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5 questions media buyers should consider when distributing their app

Date

07/10/2020

Written by

Airnow

The app market is probably one of the most saturated markets in the world. Apple’s App Store currently has 2.2 million apps available for download, while there are also over 3 million apps available for download on the Google Play Store. Add in all the apps available on alternative app stores, and the fact that those figures are only likely to grow, and it’s clear that rising to the top of the app store charts is a monumental task for you and your app.

No matter how great your app is, without a planned distribution strategy you probably won’t make it in such a cutthroat app market. That’s why, if you really want your app to succeed, you need to ask yourself these five fundamental questions first.

1. Has my app distribution strategy got enough reach?

You can distribute apps to users in any way you want, using any distribution approach or combination of approaches that meet your needs. The first and most obvious choice is the app store, but there are many ways of distributing your apps. However, traditional methods of distribution can be unreliable; even when an interminable amount of time and money is applied. Pre-loading your device to original equipment manufacturers (OEMs) such as Samsung and Huawei can massively increase your reach instantly. Usually, only around 8-10 apps are pre-installed on a mobile device, and this low level of competition often results in higher conversion rates (up to 25% according to GetJar).

Airnow’s direct relationships with OEMs such as Samsung, Oppo, and Xiaomi which have large user bases in countries around the world such as Brazil, Russia, USA, and India can now be accessed. Utilising these portals can be your app’s ticket to success.


2. Is the app employing all the methods to increase its reach?

Push notifications also offer a much more frictionless approach to gaining app visibility. In such a saturated market as the app market, instead of waiting for users to find you organically, using push notifications is a proactive method which can gain significant traction for your app. Any user can be sent notifications which appear primarily on the lockscreen of their phones. A report from Adjust highlights the importance of push notifications for marketing of apps. The report found that up to 52% of mobile users choose to keep push notifications on their device, and they can drive growth and increase engagement by up to 88%.


3. Have I clearly defined the target market?

App developers need to explore the finer details to try and understand what they can do to keep users on their app for longer, helping to build a loyal customer base. The target market which is selected must be big enough that it can realistically turn-over enough revenue. Unfortunately, the combination of so many apps on the market and consumers who are accustomed to high-quality apps means that patience is low and uninstallations are high. This requires that developers must work out what the triggers are for their target market and what they want. An important part of this is identifying and targeting users with the highest lifetime value (LTV) (those who are most likely to spend and recommend the app to others).

Traditionally, to select the appropriate target market, metrics such as installs and downloads, cost to acquire customers (CAC), average session lengths, average revenue per user (ARPU) etc need to be observed and analysed. However, when using OEM’s to distribute your app, you have the opportunity to ensure that your app is installed on the device of your ideal user. For example, if you created a gaming app which was based around the battle royale style, using knowledge that this type of app is particularly popular in India, you could then target your app to be directly installed onto an OEM or OTA in that country. This is just one example of how utilising pre-installations on OEM’s can significantly increase your app's chances of success.


4. Is my app optimised?

As mentioned before, the iOS App Store and the Play Store can be tricky markets to get to grips with, especially as the competition is so strong. So you still need to ensure that the more traditional aspects of app optimization are in check.

In order to stay as high as possible on the app store, your app needs to be optimised to the particular store it is on. The higher the rank of your app on the app store is crucial to ensuring that your app will be a success.

Luckily for you, we have already created a concise guide that gives you the low-down on the factors affecting your app store ranking, so you can keep your app fully optimised.


5. Is the app user friendly?

The functionality of an app is another huge factor that contributes to its success on the market. Mobile consumers are notoriously fickle with their uninstallations of apps, and a poor User Experience (UX) will inevitably lead to poor performance on the app store.

Developers have to make a tough decision on whether they want to give their app a unique feel by creating it from the bottom up, or whether they would prefer to opt for a simpler, but less exciting, standard design option. Despite the limits on originality, apps that rely on a standard interface are guaranteed to have high functionality.

On the other hand, an app which is well functioning but has poor design is unlikely to be used. It may be an option to hire a designer even for a standard template, as their expertise can be used to compensate for the lack of features on the standard template. Design does not exclusively refer to the appearance of an app, it also relates to the way it is used, the way buttons work and its overall feel.

The monetization model of an app is paramount to its success as a financially viable venture. Different apps will be suited to different types of monetization techniques. For example, free-to-play games have been incredibly successful in their offer of in-app purchases.

There are many monetization options available which you can choose for your application, from free-to-play to freemium. Time must be taken to assess and strategise from the beginning to see which is going to work best. If a monetization model is selected that does not suit your app, this can harm UX and consequently affect its success.

And that is everything. Considering all these questions will give media buyers the upper hand when distributing their app. Remember to consider all of the aspects covered in this piece in conjunction in order to get the best results. For more information on the benefits of pre-installing your app directly on devices, see our Pre-Installation Solution page, or get in touch with a specialist member of our team today.


References:
https://www.appventuTop Google Play Store Statistics 2020-21rez.com/blog/google-play-store-statistics/
https://www.bitmascot.com/top-10-challenges-faced-mobile-app-developers/
https://www.ericsson.com/en/mobility-report/reports/june-2020/mobile-subscriptions-outlook#:~:text=Today%2C%20there%20are%20around%208%20billion%20mobile%20subscriptions.&text=The%20number%20of%20smartphone%20subscriptions,percent%20per%20year%20through%202025


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