Prathamesh Muzumdar

Publishers today have to think beyond the ordinary to keep up with their competition. With millions of apps, there is uncertainty about their app success. So, why does this uncertainty lingers among app publishers? The answer is simple, after spending thousands on user acquisition in free to play (F2P) market; only 1 percent users prefer to spend their money.  Most publishers depend upon in-app purchases and in-app advertising to monetize their application. The remedy to stabilize monetization depends upon user engagement, which eventually leads to higher impressions. In the last few years, it has become necessary for publishers to retain their users to capitalize on ad monetization and increase their eCPM. As user retention is a linchpin to eCPM, it becomes necessary for the publisher to understand player lifecycle. What happens after the acquisition? The answer to this question can help solve many problems. One should look for ways in which he can not only retain and engage ...

A few years back nobody thought that China would go on to become one of the world’s largest gaming markets, and yes, that did happen. Today, Chinese mobile game industry revenue is $7.7 billion which is up from $6.1 billion in 2015. As a suprising fact the Chinese revenue is $0.4 billion more than the US revenue set at $7.3 billion. How is this possible? The reason behind this growth is the increase in the number of subscriptions and growth of the 4G network. With the upcoming launch of 5G in 2019 and the falling price of Smartphone brands, it is precise that the increase in mobile ad spend budget in China is reasonable. According to a report from Newzoo , China will become world’s number 1 mobile gaming market by 2018 with colossal $11 billion revenue. China covers about 31% of the mobile games installed worldwide and the users from eastern Chinese coast consume the largest share of mobile game downloads. The regions of Guangdong, Jiangsu, and Zhejiang are among the top three. Use...

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 i...

With the growing mobile subscribers in Asia- Pacific, advertisers have started making mobile content a priority. Users spend an average 6 hours on the non-voice application on their mobile. Advertisers usually use data analytics and robust metrics to understand user behavior. This strategy helps them to monetize on their campaigns effectively as the content they push out helps them to retain customer attention.  Mobile Ad through video format has been the dominant form of media consumption in Asia- Pacific, though standard format shares the same amount of users like that of video format. In North America, the most dominant media format is standard followed by video format. The results from eMarketer indicate only one thing that the Asia- Pacific is the future for in-app video advertising and advertisers have to understand the nature of content that users would like to view on display in an app. As much information is not available on the reason for the use of video ad...

With the continued dominance of the traditional media like TV and newspaper in the APAC countries, the print media and TV commercials dominate the share of the ad spend budget. The light at the end of the tunnel is visible if advertisers tend to break free from the conventional route and add more to their digital spending. The good news is that the recent 4G migration and inclusion of live LTE networks have enlightened the digital media market.  4G adoption began with China, Japan, and South Korea and they were the first runners to exclusively adopt 4G with adoption rates faster than Europe and US. As the 4G revolution began, so did the rise in the use of mobile device, as per GSMA Intelligence 2016 report , APAC had 2.5 billion unique mobile subscribers with a forecasted value of 3.1 billion by 2020 and 4.5 percent CAGR for the term 2015- 2020. GSMA expects that the connections will grow to 5 billion by 2020 bringing in $471 billion revenue for the mobile operators.  GSM...

The phenomenon of app snacking comes from the word snacking, which appeared for the first time in the retail segment . Many retailers were facing the aftermath of "appification" whose core effect was transforming the web-based online market strategy of the retailer to app based sales tactics which included understanding new shopping venues. The new sales venue was a broad term that could include everything from new shopping habits to new sales tactics to sorting out buyers. As per Raj Aggarwal , app snacking is a prolific behavior where people are seen to log into several short sessions within several apps in one day. The short sessions are independent of app categories. Many users go through multiple apps which are relevant to their preferences and mood. Mostly, short sessions are used to glance over personal news feed, pics, short messages, emails, etc. App snacking provides enough information to the user from their short session login, but remains a languishing agent fo...

Mobile advertising is a promising venture to dwell into as it remains noninvasive and less out of context . The noninvasive nature and interest relevant ad make consumers more persuasive towards the mobile ad, thus helping advertisers to reach more consumers in their targeted market segments. Mobile advertising has recently occupied a significant chunk of ad spend budget worldwide. USA has the highest projected ad spend with $57k million, followed by China ($40k) and the UK ($11k) for the year 2018. eMarketer estimates that between 2016 and 2019, the mobile ad spend will nearly double by hitting $195.55 billion and accounting for 70.1 percent total digital ad spend and more than 25 percent of total media ad spend.  There lies a big difference between Chinese and the US market where China has the highly fragmented mobile ecosystem with different consumption habits and preferences. The share of mobile brand- awareness ads in China is on the rise with a recent 11 percent increase...

In this world of millions of apps, the chance to make even a thousand remains an impassable dream. The path to success is convoluted with exorbitant solutions to the questions that are beyond one’s imagination. To start this conversation, the first thing to understand is what makes people download an app? And what it takes to keep them engaged? The later would be to have an effective campaign which can oblige a consumer to subscribe to your service or produce an urge to make an in-app purchase or to make them watch a video Ad. Localytics in their recent study has found that 25 percent of apps are only one-timers and 58 percent of users churn out in the first month followed by 75 percent in three months . Now, these numbers may make you take a step back with your entrepreneurial ambitions, but remember good campaigns always start with well-planned strategies. Raj Aggarwal , CEO and Co-Founder of Localytics and a veteran of analytics, in his recent industry byliner has stated that...

In the last few years, the mobile ad industry has grown tremendously in Asia-Pacific (APAC) region, though mobile users adapt to mobile use for basic functionality , in recent years the scope of mobile has gone beyond messaging and phone calls. With the 4G launch in many countries and its accelerating migration accounting for more than 600 million subscribers at the end of 2015, it is precisely clear that Asia- Pacific region has become more data centric.  According to the GSMA Intelligence 2016 report , Asia- Pacific had 76 live LTE networks, accounting for 18 percent of the world total and 20 live VoLTE networks, 45 percent of the world total. The APAC countries such as South Korea, Japan, and China have been early leaders in 4G adoption with adoption rates faster than Europe and North America.  The rise of the 4G network has given rise to the exclusive use of mobile device, which is just 8 percent (88 percent) behind desktop device (96 percent) for non-unique service s...