32: WGE MAG
started promoting the app, the downloads quickly dried up: over the course of two months, we went from thousands of downloads per day at the launch to less than 50 downloads per day. When we started promoting the app, we found that, working with several different ad networks independently, it was costing us about $3.00 to generate downloads for the Fluent News Reader. However, over the course of six months of taking a very algorithmic approach to the efficiency of mobile marketing, we improved that cost to less than $0.30. We were also able to get our app to #1 in Apple’s App Store for our category (News), and stayed there for almost two months. This is particularly impressive when taking into account the fact that we were competing with very well- known brands, such as WSJ, NYT, USAT, NPR and others.
We immediately recognized we were on to something and that the technology we had developed could help mobile marketers supercharge visibility, create volumes of downloads
Before we wrap this up Micah is there anything you’d like to add about Fiksu?
I’d like to close by sharing a customer success story that may be of interest to your gaming readers: By all accounts the market for mobile apps is exploding, and within that red- hot space none is hotter than the game app. With over one hundred thousand apps in the free Game category in the Apple App Store, mobile games are multiplying at lightning speed.
But no matter the ingenuity, dollars and hours that go into building the next “killer” game app, there is no guarantee it will be seen, let alone downloaded or used, amidst the skyrocketing number of choices. Without massive downloads to drive visibility, and no control over app store real estate, how can you ensure that if you build it, they will come?
William Volk, CCO of Playscreen LLC, whose modern mobile twist on an Italian classic reached the coveted overall top 10 list within two weeks of launch, said, “We knew that Bocce-Ball was a great app, but we also knew we would be challenged to cost- effectively achieve the kind of app store prominence that’s necessary to compete in the game category. Fiksu played a critical role in getting Bocce-Ball noticed.”
Bocce-Ball notched over a half million downloads in its first two weeks and achieved top rankings in the US, Italy and other markets all at a low
and build a loyal user base for their apps. The fruit of this labor is Fiksu for Mobile Apps, the industry’s only mobile app loyal user growth platform.
And that, as they say, is only the beginning. The core technology and proprietary algorithms deployed in our current platform have far-reaching potential for other forms of mobile content and emerging app store environments. Stay tuned.
What are the next steps for the company? At Fiksu, we’ve built a culture of innovation, communication, collaboration and support. We are 50+ strong, and are rapidly growing and looking for smart, passionate, energetic people to join our team. As I mentioned previously, the core technology and proprietary algorithms deployed in our current platform have far-reaching potential for other forms of mobile content and emerging app store environments. So stay tuned for new developments from Fiksu!
What are your ambitions for the company? We want to become the number one partner that app brands turn to in order to meet their mobile marketing goals.
Finally for all the Finns in the Industry who I know are always happy to have people introduced to their language - Fiksu means Smart in Finnish- why did you choose a Finnish word? The name Fiksu which means smart in Finnish is a play on my own Finnish roots. My mother’s side of the family is all Finnish, and I spent a significant portion of my childhood in Finland.
cost per download.
** Micah Adler: An academic turned prolific technology entrepreneur, Micah Adler combines rich industry insight with complex technical knowledge as the president, CEO, and founder of Fiksu. Previously, Micah was CEO, president, and co-founder of Adverplex, a search engine marketing (SEM) optimization company. His research in algorithms, probabilistic analysis and combinatorial optimization helped the company develop innovative technology to drive profitability for multi-million dollar SEM campaigns. Micah was also the co-founder, president and board member of CourseAdvisor, which was acquired by the Washington Post Corporation in 2007. He has served on the boards of directors for more than 10 Boston-area startup companies.
Micah Adler was also a tenured professor of Computer Science at the University of Massachusetts, Amherst. He has authored more than 50 widely cited publications; holds multiple patents; and has served on numerous academic review committees, program committees and editorial boards. He received his BS from the Massachusetts Institute of Technology and his PhD in theoretical computer science from the University of California, Berkeley.
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