Platforms like Tapjoy, which incentivize app downloads, have earned Apple’s wrath in the past for messing up App Store rankings. Critics say that these apps inflate download counts and manipulate app store rankings. However, there’s no denying that a lot of users and advertisers love incentivized download platforms. Hence, it’s not surprising that Airloyal is attempting to bring the same concept to India.
Airloyal’s Ladoo app for Android offers free mobile recharges to users for completing simple tasks. Almost all of the tasks that I saw on Ladoo’s offer wall involved downloading and installing free apps from Google Play. The reward amount depends on the advertiser, all of them ranged between ₹2 and ₹8.
The name Ladoo is meant to symbolize the spirit of gifting and celebration. “If you think about it, you would have never really paid for the Ladooos you have eaten”, remarked Raja Hussain, Founder and CEO of Airloyal.
Airloyal’s company structure is based out of Singapore, but currently all the team members are in Chennai and Bangalore offices. Having raised funding from Australia’s tech millionaire Zhenya Tsvetnenko, Airloyal is looking to expand quickly and launch in a couple of South East Asian countries before the end of the current quarter. Ladoo claims itself to be profitable and is in the process of raising its Series A round. “When there is an ‘apple’ from the US that the world loves, why can’t there be a Ladooo from India that the world can enjoy?” quipped Raja Hussain.
Mr. Hussain informed me that a dedicated user can earn over ₹ 500 in rewards every month. My own estimate based on what I’ve seen over the past week is a lot less. However, Ladoo features geo-targeting, which means means that everyone wont see every offer. Although, Mr. Hussain declined to give concrete user figures, he did reveal that within the first ninety days of its launch, Ladoo managed to register several thousand new users every day, with more than 40% daily retention, and generated almost 1 million instances of guaranteed engagement for brands. More than 40,000 offers are being completed every day.
The usage figures are quite good for a new app with minimal marketing capabilities. Ladoo is quite obviously offering something that a lot of users want – free talktime. However, the bigger question is how valuable are they to the brands? Currently, most of the apps advertised through Ladoo are good apps from big brands that I don’t mind having on my phone. Brands like Flipkart, Myntra, Snapdeal, Quickr, Tata, BookmyShow, and Airtel are driving downloads to their app through Ladoo. The quality of advertisers is a lot higher than that in other similar apps. Ladoo claims that early clients like TicketGoose are happy with the results and have continued to work with them. Ladoo’s biggest challenge will be continuing to deliver high quality leads even as the number of users increase. Quick downloads are a great way to climb through Play Store rankings and get your apps discovered. However, an engaged user base will enable Ladoo to retain the bigger players who often have higher rewards and offer better experiences.