Competitive analysis at the stage of idea validation and at the expansion / growth stages. worldwide partners

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1 Competitive analysis at the stage of idea validation and at the expansion / growth stages worldwide partners

2 Total number of apps. July 2015 Google Play ios App Store Amazon Appstore 1,500k 1.5MM 1,250k 1,000k 750k 1.6MM 500k 250k 0k According to Priori Data

3 Advertising costs are going high

4 User acquisition costs reached historical max $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $0.00 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Cost Per Loyal User Index. According to Fiksu Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015

5 The neverending battle for engaged users Smartphone Users Number of App Downloads Per Month 8,4% 0 Apps Any Apps 8,9% 65,5% 34,5% 1 App 2 Apps 6,2% 3,7% 4,8% 2,4% 3 Apps 4 Apps 5-7 Apps 8+ Apps According to Comscore MobiLens, 2014, U.S., age 18+, monthly average

6 For a developer with a single title competing with largest developers by performance marketing approach (LTV > CPI), basically means to compete with the size of their networks

7 For a developer with a single title competing with largest developers by performance marketing approach (LTV > CPI), basically means to compete with the size of their networks It makes no sense to compete with networks in terms of money. Without multi-million investments traction has to come from product positioning.

8 How to check if your product is really unique?

9 1. Identifying key competitors Goals: Identify main competitors and review their metrics Quantitative analysis Qualitative analysis Target audience Graphics quality Level of details Storyline (for games) Total installs not relevant (only for ASO). Active users, stickiness, retention (DAU, WAU, MAU, DAU/MAU) important but can t be investigated Indirect analysis - growth dynamics (new installs / day), revenue growth (revenue increase / day) Tools and services: App Annie, Xyo, Priori Data, manual research

10 Growth tip: analyze competitive app s traffic sources Tools: Similarweb

11 Growth tip: analyze competitive app s traffic sources Tools: Similarweb

12 2. Accessibility analysis Goals: Check coverage of competitive products Stores: ios, Android, Amazon, Windows Devices: iphone or both smartphone and tablet Localization (how many geos) User reviews (number of reviews, sentiments analysis bugs/ features, quality average # of stars)

13 Growth tip: Look for non-evident stores

14 3. Traffic pattern analysis Goals: Identify any significant changes in ranking to try to correlate with the app promotion activity Check Featuring Paid ranking boosts Traffic sources analysis (Similarweb) Tools and services: AppAnnie, Similarweb Duolingo shot up to the top five apps in Apple's App Store immediately after getting featured

15 Growth tip: optimizing app size impacts organic downloads

16 4. Media relations analysis Goals: Link the ranking dynamics and mentions in certain media releases or media events Search for mentions of the product on web Search queries in Google (if applicable) Research social media for product activity Search for special promo actions or offline events Researching developer s communication with users via user reviews (for Google Play)

17 Growth tip: Free list of media outlets Submit.co > 500 contacts listed

18 5. Product updates analysis Goals: Research the frequency of product updates and key focus of development team Frequency of updates What exactly was updated (name changed/ features added / bugs eliminated)

19 6. ASO (keywords and visuals) analysis Goals: Researching key elements of ASO and main areas of user interest Comparing app titles and keywords used in title App Icon analysis Screenshots analysis App preview video trailer analysis Description analysis Researching current keywords / comparing with similar apps Researching user feedback for related keywords for ios and GP Reviews semantics analysis (bugs / features) Tools and services: Sensortower, MobiledevHQ, AppTweak, Appbot.co

20 Growth tip: Free ASO test tools Rater.localytics.com (ios) AppTweak (ios and Android) Tools and services: Sensortower, MobiledevHQ, AppTweak

21 7. Monetization model analysis Goals: Identify key revenue channels Check all versions - Paid / Free / Freemium / Paidmium What formats (banners, interstitials, offer walls etc.. ) Which networks used Compare top grossing positions if applicable

22 8. Key product features analysis Goals: Identify development team s focus Main features developers are proud of (often in description, screenshots) Features mentioned in user reviews Features mentioned in media outlets / press Push notifications

23 Growth tip: you can analyze competitive push messages Use Batch.com/insights Tools: Batch.com/insights

24 1. Build marketing strategy according to your product 2.

25 1. Build marketing strategy according to your product 2. Think about your product / market fit and customer s expectations instead of just thinking in terms LTV / CPI 3.

26 1. Build marketing strategy according to your product 2. Think about your product fitting into market and customer s expectations instead of just thinking in terms LTV/ CPI 3. Don t try to repeat competitor s success story without knowing their financials Build marketing strategy according to your product

27 It s good to know what it takes to achieve your goal!

28 Thorough research is a key to success Office Suite Free reached highest positions on the App Store in its category. Specifically for ipad Business by countries: #2 in Germany, #2 in Italy, #2 in Spain, #3 in France, 26

29 years of mobile app market expertise completed projects happy clients worldwide partners

30 Ask me a question Now or later! Sergey Kanishchev Director of Product Growth Mail: skanishchev@comboapp.com Skype: skanishchev.comboapp Cell: