Kik Messenger: How to successfully market apps
Kik Interactive recently announced it had reached 3 million users on its mobile app. Kik had a very rapid adoption in the first few weeks of launch, but after being removed from the RIM app world, things started to simmer down. Here’s the histroic timeline:
- Oct 19: Kik Messenger is launched.
- Nov 5: Kik has 1 million users.
- Nov 12: 2 million users download the app.
- Nov 15: Kik is removed from RIM’s app world.
- Nov 30: RIM files lawsuit.
- Jan 6: Kik passes 3 million user mark.
In less than 3 months Kik reached 3 million users – a feat that took Foursquare 1.5 years to accomplish. The million dollar question is how did Kik get this market reaction?
Kik’s recipe for success
Kik has done a few things right, from getting out a good product, striking a chord with users and marketing in the right channels. Here’s the break down of the main reason behind its success:
- The BlackBerry Messenger (BBM) has a real-time confirmation feature. Kik has something similar and offers it for free.
- BBM users didn’t need to be educated on this feature. They understood it immediately and appreciated that Kik worked with other platforms, not just BlackBerry.
- So a feature the users understand and a value proposition that is simple – why wouldn’t users flock to the app?
BlackBerry users tried the app and help spread it amongst friends who were on different phones (Andriod and iPhones). What also helped the viral spread is the automatic “scanning address book” function. Kik also actively engaged users on Facebook, their blog and Twitter. And lastly, they also did a good job courting the press which helped raise brand awareness even more.
Overall Kik is a good story to learn from, especially if you’re in the business of making mobile apps. Of course if you ask RIM, they may disagree on this. They have filed a lawsuit on patent infringement against Kik. That would explain why you only see Kik on the iPhone and Andriod platform – but no longer on the BlackBerry.
LowRider
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I tried Kik but didnt find any of my firends on it. Dont use the Blackberry so much, so I cant say if that was the reason. It looks fairly good, but can’t believe it got so popular!
Zaki Usman
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That is a very good point there. I’m sure they mean registrations. I read that in Nov 12 they had 2 million downloads and a few days later they said they have 2 million users. So it seems the ratio between users and downloads is fairly close. But how does that relate to real-active users… I dont know.
Jimbo
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Yeah, but Kik’s wave is over. That was so 2010!!! Since it was removed from the app store, downloads went down. Also I think they talk about downloads of the apps, rather than real active users when they say 3 million. A lot of times I download an app, doesnt mean I install it or use it.
Petra
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Michael Flarup wrote some interesting things about how to market mobile apps. Main idea is that you gota be unique and offer something valuable to the market. The rest of the things… you gota get a bit of luck too. More at http://www.smashingmagazine.com/2010/03/03/how-to-market-your-mobile-app/
Kristopherwong
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I have talked to lot of people involved with the kik phenomenal rise. The fact is that they offer an amazing product. One that is easy and intuitive to use and platform agnostic.
Unfortunately, they have alleged to have misused patents as well as using proprietary information from RIM. Please realize the brain child of this product also worked at RIM in the exact group that worked on BBM.
Anyways, I still think kik is amazing just unfortunate that RIM did not see the benefits of this. They probably could have purchased the company and used their BBM like platform on all phones and charged them for it.