Superstar Apps: What Are Native App Preloads and Why Do They Matter?

Sep 27, 2019
By: Marissa Camilli

In the world of entertainment, everyone loves a showstopper — but it’s often what goes on behind the scenes that makes a superstar appear so faultless in the eyes of their adoring public. It’s exactly the same in the equally glitzy world of smartphones. Sure, your latest model smartphone with its Dynamic AMOLED display, multiple lens camera and Octa core processor (what does this even mean?) is pretty impressive but it would be nothing without its apps.

The fact is, regardless of the specification of your device, it is the various apps installed on your smartphone that make it truly useful. If we weren’t able to access our email, our social media, various media players, games, news, weather, shopping app, health trackers, etc., etc., and the list goes on and on, there would be little point of actually owning a smartphone.

The device might be the “headline act” at the moment of unboxing but without the “supporting cast” of the apps hosted on the phone’s home screen, its moment in the spotlight is going to be limited.

Superstar Apps

Smartphone manufacturers know that their “superstar” devices have to share some the spotlight with a “chorus line” of app developers to create a real buzz about their devices. This is why new devices always come dynamically installed (preloaded) with high-quality apps that users can engage with from the moment the stage is lit (or the device is powered-up).

For many smartphone owners, that moment of unboxing would be unimaginable without seeing their favorite apps lined-up and ready to go. It’s also important to remember when half of all smartphone owner never download an app from an app marketplace like Google Play, the moment of unboxing might be their only opportunity to shine.

Wannabe Apps

Apps that aren’t available during the premier performance of a device have to fight for their place in spotlight and fame and fortune don’t come easily. This is especially true for apps hoping to make it big via traditional routes to market.

It’s not enough to have talent, app developers and marketers must constantly optimize their app listings and throw a ton of money at campaigns to ensure they, at the very least, stay visible. For every app that makes it, there are many more “wannabes”.

Become an Overnight Success

Success in the app game is very much like show business. It’s all about being seen by the right people, in the right place, at the right time. For ambitious app developers, this isn’t amongst the crowds of wannabes, it’s up there on the main stage with all the other app superstars (thing Gmail, YouTube, Facebook, etc.).

Preloading creates the opportunity to position your apps on specific devices or mobile networks ensuring you get the audience you deserve. Preloading focuses the attention on your app at the moment of maximum device engagement – the unboxing. This is the moment when users want to be impressed and see exactly what they can do with their new device. If your app performs well on this debut performance, it stands a much better chance of future engagement than it ever would languishing in the wings (Google Play).

Further Reading: App Distribution: Alternative Routes to Market for Android Developers.

Note: Dynamic Installs don’t negate the need for talent. In fact, app quality is a pre-requisite of any pre-loading campaign. Device manufacturers will only share the stage with apps that meet specific standards in terms of quality and security.

Finding the Right Audience

Success isn’t always about mass appeal. More often than not, it’s about finding the right audience. At Digital Turbine we always strive to position the right app in front of the right people at the right time. This means carefully selecting the right manufacturers, devices, networks and geographies for preloaded apps to appear on. Depending on your specific targeting requirements, our experience can even help developers find the right age, gender, and demographic to ensure their app finds a potentially lucrative market.

Connecting developers to the right people at the various smartphone manufacturers and mobile networks is a complex task. The team at Digital Turbine have built their business on the back of successful relationships with all the major global smartphone brands and networks. Whether you are looking to find a new audience for your app in the Americas, Europe, Africa, Asia or the Pacific regions — we know the right people to speak to.

Preloading a Springboard to Lifelong Success

Placing the right app in front of the right audience is only the first step towards app superstardom. Once you have built your audience and generated fans there is no stopping you. App developers can use preloaded hero products to promote their wider portfolio of apps via technologies like Digital Turbine’s SingleTap™ Installs. This enables the developer to create more opportunities to engage their audience and more opportunities to drive profitable engagement through eCommerce, in-app purchases, or advertising.

Further Reading: Top Game Developer Enjoys 7x Lift in Conversion Rates with SingleTap™ Installs.

Casting Call

If you have an app that deserves to be seen by a much wider audience, talk to one of our app marketing experts today about how Dynamic Installs can make you a star.

Update: There is still time to secure prime billing on popular devices in the run-up to the holidays but availability is limited. Call us today to secure your campaign.  

Further Reading: Your App: The Holiday Gift That Keeps on Giving Back.

Marissa Camilli
By Marissa Camilli
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