According to Fiksu, the cost per loyal user has also risen significantly between 2012 and 2014, with said cost finally hitting an all time high last month of $2.23 per user, making June 2014 the most expensive month on record for user acquisition.
The cost of app marketing is on the rise, with data collected by marketing outfit Fiksu showing that the cost of acquiring a loyal user has increased by 9 percent year-over-year since 2013 to $1.97.
The cost per install has also risen, shooting up by 44 percent on Android and 16 percent year-over-year on iOS.
“The July Fiksu Indexes reflected the typical slowdown of summer behavior but confirmed that underlying app marketing costs are still rising consistently year-over-year,” said Micah Adler, CEO of Fiksu.
The cost of getting a loyal mobile user fell 9 percent in July compared to the previous month, but that’s only a little bit of a breather for mobile app developers and publishers, according to a report by mobile marketing firm Fiksu.
The cost per loyal user, or one that opens an app three times, was $1.97 in July, down 9 percent from $2.23 in June. However, there’s not a lot to celebrate, as the costs were still at the second-highest monthly level in the four-year history of the Fiksu indices. And the July costs were up 9 percent from a year earlier.
“The main challenge is the same as it is for any app: acquiring users,” said Tom Cummings, director of account management for U.S. apps at Fiksu. “In addition, though, they may have a challenge around setting expectations for what the app will provide.
Sneaker maker adidas has launched a mobile application that allows users to customize their next sneaker order with a photo taken on their mobile device.
The miZX Flux app is an extension of adidas’ longstanding efforts in customization through its mi adidas program, which allows consumers to order sneakers that are specially created for them with colors they choose. MiZX Flux is an example of an app developed especially for a specific campaign to generate buzz around a brand.
Apple doesn’t break out the sales of individual products within the iPad and iPhone lines, but according to mobile marketing firm Fiksu, the iPad Mini was the second most-used iPad as of April. More impressive than the sales is the fact that Cook has been able to keep Apple’s margins impressively high while adding new production costs.
When Steve Jobs stepped down as Apple’s CEO on August 24, 2011, the company’s future was anything but certain. The tech giant had become the most valuable company in the world just weeks before, thanks to a decade’s worth of wildly successful new products like the iPod, iPhone and iPad. The disruptive devices were credited almost exclusively to Jobs’ genius, and consumers as well as Wall Street analysts wondered whether Tim Cook, his soft-spoken successor, could guide Apple even higher.
Fast forward three years and Cook has proved his doubters wrong. This week, he got quite the anniversary gift when Apple’s stock reached an all-time high, largely because of strong recent earnings reports and anticipation of the iPhone 6, rumored to be announced this fall. Apple’s new share price high is a sign investors are buying into Cook’s vision for the companys’ future, which looks different from Jobs’s.
Craig Palli, Chief Strategy Officer, Fiksu: "The sky isn’t falling: the app economy is simply evolving and maturing. Mobile usage keeps hitting new peaks – with apps leading the way. ComScore’s recent US Mobile App Report reports that the majority of all digital media consumption—52%—is now in-app. When it comes to new device shipments, mobile devices are outpacing laptops and desktops by almost a factor of 7– 2 billion to 300 million."
What’s going on here? Has the app economy hit a ceiling? What can the industry do to stimulate growth? We asked the mobile community for their thoughts. Here’s what they said.
Marketing platform player Fiksu reached a total of $100 million in revenue since its creation in 2010, fuelled by rising demand for targeted, optimised mobile advertising.
The company has now gathered data from three billion app downloads and 3.5 trillion marketing events. It has profiles for almost 60 per cent of smartphones and tablets globally, equating to around 1.7 billion devices.
Fiksu’s programmatic mobile demand platform delivers the “world’s largest mobile media inventory and advanced optimisation” to more than 800 publishers, promoting more than 2,300 apps. Customers include Coca-Cola, Disney, Dunkin’ Donuts and Groupon.
Data-driven mobile ad tech company Fiksu, has announced that is has surpassed $100 million in revenue, driven by the growing demand for targeted, optimized mobile advertising.
Fiksu has been accumulating and analyzing device-level data about the actions loyal mobile app users take like launches, registrations and in-app purchases since 2010. Their data bank now includes profiles of nearly 60%of all smartphones and tablets shipped worldwide.
“Fiksu’s roots have always been in data and now, in our fourth year, the sheer mass of data we have accumulated delivers massive scale and unmatched targeting to businesses and agencies seeking to optimize their mobile advertising results,” said Micah Adler, CEO of Fiksu. “The future is incredibly bright for data-driven mobile advertising.”
Micah Adler says, "The five most important secrets of Fiksu's success is hiring a great team. We hire people with great intellectual horsepower who have low egos and enjoy working with others. We have a fantastic culture of transparency, openness, no offices, flat organization structure, and no office politics."
One of the most successful startups I interviewed for the book is Fiksu (the word means smart in Finnish). Since the company started selling in 2010, revenue has grown 216 percent, from less than $1 million to $100 million in a mere 3.5 years, with only $17.6 million in venture capital.
Speaking of smart, Fiksu's CEO, Micah Adler, loves algorithms, to develop procedures for solving difficult problems. After his undergraduate degree at MIT, he went on to earn a Ph.D. from Berkeley and win tenure as a computer science professor at UMass Amherst before quitting to start a company.
Chris Shuptrine, senior director of new markets for Boston mobile app marketing firm Fiksu, said he believes the impact of Facebook’s like policy change won’t have much of an impact on most apps, except those that have relied heavily on Facebook to acquire users.
Facebook Inc. (NASDAQ:FB) is changing its policy for apps and pages, barring developers and publishers from providing content in exchange for likes. The recently announced policy change applies to app developers that integrate any part of their app or website within the Facebook platform.
The Facebook developer policy page says the rule change is expected to take effect on Nov. 5. At its core, the platform policy change is designed to prevent apps from “farming” Facebook likes by providing features such as in-game currency or blocking access to an app based on whether a Facebook page is liked.
In a crowded mobile market, how do you ensure your new app stands out? Start with a soft launch says Craig Palli of Fiksu. Palli offers his tips on how to gather the data you need to make impactful changes ahead of a major release.
So you want to launch a mobile app? Well, you’re not alone. But the process is easier said than done, and you shouldn’t hit the ground running without some careful preparation. If you want to get it right and successfully monetize your app, there are some key steps you can take to achieve your desired results. The most effective of these is a soft launch.
A soft launch allows you to isolate success factors and problem areas in your app through a controlled release in a test market. In fact, independent research shows that about three quarters of game publishers use a soft launch before launching new titles, and the technique works for other types of apps, too. If you bypass this step and release your app to a broad market without any testing, you risk jeopardizing your desired results.