by SC Moatti | Publisher: O'Reilly Media, Inc. | Release Date: April 2016 | ISBN: 9781491959145

Mobile maven SC Moatti knows the odds. She knows that 50% of the mobile apps offered at the Apple App Store will never be downloaded – not even once. She also knows how the sharks in Silicon Valley beat those odds. Using specialized knowledge she's gleaned from her time working mobile at Facebook, Trulia, and Nokia, and in countless interviews with mobile's high-rollers, Moatti will help you win the game of mobile launch. Budding players with well defined ideas, in-hand prototypes, or under-performing already launched apps are best suited for Moatti's advice. Roll with her as she demos the Business Equation, the 2% Mobile Conversion Funnel, the Viral Loop and more. When play stops, you'll understand mobile methods for defining success, setting clear metrics, targeting your audience, pulling them in, hooking them, and scaling up fast. Ready? Now, don't fold. Discover the single most important success metric every mobile maker must know Watch how the AirBnB's of the world use Short-cuts, Hooks, and Layers to onboard customers fast Examine the Segmentation Matrix, a context-behavior tool that keeps customers asking for more See how Trulia made their app stand out in a crowded field by tapping mobile's unique capabilities Get the inside dope on which of the 300+ performance measurement tools you need to survive Explore Viral Loops and Marketplace Balancing: techniques that keep customers from leaving Learn to scale up smart by optimizing your creatives and your mobile marketing channelsSC Moatti is a mobile veteran from Silicon Valley. She's helped launch and monetize mobile products used by billions of people at Nokia, Trulia and Facebook. She currently runs Products That Count, a Bay Area company that advises businesses on how to leverage mobile technology. She's on the board at Opera Software; writes on mobile for the Huffington Post; and lectures at Stanford. She has an MBA from Stanford and an MS in electrical engineering.

1. Introduction 00:08:41
2. Numbers Are Your Friends 00:04:06
3. The Business Equation 00:02:56
4. Define Success Case Study: Facebook 00:06:18
5. You Try It: Business Equation 00:02:16
6. The 2% Mobile Conversion Funnel 00:13:22
7. User Acquisition Systems: Shortcuts 00:04:37
8. User Acquisition Systems: Hooks 00:02:10
9. User Acquisition Systems: Layers 00:02:19
10. You Try It: Conversion Funnel 00:01:50
11. Segment to Better Target Case Study: Facebook 00:04:28
12. Behavior-Based Segmentation 00:02:16
13. Context Matters 00:02:05
14. You Try It: Segmentation Matrix 00:01:29
15. Stand Out Case Study: Trulia 00:07:35
16. Every Market is Competitive 00:03:47
17. You Try It: Stand Out 00:03:26
18. From Mad Men to Math Men 00:04:24
19. Test, Measure, Repeat 00:06:07
20. You Try It: Test and Measure Worksheet 00:01:45
21. Viral Loop Case Study: Tango Messaging 00:03:46
22. Balancing Marketplace Case Study: Lyft 00:03:15
23. You Try It: Fill the Room 00:00:51
24. Set Up Post-Install Events 00:02:26
25. Get Your Creatives Ready 00:03:22
26. Set Up Your Media Plan 00:02:38
27. Countdown to Your Test Campaign 00:03:12