Slide deck used by Laith Al-Janabi at WPUG on 26-Mar-2014

1. Maximize
Mobile
Mobile Ad Exchange across Emerging Markets

2. Introduction to Laith Al-Janabi
Developer Alliances Manager-
Western Europe, Vserv.Mobi
• UK based
• Heads up developer alliances and relations across Western
Europe (3+ Years)
• Over 13 years experience in Morgan Stanley Europe’s
Technology and Client Relationship Management Units
• Diverse and Extensive Retail/Online Sales & Marketing
experience

3. Awards & Recognition
Products:
• AudiencePro - Mobbys 2013
• AppWrapper - mBillionth South Asia 2013
Leadership:
• Mobile Professional of the Year – Mobbys
• #22 on Business Insider’s Most Important
People in Mobile Advertising
• #22 on India’s First Digital Power 100 –
Impact
• WAT Award – Mobile Entrepreneur of the Year
Company:
• Media Company of the Year - MMA Smarties
• Red Herring Top 100 - Asia
• Fastrack Top 20 Startup – Techcircle
• Fastest Growing Company in the Portfolio –
IDG Ventures

4. Research & Insights
BRIC SE ASIA LATAM
EUROPE MID EAST AFRICA
• Brazil
• China
• India
• Russia
• Indonesia
• Malaysia
• Singapore
• Thailand
• Vietnam
• Argentina
• Chile
• Columbia
• Mexico
• Venezuela
• France
• Germany
• Italy
• Spain
• UK
• Egypt
• Jordan
• Saudi Arabia
• Turkey
• UAE
• Ghana
• Kenya
• Nigeria
• South Africa
• Uganda

5. 280+
MILLION
*Q4, 2013

6. 31 Billion Ad Requests Per Month
*Q4, 2013
LATAM AFRICA
MID EAST
INDIA
SE ASIA

7. HOW DEVELOPERS MAKE MONEY
1 Charge users
Paid download / In-App Purchase
• Pros
– Immediate and more predictable revenue
– Leverage new content for Monetisation & keeping
users active
• Cons
– Reduces reach
– Need a trial mechanism
– Piracy
– Income not guaranteed with IAPs, ~2-10% users pay
– Can’t monetize emerging markets

8. HOW DEVELOPERS MAKE MONEY
2 Deals with Handset manufacturers
• Pros
– Increases Distribution
– Prominent position
– High chance of downloads with merchandising &
marketing
• Cons
– It’s a niche space
– Harder to do deals with large OEM
– Long process to obtain approval

9. HOW DEVELOPERS MAKE MONEY
3 Sell via Content Providers.
Revenue share based deal to sell via Telco billing (prepaid balance / postpaid bill)
• Pros
– Leverage Operator billing to reduce billing friction
• Cons
– May need an additional build
– Need to build a relationship with Content Providers

10. HOW DEVELOPERS MAKE MONEY
4 Ad based monetization
App for FREE to user + show Ads to users and earn lots of money
• Pros
– Maximum Reach
– Open Ecosystem: Select best Network
– It’s a gift that keeps giving
• Cons
– Needs critical mass
– May annoy users if used intrusively

11. Where Are Your Users?
Gross National Income Map

12. Understand your Target User
Emerging Markets
• Can’t/won’t pay
• Prefer function over form
• First time Internet users
Developed Markets
• Shell out cash more easily
• Form over function

13. Paid App Users <3 Free
Free Apps
Paid Apps
App store Distribution

14. 4 Secrets of App Monetization

15. Hybrid Model
Single app with both In-App Ads and In-App payments1
PAID:
In-App
Payment
FREE:
Ads based
revenue
Combine
Free and Paid Models

16. Rich Ad Formats + Placement
Billboard ads on launch and exit, just like a magazine2
COVER PAGE BACK PAGEMAGAZINE

17. Rich Ad Formats + Placement
Billboard ads on launch and exit, just like a magazine2
ANY
APP
LAUNCH AD EXIT AD

18. World’s Simplest
App Monetization!
1 2 3
AppWrapped!Developer’s App AppWrapperTM
YOUR
APP
Works with
existing app file
Enables Ads
in 1 Click!

Creates NEW inventory
for additional revenue
(in less then1 minute!)
Innovative AppWrapper™ Technology

19. Super Innovative. Super Simple. Super Powerful.
NEW Premium
Placement
Ad Inventory
ANY
APP
EXIT AD:
Featured on
exiting the App
LAUNCH AD:
Featured before
APP starts
19

20. Result : Powerful Ad Monetization!
~$3 to $5 eCPM
~8% to 10% CTR

21. HIGH FILL
BUT
LOW eCPM
REGULAR MEDIATION TAKES AWAY MONEY
60% share 60% share
$100
$60 $36
Hybrid Mediation
Increase eCPM, fill rates and manage networks server side3

22. Hybrid Mediation
Increase eCPM, fill rates and manage networks server side3
OWN AD SALES
Direct Ad Sales Team
1
CHOOSE NETWORKS
Setup & get paid directly by Ad
Networks of your choice
2
REST OF NETWORKS
Aggregation of long tail Ad Networks
3
HOUSE ADS
Leverage your user base to promote
your new apps
4
eCPMHIGH FILL
+
HIGH eCPM

23. Distribution, Distribution, Distribution
Partner with AppStores, OEMs , Paid distribution.4
OTHER APP
STORES
OEM Paid
Distribution
Cost per
Click
Cost per
Download

24. Summary
CREATE “HYBRID” MODELS
USE POWERFUL AD FORMATS
1
2
3
4
AD MEDIATION : CHOICE + CONTROL
MAXIMIZE DISTRIBUTION

25. OS AppWrapper™ SDK API
J2ME   
Android   
WP 8   
Blackberry  
iOS  
Symbian  
QT/QML  
Widest Cross-Platform Support

26. PREMIUM APP DEVELOPER PARTNERS
26

27. MONETIZATION - OUR ADVERTISERS (Global & Local)
27

28. Get in
Touch!
laith@vserv.mobi
INDIA USA UK
SINGAPORE SOUTH AFRICA DUBAI
INDONESIA MALAYSIA THAILAND
VIETNAM PHILIPPINES