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MOBILE ACQUISITION 
& RETENTION
How to prevent a $30B mistake?
How to launch so well that it drives people mad?
Why do you stick to your phone all day long?
How Facebook lost $30B
I think the biggest mistake we made as a company is being too much 
on HTML5 as opposed to native. 
“ 
Zuckerberg
2008 
100 million users 
! 
$300 million in revenue
1.5
The recovery
2012 2014
Facebook revenue 
Desktop Mobile 
23% 
77% 
Desktop Mobile 
53% 
47% 
q4 2012 q4 2013
The future of facebook 
is mobile
How to launch so well that it drives people mad?
MG Siegler (Google Ventures)
Dec 2012
“ The best email app you’ll ever use.
The bandwagon effect
$100mm
“ If you’re not shameful, it’s too late… 
(only if you’re looking for product-market fit)
Why do you stick to your phone all day long?
102,000,000,000 
app downloads 
in 2013
20% of the apps downloaded are only used once (Localytics)
average retention rates: 
34% 
18% 
13% 
25% 
After 3 months After 6 months
Secret 
! 
! 
75% of people with more than 5 friends come back everyday
Nir Eyal’s hook canvas
Shopkick re-focus on content
Mobile is the new game
Thank you! 
amontcoudiol@gmail.com 
@adrienm

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Mobile App Marketing: Acquisition & Retention