Tip:
Highlight text to annotate it
X
ALEX PACHIKOV: Hi.
I'm Alex Pachikov from Evernote, and I'm the VP for
partnerships.
HEMANT GARG: Hi.
I'm Hemant Garg.
I'm Android tech lead at Evernote.
TY SMITH: Hi.
I'm Ty Smith, and I'm a senior Android engineer at Evernote.
ALEX PACHIKOV: We launched Evernote in
the summer of 2008.
We basically figured that nobody's quite happy with
their actual brains and they really needed something to
help them remember everything that they see.
So I wanted to build Evernote to be a product, an app, and a
service that will help you capture anything that's
important to you, anywhere you are, and always
help you find it.
So whenever you wake up, the first device you can reach
with your hand, whether it's a phone or a tablet, you should
be able to just get to your important
information right away.
We want you to use Evernote your whole life, so we're not
in a rush to monetize the application.
We want people to use it for free for as long as they want.
And once you use it and once you put a lot of stuff into
it, you will see some of the power features that are our
premium features that we charge for.
Let me give you an example.
Say you've been using Evernote to store a bunch of documents.
One of the premium features that we
have is document search.
Document search lets us index all of the contents of all of
the office documents you have in Evernote and make them
searchable.
So when I go to search, I will see a little pop up that says,
did you know this is a premium feature?
And I can buy it right there, directly with an in-app
subscription.
TY SMITH: Because Evernote is a long-term product for our
users, we felt like the subscription model made the
most sense.
And when the Billing APIs came out for the different app
stores, we took advantage of those as soon as we could.
At first we were only able to take advantage of monthly
in-app billing.
Users would have to resubscribe every month, and
this had a fairly high churn rate we saw near 70%.
With the rise of subscription models in the In-App Paying
APIs, we've seen that reduced down to near 30% on Android,
which has been fantastic.
ALEX PACHIKOV: Today, Evernote has about 50 million users.
About 70% of our users come from mobile first, but most
people use Evernote on multiple devices--
phones, tablets, PCs.
And we really see that Evernote is most useful to
people when you use it across different devices, because you
never know which device you're going to have close to you.
When we saw the rise of tablets, we really took it
very seriously.
We knew that Evernote had a huge opportunity to be an
important native app on tablets.
And we built it early on as best as we can, and we put as
much work into the UI of the tablets as we did into the
phones and our PC versions.
And today we see ourselves as one of the top productivity
apps on every tablet that there is-- specifically on the
Nexus 7, which is our second most popular device.
TY SMITH: We've seen a lot of tablet growth recently.
So I wanted to walk you through some of our best
practices that we've discovered on tablet, and how
we gave the users a great experience.
HEMANT GARG: We wanted to give better user experience to our
tablet users, so we thought tablet users have to be more
engaging and more power users.
So we gave them double panels, and they can do more stuff at
the same time.
We gave them a quick and easy way to access their notebooks,
their tags, places.
And at the same time, they can see what's happening with
their account and all their notes.
TY SMITH: Our anticipation's turned out to be correct.
The average session length for a tablet user is almost double
that of the phone user.
We also anticipated that on tablet with the larger screen
real estate that we'd see a lot more
users creating content.
ALEX PACHIKOV: Android is the fastest growing
platform for Evernote.
So we're really excited about what's coming up in the
future, and we're working on lots of cool stuff.
Thank you for watching.
HEMANT GARG: Thank you.
TY SMITH: Thank you.