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Opening remarks & Sustainable Growth challenge (Sustainable Growth Day ‘19) - YouTube
Channel: Android Developers
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good morning one of the things for me
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what has been great you know it's I'm
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going to come up seven years and Google
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Play join just when we got started is
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how new ones the conversation has
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happened and how much more we are
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learning about the wonderful things that
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you guys do and perhaps some of the less
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wonderful things that the broader
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ecosystem does and one thing for us has
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become important as you might have seen
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through IO and perhaps through headlines
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on the news is that for us on Android
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openness and responsibility has come
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together and one way to think about
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openness and responsibility together is
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to really think about our trust contract
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with our users and sometimes it thinks
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it comes across as a regulation and
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policy and less fun stuff but what we
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want to make that contract about is
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about sustainable growth that contract
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with your user that says I respect your
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time I want to help you make the most of
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it I will design in a way that speaks to
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you that understands you that's what
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today is about
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and that's what I'm excited about is
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because we've gone so far from even
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trying to say build on Android to really
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thinking about sustainable growth and
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for both of us what's exciting is this
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long-term engagement with our users I'm
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sure most of you want to have users for
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the long run 10-15 years it's also
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exciting for me that this is not just I
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mean you know most of the time apps had
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designed that way but even game
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developers remember the Angry Birds
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right $0.99 wonderful beautiful game but
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then people are like okay now it's done
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what do I do next and when I started
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people were launching 6070 games yo and
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now people are thinking about designing
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games that people will play for 60 70
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years it's moved and that's exciting for
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me
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it's also exciting for me is that this
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coming from all of you this is a
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conversation that's happening in this
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community as Nick pointed out very very
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few of us as got are going to talk it's
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always it's about the community learning
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from each other so I'm gonna like
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Lehmann and use an example I think it's
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really difficult for most people to
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think about deliberately telling your
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users to spend less time in your app and
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tell them to come less often show of
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hands does that feel uncomfortable I see
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one hand go up really strongly and
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another one waving all right yes it does
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but what if I told you that there are
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developers who are leaning into that
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paradigm and actually finding great
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results take drops for example language
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learning app they have something called
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as paste learning what it means is that
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if you are learning a language they want
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you to take a break between sessions the
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force a break between sessions so their
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users come 56 plus their spend 56
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percent less time in their app than
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peers big number come back 51% less
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often another big number almost feels
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like saying oh my god right is this
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working
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so turns out when we look at the results
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users are acknowledging that this
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technique is helping them learn better
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2.5 X conversion from installs to buyers
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4x better average revenue per paying
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user 86 percent less churn that's
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impressive
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isn't it what making that little leap to
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say what if I take that time to
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understand how my user should engage
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with me make sense so that's what
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today's conversation is going to be
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about today's conversation is going to
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be about figuring out those techniques
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giving each other the confidence
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to do that I do want to have a call-out
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to Jenny who this all started out and
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this is I think maybe showing a little
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bit about how Google works the make the
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mechanisms
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I always forget your last name sorry
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Jenny she just got married so
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congratulations Jenny miles I call a
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Jenny Fisher that's how we she got on
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the team so Jenny started this about
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maybe three years ago now saying I
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really want to think about sustainable
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engagement I really need to think about
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how this and actually spend time with
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you know somebody who's rotating into
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the team and meeting tons of developers
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I think 20 or 30 developers and going
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through and understanding this thing and
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in doing so has built a body of work
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which she presented at the habit summit
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which is hosted by neri oh those of you
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who told me maybe you're sitting on the
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book if you haven't picked it off so
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take a look he is the you know is one of
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the experts in this field of
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habit-forming so isn't that interesting
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I'm asking you to tell your users to
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spend less time and yet we are going to
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bring the foremost expert in
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habit-forming to speak to us this
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evening
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right so he is gonna give a keynote so
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please turn up I went to his habit
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summit about three years ago I still
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caught things from there I've learned a
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ton from him so turn up for that and
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then I'm gonna have a fireside chat with
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him
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at the end of it he's like an
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interesting super smart brain and you
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will I think you will enjoy that thank
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you all for having me today
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I'm Jenny miles and I work on our amia
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apps team based out of our London office
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so since I joined the partnerships team
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three and a half years ago I've really
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seen the needs of my partner's change
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from a focus on growth of installs and
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driving awareness to really exploring
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how to drive meaningful long-term
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relationships with their users I've seen
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firsthand as well how driving
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sustainable growth for their businesses
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requires overcoming some common
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challenges so I'm here today to really
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set the scene on
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these challenges and the point of today
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is really to help new access some
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insights from other partners on how
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they're trying to actually solve these
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challenges so based on my experience in
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amia
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the first challenge that I've seen
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that's very common across all of our
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partners is actually activating new
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users so activating new users in that
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very first session is super critical how
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many people here have given up on an app
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after installing it just for one minute
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and have completely given up on it
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pretty much everyone in the room so yeah
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I have as well and I thought all for
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saying that as an apps partnerships lead
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users are fast to make up their minds
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about whether an app delivers value and
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some studies actually suggest that over
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80% of users never return to an app
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after they initially open it which of
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course is not a good strategy for
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sustainable growth
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so the second challenge that I've seen
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across many partners in my experience in
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aamir is the challenge of really
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engaging your users in the right way
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it's not enough just to engage people to
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bring them into your app for no reason
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at all or four different types of
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reasons and what we've seen is many
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well-meaning attempts to engage can
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actually lead to churn so you can see on
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this graph here you know initially you
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might think great sending high volume
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notifications is going to boost your
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monthly active users that's you know in
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a way a short term approach to growth
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however we do see a correlation with our
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own internal Google Play data with this
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increased volume of notifications and
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higher opt-out rates and this really
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indicates to us that this strategy of
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trying to drive a huge volume of people
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into your app may actually backfire and
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could hinder your relationship with your
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users so let's imagine you've overcome
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those first two hurdles you've
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successfully engaged those brand-new
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users they fully understand your value
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proposition there's then of course the
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challenge of retaining them for the
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long-term better retention means that
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you are less reliant on acquiring new
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users which of course is costly and of
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course retaining existing users drive
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success across all business models and
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I'm sure there's a whole range of
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business models here
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in the room today so as I say many of
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the companies I've been working with in
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Europe face each of these challenges and
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as purnama alluded to what I've tried to
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do over the past three years is work of
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these partners to help them solve these
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challenges so in a mirror what we we ran
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a similar event actually sustainable
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growth day about six weeks ago
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but I want to talk a bit about how we
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got to that stage just so you understand
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the kind of evolution here so we ran
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events on subscriptions day sustainable
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engagement day to bring these
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like-minded companies together and as
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I've just mentioned we initially tackled
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these topics of engagement and
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monetization in silos and each time we
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heard from partners it's great to talk
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about subscriptions but what we really
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care about is retention when we had the
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the day focused on engagement our
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partners said it's great to talk about
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engagement but we really care about
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monetization so that's why you know
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today and of course with the event that
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we had in London we wanted to bring the
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two topics together because we
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recognized that for all of you here
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these two goals really do go
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hand-in-hand so Panama mentioned the
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forum and Nick also mentioned this in
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2018 we started our own forum in Emir we
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wanted to bring a community of leading
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app developers to regularly meet and
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share their challenges there anything
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that they found hasn't worked as well
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for example around driving engagement
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and retention of course you can apply to
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this the Americas launch of our forum
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later today with the QR code and the
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reason why I'm mentioning this today to
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you is because we had a lot of success
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with many different developers sharing
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case studies inspiring others and we
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thought of being really interesting to
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actually bring some of our forum members
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from Aamir here to our event today so we
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have three European developers bling'
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Castillo Sioux and neuro Nation who were
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all going to share their own strategies
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for driving sustainable growth with you
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today
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you
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