17 August 2015

Free calling app nanu offers new way to reach customers

Source: nanu website.
The world’s first truly mobile and completely free call app, nanu, is seeing exponential growth in its monthly active users (MAUs) and daily active users (DAUs)*. The Singapore-based startup, also called nanu, reported that the apps's MAUs (56%) and DAUs (19%) are nearly double of the industry standard.

“While most technology startups share their download numbers, majority of them are reluctant to disclose the MAUs and DAUs. It is simply because for many of them the numbers are dismal. Luckily we don’t have that issue and are glad to share our numbers. Our data shows that not only are we succeeding with a large number of downloads, the usage of our app is on the rise as well,” says Martin Nygate, CEO of nanu.

“This is indicative of the birth of a unicorn**,” he adds.

According to some estimates, roughly 95% of over 50 million mobile apps downloaded daily are discarded within 30 days. Nanu’s figures, on the other hand, indicate its 'stickiness' with users.

The app makes use of ultra-low bandwidth VoIP technology and an advertising-sponsored free-call business model to provide high quality free calls to everyone, everywhere. Since nanu uses 80% less bandwidth than its rivals, it works on any network, enabling it to offer high quality calls where other apps do not work. These features have driven nanu's popularity in emerging markets like India, where 3G connectivity is a big issue. India accounts for over half of nanu’s users with roughly around 1.6 million downloads.

Nanu, has also developed proprietary technology that allows it to overlay voice adverts over the ringtone when a user calls another phone using the app. This offers advertisers an opportunity for one-to-one targeted campaigns based on users’ demographics. The adverts are non-intrusive as they end as soon as the receiver picks up the call. According to nanu, the click-through rates (CTRs) of initial campaigns run on nanu have been six to seven times higher than industry standards.


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*Nanu explains that MAUs and DAUs are metrics that indicate how popular an app is with the users and how fast it is growing. The industry standard of measuring a successful growth pattern is the 30/10/10 metric. According to this, 30% of all people who have downloaded the app should be using it at least once a month – this statistic is the MAU. Of these MAUs, 10% should be using the app on a daily basis – a statistic called the DAU.

**A unicorn in investment terms is a startup valued at US$1 billion or more.