Other Apps Signal Lets You Message User Based on Other Apps They Have
As we roll out our newly upgraded range of features and metrics, today we announce one of our Data Signals that’s entirely unique to OpenBack: the Other Apps Signal.
The OpenBack SDK allows your app to see specific mobile apps that your user has installed on their device. The SDK cannot track what the users do with the apps, how they interact, how often they click on them, etc. However, the ability to see what other apps your user has – and doesn’t have – is invaluable in itself, with a variety of use cases.
How to Use the Other Apps Signal
The Other Apps Signal’s key function is the cross-promotion of other apps. For example, say a publisher has developed a range of various mobile apps and games. If a user installs App A onto their device, the Other Apps Signal lets the developers see how many of Apps B, C, and D they have installed as well. If the user has App B and App C, but not App D, that is a prime opportunity to send a personalized push notification inviting them to install App D.
This can work for mobile games as well, as a way to build out your gaming ecosystem. For example if you notice a user has been playing your game regularly, with frequent extended sessions, you can nudge them towards a game with a similar theme or gaming loop that they would enjoy.
You can also use this to invite users to download sister apps from partnering brands. For example, if L’Oreal and Neutrogena have both partnered for a “Love Your Body” campaign, in which app users can upload body positivity selfies, each brand’s app can suggest users download the app belonging to their partner.
Inviting users to install apps they already have is, of course, bad mobile marketing. It can put off users, and can backfire by driving the user to opt-out of notification, or delete your app.
Scoping Out the Competition
There are clear use cases for how the Other Apps Signal can build up your own app ecosystem. But you can also use it to go on the offensive, by checking user devices for competitor apps. For example, say your travel app, CheapFlightz, runs the OpenBack SDK and finds that the user also has the apps for Travelocity and Booking.com installed. You can then send the user targeted push notifications inviting them to explore features of your app that perhaps your competitor doesn’t have. Failing that, you can offer the user discounts, sales, or other exclusives.