My attempt at fusing complex metaphors for Over-The-Top (OTT) content consumerism -- and the massive impact of the mobile App Economy. Hopefully, so Mobile Operators can easily understand (and benefit from) or at least open up to, the dramatic change sweeping them into places where consumers now wish to go; more especially in an "All You Can App" world. Can they embrace the new chemicals that fuel the World's increasing App Addiction?

1. Speaker: @ColinMiles, VP, InternetQ PLC. @InternetQ
Breaking Bad? How
Operators can Make Good &
Monetise the App Economy
October 15, 2014 Page 1

2. @ColinMiles @InternetQ @MEF @MoMoSingapore
October 15, 2014 Page 2

3. The main “Suppliers” for this Presentation material
April 22, 2014

4. Why use Breaking Bad as an industry Metaphor?

8. Mobile Opportunity: The App Economy!

9. MEF’s “96%”: The Apps are on ‘every phone’

15. Will the Operators take the Breaking Bad route?

16. What are Operators doing on the App front?

17. What are Operators doing on the App front?

18. What are Operators doing on the App front?

19. What are Operators doing on the App front?

20. What are Operators doing on the App front?

21. What are Operators doing on the App front?

22. What are Operators doing on the App front?

23. What are Operators doing on the App front?

24. What are Operators doing on the App front?

25. What is the route to riches in the App Eocnomy?

26. Mary Meeker ‘App Industry’ Rev/Opportunity slides

28. Mobile Marketing for Apps is now mission critical
102 billion Apps downloaded in 2013
So whatcha gonna do?
October 15, 2014 Page 28

29. Mobile Marketing for Apps is now mission critical
October 15, 2014 Page 29

30. App Marketing: The right solution, at the right time!

31. A two-sided solution using “performance-based ads”
Installed Base
246million
SDK installs
3200
active developers
Top Countries
SDK installs by country
United States 12.8%
India 6.5%
Brazil 6.1%
Mexico 5.4%
Germany 3.2%
Thailand 3.0%
Saudi Arabia 2.8%
Russian Federation 2.6%
Italy 2.5%
Turkey 2.4%
Targeting Options
Country Language Operator
Device Manufacturer
Phone Model
App Distribution by Category
12%
31%
Network Type
App Usage App Category
9% 7%
18%
OS Version
23%
40%
30%
20%
10%
0%
Entertainment Games Live Wallpapers Personalization Utilities Other

32. Connecting advertisers with users in real time
» Advertisers can effectively set
a goal such as a digital
product purchase (i.e. mobile
application) from the end
users, at a predefined price
based on a specific or open
budget
» Minimob optimizes the
campaign to achieve this
goal, converts the consumers
to paying users and utilizes
available media inventory to
achieve optimal profitability
Demand:
Many of the world’s top MNOs, ad agencies,
brands, game studios and media use Minimob
Supply:
Handling 100 billion requests per month from
ad exchanges and premium publishers

33. Most popular range of ‘Ad Units’
Interstitials
Full screen ads that captures
attention and offer maximum
screen estate.
Notifications
Text or banner ads that show
up on the notifications tray of
the device.
Ad Wall
Window containing multiple
ads appears during natural app
transition points.
Icon Ads
Shortcuts displayed as images
on device desktop.

34. Performance-based Advertising eliminates LOSS
Time
Cost per Install
B
Target
Price
LOSS
A
CPM/CPC
CPI
CPI CPM/CPC
Time to Market Fast Slow
Optimization Full Variable
Campaign Cost Low High

35. Performance-based Advertising eliminates LOSS

36. Why use Breaking Bad as an industry Metaphor?

37. What do clients think of Minimob?