3. GetJar – who we are Largest open app store (’05) 1.8 billion downloads 144,000 apps 190 countries, 2,500 handsets Distribution / AppVertising™ $42M funding / Accel / TGM Silicon Valley, London, Vilnius
5. App usage is becoming universal Over 8 billion apps were downloaded in 2010 The global industry will be worth over $30 billion by 2015* 56% of users are male Largest age demo is 25-34 year olds Followed by 34-44 year olds and 18-24 Over 600,000 apps across the known apps stores More then 3,500 apps are being downloaded every second *Juniper research Q4 2010 ** GetJar consumer poll of 2,500 consumers in Q1 2011
6. How do consumers engage with apps? 63% download apps once / week 35% using apps more then 1 hour / day Top categories SN, Games, News, Weather, Music 74% using apps more then once per day 30% claim to use mobile web more then Web GJ AppMeter Survey, March 2011 2,500 users
7. Platforms: All about Android vs. iOS? 100M devices vs. well over 1.8 billion web enabled Consumers don’t always distinguish Web has innate advantages Smart brands already leverage web
9. Geography – Apps going global GetJar’s top market is India Content consumption varies by market Local content starting to be seen Pull of apps in EM even stronger then US / DM Phones as status symbols
12. Money – show me the $.... 2010 = $2.1 bln in app store revenue Apple alone 1.7 25% est. games 47% of games IAB Percent share of app store revenues 2010: IHS Screendigest
13. Business models – why pay-before-you play doesn’t work Race to the bottom Devalues brands Only for DM’s Lacks trial Higher risk then in application billing Increased cost of advertising
15. Marketing: Significant trend in marketing spend on mobile Mobile ad spend in US to reach $1.1 bln in 2011 according to emarketer Set to grow by $19 billion from 2010 – 2015 according to Gartner 84% of consumers have downloaded apps with ads 21% purchase something after clicking a banner
16. Marketing: Translating into increased spend on apps Key verticals include: Search, games, productivity, entertainment, retail, automotive Realization that distribution alone no longer enough only 25% of apps discovered are found in app stores* However, performance metrics are changing from CPM / CPC to CPD and CPI Spend now including Android apps as natural next “big” category after iPhone – particularly in the US
17. …and metrics must change to reflect performance Ad Network Cost Per Click Cost Per Download Pay only when download starts
18. Quest for performance will fuel consolidation, liquidation and aggregation Optimization across multiple networks Optimizing across devices Multiple installations (SDK’s) Reporting across multiple vendors Multiple contracts
19. Marketing: Distribution trends Ecosystem fragmented with over 160 app stores Different stores have different merchandising / placement policies Visibility has a massive affect on downloads up to 10x or even 100x difference Rankings by store differ on Apple marketing can influence rankings on Android Market it can’t Different stores have different levers of marketing App stores must and will consolidate over next 24 months
21. Brand challenges Brands renown gives them natural advantage 54% of our consumers have downloaded branded apps However, expectations are higher of brands 80% said quality of app affects brands trustworthiness Consumers also expect a similar experience across devices / OS’s Mobile is often isolated from rest of marketing To succeed apps must be part of marketing mix
22. Salvation Army: Reach, Inform, educate and galvanize young audience Dynamic RSS feed with content fed in real-time from blog Form to volunteer and participate at the community and international level Video, copy, images and other content Easy to use branded interactive menu Viral functionality encourages sharing content and mobile app among networks Donate options including Call-in, Mail-in, Online and special “Donate $10” now button
App usage higher per session then Asia (30%) or EU (22%)Top categories varied with Asians being heavier users of Games then AmericansAmericans also used Sports apps (20%) more heavily then Europeans (12%)Consumers will eventually embrace mobile even more then Web particularly in AsiaConsumers will use apps across devices tablets, phones, cars, TV’s
47M iphones sold last year and 55M Android phones vs. over 1 billion Internet enabled nowABI estimates 3.8 billion will be internet enabled by 2015Web is cheaper, provides reach, works across handsets, easier to maintain and easier to distributeFacebook has done over 110M downloads on GetJar of the shortcut to it’s mobile siteNOT SO MUCH ABOUT PLATFORM VS WHAT THE PHONE CAN DO
Currently App, Android, WEB all given particularly in US. wever, Windows Mobile closing on on BB in terms of developer interest according to Appcelerator survey (32%). Symbian still applicable in non US marketsWeb still provides best reach cross OS, countries, handsets
India – adding 10M subs to mobile market each month (= Verizon every 8 months)EM suffer from lower Internet / Broadband penetration so mobile is even more importantContent differs locally - -> Azan app in UK and Muslim worldDictionary apps in India / EMCricket Apps in India
Ebuddy – over 80M on GetJar alone IM, Chat, VOIP appShazam over 75M users, allows you to identify, tag and buy songsShopkick offer rewards and bonuses just for walking into stores like Best Buy, Macy’s, Target. Earn kickbucks also for scanning products, signing up friendsFoursquare – check in geo location app. Aprox 8 million users
Over 130 million downloads to date – last version did 10 million downloads in 10 daysActive users now outnumber FarmvilleAngry Birds, Season Hall, Season xmas, Season St. Patricks DayIpad, android, ipad…..more soon (console / facebook)Tie in with Fox on movieBecoming truly global brand
Apple still leads market due to seamless CC ability and IABGoogle moving now more decisively with IAB announced a few weeks agoAmazon still unknown but has massive CC base as well for US market more focus on paid apps / retail price settingBB and Ovi will suffer from quality / depth of content offering given stagnancy of platforms - Ovi to move to Windows Mobile - BB moving to Android on Playbook. Possibly phones?TREND IN FREE TO DOWNLOAD / PLAY FOLLOWED BY IAB FOR MONETIZATIONIN APP ADS ALSO CRITICAL TO MONETIZATION BUT WITH AVERAGE CPM’S BEING LOW REMAINS A CHALLENGE WITHOUT RICH MEDIARICH MEDIA MIGHT COMMAND 5-6X REVENUES ON ADS VS. STATIC BANNERSEM COUNTRIES PROVE TO PRE-PAY SO WILL BE MORE AD FOCUSED OR ALSO RETAIL / CARD FOCUSED
This was exactly the same as the carrier model except that publishers set their own price and revenue shares are higher
Free to download In app ads: easy to implement, multiple vendors, now allows rich media and video on certain platforms. Challenge is around CPM’s which range from $1-6 on rich mediaFree to use In app billing: bills within the app and allows for micro transactions. Challenge is around global billing and carrier revenue share which can vary from as little as 30%-70%Last model is around subscription: similar to in app billing, once the user has used the app an event prompts the consumer to pay for something for a full month / year. ideal around Security or news appsThings that need to happen though: Carrier revenue shares must come down; app stores must roll out global solutions; different markets require different approaches
Spending by digital retailers like Amazon, Ebay, Groupon and Living Social48% of discovery now happening online. 15% between social networks and friends
Industry increasingly moving from measuring impressions and clicks to downloads and installs
Contracts require time, legal review and costsOver 1-2 dozen ad networks out there each with slightly different way to functionEach ad network has a slightly different Software Development Kit that must be installed in the app resulting in multiple versions needed per vendorEach network works differently and must be managed to optimize campaigns Campaigns need to be individually optimized, optimized by network and optimized by deviceReporting varies from vendor to vendor and must be comparedEventually will lead to demand side platform that enable bulk buying across multiple inventory sources to ease all this
CC = credit card (for iOS this includes IAB)Android = Google Checkout, Carrier Billing (limited to US only with AT&T / Tmobile)
SV : Please screen shot this again as it has the scroll over showing in a yellow box.Otherwise the imave looks great.MW. Can’t do that as this has been taken from an html email that I don’t have
Everyone will go mobile! Don’t miss the boat!Keep in mind though US market still only about 1/3 smartphones – lots of other users out thereStay on top of changing landscape – use NPD, IDC, Comscore and other data sources to see where platforms are headingPlatforms only as strong as their content base keep on top of which platforms have momentum