DEFINING YOUR MOBILE STRATEGY

02/13/2013Presenters:

MONETIZING AN APP

Paid Download Display Advertising “Freemium”

• Charge from $0.99+ for each download of app.

• Few people buy apps, especially on Android.

• Earn revenue through CPC/CPM/CPC ads shown in the app.

• Very easy to setup.

• Requires scale to be successful.

• Give it away for free, and lure people in for purchases after.

• 90% of app downloads are free.

• Wave of the future!

Trial / Full Mode Free version has ads, while full version doesn’t.

In-App Purchases Allow purchases of “goods” or in-app “services”

Pay-walls Tease with limited amount of free content, require subscription for more.

CHOOSING THE RIGHT MOBILE PLATFORM

iOS Android Windows Phone HTML / Hybrid

• ~80% of all app revenue generated on Apple iOS.

• Saturated marketplace, hard to find niche.

• ~60% global smartphone market share and rapidly growing.

• Very difficult to make one app that runs on many phones.

• Strong enterprise pull and relatively sparse app store.

• Nobody has one.

• Write once, run everywhere!

• Can’t do everything a native app can.

USER ACQUISITION

Organic Paid

• Get it for free.

• Viral growth of your app through word-of-mouth, reviews, social and SEO.

• Difficult to plan for, a combination of luck and clever app design and marketing.

• Pay for it.

• Display ads on mobile ad networks, Facebook, Twitter and other paid promotions to acquire users.

• Works for apps that are able to generate revenue for each user acquired through an ad.

DESIGNING VIRAL LOOPS

1.) User snaps a photo with the app

2.) User shares photo to their Facebook or Twitter through the app

3.) Friend sees photo on feed and clicks the link

4.) Web site asks the user to download and try the app.

Every social media share is a chance to grab new

users for your app

PROMOTING YOUR APP1. Create a promotional web site for your app:

• Start before you release, build web presence to snag search keywords related to your app.

• Out-of-box Wordpress themes for apps (Templatic iPhone App)

2. Write press releases• PRLog.org, PRWeb.com

3. Get your app reviewed:• 148app.com, The iPhone App Review, The Daily App

Show, Fresh Apps• Free and paid reviews

4. Use app promotion web sites:• FreeAppADay.com• AppGratis• Reddit (i.e. /r/AppHookup sub-reddit)

5. Social media out reach:• TweetAdder, Tweepi

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