The Guide to the App Galaxy by Google is designed to help app developers, regardless of platform, build a business on mobile--whether they've just launched their first app or are looking for additional tips as they grow their portfolio.
Promote their app:
AdMob offers two ways to build your user base through advertising. Run a paid campaign to advertise within the hundreds of thousands of apps in the AdMob network or use our House Ads tool to cross-promote apps within your portfolio.
To start advertising, sign up for an AdMob account and create your first campaign.
Earn from their app:
AdMob enables app developers to monetize their traffic across mobile platforms (Android, iOS, WebOS and Windows Phone 7) with real-time reporting to monitor performance. A single software development kit (SDK) integration gives you access to the combined network of AdMob and Google advertisers.
To start earning from you app, sign up for an AdMob account and download SDK.
Measure their app:
Track performance metrics of your app with Google Analytics, our free analytics package. Gain valuable insights to better understand how users engage with your app, the platforms that drive app activity, the success of your mobile advertising, the most effective ad placement and more.
To start measuring, sign up for a Google Account and download the Google Analytics for Mobile Apps SDK.
Welcome to the first stop on your journey, where we'll explore ways to promote your app to users. Like stars in the galaxy, apps are numerous, varied, and can be hard to distinguish from each other at first glance. Here are four ways to stand out amongst hundreds of thousands of other apps in the galaxy:
In such a crowded app marketplace, you'll have a fleeting moment to get noticed--so make sure your app icon, name, and description make a compelling first impression.
Don't have the budget to hire a PR firm? No problem--if you're willing to invest some time and effort, you'll find plenty of creative ways to promote your app on the cheap.
If your app doesn't immediately make the top 50 rankings on an app marketplace, you have plenty of promotional options--like advertising in other apps.
By setting up an ad campaign through an ad network, you can advertise on tens of thousands of apps. Ads are typically sold on a cost-per-click (CPC) basis, and will direct users to your marketplace page where they can download your app.
There are many mobile ad networks to choose from. When selecting an ad network, be sure to choose one that offers the right targeting options for your app. Common targeting functions include platform, device type, app category, and country.
Advertising can offer cascading benefits. For example, if your advertising drives downloads and places your app in the top 50 of an app store, you'll likely enjoy even more downloads from people browsing the store. These 'organic' downloads can help improve your cost-per- acquisition (CPA).Advertising tips
By following a few simple tips, you can drive highly successful advertising campaigns.
Developer learning: Guilherme Schvartsman, Founder and CEO of Best, Cool and Fun Games, used mobile advertising to drive downloads of his flagship app, Ant Smasher, right at launch. As a result, a significant number of downloads over a short amount of time resulted in Ant Smasher getting featured in the top app store lists. Read more about Ant Smasher's journey.
AdMob provides mobile advertising solutions on a cost-per-click (CPC) and cost-per-acquisition (CPA) basis to help app developers get noticed and drive conversions. With CPA bidding, app developers pay for each click, but AdMob will automatically set the bids to try to get as many conversions as possible at the CPA specified. Read more about Google's AdMob advertising solution to help you get discovered through advertising.
Cross-promotion is another easy and often free way to drive more users to your app. In the App Galaxy, cross-promotion occurs when you target users of other apps or properties and promote your app. You may own these other properties or you can cross-promote with a third-party. Here are some tricks to help you with cross-promotion:
Developer learning: Optime Software launched free versions of classic games such as Chess and Checkers and soon learned that this captive audience was a great place to promote new games. As a result, Optime uses House Ads to drive traffic to the newest games in their portfolio across multiple platforms and devices including iPhone, iPad and Android.
Welcome to our next stop, where you'll learn different approaches to making money from your app.
Depending on the type of app and your potential user base, the monetization model you choose will vary. The following business models are not mutually exclusive and you may find yourself monetizing your app using more than one method. For example you might consider releasing your app for free, then earning revenue through advertising on your app.
Say you have a fitness app with a limited number of workouts and no updates. You might consider the one-time paid download model. Paid apps may not attract an audience as quickly as a free app, but they guarantee that you'll earn revenue each time the app is downloaded. When pricing you app, consider the following tips:
Keep in mind that you will likely not see the full price you charge for a download. In exchange for the billing mechanisms and maintenance of the market, app marketplaces and mobile operators may take a cut from your download price. You should keep this in mind when pricing your app.
Remember that even though you are collecting revenue upfront, keeping your users happy and content fresh is still crucial. You want users coming back to your app (or other apps you build in the future) to write positive reviews and tell their friends.
By offering a free, lite version of your app, you can invite users to try your offering at no risk. Free apps often build an audience faster. If your app is compelling, users will be more likely to want additional functionality, which you can provide for an additional fee. (With this business model, you'll need to submit a lite version and a premium version to the app store or marketplace.)
Remember if your premium app doesn't offer significantly higher value than your free app, you'll risk losing users, damaging your reputation, and incurring poor reviews. Here are some examples on how you can offer additional functionality:
Advertising is a common method for monetizing content--whether it's TV, magazines, or websites--and can be a legitimate source of revenue. Mobile advertising lets developers earn revenue from their app by displaying relevant ads to their users. As a developer, you control where and how ads are shown within your app. Mobile advertising is a rapidly growing business model, with hundreds of thousands of developers building a business from advertising revenue.
There are three common ways in which mobile advertising is purchased:
Because many advertisers can buy ad inventory in many ways, effective cost-per-thousand impressions (eCPM) is commonly used as a standard measure to compare relative advertising sources. Essentially, eCPM represents your estimated earnings for every thousand impressions you receive.
eCPM = (total earnings / impressions) x 1000
When evaluating advertising options, consider the value beyond eCPM. The other key metric to focus on is fill rate. A good metric to use when comparing ad networks is to multiply eCPM by the fill rate. This calculation gives you the actual revenue earned per thousand ad requests.
For example, let's say you are comparing two ad networks, A and B.
eCPM = $1.00
Fill rate = 90%
Revenue per thousand ad requests = $1.00 x 90% = $0.90
eCPM = $3.00
Fill rate = 25%
Revenue per thousand ad requests = $3.00 x 25% = $0.75
Notice that eCPMs of Network B are three times higher than Network A. However, because Network A has a higher fill rate, you would actually earn more revenue from this network that offers a lower eCPM.
With their large sales forces and expertise, ad networks offer an easy entry into advertising, especially if you don't have much experience in this area. Ad networks provide you with an advertising software development kit (SDK) that you implement within your app. The SDK will then send the ad network an ad request, and if there's an ad available, it will be delivered into your app. For every ad that a user clicks on, you earn revenue. Keep in mind that for access to advertiser relationships and use of ad serving technology, many ad networks take a cut of your ad revenues.
Some publishers choose to utilize multiple ad networks to ensure they always have an ad to show and receive the best value for their ad inventory. If you want to use multiple ad networks, you can build a mediation layer into your app or use a third-party solution.
AdMob has a free ad network mediation feature that lets you monetize your app with multiple ad networks to maximize fill rates and revenue. Read about AdMob's ad mediation technology.
As your business becomes more successful, you may find that advertisers may want to negotiate and buy advertising directly through you.
If your app has attracted an unusually large audience, you're in a good position to secure advertiser sponsorships, where an advertiser pays you for the right to hard-code their ads into your app.
Weigh the potential of negotiating directly with advertisers for higher eCPMs versus the costs of selling direct. In addition to contracting with or building an ad serving solution, you'll need to factor in the cost of recruiting and training a sales team. Additionally, you'll need to scale your direct sales in order to achieve the same advertiser reach as a large ad network.
Toni Fingerroos, founder and CEO of Fingersoft, uses AdMob to drive signifianct income for the #1-ranked mobile game app 'Hill Climb Racing'. 40% of revenue comes through advertising, with AdMob acquiring the lion’s share of impressions. For ‘Hill Climb Racing,’ success relies on engaging large numbers of players and garnering significant eCPM value, with AdMob being the pivotal advertising medium. The income from coin purchases and advertising allows the Fingersoft team to develop new apps and games.
Read more about Hill Climb Racing's success here.
AdMob is Google's core platform for app developers to promote and monetize their apps. Learn more about how you can start earning through advertising with an AdMob account.
If you're offering a free app, you might consider offering items, such as virtual or digital goods, inside the app. For example, you might sell music downloads. Or, for a game, you might sell a virtual sword, power boost, or extra points. Virtual goods can be:
You can create artificial scarcity for higher value items that appeal to your most dedicated app users. For example, you can offer a virtual item for a limited time or only to people who sign in every day for a week. Sometimes, just setting a high price for a powerful or desirable item will entice a few people to buy.
Virtual currencies can be complex to manage. You should consider the economy--including variables such as inflation--of your app. If you need help, you can find third-party vendors who can optimize your virtual economy for a small revenue share.
Developer learning: Rovio Mobile now sells 'The Mighty Eagle', a virtual good, to Angry Birds users to help them solve any level in the game. They focused on creating a single product that was central to the story instead of making hundreds of products hoping users would buy one. As a result, nearly half of users buy the virtual good. Read more about the Angry Birds journey.
Welcome to the next stop in your journey, where you'll learn how to make sure your mobile business is still heading in the right direction.
To turn your app into a thriving business you'll need to install an analytics package that lets you track the basics such as downloads and engagement metrics. You'll need to know how people use your app, who your heavy users are, and why people uninstall it or give a poor rating.
Being able to properly measure your app's performance can help influence other decisions or impact how you make changes in the future.
The most basic measure of success is the number of app downloads you've received. In app marketplaces, the number of downloads influences your ranking. The higher the ranking, the more likely you are to attract attention from potential users.
You can track downloads in a couple of ways:
Downloads only tell part of your success story. For example, would you consider an app successful if it's downloaded but never used? In addition to downloads, you should consider other user engagement metrics, such as:
AdMob provides an easy way for developers to understand how users interact with their app. Read more about Google Analytics to learn how it can help you measure user engagement.
One of the most critical aspects of your business--your customer relationship--is also one of the simplest to maintain. All you need to do is commit to being open and responsive to your users.
Remember that in the end, you can't satisfy everyone. Some people just aren't the right fit for your app. Spend the most energy serving your target market.
Now it's time to evaluate your journey. Don't panic if you didn't get everything right the first time -- app development is an ongoing process. You can expect to iterate on your app and make improvements as you go along. (Although if you think you got everything right the first time, we'd like to hear from you.)
When you're ready to evaluate your app, consider the following:Audience outreach
Need some inspiration? Learn how other developers used the tips in this guide to build profitable businesses around their apps.
There's no limit to the App Galaxy: You have infinite space to try new things, reinvent your business, take risks, and even make a few mistakes.
We invite you to come back as often as you like. Keep us posted on your progress, and let us know how we can make this guide better for you.
Here's to many more successful journeys!
For Angry Birds, we focused on creating a great game with a story that piqued people's curiosity. We wanted people to ask, 'Why are the birds angry?' and get them to find out by downloading the game. This single question, combined with fun and addictive gameplay, generated significant buzz that quickly took over the mobile games community. The fact that the game went viral also helped boost Angry Birds to the top of the paid charts in the Apple App Store. Because top-ranked apps are highly visible, we saw strong, consistent growth numbers once we got there. But this only works if you make a great game.
As with many apps in the Apple App Store, we launched Angry Birds for iOS as a paid download. We wanted to keep the model simple so we started with a paid download priced at $0.99. We felt that many users would be willing to pay the nominal download fee because of the great graphics and gameplay.
We measured initial performance by tracking downloads. But we also wanted to focus on engagement, a performance metric we thought about early on and built into the game by releasing different episodes, levels, and content with each update.
Additionally, we've allowed users to track their scores so they can try to improve their best records and stay engaged with the game. It's working, because to date over 100 million minutes have been spent playing Angry Birds--that's comparable to engagement with prime-time TV!
We were thrilled with the success of Angry Birds on Apple's iOS platform. We wanted to make Angry Birds available to all mobile phone users, regardless of platform, so we started to develop for other operating systems, like Nokia handsets, webOS, iPad, and Android.
Building on Android was a no-brainer. With the rapid adoption of devices running Android, it was the perfect opportunity to extend the Angry Birds brand.
Making money on mobile is not black and white--there's actually a lot of color. You have a lot of business model options that aren't exclusive to any particular platforms.
When it came to monetizing on Android, we opted to team up with Google to do an ad- supported model. We had already built a strong brand, so we were comfortable in giving our app away for free.
We're now looking at other ways of earning revenue, like offering in-game purchases. For example, we now offer users the ability to purchase 'The Mighty Eagle', which users can buy to solve any level in the game. We made the Mighty Eagle central to the game instead of creating more products and hoping users would buy them. To date, nearly half of users buy the Mighty Eagle.
Downloads are still important. But with over 100 million downloads, user retention is now our most important metric. Retention is something that we've been actively working on: Our episodic model, combined with our timed free updates, keeps the game fresh and results in 80 percent of users coming back for more.
We've built a strong storyline that connects with our users and has evolved into a brand franchise (including television, movies, and merchandise). We've also learned that the updates across platforms need to occur simultaneously, which takes a lot of work and discipline but offers a better user experience.
Mobile is an exciting platform because it's the center for gaming right now. Things happen so much faster on mobile, and you can make mistakes, learn, and iterate. We're excited by the loyalty of our fans (every day we see a new cake, costume, or other creative ode to Angry Birds). It's so amazing, we never dreamed of that level of following.
When we first launched Ant Smasher, our goal was to stand out of the crowded app marketplace. We knew there were a number of options for promoting mobile apps, but we decided to try our hand at mobile advertising first.
Mobile advertising helped us accomplish two things: We got Ant Smasher, our flagship app for iOS, front and center across a network of over 50,000 apps and sites. And we drove close to 50 percent of all Ant Smasher downloads, which was key for getting ranked in the top charts in the pp marketplace.
The first app we ever published was priced at $2.99 per download. We found that, by reducing the price, we drove disproportionally more downloads and earned more revenue overall. Because we've seen how rankings in the top charts are influenced by the number of downloads, our strategy for pricing Ant Smasher centered around driving downloads which is why we priced Ant Smasher at a nominal $0.99 per download.
The first metric we kept our eye on after launching Ant Smasher was its number of downloads. Because we had run an app promotion campaign on the AdMob network, we were able to drive enough downloads to get featured in the top 100 games chart in Apple's App Store. We then measured the impact of the mobile advertising campaigns directly on downloads by using AdMob's integrated download tracking. In addition, the real-time reporting available from AdMob helped us optimize our mobile advertising campaigns and manage our ad spend accordingly to ensure the biggest impact on user acquisition.
We quickly learned that many users don't like spending money to try a game. We knew that offering your app for free and using another business model like serving ads is a great way to let everyone play. To help Ant Smasher become even more viral, we decided to take another tour through the galaxy, trying a freemium approach and building a lite version.
We realized that offering our app for free lowered the barrier for users to download and try our game. Our free version of Ant Smasher went viral because players could easily recommend the game to their friends through social media sites and word of mouth.
Additionally, because we now had a lite and a paid version on the market, we leveraged the free house ads functionality in AdMob to cross-promote the paid version of Ant Smasher in the free version.
It may seem counter-intuitive, but you can earn sustainable revenues by giving away your product for free. When we offered the free, lite version of Ant Smasher to the market, we used AdMob to monetize our app with ads. Once we started looking at our revenue metrics, we realized that we were earning more revenue from the lite version. As a result, we released an update of the free version that offered the same functionality as the paid version, relying on ads for monetization.
We decided to release a free version of the app because when we looked at the metrics beyond downloads, we discovered that the bulk of our revenue was actually coming from the ads displayed in the app. In addition, free version downloads were also growing organically, fueled by buzz on social media sites and word of mouth recommendations.
Even though most of our revenue comes in through ads, our paid version of the app continues to drive revenue, too. Conversion rates for house ads advertising the ads-free paid version of the game are high, with one in six clickthroughs resulting in an app purchase.
For Best, Cool & Fun Games, it's only the beginning. We've extended Ant Smasher to the Android platform, and have been seeing fantastic growth. As we've navigated through the App Galaxy, we've been able to quickly re-evaluate our business strategy by offering the full version of Ant Smasher for free while relying on ads for revenue. Today, most of the apps in our portfolio are offered to users at no cost, and we use an ad-supported business model. Ant Smasher currently garners $2 million in annualized revenues, with 80 percent coming from ads, primarily via AdMob.
Cross-platform across television, web, and mobile channels has been key in driving downloads of The Weather Channel apps. Targeted banner ads run on the mobile web site promoting the TWC app that’s native to that device or operating system. Users of the free, ad-supported apps will see banner ads promoting an upgrade to the premium versions, where available. Additionally, users who have not downloaded the most recent version of the app will be served a banner linking them to the latest release.
We continue to leverage our television network by running on-air promotions to support new releases of our apps as well. One innovative example of this was a QR code campaign that ran on the television network, which drove direct downloads of the TWC Android app.
The on-air promotional messaging is augmented with in-show mentions and usage of our apps by our meteorologists in the field. This organic endorsement of the mobile apps is an important demonstration of the mobile products and how consumers can rely on them when they’re away from a TV or computer.
When we launched our first apps on J2ME and BREW platforms, we were earning revenue from recurring subscriptions from mobile operators. However, when we launched native apps on iPhone, iPod Touch, and Android, we had to look to other monetization models. Within a year of launching The Weather Channel app for iPhone, iPod touch, and Android, we decided to monetize our existing user base with an ad-supported model. As a result, all releases have contained ads.
We developed an ad strategy and used our existing sales force to sell mobile ad app inventory directly to advertisers. Because we already sell ads across our television network and websites, selling mobile ads in our apps was a natural extension, and helped advertisers reach their audience across three screens.
To diversify our revenue streams, we offered The Weather Channel Max app as a paid download. The premium apps feature new, innovative technology, additional functionality such as future radar and push alerts, and no ads. Premium versions of the TWC BlackBerry, iPhone and iPod Touch apps are currently available, and the premium Android app is coming soon.
To encourage repeat visits and sustained usage of our products, we build quality apps that take into account feedback from our users. This feedback is one of the most important factors that we focus on when developing the next release. We read all reviews in the app marketplaces and keep a close eye on star ratings and trends, especially after each new release of an app. Additionally, we’ve built in functionality that allows users to email bugs directly from the app.
Staying ahead of customer expectations in the hyper competitive app marketplace is very important. We measure daily download numbers and use third-party tracking to better understand how people interact with our products, and which devices and OS versions are being used by our consumers. Additionally, this tracking enables us to better understand which devices and versions are being used by our consumers. User testing is also an excellent way for our product team to gain valuable insight into how our customers use our app and our data.
With the success of the first TWC smartphone apps on Palm and RIM, we recognized the immense opportunities on other platforms. Our mobile apps were then extended to Windows Mobile, iOS, Android, and iPad in quick succession. We are in a constant state of evaluating the landscape, identifying new opportunities for growth, and refining our existing mobile products.
As we’ve become seasoned travelers through the App Galaxy, we're focusing on new initiatives- - like extending our brand to a global audience and making interactions with our content more social. Our iPhone/iPod Touch apps are available in English, Spanish, French and Simplified Chinese, and will soon be available in German, Portuguese, UK English and Indian English. And our Android app will soon hit the market in the UK, France, and Spain. Because both weather and mobile are inherently local, we are looking at ways to leverage location-based content and engage users. One of the ways we're looking at is bringing our iWitness feature to apps where users can generate their own content and share it.
We've kicked off the redesign of our first tablet app, The Weather Channel Max app for iPad. It’s exciting to see that even as we continue to build for new devices like tablets, there's no cannibalization of users. In fact, because we're offering consistent experiences across devices, we're seeing increased loyalty from our users.
2008年末「乗換案内」の iPhone 無料版のアプリケーションがリリースされました。当初は収益のことは考えず、高機能な有料版にユーザーを誘導する導線であり、また、自社媒体として活用するという明確なイメージのもと、無料版のリリースとなりました。「まずは気軽にダウンロードできる無料版で数多くのファンを獲得してから有料版にバージョンアップしていただく、というビジネスモデルは i-mode 普及の頃と全く変わっていません。iPhone経由の検索件数がパソコンでの検索件数を超えたころとほぼ同じタイミングである2010月2月に、AdMobの導入を決めました。
2009 年の夏頃から iPhone ユーザー数が急激に伸び、それに伴って無料版のダウンード数も急増してきました。 2010 年 3 月には iPhone 経由の検索件数がパソコンでの検索件数を越えたことをきっかけに、 iPhone アプリケーションのビジネス化が、社内で無視できない存在になったため、具体的に収益化モデルの検討を始めました。約 3 ヶ月間、何社ものモバイル向けアドネットワーク サービスを比較検討。最終的に AdMob をパートナーに決めた理由は 3 つあったといいます。一番大きなポイントは『自社広告が扱えるかどうか』でした。しかも他社広告と自社広告の比率を管理画面上で設定できる機能があり、そのことが決め手でした」。まず理由の一つ目に、 AdMob ではインプレッション比率をリアルタイムに設定できるため、例えば「新サービスをリリースしたので一気に告知したい」というとき、他社広告は配信を止めて 100 % 自社広告を配信する、というように柔軟に運用できることが、自社広告を重視している乗換案内には重要なポイントでした。2 つ目のポイントとしては「AdMob は、スマートフォン向けのアドネットワークとしてかなり先行していたこと。日本の広告主も既に広告出稿していましたし、広告が実際に配信されている状況を導入前に見て確かめることができました。 『貼ったはいいけど、広告在庫がない』 という時期がなく、他社広告を配信する設定にすれば途端に収益が生まれる、それはとてもよかったです」。3 つ目に高く評価されたことは、 AdMob の管理画面の使いやすさでした。「AdMob のインターフェースは非常によくできていると思います。 PC 向けアドネットワーク サービスで AdSense を活用しており、管理画面が似ていて最初からとっつきやすかったですね」。
まず一番重要視してみていたKPIとしては、ユーザー Experience がもっとも重要。お客様の使い勝手やアプリケーションの継続性を下げないところをポイントしておきました。具体的にいうと、検索結果と広告は同時に表示させません。 これはユーザーが知りたいものを最優先して表示させるために、広告表示は、検索結果よりも 0.2秒遅く表示させ、ユーザー Experience を第1に設計しています。次に重要視していた KPI としては、「自社広告経由での有料アプリダウンロード数と AdMob から得られる収益とのバランス」。 この場合有料アプリのダウンロード数が増えたとしても、AdMob からの収益が下がったことで、トータルの収益が下がっては意味ありません。そのため、自社広告を表示させる比率や時期を何度も計測します。最後に 「無料ユーザーから有料ユーザーへの Upgrade数」。もちろん 新規の Android やiPhone ユーザーからのダウンロード数も継続的にみているKPI ですが、重視しているのは、無料アプリユーザーがどうすれば、有料アプリへのバージョンアップをするかという部分でのKPIをみています。
「乗換案内」への AdMob 導入から約 1 年が経ち、現在の運用状況を尋ねてみました。「今の段階では、ちょうど有料版アプリケーションの販売収益と AdMob の広告収益が両輪になっているなという感じがします」。 経路検索アプリケーションの特性として毎日使われる反面、『またこれか』と次第に広告を見慣れてコンバージョンが低下するのは避けられません。そこにある一定の比率でアドネットワーク広告を配信していくと、コンバージョン回復のよいエッセンスになるということがわかってきたといいます。細かく運用テストをしてみた結果、100 % 他社広告でも 100 % 自社広告でもだめで、微妙な比率にバランスを調整したときに、収益性が最も高まる傾向があると感じています。最近、今はこれくらいの比率で自社広告をまわそう…とか、この時期なら AdMob の広告を増やしたほうが効果的だとか、だいたいの月間変動パターンがつかめてきたところです。
'괴도 루팡'이 세계적으로 유명한 캐릭터였고, 마침 저작권도 만료가 된 상태였기 때문에 타이틀을 Thief Lupin으로 정했습니다. 글로벌 사용자들에게 친근하게 다가가려는 목적이었는데, 다행히 이 전략이 잘 통했던 것 같습니다. 가능한 많은 사용자들이 게임을 즐길 수 있도록 Thief Lupin을 12개국 언어로 번역해 출시했습니다. 또한 음향 효과에도 신경을 썼는데, 루팡이 게임 속에서 세계 각 나라를 돌아다니며 보석을 훔치기 때문에 배경이 되는 나라의 음향을 사용해 사용자들의 몰입도를 높혔습니다. 게다가 AdMob은 글로벌 시장을 대상으로 하는 광고 플랫폼이기 때문에, AdMob을 통한 광고를 하는 것 자체로도 글로벌 사용자들에게 노출이 되는 큰 홍보 효과를 볼 수 있었습니다. AdMob 광고의 경우, 평균 USD 1,000당 4백만 impression과 0.5%의 CTR을 보였습니다. 전체 클릭 중 5%가량이 다운로드로 이어졌으며, 결과적으로 한 번 클릭 당 1달러 정도 지불한 셈이 됩니다. 이는 꽤 괜찮은 가격이라고 할 수 있습니다. AdMob을 이용하는 것은 애플리케이션을 앱스토어 상위 순위에 들어 머물러 있게 하는 훌륭한 방법이라고 생각합니다.
Thief Lupin의 품질에 자신이 있었기도 했고, 게임이 빨리 널리 알려지기를 바랬기 때문에 초기에는 무료 애플리케이션으로 출시했습니다. 우리는 사용자 트래픽이 증가할수록 수익화 기회도 늘어날 것이라고 믿었기 때문에 Thief Lupin으로 이를 시험해 보고자 했습니다. 친근한 컨셉과 쉬운 게임 방식 덕분에 Thief Lupin의 사용자 트래픽은 예상대로 빠르게 증가했고, 우리는 사용자 경험을 저하시키지 않고 어떻게 수익을 창출할 것인지에 대해 생각하기 시작했습니다. 현재 Thief Lupin은 여러 종류의 광고 네트워크와 게임화폐(보석구입) 등 다양한 수익 모델을 가지고 있습니다.
Thief Lupin은 출시 두 달도 안 되어 350만 다운로드를 기록했으며, 미국 앱스토어 1위를 비롯, 48개국 이상의 나라의 앱스토어에서 10위 안에 들었습니다. 다운로드 수 자체도 중요한 지표이긴 하지만 우리는 사용자 몰입을 나타내는 수치에 더 집중했습니다. 사용자들로부터 Thief Lupin이 중독성이 강한 게임이며, 15층 정도까지 게임이 진행되면 그만두기가 어려울 만큼 중독성이 강한 게임이라는 평가를 들었습니다. 저희는 계속 이런 반응이 나오기를 원했습니다. 현재 저희는 객관적으로 비교할 만한 수치 정보가 없기 때문에 내부적으로 계속 정보를 축적하고 있는 과정에 있습니다. 그렇지만 블루윈드의 다른 게임들과 비교해 보았을 때, Thief Lupin의 플레이 타임은 약 3분 정도로, 다른 게임들에 비해 1.5배 정도 더 길게 나타나고 있습니다. 또한 지속적인 다운로드 수와 플레이 타임이 유지되는 것에 비추어 보았을 때 출시 이후 2-4주 정도는 사용자들이 지속적으로 플레이 하게 된다고 보고 있습니다.
초기에는 iOS용 애플리케이션만을 개발했습니다. 왜냐하면 우리가 유료 애플리케이션에 집중하고 있었기 때문이기도 했고, Android는 무료 애플리케이션들에 더 적합하다고 생각했기 때문입니다. 하지만 Android가 최대 규모의 모바일 플랫폼으로 자리 잡은 이후에는 Android 버전도 만들기 시작했습니다. 더 많은 사용자들이 우리 게임을 즐기게 하고 싶었기 때문입니다. 애플리케이션 개발자에게 Android는 이제 선택이 아닌 필수가 되었습니다. 또한 우리는 Thief Lupin이 약간 난이도가 있는 게임이라 게임을 즐기는 여성 소비자들이 많지 않다는 것을 알게 되었고, 더 많은 여성 소비자들에 다가가기 위해 난이도 조절을 할 계획을 가지고 있습니다. 또한 다양한 원터치 패턴을 개발할 것입니다.
Thief Lupin은 상대적으로 긴 플레이 타임을 보여주기 때문에, 유료로 전환해 사용자들이 게임을 그만두게 하는 것보다 게임 화폐 등 다양한 수익화 장치를 마련하는 것이 더 낫다고 생각했습니다. 사용자들이 더 많은 시간을 게임에 할애하도록 하기 위해 보석 구입을 해 무기나 장비를 사 캐릭터를 꾸밀 수 있도록 했습니다. 보석은 사용자들이 게임을 계속해 나가는 데 있어서 필수적인 요소로, 게임을 진행하면서 얻게 되지만, 돈을 지불하고 구입하거나 추천앱 다운로드를 통해서 얻을 수도 있습니다. 우리의 목적은 사용자들이 게임에 더욱 몰입하도록 만드는 것이었으며, 보석을 통해 사용자들은 게임의 몰입도를 높히고, 우리는 수익을 얻을 수 있었습니다.
처음 의도했던 것은 쉬운 원터치 게임을 만드는 것이었습니다. 출시 전 사용자 테스트를 거쳤지만, 사용자 리뷰나 다른 측정 도구를 통해 나온 결과를 보면 Thief Lupin이 우리가 생각했던 것 만큼 간단한 게임이 아니라는 것을 알 수 있었습니다. 개발자로서 저희들은 사용자들이 게임을 하며 무엇을 느끼는지 알아야 할 필요가 있습니다. 예를 들어, 사용자들은 건물의 층 수에 매우 부담을 느끼는 것 같았습니다(100층). 그래서 다음 업데이트 시에는 건물의 층 수를 포함해 전반적으로 난이도를 조절하려고 합니다. 또한 Facebook 페이지를 열어 사용자들의 의견을 좀 더 많이 듣고자 합니다.
앞으로 두 세번 정도 Thief Lupin의 업데이트를 출시 할 예정입니다. 원터치 게임이기 때문에 다양한 원터치 패턴을 개발해 사용자 경험을 향상시키는 데 중점을 둘 예정입니다. 우리는 아이콘 디자인이나 각각 캐릭터들의 이름 등 세세한 디테일에도 신경을 많이 썼습니다. 잘 만든 애플리케이션은 사용자들도 알아봅니다. 지금은 애플리케이션 시장이 많이 커졌기 때문에 아이디어 자체 보다는 전반적인 퀄리티가 더욱 중요해졌습니다.
Cross Promotion unter den Apps hat maßgeblich zur Steigerung der Downloadzahlen beigetragen. Ergänzend zu Hausanzeigen in unseren eigenen Anwendungen konnten wir unseren Kundenkreis durch die Nutzung anderer mobiler Ad-Networks und Ad-Inventory erweitern. Darüber hinaus haben wir es dem User leicht gemacht, seine eigenen Erfahrungen mit unseren Anwendungen mittels Social Media, wie Facebook und Twitter, mit anderen Spielern zu teilen.
Paid promotion anhand von mobiler Werbung war eine der effektivsten Methoden, um die Anzahl unserer User zu erhöhen und Spooky House Studios in der Appszene zu etablieren. Um zukünftige Einnahmen aus Werbemaßnahmen in den jeweiligen Ländern abzuschätzen, betreiben wir vor Beginn jeder Kampagne Marktforschung, wobei wir uns auf Probewerbekampagnen in diversen Ländern stützen. Wir ziehen essentielle Erkenntnisse aus unseren Testkampagnen, die wir sodann erfolgreich bei der Vermarktung einsetzen können.
Unter Verwendung verschiedener Promotion-Methoden und durch die Auswertung der Ergebnisse der Testkampagnen, kann man nun sicherstellen, dass die Marketingausgaben sich rentieren werden. Basierend auf der Conversion Rate und den Kosten pro Installation kann man die Werbekosten selbst steuern und den sogenannten Nutzwert einschätzen. Es ist ratsam, die Werbekosten im Hinblick auf die potentiellen Einnahmen zu evaluieren, da auf diese Weise die besten Ergebnisse erzielt werden können.
Mobile Analyse ermöglicht uns eine bessere Analyse der Auswirkung der Ad Position auf die Ad-CTR in den verschiedenen Spielen. Durch kontinuierliche Kontrollen und Optimierungsmaßnehmen, die sich aus den Analyseergebnissen ableiten, ist es möglich, die Aufmerksamkeit des Users auf die Werbung zu erhöhen und gleichzeitig den Spaß am Spiel zu bewahren.
Die Entwicklung von Apps für mehrere Plattformen ermöglicht es uns, ein möglichst breites Publikum anzusprechen und unsere Einnahmen somit zu maximieren. Wir konzentrieren uns primär auf Plattformen, welche die besten Absatz- und Umsatzaussichten, vor allem bei der In- App Werbung, vorweisen. Angefangen bei iOS, nutzen wir nun die die Möglichkeit, mehr über die Welt der mobilen Anwendungen zu lernen und unsere Geschäftsfelder weiter auf Android zu erstrecken. Unser erklärtes Ziel ist zudem die Erschließung weiterer Plattformen.
Neben unserer primären Einnahmequelle, den adMob und AdSense, haben wir auch mit jeweils einer kostenlosen lite- und mit einer kostenpflichtigen Version unserer Spielen experimentiert. Die Lite-Version eines Spieles erlaubt es dem User, das Spiel zu testen, bevor er die komplette, kostenpflichtige Version erwirbt. Wir sind fest davon überzeugt, dass erfolgreiche Softwareentwickler eine Kombination der verschiedenen Vermarktungsstrategien einsetzen werden, um ihr Geschäft aufzubauen.
Wir verwenden ein Mobile-Analyse-Paket um nachvollziehen zu können, wie die User sich mit unseren Spielen auseinandersetzen. Durch die Implementierung von Event-Tracking zur Analyse der Benutzerpfade, können wir mehr über das Nutzerverhalten lernen und diese Erkenntnisse zur Optimierung und Vermarktung unserer Apps einsetzen.
Sowohl ausgewogene Marketingmaßnahmen als auch die Werbeeinnahmen haben es ermöglicht, die monatlichen Ad-Zugriffe um 300% und die Anzahl der neuen Nutzer um 250% zu erhöhen. Es ist stets darauf zu achten, dass die Einnahmen aus der App- Promotion über den Werbekosten liegen, da dies die Basis für ein profitables Geschäft darstellt. Es ist darüber hinaus sehr wichtig, die Entwicklungskapazitäten richtig einzusetzen und sich auf die Plattformen und Produkttypen zu konzentrieren, die die höchsten Renditen abwerfen.
La societa’ Il Meteo Srl nasce nel 2000 contemporaneamente al lancio del sito www.ilmeteo.it. L’applicazione mobile, realizzata nel 2009, viene promossa nella sezione “mobile” creata appositamente sul sito. Oltre alla visibilita’ sulla home page del sito, abbiamo mandato la comunicazione a tutti gli utenti registrati, all’epoca circa 350.000. Fin dall’inizio abbiamo utilizzato diverse piattaforme per promuovere le applicazioni, dando priorita’ alla nostra concessionaria che vende pubblicita’ anche sul mobile. In aggiunta i programmi pubblicitari AdWords e AdMob ci hanno permesso di realizzare campagne promozionali sia sul web sia su dispositivi mobili e all’interno delle nostre stesse applicazioni. Fin dalle prime settimane abbiamo ottenuto ottimi risultati in termini di numero di downloads dell’applicazione: il 10% di download viene dall’advertising, il 20% dal sito e il resto dalle ricerche dirette.
Le applicazioni mobile sono state lanciate in due versioni, gratuite e a pagamento come la versione HD PLUS per iPad. L’obiettivo iniziale era quello di sostenere e coprire i costi di sviluppo dell’applicazione e poi monetizzare. A obiettivo raggiunto, ancora oggi, la grande maggioranza dei ricavi proviene non dal download delle applicazioni a pagamento ma dalla pubblicita’. Abbiamo scelto AdMob per la semplicità di utilizzo (inserimento e consultazione) e per la certezza e rapidita’ dei pagamenti.
ilMeteo.it è il sito meteo più importante d'Italia e tra i primi d'Europa, ad oggi visitato da 17 milioni di italiani al mese e con 350 milioni dipPagine viste/mese (Fonte: Audiweb). Allo stesso modo e’ la più grande realtà per quanto riguarda le applicazioni meteo mobile. ilMeteo per iPhone e ilMeteo per iPad sono tra le 20 app più scaricate in assoluto su iOs. Primi incontrastati nella categoria Meteo su Android, Windows Phone 7, Blackberry, Bada e a breve su Nokia- Symbian. Completano lo scenario da primi della classe, il sito mobile per tutti i cellulari mobile.ilmeteo.it, a quello ottimizzato per iPhone iphone.ilmeteo.it.
Inizialmente abbiamo sviluppato l’applicazione mobile unicamente per iPhone, quindi piattaforma iOS. Di seguito con la venuta di Android abbiamo subito lanciato l’app meteo pergli smartphone Android e da poco è uscita quella per Windows Mobile e Blackberry . A breve uscira’ l’applicazione per Nokia su Symbian. Essere al passo con lo sviluppo delle applicazioni per tutti i sistemi operativi mobile e’ sicuramente un punto di forza perche’ garantisce la possibilita’ di offrire il servizio meteo alla maggioranza degli utenti mobile e quindi di poterli soddisfare al meglio con continui aggiornamenti e innovazioni. Stiamo lavorando per coprire tutti i linguaggi di programmazione e quindi coprire tutte le piattaforme sul mercato.