Business of Apps Podcast Business of Apps

Today, of all business models the subscription model is the one that rules the world of mobile apps. Long gone the times when you hear the word subscription in a conversation about mobile apps you could only think of apps for content streaming or online media. Today subscription apps are everywhere.
On this episode, Léa will share with you best practices for subscription apps monetization. She will cover things like product-market fit, language-market fit, framing the prices, and more.
Today’s Topics Include:
Léa's background
Monetization benefits for subscription apps
Product-market fit: what it is an how to achieve it
Language-market fit
Framing the prices
Building trust
How to prevent users churn for subscription apps
Takeaways
Android or iOS?
Leaving her smartphone at home, what features would Léa miss most?
What features she would like to see added to her smartphone?
Links and Resources:

Léa Samrani on LinkedIn

Business Of Apps - connecting the app industry
Quotes from Léa Samrani:
"So, you know, it's not enough to have an amazing idea and an amazing product. You also need enough people that think this is a great idea and a great product. So you need enough of the market as well for it to work. So those are the three things that I think are very much like minimal at least that you really need to start getting some level of product market fit and start building traction. And then there's how you measure that, which is some decent activation and engagement metric, you know, around activation and maybe retention. And if your product have some sort of habituation into it, you can also look at things like stickiness."
"In a way before subscription app, one of the best way to get new customer was a referral. It was the word of mouth. You trust a lot more when a brand or a product, when it's endorsed by someone you trust. The exact same principle applied to subscription app."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/

London – 25 Apr 2024
NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

We passed the Equinox a couple of weeks ago - the spring is here and, in kind of celebrating spirit, I want us to take a look back at 2023, a bird-view on the app industry via the one and only State of Mobile report from Data.ai.
The app industry is on scale of millions of apps used by billions of people, apps permeate the entire world economy. By now, you just can’t find an industry that hasn’t been influenced by mobile.
Competition is high, new technologies emerge and from time to time we all need to take a step back and take a holistic view on the industry to check out on the trends and understand how well we fit into this picture.
Today’s Topics Include:
Lexi Sydow's background
Big data points from the State of Mobile 2024 report
How much time people spent in mobile apps in 2023
How much money people spent in mobile apps in 2023
Apps vs. games - where do people spend more time?
Mobile advertising growth year over year
AI & Mobile - the increasing popularity of ChatGPT4
The influence of Generative AI on top apps growth
Top Apps & Games of 2023
Links and Resources:

Lexi Sydow on LinkedIn

The State of Mobile 2024 report
Data.ai
SensorTower
Business Of Apps - connecting the app industry
Quotes from Lexi Sydow:
"We saw 257 billion app downloads in 2023 alone, which is a roughly flat year on year. And that's sort of what we'd expect to see given more maturity in the market. These are completely net new installs. And it equates to about almost  half a million downloads every minute is what that equates to you globally"
"$171 billion being spent across iOS, Google Play and third party Android stores in China. So the top five markets are China at $52 billion being spent alone. That actually is down 10% year on year. Number two is the U S, up $45 billion, and that's up 6%. Japan at 18 billion is our number three kind of market on mobile, up a modest 1%. "
"And in 2023, we saw $64 billion annually being spent in the non game sector, and that has grown roughly 6.5 X from 2016, where it was only $10.3 billion. So just a huge growth in like the last seven or eight years there. " 
Host
Business Of Apps – connecting the app industry since 2012
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/

London – 25 Apr 2024
NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

It’s 2024 and we are all suppose to talk about Generative AI 24/7 but remember what was at the center of attention for so many app marketers before the ChatGPT arrival? Right - TikTok and marketing your apps on TikTok. Well, the platform, despite a number of looming threats for it to be banned, most notably in the US, is there and thriving.
Today, I have Inna to share her best practices for doing app marketing on TikTok.
Sponsor
This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!
Today’s Topics Include:
Inna's background
What is Hily and how it is different from other dating apps
Hily's framework to work with TikTok as an app marketing channel
Work with Creators on TikTok to run influencer marketing campaigns and TikTok Ads
Targeting on TikTok Ads
Hily's approach to ad creatives for app marketing on TikTok
Android or iOS?
Leaving her smartphone at home, what features would Inna miss most?
What features she would like to see added to her smartphone?
Links and Resources:

Inna Sumovska on LinkedIn

Hily website
Business Of Apps - connecting the app industry
Quotes from Inna Sumovska:
"So I would say, first of all, before I start to answer the question, you need to understand that there is still a difference between TikTok and other social media. Because Tiktok is not like a regular social media. You don't go to TikTok to check TikTok. You go to TikTok to have fun, to entertain, to educate yourself. So that's why TikTok, this is like the world leading entertainment platform for short videos. And this is all about the community. So that's why to be the part of this community is to collaborate with those guys, with the Creators."
"From my point of view, there is still a difference when it comes to influencers and creators, because influencers they like influence and creators they create. So and this is actually a difference because when we began working with creators on TikTok, we wanted to adjust our experience of working with influencers on Instagram, and we were focusing on, for example, on those guys who have like some number of followers or something like this. But then we understood that TikTok it's like it's not really matter how many followers you have, since your content is entertaining. So that's why we were thinking maybe, like, the number of followers is not really important. Maybe we need to focus on those guys who can create something that our audience will pay their attention to."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/

London – 25 Apr 2024
NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

This week we have another bonus episode for you, this time it’s the recording of our recent webinar with Colin Contreary, Head of Content at Embrace, app performance analytics platform.
Right now we use and rely on so many apps in our daily life, we don’t even register when you use all those apps - it’s just how you connect with your family, do your banking, getting around in a city, shop for a variety of things and so on. When all those apps do work we are happy, when they crash they drive us nuts.
Sponsor
This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!
In this episode:
✅  Identifying pain points✅  The battle against app crashes and ANRs (stands for Application Not Responding)✅  Case studies
Links and Resources:

Colin Contreary on LinkedIn

Embrace website
The 2024 Mobile Developer Pain Points Report
Business Of Apps - connecting the app industry
Quotes from Colin Contreary:
"And so once they were started using Embrace, when they got user complaints, they were able to immediately look up the full user experience and see what exactly the issue was."
"They're able to put out a hotfix for deep linking issues and hotfixes if they surface new crash patterns, which understandably happen when you have such a surge in interest during that big event. And so the end result of being able to immediately dive into those user experiences is that they were able to maintain 99.99% crash free rating, which is already incredible outside of a big event like Black Friday."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/

London – 25 Apr 2024
NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

Every change in the app ecosystem, especially when it comes to tools and solutions introduced by Apple or Google, goes through a cycle - first you get a mix reaction, some people are thrilled, some are shaking their heads and rolling up their eyes, then they learn to adapt to this change - you can complain as much as you want but you aren’t in a position to cancel it, you need to adjust your workflow to move forward.
So back in 2018, Apple released the SKAdNetwork and ever since it became a hot topic for endless discussions on conferences, chats on Reddit, as well as internal discussions in app marketing agencies, app development teams and so on.
Today, we have Pablo to update you with what you need to know about SKAN 4.0 this year.
Sponsor
This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!
Today’s Topics Include:
Pablo's background
What is Admiral Media
What's new in the SKAN 4.0 update
Common mistakes marketers made with SKAN 4.0
Admiral Media's approach to SKAN implementation
The role of Generative AI at being more efficient with the SKAN 4.0 framework
Pablo's wish list for the SKAN framework
What Pablo would like to change about mobile tech the most
Android or iOS?
Leaving his smartphone at home, what features would Pablo miss most?
What features he would like to see added to his smartphone?
Links and Resources:

Pablo Pérez González on LinkedIn

Admiral Media website
Business Of Apps - connecting the app industry
Quotes from Pablo Pérez González:
"I have seen so many people reducing is investment in terms of user acquisition budgeting or just pausing completely the use acquisition on iOS devices because they didn't know how SKAN worked, right? So that's definitely something I don't recommend. Because if you proved that those users were working for you before, meaning that they were converting into revenue, then why not still acquiring  iOS  users, right?"
"I have been using Generative AI in a few ways. The easiest answer would be it's helpful for Conversion Volume Mapping, right? But my experience says it's not there or it's not at a level I would expect yet."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/

London – 25 Apr 2024
NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

We live the world of smart things - smart homes, smart cars (and I don’t mean the Smart car brand from Mercedes, in general - fleets of electric vehicles from Tesla, Rivian, Polstar and so on that are full of high tech that makes them smart). The list wouldn’t be complete if I wouldn’t mention, right - smartphones and apps.
Before late 2022 we thought we saw it all and than ChatGPT happened - boom! People who didn’t follow AI research and development (meaning the majority of population) were shocked by what it was capable of doing and quite frankly they haven’t seen what it can do for science and medicine yet, mostly the focus has been on generation of text for marketing, online publication and so on.
In this episode, we have Günay to talk about AI potential for mobile advertising and app marketing.
Today’s Topics Include:
Günay Aliyeva's background
What is Gamelight
Günay's thoughts about the state of AI and Generative AI in particular
The role of AI in mobile advertising
How does AI fit into mobile app marketing
The cons and externalities of AI in mobile advertising and app marketing
What Günay would like to change about mobile tech the most
Android or iOS?
Leaving her smartphone at home, what features would Günay miss most?
What features she would like to see added to her smartphone?
Links and Resources:

Günay Aliyeva on LinkedIn

Gamelight website
Business Of Apps - connecting the app industry
Quotes from Günay Aliyeva:
"And it's going to get just easier for image and video makers to perform better and to get better results and put their focus on something more strategic and something where we actually do need human input. You don't need actually a human  to sit and click so many times to create them. So it's it's just much easier for UA managers to do their job and perform better if they have all of those tools in hand."
"There's always a need for a human who will direct it in the right direction and know how to implement the outcomes or what kind of data needs to be input to get what kind of results."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/

London – 25 Apr 2024
NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024