Creating an app is often difficult; to sell that app may be even more difficult.

2010-03-05 / FH Hagenberg, Softwarepark 11, 4232 Hagenberg im Mühlkreis

Meanwhile, there are as many applications in App Stores as there are products on the supermarket shelves. For developers to have their applications be seen is an entirely new challenge, because of the sheer number of offerings in App-stores.  The goal of developers is to have their own app discovered as often as possible and then to be downloaded. The Magic Word for achieving this is called "App – Marketing", and Mobile Monday Austria was welcoming three experts to discuss this topic on 5 March 2010. This has been the fifth MobileMonday in Austria in total and about 150 people attended this event at the Software Park Hagenberg.

Spend less than you earn

"Approximately 30% of all applications that a user seeks to install on their cell phone is because they have seen advertising for it while using another application." Kjell Fischer, Managing Director of apprupt, is citing a recent AdMob study.

Companies like "apprupt" from Hamburg help developers increase the number of downloads through their App Affiliate Network.

"Spend less than what you earn with your app", is the most effective rule, says Kjell. Sounds easy?  But may be challenging, because traditional Cost-per-Mille advertising models easily become confusing and intransparent. Apprupt in contrast charges only after a download has been occurred. This reduces costs and risks for developers and helps them to calculate budgets.

Conversion rates of 30% and more show that apprupts Appvertising really works. Apps which generate a lot of downloads may eventually also become featured apps in the App Store e.g. the app Car Locator had generated 80 – $ 100 per day until it became a featured app in an App Store, from that point the sales have risen to an average of 435 $ per day.

Free app or paid app? That's the question.

But what if you do not earn money directly with your app, because it is free? "Then money can be earned through paid advertisement which are placed in the App.", says Eugene Martin, CIO of madvertise. The Berlin-based company has become an expert for banner ads in applications: "For advertisers Apps are becoming attractive if they have a broad reach and are often downloaded." Pricing strategies must be exactly balanced in order to reach the optimum." Free apps will be more easily found. There is less competition, since the majority of the App Store apps are not free." explains Kjell the general benefit of offering free apps.

No added value, no success

But Appvertising has its limitations: If an app does not offer real added value to the user, no one will download it, no matter how much money is spent on advertising. This was heavily discussed by MoMo community during the discussion, which was moderated by FM4's David Dempsey (DaddyD). So it is the wrong way to first be asking what the possible amount of money an app can earn. Rather developers should ask themselves the question of what value is given to the user with this application then follow up on app monetization.

Farmers' Market vs. Supermarkets

Do apps that are not featured in the supermarket style App Stores still have a chance? Peggy Anne Salz, founder of mSearchGroove shared: "Beside App Stores which work like supermarkets, having a wide selection and mainly help "featured apps" to garner more success, we expect that farmers' markets will emerge. Very much like the theory of the Long Tail farmers' Markets will cater selected offerings to certain niche markets. "

The analyst and entrepreneur features interesting figures and background information (like the NetSize Guide 2010 or NetSize Mobile Trends 2010) on her blog.

Nokia – connecting people

From all the things developers dislike about App Stores one inability is overly discussed: The broken feedback loop. Users of apps can anonymously review them in the App Store but developers do not have a chance to communicate with the reviewers. This broken feedback loop makes it hard to react properly on customer claims. Perhaps, Nokia takes this feedback to heart for the future of its own OVI Store, as they have been known for decades for one thing: "Connecting people."

MobileMonday Austria starts the year 2010 by going West! The first event this year will take place in Hagenberg, Upper Austria as part of Nokia Mobile Developer Forum.

It has never been easier in the world of mobile applications to have a great idea, develop an application and distribute it to millions of people. With the advent of services like Apple AppStore, Ovi Store or Android Market developers can instantly reach million of devices as their target group. But how do potential customers choose a application from thousands of others? How can paid apps reach enough customers to be an economic success while customers can choose from an armada of free apps?

Key-Notes from

t.b.a.

  • Kjell Fischer, Managing Director apprupt

App Marketing – Product, Channels and Metrics
App marketing is more than just buying reach – it is part of a process that begins with the product strategy and ends with finding the right communication channels and staying on top of the individual marketing metrics.

t.b.a.

Entrance is free. However, registration is required. After exploring the details of App Marketing  we will comfortably end the evening with drinks & light-snacks.

Event facts

Notes

  • This MobileMonday is part of the Mobile Developer Forum, but in itself a self-contained event.
  • Nokia provides a free shuttle service from Vienna to Hagenberg – check out the details ("Anreise") if you are interested
  • If you have any questions, contact us via contact@mobilemonday.at

This event is sponsored by DIMOCO and Nokia. Drinks provided by Trumer

Map

Speaker & Slides

Photos