SlideShare une entreprise Scribd logo
1  sur  31
Télécharger pour lire hors ligne
How to successfully market
  your iPhone Application?
                #appstudy
                 Paris, January 2010
Introduction


This study originated from observations made on the lifecycle of “RATP Lite”
and “RATP Premium”, two applications we designed to provide Parisians with
public transportation official information

We decided to go further in the analysis by running mathematical programs


Today we make a step further by sharing the results with you through this
creative commons presentation

We hope your challenge and contributions to the study will favor the
emergence of best practices for iPhone apps marketing




                                                                                             ..…….
                              January 2010 • Marketing your iPhone application #appstudy •   2
Summary


1 - Presentation of the App Store

2 - Case study: RATP apps

3 - The App Store 4Ps

4 - Conclusion

                                                                                ..…….
                 January 2010 • Marketing your iPhone application #appstudy •   3
..…….
January 2010 • Marketing your iPhone application #appstudy •   4
App Store: applications entrypoint

App Store is the unique    marketplace
              to get iPhone and iPod Touch applications




                                                                                         ..…….
                          January 2010 • Marketing your iPhone application #appstudy •   5
App Store: Figures




        34 million                      24 million
        iPhone                          iPod Touch                                58 million
                                                                                  App Store users
     3 billion applications have been downloaded
     Each user spends an average 4,37$                          a month on apps*

     Generating over $250                million in revenue per month

                                  Apple has locked a huge market
*Source: GigaOM.com
                                                                                                                          ..…….
http://gigaom.com/2010/01/12/the-apple-app-store-economy
                                                           January 2010 • Marketing your iPhone application #appstudy •   6
Browsing the App Store (desktop)
                                                                              Search bar

 Apple                                                                        Categories
editorial
content

 Banners                                                               3 Rankings
 “New and
                                                                            Paid apps
noteworthy”



“What’s hot”
                                                                            Free apps



   “Staff
favourites”

                                                                          Grossing apps


                                                                                           ..…….
                    January 2010 • Marketing your iPhone application #appstudy •           7
Browsing the App Store (mobile)




 Apple editorial       Category
                                                             Rankings
    content            browsing


                                                                                  ..…….
                   January 2010 • Marketing your iPhone application #appstudy •   8
The big challenge!




There is no   opportunity for advertising within the App Store
  Getting the right   marketing mix is more important than ever

                                                                                           ..…….
                            January 2010 • Marketing your iPhone application #appstudy •   9
..…….
January 2010 • Marketing your iPhone application #appstudy •   10
Case study: RATP apps
faberNovel designed two applications for RATP users:




             RATP Lite                                        RATP Premium


  • Live on May 13th 2009                           • Live on May 3rd 2009
  • Free                                            • Paid: 1,59€ then 0,79€
  • Ad-funded
  • 350 000 downloads                               • 105 000 downloads
  • 126 000 active users                            • 80 000 active users
                                                                                           ..…….
                            January 2010 • Marketing your iPhone application #appstudy •   11
Case study: sales and downloads evolution

                                                                       Downloads Lite
Downloads
                                                                       Downloads Premium




                                                               Time
            Price cut        V 2.0
                                                                                           ..…….
                        January 2010 • Marketing your iPhone application #appstudy •       12
Case study: pricing evolution on RATP Premium


               The initial pricing was 2,99 € according to the business
               plan, but that never happened

0 day!!!


                We realized that it was too high compared to the market.
                We set a premium price of 1,59 €, capitalizing on the
                RATP brand

2 months



                That wasn’t enough to win significant market share, so we
                shifted to a volume strategy with a 0,79€ price


                                                                                       ..…….
                        January 2010 • Marketing your iPhone application #appstudy •   13
Case study: week-end sales peak

Sales breakdown by weekday




Monday    Tuesday   Wednesday    Thursday           Friday        Saturday          Sunday



             Sales peak during the weekend (+20% on Sunday)
             It might be even bigger for games….

                                                                                             ..…….
                          January 2010 • Marketing your iPhone application #appstudy •       14
Case study: sales vs advertising
       Advertising revenues from the Lite version brings recurrent
       revenues to compensate sales relative stability in Premium



Monthly Profits                                First ad campaign
    SalesAdvertising Lite
          Premium
    Advertising Lite
         Sales Premium
                                                                                                  63%
                                                                                  55%




                                                                                  45%             37%



 May        June            July    August      September       October       November December


                                                                                                        ..…….
                                   January 2010 • Marketing your iPhone application #appstudy •         15
Case study: RATP apps

Those results encouraged us to go further in the analysis




                                            With 8     months of data…
                                            … we ran statistical analysis…
                 0




           … to identify the   the App Store 4Ps
                                                                                              ..…….
                               January 2010 • Marketing your iPhone application #appstudy •   16
PRODUCT                                    PROMOTION




 PRICE                                         PLACE




                                                                         ..…….
          January 2010 • Marketing your iPhone application #appstudy •   17
Product: great upsell opportunity
 We monitored the percentage of RATP Premium owners that downloaded
 RATP Lite first




  80%      of users try Lite before buying          50% of users try Lite before buying
           Premium                                             Premium



A good free version is crucial to push users towards the paid one
…especially if the price is high
                                                                                                ..…….
                                 January 2010 • Marketing your iPhone application #appstudy •   18
Product: 4 reasons for a differentiated
product line


          Upsell opportunity

          Brand visibility

          Better segmentation

          Clearer product definition

                                                                                 ..…….
                  January 2010 • Marketing your iPhone application #appstudy •   19
Price: a price-sensitive market


                                     2

        1,59€                                              0,79€
          A   50% price cut led to 3x          more sales



                   3                                 Sales




                                                                                     ..…….
                      January 2010 • Marketing your iPhone application #appstudy •   20
Promotion: web campaign ROI was not so great


            We booked 500  000 impressions* on a major website…
            …generating 4 sales!!!




            With an average CPM** of 6€ in France
            That’s 750€ of advertising for one client




            … to make a 2€               revenue!


*Impression = display of an advertising banner                                                                  ..…….
**CPM = cost of 1000 impressions
                                                 January 2010 • Marketing your iPhone application #appstudy •   21
Promotion: cross-marketing increases
click-through rate


                                                    Cross-application advertising
                                                    seems a better solution




                                Click-through rate          8
       0,07%*                                                                0,59%*
   Web advertising                                                     Cross-application
                                                                          advertising

* Source: appfigures for RATP Lite                                                                    ..…….
                                       January 2010 • Marketing your iPhone application #appstudy •   22
Place: availability on the device is key

An app has to be lighter than 10Mo to be available in 3G (on the iPhone)
When we launched RATP Premium, it was way too big (27Mo)


                            SALES x3,5




RATP Premium available in 3G, on the iPhone  biggest sales peak ever
                                                                                            ..…….
                             January 2010 • Marketing your iPhone application #appstudy •   23
Place: the App Store ranking algorithm

                                         Macro observations led to 2 likely hypothesis*:



                                                          Ranking is based on sales of the previous
                                                  1       week

                                                          The formula is a 7 days weighted
                                                  2       average




    We ran a program to identify the best combination of weighted coefficients…
                                                                        … and here is what we found

* See http://tii.libsyn.com/index.php?post_id=522655 for precisions                                               ..…….
                                                   January 2010 • Marketing your iPhone application #appstudy •   24
Place: the App Store ranking algorithm




The ranking only takes account the last      4 days of sales
Sales of the current   day are determinant




                                                                                          ..…….
                           January 2010 • Marketing your iPhone application #appstudy •   25
Key learning: advertising campaign timing

            WIN                                                 FAIL
    Focused campaign on                          Advertising on a specific day
 4 consecutive days                              and repeating over the weeks




Self-perpetuating good position
                                                Advertising effort will be diluted
        in the rankings
                                                Ranking will not be maintained



   Higher          Good
   sales          ranking


                                                                                           ..…….
                            January 2010 • Marketing your iPhone application #appstudy •   26
One more thing… in progress
                          We can forecast future sales based on previous sales with a precision of 10%


                          450

                          400

                          350
                                                                                                            Real Sales
                          300
                                                                                                            Our forecast
        Nombre de vente




                          250
Sales




                          200

                          150
                                                                                               This algorithm is based
                                                                                               on an ARMA model :
                          100                                                                  Autoregressive Moving
                                                                                               Average Model
                          50

                           0
                                0   10    20     30         40      50         60        70
                                                  jour étudié
                                                  Time                                                                     ..…….
                                                        January 2010 • Marketing your iPhone application #appstudy •       27
..…….
January 2010 • Marketing your iPhone application #appstudy •   28
What’s your take on this?

• These results are based exclusively on our Apps study

• The algorithm can’t be proved, as the rankings are relative to other applications
   sales

• To extend the reach of this presentation, we will wait your contribution:


           Try the algorithm on your application

           Challenge our case study

           Bring constructive feedback on iPhone Apps marketing


             On twitter:   #appstudy
                                                                                                 ..…….
                                  January 2010 • Marketing your iPhone application #appstudy •   29
Study written by:
                    Marie-Caroline Lanfranchi @mariecaroline
                                     Baptiste Benezet @Ba_B
                                 Romain Perrier @RomPerrier

                                             Acknowledgements:
Yves, Martin, Clément L., Virginie, Patrick, Estelle, Pierre-Yves,
     Cyril, Matthieu, Sabrina, Stéphane, Ouriel and La Cantine

              Contacts
                               Project - Baptiste Benezet
                       baptiste.benezet@fabernovel.com

                              Press - Sabrina Distinguin
                     Sabrina.distinguin@fabernovel.com

                    17, rue du faubourg du Temple 75010 Paris
                                       Tél. : +33 1 42 72 20 04
                                      Fax. : +33 1 42 72 20 03
                                          www.fabernovel.com
                                                                                             ..…….
                              January 2010 • Marketing your iPhone application #appstudy •   30
Our Apps are available
on the iPhone App Store

http://getap.ps/RATPpremium/appstudy
   http://getap.ps/RATPlite/appstudy




                                                                          ..…….
           January 2010 • Marketing your iPhone application #appstudy •   31

Contenu connexe

Tendances

MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN
MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN  MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN
MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN InMobi
 
IoT Breakfast Briefing
IoT Breakfast BriefingIoT Breakfast Briefing
IoT Breakfast BriefingSomo
 
Essentials of a platform business model
Essentials of a platform business modelEssentials of a platform business model
Essentials of a platform business modelValueCoders
 
8 Tips for Scaling Mobile Users in China by Edith Yeung
8 Tips for Scaling Mobile Users in China by Edith Yeung8 Tips for Scaling Mobile Users in China by Edith Yeung
8 Tips for Scaling Mobile Users in China by Edith YeungEdith Yeung
 
Caribou digital winners and losers in the global app economy 2016
Caribou digital winners and losers in the global app economy 2016Caribou digital winners and losers in the global app economy 2016
Caribou digital winners and losers in the global app economy 2016Odin Woo
 
Mlabsa presentation - Terence Eden
Mlabsa presentation - Terence EdenMlabsa presentation - Terence Eden
Mlabsa presentation - Terence EdenInMobi
 
Mobile Applications in East Africa by Moses Kemibaro
Mobile Applications in East Africa by Moses KemibaroMobile Applications in East Africa by Moses Kemibaro
Mobile Applications in East Africa by Moses KemibaroMoses Kemibaro
 
Platforms: How Change in Industry is Driving Change in Strategy
Platforms: How Change in Industry is Driving Change in StrategyPlatforms: How Change in Industry is Driving Change in Strategy
Platforms: How Change in Industry is Driving Change in StrategyMarshall Van Alstyne
 
inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013
inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013
inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013Phuong Phan
 
10 trends for 2014
10 trends for 201410 trends for 2014
10 trends for 2014dentsu
 
Mobile Apps Made Easy Special Report
Mobile Apps Made Easy Special ReportMobile Apps Made Easy Special Report
Mobile Apps Made Easy Special ReportNiche Video Galore
 
Palmity en 20131018 edited v5
Palmity en 20131018 edited v5Palmity en 20131018 edited v5
Palmity en 20131018 edited v5ttran321
 
Mobile marketing in europe
Mobile marketing in europeMobile marketing in europe
Mobile marketing in europeRichard Otto
 
Top mobile trends 2014
Top mobile trends 2014Top mobile trends 2014
Top mobile trends 2014DMI
 
Why "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experienceWhy "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experienceKevin Powell
 
Mobile travel masterclass nyc slides
Mobile travel masterclass nyc slidesMobile travel masterclass nyc slides
Mobile travel masterclass nyc slidesJames Cameron
 
WITI Summit 2013 Mobile Technology Trends & Strategy
WITI Summit 2013 Mobile Technology Trends & StrategyWITI Summit 2013 Mobile Technology Trends & Strategy
WITI Summit 2013 Mobile Technology Trends & StrategyAmanda McConnell
 
Palmity slide english edited v5
Palmity slide english   edited v5Palmity slide english   edited v5
Palmity slide english edited v5ttran321
 
Marketing strategies to increase the ROI on mobile
Marketing strategies to increase the ROI on mobileMarketing strategies to increase the ROI on mobile
Marketing strategies to increase the ROI on mobileAmit Ambastha
 

Tendances (20)

MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN
MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN  MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN
MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN
 
IoT Breakfast Briefing
IoT Breakfast BriefingIoT Breakfast Briefing
IoT Breakfast Briefing
 
Essentials of a platform business model
Essentials of a platform business modelEssentials of a platform business model
Essentials of a platform business model
 
8 Tips for Scaling Mobile Users in China by Edith Yeung
8 Tips for Scaling Mobile Users in China by Edith Yeung8 Tips for Scaling Mobile Users in China by Edith Yeung
8 Tips for Scaling Mobile Users in China by Edith Yeung
 
Caribou digital winners and losers in the global app economy 2016
Caribou digital winners and losers in the global app economy 2016Caribou digital winners and losers in the global app economy 2016
Caribou digital winners and losers in the global app economy 2016
 
Mlabsa presentation - Terence Eden
Mlabsa presentation - Terence EdenMlabsa presentation - Terence Eden
Mlabsa presentation - Terence Eden
 
Mobile Applications in East Africa by Moses Kemibaro
Mobile Applications in East Africa by Moses KemibaroMobile Applications in East Africa by Moses Kemibaro
Mobile Applications in East Africa by Moses Kemibaro
 
Platforms: How Change in Industry is Driving Change in Strategy
Platforms: How Change in Industry is Driving Change in StrategyPlatforms: How Change in Industry is Driving Change in Strategy
Platforms: How Change in Industry is Driving Change in Strategy
 
inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013
inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013
inMobi - Mobile usage in vietnam - MMA forum Vietnam - Oct 2013
 
10 trends for 2014
10 trends for 201410 trends for 2014
10 trends for 2014
 
Mobile Apps Made Easy Special Report
Mobile Apps Made Easy Special ReportMobile Apps Made Easy Special Report
Mobile Apps Made Easy Special Report
 
Palmity en 20131018 edited v5
Palmity en 20131018 edited v5Palmity en 20131018 edited v5
Palmity en 20131018 edited v5
 
Mobile marketing in europe
Mobile marketing in europeMobile marketing in europe
Mobile marketing in europe
 
Top mobile trends 2014
Top mobile trends 2014Top mobile trends 2014
Top mobile trends 2014
 
Why "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experienceWhy "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experience
 
New Media Survey White Paper 2012
New Media Survey White Paper 2012New Media Survey White Paper 2012
New Media Survey White Paper 2012
 
Mobile travel masterclass nyc slides
Mobile travel masterclass nyc slidesMobile travel masterclass nyc slides
Mobile travel masterclass nyc slides
 
WITI Summit 2013 Mobile Technology Trends & Strategy
WITI Summit 2013 Mobile Technology Trends & StrategyWITI Summit 2013 Mobile Technology Trends & Strategy
WITI Summit 2013 Mobile Technology Trends & Strategy
 
Palmity slide english edited v5
Palmity slide english   edited v5Palmity slide english   edited v5
Palmity slide english edited v5
 
Marketing strategies to increase the ROI on mobile
Marketing strategies to increase the ROI on mobileMarketing strategies to increase the ROI on mobile
Marketing strategies to increase the ROI on mobile
 

En vedette

Ángel Ron: depósito nómina Gasol y préstamo nómina
Ángel Ron: depósito nómina Gasol y préstamo nómina Ángel Ron: depósito nómina Gasol y préstamo nómina
Ángel Ron: depósito nómina Gasol y préstamo nómina Banco Popular
 
Инструменты для проведения конкурентного анализа программных продуктов | Вла...
Инструменты для проведения конкурентного анализа программных продуктов |  Вла...Инструменты для проведения конкурентного анализа программных продуктов |  Вла...
Инструменты для проведения конкурентного анализа программных продуктов | Вла...Positive Hack Days
 
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...Positive Hack Days
 
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidad
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidadCIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidad
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidadLuis Carlos Aceves
 

En vedette (7)

Ángel Ron: depósito nómina Gasol y préstamo nómina
Ángel Ron: depósito nómina Gasol y préstamo nómina Ángel Ron: depósito nómina Gasol y préstamo nómina
Ángel Ron: depósito nómina Gasol y préstamo nómina
 
Reporte
ReporteReporte
Reporte
 
tipos de evaluación
tipos de evaluación tipos de evaluación
tipos de evaluación
 
Technology Vision 2016 - Overview
Technology Vision 2016 - OverviewTechnology Vision 2016 - Overview
Technology Vision 2016 - Overview
 
Инструменты для проведения конкурентного анализа программных продуктов | Вла...
Инструменты для проведения конкурентного анализа программных продуктов |  Вла...Инструменты для проведения конкурентного анализа программных продуктов |  Вла...
Инструменты для проведения конкурентного анализа программных продуктов | Вла...
 
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...
 
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidad
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidadCIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidad
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidad
 

Similaire à How to successfully market your iPhone Application

What is app store optimization?
What is app store optimization?What is app store optimization?
What is app store optimization?Mobile Pundits
 
App Affiliate Marketing by Apprupt
App Affiliate Marketing by AppruptApp Affiliate Marketing by Apprupt
App Affiliate Marketing by AppruptMobile 2.0 Europe
 
apprupt Company Presentation
apprupt Company Presentationapprupt Company Presentation
apprupt Company Presentationapprupt GmbH
 
N1 how to guide: use iphone apps for business
N1 how to guide: use iphone apps for businessN1 how to guide: use iphone apps for business
N1 how to guide: use iphone apps for businessAndrew Grant
 
Jascha samadi apprupt
Jascha samadi   appruptJascha samadi   apprupt
Jascha samadi appruptJames Cameron
 
Infuse Creative Local/Mobile Search 7 the iPhone - PubCon
Infuse Creative Local/Mobile Search 7 the iPhone - PubConInfuse Creative Local/Mobile Search 7 the iPhone - PubCon
Infuse Creative Local/Mobile Search 7 the iPhone - PubConinfusecreative
 
How to develop a top 10 newspaper ipad app
How to develop a top 10 newspaper ipad appHow to develop a top 10 newspaper ipad app
How to develop a top 10 newspaper ipad appJavier Lasa
 
Marketing and Monetizing Mobile Apps 2009
Marketing and Monetizing Mobile Apps 2009Marketing and Monetizing Mobile Apps 2009
Marketing and Monetizing Mobile Apps 2009Katie Lips
 
Smartphone Changes World
Smartphone Changes WorldSmartphone Changes World
Smartphone Changes WorldGunhee Lee
 
Moving to Mobile: Simple Strategies for SMEs 2009
Moving to Mobile: Simple Strategies for SMEs 2009Moving to Mobile: Simple Strategies for SMEs 2009
Moving to Mobile: Simple Strategies for SMEs 2009Katie Lips
 
What makes an app marketable v2.0
What makes an app marketable v2.0What makes an app marketable v2.0
What makes an app marketable v2.0Yanzer Lee
 
local_and_mobile_search-gregory_markel.ppt
local_and_mobile_search-gregory_markel.pptlocal_and_mobile_search-gregory_markel.ppt
local_and_mobile_search-gregory_markel.pptzachbrowne
 
Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)
Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)
Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)AppencyPR
 
Mobile app for Business Success
Mobile app for Business SuccessMobile app for Business Success
Mobile app for Business SuccessUtpal Betai
 
Apple iPad Publishing Best Practices | Jim Nasr | Armedia
Apple iPad Publishing Best Practices | Jim Nasr | ArmediaApple iPad Publishing Best Practices | Jim Nasr | Armedia
Apple iPad Publishing Best Practices | Jim Nasr | ArmediaArmedia LLC
 
Codestrong 2012 keynote how to build a top ten app
Codestrong 2012 keynote   how to build a top ten appCodestrong 2012 keynote   how to build a top ten app
Codestrong 2012 keynote how to build a top ten appAxway Appcelerator
 
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012Mobilosoft
 

Similaire à How to successfully market your iPhone Application (20)

What is app store optimization?
What is app store optimization?What is app store optimization?
What is app store optimization?
 
Making An App
Making An AppMaking An App
Making An App
 
App Affiliate Marketing by Apprupt
App Affiliate Marketing by AppruptApp Affiliate Marketing by Apprupt
App Affiliate Marketing by Apprupt
 
apprupt Company Presentation
apprupt Company Presentationapprupt Company Presentation
apprupt Company Presentation
 
N1 how to guide: use iphone apps for business
N1 how to guide: use iphone apps for businessN1 how to guide: use iphone apps for business
N1 how to guide: use iphone apps for business
 
Jascha samadi apprupt
Jascha samadi   appruptJascha samadi   apprupt
Jascha samadi apprupt
 
Infuse Creative Local/Mobile Search 7 the iPhone - PubCon
Infuse Creative Local/Mobile Search 7 the iPhone - PubConInfuse Creative Local/Mobile Search 7 the iPhone - PubCon
Infuse Creative Local/Mobile Search 7 the iPhone - PubCon
 
How to develop a top 10 newspaper ipad app
How to develop a top 10 newspaper ipad appHow to develop a top 10 newspaper ipad app
How to develop a top 10 newspaper ipad app
 
Marketing and Monetizing Mobile Apps 2009
Marketing and Monetizing Mobile Apps 2009Marketing and Monetizing Mobile Apps 2009
Marketing and Monetizing Mobile Apps 2009
 
Monetising Mobile - Apprupt
Monetising Mobile - AppruptMonetising Mobile - Apprupt
Monetising Mobile - Apprupt
 
iPhone as a marketing tool
iPhone as a marketing tooliPhone as a marketing tool
iPhone as a marketing tool
 
Smartphone Changes World
Smartphone Changes WorldSmartphone Changes World
Smartphone Changes World
 
Moving to Mobile: Simple Strategies for SMEs 2009
Moving to Mobile: Simple Strategies for SMEs 2009Moving to Mobile: Simple Strategies for SMEs 2009
Moving to Mobile: Simple Strategies for SMEs 2009
 
What makes an app marketable v2.0
What makes an app marketable v2.0What makes an app marketable v2.0
What makes an app marketable v2.0
 
local_and_mobile_search-gregory_markel.ppt
local_and_mobile_search-gregory_markel.pptlocal_and_mobile_search-gregory_markel.ppt
local_and_mobile_search-gregory_markel.ppt
 
Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)
Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)
Appency Mobile App Marketing (iPhone, Android, Windows, Blackberry)
 
Mobile app for Business Success
Mobile app for Business SuccessMobile app for Business Success
Mobile app for Business Success
 
Apple iPad Publishing Best Practices | Jim Nasr | Armedia
Apple iPad Publishing Best Practices | Jim Nasr | ArmediaApple iPad Publishing Best Practices | Jim Nasr | Armedia
Apple iPad Publishing Best Practices | Jim Nasr | Armedia
 
Codestrong 2012 keynote how to build a top ten app
Codestrong 2012 keynote   how to build a top ten appCodestrong 2012 keynote   how to build a top ten app
Codestrong 2012 keynote how to build a top ten app
 
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012
 

Plus de Fabernovel

GAFAnomics Tesla Volume 2 - Is Tesla the disruptor we need?
GAFAnomics Tesla Volume 2 -  Is Tesla the disruptor we need?GAFAnomics Tesla Volume 2 -  Is Tesla the disruptor we need?
GAFAnomics Tesla Volume 2 - Is Tesla the disruptor we need?Fabernovel
 
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnables
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnablesLancement de ReCOVery - Sortie de crise - Les nouveaux raisonnables
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnablesFabernovel
 
[Extract] Study - Talent KPIs
[Extract] Study - Talent KPIs [Extract] Study - Talent KPIs
[Extract] Study - Talent KPIs Fabernovel
 
Fabernovel analyse les tendances publicitaires du super bowl de 2020
Fabernovel analyse les tendances publicitaires du super bowl de 2020Fabernovel analyse les tendances publicitaires du super bowl de 2020
Fabernovel analyse les tendances publicitaires du super bowl de 2020Fabernovel
 
Amazon is eating the world
Amazon is eating the worldAmazon is eating the world
Amazon is eating the worldFabernovel
 
Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19) Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19) Fabernovel
 
Fabernovel study on SoftBank
Fabernovel study on SoftBankFabernovel study on SoftBank
Fabernovel study on SoftBankFabernovel
 
The new retail: apocalypse or new era?
The new retail: apocalypse or new era?The new retail: apocalypse or new era?
The new retail: apocalypse or new era?Fabernovel
 
L’aventure iOS - tvOS myCANAL
L’aventure iOS - tvOS myCANALL’aventure iOS - tvOS myCANAL
L’aventure iOS - tvOS myCANALFabernovel
 
WeChat Social Ads Playbook
WeChat Social Ads PlaybookWeChat Social Ads Playbook
WeChat Social Ads PlaybookFabernovel
 
[Extract] Study The We Company: is real estate a disruptable industry?
[Extract] Study The We Company: is real estate a disruptable industry?[Extract] Study The We Company: is real estate a disruptable industry?
[Extract] Study The We Company: is real estate a disruptable industry?Fabernovel
 
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...Fabernovel
 
Study Ardian & Fabernovel - The Augmented Infrastructure: Digital for climate?
Study Ardian & Fabernovel - The Augmented Infrastructure:  Digital for climate?Study Ardian & Fabernovel - The Augmented Infrastructure:  Digital for climate?
Study Ardian & Fabernovel - The Augmented Infrastructure: Digital for climate?Fabernovel
 
Services urbains : faut il vraiment penser utilisateur ?
Services urbains : faut il vraiment penser utilisateur ?Services urbains : faut il vraiment penser utilisateur ?
Services urbains : faut il vraiment penser utilisateur ?Fabernovel
 
[Fabernovel study] New economy, new KPI: the customer era
[Fabernovel study] New economy, new KPI:  the customer era[Fabernovel study] New economy, new KPI:  the customer era
[Fabernovel study] New economy, new KPI: the customer eraFabernovel
 
Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Fabernovel
 
The Future of Corporate Learning: from Training to Learning Experience
The Future of Corporate Learning: from Training to Learning ExperienceThe Future of Corporate Learning: from Training to Learning Experience
The Future of Corporate Learning: from Training to Learning ExperienceFabernovel
 
Gafanomics - The Quarterly - Episode 1 (Q1FY19)
Gafanomics - The Quarterly - Episode 1 (Q1FY19)Gafanomics - The Quarterly - Episode 1 (Q1FY19)
Gafanomics - The Quarterly - Episode 1 (Q1FY19)Fabernovel
 
Vers une nouvelle ère de vos expériences
Vers une nouvelle ère de vos expériencesVers une nouvelle ère de vos expériences
Vers une nouvelle ère de vos expériencesFabernovel
 
Slack, the future workplace
Slack, the future workplaceSlack, the future workplace
Slack, the future workplaceFabernovel
 

Plus de Fabernovel (20)

GAFAnomics Tesla Volume 2 - Is Tesla the disruptor we need?
GAFAnomics Tesla Volume 2 -  Is Tesla the disruptor we need?GAFAnomics Tesla Volume 2 -  Is Tesla the disruptor we need?
GAFAnomics Tesla Volume 2 - Is Tesla the disruptor we need?
 
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnables
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnablesLancement de ReCOVery - Sortie de crise - Les nouveaux raisonnables
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnables
 
[Extract] Study - Talent KPIs
[Extract] Study - Talent KPIs [Extract] Study - Talent KPIs
[Extract] Study - Talent KPIs
 
Fabernovel analyse les tendances publicitaires du super bowl de 2020
Fabernovel analyse les tendances publicitaires du super bowl de 2020Fabernovel analyse les tendances publicitaires du super bowl de 2020
Fabernovel analyse les tendances publicitaires du super bowl de 2020
 
Amazon is eating the world
Amazon is eating the worldAmazon is eating the world
Amazon is eating the world
 
Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19) Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19)
 
Fabernovel study on SoftBank
Fabernovel study on SoftBankFabernovel study on SoftBank
Fabernovel study on SoftBank
 
The new retail: apocalypse or new era?
The new retail: apocalypse or new era?The new retail: apocalypse or new era?
The new retail: apocalypse or new era?
 
L’aventure iOS - tvOS myCANAL
L’aventure iOS - tvOS myCANALL’aventure iOS - tvOS myCANAL
L’aventure iOS - tvOS myCANAL
 
WeChat Social Ads Playbook
WeChat Social Ads PlaybookWeChat Social Ads Playbook
WeChat Social Ads Playbook
 
[Extract] Study The We Company: is real estate a disruptable industry?
[Extract] Study The We Company: is real estate a disruptable industry?[Extract] Study The We Company: is real estate a disruptable industry?
[Extract] Study The We Company: is real estate a disruptable industry?
 
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...
 
Study Ardian & Fabernovel - The Augmented Infrastructure: Digital for climate?
Study Ardian & Fabernovel - The Augmented Infrastructure:  Digital for climate?Study Ardian & Fabernovel - The Augmented Infrastructure:  Digital for climate?
Study Ardian & Fabernovel - The Augmented Infrastructure: Digital for climate?
 
Services urbains : faut il vraiment penser utilisateur ?
Services urbains : faut il vraiment penser utilisateur ?Services urbains : faut il vraiment penser utilisateur ?
Services urbains : faut il vraiment penser utilisateur ?
 
[Fabernovel study] New economy, new KPI: the customer era
[Fabernovel study] New economy, new KPI:  the customer era[Fabernovel study] New economy, new KPI:  the customer era
[Fabernovel study] New economy, new KPI: the customer era
 
Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Gafanomics - The Quarterly - Episode 2 (Q2FY19)
Gafanomics - The Quarterly - Episode 2 (Q2FY19)
 
The Future of Corporate Learning: from Training to Learning Experience
The Future of Corporate Learning: from Training to Learning ExperienceThe Future of Corporate Learning: from Training to Learning Experience
The Future of Corporate Learning: from Training to Learning Experience
 
Gafanomics - The Quarterly - Episode 1 (Q1FY19)
Gafanomics - The Quarterly - Episode 1 (Q1FY19)Gafanomics - The Quarterly - Episode 1 (Q1FY19)
Gafanomics - The Quarterly - Episode 1 (Q1FY19)
 
Vers une nouvelle ère de vos expériences
Vers une nouvelle ère de vos expériencesVers une nouvelle ère de vos expériences
Vers une nouvelle ère de vos expériences
 
Slack, the future workplace
Slack, the future workplaceSlack, the future workplace
Slack, the future workplace
 

Dernier

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 

Dernier (20)

Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 

How to successfully market your iPhone Application

  • 1. How to successfully market your iPhone Application? #appstudy Paris, January 2010
  • 2. Introduction This study originated from observations made on the lifecycle of “RATP Lite” and “RATP Premium”, two applications we designed to provide Parisians with public transportation official information We decided to go further in the analysis by running mathematical programs Today we make a step further by sharing the results with you through this creative commons presentation We hope your challenge and contributions to the study will favor the emergence of best practices for iPhone apps marketing ..……. January 2010 • Marketing your iPhone application #appstudy • 2
  • 3. Summary 1 - Presentation of the App Store 2 - Case study: RATP apps 3 - The App Store 4Ps 4 - Conclusion ..……. January 2010 • Marketing your iPhone application #appstudy • 3
  • 4. ..……. January 2010 • Marketing your iPhone application #appstudy • 4
  • 5. App Store: applications entrypoint App Store is the unique marketplace to get iPhone and iPod Touch applications ..……. January 2010 • Marketing your iPhone application #appstudy • 5
  • 6. App Store: Figures 34 million 24 million iPhone iPod Touch 58 million App Store users 3 billion applications have been downloaded Each user spends an average 4,37$ a month on apps* Generating over $250 million in revenue per month Apple has locked a huge market *Source: GigaOM.com ..……. http://gigaom.com/2010/01/12/the-apple-app-store-economy January 2010 • Marketing your iPhone application #appstudy • 6
  • 7. Browsing the App Store (desktop) Search bar Apple Categories editorial content Banners 3 Rankings “New and Paid apps noteworthy” “What’s hot” Free apps “Staff favourites” Grossing apps ..……. January 2010 • Marketing your iPhone application #appstudy • 7
  • 8. Browsing the App Store (mobile) Apple editorial Category Rankings content browsing ..……. January 2010 • Marketing your iPhone application #appstudy • 8
  • 9. The big challenge! There is no opportunity for advertising within the App Store Getting the right marketing mix is more important than ever ..……. January 2010 • Marketing your iPhone application #appstudy • 9
  • 10. ..……. January 2010 • Marketing your iPhone application #appstudy • 10
  • 11. Case study: RATP apps faberNovel designed two applications for RATP users: RATP Lite RATP Premium • Live on May 13th 2009 • Live on May 3rd 2009 • Free • Paid: 1,59€ then 0,79€ • Ad-funded • 350 000 downloads • 105 000 downloads • 126 000 active users • 80 000 active users ..……. January 2010 • Marketing your iPhone application #appstudy • 11
  • 12. Case study: sales and downloads evolution Downloads Lite Downloads Downloads Premium Time Price cut V 2.0 ..……. January 2010 • Marketing your iPhone application #appstudy • 12
  • 13. Case study: pricing evolution on RATP Premium The initial pricing was 2,99 € according to the business plan, but that never happened 0 day!!! We realized that it was too high compared to the market. We set a premium price of 1,59 €, capitalizing on the RATP brand 2 months That wasn’t enough to win significant market share, so we shifted to a volume strategy with a 0,79€ price ..……. January 2010 • Marketing your iPhone application #appstudy • 13
  • 14. Case study: week-end sales peak Sales breakdown by weekday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Sales peak during the weekend (+20% on Sunday) It might be even bigger for games…. ..……. January 2010 • Marketing your iPhone application #appstudy • 14
  • 15. Case study: sales vs advertising Advertising revenues from the Lite version brings recurrent revenues to compensate sales relative stability in Premium Monthly Profits First ad campaign SalesAdvertising Lite Premium Advertising Lite Sales Premium 63% 55% 45% 37% May June July August September October November December ..……. January 2010 • Marketing your iPhone application #appstudy • 15
  • 16. Case study: RATP apps Those results encouraged us to go further in the analysis With 8 months of data… … we ran statistical analysis… 0 … to identify the the App Store 4Ps ..……. January 2010 • Marketing your iPhone application #appstudy • 16
  • 17. PRODUCT PROMOTION PRICE PLACE ..……. January 2010 • Marketing your iPhone application #appstudy • 17
  • 18. Product: great upsell opportunity We monitored the percentage of RATP Premium owners that downloaded RATP Lite first 80% of users try Lite before buying 50% of users try Lite before buying Premium Premium A good free version is crucial to push users towards the paid one …especially if the price is high ..……. January 2010 • Marketing your iPhone application #appstudy • 18
  • 19. Product: 4 reasons for a differentiated product line Upsell opportunity Brand visibility Better segmentation Clearer product definition ..……. January 2010 • Marketing your iPhone application #appstudy • 19
  • 20. Price: a price-sensitive market 2 1,59€ 0,79€ A 50% price cut led to 3x more sales 3 Sales ..……. January 2010 • Marketing your iPhone application #appstudy • 20
  • 21. Promotion: web campaign ROI was not so great We booked 500 000 impressions* on a major website… …generating 4 sales!!! With an average CPM** of 6€ in France That’s 750€ of advertising for one client … to make a 2€ revenue! *Impression = display of an advertising banner ..……. **CPM = cost of 1000 impressions January 2010 • Marketing your iPhone application #appstudy • 21
  • 22. Promotion: cross-marketing increases click-through rate Cross-application advertising seems a better solution Click-through rate 8 0,07%* 0,59%* Web advertising Cross-application advertising * Source: appfigures for RATP Lite ..……. January 2010 • Marketing your iPhone application #appstudy • 22
  • 23. Place: availability on the device is key An app has to be lighter than 10Mo to be available in 3G (on the iPhone) When we launched RATP Premium, it was way too big (27Mo) SALES x3,5 RATP Premium available in 3G, on the iPhone  biggest sales peak ever ..……. January 2010 • Marketing your iPhone application #appstudy • 23
  • 24. Place: the App Store ranking algorithm Macro observations led to 2 likely hypothesis*: Ranking is based on sales of the previous 1 week The formula is a 7 days weighted 2 average We ran a program to identify the best combination of weighted coefficients… … and here is what we found * See http://tii.libsyn.com/index.php?post_id=522655 for precisions ..……. January 2010 • Marketing your iPhone application #appstudy • 24
  • 25. Place: the App Store ranking algorithm The ranking only takes account the last 4 days of sales Sales of the current day are determinant ..……. January 2010 • Marketing your iPhone application #appstudy • 25
  • 26. Key learning: advertising campaign timing WIN FAIL Focused campaign on Advertising on a specific day 4 consecutive days and repeating over the weeks Self-perpetuating good position Advertising effort will be diluted in the rankings Ranking will not be maintained Higher Good sales ranking ..……. January 2010 • Marketing your iPhone application #appstudy • 26
  • 27. One more thing… in progress We can forecast future sales based on previous sales with a precision of 10% 450 400 350 Real Sales 300 Our forecast Nombre de vente 250 Sales 200 150 This algorithm is based on an ARMA model : 100 Autoregressive Moving Average Model 50 0 0 10 20 30 40 50 60 70 jour étudié Time ..……. January 2010 • Marketing your iPhone application #appstudy • 27
  • 28. ..……. January 2010 • Marketing your iPhone application #appstudy • 28
  • 29. What’s your take on this? • These results are based exclusively on our Apps study • The algorithm can’t be proved, as the rankings are relative to other applications sales • To extend the reach of this presentation, we will wait your contribution: Try the algorithm on your application Challenge our case study Bring constructive feedback on iPhone Apps marketing On twitter: #appstudy ..……. January 2010 • Marketing your iPhone application #appstudy • 29
  • 30. Study written by: Marie-Caroline Lanfranchi @mariecaroline Baptiste Benezet @Ba_B Romain Perrier @RomPerrier Acknowledgements: Yves, Martin, Clément L., Virginie, Patrick, Estelle, Pierre-Yves, Cyril, Matthieu, Sabrina, Stéphane, Ouriel and La Cantine Contacts Project - Baptiste Benezet baptiste.benezet@fabernovel.com Press - Sabrina Distinguin Sabrina.distinguin@fabernovel.com 17, rue du faubourg du Temple 75010 Paris Tél. : +33 1 42 72 20 04 Fax. : +33 1 42 72 20 03 www.fabernovel.com ..……. January 2010 • Marketing your iPhone application #appstudy • 30
  • 31. Our Apps are available on the iPhone App Store http://getap.ps/RATPpremium/appstudy http://getap.ps/RATPlite/appstudy ..……. January 2010 • Marketing your iPhone application #appstudy • 31