ufcfx5-15-3mobile device development commercial trends and competitive initiatives

UFCFX5-15-3Mobile Device Development

Mobile Device Development

Commercial Trends and Competitive Initiatives


Agenda

App market trend App user population estimation App promotion strategy(1) - Admob App promotion strategy(2) – AppBrain App promotion strategy(3) - iAd App promotion strategy(4) – Social media App promotion strategy(5) – App of the day Estimate promotion result Customer care Distribute apps to other markets


App market trend

1. Increasing number of apps in major app stores.

2. Increasing sales/revenues from apps.

3. Increasing app advertisement spending.

4. Fragments in android app markets.

5. Big screen is the trend for smartphone (particular for high-end device).

6. Increasing computing power among new devices.


Fragments in android app markets

How many android app markets?

Google play store is No. 1.

Samsung Apps and Amazon app store are major players in android apps.

Blackberry will probably abandon App World as Blackberry device will install amazon appstore app in Oct. 2014.

Samsung move away from Google.


Why does Samsung want to move away from Google?

Samsung is currently largest smartphone and tablet manufacturer. He probably has the power to create his own ecosystem.

Samsung devices need to be unique and different from other android devices.

Samsung could replace google service apps with their own apps to create unique user experience.

Samsung has not benefit the huge revenue from Google play store


App user population estimation

1. Probably do it before you start the project.

2. Find the download statistics from top similar apps.

3. Use website such as AppAnnie to find statistics for individual country.

4. Use country statistics to set up your promotion strategy.

5. Use country statistics to set up your localization priorities.


App promotion strategy(1) - Admob

1. Admob is app advertisement and promotion corp.

2. Admob is owned by Google.

3. Admob can facilitate in-house Ad to promote your own app without any cost.

4. Cost of promotion is based clicking the Ad.

5. A device filter could set up to filter out unwanted devices.


App promotion strategy(2) – AppBrain

1. AppBrain is a low-cost promotion platform.

2. The minimum cost is $0.2 per app install.

3. By attracting app installs, your free app could become an top app for the promotion period.

4. You can control the budget (which country, daily limit, total budget)

5. It is for android only.


How does AppBrain work?

1. AppBrain is also an advertisement platform.

2. Appbrain publisher install appbrain SDK.

3. User click on Ad and install the free app.

4. Appbrain server keeps track of app installing number.

5. They charge you based on the number of installs.


App promotion strategy(3) - iAd

1. iAD is an advertisement platform for iOS device only.

2. Target at half billion iTune accounts

3. Select target countries

4. Select target audiences based on gender, age and language.

5. Select target devices such as iPhone or iPad.

6. Make a advertisement budget.

7. Select Bidding type: CPC or CPM (CPC based on clicks. CPM based on impressions)


App promotion strategy(4) – Social media

1. Create timelines in Facebook (example: https://www.facebook.com/ImagicMobile)

2. Answer customers’ questions and feedback

3. Collect as many likes as possible

4. Create updates in Twitter

5. Create Youtube channel to upload your app demo videos

6. Encourage users to subscribe.

7. All efforts to attract as many app fans as possible.


App promotion strategy(5) – App of the day

1. App of the day runs free promotion for indie developer

2. Based on making paid app for free for one day.

3. Contact they via website (http://appturbo.it/)

4. The promotion app has to be gone through testing.

5. Traffic injection is very impressive (100,000 one day)

6. May lower the rating of your app.


Estimate promotion result (1)


Customer care1. Improve customer relationship.

2. Get bug reports.

3. Receive complaints and improvement suggestions.

4. Refund customers (Google play store only).

5. Quick communication (try to reply email within 24 hours).

6. Better communication (e.g. make announcement in app description pages)

7. Reply to app review comments (Google play only)


Distribute apps to other markets (1)

1. Samsung Ltd is No. smartphone and tablet manufacturer.

2. Samsung apps is based on android apps.

3. Samsung apps is available on most of Samsung devices.

4. Market share is about 20% of total android app market.

5. Publishing Samsung android apps need to go though approval process (4 to 5 working days)


Distribute apps to other markets (2)

1. Amazon Kindle series is the most popular e-reader in the world.

2. Amazon allows android app to publish in Amazon app store without any modification.

3. Tablets are the main devices in app store.

4. Approval process will take one working day!!

5. Very good technical support team.

6. From personal experience, revenue is lower than Samsung apps.


Diversify your revenues

1. Advertisement revenue is good (almost constant).

2. Paid app revenue is very volatilized.

3. Looking for contract work.

4. Look for licensing opportunities for third-party company (via Google Education).

5. Spend money on app promotion.


Summary

• Major app stores are highly competitive places and you probably need a novel idea, a good marketing strategy and excellent customer care to become a successful indie app developer.

• App analytics tools such as AppBrain, appAnnie and Flurry can help you to optimize the app promotion strategy.

• Distributing to other app stores could generate extra revenue but looking out for how much effect you need to put in.

• Keep looking for future opportunities such as android gear apps.

ufcfx5-15-3mobile device development commercial trends and competitive initiatives

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