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Ticking Off 1 Million Downloads

Updated: Jun 21, 2018


A couple of years ago, Business Insider wrote an article called “Here's How Long It Took 15 Hot Startups To Get 1,000,000 Users” which explored a few different metrics, but mainly focussed on unique users or app downloads.

They said it then, and it’s still true today… Startups seem to be growing faster now than ever.

But even with the development of newer, more efficient digital marketing techniques, and a larger base of smartphone users in general, that coveted “1 Million” mark is still quite an achievement for any team.

When Mobimedia moved from traditional mobile VAS to smartphone app development and marketing, we weren’t quite sure what number to write down beside “Download Target”. The product itself is only part of the equation that determines if success will follow. We also need to consider the timing of launch, the demographics of our markets, product positioning, status of competitors, and ability to grow with the product when required, all of which have an impact on the outcome of the project.

Once the Matchstix and mJams Apps each hit the 50,000 installs mark, we began thinking big. “That’s really when we starting looking toward the 1 Million downloads” said Mobimedia founder and Director, Todd Emanuelli. “After 50,000 you have a bit more data, and a bit more knowledge than at the start, so you start thinking how far can this actually go?”

Adam Inglis, Mobimedia’s Head Of Digital, remembers when it started becoming a realistic goal. “Once we started really penetrating the markets, Todd was asking me a few times a week, ‘When will we hit 1 Million?’, ‘Are we at 1 Million yet?’.

Matchstix and mJams are spreading across Asia and the Pacific, and Mobimedia has hit the ‘1 Million Downloads’ mark 11 months after launching.

As a comparison some of the companies listed in the business Insider article were:

  • Tumblr - 1,000,000 blogs in 27 months.

  • Twitter - 1,000,000 users in 24 months.

  • Foursquare - 1,000,000 downloads in 13 months.

  • Facebook - 1,000,000 users in 10 months.

  • Dropbox - 1,000,000 users in 7 months.

A big part of the success of Matchstix and mJams is due to the pre-launch marketing and launch events undertaken in each market. “We had close to 200,000 followers on the mJams Facebook page before we even announced the launch date in Myanmar, and roughly 160,000 following Matchstix in Bangladesh prior to launch. The team on the ground then do an unbelievable job of hyping up the launch and starting the most important task of converting those followers to users” said Mr Inglis.

As for how far the Mobimedia product range can grow from here? “When you are looking these numbers every single day, and they start getting up into the hundreds of thousands, it’s easy to fall into a ‘Just another 50k this week’ type attitude. We try to celebrate the milestones within the business and that helps to give perspective on how big things are actually getting. The way it’s all going though, the next Million should happen prior to the end of 2016.”

Matchstix and mJams are products of Mobimedia, a fast-growing mobile digital solutions company with a focus on empowering, enhancing and enriching the consumer experience through it's brands. More information is available at www.mobimedia.com.au. For more information about Matchstix, visit www.matchstixapp.com or search Matchstix on Facebook. For mJams, visit www.mjamsmusic.com or search mJams on Facebook.