The document discusses the growing app market and whether advertising through apps is a new channel or just a passing fad. It summarizes that apps are booming, have over 450 million downloads to date, and are a way for companies to engage with consumers. However, the document cautions that consumer understanding and campaign objectives are key factors for companies to consider when deciding whether to use apps for promotional purposes.

1. Apps: New Ad channel or passing fad?
Patrick Mork
VP Marketing
June 2009

2. A word from our sponsors…
• World’s largest, independent apps store since 2004 with over 450 million
downloads done to date (1 million downloads every single day)
• Truly cross platform app store with over 46,000 apps for all major platforms
on more then 1300 handsets
• The only app store grounded on a real developer eco-system including over
200,000 developer accounts and over 35,000 active beta testers
• Funded by premier investors Accel Partners (investors of Facebook, Real,
Admob, Brightcove…)

3. The app market

4. Why are consumers downloading apps?
Market research Mar09 – 5,000 respondents
• Always have phone with me 34%
• Pass the time  28%
• As a way to relax  9%
• I don’t have access to a computer  7%
• Entertainment  7%
• Don’t have access to the Internet  6%
• Don’t have any other form of entertainment  5%
• Use for work  4%

5. Who is downloading apps?
Age
Less than 10
11-17
18-24
25-34
35-44
over 44

6. When are people using apps?
27%
12%
32%
17%

7. Repeat usage isn’t an iPhone phenomena

8. What is being downloaded?
466k
last 200k
week 196k last
15.7M last week
to date week 16.4M
5M to to date
date
80k last
week 35k last
722k to week
date 86k last 1.3M to
week date
1.8M to
date
(*all downloads in 000’s)

9. How do you make money from apps?

10. Should you jump onto the bandwagon?
• Promotional or brand
building?
• Free or paid?
• Niche or mass market?
• Developed or emerging
markets?
• Translating brand
values…

11. How to do it right: The Fanta Stealth Sound System
• Ogilvy UK
• Coca-Cola – Fanta
• App uses ultra hi-freq
noises to let teens
communicate in secret
• Distributed on cans of
Fanta, wap.fanta.eu,
GetJar…
• 120k dl’s on GetJar – 6 wks

12. In closing…
• Apps are booming and are here to stay
• Apps are more then just for smartphones
• Apps can be a very engaging way to communicate with
consumers
• Consumer understanding and campaign objectives are key
• Distribution should be free and can be done globally or regionally

13. Thank you!
Patrick Mork
VP Marketing – GetJar
patrick@getjar.com
GetJar Inc
1500 Fashion Island Blvd. Suite 209
San Mateo, California
94404, United States
www.getjar.com