Independent mind working on mobile growth. Not Ex-GAFAM. madv.io
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Marketing 101: I've had this awesome "features vs benefits" pix from @UserOnboard pinned since 2017.
Here's my additional 2cents:
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Google's iOS apps release cycle before & after Apple asks to disclose privacy labels.
Thie pattern is probably just a coincidence. We all know "transparency forms the bedrock of [their] commitment to users"...
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I've worked remotely for 5+ years, and I still have no idea how people get any shit done from a public café
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Google under @sundarpichai:
an army of Nelson Bighettis
In the own words of an 18-years Googler:
"Google's culture eroded. Decisions went from being made for the benefit of users, to the benefit of Google, to the benefit of whoever was making the decision. Transparency
I don't know anyone at Google who could explain what Google's vision is. Morale is at an all-time low. If you talk to therapists in the bay area, they will tell you all their Google clients are unhappy with Google.
The lack of trust in management is reflected by management no longer showing trust in the employees either
Much of these problems with Google today stem from a lack of visionary leadership from Sundar Pichai, and his clear lack of interest in maintaining the cultural norms of early Google. A symptom of this is the spreading contingent of inept middle management."
ln.hixie.ch/?start=170062737…
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Apple finally decided to start enforcing guidelines on selling location data
via @jeromep1970
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Apple is now recommending the "Blinkist paywall" cc @tooaverage
source (7.00) developer.apple.com/videos/p…
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It took only 12 years to breaking labour law being corrected...
Uber to pay drivers a minimum wage, holiday pay and pensions bbc.in/3eLplf6
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I may (finally) launch an app marketing newsletter ✉️.
Ping me in private to get episode 1 and provide feedback 🙏🏻
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1991 @EpicGames founded
2012 Tencent buys 40% for $330m
2018 (Sept.): $15b valuation
2018 #Fornite alone will make $3b profit
techcrunch.com/2018/12/27/ep…
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Online travel earnings:
- Expedia (-22% yoy): "incremental weakness in SEO volumes"
- Tripadvisor (-28%): "incremental SEO headwinds. Google has gotten more aggressive .. pushing its own products & siphoning off quality traffic"
- Booking (+10%): "headwinds in the SEO channel"
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"ATT optin at 4%!"
Mainstream media: 🙌
AdNetworks: 😬
Apple: 🤝
Facebook: 😰
Google: 🖕
Industry insiders: 🤦♂️
Advertisers & publishers: 🤷♂️
Users: 🤕
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In the last 10 days, @Instagram received over 2.7 million iOS ratings in the US, more than the last 7 years combined
#ASO: Instagram got 2m ratings in a week with the "new" 6-months old iOS prompt
medium.com/@clementdelangue/… by @clementdelangue via @guenard
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Thx for the RT @DuckDuckGo.
Society needs more people to #ComeToTheDuckSide
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"It’s Apple’s internet now. It can’t be overstated how monumental of a change Private Relay represents ... Private Relay is a foundational transformation. There is no real open web if access to the internet is gated ... by the device manufacturer"
mobiledevmemo.com/its-apples…
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Some days, I get a severe impostor syndrom feeling... Then I read most posts/webinars from my industry and feel quite better. Nobody has a clue, really. The love my long-term clients give back also helps going into crunch mode and enjoy. 🙏 #ilovemyjob
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On Android, less than 2000 gaming companies make $1m+ yearly. The top100 generate roughly 3/4 of all revenue.
Assuming the distribution is similar on the @AppStore overall, halving the fee for <$1m publishers is an "almost free" PR move that helps indies & early stage. 👏
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#ASO Earthquake! 💣
As I unveiled as early as October, Google is now dislosing visitors, installs, buyers & "retention" at query level from Organic search in the Play Store. ASO game changer! 🔥
asostack.com/aso-earthquake-…
Story by @growth_stack's @vaspab
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#ASO earthquake! Google will soon unveil installs per search term in the Dev. Console Acquisition report, and split Search vs Browse!
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#ASO: Instagram got 2m ratings in a week with the "new" 6-months old iOS prompt
medium.com/@clementdelangue/… by @clementdelangue via @guenard
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Apple is trying to replicate the #Pmax scam...
...without post-install conversions 🤣
This makes zero sense but to fill inventory
9to5mac.com/2024/03/11/repor…
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The uber con is completed. A few SV bros cashed in billions offloading their inflated stock, now subsidies have to stop: drivers get a worse pay than when they drove real taxis, and users pay higher prices.
Thus, Horan's conclusion that "Today, Uber is offering much worse service at much higher prices than the traditional taxi industry that it had 'disrupted.' 32/
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Duolingo paywall is no less than 4 screens in a row
•social proof
•benefits
•free vs "super"
•surprising lack of header elements on screen #2
•14 day trial
•"Blinkist trial screen"
•yearly only unless "view all plans"
•3x free and 1x questionable "0.00€" CTA
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Google knows which ads impressions are fake in its exchange, but keeps selling them for a profit without saying so, except to Facebook
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130b downloads, +10%
$112b store revenue
ARPU x4.8 higher on iOS
want "downloads": go on Play
want business: go @appstore
@AppAnnie forecast in TC
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Wow, Apple just dropped a 💣
@appstore's "Small Business Program": half the store fee for businesses earning under $1m yearly! #15%
apple.com/newsroom/2020/11/a…
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"Subs apps are hard"; extracts from @revenuecat's State of Subscription Apps
-1.7% install to paying subscriber
-75+% of trial starts on day0
-tria to paying subs dropping from 40.5% to 37.3% (iOS 39%, Android 28.5%)
-Year1 renewal rates are not only low (17%!) but dropping hard, for yearly subs (-13%) and monthly (-14%), miles away from VC guidance
-A quarter of churn is due to billing errors
-10% of churned monthly subs resuscribe within a year
$0.35 realized LTV at day14 in the US, $0.08 WW...
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according to @chamath "Startups spend almost 40 cents of every VC dollar on Google, Facebook, and Amazon" s3-us-west-2.amazonaws.com/s…
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I agree with @eric_seufert to say the FT charts about ASA marketshare is being *vastly* misinterpreted, as many industry insider reported in private.
I already had to justify to a CMO why we aren't spending 50+% of our mix on ASA 😰
mobiledevmemo.com/how-has-at…
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.@GoogleAds rep today: "it's important to avoid campaigns limited by budget" 🤦♂️
Meme (c) Yamil Amed Abud
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Quality of life over money goals: Spain is the #4 best country to live in as an expat, with "83% of foreign residents saying their overall wellbeing had improved"
elpais.com/elpais/2019/07/05… data HSBC in @elpaisinenglish
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"Retention is everything"
With significantly less ad spend and similar downloads figures, Lyft is on track to overtake Uber in the US...
blog.apptopia.com/lyft-is-on… Data @apptopia via @TessRachel
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"My first 3 months on the iMessage App Store": $0.003 per install
medium.com/@genadyo/my-first… by @genadyo
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If you get imposter symdrom when prepping a prezo, remember this is what an 11-digits company slides look like
(via @WorkMJ)
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It does require some concentration to read, but @eric_seufert's latest article on digital advertising mechanics, the role of targeting & conversion optimization, is a masterpiece.
Must read for anyone working directly or indirectly with ads
mobiledevmemo.com/digital-ad…
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Retention is the core success metric on mobile. Top25% games average barely 4% after 28days
Data @GameAnalytics
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#Tencent ownership in games [1/2]
Riot Games 100%
Comsenz 100%
Miniclip 100%
Supercell 84%
Epic Games 48%
PocketGems 38%
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"In the first 18 months of your business, A/B test are almost never a good use of your time"
@louisnicholls_´s anti A/B test framework:
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.@blinkist "honest free trial paywall" test:
+23% trial enrollment
-4% trial cancellation
+55% satisfaction (=reputation)
Bonus point: Huge motivator to opt-in PN!
uxplanet.org/how-solving-our…
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.@calm
40m installs
1+m paid subs
$100+m ARR, 10x in 24 months
#1 top grossing H&F worldwide
50 employees (x2 in 2019)
74 NPS
400+k 5 star iOS ratings
Profitable
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2022 H1 App stores consumer spending: $65b
• AppStore $43.7b, +5.8%
• PlayStore $21.3, -7.4%
Pretty clear where efforts yield better outcomes.
Data @SensorTower
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Fairly opposite correlation between what people think will reduce their carbon footprint, and what actually does
Pix @FT
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"#ASO: the game has changed"
My slides from @asoconference
slideshare.net/ThomasBCN/aso… #asoconference
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4 years and 300 invoices later, I'm getting my 2nd client who doesn't pay (solid) delivery. Part of doing business I guess... At least this time I saw it coming 😏
most proud of? The other 300 I enjoyed & learned from. 🙏
most ashamed of? Not naming those 2 suckers publicly 😔
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Q3 App stores consumer spend
iOS gaming -10%
iOS non-gaming: +9%
Play gaming: -17%
Play non-gaming: +15%
Data @SensorTower
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The meditation apps hype is gone
First downloads tanked (-70% vs 2020), then with a long lag. IAP revenue
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"How Duolingo pushes users from freemium to premium"
uxdesign.cc/how-duolingo-pus… by @Rhoggmascall
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#Chess is cool again, thanks to Netflix's The Queen Gambit
Impact of a popular TV show on app downloads by @Apptopia's @AdamBlacker25:
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"In the short term, growth comes from acquisition
in the long term, growth comes from retention"
+1 on @parsa_s
medium.com/parsa-vc/retentio…
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2018 publishers by app store revenue
#1 Tencent (CN)
#2 Netease (CN)
#3 Activision (US)
Data @appannie
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Massive Subs apps benchmark drop by @RevenueCat
Come for the figures
Stay for the insightful quotes!
State of subscription apps 2023 🔥
revenuecat.com/state-of-subs…
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"Anatomy of a paywall — How to design a mobile paywall that converts" by @MichalLangmajer & @kubachour #SubsCRO
uxdesign.cc/anatomy-of-a-pay…
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Apple's “App Review team reviews more than 100,000 submissions per week, and reject approximately 36,000 of those submissions,” Timothy Powderly in @washingtonpost
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Impressive August store revenue for @strava (more than all of 2019!), on a strong upward trajectory since putting subscription "at the center" in April 2020
data @appfigures
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Any subscription business who is actually getting hurt by the #click2cancel rule should be depoly ashamed, STFU and be very grateful to be allowed to escape fine & jailtime for what they did for so long
Yes, Planet Fitness itself is lobbying against the Click to Cancel rule. thebignewsletter.com/p/lina-…
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Zoom is now bigger than Uber (with 10x less employees and 10x less the baggage)
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The "viral tiktok" trend is refreshing to give indie distribution. ASO, SEO, AIO & referrals don't
What those repurposing this tactic don't tell you:
-effort is higher than it looks
-gazillion views leads to limited revenue
-it looks like shit
-not scalable
-not sustainable
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Remote working is nice 🤝
Living in a nice place is priceless 🌴
Pix from the fam visiting last week 🥰 while I spent my time on slack, email, twitter & github:
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iOS AppStore behaviour
- 33% scroll screenshots
- 7.5% play video (4% complete)
- 2% expand description
Data @Storemaven from 50m users
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I've published my 50-slides deck on Lifetime Value from last week's @appgrowthsummit BCN
linkedin.com/posts/thomasbcn…
#LTV
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Youtube has now 80m paid subscriptions, up 60% yoy
The aburd level adload on the "free" version makes it pretty clear you either pay, or don't use the service
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Remove gaming revenue, and that's how the iOS vs Play revenue split look like. I'll let you guess which color is which.
No wonder many indie go iOS only, while established subs apps accept the burden of supporting the Android ecosystem only to grab organic & virality increments.
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Subs apps enabling tool @revenuecat closes its $40m Series B
•6k apps
•$1b in tracked subs revenue
•$300m val
•30 full remote headcount, ft. the awesome @MrJefago!
@jeiting, what are you going to do with this money?
-"Help developers make more money, of course"
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