories • Reach to the maximum no. of users in a specific territory • Specific features for respective territory • Translation of app to local language • Expertise of app store localization
  • 22. Media Connections & App Experts Network • Media Coverage for App • Connections with the right media platforms for mobile apps • Media Buying • Network with app review websites • Reach to mobile app bloggers
  • 23. Expertise in Buzz Marketing & Viral Promotion • Buzz around the app • Viral promotion • Social Media Marketing Strategy • Videos of App • Network with advertising platforms • Knowledge of ad networks • Ad mediation
  • 24. How to do app Marketing
  • 25. How to do app Marketing • • • • • • • • App Store Optimization App Landing Page App Localization Video Creation App Reviews Press Release Social Media Marketing Advertising
  • 26. App Store Optimization • Improve your App Name • Design an eye catching and appealing app icon • Keyword creation and optimization • Unique description • Screen shot creation & optimization
  • 27. App Landing Page • Design and develop an effective app landing page (app website of 3-4 pages) • SEO through app landing page
  • 28. App Localization • • • • • Localization of Keywords Localization of App Name Localization of Screenshots Localization of Description Localization of Language strings within the App • LSEO (Local Search Engine Optimization) through app localization
  • 29. Video Creation • Video trailers to increase downloads and conversions for apps • Video submissions on You Tube and other top video sites • Quality video to improve SEO results
  • 30. App Reviews • App submission to various app review websites • Guaranteed coverage at app review websites • You tube video for app reviews
  • 31. Press Releases • Press release writing – Carefully designed press releases to create awareness of your app amongst your target audience – Optimization of press release to ensure that it is keyword heavy to improve its search engine visibility • Press release distribution – Press release distribution to leading PR agencies
  • 32. Social Media Marketing • • • • Social media marketing strategy Social bookmarking Blog posts Social Media Platforms – – – – Google + Facebook Twitter Linkedin • Source Of Notifications & Submissions
  • 33. Advertising • Advertisement through Ad Networks • Ad mediation • Ad campaigns management – Analysis of campaign – Reports of campaign
  • 34. Ads - Glossary • CPM (Cost Per Mile) – Price per 1000 views (paid by Advertiser) • CPC (Cost Per Click) – Price per Click (paid by advertiser) • Fill Rate: – Number of Displayed Ads / Number of Views • CTR (Click Through Rate) – Number of Clicks / Number of Views
  • 35. When we should introduce app Marketing
  • 36. After App Launch Post Launch Pre Launch Launch On the time of Launch Before App Launch
  • 37. Pre Launch • • • • • • • Market Research Target User Analysis Competitive Analysis USP Evaluation Monetization Strategy App Store Optimization App Landing Page
  • 38. Launch • • • • • • • App Localization Video Creation App Reviews by App Review Websites Social Media Marketing initiation Social Media Marketing implementation Press Release App Launch
  • 39. Post Launch • • • • • • • • Social Media Marketing Execution Social Media Marketing Optimization SEO (Global and Local) App Reviews by App Review Websites Press Release Advertising Campaigns Campaigns Monitoring & Optimization Reporting
  • 40. Where should be the focus for better results
  • 41. Where should be the focus for better results • Monetization • App Localization • Advertising
  • 44. Monetization Tips • Few Suggestions: – – – – – Play by number not by price Higher price not always means higher revenue Higher price could be low User/Transaction 100K users with 1$ transaction is better than 10K users with 10$ Why? More Users = More Viral Effect = More Transactions • For Paid Apps – Always have a Free Version (Freemium) • For Ads – Always track your eCPM revenue
  • 45. Revenue Distribution by Category Source: Distimo
  • 46. Freemium Proves its Worth Source: App Annie
  • 48. Top 10 Countries by Mobile App Revenue Source: Distimo
  • 49. App Localization – Case Study by David Jenner Before Localization 76% Traffic from English Speaking Counties 3000 Downloads After Localization 10% Traffic from English Speaking Counties 23000 Downloads
  • 50. Case Study – Out Comes • Localizing the app helped increase downloads by 767% • Localization Means: – Localization of Keywords – Localization of App Name – Localization of Screenshots – Localization of Description – Localization of Language strings within the App • Please find the detail analysis of the research at http://makeappmag.com/iphone-app-localization-keywords/
  • 52. Advertising • House Ads • Ad Network • Ad Mediation
  • 53. Monetization – House Ads ABC Mobile App Ad Agency Showing Ads on XYZ Apps Request Setting Ads in his own App XYZ Publisher Need to advertise any other app of his portfolio or upgrades for the current app Show Ads to Users
  • 54. House Ads Requirements: – You must have channels to Advertisers – You must be having enough user base to attract Advertisers
  • 55. Ad Network Advertiser Showing Ads on XYZ Apps ABC Ad Network Advertiser Report Advertiser XYZ Publisher Show Ads to Users
  • 56. Ad Mediation • Ad Mediation enables you to connect with multiple ad networks through one simple integration • You can control your allocation or choice of network • By using multiple networks, you can assess which are performing best and optimize accordingly to maximize fill rates and increase your revenues
  • 57.
  • 58. End to End Mobile App Solution “No matter what your idea is, we can conceptualize and develop great apps for you and also can help you to market the same and make money out of it.”