appesp goes gold
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by October 2010
Chris DeVore, CEO + co‐founder [email protected] hAp://www.appstorehq.com (206) 801‐1080
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App discovery is a hard problem; Android Market isn’t helping
“ Discoverability is a problem that has long plagued the world of mobile applicaRons. The issue worsens with each new Rtle added to Apple’s App World and Google’s (not‐yet‐as‐massive) Android Market.
…the problem of discoverability will only grow worse before ge7ng be8er. ”
Colin Gibbs, How Carriers Can Crack the App Discoverability Nut, GigaOm, Oct. 9, 2010
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App discovery engine for Android* Personal, social, on‐device
• AutomaRc – no user input required
• Personal + Social – informed by your – and your friends’ – currently installed apps (social data via Facebook Connect)
• Relevant – staRsRcally generated app‐to‐app affiniRes based on install/uninstall data among all parRcipaRng users – individual recommendaRon sets enhanced with fresh AppRank* + social data for maximum relevance
• Always on – handset app data is polled daily – recommendaRons are recalculated several Rmes/day – background noRficaRons are delivered weekly (or at user‐defined intervals)
* appESP recommendaRons engine and methodology are patent‐pending IP created by AppStoreHQ. See Appendix for AppRank methodology details.
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User installs applicaRon, opts‐in to background (on‐device) app discovery and registers at AppStoreHQ
AppESP polls on‐device memory for currently installed applicaRons and passes that data securely to AppStoreHQ servers
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How does work? (1 of 4)
Install + opt‐in Acquire data
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How does work? (2 of 4)
StaRsRcal relaRonships among apps are idenRfied via a “collaboraRve filtering” algorithm (the same approach used by Amazon and Neklix to generate product recommendaRons)
We generate individual sets of app recommendaRons for each user, with a “boost” applied for: a) Apps with high current
AppRank score, and b) Apps used by friends (for
users who register via Facebook Connect )
4 3 Find paAerns Recommend
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Users are noRfied of new recommendaRons via the on‐device NoRficaRons shuAer
RecommendaRons can be tuned via the “Like / Dislike” buAons shown in the app detail view
Users buy recommended apps directly from Android Market or other approved source
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How does work? (3 of 4)
Discover…
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Facebook is built into appESP’s user‐experience and recommendaRon engine.
Each user’s social graph is mapped and used to boost app recommendaRons.
appESP also shows users what apps their friends have installed and liked.
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How does work? (4 of 4)
…with friends
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product status
• ProducRon app available now – Go to hAp://www.appesp.com or search for “appesp” in Android Market
• Fresh app recommendaRons are being generated daily based on: – 1B+ app‐to‐app relaRonships – 200K+ app‐to‐content matches – 50K+ individual user profiles
• The appESP recommendaRons engine is also available to authorized licensing partners via cloud API
AppStoreHQ is acRvely seeking distribuRon partners for the AppESP engine among leading wireless, retail and consumer media players
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Company Details
• Company: Mobilmeme, Inc. • LocaRon: SeaAle, WA • Founded: April 2009 • CEO: Chris DeVore, [email protected] • CTO: Ian Sefferman, [email protected] • Lead Investor: Founders Co‐op (SeaAle)
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APPENDIX
AppRankSM by
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How does AppRank work? (1 of 2)
ConRnuously index Android Market to maintain a current database of all published apps
Monitor hundreds of online publishers, plus social streams like TwiAer and Facebook, to idenRfy influenRal reviews and commentary about Android apps
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… …
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How does AppRank work? (2 of 2)
Follow every link in discovered content – including shortened URLs and redirects – to match app menRons to published apps
Several matching approaches are used, including: • Android package name • Developer website URL • AppBack widgets • Manual validaRon
Several Rmes a day, force‐rank all listed applicaRons based on an algorithm that takes into account: • The number of discovered menRons for each app • The relaRve authority of each menRon (using both 3rd‐party sources and internal quality scoring methods) • The recency of each menRon (adding decay so older menRons maAer less than new ones)
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