Feedback on the Yahoo! Conference @ New-York

Hundreds of developers were gathered in New York so as to partake in the second Yahoo! Mobile Developer Conference. It was the ideal opportunity for them to assert their products and share their vision on mobile development. Here are some key points that succeed in drawing my attention during the conference.

Content is the key

Your application content is considered king, and this is what leads your application. We prefer to let consumers create it and then move the most out of it into the foreground. This is one way of “democratizing creativity “. In fact, it’s these same consumers who will eventually be your distribution network, where they will create and share every content available. Our role afterwards is to introduce the most popular content to users. This will not be done through the traditional “blue link”, the SEO or the SEM system, but rather through a model of sharing. Thus, traffic will begin to originate through multiple sources, including Facebook, Pinterest, Twitter, Google, etc.

Advertising or not?

Under any circumstances should advertising change or affect the user’s experience. For example, an advertisement that continues to appear consistently may inhibit one’s experience. On the other hand, experience can be enhanced by establishing a « content discovery » strategy. For example, a music application can introduce similar groups to the playing music. This allows placing an advertisement besides having the user discover some new relevant content. Moreover, the advertisement format also has its own impact: advertisements with the best format are noticed at least three times more often.

Replacement of an application

There are several reasons for which a user might tend to delete an application from his device. Yahoo! decided to conduct a study where there would be two major triggers. Generally, 73 % of people delete an application if it consumes their device battery excessively, and 51 % of people simply delete it to free their storage space.

A retention issue

We often hear acquisition strategies to acquire new users. One thing that we sometimes forget is that having a good retention rate and more interaction with users means fewer acquisitions. It is essential therefore, to convey ideas with your users through a variety of marketing channels such as Facebook, Twitter, Slack, notifications, etc. According to the same study presented above, if your application has successfully passed the 12 weeks turnover, this means that the consumer has surely decided to store the application on his device rather than deleting it.

Creating the audience

It is sometimes difficult to widen your application’s horizons to a greater length, but evidently there are some strategies that you can try out. An important aspect that must not be forgotten is that you must always incorporate sharing concepts with other social networks: remember that your users are your distribution network. Initially plan a very low-budget (as small as $10 for example) so as to fetch some users. From this moment onwards, you can start calculating everything: observe their behavior, make sure that the application works well, collect data, etc. Ask your early users how they came to know about your application so that you can clearly understand from where you may procure your traffic.

User acquisition

Creating a partnership with a leading name guarantees a higher publicity. For example, SeatGeek integrated with Yahoo! to help fans find the best discounts on sporting tickets. Another way of achieving success is to simply advertise: approximately 50 % of downloads are carried out due to advertisements inside other applications. Make sure to have a clear “call-to-action” which is more explicit. A good and satisfactory rating is another factor that must necessarily be present, comments and suggestions from potential users can therefore be viewed and read. More emphasis will have to be laid on the images / videos and the description of your application available on the “App Store”, having a rich image with a logo is therefore essential. Rely on a key sentence that clearly describes your application in a few words. For example, Snapchat uses a key sentence like “share a moment “, which describes the application’s purpose quite simply. Credibility and feelings are contributing factors that sell very well.

A few announcements in passing

  • Tumblr now has a new “in app” sharing tool which is seamless to users. The idea is to “create from anywhere, and discover on Tumblr”;
  • Yahoo! Gemini can now introduce native videos in advertisements;
  • Flurry, the analytic tool, generates 1’500’000 GB of data on 2 billion devices a day;
  • Flurry offers its metrics in real time now;
  • In two years, time spent on browsers has shown a decline in 50 %;
    • The time spent on mobiles have consequently increased by 35 %;
  • The main sectors of Yahoo! are Yahoo! News, Sports and Finance;
  • Yahoo! considers itself to be a “start-up” and wishes to innovate quickly;

Although Yahoo! is not up to the same degree as Google, Apple or Microsoft, this has made them become more aware and gain a better understanding on the market and is hence capable of concentrating on sectors that they principally dominate. Overall, the conference was quite interesting and the points that were raised were relevant and enlightening.

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