Enhancing app user lifecycle: A path to effective phubbing

In this world with infinite apps and a million different options for your interest, it is hard for a publisher to survive with its competition. With each new app, it has become hard to differentiate between apps and to capitalize on the technology to make revenue. As the consumers get overwhelmed with options, it becomes a challenge for developers to come up with innovations to stay ahead of others.

Innovation is not the only option that a developer should seek for improvement, but he should also look into the consumers’ behavior to improve the player lifecycle. Apart from understanding the player acquisition and retention, a developer should ardently try to understand the adoption and engagement criteria on which the player’s tenure with the game depends.

It is important to look beyond buyer personas created from insights from CRM and web analytics data. General demographics and psychographics have been the base for marketing segmentation for the last decade, but with the rise in mobile use and more personalization options, it is hard for developers to catch up to the changing needs of the consumer. 

49 percent mobile users prefer mobile games for app snacking, spending short sessions of user logs over single and multiple games. Understanding consumer’s preference and delivering upon their expectations are few challenges to overcome for developers. 

Innovation is a time-consuming process and a costly affair, getting into this non-experiential venture with an uncertain ending can be speculative or rewarding, either way, we won’t know how it will work. For developers, the best bet on this would be to enhance player lifecycle. Freemium always has been the killer, where one cannot understand the value of the acquisition. The freemium model gets us into the hindsight where you can only evaluate the channel, when you lose the user.

Enhancing the player lifecycle can be an uphill battle, but a developer can achieve this if he can understand a player’s engagement better, also personalizing the player’s journey in the app is an important aspect starting from installation to first use to in-app purchase. Creating custom campaigns from consumer insights can help publishers to drive in-app purchases. Overall, its not about the app, but the aspects of player lifecycle which makes the app unique.

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