Transcript
Page 1: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

worldwidepartnersCompetitive analysis

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

Page 2: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

1.6MM

1.5MM

Accorfdng 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

Page 3: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Advertising costsare going high

Page 4: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

$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. Accorfdng to Fiksu

Jun2014

Jul2014

Aug2014

Sep2014

Oct2014

Nov2014

Dec2014

Jan2015

Feb2015

Mar2015

Apr2015

May2015

Jun2015

User acquisition costs reached historical max

Page 5: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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 Apps

Any Apps

1 App

2 Apps

3 Apps

4 Apps

5-7 Apps

8+ Apps

Smartphone Users’ Number of App Downloads Per Month

The neverending battle for engaged users

Page 6: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 7: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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.

Page 8: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

How to checkif your product is really unique?

Page 9: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 10: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

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

Growth tip: analyze competitive app’s traffic sources

Page 11: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

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

Growth tip: analyze competitive app’s traffic sources

Page 12: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 13: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

Growth tip: Look for non-evident stores

Page 14: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 15: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

Growth tip: optimizing app size impacts organic dls

Page 16: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 17: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

Growth tip: Free list of media outlets

Submit.co

> 500 contacts listed

Page 18: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 19: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

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Mobile Marketing Agency www.comboapp.com 07

Growth tip: Free ASO test tools

Rater.localytics.com (iOS)

AppTweak (iOS and Android)

Tools and services: Sensortower, MobiledevHQ, AppTweak

Page 21: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 22: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

Page 23: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

Growth tip: you can analyze competitive push messages

Use Batch.com/insights

Tools: Batch.com/insights

Page 24: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

Build marketing strategy according to your product1.

2.

Page 25: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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

3.

Page 26: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Mobile Marketing Agency www.comboapp.com 07

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/ CPI2.Don’t try to repeat competitor’s success story without knowing their financials 3.

Page 27: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

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

Page 28: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Thorough research is a key to success

Mobile Marketing Agency www.comboapp.com 26

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,

Page 29: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

completed projects

happy clients

worldwidepartners

years of mobile appmarket expertise

740 247 2406

Page 30: Сергей Канищев (ComboApp): Конкурентный анализ мобильных приложений при первичной валидации идеи и на

Ask me a questionNow or later!

Sergey KanishchevDirector of Product Growth

Mail: [email protected]

Skype: skanishchev.comboapp

Cell: +38 063 424 88 85


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