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The Successful World of Messenger Apps
Highlights
   
More than 6 million overall downloads in the category
   
High views to conversion ratio
   
Global cross platform downloads
   
High success rate of downloads endorsing recurring promotion plans
   
 
 
The App
 
Messengers have emerged as one of the most popular genres of apps globally. The appeal of social connectivity makes global consumers seek and download to try various messenger apps to suit their specific requirements. Mobango offers a wide range of messenger apps to users, some of them ranking high on the download count.
 
 
 
The Objective
 
Messenger apps provide a range of functionalities from simple chat to video calling offering great user experience to the consumers. Mobango recognizes the need for these functions among users across platforms and devices and caters to their requirements bringing in some of the best apps. The challenge lies in differentiating and high visibility to generate the targeted downloads.
 
 
The Marketing Plan, Execution
 
Mobango was clear that visibility and promotion would assist to highlight the product differentiators of the apps. Further, Mobango discovered that users of these messengers downloaded from Mobango and became loyal repeat users of Mobango apps store. These users were prompt with updating their devices with the latest versions of their apps.

Mobango planned the campaigns of these messengers to target operating systems as well as geographies where the mobile internet penetration was increasing rapidly.

Mobango ensured high visibility positioning across its home page and top apps page. Rotational featuring was adopted to ensure greater visibility to several apps that were best in the category on these pages. Social media pages of Mobango also highlighted these apps and providing further visibility. Mobango Showcase page delivered all the best messenger apps at a time enabling strong downloads of these applications.
 
 
The Results
 
Mobango has achieved nearly 1 billion downloads of all the messengers and are still counting. Messenger apps have generated great footfalls and downloads on Mobango with apps like Nimbuzz leading the download count with nearly 2 million downloads. Nimbuzz has generated more footfalls from India, Saudi Arabia and China. A recent addition, TU Me messenger app, has also seen a rapid take in the download numbers on Mobango generating around 150,000 downloads within 2 short months.
 
 
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