+120% to Feature Activation and Growth of 8 Metrics: the Case of Kaspersky Mobile Security for iOS

1. Some users think our app is designed only to search for viruses and malware, whereas it actually provides comprehensive security for a device. It was an exciting insight to learn some users see a security app for their 21st-century device solely as a program with 20th-century functionality. 2. The second problem is somewhat related to the first, but we’d like to consider it separately as we found it only after analyzing app metrics: paid users don’t see and never use some of the features they paid for. We did our best to find a solution to both problems that wouldn’t require too many development resources. One solution was to design a feature that would check the security settings of the device and detect unconfigured features of our app — it could suggest unused features to the user and draw their attention to them. It could help the user quickly fix the identified vulnerabilities, which in turn should improve their digital security while simultaneously attracting new customers for our business. More details can be found in the attached document