worldwidepartnersCompetitive analysis
at the stage of idea validationand at the expansion / growth stages
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
Advertising costsare going high
$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
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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
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
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.
How to checkif your product is really unique?
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
Mobile Marketing Agency www.comboapp.com 07Tools: Similarweb
Growth tip: analyze competitive app’s traffic sources
Mobile Marketing Agency www.comboapp.com 07Tools: Similarweb
Growth tip: analyze competitive app’s traffic sources
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
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Growth tip: Look for non-evident stores
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
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Growth tip: optimizing app size impacts organic dls
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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
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Growth tip: Free list of media outlets
Submit.co
> 500 contacts listed
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
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
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
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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
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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
Mobile Marketing Agency www.comboapp.com 07
Growth tip: you can analyze competitive push messages
Use Batch.com/insights
Tools: Batch.com/insights
Mobile Marketing Agency www.comboapp.com 07
Build marketing strategy according to your product1.
2.
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.
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.
It’s good to know what it takes to achieve your goal!
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,
completed projects
happy clients
worldwidepartners
years of mobile appmarket expertise
740 247 2406
Ask me a questionNow or later!
Sergey KanishchevDirector of Product Growth
Mail: [email protected]
Skype: skanishchev.comboapp
Cell: +38 063 424 88 85