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MOBILE MARKETING
Dani Rangelov
iOS Evangelist
iOS Developer
Dani Rangelov
Ten Touch
4+ years
Marketing
Management
Team Play
iOS Developemnt
6+ years
iOS Developemnt
Team Play
7 years...
MARKET CONCEPT
Dani Rangelov Marketing Strategies
1,430k
1,210k
293k
Total Number of Apps by Appstore
Dani Rangelov Marketing Strategies
0
350,000
700,000
1,050,000
1,400,000
0
20,000,000,000
40,000,000,000
60,000,000,000
80,000,000,000
July 11, 2008 July 14,...
VS
Dani Rangelov Marketing Strategies
DEVELOPERS
+
IDEAS
=
MONETISATION
Dani Rangelov Marketing Strategies
July 2014
Mobile Apps Developers by Appstore
Dani Rangelov Marketing Strategies
TOOLS
Dani Rangelov Marketing Strategies
GLOBAL TRENDS
Dani Rangelov Marketing Strategies
Messaging Downloads Skyrocket on iOS and Google Play
Dani Rangelov Marketing Strategies
Media transferCellular to internet...
Dani Rangelov Marketing Strategies
0
15
30
45
60
April June August
35
20
5
hike messenger
Dani Rangelov Marketing Strategies
Users base growth (in millions)
hike
100
WeChat
195
Skype
280
Line
200
Whatsapp
315
Viber
200
Dani Rangelov Marketing Strategies
Messengers registered use...
STRATEGY №1
FreeVersion
Marketing
Dani Rangelov Marketing Strategies
Released: 2010-09-24
Released: 2010-07-30
Conversion ratio 0.1
Dependancy ratio 0.3 - 04
Dani Rangelov Marketing Strategies
• Clients receive enough
from the free version
• Bad ratings because of
limitations
• More clients
• Higher reach
• Conver...
STRATEGY №2
Regular Updates
Marketing
Dani Rangelov Marketing Strategies
Promise
User feedback
Plan DeliveryExpected
Regular
Dani Rangelov Marketing Strategies
• Appstore reviews and
ratings disappear
• Appstore position drop
• Bugs
• Customers’ reliance
• Review site listing
• Exp...
STRATEGY №3
Feature Pack Updates
Marketing
Dani Rangelov Marketing Strategies
Evaluate
Preserve
Present
Dani Rangelov Marketing Strategies
THE OPPORTUNITIES
• Long development time
• Customers’ dissatisfaction
due to waiting
• Single presentation of
group of fe...
STRATEGY №4
Targeted Price Drops
Marketing
Dani Rangelov Marketing Strategies
Grafio - Diagrams & ideas
Grafio Lite - Diagrams & Ideas
7$10$ Update 5$ 10$ 5$ 9$
Dani Rangelov Marketing Strategies
iOS Startup ExperienceDANI Rangelov
• Users wait for price drops
• Income drop
• Appstore position
control
• Event generat...
✭ Now # 1 in the US iOS (on iPad) Productivity ✭ Listed on the App
Store in 80+ counties ✭ 350 mentions in different App S...
Grafio - Diagrams & ideas
7$ 9$
Banner
6$
Dani Rangelov Marketing Strategies
Dani Rangelov Marketing Strategies
Dani Rangelov Marketing Strategies
ANGRYBIRDS MARKETING
CONCLUSIONS
• Releasing in smaller markets is better
• Users like ...
STRATEGY №5
In-App Purchase
Marketing
Dani Rangelov Marketing Strategies
iOS Startup ExperienceDANI Rangelov
• Hidden costs
• Additional change
• Locked features
• Reduced income
• Divide the pro...
STRATEGY №6
Selling Bundles of Apps
Marketing
Dani Rangelov Marketing Strategies
Dani Rangelov Marketing Strategies
Average saving 5.68$
Number of Apps inTop Bundles
Oct 2014
DANI
Dani Rangelov Marketing Strategies
Cannibalism*
*an animal that feeds on the flesh of others of its kind
Arnold H. Glasgow:
“Success is simple. Do what’s right,
the right way, at the right time.”
Dani Rangelov Marketing Strateg...
THANK YOU
Dani Rangelov Marketing Strategies
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Be IT Conference 2015 | Dani Rangelov - Mobile Marketing Strategies

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The presentation of Dani Rangelov's workshop during Be IT Conference 2015.

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Be IT Conference 2015 | Dani Rangelov - Mobile Marketing Strategies

  1. 1. MOBILE MARKETING Dani Rangelov iOS Evangelist iOS Developer
  2. 2. Dani Rangelov Ten Touch 4+ years Marketing Management Team Play iOS Developemnt 6+ years iOS Developemnt Team Play 7 years iOS Developemnt Team Play
  3. 3. MARKET CONCEPT Dani Rangelov Marketing Strategies
  4. 4. 1,430k 1,210k 293k Total Number of Apps by Appstore Dani Rangelov Marketing Strategies
  5. 5. 0 350,000 700,000 1,050,000 1,400,000 0 20,000,000,000 40,000,000,000 60,000,000,000 80,000,000,000 July 11, 2008 July 14, 2009 June 7, 2010 July 7, 2011 June 11, 2012 June 10, 2013 January, 2015 Available apps Downloads AppStore sales by date Dani Rangelov Marketing Strategies
  6. 6. VS Dani Rangelov Marketing Strategies
  7. 7. DEVELOPERS + IDEAS = MONETISATION Dani Rangelov Marketing Strategies
  8. 8. July 2014 Mobile Apps Developers by Appstore Dani Rangelov Marketing Strategies
  9. 9. TOOLS Dani Rangelov Marketing Strategies
  10. 10. GLOBAL TRENDS Dani Rangelov Marketing Strategies
  11. 11. Messaging Downloads Skyrocket on iOS and Google Play Dani Rangelov Marketing Strategies Media transferCellular to internet transition Games Social Gamification InteractionPhotos Facebook http://logoturn.com/Tweasel1/8218/fission-marketing-sun-logo
  12. 12. Dani Rangelov Marketing Strategies
  13. 13. 0 15 30 45 60 April June August 35 20 5 hike messenger Dani Rangelov Marketing Strategies Users base growth (in millions)
  14. 14. hike 100 WeChat 195 Skype 280 Line 200 Whatsapp 315 Viber 200 Dani Rangelov Marketing Strategies Messengers registered users
  15. 15. STRATEGY №1 FreeVersion Marketing Dani Rangelov Marketing Strategies
  16. 16. Released: 2010-09-24 Released: 2010-07-30 Conversion ratio 0.1 Dependancy ratio 0.3 - 04 Dani Rangelov Marketing Strategies
  17. 17. • Clients receive enough from the free version • Bad ratings because of limitations • More clients • Higher reach • Conversion Ratio • Appearance in different Appstore category and stream Dani Rangelov Marketing Strategies THE OPPORTUNITIES THETHREATS
  18. 18. STRATEGY №2 Regular Updates Marketing Dani Rangelov Marketing Strategies
  19. 19. Promise User feedback Plan DeliveryExpected Regular Dani Rangelov Marketing Strategies
  20. 20. • Appstore reviews and ratings disappear • Appstore position drop • Bugs • Customers’ reliance • Review site listing • Experiments with: keywords, icon, screenshots, category • Appstore listing Dani Rangelov Marketing Strategies THE OPPORTUNITIES THETHREATS
  21. 21. STRATEGY №3 Feature Pack Updates Marketing Dani Rangelov Marketing Strategies
  22. 22. Evaluate Preserve Present Dani Rangelov Marketing Strategies
  23. 23. THE OPPORTUNITIES • Long development time • Customers’ dissatisfaction due to waiting • Single presentation of group of features • Longer testing times • Higher product value THETHREATS Dani Rangelov Marketing Strategies
  24. 24. STRATEGY №4 Targeted Price Drops Marketing Dani Rangelov Marketing Strategies
  25. 25. Grafio - Diagrams & ideas Grafio Lite - Diagrams & Ideas 7$10$ Update 5$ 10$ 5$ 9$ Dani Rangelov Marketing Strategies
  26. 26. iOS Startup ExperienceDANI Rangelov • Users wait for price drops • Income drop • Appstore position control • Event generation • Higher reach • More testing time • More reviews and users Dani Rangelov Marketing Strategies THE OPPORTUNITIES THETHREATS
  27. 27. ✭ Now # 1 in the US iOS (on iPad) Productivity ✭ Listed on the App Store in 80+ counties ✭ 350 mentions in different App Store categories ✭ 25 January 2013 Dani Rangelov Marketing Strategies
  28. 28. Grafio - Diagrams & ideas 7$ 9$ Banner 6$ Dani Rangelov Marketing Strategies
  29. 29. Dani Rangelov Marketing Strategies
  30. 30. Dani Rangelov Marketing Strategies ANGRYBIRDS MARKETING CONCLUSIONS • Releasing in smaller markets is better • Users like consistency • Growing your portfolio around a single selling point • Partnerships are a great way to get consistent exposure
  31. 31. STRATEGY №5 In-App Purchase Marketing Dani Rangelov Marketing Strategies
  32. 32. iOS Startup ExperienceDANI Rangelov • Hidden costs • Additional change • Locked features • Reduced income • Divide the product price in sections • Give the user the option to support you • Dynamic content • Subscription • Service Dani Rangelov Marketing Strategies THE OPPORTUNITIES THETHREATS
  33. 33. STRATEGY №6 Selling Bundles of Apps Marketing Dani Rangelov Marketing Strategies
  34. 34. Dani Rangelov Marketing Strategies Average saving 5.68$ Number of Apps inTop Bundles Oct 2014
  35. 35. DANI Dani Rangelov Marketing Strategies Cannibalism* *an animal that feeds on the flesh of others of its kind
  36. 36. Arnold H. Glasgow: “Success is simple. Do what’s right, the right way, at the right time.” Dani Rangelov Marketing Strategies
  37. 37. THANK YOU Dani Rangelov Marketing Strategies

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