The evolution (past, present and future) of mobile apps and the App Store
summary
Argues that reducing install friction drives measurable growth: Google shows a 10 MB APK drop raises store conversion ~1.5%, and a Try Now instant APK (<10 MB) delivers the playable experience ~50× faster (about 1.5s vs 7 minutes). Apponboard builds these instant demos with no developer work, and case studies report gains: Hothead +19% new acquisitions, OneSoft +30% installs in Germany, Jam City up to +30% day‑1/7 retention. Focus is on instant gameplay and shrink‑file strategies to boost acquisition and retention.
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chapters (16)
- 0:00App Store evolution intro
- 1:02Origins of the App Store
- 2:05Market dynamics tech advances
- 3:32User behavior shifts
- 4:56App distribution friction
- 5:40Google Play Instant Try Now
- 7:15Try Now demo Guns of Boom
- 8:41Try Now impact conversion
- 10:47App Store present Try Now
- 11:50Google Play Games services
- 12:53New market routes trends
- 13:15Pre-launch campaign effectiveness
- 14:18Word-of-mouth Try Now
- 15:21Future-proofing App Store
- 16:44Reducing friction for all
- 17:29Q&A
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