New Fiksu Indexes Analyze App Rank Competitiveness and Costs for Mobile App Marketing

BOSTON, July 28, 2011 /PRNewswire/ -- Fiksu, Inc. (www.fiksu.com), the industry's first mobile app user acquisition platform that spans the entire mobile ecosystem, today unveiled two Fiksu Indexes created to help mobile app marketers benchmark their performance against industry averages. The Fiksu Indexes examine two distinct aspects of mobile app marketing which fluctuate from month to month: 1) competition for rank in the app stores, and 2) the cost to acquire loyal users(1). Between March and June 2011, the Fiksu App Store Competitive Index found that the Top 200 free U.S. iPhone apps had an aggregate average of 4.34 million downloads per day. In addition, the Fiksu Cost per Loyal User Index determined that the average acquisition cost per loyal user, for brands who proactively marketed their apps, was $1.08.

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Mobile app brands can use the data and insights from the Fiksu Indexes to gauge how their app's marketing performance stacks up against the industry at large and to understand how dynamics – such as iOS upgrades, sales of mobile devices, advertiser demand and ad network/publisher inventory – impact business goals. The indexes can illuminate why an app's rank may have slipped one month due to spiking volumes of downloads among the Top 200 apps in the U.S. Or, it could help explain how limited ad space might cause loyal user acquisition costs to creep up.

Key data points from the first Fiksu Indexes, which spanned March to June, include:

• App Store Competitive Index: April 2011 was the most competitive month–the Top 200 ranked free iPhone apps amassed an aggregate average of 4.610 million downloads per day. In May, this dropped to 3.78 million downloads per day but in June rose again to 4.505 million per day (a month in which Apple reported one billion total downloads).
• Cost per Loyal User Index: The index reported a steady increase: from $0.94 in March to $1.10 in May and $1.27 in June.

To read Fiksu's full analysis, visit http://www.fiksu.com/resources/fiksu-indexes.

"The Fiksu Indexes provide app marketers with actionable and insightful data that illustrates the sheer numbers of downloads needed to compete for rank and the industry dynamics at play – so they can make more informed marketing decisions," said Micah Adler, CEO, Fiksu. "For example, what we saw during March through June was the net effect of Apple's ban on incentivized promotions causing a dip in volumes and a premium in marketing costs. Still, loyal user marketing remains more cost-effective than download campaigns or basic cost-per-click ad buys."

Data for the Fiksu Indexes was sourced from almost two billion mobile app actions – such as app launches, registrations and in-app purchases – recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform. The Fiksu Indexes will be published monthly. Future indexes will analyze the Android market. More information can be found at http://www.fiksu.com/resources/fiksu-indexes.

About Fiksu

Fiksu, Inc. is a new marketing technology company. Fiksu™ for Mobile Apps is the company's first solution designed to help mobile app brands on iOS and Android platforms achieve their business goals faster and more cost-effectively. Based in Boston, Mass., Fiksu – which means 'smart' in Finnish – is venture-backed by Charles River Ventures. The company was born from Fluent Mobile, developer of the Fluent News™ app. More at www.fiksu.com and on the Fiksu blog.

(1) A loyal user is defined as someone who opens an app three or more times.

SOURCE Fiksu, Inc.