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# Phil Libin: Evernote by the numbers
- URL: https://onemanandhisblog.com/2012/06/phil_libin_evernote_by_the_numbers/
- Published: 2012-06-19T13:38:12.000Z
- Updated: 2015-04-28T12:51:54.000Z
- Author: Adam Tinworth
- Tags: #leweblondon, evernote, phil libin

[![Phil Libin](https://i2.wp.com/www.onemanandhisblog.com/content/images/2012/06/phil-libin-thumb-520x346-2598.jpg?resize=520%2C346)](https://i2.wp.com/www.onemanandhisblog.com/content/images/2012/06/phil-libin.jpg?ref=onemanandhisblog.com)  
[Phil Libin](http://www.crunchbase.com/person/phil-libin?ref=onemanandhisblog.com "Phil Libin") of [Evernote](http://evernote.com/?ref=onemanandhisblog.com) is here to share figures again.

He thinks that the idea that it’s difficult to map money on mobile, common since the Facebook kerfuffle, is over-blown. They have 34 million users, across all platforms, [up from 20m in six months](http://www.onemanandhisblog.com/archives/2011/12/le%5Fweb%5Fevernote%5F-%5Fgunning%5Ffor%5Fyour%5Foffic.html?ref=onemanandhisblog.com). Their revenue money is direct monetisation – they don’t sell the apps or the data, just services. 25% conversion rate in long-term users, under 1% in brand new – it got sup over time.

**Revenue per user per year per platform:**

**Mobile**

- $1.06 per annum on Android
- $1.44 pa Windows Phone
- $1.79 pa iPhone
- $2.01 Blackberry
- $2.18 iPad

\*\*Desktop\*\*

\- $1.81Desktop Web - $2.33 Windows - $3.16 Mac 

**Other apps**

- $6.73 Evernote Food
- $8.44 Skitch
- $9.22 Evernote Hello
- $9.53 Top 10 Most Used 3rd Party Apps

75% of new users come from mobile – but 45% come to use the desktop version eventually.

*Q. Is the strategy of vertical apps on mobile working?*

A. Yes. The more people use them, the more they want to pay. The more they use Food and Hello, the faster they fall in love with it.

*Q. You don’t use in-app purchase. Is that because of the 30%?*

A. We do in-app purchases. We let users buy the easiest way they can. We don’t begrudge Apple their 30%. I’d rather they used that then a credit card, as it’s more frictionless. Sure the 30% is expensive compared to a credit card – but it’s not just transaction, it’s logistics and marketing, too.

*Q. When will we see Evernote Photo?*

A. They’re not going to become a photo service – there are too many good ones. However, they do want to make their photo facilities better, as they have been doing with Evernote Food.

*Q. Can you tell us a little more about your future?*

A. Their goal is to be a 100 year start-up, by making the products they want in a business they don’t want to sell. They’re working on Evernote Century – a way of keeping you data safe for 100 years.

*Q. What do you do about customers who pay but don’t use the service?*

A. They’re out best customers! They’re very few of them, luckily. All our communication is about engagement, and reaching out to people to increase usage. We don’t have a function in the company focused on increasing revenue – we focus on building the product.

Now is the best time to create a new, meaningful company. Build something you lobe, and if you make it great for yourself, chances are 1bn other people will love it.

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