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AppsFlyer的Ronen Mense表示，印度在应用内购买方面低于全球平均水平

在ETtech的采访中，AppsFlyer亚洲副总裁Ronen Mense谈到了全球应用经济以及它在过去几年里的变化。

AppsFlyer的Ronen Mense表示，印度在应用内购买方面低于全球平均水平 有超过400万的应用程序在各个平台iOS而且安卓如今，对于应用营销人员来说，在获得更多终端用户的同时实现盈利变得越来越困难。

这是以色列移动营销分析机构的所在地AppsFlyer在帮助应用广告商分析客户留存率和收入增长方面发挥着重要作用。在ETtech的一次采访中，Ronen MenseAppsFlyer谈到了全球应用程序经济的总体情况，以及它在过去几年里是如何变化的。

全球移动应用经济的驱动力是什么?

Ronen Mense:消费者正在推动应用经济的发展。我们与科技的接触比以往任何时候都多。我们正在创造比人类历史上任何时候都多的数据，而我们口袋里的设备是我们日常生活中最重要的东西。作为消费者，我们正在推动应用程序的参与度。

从数据上看，2016年印度手机应用市场的情况如何?你认为未来几年这个市场会有多大的扩张?

从我们观察的每一个数据点来看，Android都在主导着市场。此外，印度应用程序的购买量低于全球平均水平，而亚洲则高出全球平均水平40%。在印度，二三线城市正在推动电子商务和市场业务的大幅增长。

在应用购买方面，中国与印度相比处于什么位置?

Ronen Mense:在中国，应用内购买和整个支付生态系统都非常先进，人们正在摆脱其他类型的支付工具。例如，支付宝中国的交易数量仅次于Visa。

也许在印度，像Paytm这样的公司在不久的将来会提供每秒交易数量的数据。

提高应用留存率的最佳方法是什么?

Ronen Mense:首先，公司需要在应用上市前彻底测试应用，但事实并非如此。如果你的应用无法运行，用户不会等着你去修复漏洞;他们只会选择市场上的其他应用。

其次，作为应用开发者，你必须尊重用户的隐私。在如何与消费者互动方面，你必须非常小心。例如，如果你发送太多推送通知，就会惹恼用户，他们就会卸载应用。你还必须确保应用是有目的的，并正确地植入用户。你必须分析用户的行为并采取相应的行动。

AppsFlyer与App Annie或其他竞争对手有何不同?

Ronen Mense:App Annie不是竞争对手。我们在这个市场上是互补的。App Annie做的是存储分析，而我们做的是活动分析。

我们的平台建立在专有技术上，随着平台的发展，我们从客户那里得到反馈，并根据反馈采取行动。仅去年一年，我们在平台上发布的功能就超过了大多数竞争对手的总和。我们最近发布了卸载跟踪功能，以了解用户何时安装和卸载应用。此外，深度链接是一个非常强大的工具，我们相信它将推动应用经济的大量营销。这项技术让你能够将用户发送到应用程序内的页面。

开发者如何成功地从手机应用中盈利?

Ronen Mense:从数据上来看，只有2%至5%的用户能够盈利。如今的盈利用户基础非常小，付费用户也非常少。营销人员可以通过不同的方式从这些用户身上赚钱。一是通过应用购买，这非常直接。另一种方式是通过广告盈利，你可能会看到一个视频，然后获得一些积分，进入下一个关卡，或者点击广告，然后安装相应的应用来获得奖励。最后，我们还有现在许多应用开发者都在使用的免费增值模式。

iOS和Android哪个平台更适合开发?

Ronen Mense:与其他平台相比，iOS平台的开发难度更大。传统上，应用程序在iOS商店获得批准需要更长的时间，但现在应用程序的审批时间已经缩短至48小时。作为开发者，你的上市时间大大缩短了。对于android系统，除非存在违规行为，否则应用程序最多需要2小时才能在市场上发布。我们发现android和iOS应用的留存率几乎相同。

开发者应该如何避开应用发现?

Ronen Mense:现在很难被发现。所以你必须知道你的用户来自哪里。应用程序安装数据实际上已经死亡。在设备上安装应用程序非常容易，而删除应用程序只需要30秒。应用程序的安装对开发者来说毫无意义。我们目前正在深入研究LTV(终身价值)，帮助开发者衡量应用的终身价值。

作为开发者，什么对你来说是有价值的——一个注册用户，一个在游戏中达到86级的用户，一个在应用程序上预订了机票的人，这个价值是什么，你是如何衡量的?你需要衡量来自社交网络平台、广告网络和电子邮件营销公司的数据点，并确保它们与你的目标一致。

AppsFlyer与Facebook的合作进展如何?

Ronen Mense:我们是他们的官方测量合作伙伴，也是少数几家被允许向广告商发送设备级数据的全球公司之一。当Facebook开放手机广告或手机应用广告时，广告商的痛点仍然是如何连接到Facebook上投放广告，周围有许多人想在Facebook上投放广告，但这些广告商需要在社交网络平台之外的其他渠道投放广告。因此，在这方面，我们的技术使广告客户可以连接到一个平台，并访问整个行业。我们是Facebook MMP -移动测量合作伙伴的少数合作伙伴之一。

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\"IndiaThere are more than 4 million apps across platforms like iOS<\/a> and Android<\/a> today and it is increasingly getting difficult for app marketers to get a hold of more end customers and monetize at the same time. <\/em>

This is where Israel based mobile marketing analysis organization AppsFlyer<\/a> is playing a major role in helping the app advertisers with relevant analytics regarding customer retention and monetary growth. In an interview with ETtech, Ronen Mense<\/a>, VP, Asia, AppsFlyer talks about the global app economy at large and how it has changed over the years. <\/em>

What is driving the global mobile app economy? <\/strong>

<\/div><\/div>Ronen Mense: <\/strong>Consumers are driving the app economy. We are in touch with technology more than we have ever been. We are creating more data than we have ever done in the history of humankind and the device in our pockets is the most important thing in our daily lives right now. We as consumers are driving the engagement with apps.

In terms of numbers, how is the Indian mobile app market in 2016 and how much do you see that expanding in the coming years?

Android is dominating the market from every single data point that we look at. Also, India is below the global average in terms of in app purchasing while Asia stands 40% above the global average. In India, the Tier 2 and 3 cities are driving a lot of growth for the ecommerce and marketplaces business.

In terms of in app purchases, where does China stand compared to India? <\/strong>

Ronen Mense:<\/strong> In China, the in app purchases and the whole payment ecosystem is extremely advanced and people are getting rid of other type of payment tools. For example, - the number of transactions by Alipay China is second only to Visa.

Probably in India, players like Paytm will furnish their data in the near future in terms of number of transactions they are doing per second.

<\/div><\/div>What are the best ways to drive app retention? <\/strong>

Ronen Mense:<\/strong> Firstly, the companies need to thoroughly test their apps before it goes to market which is not the case. If your app does not work, consumers would not wait for you to fix the bugs; they will simply go to other apps in the marketplace.

Secondly, as an app maker, you have to respect the user's privacy. You have to be very careful as to how you interact with the consumer. For example, if you send too many push notifications, it will annoy the user and they will uninstall the app. You also have to make sure that the app serves a purpose and onboard the user correctly. You have to analyze the user's behavior and act accordingly.

How is AppsFlyer different from competition like App Annie or anyone else? <\/strong>

Ronen Mense: <\/strong>App Annie is not a competitor. We rather complement one another in this market. App Annie does store analytics and while we do campaign analytics.

Our platform is built on proprietary technology and as our platform grows, we get feedback from customers, and act according to that. Last year alone, we released more features on our platform than most of our competition combined. We released uninstall tracking recently to know when users install and uninstall an app. Moreover, Deep Linking is a very powerful tool that we believe is going to drive a lot of the marketing going forward in the app economy. This technology gives you the ability to send a user to a page inside your app.

How do developers successfully monetize mobile apps? <\/strong>

Ronen Mense: <\/strong>Statistically speaking, only 2 to 5 percent of the users ever monetize. The monetizing user base is very small and the paying users are very small today. There are different ways marketers can monetize these users. One is through in app purchases which are very straight forward. The other way is through ad monetization wherein you will probably see a video and then get some points and go to the next level or click on an ad and then install the said app to be rewarded. Lastly, we have the freemium model which many app developers use nowadays.

Which platform is better for developing - iOS or Android? <\/strong>

Ronen Mense:<\/strong> It's more difficult to develop on iOS compared to other platforms. It's traditionally taken more time for an app to get approved on the iOS store, and but now the app approval has gone down to 48 hours. As a developer, your time to market has shortened significantly. For android, it takes a maximum of 2 hours for the app to get released in the market unless there is some violation. We found that retention of apps in android and iOS is almost the same.

How should developers get around App Discovery? <\/strong>

Ronen Mense:<\/strong> It's very difficult now to get discovered. So you have to know, where you are getting your users from. The app install data is effectively dead. It's so easy to get an app installed on the device and it takes 30 seconds to remove it to. The app install is meaningless to a developer. We are working on deep initiatives right now in what we call LTV - Life time value and helping developers to measure life time value of an app.

What is valuable to you as a developer - a registered user, a user who has gotten pass level 86 in the game, someone who has booked the flight on the app, what is that value and how you are measuring that? You need to measure those data points from social network platforms, ad networks, and email marketing companies, whatever it is and make sure that they are aligned with your goals.

How is AppsFlyer's association with Facebook going? <\/strong>

Ronen Mense:<\/strong> We are an official measurement partner for them and one of the few global companies who is allowed to send the device level data back to the advertiser. When Facebook opened their mobile advertising or mobile app ads, the pain point remained as to how an advertiser could connect to Facebook to be able to serve ads and there are many folks around who would like to advertise on Facebook, but those advertisers need to advertise on other channels apart from the social networking platform. Therefore in this regard, our technology enables an advertiser to connect into one platform and access the entire industry. We are one of the few partners under Facebook's MMP - Mobile measurement partner. <\/div><\/div>
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