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

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<ul><li><p>worldwidepartnersCompetitive analysis</p><p>at the stage of idea validationand at the expansion / growth stages</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>1.6MM</p><p>1.5MM</p><p>Accorfdng to Priori Data</p><p>2011 2012 2013 20142010</p><p>1,500k</p><p>1,250k</p><p>1,000k</p><p>750k</p><p>500k</p><p>250k</p><p>0k</p><p>Google Play Amazon AppstoreiOS App Store</p><p>Total number of apps. July 2015</p></li><li><p>Advertising costsare going high</p></li><li><p>$3.50</p><p>$3.00</p><p>$2.50</p><p>$2.00</p><p>$1.50</p><p>$1.00</p><p>$0.00</p><p>$0.50</p><p>Mobile Marketing Agency www.comboapp.com 07Cost Per Loyal User Index. Accorfdng to Fiksu</p><p>Jun2014</p><p>Jul2014</p><p>Aug2014</p><p>Sep2014</p><p>Oct2014</p><p>Nov2014</p><p>Dec2014</p><p>Jan2015</p><p>Feb2015</p><p>Mar2015</p><p>Apr2015</p><p>May2015</p><p>Jun2015</p><p>User acquisition costs reached historical max</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>According to Comscore MobiLens, 2014, U.S., age 18+, monthly average </p><p>34,5%65,5%</p><p>8,4%</p><p>8,9%</p><p>6,2%</p><p>3,7%</p><p>4,8%</p><p>2,4%</p><p>0 Apps</p><p>Any Apps</p><p>1 App</p><p>2 Apps</p><p>3 Apps</p><p>4 Apps</p><p>5-7 Apps</p><p>8+ Apps</p><p>Smartphone Users Number of App Downloads Per Month</p><p>The neverending battle for engaged users</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>For a developer with a single title competing with largest developers by performance marketing approach (LTV &gt; CPI), basically means to compete with the size of their networks</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>For a developer with a single title competing with largest developers by performance marketing approach (LTV &gt; CPI), basically means to compete with the size of their networks</p><p>It makes no sense to compete with networks in terms of money. Without multi-million investments traction has to come from product positioning. </p></li><li><p>How to checkif your product is really unique?</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>1. Identifying key competitors</p><p> Target audience</p><p> Graphics quality</p><p> Level of details</p><p> Storyline (for games)</p><p>Tools and services: App Annie, Xyo, Priori Data, manual research</p><p> Total installs not relevant (only for ASO).</p><p> Active users, stickiness, retention (DAU, WAU, MAU, DAU/MAU) important but cant be investigated</p><p> Indirect analysis - growth dynamics (new installs/ day), revenue growth (revenue increase / day)</p><p>Quantitative analysisQualitative analysis</p><p>Goals: Identify main competitors and review their metrics</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Tools: Similarweb</p><p>Growth tip: analyze competitive apps traffic sources</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Tools: Similarweb</p><p>Growth tip: analyze competitive apps traffic sources</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>2. Accessibility analysis</p><p> Stores: iOS, Android, Amazon, Windows</p><p> Devices: iPhone or both smartphone and tablet</p><p> Localization (how many geos)</p><p> User reviews (number of reviews, sentiments analysis bugs/ features, quality average # of stars)</p><p>Goals: Check coverage of competitive products</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Growth tip: Look for non-evident stores</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>3. Traffic pattern analysis </p><p> Check Featuring</p><p> Paid ranking boosts</p><p> Traffic sources analysis (Similarweb)</p><p>Tools and services: AppAnnie , Similarweb</p><p>Goals: Identify any significant changes in ranking to try to correlate with the app promotion activity</p><p>Duolingo shot up to the top five apps in Apple's App Store immediately after getting featured</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Growth tip: optimizing app size impacts organic dls</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>4. Media relations analysis</p><p> Search for mentions of the product on web</p><p> Search queries in Google (if applicable)</p><p> Research social media for product activity</p><p> Search for special promo actions or offline events</p><p> Researching developers communication with users via user reviews (for Google Play)</p><p>Goals: Link the ranking dynamics and mentions in certain media releases or media events</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Growth tip: Free list of media outlets</p><p>Submit.co</p><p>&gt; 500 contacts listed </p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>5. Product updates analysis</p><p> Frequency of updates</p><p> What exactly was updated (name changed/ features added / bugs eliminated)</p><p>Goals: Research the frequency of product updates and key focus of development team</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>6. ASO (keywords and visuals) analysis</p><p> Comparing app titles and keywords used in title</p><p> App Icon analysis</p><p> Screenshots analysis</p><p> App preview video trailer analysis</p><p>Goals: Researching key elements of ASO and main areas of user interest</p><p> Description analysis</p><p> Researching current keywords / comparing with similar apps</p><p> Researching user feedback for related keywords for iOS and GP</p><p> Reviews semantics analysis (bugs/ features)</p><p>Tools and services: Sensortower, MobiledevHQ, AppTweak, Appbot.co</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Growth tip: Free ASO test tools</p><p>Rater.localytics.com (iOS)</p><p>AppTweak (iOS and Android)</p><p>Tools and services: Sensortower, MobiledevHQ, AppTweak</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>7. Monetization model analysis</p><p> Check all versions - Paid / Free/ Freemium / Paidmium</p><p> What formats (banners, interstitials, offer walls etc.. )</p><p> Which networks used</p><p> Compare top grossing positions if applicable</p><p>Goals: Identify key revenue channels</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>8. Key product features analysis</p><p> Main features developers are proud of (often in description, screenshots)</p><p> Features mentioned in user reviews</p><p> Features mentioned in media outlets/ press</p><p> Push notifications</p><p>Goals: Identify development teams focus </p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Growth tip: you can analyze competitive push messages</p><p>Use Batch.com/insights</p><p>Tools: Batch.com/insights</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>Build marketing strategy according to your product1.</p><p>2.</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>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.</p><p>3.</p></li><li><p>Mobile Marketing Agency www.comboapp.com 07</p><p>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.</p></li><li><p>Its good to know what it takes to achieve your goal!</p></li><li><p>Thorough research is a key to success</p><p>Mobile Marketing Agency www.comboapp.com 26</p><p>Office Suite Free reached highest positions on the App Store in its category. Specifically foriPad Business by countries:</p><p> #2 in Germany, #2 in Italy, #2 in Spain, #3 in France, </p></li><li><p>completed projects</p><p>happy clients</p><p>worldwidepartners</p><p>years of mobile appmarket expertise</p><p>740 247 2406</p></li><li><p>Ask me a questionNow or later!</p><p>Sergey KanishchevDirector of Product Growth</p><p>Mail: skanishchev@comboapp.com</p><p>Skype: skanishchev.comboapp</p><p>Cell: +38 063 424 88 85</p><p>mailto:skanishchev@comboapp.com</p></li></ul>