Aliaksei Arkhipenka is a tech-savvy professional in the realm of mobile app development, marketing, and data analysis. With extensive experience in the industry, Alexey has successfully spearheaded numerous projects, specializing in subscription-based utility apps and working in almost every niche on the App Store.
As the CEO & Founder of Applace, a mobile-first product company focused on building, marketing, and acquiring subscription-based apps, Alexey demonstrates a deep understanding of market dynamics and a passion for transforming ideas into reality. Under his leadership, Applace has gained recognition for delivering exceptional solutions for promoting apps in more than 100 countries across over 10 million installations worldwide.
What inspired you to focus on subscription-based apps?
For me, this decision stems from a deep belief in the value of providing continuous services and constant improvements to users. Subscription-based apps are currently on the rise. As technology continues to evolve and integrate into various aspects of our lives, the demand for a convenient and precious experience has significantly increased.
"Our aspiration is not to create a short-term project but to offer end-users something more – a kind of partnership, if you want."
Once users believe in the value of your product, they are willing to stay with you for a longer period, forming an ongoing commitment. This is something that inspires us to help the developers focus on quality and meet those expectations.
Subscription monetization allows us to establish long-term relationships with our customers, offering them regular updates, new features, and support. This approach not only ensures a steady revenue stream but also aligns interests with the needs and satisfaction of users. By adopting this approach, we can create a win-win situation where our users receive exceptional gain and we, in turn, can thrive in a competitive market by applying the marketing strategies that work.
Why do you advocate for organic-based mobile app publishing?
At Applace, we strongly uphold organic-based mobile app publishing because it aligns with delivering a high-quality product and promoting fair competition.
"More than 90 percent of global app installs are organic."
Since organic-based mobile app publishing aims to build trust and enhance the quality of the product without relying on financial investments to mask any shortcomings through direct marketing efforts, as it wouldn't yield results otherwise, it is a perfect match for the subscription-based model, as both pay dividends in the future.
● Firstly, it allows us to build genuine connections with our target audience. By optimizing our app store presence and utilizing relevant keywords, we can attract users who are actively searching for apps like ours. This leads to higher user engagement and a greater likelihood of converting those users into loyal customers.
● Secondly, organic-based publishing fosters credibility. When users discover our app through organic channels, they perceive it as a genuine recommendation or a valuable find. This enhances their trust in our brand and increases the likelihood of positive word-of-mouth referrals, driving organic growth.
What are the unique aspects of organic promotion for subscription-based apps?
It's crucial not to get caught in the trap of thinking that organic means free. Organic-based publishing refers to the process of promoting apps through non-paid channels, such as app store optimization (ASO), content marketing, and social media engagement. And behind these processes are specialists like us.
When it comes to the benefits, unlike one-time purchases, subscriptions provide a steady stream of income, enabling efficient planning and resource allocation. You can confidently invest in marketing efforts and develop new features without worrying about constant financial instability, including proper organic promotion on the part of the contractor as Applace.
An evident advantage is that Apple actively stands for subscription models in its App Store, offering a more favorable revenue split of 85:15 compared to the standard 70:30 split for app developers who retain customers for longer periods. This works in our favor.
However, subscription-based apps face similar challenges to other apps, particularly user churn. The app retention rate for subscription models is on average below 50%, highlighting the importance of smart efforts on the part of publishers, acquires, and marketers.
What advice would you give to app owners?
I would focus on one important thing: value over complexity.
This is literally our creed, which we follow daily at Applace. I believe that everything should be straightforward. This applies to everything, from design and development to subsequent promotion of the product. This applies to communication with partners, the overall atmosphere, and the outcome too. Instead of searching for a contractor who will provide a plethora of options to ensure steady growth of your product and profitability, I would recommend choosing a team that delivers results and then scales them.
