Don’t soft-launch your app in Canada
Summary
Because of all the test launches in Canada, Canadian advertising inventory prices soared and competition increased while engagement decreased. Five years ago, an article in this very publication described Canada as “America’s mobile app guinea pig.” Author Doug Renet explained how a growing number of companies were taking advantage of this “risk-free test market.” He even wrote that he was jealous of Canadians for getting to be the first to try all these new apps. You may be able to drive a lot of initial installs, but your retention rate will probably be dismal because you are competing with this constant stream of new apps that are also soft launching. These developers realize they can do it elsewhere – South Africa, the Netherlands, even the Philippines – but they stick with what they know, America’s “guinea pig” to the north. Choose a different country for your soft launch, based on what you are testing and your long-term goals, and leave Canada alone.
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