'App discovery services' - How to get quality users for a free app - Emmanuel Carraud - #APS2013
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14-Sep-2014 -
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Emmanuel Carraud is CEO of MagicSolver, the user acquisition specialists for mobile applications. MagicSolver helps over 1 million users to save money every day by downloading free apps with their mobile phones, and helps developers and publishers gain visibility for their apps in the App Store. Emmanuel has over 15 years of experience in consumer marketing and mobile advertising across Europe. Fluent in French, Spanish and English, he has a Masters degree from Sciences Po Paris and an MBA from Judge Business School, Cambridge University.
Transcript of 'App discovery services' - How to get quality users for a free app - Emmanuel Carraud - #APS2013
MagicSolver App Discovery and App Promo9on Experts
Spin out of Cambridge University iOS & Android apps developers,
publishers and curators We just celebrated our 4th birthday Team of 30 with 12 na9onali9es #1 App Store in 50 countries 500 developers partners 30 million downloads for our apps! 50 million downloads for our partners!
Apps are great … but are there too many apps?
iOS: 800,000 apps … 1000+ new apps/ day! Android Market: 800,000 apps … 1000+ new apps / day!
Problem for users: How to find good apps?
-‐ Apps relevant for me
-‐ Apps easy to use
-‐ Apps which deliver
Problem for developers: How to be visible?
-‐ Visible on the App Store -‐ Reach my target audience
-‐ Get quality users to download my apps
-‐ Make money
SOLUTION: MagicSolver daily selec=on: Free App Magic
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1/ We select and test the best apps every day 2/ We make paid apps free for 24h period 3/ Free apps and freemium apps come usually with a special offer or a free iAP
Developers
Get visibility to million users
Free App Magic: to discover apps every day
Free App Magic, over 7 million downloads Our users:
Receive a daily push no=fica=on Can download up to 3 paid apps for free every day Have already saved $50 million
hNp://www.freeappmagic.com/
A rigorous process to guarantee quality apps for our users
Content Team Editorial selection every day Test the apps Adapt content to different countries Reviews in 7 languages
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Sales Team Negotiation with app developers and first filter of quality
Case study Paid app gone free: Christmas Booth
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Early December app: paid app $1.99 Category: Photo Booth/ Entertainment 8 Dec 2012: selected in Advent Calendar - 248,000 downloads in the first 24h - 1,291,000 downloads in December with
the snowball effect
Source: iTunes Connect/ AppFigures
Case study Paid app gone free: Christmas booth
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8 Dec 2012: selected in Advent Calendar - Daily revenues 20x during the promotion
with iAP - Daily revenues 7x bigger during the 2
weeks after the promotion
20x more daily revenues
7x more daily revenues for 2 weeks
Source: iTunes Connect/ AppFigures
Case study free app: Quote of the Day
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Selected in Free App Magic 30th June/Category: reference/lifestyle - During promotion: 20,000 downloads - Daily downloads +20% after the
promotion
daily downloads +20%
Source: iTunes Connect/ AppFigures
Snowball effect +5000
Case study free app: Quote of the Day
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Free App Magic users more loyal than organic users! - 77% used the app again on day 2 vs 71% for organic users - 61% used the app every day until day 7 vs 54% on average
54%
71% 77%
61%
Average Daily retention rate Quote of the Day
Daily retention rate Free App Magic users
Free App Magic users: 13% more loyal than average users
Source: Flurry
Apps discovery service, a key tool in a user acquisi9on campaign
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If selection is : Quality driven, editorial driven Without external user incentivisation to downloads With the right target audience and targeted at the right market
Then App discovery service is essential in a user acquisition campaign: Numbers of quality users are significant: Between 10,000 and 20,000
new users in 24h (much more during seasons) Additional snowball effect could be massive: x5 campaign downloads if
the app become viral There is a significant halo effect: minimum +20% in the week after the
campaign LTV of users can be much higher than organic users or other UA tools
The future of Apps discovery service Quality, Cura9on, Analy9cs, Targe9ng
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1. Quality: editorial driven with a local touch = quality users 2. Curation: be an App Expert to be credible 3. Analytics: reliable CPI tracking, consumer behaviour and the best
LTV for the apps we select 4. Targeting: based on geography, device, socio-demographic profile
and on consumer behaviour.
Thank you!
Emmanuel Carraud CEO MagicSolver
