4,000 - 8,000 downloads needed to reach Top10 in the Australian app store ....
Trademob in Europe just released very interesting numbers in an infographic about what it costs to reach a top position in an app store and how many organic downloads app marketing gets plus what the paid download costs are for different European countries and the US.
Here are the most important findings and our own estimates for Australian app costs and downloads based on the Trademob data plus various multiples we applied:
Graph via emarketer and MobiThinking
Interview with Daniel Reyes, the Head of Technology at brandsExclusive - 47% mobile users showing highest conversion rates through mobile apps
1. What are the elements of the mobile strategy of brandsExclusive?
The first stage is to provide the best mobile interface to our service on the devices they use today. The focus has been on iOS apps first as our audience is heavily skewed to iOS devices over other. We have also provided a html5 mobile website for other devices. This includes providing feature parity on our apps with our website so that customers need to never visit our website if they desire.
The second stage of our strategy is to go above and beyond to provide interfaces and features that are not possible in a desktop browser environment, taking advantage of the unique benefits mobile devices provide.
It's our belief that mobile devices are the future for e-commerce, we estimated last year that by the end of 2013 most of our visits would be on mobile devices.
2. Please share a few metrics about your mobile offerings with us e.g. how many mobile users do you have? How many app downloads?
In the last 30 days, 47% of visits have been using mobile devices, approximately 30% being on our dedicated iOS apps for iPhone and iPad. In terms of downloads we are in the top 10 in the lifestyle category on the app store, over 1200 app reviews with average score of 4.5/5.
One interesting aspect is that sales conversions are the highest on our apps, with far and away the most time spent. Customers are highly engaged and also making purchases. The notion that customers still prefer to checkout on desktop browsers and only browse on mobile is not true with us.
3. What is your advice for other online retailers that are considering to build an app or a mobile site?
The answer to app first or mobile website first is not the same for everyone. We have found that building native iOS apps are in fact easier than mobile websites where cross-browser issues are a burden. Not only are they easier if you have iOS resources available but provide a far better user experience.
For us going app first was an easier choice as our audience was heavily skewed to iOS 2 years ago and even now.
So from our point of view, should definitely do both if you are in the eCommerce space. Perhaps mobile website first if starting today, but a dedicated iPhone/iPad app following closely.
4. What are the mobile trends you see in the next few years?
Quite simply, majority audience being on smartphones, feature phones to quickly disappear for most, and using those devices to connect with more people and services than ever before.
Devices to provide more contextual experiences fuelled by being an extension of our senses, those senses to continue to expand, the experiences to get better. Wearable computing to become more mainstream.
5. What are some of the coolest apps you have on your iPhone?
The download numbers of popular social media apps and messaging apps on Google's Android app store Google Play are breath-taking. While Instagram reached 1 million downloads in just 24 hours when it arrived on Android last April, now a predominantly Korean messaging service took over the home screen of 500,000 Android users within only 9 days and now already has 50-100m installs. Google shares rough download numbers for each app on its Google Play page and the classical Facebook app is currently listed with 100 million to 500 million downloads, while Facebook's Android launcher Home received 500k downloads within a week, but also a fair bit of criticism through the review function still only with 2.5 stars out of 5.
Google and its mobile hardware partners seem to have found a winning formular and it is no wonder that Apple is now under pressure. 90 percent of Korean smartphones are already Androids.... pretty much the opposite to the still Apple-dominated Australian mobile landscape.
It is amazing to watch how the internet and mobile space get disrupted by open APIs, open IDs or single-sign on solutions like google+ Sign-On, Sign in with Twitter or Facebook-Login, which already allowed social games or instagram - to just name two examples - and to grow at unprecedented rates. Most modern websites today have either a Facebook or Twitter sign-in.
In addition to the massively reduced technical entry barriers / switching costs and quicker reach of app users, the Android operating system also allows apps to play dominant roles around the whole usability of a phone and even take over the Home screen as the app launcher of Facebook demonstrates:
Looking into the future, the above means that we will see many more apps that grow at explosive rates e.g. like Instagram, leveraging a clever mix of existing authentication mechanisms, smartphone features, viral sharing through existing social network APIs plus through running a website with unique content owned by the app developer. Will Facebook and Twitter facilitate the growth of their own competition in the future through opening up so much? How easy will it be in the future to replicate a Facebook or Twitter through simply better usability and more cleverness by tapping into the smartphones of customers and enriching existing Facebook or Twitter experiences plus by introducing value-adding or completely new features that will allow the app developer to then own the user completely? Luckily the big existing social networks incl. Facebook, Twitter, Google, Yahoo+Tumblr!? or the Kakao's of the world, still have the instrument of simply acquiring fast-growing apps such as Instagram once they become too dangerous... Happy days for app developers...
If you have been familiar with the Google Analytics Profile concept e.g. you may have created a profile filter to exclude your internal company traffic from your GA reports... there is great news for you: Google Analytics now allows you to filter your profile view by some new exciting mobile and social filters. Here is a quick guide, how you can create a new profile with these filters (please note that it only collect data after the day you created it!!!
Here are all the new profile filters that you can use to reduce the amount of data in specific profiles down to very specific data for certain criteria of your visitors devices:
I set up my companies on google apps for businesses, since the solution has tremendous advantages in collaborating online and in using Gmail's comprehensive suit of tools. With only $50 AUD per year per user it is relatively cheap as well. One advantage is the compatibility with iPhones and it allows me to set up IMAP Exchange accounts for my company emails on my iPhone synching not only my emails, but also my contacts, notes and calendar entries. I recently had to delete an email account on my iPhone though and had to find out the hard way that suddenly many of my contacts were gone as well. My iPhone didn't even know the mobile phone number of my wife any more...
I did a bit of investigating and found out how to recover, export and install these lost contacts again. Here is how it works.
Hope this was helpful and you read this blog article while you still had access to your old company email account. ;-)
Interview with Futurist, Innovation Strategist and Speaker Anders Soermann-Nilsson predicting the Death of QR Codes
I had the honour to ask Anders Soermann-Nilsson a few questions about the future of mobile.
Anders (LLB MBA) is the founder of Thinque - a strategy think tank that helps executives and leaders convert disruptive questions into proactive, future strategies. As an Australian-Swedish futurist and innovation strategist he has helped executives and leaders on various continents map, prepare for, and strategise for foreseeable and unpredictable futures.
1. What mobile phone do you have and what do you love about it?
iPhone 5 - enjoy the screen, platform integration with my Apple family suite. I like how it speaks the same language as a lot of my apps and health / fitness monitoring devices, which makes the experience seamless. Most importantly it works with my main productivity tools like Hubspot, Salesforce, Gmail, Google Apps, and my travelling apps.
2. What are the last five apps you downloaded onto your phone or tablet?
Withings Health App, Zeo Sleep Monitor, Quick Scan, Moves, Pinterest
3. What were some of the most amazing mobile solutions that you bumped into during your travels around the world and that made your life easier?
4. What mobile trends will hit Australia in the next 3-5 years?
5. What will mobile phone users do differently once they sign up to high-speed internet access (4G/LTE)?
Video and visuals will keep going from strength to strength. Geo-location marketing, augmented reality and history tours in cities will become possible, and geo-specific So Lo Mo marketing can become a true (augmented reality) now that the infrastructure has started keeping up with the consumer behaviour and the tech concepts.
When I read the book "The Lean Startup" by Eric Ries on my Amazon Kindle a few months ago, I was so fascinated by the content that I actually maxed out the marks and notes feature. Yip, I reached the limit. Today I was sitting in the living room preparing a keynote speech for next week and my wife had the kindle in the bed room reading "50 shades of grey"... I know... What can I do about it? Anyways, I thought I log into my Amazon account to see if my notes were stored online as well and of course they were. What really blew me away was the cloud reader for the Kindle which not only allowed me to easily browse through my notes, but also to jump back into the book whenever I needed. Here is where you can find the feature:
Google is really starting to innovate. I already got excited by the driverless google cars and now google goggles excites me as well. Could be a game changer. Read more on and check out the
Google Glass Video Shows How It Works: http://mashable.com/2013/04/30/google-glass-instructions/
Wow - what a fun little app: Vine by Ywitter! I always wanted to make a fast motion / time lapse movie, but would have had to shoot plenty of pictures for it... how easy is this new little app that creates 6 second videos In what ever interval your finger is able to click the iPhone screen. check out one of my first ones here https://t.co/x2DuWhfRgh or on www.twitter.com/bbweb
Bjorn Behrendt is a serial entrepreneur with an extensive knowledge about online retail, payments and mobile commerce.