competitive analysis for mobile apps.pptx

worldwidepartnersCompetitive analysis

at the stage of idea validationand at the expansion / growth stages

Vadym Shcherbakov

я бы удалил этот слайд, он дублирует предидущий. в нем нет ничего уникального. ты все это сможешь расказать на предидущем слайде

Vadym Shcherbakov

пусть люди дольше видят большие цифры и асоциируют комбоапп с опытом и кучей клинетов и проектов

Vadym Shcherbakov

этот слайд дублирует название презентации..давай напишем что то про юзеров в этом разделе

Vadym Shcherbakov

почему тут дублируетсья инфо? может нужно сделать один слайд из 8-9

Vadym Shcherbakov

это можно сказать. а на слайде показать проще в виде "текст1"="текст2"

Vadym Shcherbakov

сюда тоже картинку вставим. только я смысла не понимаю что сюда подойдет

Vadym Shcherbakov

можешь сократить и заголовок и контент? если да то можно в виде иконок лучше изобразить

Vadym Shcherbakov

не нужно эти зеленый плашки использовать. они были уместны когда мы этапы проекта расписывали..у нас просто синий заголовко на белом фоне. смотри слайд 3

Sergey Kanishchev

может что то с юмором?картинку

Sergey Kanishchev

здесь можно картинку ? или не нужно чтобы не захламлять

Vadym Shcherbakov

оставляй идеи по картинкам. на сколько они фановые должны быть? обычно фан всегда помогает в презентациях. если так то подбрасывай уместные кейвордсы или идеи

Vitaliy Rudiy

надо искать свежие данные, думаю там еще более впечатляющие цифры

Sergey Kanishchev

посмотри плз на Comscore

Vitaliy Rudiy

я бы показывал в комлексе со средней ценой за CPI. Типа сколько стоит инсталл а стколько лояльный инсталл

Sergey Kanishchev

ну в этой презентации акцент не на этом

Sergey Kanishchev

тем более что по фиксу так просто стоимость простого инстала падает)

Vitaliy Rudiy

график нужно перерисовать

Mobile Marketing Agency www.comboapp.com 07

1.6MM

1.5MM

According to Priori Data

2011 2012 2013 20142010

1,500k

1,250k

1,000k

750k

500k

250k

0k

Google Play Amazon AppstoreiOS App Store

Total number of apps. July 2015

Advertising costsare going high

$3.50

$3.00

$2.50

$2.00

$1.50

$1.00

$0.00

$0.50

Mobile Marketing Agency www.comboapp.com 07Cost Per Loyal User Index. According to Fiksu

Jun2014

Jul2014

Aug2014

Sep2014

Oct2014

Nov2014

Dec2014

Jan2015

Feb2015

Mar2015

Apr2015

May2015

Jun2015

User acquisition costs reached historical max


According to Comscore MobiLens, 2014, U.S., age 18+, monthly average

34,5%

65,5%

8,4%

8,9%6,2%3,7%4,8%2,4%

0 AppsAny Apps1 App2 Apps3 Apps4 Apps5-7 Apps8+ Apps

Smartphone Users’ Number of App Downloads Per Month

The neverending battle for engaged users


For a developer with a single title competing with largest developers by performance marketing approach (LTV > CPI), basically means to compete with the size of their networks


For a developer with a single title competing with largest developers by performance marketing approach (LTV > CPI), basically means to compete with the size of their networks

It makes no sense to compete with networks in terms of money. Without multi-million investments traction has to come from product positioning.

How to checkif your product is really unique?


1. Identifying key competitors

● Target audience

● Graphics quality

● Level of details

● Storyline (for games)

Tools and services: App Annie, Xyo, Priori Data, manual research

● Total installs – not relevant (only for ASO).● Active users, stickiness, retention (DAU, WAU, MAU,

DAU/MAU) – important but can’t be investigated● Indirect analysis - growth dynamics (new installs /

day), revenue growth (revenue increase / day)

Quantitative analysisQualitative analysis

Goals: Identify main competitors and review their metrics

Mobile Marketing Agency www.comboapp.com 07Tools: Similarweb

Growth tip: analyze competitive app’s traffic sources


2. Accessibility analysis

● Stores: iOS, Android, Amazon, Windows

● Devices: iPhone or both smartphone and tablet

● Localization (how many geos)

● User reviews (number of reviews, sentiments analysis – bugs/ features, quality – average # of stars)

Goals: Check coverage of competitive products


Growth tip: Look for non-evident stores


3. Traffic pattern analysis

● Check “Featuring”● Paid ranking boosts● Traffic sources analysis (Similarweb)

Tools and services: AppAnnie , Similarweb

Goals: Identify any significant changes in ranking to try to correlate with the app promotion activity

Duolingo shot up to the top five apps in Apple's App Store immediately after getting featured


Growth tip: optimizing app size impacts organic downloads


4. Media relations analysis

● Search for mentions of the product on web● Search queries in Google (if applicable)● Research social media for product activity● Search for special promo actions or offline

events● Researching developer’s communication

with users via user reviews (for Google Play)

Goals: Link the ranking dynamics and mentions in certain media releases or media events


Growth tip: Free list of media outlets

Submit.co> 500 contacts listed


5. Product updates analysis

● Frequency of updates● What exactly was updated (name changed/

features added / bugs eliminated)

Goals: Research the frequency of product updates and key focus of development team


6. ASO (keywords and visuals) analysis

● Comparing app titles and keywords used in title

● App Icon analysis● Screenshots analysis● App preview video trailer

analysis

Goals: Researching key elements of ASO and main areas of user interest

● Description analysis● Researching current keywords /

comparing with similar apps● Researching user feedback for related

keywords for iOS and GP● Reviews semantics analysis (bugs /

features)

Tools and services: Sensortower, MobiledevHQ, AppTweak, Appbot.co


Growth tip: Free ASO test tools

Rater.localytics.com (iOS)AppTweak (iOS and Android)

Tools and services: Sensortower, MobiledevHQ, AppTweak


7. Monetization model analysis

● Check all versions - Paid / Free / Freemium / Paidmium● What formats (banners, interstitials, offer walls etc.. )● Which networks used● Compare top grossing positions if applicable

Goals: Identify key revenue channels


8. Key product features analysis

● Main features developers are proud of (often in description, screenshots)

● Features mentioned in user reviews● Features mentioned in media outlets / press● Push notifications

Goals: Identify development team’s focus


Growth tip: you can analyze competitive push messages

Use Batch.com/insights

Tools: Batch.com/insights


Build marketing strategy according to your product1.2.

Nadia Matukhno

заголовок? Just remember this tips


Build marketing strategy according to your product1.Think about your product / market fit and customer’s expectations instead of just thinking in terms LTV / CPI2.

3.


Build marketing strategy according to your productBuild marketing strategy according to your product1.Think about your product fitting into market and customer’s expectations instead of just thinking in terms LTV/ CPI

2.Don’t try to repeat competitor’s success story without knowing their financials 3.

It’s good to know what it takes to achieve your goal!

Thorough research is a key to success


Office Suite Free reached highest positions on the App Store in its category. Specifically foriPad Business by countries:

● #2 in Germany, ● #2 in Italy, ● #2 in Spain, ● #3 in France,

completed projects

happy clients

worldwidepartners

years of mobile appmarket expertise

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Ask me a questionNow or later!

Sergey KanishchevDirector of Product Growth

Mail: [email protected]: skanishchev.comboappCell: +38 063 424 88 85

mailto:[email protected]