Mobile Virality

Explaining Tinder's curiously viral growth
By September 23, 2013 Read More →

Explaining Tinder's curiously viral growth

Tinder is a dating app – some have called it a “hook up app” – that allows users to scroll through pictures of potential companions and select those of the greatest appeal with a favorite / like mechanic. When two users have mutually selected each other, they are given access to a chat medium and […]

Five characteristics of a viral product
By September 16, 2013 Read More →

Five characteristics of a viral product

Virality is a simple concept to grasp but is seldom implemented effectively. For one, very few products are conceived of as viral; this is often because marketing and product development are seen as being separated by a firewall and thus the marketing implications of a product’s chosen core use case are not considered. A marketing perspective (ie. […]

Soft launch product development using the Minimum Viable Metrics
By September 2, 2013 Read More →

Soft launch product development using the Minimum Viable Metrics

Soft launching a mobile title, which is the process of releasing a game in a test market and iterating upon it based on user data, has become an integral part of development strategy for large and small developers alike. The reasons are numerous: Ratings have a significant impact on an app’s discoverability, perception, and, ultimately, […]

Two misconceptions about paid user acquisition
By February 25, 2013 Read More →

Two misconceptions about paid user acquisition

The data-driven nature of the freemium model changes the way certain functional groups interact with each other during the product design and development process. Because analytics is a revenue driver and not a cost center in freemium, it isn’t implemented after a product launch as a means to reduce losses. Rather, the initialization of analytics […]

Emerging Strategies to User Acquisition: Video from Casual Connect Panel
By February 20, 2013 Read More →

Emerging Strategies to User Acquisition: Video from Casual Connect Panel

Last week I participated in a panel at Casual Connect called “Emerging Strategies to User Acquisition”. I was honored to share the stage with Jussi Laakkonen from Applifier, Stefan Bielau, Erlend Christoffersen from Supercell, Gilad Rotem from InGaming, and Billy Shipp from Iddiction. Below you’ll find a video of the entire panel, which clocks in at […]

Minimum Viable Metrics for Mobile
By February 5, 2013 Read More →

Minimum Viable Metrics for Mobile

(Dashboard template can be found here; source code on GitHub here) In freemium mobile, my experience has been that the principles of the Minimum Viable Product as a product strategy are respected but sometimes necessarily abandoned because the concept isn’t perfectly transferable to mobile platforms. The MVP approach was designed for a platform (the web) that allows […]

Is broken app store discovery bad for the consumer?
By January 28, 2013 Read More →

Is broken app store discovery bad for the consumer?

That app discovery is broken isn’t in dispute within the mobile industry. The lack of adequate alternatives to native app store search has catalyzed the existence of a vast secondary market for mobile users; that market has become so competitive that studios without sizable balance sheets are precluded from participating in it. Industry giants are […]

The secondary market for mobile user acquisition and some strategies for gaming it
By December 27, 2012 Read More →

The secondary market for mobile user acquisition and some strategies for gaming it

In a past professional life, I wrote algorithms on a commodity trading desk for an institutional investment fund. And over the past year, I’ve come to recognize the market for mobile users (which I call the secondary market for mobile users, or SMMU) as being fundamentally similar to that of other commodity spot markets, on […]

Mobile first vs. Web first: Lessons learned from gaming
By December 12, 2012 Read More →

Mobile first vs. Web first: Lessons learned from gaming

It’s interesting to see the debate around mobile vs. web first erupt again for the consumer web (see here and here), as this topic was mostly put to bed in gaming about a year ago when the largest developers transitioned from Facebook to mobile. Zynga appears to be the last holdout on that front, as even Wooga is […]

The problem with mobile user acquisition, Part 2 of 2: Adverse Selection
By December 7, 2012 Read More →

The problem with mobile user acquisition, Part 2 of 2: Adverse Selection

Part One As I mentioned in the first post on this topic, a marketing manager knows only a few things about a user acquired from a mobile user acquisition network; one of those things is that the user was put up for sale.