Slides from talk I gave at India Internet day about App Store presence Management and Optimisation. some of the slide contains animation so they might not be rendered properly . You can download a slightly detailed version from dropbox at https://www.dropbox.com/s/fb5prvznf94x3lx/The%20India_internet_day%20_April_2014_Gurgaon.ppt

1. Demystifying App Ecosystem
By
Prashant Singh
@pacificleo

2. Co Founder : Signals
Co Founder : Mobile Monday Delhi
Part of Team at Spice Labs, Monsoon Multimedia.
Mobile & Internet Addict Enthusiast.
Who AM I ?

3. What this talk is NOT about ?

4. • No Silver Bullet
• Hindsight Wisdom: This is what worked for us
• My views not of my company or our partners

5. What this talk is about ?

6. App Store
Presence Management

7. Presence Management is
Not Just
Search Optimization.

8. Ideation / Need Estimation
Distribution
Discovery
Pricing
Search

9. Ideation : A Left Brain Approach

10. A Case Study in Need Estimation

11. Need Estimation
Observation :News Volume = User Interest

12. Conclusion : Demand is universal. All User are App Savvy.
Observation :Nokia Rich Countries Search for Nokia App
Need Estimation

13. Other Technique:
Ask the OEM App Store Guys for Gap in Content.
Google Predictive Search Suggestion.
Online Survey
Geographic Clone & Platform Clone are good ideas.

14. Test Assignment
Instapaper For Windows Phone ?
Flipboard For Windows Phone ?
Paper For Android Phone ?

15. Discovery and Distribution
Build it and Will They Come ?

16. App Store User In Flow
AppDirect
Via Web Store
push
Viral loop
social stream.
Viral Loop
email
Advertisement
Search

17. App Store User In Flow : In Numbers
Source %
Share
Destination/ Tricks /Channel Remark
Direct 58 Store/ G+ /Rating /Charts 60-30-10 , Explorer
No Fixed intent.
Web Store 6 Paly ( GCM ) Effective only in Play
Viral Social Stream 3 FB / Twitter/
Pintrest/Stumbleupon/WhatsApp
/LinkedIn
Viral Email Loop 2 Address book import Timing is the Key ,
Getamplify
Inherent Product
Virality
9 Use case , gamification ,Share
Advertisement 15% Advertisement Network CPA < LTV
Search 7
Source : Anecdotal + off the record stats quoted from executives from Leading Apps
all of us use.

18. App Store Dynamics
Understand
Evolutionary Stage
• Similarity to Pre Google Internet ?
• Search Vs. Browse
Presence
Optimization
• App Store SEO is REAL
• Chart Optimization Techniques .
• Geographic & Language Silos
• Category Optimization.
Influencing Trends
• Ride on Device Roadmap
• Identify and Align with Platform Roadmap
• Co Relation with Advertisement and Discovery .

19. Search Key Word Optimization
Find out the representative Keyword for your App .
Find top result for these key words in your store .
Aggregate store description of these apps .Create Word cloud.
Use these key words for your description.
Use Search man to Track the relative performance of your app
Vs .Competition on these key word .

20. CASE STUDY : KEY WORD COMPOSITION IN IM APPS

21. Collective Keyword Distribution for popular IM Clients

22. Quiz Time

23. ID the IM Client ?
1

24. ID the IM Client ?
2

25. ID the IM Client ?
3

26. ID the IM Client ?
4

27. Answers Ready ?

28. ID the IM Client ?
1

29. ID the IM Client ?
1
• SMS & Themes
• Offline

30. ID the IM Client ?
2
• Missing Free ? Missing Sticker ?
• Only guy with International
• Emphasis on Contacts ?

31. ID the IM Client ?
3
• Call /Voice/ Video ?
• Only guy with Photos.
• Emphasis on “Features” srusly ?

32. ID the IM Client ?
4
• Only Guy with Security
• Only guy with Cloud.

33. Surprise

35. Recommended Tools ?
• Searchman
• Google Trend
• Distimo , App Annie.

36. Advertisement As a Discovery Tactic

37. Advertisement As a discovery Tactic
• Aligning your Advertisement Dollar Geo Cluster of App
Store .
• Timing of Campaign

38. Pricing As a Discovery Tactic

39. Paid App Featuring Priority
How Bloon Made it to Top5 ?

40. Tool Of Choice

41. • Bad App Review
• GetAmplify.com
• Google Search Backlink
• Flurry , Mixpanel

42. Lessons
Which We Learned Hard Way

43. What We Believe at Signals
There is no substitute of having a good product.
There is a fine line between perseverance and being stupid.
Learn from everyone but contextualize it for your product .
Avoid cynics .Their Advise is actually their biography.
Between Culture and Competency . Culture always win.

45. Prashant Singh
Co-Founder, Signals.
Email :prashant@thesignals.net
Cell: +91-9910270434
Skype /Gtalk/Twitter: pacificleo
Feel Free to contact me at

46. Thanks .
Please Download Shifu and Tell you friends about it
www.getshifu.com