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

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  • 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

  • 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

  • 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 cant 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 07

    Tools: Similarweb

    Growth tip: analyze competitive apps traffic sources

  • Mobile Marketing Agency www.comboapp.com 07

    Tools: Similarweb

    Growth tip: analyze competitive apps 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

  • Mobile Marketing Agency www.comboapp.com 07

    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

  • Mobile Marketing Agency www.comboapp.com 07

    Growth tip: optimizing app size impacts organic dls

  • 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 developers communication with users via user reviews (for Google Play)

    Goals: Link the ranking dynamics and mentions in certain media releases or media events

  • Mobile Marketing Agency www.comboapp.com 07

    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

  • 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

  • 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 teams 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 customers 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 customers expectations instead of just thinking in terms LTV/ CPI2.Dont try to repeat competitors success story without knowing their financials 3.

  • Its 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: skanishchev@comboapp.com

    Skype: skanishchev.comboapp

    Cell: +38 063 424 88 85

    mailto:skanishchev@comboapp.com