"Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it."
- H. James Harrington
You already know it is time to get serious about mobile (especially if you are marketers) when over a half of the world’s population is using mobile phones. In 2014, nearly 60 % of world population was using a mobile phone. The number is expected to reach 67 % by the end of 2019. Figuratively, it means nearly 5 billion!
Third Party App Stores will help Android to finally beat Apple. The forecasted app revenue growth from 2015 to 2020 is 3X, reaching $55.7 billion in 2020. According to App Annie, all android app stores combined will surpass iOS App Store 2017.
Last year Appland released the first App Store Subscription Club together with partners. Consumers love the concept and the sign up for the club is astonishing.
In average the life time value (LTV) is 5 times the customer acquisition cost (CAC).
The example clubs we use for this data use online ads to recruit new users. Clubs with an efficient recruitment model can expect a higher revenue return.
Consumers that want to find the perfect app also have a App Store discovery issue. A construction worker that needs an app to keep track of tools. A farmer in Nigeria that want to know the market prices. Consumers and developers don't find each other.
To define what really is the best is a difficult task. In the end it comes down to individual taste and needs. My personal perspective for all business is that what is defined as a good solution must come from the customer's perspective. The customers have jobs they want to get done, they want pains to be removed and they want to experience gains when they use a product or service.
Appland was started 2011 and at the same time telcos like Vodafone, Telefonica and Verizon closed down their app stores. Here is an important lesson to be learned when we define the best of the best.