Why Apple recommends a service created in Odessa Khrushchev - ForumDaily
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Why Apple recommends a service created in Odessa Khrushchev

Denis Zhadanov, vice president of marketing for the company that created Readdle and other well-known applications, spoke on the stage of the international summit Online Business Lab -2019 from GeniusMarketing. The speaker told how the company managed to create and promote applications that have downloaded over 100 million times. Writes about this MC.Today.

Фото: Depositphotos

Next - from the first person.

It all started with Steve Jobs. When in 2007, he went on stage and showed the world the iPhone, it was a real revolution.

My team and I managed to get it in Odessa two weeks after the start of sales. I am sure it was one of the first iPhones to appear in Ukraine. It cost $ 600. It was quite expensive. And so, taking this expensive miracle of technology in hand and starting to use it, we found that ... you can’t read books on it.

We decided to make a service for ourselves, with the help of which it can be done.

This is how our first product called Readdle was born. From the word read - “to read”.

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The service was so convenient and cool that more than 60 thousand people downloaded it and started using it. But then it was pure enthusiasm. We initially did not plan to do business on this. They didn’t earn anything. This did not suit us.

The fateful call from Cupertino and Apple's tough deadline

We began to think what to do. But any attempts to change something in order to earn some money for development did not lead to success. Therefore, we decided to continue updating and improving the service so that people would like it. I liked him. Even Apple added a link to our service as a recommendation on their website.

One day a bell rang. A voice in the receiver said that they were Apple representatives. Four months later, they launched the App Store. And we were offered to add our service from the first day. A deadline was set for application development.

The next three months were the most stressful in our lives. Skype calls sometimes lasted for 24 hours. Coded literally for days.

We built the application and sent it to Apple an hour before the deadline. So, in 2008, the ReaddleDocs application from a company from Odessa was one of the first to enter the Apple App Store.

Upon learning this, sitting in his office (four-room Khrushchev), we were happy.

An App on the App Store - Success for a Developer?

A few weeks later we received a sales report. And they realized that there is not much money. ReaddleDocs cost $ 15. It was downloaded by several people (sometimes tens) a day. This was barely enough for basic needs.

But something very important happened.

Our application was not successful in terms of earnings. But it allowed us to direct ourselves in the right direction. In the trend.

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It is always important to keep track of where the market and the whole world are moving. No need to chase trends. But by placing yourself in a new environment, you see new horizons.

How we killed the scanner industry

A year later, the iPhone 3GS came out. We analyzed it and realized that it has a very good camera. We went to the App Store and found two applications that allowed you to scan documents using a smartphone. But they worked terribly.

Therefore, we created Scanner Pro. This is an application that has blown up the market. And, I'm sure, almost killed the entire scanner industry. The app became No. 1 in the business category in 25 countries. We tripled revenue.

Now, nine years later, by going to the American App Store, you can see Scanner Pro in the TOP-5 paid applications for business.

Everyone copied us, including:

  • dropbox
  • Evernote
  • Apple Lossless Audio CODEC (ALAC),

We set the real trend for high-quality scanning on the iPhone.

The world in pink glasses, the main lesson and the application pipeline

Inspired by this success, we are completely immersed in the work. They released 40 products between 2008 and 2014.

But here the main mistake was made. We stopped thinking about our customers. In business, it’s important to focus not only on what you do. The main thing is for whom.

Therefore, we killed more than 32 projects. Of the 40, only eight applications were left:

It was a hard lesson. But these defeats helped us find ourselves, determine who we are and what we want to do.

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We realized that Readdle helps people:

  • be more effective;
  • be more productive;
  • to save time.

The company's mission is to give people time.

The story of business, care and attention

I often go to California for business. And he noticed one very important detail that distinguishes us. We keep any business ideas in strict confidence. The entire Silicon Valley is built on what ideas need and can be shared. The idea does not cost anything. Its implementation is important.

The key message - do not be afraid to talk about your thoughts. At least with the target audience. Check every idea. Find 50-60 potential customers and chat with them about the product you came up with.

You will understand:

  • What are the main problems in your topic for the audience?
  • Do you solve them?
  • How much are people willing to pay for this decision?

After releasing a major update for the Spark email client, we were in a fog. No entrepreneur can know at 100% which solution will work and which does not. But you can check.

We did this:

  • Hypothesis.
  • Verification and analysis.
  • Running.

Be caring. Improve your products, services, and services.

Everyone says: "Be customer oriented." But what is customer focus?

There is the concept of NPS - Net Promoter Score.

The mechanics are simple. You just ask customers how much they are willing to recommend you to their friends and acquaintances. Evaluation criteria from 1 to 10.

There is a formula. If on average you get an 6,5 result, that's good. If less than 5 - there is a problem.

All great companies focus on users:

  • Every Apple presentation starts with a level of customer satisfaction. They have this figure is 98-99%.
  • Amazon writes on the site: "Our mission is to create the most customer-oriented service."
  • My friend bought a ring at Tiffany and said that he was going to make an offer. After some time, the manager called him and asked: “How are you? Did she say yes? ”

These are little things that take minutes. But it makes you so different from your competitors that you win the heart of the audience.

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30% of Readdle customers bought our products as recommended by friends.

Here is what we use:

  • They responded to 130 thousand + reviews in recent times. Not all of them are positive. But even negative attention is no longer indifference.
  • We keep a table in which we write down all the ideas and wishes of customers. We introduce the most popular and demanded.
  • We ask customers questions independently and are interested in their opinion about new products and updates.

Once, a Terry from Pennsylvania wrote to us. He liked everything in the Spark application, but lacked the ability to write letters in different fonts. We replied that we would take note of this. Six months later, he received a personal letter:

“Terry, hello!

You have contacted us about fonts in the Spark app. We have done it for you. Now you can write letters in different fonts. Here is the download link. It's free. Use it!

With love, Readdle. "

You can imagine Terry's face after this letter.

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Miscellanea Apple Lossless Audio CODEC (ALAC), iPhone app Our people history of success
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