This document discusses various topics related to app usage, development, marketing and monetization. It provides statistics on time spent using apps from sources like Flurry and Gigaom. It also discusses differences between smartphones and tablets, and considerations for app design and development like usability, strategy and business models. Specific examples are provided, such as the Die Macht app and potential app marketing packages. Overall the document offers an overview of important app industry trends and best practices.

1. APP
ECONOMY

2. APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET
SOURCE: FLURRY

3. APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET
SOURCE: FLURRY

4. APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET
SOURCE: FLURRY

5. APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET
SOURCE: FLURRY

6. APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET
SOURCE: FLURRY

7. WE ARE ADDICTS.
MOBILE HAS BECOME ADDICTIVE
SOURCE: FLURRY

8. ESPECIALLY WOMEN.
MOBILE HAS BECOME ADDICTIVE
SOURCE: FLURRY

9. APP USAGE.
BROWSER VS APP USAGE
SOURCE: FLURRY

10. APP USAGE.
TIME SPENT ON IOS AND ANDROID DEVICES
SOURCE: FLURRY

11. APP USAGE.
TIME SPENT WITH INTERNET BY DEVICE FEB 2013-JAN 2014
SOURCE: GIGAOM

12. APP USAGE.
GLOBAL DOWNLOAD GROWTH
SOURCE: GIGAOM

13. APP USAGE.
TIME IN APPS 2013-2014
SOURCE: GIGAOM

14. APP USAGE.
APP CATEGORY ENGAGEMENT 2014
SOURCE: GIGAOM

15. PAY OUT.

16. AMAZING SCALE.
THE SCALE OF THE EUROPEAN APP ECONOMY
SOURCE: EUROPEAN COMMISSION

17. AMAZING SCALE.
EU APPS SPENDING
SOURCE: EUROPEAN COMMISSION

18. APPS CLOSING IN.
APPS & TV
SOURCE: FLURRY

19. PRODUCT
APP

20. APP‘S UNIQUE VALUE.
• Problem Solver
• Usability
• Design
• Monetization
• Offline Functionalities

21. TABLET VS
SMARTPHONE

22. TABLET - SMARTPHONE.
Differences between tablets and smartphones?
• Use Cases
• Usability
• Content
• Other?

23. RESPONSIVE DESIGN.

24. DON’T SIMPLIFY.
• Responsive design is not everything
• From print mag / desktop to tablet: MAYBE
• From print mag / desktop to smartphone: NO

25. TABLET - SMARTPHONE.
SMARTPHONES V.S TABLETS
SOURCE: FORRESTER RESEARCH

26. TABLET - SMARTPHONE.
SMARTPHONES V.S TABLETS
SOURCE: FORRESTER RESEARCH

27. TABLET - SMARTPHONE.
Tablets are portable, while smartphones are
pocketable.
Tablets are mostly used in the living room, while
smartphones are used within the home and also on the
go. Mobile phones are also the most personal devices
we use, while tablets are often shared with spouses,
partners, or children.

28. TABLET - SMARTPHONE.
AD PERFORMANCE: CTR AND CONVERSION RATES
SOURCE: INMOBI

29. WHERE’S
THE MONEY?

30. WILL THEY PAY?
ZAHLUNGSBEREITSCHAFT FÜR JOURNALISTISCHE INHALTE
SOURCE: BITKOM

31. WILL THEY PAY?
STRATEGIEEMPFEHLUNG FÜR DIE NEWS APPS EINER MEDIENMARKE
SOURCE: HAW HAMBURG

32. APP EXAMPLE
DIE MACHT

33. DIE MACHT APP.
• Smartphone App
• iOS
• Google Play

34. DIE MACHT APP.
Vote
Comment
Image/Video Upload
Applause / „Booh“

35. DIE MACHT BACKEND.
Question of the day
Moderation
Trend Indicator

36. DIE MACHT BACKEND.
Question of the day

37. DIE MACHT BACKEND.
History

38. DIE MACHT HISTORY.
Scribble Prototype App

39. DIE MACHT HISTORY.
1 year Start of show
Scribble Prototype App
(14 May, 2012)

40. DIE MACHT LEARNINGS.
• The App as a small piece of the puzzle
• Backend / Editor‘s cockpit
• Integration in TV: Technical and format challenges
• API towards web frontend „Soviet TV“
• The app as a problem solver
• Lean functionalities with high usability
• Instant feedback in the app and in the TV show
• Call to Action: „Vote!“ in „Question of the day“

41. DIE RUNDSHOW LIVE.

42. AKTUELLE STUNDE.

43. 7 CRITERIA OF
APP DEVELOPMENT

44. 7 CRITERIA.
1. Benefit: The app as a problem solver
2. Immediacy: Instant Gratification
3.Usability: Great Design Experience
4. Strategy: Goal, Target Group, Purpose
5. Product: Uniqueness
6. Business Model: Monetization
7.Marketing & Sales: Monitoring

45. COST OF
APP DEVELOPMENT

46. THE COST.
AVERAGE COST OF APP DEVELOPMENT
SOURCE: IBUSINESS

47. APP
MARKETING

48. APP MARKETING
THE SECRET LIES IN A
COMBINATION OF
DIFFERENT MARKETING
AND COMMUNICATION
ACTIVITIES - AND - AN
AMAZING PRODUCT.

49. THE CHALLENGE.
Time a user needs to decide
for or against the download.

50. THE CHALLENGE.
10 sec

51. THE CHALLENGE.
Time a user needs to decide whether
the app stays on his device?

52. THE CHALLENGE.
30 sec

53. THE CHALLENGE.
Time for customer acquisiton: 10 sec
Time for customer retention: 30 sec

54. MARKETING ACTIONS
A. App Check
B. App Store Optimization
C. App Push
D. App Campaign
E. Facebook Marketing
F. App MarCom
G. Alternative Marketing (Ambient, Guerilla, ...)

55. A.
APP CHECK

56. APPCHECK.

57. APP CHECK.
• Panel-based test and review of the app
✦ Basis: 5,000+ crowd-sourced panel members
✦ Definition of relevant use cases
✦ Use case based tests of the app‘s functionality and user flow
• Result of analysis
✦ Deficit analysis of the user interface
✦ Aggregated list of deficits and improvement proposals
✦ User videos accessible via secure online-platform

58. APP CHECK.
App Check
Report

59. B.
APP STORE
OPTIMIZATION

60. APP DISCOVERY.

61. KEYWORDS IN TITLE.

62. APP STORE OPTIMIZATION.
• App Store Optimization
✦ Analysis of the app‘s presentation in the App Store
✦ Recommendations regarding:
✦ Title
✦ Tags
✦ Description
✦ Screenshots
✦ Create amazing screenshots and/or banners for App Store and Web
✦ Translate all texts into the respective App Store languages

63. APP STORE OPTIMIZATION.
Creative
Screen
Shots

64. HELPFUL VISUALS.

65. C.
APP PUSH

66. APP PUSH.
iPhone
App
Medium
Budget
(€10k)

67. APP PROMO
• #3 German App Store Category
„Lifestyle“
• 4,5 Star Ratings in App Store after
App Check

68. • #2 German App Store Category
„Education“
• iPhone & iPad
APP PROMO

69. • #2 German App Store Category
„Navigation“
• iPhone & iPad
APP PROMO

70. D.
APP CAMPAIGN

71. Preparation
Campaigning
Start
• App Campaign
Start of
Campaign
ca. 1-3 weeks ca. 2-3 weeks
✦ A performance oriented marketing campaign
✦ Goals of the campaign are:
✦ Increase visibility of the app for the target group
✦ Support and prolong the initial App Push
• Performance Networks (e.g.) iAd, Millennial, Leadbolt, Adfonic, Admob, Trademob...
✦ Average KPIs
✦ CPC: €0.2 - €0.5
✦ CTR: 0.4 - 0.8%
• iAd Conversion (Installs/Clicks): 7-10%
• iAd CPI: $3,50 - $4
App Push & Campaign
App Blogger / Reviewer Pitch
App Marcom
Create Reviewer/Blogger list
create Social Media Kit
create Advertising Material

72. INCENTIVIZED DL
Incentivized App
Downloads via App
Install Campaigns
Paid per Install

73. RE TARGETING
Retargeting maximizes
Life Time Value

74. APP CAMPAIGN.
Android App
Small Budget
($10/day)

75. TOP APPS DTAG

76. PLAY „SHELF“ DTAG

77. WINDOWS „SHELF“ DTAG

78. SMS NEWSLETTER DTAG

79. E.
FACEBOOK
MARKETING

80. APP INSTALL ADS
Call-to-Action
Buttons:
• Jetzt buchen!
• Jetzt spielen!
• Jetzt hören!
• Jetzt
einkaufen!

81. APP INSTALL ADS
• Facebook App Install Ads
• Media Kampagne auf Facebook
• Vorteile:
• Kein SDK-Einbau notwendig
• Zusätzlicher Distributionskanal mit > 1 Mrd. Nutzern
• Nutzung von Sharing Funktionalitäten in Facebook Timeline

82. AUDIENCE NETWORK
Werbeformate:
• Banner
• Interstitial
• Native-Ad API

83. AUDIENCE NETWORK
• OPTIONAL: Facebook Audience Network
• Einbau des Audience Network SDK und anschliessende Media Kampagne
auf Facebook
• Vorteile:
• Audience Targeting nach 50 Kriterien
• Zusätzlicher Distributionskanal mit > 1 Mrd. Nutzern
• Nutzung von Sharing Funktionalitäten in Facebook Timeline

84. FACEBOOK METRICS
Facebook
Mobile
App Install
Ads CPI

85. FACEBOOK RESULTS
CPC Results > $2.89 CPI
CPM Results > $2.17 CPI
http://katiesmillie.com/2013/01/08/interesting-results-from-facebooks-new-mobile-ad-features/

86. F.
APP MARCOM

87. Start of
Campaign
ca. 1-3 weeks ca. 2-3 weeks
Preparation
Campaigning
Start
Create Reviewer/Blogger list
create Social Media Kit
create Advertising Material
• Blogger / Reviewer Pitch
App Push & Campaign
App Blogger / Reviewer Pitch
App Marcom
✦ After the positioning within the App Store the crucial criteria for app
downloads is recommendation through blogger and reviewer websites.
✦ Parallel to PR action you should research which opinion leaders,
bloggers and websites are fit to review and advertise the app.
✦ The blogger/reviewer pitch consists of research, choice and addressing
these multiplicators as well as create an information pack about the app
related to the target group (Social Media Kit).
✦ One element of the blogger/reviewer pitch is to monitor clicks and
downloads resulting from blog posts and reviews based on use of
special widgets (with or without integrated SDK for monitoring).

88. ANDROID PIT.

89. APP PR EXAMPLE.
Combined
Download Button / QR-Code
with tracking
Combined
Download Button / QR-Code
with tracking

90. G.
ALTERNATIVE
MARKETING

91. GUERILLA MARKETING.
Travel discovery
app Tripl hands out
fake parking tickets
at Y Combinator
Demo Day which
invites recipients to
take a trip with Tripl
to „avoid penalty“

92. PACKAGES
APP PROMOTION

93. PROMOTION PACKAGES.
Budget A.
App Check
B.
Performance
Networks
C.
App Push
D.
MarCom
5.000 EUR ✓ ✓ (-) -
10.000 EUR ✓ ✓ ✓ (✓)
Blogger/Reviewer Pitch
OR App PR
15.000 EUR ✓ ✓ ✓ (✓)
Limited project
management
20.000 EUR ✓ ✓ ✓ ✓

94. THAT‘S
IT?

95. NO.
YOUR APP ITSELF
MATTERS MOST.
YOU CAN‘T SUCCEED
IN SELLING CRAP.

96. BUILD APPS THAT:
SATISFY YOURSELVES
WILL BE USED ON A DAILY BASIS
DELIVER INSTANT GRATIFICATION
SOLVE REAL WORLD PROBLEMS

97. THANK YOU!
MICHAEL@APPADVISORS.COM
@MICHAELREUTER