App flood global mobile android advertising insights Q4 2014
Insights on Android App Development, Marketing and Monetization
-
Upload
jayneel-patel -
Category
Technology
-
view
1.538 -
download
0
description
Transcript of Insights on Android App Development, Marketing and Monetization
Monetization, Marketing and Development of Android Apps
OpenXcell Technolabs Pvt. Ltd.01/10/2013
A brief about OpenXcell Technolabs
• Openxcell Technolabs is an ISO 9000:2008 certified company located in India and USA
• We are a team of enthusiastic designers, Developers and managers exceeding the strength of 200
• We have strong hold in Mobile App Development, Game Development, Web Development, E-commerce Development and Enterprise Systems
• We have delivered quality solutions to our worldwide clientele
MARKET TRENDS, SIZE AND REVENUE SHARING
Android VS iOS Revenues
•A lot of noise in market that monetization on Android is difficult•But this is catching up quickly
Reference: - DISTIMO
This analysis is based on comparing the revenue generated from the app stores of the following 34 countries:Australia, Austria, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, South Korea, Mexico, Netherlands, New Zealand, Norway, Philippines, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Kingdom, United States, and Vietnam.
Google Play’s piece of the pie increases
Reference: - DISTIMO
Revenue distribution by country
The above graph includes the revenue of both Apple App Store and Google Play
Reference: - DISTIMO
Revenue distribution by platform
Reference: - DISTIMO
Downloads & Revenues Per Category
The graph above displays the popularity of each category as proportion of the whole store volume.
Reference: - DISTIMO
APPLICATIONS AND PUBLISHERS THAT ARE WINNING GROUND IN GOOGLE PLAY
Mobage Revenue
Mobage is a developer has gained similar revenue no. in the Apple App Store and Google PlayBlood Brother by Mobage generated more revenue in the Google Play than the Apple App store in United States Reference: - DISTIMO
Square Enix Revenues
Final Fantasy III, paid game ($15.99)Generated 73% of their global revenue on Google Play
Reference: - DISTIMO
WhatsApp Revenues
Paid on iOS, Free in AndroidGenerating more revenues in several key EU countries in Google Play
Reference: - DISTIMO
Top Apps on Google Play – August 2013
Reference: - DISTIMO
THE BUSINESS MODEL
A Preface
One Big Question:Are you making an App or making a Business?
The Business Model
• Product: A Good App– Make Great Apps which solves user’s needs
• Marketing: Users– Identify and grab your users. In starting phase marketing
efforts are required
• Sales: Monetization – Make sure that you have a monetization plan for sales
PRODUCT: THE MOBILE APPWhy Android and why not the Rabbit
1. Commitment to openness, shared vision, and concrete plans.
2. Android has reached the masses. 3. No centralized company dictating when new top of
the line phones are released. 4. Android is not just for your phones and tablets.
Why Android
5. Quick approval time 6. Ability to customize the stock OS to its core7. Google believes in innovation
Why Android
Deciding where to Launch First
So you have a app concept in mind, but you are reluctant to start on both of the platforms for some or the other reasons?
1. For your app category what are the current users using?
Facts to consider
2. Revenues versus visibility
Facts to consider
3. Fragmentation can be advantageous if used tactfully
Facts to consider
4. For the app concept you concluded, try identifying your potential market geographically
Facts to consider
HOW TO PROCEED WHEN YOU HAVE THE CONCEPT READY
A native application can be divided into simpler categories. As such:I. Static Native appsII. Dynamic Native appsIII. Hybrid native apps
Identify your app type
What it is: • These are the applications which are developed with native
software development kit but they don’t require an internet connection to get running.
Advantages: • Since this specific app type don’t require relying on internet so its
faster. • Its more cost effective as you needn’t write web services to fetch
data from server.
Static Native apps
Disadvantages:• If you have a concept that needs huge bulk of data then you may
not consider Static app. This will increase the local database’s size and it will degrade the performance of the application.
• Secondly, since the app is not connected to server so it limits customization of your data once its on store.
Examples: • Marketing campaign apps• App locker• E book readers• Music players
Static Native apps
What it is? These are the applications which are developed with native
software development kit but at the same time posseses connectivity to centralized repository from where the data is suppose to get fetched. These are the apps which can only work with an active internet connection.
Advantages? • Works on the principle of distributed computing, where majority
of the data will get stored on server. Hence it will reduce load at the app’s end.
• One can customize the content of the app from the centralized content management system located on the server.
Dynamic Native apps
Disadvantages: • You have to place your content on the server. So you have to incur
expenses of subscribing a server. There are many server providers whom you can choose to provide you a server for a cost. Ex: http://aws.amazon.com/, http://in.godaddy.com/
• Have to compromise on the speed. These are the app types which relies entirely on the server. So your app should be on a good network coverage zone to benefit from it.
Examples :• Product catalogue• Social networking app that requires storing user’s information on
server
Dynamic Native apps
What it is? These are mostly written with web technologies (HTML5, CSS and
JavaScript).
Advantages? • Unlike web applications, a hybrid app can take advantage of device
capabilities like geo location, accelerometer or the camera• Cross platform affinity• Can work in offline mode
Hybrid apps
Disadvantages: • Cannot access all the native APIs of the device and hence its limited.• Although it uses mostly web technologies to program your
application but you still need knowledge of native coding to access native libraries
• Compromises on speed and performance.
Examples :• Real estate apps• E-commerce apps
Hybrid apps
Hybrid apps
Which Approach is Best?
Marketing
TRENDING APP CATEGORIES
Personalization and Entertainment is hitting charts
Marketing
Case Study: ALIAS FACEBOOK HOME
Overview: Replaces your standard home screen with a steady stream of facebook feeds.https://play.google.com/store/apps/details?id=com.alias.facebook.launcher
Case Study
Execution:
Case Study
Challenges:
1. Creating custom workspace2. Dynamically blurring live images3. Pagination of facebook feeds4. Creation of custom App tray
Case Study
1. Creating custom workspace:
Case Study
2. Dynamically blurring live images:
Case Study
3. Pagination of facebook feeds:https://developers.facebook.com/docs/reference/api/pagination/
Case Study
4. Creation of custom App tray:
• Google’s opensource code: https://android.googlesource.com/platform/packages/apps/Launcher2/
• Added an new method in LauncherModel.java class
loadApplications(boolean isLaunching,Launcher launcher, boolean localeChanged)
Case Study
Marketing
MARKETING
Marketing
• Marketing and Competitive Research• ASO • Press Releases• Integrate Social Media• Mobile Display Advertising• Burst Marketing
APP STORE OPTIMIZATION (ASO)
App Store Optimization
• Pick your app name• Find your keywords• Localize your keywords• Design an eye-catching icon• Screenshots attraction• The power of great description• Having a demo/promo video• Getting (good) reviews
A little more about the Google Play Store rank algorithm
– Number of ratings: how many people have rated and reviewed your app.
– Ratings: how high (or low) they are– Amount of downloads: how many app downloads– Downloads growth: the growth of downloads over the last
30 days– Uninstalls: how many people uninstall the app– Usage: frequency with which your app is used (reported by
some developers)
App Localization – Case Study by David JennerBefore Localization After Localization
76% Traffic from English Speaking Counties3000 Downloads
10% Traffic from English Speaking Counties23000 Downloads
Case Study – Out Comes
• Localizing the app helped increase downloads by 767%• Localization Means:– Localization of Keywords– Localization of App Name– Localization of Screenshots– Localization of Description– Localization of Language strings within the App
• Please find the detail analysis of the research at http://makeappmag.com/iphone-app-localization-keywords/
Integrate Social Media• Prepare a strategy for App marketing on social media
platforms• Content is King• Network with App review sites prior to the launch• Network with other relevant blog online communities like
LinkedIn groups• Video tutorials are also very influential
Process of Mobile App Install Ads on Face book
• Set a Target URL in the Ads Create ToolCopy and paste your Google play URL link into the destination box in Ad’s create tools
Face book will automatically know that the URL is for a mobile app and your objective will be set to get “Get mobile app users”
• Customize your Ad
Add a custom message for your audience (and local text for different countries) and a 600X360 image.
Process of Mobile App Install Ads on Face book
• Choose your Audience– First, select your platform (Android or iOS)– Then select the specific OS versions (e.g., “Jellybean 2.3 and greater”
or ”iOS 5.0 and greater”) that you want to target.– New: Within Android and iOS, you can also select the devices you are
interested in reaching. For example, on Android, you can choose to reach Android 'tablets' or Android 'smartphones' (or both). Similarly, for iOS, you can reach iPod, iPhone, or iPad devices.
You can add further targeting options to reach people in the demographic, interest, and broad category groups that are relevant to your app.You can proceed further by setting your budget and placing the order.Reference: https://developers.facebook.com/docs/ads-for-apps/mobile-app-ads/
Process of Mobile App Install Ads on Face book
Process of Mobile App Install Ads on Face book
MONETIZATION
Options for Monetization
Monetization Tips
• Few Suggestions:– Play by number not by price– Higher price not always means higher revenue– Higher price could be low User/Transaction– 100K users with 1$ transaction is better than 10K users with 10$ – Why? More Users = More Viral Effect = More Transactions
• For Paid Apps – Always have a Free Version (Freemium)
• For Ads– Always track your eCPM revenue
Monetization – Ads - Glossary• CPM (Cost Per Mile)– Price per 1000 views (paid by Advertiser)
• CPC (Cost Per Click)– Price per Click (paid by advertiser)
• Fill Rate: – Number of Displayed Ads / Number of Views
• CTR (Click Through Rate)– Number of Clicks / Number of Views
Monetization Ways through Ads
• Monetization through House Ads
• Monetization through Ad Network
• Monetization through Ad Mediation
Monetization – House Ads
XYZ Publisher
Request Setting Ads in his own App
Need to advertise any other app of his portfolio or upgrades for the current app
ABC Mobile App Ad Agency
Showing Ads on XYZ Apps
Show Ads to Users
Monetization – House Ads
Requirements:– You must have channels to Advertisers– You must be having enough user base to attract
Advertisers
Monetization – Ad Network
Advertiser
Advertiser
AdvertiserABC Ad Network
XYZ Publisher
Request Ads
Request Ads
Request Ads
Showing Ads on XYZ Apps
Show Ads to Users
Report
Monetization – Ad Mediation
• Ad Mediation enables you to connect with multiple ad networks through one simple integration
• You can control your allocation or choice of network
• By using multiple networks, you can assess which are performing best and optimize accordingly to maximize fill rates and increase your revenues
Top – App Marketer & Advertisers - ComparisonNetwork Platform Known Model Supported Ad
Format Mediation House Ads
AdMob iOS, Android, Windows Phone 7 CPC
Banner, Smart Banner, Interstitial, Search, Table
Yes Yes
mMedia
iOS, Android, Windows Phone 7, BlackBerry, Symbian, Java, WebOS
CPC, CPM, CPABanner, Interstitial, Interactive Video, Rich Media
Yes Yes
Adfonic iOS, Android CPC, CPMBanner, Interstitial, Video, Rich Media
Yes Yes
Chartboost iOS, Android CPC, CPI Interstitial No Yes
Tapjoy iOS, Android, Windows Phone CPI
Banner, Interstitial, Video, Offer Wall
Yes No
Top – App Marketer & Advertisers - Comparison
Please find more App Marketer and Advertisers for Advertise and monetize your app on the below link:http://www.hongkiat.com/blog/mobile-app-monetizing-networks/
Besides developing great apps OpenXcell Technolabs is also providing marketing and monetization services to our clients.