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Slides from talk I gave at India Internet day about App Store presence Management and Optimisation. some of the slide contains animation so they might not be rendered properly . You can download a slightly detailed version from dropbox at https://www.dropbox.com/s/fb5prvznf94x3lx/The%20India_internet_day%20_April_2014_Gurgaon.ppt
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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 :[email protected]: +91-9910270434Skype /Gtalk/Twitter: pacificleo
Feel Free to contact me at
Thanks .
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