Demystifying App Ecosystem

By Prashant Singh

@pacificleo

Co Founder : Signals

Co Founder : Mobile Monday Delhi

Part of Team at Spice Labs, Monsoon Multimedia.

Who AM I ?

What this talk is NOT about ?

• No Silver Bullet

• Hindsight Wisdom: This is what worked for us

• My views not of my company or our partners

What this talk is about ?

App StorePresence Management

Presence Management is Not Just

Search Optimization.

Ideation : A Left Brain Approach

A Case Study in Need Estimation

Need Estimation

Observation :News Volume = User Interest

Conclusion : Demand is universal. All User are App Savvy.

Observation :Nokia Rich Countries Search for Nokia App

Need Estimation

Other Technique:

Ask the OEM App Store Guys for Gap in Content.Google Predictive Search Suggestion.

Online Survey Geographic Clone & Platform Clone are good ideas.

Test Assignment

Instapaper For Windows Phone ?

Flipboard For Windows Phone ?

Paper For Android Phone ?

Discovery and DistributionBuild it and Will They Come ?

App Store User In Flow

App Store User In Flow : In Numbers

Source % Share

Destination/ Tricks /Channel Remark

Direct 58 Store/ G+ /Rating /Charts 60-30-10 , Explorer No Fixed intent.

Web Store 6 Paly ( GCM ) Effective only in Play

Viral Social Stream 3 FB / Twitter/ Pintrest/Stumbleupon/WhatsApp /LinkedIn

Viral Email Loop 2 Address book import Timing is the Key , Getamplify

Inherent Product Virality

9 Use case , gamification ,Share

Advertisement 15% Advertisement Network CPA < LTV

Search 7

Source : Anecdotal + off the record stats quoted from executives from Leading Apps all of us use.

App Store Dynamics

Search Key Word Optimization

Find out the representative Keyword for your App .

Find top result for these key words in your store .

Aggregate store description of these apps .Create Word cloud. Use these key words for your description.

Use Search man to Track the relative performance of your app Vs .Competition on these key word .

CASE STUDY : KEY WORD COMPOSITION IN IM APPS

Collective Keyword Distribution for popular IM Clients

Quiz Time

ID the IM Client ?

1

ID the IM Client ?

2

ID the IM Client ?

3

ID the IM Client ?

4

Answers Ready ?

ID the IM Client ?

1

ID the IM Client ?

1

• SMS & Themes• Offline

ID the IM Client ?

2

• Missing Free ? Missing Sticker ?• Only guy with International • Emphasis on Contacts ?

ID the IM Client ?

3

• Call /Voice/ Video ? • Only guy with Photos.• Emphasis on “Features” srusly ?

ID the IM Client ?

4

• Only Guy with Security • Only guy with Cloud.

Surprise

Recommended Tools ?

• Searchman

• Google Trend

• Distimo , App Annie.

Advertisement As a Discovery Tactic

Advertisement As a discovery Tactic

• Aligning your Advertisement Dollar Geo Cluster of App Store .

• Timing of Campaign

Pricing As a Discovery Tactic

Paid App Featuring Priority

How Bloon Made it to Top5 ?

Tool Of Choice

• Bad App Review • GetAmplify.com

• Google Search Backlink • Flurry , Mixpanel

Lessons Which We Learned Hard Way

What We Believe at Signals There is no substitute of having a good product.There is a fine line between perseverance and being stupid.Learn from everyone but contextualize it for your product .Avoid cynics .Their Advise is actually their biography.

Between Culture and Competency . Culture always win.

Prashant Singh Co-Founder, Signals.Email :prashant@thesignals.netCell: +91-9910270434Skype /Gtalk/Twitter: pacificleo

Feel Free to contact me at

Thanks .

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