deepika bajaj deja vu all over again

MOBILE USERACQUISITIONUNLOCKED

"Deja-vu All over Again? How Sustainable is this Current App Ecosystem?”

Deepika Bajaj

Who am I?Name: Deepika Bajaj

Mobile, Digital, Gaming enthusiast

Favorite Quote: Be the change you want to see in the world

Business Philosophy: “Business is what concerns us. If you care about something enough to do something about it, you’re in business.” – Richard Branson

Passion: Build something that transcends generations

Less than 0.01 percent.

That’s how many consumer mobile apps

will be considered a financial success by their

creators at the end of 2018, according to new

research from Gartner Inc.

Marketers are having trouble creating the next BIG BANG

• Mobile is different

• Ubiquitous browser cookies are not available

• User attention is short

• Audience is fragmented

• 20 percent of mobile games get opened once and never again.

• 66 percent have never played beyond the first 24 hours and indeed most purchases happen in the first week of play.

• Amazingly only around two to three percent of gamers pay anything at all for games, and even more hair-raising is the fact that 50 percent of all revenue comes from just 0.2 percent of players

NumbersStorytell

our

Brace yourself for the mobile user acquisition bloodbath this holiday season

But how could profit be generated from a marketplace in which average install prices

exceed average lifetime customer

values?

The dangerous seduction

of the LTV formula

EPIC FAILURE

Is it an

$200M in sales

The Problem with mobile advertising

isn’t mobile, it’s advertising

Missing INTIMACY FACTOR

THE APPSTORE IDIOCRACY

Advertising in apps is still not a

viable option

Crushing It

Remember the times…

The EVIL Reality…

Businesses have to make money…

Normal Law of Economics

Mobile business and app stores in particular haven't

suspended the normal laws of economics.

Are we Naïve?

“It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.

- Mark Twain

Library of Congress, Circa 1907

“

The BIG Picture – A New Gaming Ecosystem

Building an experience that’s not

an isolated experience on a

given device but part of a bigger experience

déjà vu…The Big get Bigger….

The REAL Question?

How can you make your business timeless?

The tyranny of lowest price

Designing something that says, "this isn't the cheapest, but it's worth it."

“Business is not about formality, or winning, or

the bottom line, or profit, or trade, or commerce, or

any of the things the business books tell you it’s about. Business is

what concerns us. If you care about something

enough to do something about it, you’re in

business.”

Thank You

APPENDIX

Network OptimizationOne of the biggest challenges within mobile advertising is finding the right balance between traffic volume and traffic quality.

Hourly TargetingIn order to drive campaign performance, it’s important to understand when your users are most active.

Optimizing for the Right KPIIn many cases, there’s a larger time gap between the click and an in-app action than there is between a click and an install.