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Mobile Apps<br />Trends, Marketing and Value Creation<br />Patrick Mork - CMO<br />

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GetJar – who we are<br />Largest open app store (’05)<br />1.8 billion downloads<br />144,000 apps<br />190 countries, 2,500 handsets<br /> Distribution / AppVertising™<br />$42M funding / Accel / TGM<br /> Silicon Valley, London, Vilnius<br />

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Some of our clients…<br />

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App usage is becoming universal<br />Over 8 billion apps were downloaded in 2010<br />The global industry will be worth over $30 billion by 2015*<br />56% of users are male<br />Largest age demo is 25-34 year olds<br />Followed by 34-44 year olds and 18-24<br />Over 600,000 apps across the known apps stores<br />More then 3,500 apps are being downloaded every second<br />*Juniper research Q4 2010<br />** GetJar consumer poll of 2,500 consumers in Q1 2011<br />

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How do consumers engage with apps?<br />63% download apps once / week<br />35% using apps more then 1 hour / day<br />Top categories SN, Games, News, Weather, Music<br />74% using apps more then once per day<br />30% claim to use mobile web more then Web<br />GJ AppMeter Survey, March 2011<br />2,500 users<br />

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Platforms: All about Android vs. iOS?<br />100M devices vs. well over 1.8 billion web enabled<br />Consumers don’t always distinguish<br />Web has innate advantages<br />Smart brands already leverage web<br />

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Cross platform with a touch of WEB<br />

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Geography – Apps going global<br />GetJar’s top market is India<br />Content consumption varies by market<br />Local content starting to be seen<br />Pull of apps in EM even stronger then US / DM<br />Phones as status symbols<br />

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Brands – Emergence of the first mobile only brands<br />

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About those Angry Birds<br />

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Money – show me the $....<br />2010 = $2.1 bln in app store revenue<br />Apple alone 1.7<br />25% est. games<br />47% of games IAB<br />Percent share of app store revenues 2010: IHS Screendigest<br />

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Business models – why pay-before-you play doesn’t work<br />Race to the bottom<br />Devalues brands<br />Only for DM’s<br />Lacks trial<br />Higher risk then in application billing<br />Increased cost of advertising<br />

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Monetization trend: 3 possible models<br />

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Marketing: Significant trend in marketing spend on mobile<br />Mobile ad spend in US to reach $1.1 bln in 2011 according to emarketer<br />Set to grow by $19 billion from 2010 – 2015 according to Gartner<br />84% of consumers have downloaded apps with ads<br />21% purchase something after clicking a banner<br />

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Marketing: Translating into increased spend on apps<br />Key verticals include: Search, games, productivity, entertainment, retail, automotive<br />Realization that distribution alone no longer enough  only 25% of apps discovered are found in app stores*<br />However, performance metrics are changing from CPM / CPC to CPD and CPI<br />Spend now including Android apps as natural next “big” category after iPhone – particularly in the US<br />

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…and metrics must change to reflect performance<br />Ad Network<br />Cost Per Click<br />Cost Per Download<br />Pay only when download starts<br />

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Quest for performance will fuel consolidation, liquidation and aggregation<br />Optimization across multiple networks<br />Optimizing across devices<br />Multiple installations (SDK’s)<br />Reporting across multiple vendors<br />Multiple contracts<br />

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Marketing: Distribution trends<br />Ecosystem fragmented with over 160 app stores<br />Different stores have different merchandising / placement policies<br />Visibility has a massive affect on downloads  up to 10x or even 100x difference<br />Rankings by store differ  on Apple marketing can influence rankings on Android Market it can’t<br />Different stores have different levers of marketing<br />App stores must and will consolidate over next 24 months<br />

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20<br />Fragmentation is inherent<br />

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Brand challenges<br />Brands renown gives them natural advantage<br />54% of our consumers have downloaded branded apps<br />However, expectations are higher of brands<br />80% said quality of app affects brands trustworthiness<br />Consumers also expect a similar experience across devices / OS’s <br />Mobile is often isolated from rest of marketing<br />To succeed apps must be part of marketing mix<br />

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Salvation Army: Reach, Inform, educate and galvanize young audience<br />Dynamic RSS feed with content fed in real-time from blog<br />Form to volunteer and participate at the community and international level<br />Video, copy, images and other content <br />Easy to use<br />branded interactive menu<br />Viral functionality encourages sharing content and mobile app among networks<br />Donate options including Call-in, Mail-in, Online and special “Donate $10” now button<br />

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TSA: Marketing and results<br />Marketing<br /><ul><li>Aggressive press campaign with mentions in USA Today and other key publications

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Viral marketing campaign to TSA base via Twitter and Facebook

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CRM / email campaign to TSA consumer base and regional agencies

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Premium placement, PR and CRM from App store Partner GetJar use App it! Direct response link for cross platform distribution</li></ul>Success Metrics to Date<br /><ul><li>Over 211,000 downloads to date; 150,000 in first month alone

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6.2% click through to “Donate $10 Now”

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4.1% submissions to volunteer form</li></li></ul><li>Zynga / GetJar game launches<br />Mafia Wars and Zynga Poker launches in Dec 2010<br />Integrated marketing campaign including:<br />Press<br />CPM mobile campaigns<br />Online cross promotion<br />Email blasts<br />Social media (Twitter / FB)<br />Feature placement on GetJar<br />Results:<br />Mafia Wars 900,000 dl’s in 6 weeks<br />Zynga Poker 100,000 (Android only)<br />

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Everyone’s got a phone! What should you do?<br /><ul><li>Identify precisely your user and what they expect of your mobile service

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Determine brand vs. performance

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Select the platforms that best suit your strategy

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Integrate mobile fully in your overall marketing plans

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Dive in, collect data, analyze and start over!</li>