How SwiftKey Gets Millions of Android Users to Buy Something None of Them Need
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No Android users need SwiftKey. In fact, SwiftKey, an alternative keyboard system for Android-based smartphones, seems like one of the least-necessary apps in the Android ecosystem.
After all, every smartphone comes with a keyboard and at least some rudimentary language technology. Yet Swiftkey–a smartphone keyboard that adapts to how users write and predicts what they want to say–is the top ranked paid app in Google Play and is also licensed by top-tier phone makers, including BlackBerry.
At SXSW this past weekend, I caught up with SwiftKey CMO Joe Braidwood in the Austin Hilton lobby to find out what if any traditional marketing the tech company does to get Android users to pony up $3.99 for a better smartphone keyboard. Answer: not much. In fact, his trip to SXSW cost more than any media buy he’s made — and is more effective.
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