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AppScatter Group PLC: THE INVESTMENT CASE

Appscatter off and running as distribution platform goes live

Going live with its app distribution platform was a landmark move for recent AIM listee appscatter
picture of apps
INVESTMENT OVERVIEW: APPS The Big Picture
Fifty app stores and growing for appscatter's platform

Going live with its app distribution platform was a landmark move for recent AIM listee appscatter Group PLC (LON:APPS).

Some 10,000 app developers and owners had already registered to gain access to the platform prior to its launch.

READ: Appscatter switches on app distribution platform

Appscatter will now allow them to trial the service with the aim of converting as many as possible to paying customers.

Pricing will start from US$100 per month for one app and five users.

Take-ups the key

City analysts suggest a 3% take-up, but the company is hoping for better.

It will take about three months for the first hard data on conversions to come through, but the company is not sitting on its hands in the meantime.

New products coming on stream

A number of new products to utilise and build on the huge amount of data it has already collected from the 50 app stores on its distribution list have also been introduced.

A software development kit (SDK) was launched earlier this month to eliminate the need for developers to adapt their apps for different stores’ payments stores.

It does this automatically, while also allowing for payment from stores that use carrier bailing rather than in-app purchases.

Developer revenues increase and it saves a huge amount of time, said Jason Hill, sales director.

The SDK is an open source project, meaning that Android developers themselves can contribute to its ongoing maintenance and development.

The thinking behind this is that it will build awareness of appScatter among the 25mln-strong worldwide developer community, which in turn it hopes will drive user growth of its platform.

Intelligence gathering

Appscatter is also offering an API (intelligence) service using the 1bn or so apps that pass through the platform on a daily basis.

Hill says appscatter probably owns the world’s largest apps database covering rankings across stores and territories, images, texts, descriptions or essentially everything.

The API allows customers to look at trends, forecasts, competitors and give a real insight and intelligence into the app world, he said.

Factoring and cybersecurity

Appscatter also wants to set up a factoring service for app developers to help them get paid quicker,

Apple for example, takes 90 days to pay.

A number of its larger customers meanwhile have asked for a product to assess cybersecurity risks for apps and databases, which is a new avenue for the company.

Shares eased a touch to 54p.

Chief executive Philip Marcella says the idea behind appscatter came from his own and his team’s experience of developing almost 400 apps and having to monitor how they were performing.

Indeed, he says the decision to form appScatter resulted from an internal version that had already been a hit with his own clients.

Big misconception

The big misconception is that all apps are bought through Apple and Google, he adds.

While the two tech giants do account for a meaty 49% of the market currently through their hugely successful app stores, there are upwards of 500 other places you can buy apps.

AppScatter’s business is to put a developer’s apps into as many of these online stores as possible and provide the data on how they are performing.

Mobile networks such as Vodafone all have their own stores including MTN, which in Africa alone services 22 countries.

Device makers such as HTC, Samsung and LG also have app stores built into the smart TVs they make. Even online giant Amazon has its own app store.

AppScatter raised £9mln when it floated at 65p with the shares now trading at 54p, but once the conversion data starts to arrive, expect that to change. 

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AppScatter Group PLC Timeline

Newswire
September 05 2017

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