Download - Deepika bajaj Deja vu all over again
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MOBILE USERACQUISITIONUNLOCKED
"Deja-vu All over Again? How Sustainable is this Current App Ecosystem?”
Deepika Bajaj
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Who am I?Name: Deepika Bajaj
Mobile, Digital, Gaming enthusiast
Favorite Quote: Be the change you want to see in the world
Business Philosophy: “Business is what concerns us. If you care about something enough to do something about it, you’re in business.” – Richard Branson
Passion: Build something that transcends generations
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Less than 0.01 percent.
That’s how many consumer mobile apps
will be considered a financial success by their
creators at the end of 2018, according to new
research from Gartner Inc.
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Marketers are having trouble creating the next BIG BANG
• Mobile is different
• Ubiquitous browser cookies are not available
• User attention is short
• Audience is fragmented
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• 20 percent of mobile games get opened once and never again.
• 66 percent have never played beyond the first 24 hours and indeed most purchases happen in the first week of play.
• Amazingly only around two to three percent of gamers pay anything at all for games, and even more hair-raising is the fact that 50 percent of all revenue comes from just 0.2 percent of players
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NumbersStorytell
our
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Brace yourself for the mobile user acquisition bloodbath this holiday season
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But how could profit be generated from a marketplace in which average install prices
exceed average lifetime customer
values?
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The dangerous seduction
of the LTV formula
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EPIC FAILURE
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Is it an
$200M in sales
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The Problem with mobile advertising
isn’t mobile, it’s advertising
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Missing INTIMACY FACTOR
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THE APPSTORE IDIOCRACY
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Advertising in apps is still not a
viable option
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Crushing It
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Remember the times…
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The EVIL Reality…
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Businesses have to make money…
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Normal Law of Economics
Mobile business and app stores in particular haven't
suspended the normal laws of economics.
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Are we Naïve?
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“It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.
- Mark Twain
Library of Congress, Circa 1907
“
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The BIG Picture – A New Gaming Ecosystem
Building an experience that’s not
an isolated experience on a
given device but part of a bigger experience
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déjà vu…The Big get Bigger….
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The REAL Question?
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How can you make your business timeless?
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The tyranny of lowest price
Designing something that says, "this isn't the cheapest, but it's worth it."
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“Business is not about formality, or winning, or
the bottom line, or profit, or trade, or commerce, or
any of the things the business books tell you it’s about. Business is
what concerns us. If you care about something
enough to do something about it, you’re in
business.”
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Thank You
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APPENDIX
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Network OptimizationOne of the biggest challenges within mobile advertising is finding the right balance between traffic volume and traffic quality.
Hourly TargetingIn order to drive campaign performance, it’s important to understand when your users are most active.
Optimizing for the Right KPIIn many cases, there’s a larger time gap between the click and an in-app action than there is between a click and an install.