There are some brilliant mobile apps created by startups in recent
years, the biggest challenge for all of them is discovery….Google’s Android has over 700,000 apps in Play Store. Apple’s iOS App
Store has over 700,000 apps. Assuming these were unique, as a
entrepreneur, your startup has to fight with over 699,999 competitors on
user’s smartphone, who on an average has only 65 apps installed.
Another trend, many users regularly uninstall apps they do not use;
once uninstalled – it is very unlikely they will install it again!
Building a successful startup requires two skills – building a product and marketing it.Turn around and look at web – what are the ways you can get your start
up discovered – Natural Search, Paid Search, Display Marketing (Advt
based or Behavior based targeting), Social, Email Marketing and so on.
Most of these is very flexible, you can do it all. On mobile, there is only one mode of discovery that works – Mobile
Advertising. Its still not a easy mode of advertising; far expensive;
spray and pray approach as its not intent driven (remember – no one is
asking for your app!) like Google Adwords and extremely less efficient
since its end result is not landing page with one-click sign-up, but its
downloading the app, registering the user and retaining him as well.…Glance through the smartphone and check the apps you are most actively
using. Its Facebook, Twitter, Gmail, Evernote, Quora and so on. These
are essentially web first, mobile later products. Effective Mobile Strategy is simple – get your product right on the
web, acquire initial users, iterate your product (fast), get it right
quickly, ensure engagement is in place. Once you have users engaged on
the web, they will see value in your product to download your app and
stay connected.
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