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Similaire à apprupt at MoMo Austria (20)
apprupt at MoMo Austria
- 1. App Marketing
Product, Channels and Metrics
Hagenberg, March 5th, 2010
Mobile Monday Austria
Kjell Fischer (@KjellFischer)
apprupt (@apprupt)
- 4. App Marketing? It‘s easy, right?
Your app? Your User?
App Marketing
?
Brigitte iPhone App. iTunes-Link: http://bit.ly/b7eQlO
© 2010 apprupt GmbH • www.apprupt.com 4
- 5. Sure, just get featured.
Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/
© 2010 apprupt GmbH • www.apprupt.com 5
- 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)
© 2010 apprupt GmbH • www.apprupt.com 6
- 7. App Marketing Is Not (Only) Getting Featured
© 2010 apprupt GmbH • www.apprupt.com 7
- 8. App Marketing = Get As Many
Downloads As Possible
© 2010 apprupt GmbH • www.apprupt.com 8
- 10. Spend less than you earn OR earn more than you spend.
© 2010 apprupt GmbH • www.apprupt.com 10
- 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
© 2010 apprupt GmbH • www.apprupt.com 11
- 12. Does your customer lifetime value look like this?
EUR 0,79 app EUR 0,61 / download
© 2010 apprupt GmbH • www.apprupt.com 12
- 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
© 2010 apprupt GmbH • www.apprupt.com 15
- 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
© 2010 apprupt GmbH • www.apprupt.com 16
- 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
© 2010 apprupt GmbH • www.apprupt.com 17
- 18. App Refferals / Recommendations
© 2010 apprupt GmbH • www.apprupt.com 18
- 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
© 2010 apprupt GmbH • www.apprupt.com 19
- 20. Getting more downloads out of a download.
Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc
© 2010 apprupt GmbH • www.apprupt.com 20
- 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
© 2010 apprupt GmbH • www.apprupt.com 21
- 22. Developers pay EUR 0,35 or 30% of of net revenues per download.
© 2010 apprupt GmbH • www.apprupt.com 22
- 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
© 2010 apprupt GmbH • www.apprupt.com 24
- 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
© 2010 apprupt GmbH • www.apprupt.com 25
- 26. In summary…
Get the basics right
Know your customer
Know your metrics
Use the tools
Become an expert
© 2010 apprupt GmbH • www.apprupt.com 26
- 27. Or, just get featured.
Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app
© 2010 apprupt GmbH • www.apprupt.com 27
- 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
© 2010 apprupt GmbH • www.apprupt.com 28
- 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:
© 2010 apprupt GmbH • www.apprupt.com 29