AppStore  MarkeQng

Convergent Media Group: QUICK FACTS

• American  owned  and  managed,  est.  2001• OperaQons  in  USA,  Russia,  Ukraine,  CroaQa  and  UAE• 100-­‐Member  in-­‐house  team:  

– CreaQve  staff– Project  managers– ProducQon  managers– Programmers/  Developers/  Mobile  Developers/Flashers/  Animators– Copywriters/  Editors/  Category  Managers– All  back-­‐end  technical  staff

• Over  50  long-­‐term  part  Qme  team  members:  copywriters,  animators,  bloggers,  moderators,  mobile  porQng  programmers,  etc.

• 100+  P&G-­‐approved  translators  and  local  language  editors  for  45  languages• Delivered  projects  in  over  50  EMEA,  NA,  SA  and  Asian  markets• 300%  operaQons  expansion  since  2008• Over  50  internaQonal,  regional  and  local  clients  on  4  conQnents

Selected Multinational Clients

Direct Work with Agencies

• CMG  has  wide  experience  working  together  with  other  agencies  either  directly  or  within  loop  team  process

CMG Production Organization CMG’s  24-­‐hour/  day  producQon  coverage,  made  possible  through  our  unique  

mulQ-­‐Qme  zone  team,  significantly  extends  CMG's  daily  producQon  capacity

Pula(production hub) Nizhniy Novgorod Vladivostok

CMG’s  round-­‐the-­‐clock  producQon  capability  is  made  possible  through  our  unique  mulQ-­‐Qme  zone  team  and  significantly  extends  CMG's  speed  to  market  

MoscowGMT  +3

Nizhniy  NovgorodGMT  +3

VladivostokGMT  +10

DubaiGMT+3

ProducQon  flow

PulaGMT  +1

NikolayevGMT+3

             Main  office

                 Office

                 ProducQon  Centre

Crowded App Marketplace

Apple’s  App  Store  has  225,000  apps  (source)

Android  Market  has  70,000  apps  (source)

But  unofficial  esQmates  suggest  105,000  (source)

BlackBerry  App  World  has  7,200  apps  (source)

Ovi  Store  has  13,000+  ‘content  items’  (source)

Includes  ringtones,  wallpapers  and  songs  as  well  as  apps

iPad  App  Store  has  11,000  apps  (source)

Unofficial  esQmates  suggest  20,000+  (source)

Good news: they are buying!

iPhone  passed  5bn  downloads  in  June  2010  (source)

Last  billion  took  two  months  =  16.7m  a  day

Android  passed  1bn  downloads  in  July  2010?  (source)

Ovi  Store  is  doing  1.7m  daily  downloads  (source)

BlackBerry  App  World  1m  daily  downloads  (source)

From  20m  registered  users  according  to  RIM

iPad  did  35m  app  downloads  in  first  65  days  (source)

Indie  store  GetJar  does  3m  daily  downloads  (source)

AppStores: Proportion Of Paid Applications Per Price

AppStores: Free VS Paid apps

AppStores: Average prices

App usage by platform

How much time users spend using apps on an average day

Demografic data of app users: gender

Android device users are mostly male; other platforms have similar gender distributions

Demografic data of app users: age

iPhone, Android and webOS users are evenly split across age groups; iPod touch skews younger

Worldwide mobile OS share

Worldwide mobile OS share by region

90% of worldwide smartphone requests were generated by iOS, Android and Symbian

iOS Devices by the country

Less than half of iOS Devices are in North America

Android Devices by the country

China was the second largest Android market with 13% of users

67% of Android users are in North America

AppStore  op9miza9on:  Content

• App  search  engines  have  primiQve  ranking  algorithms

• Irrelevant  in  web  search,  not  in  App  Search

• Keywords  imited  to  255  characters  in  Apple’s  App  Store

• More  than  20%  density  likely  not  human-­‐readable

• Make  you  Zomby-­‐Ninja-­‐Free  App!!

Use  Keyword  Field  and  Increase  Keyword  Density

AppStore  op9miza9on:  ContentUse  Keywords  in  App  Name  and  Developer  Name

Use  App  Store  Suggest  to  find  app  search  keywords:

• Popular  apps  of  the  moment  e.g.  the  top  100  charts

• All  Qme  popular  apps  -­‐  the  all  Qme  most  popular  and  big  iphone  app  brands  

• Major  PC-­‐based  online  brands  such  as  myspace,  facebook,  youtube  and  so  on

• Generic  keywords  like  "fun"  or  "sex“

• iPhone  specific  keywords  such  as  "lite"

AppStore  op9miza9on:  Marke9ngEncourage  Users  to  Write  Reviews

• Use  Appirater  App  script  to  encourage  loyal  users  to  review  app

• Trade  apps  for  reviews  at  sites  like  Fuel  My  App

AppStore  op9miza9on:  Marke9ng

• Top  Grossing  Apps  in  App  Store  and  Top  50  paid  and  free  apps  provide  models  for  your  future  success

AppStore  op9miza9on:  Marke9ng

• Facebook  and  TwiRer  are  two  of  the  most  popular  keywords  in  the  app  store

• Facebook’s  mobile  site  had  2.3  M  unique  visitors  in  Oct  2009  (Ad  Planner)

• IntegraQng  connect  makes  app  interacQve  while  giving  app  developers  legiQmate  claim  to  popular  keyword

Integrate  Facebook  or  TwiRer  Connect

AppStore  op9miza9on:  Marke9ngOffer  a  Lite  or  Free  Version

• Free  is  the  most  frequently  used  keyword  in  app  store  suggest,  followed  by  lite

AppStore  op9miza9on:  Marke9ngIncrease  Downloads  with  AdMob  App  Exchange

• Free  way  to  enable  app  discovery  and  downloads:

hRp://www.admob.com/exchange/

AppStore  op9miza9on:  Marke9ngOpQmize  with  Mobile  App  AnalyQcs

AppStore  op9miza9on:  PR

• Have  a  demo  site,  twiRer  account,  facebook  page– Simple,  nice

• Get  reviewed,  get  promoted– 148apps  – iPhone  App  Reviews– Whats  on  iPhone– AppVee– FreshApps

• Press  Releases– Free  and  easy  publicity– Not  seen  as  very  useful

• forum  posts– Join  communiQes  and  create  buzz  among  hardcore  users

Contacts