[Atelier FrenchWeb] Apponomics 2012, tout savoir sur l'économie des applications mobiles

1. APPSFIRE
Yann Lechelle
co-founder
Twitter @ylechelle
http://www.linkedin.com/in/ylechelle

2. Appsfire Corporate Background
‣ Founded in 2009
‣ Raised $4.6m in total
‣ Seed investment by top private investors in Europe and US (Marc
Simoncini, Xavier Niel, Jacques Antoine Granjon, Jean David Blanc,
Lerer Ventures, Fabrice Grinda)
‣ Series A with a leading european VC (IDinvest) in 2011
‣ 13 employees: HQ in Paris, France, with office in Tel Aviv, Israel
‣ Innovation and R&D label granted in France (JEI, OSEO)
‣ Nominated as Top 100 European Startup by the Telegraph

3. A Market-Leading Discovery and Promotional
Platform for Mobile Apps
FOR CONSUMERS
A personalized, mobile app discovery platform, combining
algorithmic, contextual and social recommendations
Ø 4.5 million users to date
FOR DEVELOPERS & OPERATORS
An end-to-end marketing platform enabling mobile app developers
and store operators to acquire and retain users.
Ø hundreds of satisfied clients, operator deals

4. Marketing Apps:
It’s hard, it’s necessary

5. Over 1 million apps to choose from…
iOS: 590K
Android
Android: 435K
42%
And then…
Windows Phone: 50K
iOS Blackberry
58%
hard facts brought to you by

6. Getting to the top… for what?
Not all acquired users are born equals:
Real, incentivized, bots
Incentivized & bots only help
to reach top of the charts, artificially.
You need well over 50K download to be in the
To 25 US. Being in the Top25 US
at most adds 15k real users/day!
A lot less in other geographies.

7. Discovery via Charts/Rankings
➜ discovery is broken
iTunes App Store
99.95%
of all apps Top25 or Top50
are not
discovered Free or Paid
iPhone or iPad
US, UK or FR
over 99.95% of all apps
are NOT discovered
50 to 350 unique apps
featured per month in
the Top25 or Top50
in surveyed geographies
(US, UK, FR)
hard facts brought to you by

8. Cost of acquiring users
Naïve/raw cost $1.8/user in the US (free apps)
Source: Fiksu - December 2012
True acquisition cost =
Cost of marketing campaigns /
( real users * attrition rate *
virality factor * hard work * appsfire ;-)

9. Everything Else Matters!
• Ramp-up momentum
• Building up expectations “Coming Soon” ✓
• Professional, targeted,
simultaneous/multiple campaigns ✓
• Retention
• Analytics, cohort understanding
• Customer relationship management (CRM) ✓
• Listening, iterating, improving
• Contextualization, localization
• Virality
• Social media integration (Facebook COG)
• Sharing incentives
• Gamification