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Paid Apps Economy / Nir Pochter
- 2. Today’s Talk • About Lightricks • Paid models: Pros & Cons • How to succeed with a paid model
- 3. Lightricks - History • Bootstrapped in 2013 • Jerusalem-based • Five founders • Raised $10M in August 2015
- 4. Facetune • Launched in March 2013 for iPhone • iPad - September 2013 • Android - July 2014 • Over 8 million units sold • #1 top Paid App in 128 countries (App Store) • Google Best of 2014
- 5. Enlight • Launched in March 2015 • Apple’s Editors’ Choice • Apple’s Best of 2015 Worldwide • Universal (both iPhone & iPad) • Over 2 million units sold
- 6. Paid Model Doesn’t Work Well on Android • Lots of lower-end devices • Lower rates of users who entered their credit cards • Higher piracy rate - much easier to download pirated versions • Users are used to free software
- 7. Paid Model - Pros • Small market - easy to get to the top • Money from Day 1 • Easy to optimize • Relatively easy to measure
- 8. Paid Model - Cons • Competitors are likely to release a free version • Limit on how much you can earn • Harder to achieve brand recognition • Ongoing cost can be problematic (support, backend, etc.) • Amount of money you can extract per user is (usually) limited
- 9. What Does Work With The Paid Model? • Great products • Ads - mostly Facebook • PR • Influencers • Social Media
- 10. What Doesn’t Work With The Paid Model? • ASO • Most ad networks • Limited effect of word of mouth • Android
- 11. Exploration Vs. Exploitation • There will always be a trade-off between trying new things vs. doing what has worked before • Leave some budget for exploration! • Document what you’ve tried • Try things you don’t expect to work
- 12. Bursts • Maximizing profits by getting to the top of the charts, which will bring organic installs • Measurement of success is not by CPI but by blended CPI, which takes into account the organic installs as well as the paid installs • Easier on paid apps since less installs are needed to get to the top, and no need to extract value from users later. • Can start with a very low budget - we started with a $500 marketing budget
- 13. More Insights • Videos vs Photos (and other formats) • Facebook & Instagram work best for paid apps • Overall volume in paid category is declining • Seasonality has a strong effect • New devices are a strong signal for potential paying users
- 14. Advertising Tips • Easy to measure and distinguish between channels - CPI (no need to calculate LTV) • Test as much as possible • Explore every possibility and exploit what works • Basic statistics knowledge can help
- 15. The Future • Recurring revenues - subscription model
Notes de l'éditeur
- Facetune is a fun and powerful portrait editor. Celebrities (have you heard of the Kardashians?) have openly admitted to using Facetune to perfect their selfies.
- Enlight is an artistic, more creative photo editor - almost anything you can do with Photoshop on desktop you can do with Enlight on your phone. You can combine photos, create double exposures - basically create iPhone art. Used both by professional artists and designers and average people who just want their Instagram to look cool.
- From the next slide and on everything I talk about is iOS