Notes from Subcl Club Podcast with David Barnard and Sarah Kum

Jul 30, 2024

Subcl Club Podcast with David Barnard and Sarah Kum

Overview

  • Host: David Barnard
  • Guest: Sarah Kum, Managing Director of App Partnerships at Google Play
  • Focus: How to get Google's attention, highlights from Google I/O, differences between iOS and Android strategies.

Google I/O Highlights

  • Annual event focusing on developer opportunities and Google Play innovations.
  • Insights on the Android ecosystem and app development.

Sarah's Role at Google

  • Leads Google Apps Partnerships business development team.
  • Works to enable developers' success on the Play Store by gathering feedback and collaborating with product engineering teams.

Getting Google's Attention

  • Direct communication with Google can be challenging due to the number of developers and apps.
  • **Resources to Engage with Google:
    • Support channels available.
    • Google Play Academy offers resources for building successful apps.**
  • Importance of developers investing time into the platform to get noticed.

Editorial Team and App Features

  • The editorial team seeks meaningful, high-rated apps to feature.
  • Importance of high user ratings and meeting editorial guidelines for potential app features.
  • Encouraged to read guidelines thoroughly before reaching out.

Insights from Google I/O

  • Launch of the Engage SDK to provide personalized content to users on their devices based on usage patterns.
  • Goal: Help users discover apps they don't regularly use through contextual notifications.

Payment Options & Commerce Capabilities

  • Google Play supports 190 markets and 300 local payment options.
  • New forms of payments announced, including:
    • Installment payments in Brazil and select European countries.
    • Student and Senior plans.
    • Ability to ask someone else to pay, enhancing the payment process.

AI and Developer Opportunities

  • AI is a tool to enhance efficiency and user experiences but should solve specific problems.
  • Potential areas for developers to leverage AI include:
    • Content creation (e.g., assets for marketing).
    • Improving customer experience through personalized feedback systems.

Strategies for Success on Google Play

  • Understanding differences between iOS and Android user behaviors is crucial for success.
  • Key considerations for developers:
    • Diversity of devices and demographics on Android.
    • Experimenting with pricing, including subscriptions, consumables, and hybrid monetization.

Consumer Behavior Insights

  • Subscription trends are growing with increased user willingness to pay.
  • Important Factors:
    • Successful apps often match value with user willingness to pay.
    • Developers should consider a range of pricing models to cater to different market segments.

Exploring Secondary Product Market Fit

  • Finding secondary product market fit can triple daily engagement metrics for apps.
  • Example: Calm's expansion from meditation to sleep stories successfully capitalized on related user needs.

Conclusion

  • Developers encouraged to continuously experiment and adapt their strategies to optimize success on the platform.
  • Stay updated with Google Play resources and community engagement.
  • Potential for growth through thoughtful diversification of offerings and robust marketing strategies.

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