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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