“You have to be in mobile,” venture capitalists will instruct you. “We have to be in mobile,” tech giants like Facebook, Microsoft and Yahoo will echo. Obviously, it’s because we’re living in a mobile-first world.
Yet, becoming the next Instagram or Snapchat is insanely difficult and increasingly so. A hit app is a rarer unicorn than a hit website. Why? Unlike websites, apps aren’t linked to each other; you can’t click on a link to discover a new app, you have to purposefully search and download it from the app store. Then you have to learn how to use the app before finally getting some value out of it. Some apps — especially on Android but even from bluebloods like Facebook — behave badly and mistreat your phone’s battery or privacy settings.
The result of the above is that, according to Nielsen, most people use only 30 apps on their phone. What are the chances your mobile app can make a person’s top 30? Let’s break down how difficult a threshold that truly is. What are the 30 apps you’d typically use?