Competitive Analysis - at the stage of idea validation and at the expansion/growth stages

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

2. Mobile Marketing Agency
www.comboapp.com
2
1.6MM
1.5MM
According to Priori Data
2011 2012 2013 20142010
1,500
k
1,250
k
1,000
k
750k
500k
250k
0k
Google Play Amazon AppstoreiOS App Store
Total number of apps. July 2015

3. Advertising costs
are going high

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

5. Mobile Marketing Agency
www.comboapp.com
07
According to Comscore MobiLens, 2014, U.S., age 18+, monthly average
34,5%65,5%
8,4%
8,9%
6,2%
3,7%
4,8%
2,4%
0 Apps
Any
Apps
1 App
2 Apps
3 Apps
4 Apps
5-7 Apps
8+ Apps
Smartphone Users’
Number of App Downloads Per Month
The neverending battle for engaged users

6. Mobile Marketing Agency
www.comboapp.com
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. Mobile Marketing Agency
www.comboapp.com
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. Mobile Marketing Agency
www.comboapp.com
9
1. Identifying key competitors
● Target audience
● Graphics quality
● Level of details
● Storyline (for games)
Tools and services: App Annie, Xyo, Priori Data, manual research
● 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)
Quantitative analysisQualitative analysis
Goals: Identify main competitors and review their metrics

10. Mobile Marketing Agency
www.comboapp.com
10
Tools: Similarweb
Growth tip: analyze competitive app’s traffic sources

11. Mobile Marketing Agency
www.comboapp.com
11
Tools: Similarweb
Growth tip: analyze competitive app’s traffic sources

12. Mobile Marketing Agency
www.comboapp.com
12
2. Accessibility analysis
● 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)
Goals: Check coverage of competitive products

13. Mobile Marketing Agency
www.comboapp.com
13
Growth tip: Look for non-evident stores

14. Mobile Marketing Agency
www.comboapp.com
14
3. Traffic pattern analysis
● Check “Featuring”
● Paid ranking boosts
● Trafc sources analysis (Similarweb)
Tools and services: AppAnnie , Similarweb
Goals: Identify any signifcant changes in ranking to try to correlate with
the app promotion activity
Duolingo shot up to the top fve
apps in Apple's App Store
immediately after getting featured

15. Mobile Marketing Agency
www.comboapp.com
15
Growth tip: optimizing app size impacts organic downloads

16. Mobile Marketing Agency
www.comboapp.com
16
4. Media relations analysis
● 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 ofine
events
● Researching developer’s communication with
users via user reviews (for Google Play)
Goals: Link the ranking dynamics and mentions in certain media releases
or media events

17. Mobile Marketing Agency
www.comboapp.com
17
Growth tip: Free list of media outlets
Submit.co
> 500 contacts listed

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

19. Mobile Marketing Agency
www.comboapp.com
19
6. ASO (keywords and visuals) analysis
● Comparing app titles and
keywords used in title
● App Icon analysis
● Screenshots analysis
● App preview video trailer analysis
Goals: Researching key elements of ASO and main areas of user interest
● 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. Mobile Marketing Agency
www.comboapp.com
20
Growth tip: Free ASO test tools
Rater.localytics.com (iOS)
AppTweak (iOS and Android)
Tools and services: Sensortower, MobiledevHQ, AppTweak

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

22. Mobile Marketing Agency
www.comboapp.com
22
8. Key product features analysis
● Main features developers are proud of (often in description, screenshots)
● Features mentioned in user reviews
● Features mentioned in media outlets / press
● Push notifcations
Goals: Identify development team’s focus

23. Mobile Marketing Agency
www.comboapp.com
23
Growth tip: you can analyze competitive push messages
Use Batch.com/insights
Tools: Batch.com/insights

24. Mobile Marketing Agency
www.comboapp.com
24
Build marketing strategy according to your product
1.
2.

25. Mobile Marketing Agency
www.comboapp.com
25
Build marketing strategy according to your product
1.
Think about your product / market ft and customer’s
expectations instead of just thinking in terms LTV / CPI2.
3.

26. Mobile Marketing Agency
www.comboapp.com
26
Build marketing strategy according to your product
Build marketing strategy according to your product
1.
Think about your product ftting into market and customer’s
expectations instead of just thinking in terms LTV/ CPI2.
Don’t try to repeat competitor’s success story
without knowing their fnancials3.

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

28. Thorough research is a key to
success
Mobile Marketing Agency
www.comboapp.com
28
Ofce Suite Free reached highest positions on
the App Store in its category. Specifcally for
iPad Business by countries:
● #2 in Germany,
● #2 in Italy,
● #2 in Spain,
● #3 in France,

29. completed
projects
happy
clients
worldwide
partners
years of mobile app
market expertise
740 247 2406

30. Ask me a question
Now or later!
Sergey Kanishchev
Director of Product Growth
Mail: skanishchev@comboapp.com
Skype: skanishchev.comboapp
Cell: +38 063 424 88 85