0
How App Store Market Data    Can Change Your BusinessBertrand Schmitt, App Annie - CEOVatsal Bhardwaj, Storm8 - Head of Pr...
Who are your speakers today?       Bertrand Schmitt       CEO, App Annie       - 14 years in analytics, mobile, tech      ...
App Annie is the #1 in app store market data                                  7 of the Top 10 iOS publishers are customers...
The Industry Standard For App Store Data                         No                            Ks                         ...
App Annie Store Stats Analyze store rankings for FREE                        The Most Complete                        App ...
App Annie Intelligence       Market estimates for the downloads and revenues behind the rankingsCompetitor Monitoring     ...
Best-in-class Business Intelligence                                                                                    App...
Agenda1.   The Market Opportunity2.   How data can change     your business strategy3.   Case Study: Storm8
The Evolution of Media Distribution             Companies need market data at every stepPrint          Radio        Televi...
The Stakes Are Getting Larger                                         US: iOS Downloads Trends                            ...
The Stakes Are Getting Larger                                             US: iOS Revenue Trends                          ...
Agenda1.   The Market Opportunity2.   How data can change     your business strategy3.   Case Study: Storm8
Business Strategy in the App Store Economy    Investment &    How do I identify the best       Product          opportunit...
Business Strategy in the App Store Economy    Investment &    How do I identify the best       Product          opportunit...
What kinds of apps are growing?         US:$iOS$Fastest$Growing$Categories$by$Download$         Travel$           1%$     ...
What kinds of apps are growing?           US:$Google$Play$Fastest$Growing$Categories$by$DownloadBooks%and%Reference%      ...
What kinds of apps monetize best?                 iOS                                                     Google PlayTop G...
Business Strategy in the App Store Economy    Investment &    How do I identify the best       Product          opportunit...
Where is the revenue growth internationally?                                                                             i...
Where is the download growth internationally?                                                                     iOS     ...
Business Strategy in the App Store Economy    Investment &    How do I identify the best       Product          opportunit...
How many downloads do I need                 to break into the Top Charts?           Countries ranked by downloads require...
Business Strategy in the App Store Economy    Investment &    How do I identify the best       Product          opportunit...
iOS: Revenue of #1 Top Grossing app, by country        Index                                                              ...
Revenue opportunities by country                       0.50""Revenue/Download,USD                                         ...
Define product category revenue benchmarks                                   US:-Revenue/Download-of-Different-Categories-in...
Define product category revenue benchmarks                                        US:-Revenue/Download-of-Different-Categori...
Business Strategy Questions Answered Investment &                   I should invest in product X    Product  International...
Agenda1.   The Market Opportunity2.   How data can change     your business strategy3.   Case Study: Storm8
Confidential          APP#ANNIE#–#MOBILIZE#‘12##          #          SEP#2012#
Agenda•  Introduc)on*•  Background**•  How*we*use*App*Annie?*
About&Storm8&•  Founded2009.•  150EmployeesbasedinRedwoodShores,CA.
Background+Story&on&how&Zynga&&&then&Storm8&discovered&App&Annie.&&!
How$we$use$App$Annie?$•  New$Markets$$•  New$Products$•  Compe33ve$Analysis$$
New$Markets$$•  Distribu(on+•  Localiza(on+•  Timing+   Top Google Play Downloads (Jul 12)                                ...
New$Products$$•  Categories*•  Target*Pla.orms*•  Pricing*    Category       % of Downloads (Total)   % Downloads (iPads) ...
Compe&&ve(Analysis((•  MonitorbyCategory(Casino)•  RankChanges•  Interna5onal
Compe&&ve(Analysis((•  Category)Lis-ngs)•  Product)Updates)•  Promo-ons)
SummaryApp#Annie#Store#Stats#and#Intelligence#invaluable#for:#•  Corporate#strategy#&#planning#•  Product#Diagnos<cs##•  C...
Thanks!Start using App Annie Store Stats   for free: www.appannie.com/              storestats      Learn more about   App...
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GigaOM Mobilize 2012 - How App Store Market Data Can Change Your Business

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App Annie CEO Bertrand Schmitt's GigaOM Mobilize slides on strategies in the app market and how data can change your business strategy.

Case study: How Storm8 uses App Annie (New Markets, New Products, Competitive Analysis)

Start using App Annie Store Stats for free:
www.appannie.com/storestats

Learn more about App Annie Intelligence:
www.appannie.com/intelligence

--------------------------

App Annie is the industry leader in app store analytics and market intelligence supporting iOS, Mac and Google Android Market.

Annie takes care of all the Math Behind The App Stores keeping you up-to-date with your own app's metrics and the latest app store trends. Annie provides three fabulous products for her fans:

APP ANNIE ANALYTICS
A free web-service that automatically retrieves, visualizes and stores your app's download, revenue, ranking and review data.

APP ANNIE STORE STATS
The most comprehensive free app store database on the Internet today. It provides you with detailed ranking charts, historical data, Featured placements and international app store matrices.

APP ANNIE INTELLIGENCE
Introducing our newest premium product - it allows our advanced customers to access the most accurate market intelligence data available for app stores today.

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  • \n
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  • Our intelligence users rely on us to keep their strategies data-informed and avoid guesswork\n
  • We are best in class: most accurate and deliver you with content you can easily slice and dice.\n
  • \n
  • Brief intro about App Annie and what we do.\nDon&amp;#x2019;t go too in-depth. Show off our value first instead of slapping a sales pitch early\n
  • - Smartphone &amp; tablet penetration increasing\n - Continued growth trend\n - Dominated by games; but many opportunities in unsaturated categories (which we will explore shortly)\n \n Make audience feel urgency: you&amp;#x2019;re crazy if you don&amp;#x2019;t have a plan for this market yet - your competitors do\n \n\n
  • - Smartphone &amp; tablet penetration increasing\n - Continued growth trend\n - Dominated by games; but many opportunities in unsaturated categories (which we will explore shortly)\n \n Make audience feel urgency: you&amp;#x2019;re crazy if you don&amp;#x2019;t have a plan for this market yet - your competitors do\n \n\n
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  • To succeed in this new app store economy, you need to make data-informed decisions at nearly every step.\nMad Men gives way to Math Men\n
  • To succeed in this new app store economy, you need to make data-informed decisions at nearly every step.\nMad Men gives way to Math Men\n
  • This information helps you answer questions like:\n Which categories should I invest my company&amp;#x2019;s resources next?\n Which industries will soon have acquisition targets?\n Where is the next big wave of growth coming from?\n
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  • intelligence users have access to the figures to see which industries are generating what share of overall $.\nIf you have a brand with credibility in these categories, and don&amp;#x2019;t have an app - you&amp;#x2019;re leaving millions of $ on the table\n
  • To succeed in this new app store economy, you need to make data-informed decisions at nearly every step.\nMad Men gives way to Math Men\n
  • Having this data informs your team about localization priority\n Do you have assets or IP that you can leverage in these growing markets?\n\n
  • Global growth is being driven primarily by countries who don&amp;#x2019;t speak English natively - how will this affect your products?\nDo you have an English-only brand that can easily be duplicated and localized?\n
  • To succeed in this new app store economy, you need to make data-informed decisions at nearly every step.\nMad Men gives way to Math Men\n
  • (This slide may need some time to explain)\nIf you know how many downloads needed to break into the Top Charts, you can make data-informed decisions on your marketing spend.\n&amp;#x201C;Getting into the Top 5 can bring me X amount of downloads - which can bring me Y amount of revenue - which means it&amp;#x2019;s worth to spend Z on marketing.&amp;#x201D;\n\nGetting into the Top 5 allows you to benefit from organic traffic. Is it worth it for your app?\nIs your LTV strong enough to bear the marketing spend?\nOur intelligence customers use this data to make informed decisions about their COCA and LTV\n
  • To succeed in this new app store economy, you need to make data-informed decisions at nearly every step.\nMad Men gives way to Math Men\n
  • Ties into your marketing strategy - is getting to #1 worth it? There may be significant rewards\nMaybe it only makes sense to spend for #3 ranking, at which point COCA &gt; LTV\n
  • All data on this slide is based on the Top 5 countries.\niOS Top 5 rev/dl countries = 0.36 USD\nGoogle Play Top 5 rev/dl countries = 0.05 USD \n\n\nBenchmark your app against the industry\n\n
  • How is our app doing vs industry? Should we invest more, hold steady or kill it?\n
  • Does it make sense to develop for Android?\n What type of game should we develop next?\n \n
  • Marketing ties into information on Slide 22\n
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  • Transcript of "GigaOM Mobilize 2012 - How App Store Market Data Can Change Your Business"

    1. 1. How App Store Market Data Can Change Your BusinessBertrand Schmitt, App Annie - CEOVatsal Bhardwaj, Storm8 - Head of Product ManagementGigaOM Mobilize, 20 September 2012
    2. 2. Who are your speakers today? Bertrand Schmitt CEO, App Annie - 14 years in analytics, mobile, tech - VP Mobile for Gomez web analytics - COO and VP Marketing at Zandan mobile analytics - MBA from Wharton - MS Computer Networks from ISEP Vatsal Bhardwaj Head of Product Management, Storm8 - 10+ years in corporate and product strategy - Drove strategy for Zynga, Cooliris, Microsoft - Expert data analysis, platform and product strategy - MBA from MIT Sloan - MS Electrical & Computer Engineering from Duke
    3. 3. App Annie is the #1 in app store market data 7 of the Top 10 iOS publishers are customers*A selection of App Annie Intelligence customersCompanies that need app store market data• Game and App Publishers • Mobile Operators• Gaming and Social Networks • Handset Manufacturers• Advertising Networks • Investors• Multinational Brands * Based on Top 100 highest grossing iOS publishers globally as of May 2012
    4. 4. The Industry Standard For App Store Data No Ks SDUsed by more than 125,000 apps The industry standard app rankings The most accurate market and 14,000+ publishers database tracking 1M+ apps estimates available for app stores App Annie Intelligence Supports: iOS Mac Google Windows Phone Play Marketplace
    5. 5. App Annie Store Stats Analyze store rankings for FREE The Most Complete App Database – Tracking > 1 million apps – Split by countries, categories, IAP Analyze Ranks, Features, Reviews – Ranking history back to 2009 – Tools to analyze all sorts of app metrics
    6. 6. App Annie Intelligence Market estimates for the downloads and revenues behind the rankingsCompetitor Monitoring Follow competitors and calculate market shareInternational Outlook Plan international expansion based on ROI, growth trendsProduct Portfolio Planning Understand what kinds of apps are commercially successfulMonetization Know what monetization strategies actually workAd Buying How many downloads to get into Top 25?Investment Research Spot market and investment opportunities earlyBusiness Development Find the best potential partners and customers
    7. 7. Best-in-class Business Intelligence App Annie Intelligence Accurate estimates for downloads and revenues All apps, all countries, all categories • Monthly and weekly reports • Excel and CSV formats • Easy pivot-table analysis • Optimized for database loading • Tableau reports available on demand No competitor has more accurate market data than App Annie*Intelligence data is estimated based on App Annie’s advanced statistical model. Although anonymous user data is used to refine our modeling, App Annie NEVER shares the confidential data of any App Annie Analytics users.
    8. 8. Agenda1. The Market Opportunity2. How data can change your business strategy3. Case Study: Storm8
    9. 9. The Evolution of Media Distribution Companies need market data at every stepPrint Radio Television Web App Stores As content distribution evolves, so does market data
    10. 10. The Stakes Are Getting Larger US: iOS Downloads Trends iOS 300"" 250"" 2x Index&of&Downloads& 200"" 150"" 100"" 50"" !"""" Au 0" Oc 0" De 0" Ja " Fe 1" M 1" Ap 1" M 1" Ju " Ju " Au 1" Se 1" Oc 1" No 1" De 1" Ja " M 2" Ap 2" Ju " Ju " 2" Fe 2" M 2" Se 0" No 0" 10 1 11 11 2 12 l!1 1 1 1 1 !1 r!1 !1 l!1 1 1 t!1 1 1 !1 !1 l!1 1 r!1 1 t!1 p! v! c! n! b! n! g! p! v! c! b! n! n! g! ar ay ar ay Ju Downloads grew 2x in 2 years* Set July-2010 Downloads Data as on App Annie Intelligence United States Estimated Revenues, 2010 July-2012 July Basedindex=100
    11. 11. The Stakes Are Getting Larger US: iOS Revenue Trends iOS 350"" 300"" 3xIndex&of&Revenue& 250"" 200"" 150"" 100"" 50"" !"""" Au 0" Oc 0" De 0" Ja " Fe 1" M 1" Ap 1" M 1" Ju " Ju " Au 1" Se 1" Oc 1" No 1" De 1" Ja " M 2" Ap 2" Ju " Ju " 2" Fe 2" M 2" Se 0" No 0" 10 1 11 11 2 12 l!1 1 1 1 1 !1 r!1 !1 l!1 1 1 t!1 1 1 !1 !1 l!1 1 r!1 1 t!1 p! v! c! n! b! n! g! p! v! c! b! n! n! g! ar ay ar ay Ju Revenues grew 3x in 2 years Based on App Annie Intelligence United States Estimated Revenues, 2010 July-2012 July* Set July-2010 Revenue Data asindex=100
    12. 12. Agenda1. The Market Opportunity2. How data can change your business strategy3. Case Study: Storm8
    13. 13. Business Strategy in the App Store Economy Investment & How do I identify the best Product opportunities? International Who is my best audience? Marketing How do I market my app? How do I effectively Monetization monetize on app stores?
    14. 14. Business Strategy in the App Store Economy Investment & How do I identify the best Product opportunities? International Who is my best audience? Marketing How do I market my app? How do I effectively Monetization monetize on app stores?
    15. 15. What kinds of apps are growing? US:$iOS$Fastest$Growing$Categories$by$Download$ Travel$ 1%$ Naviga=on$ 8%$ Weather$ 9%$Photo$and$Video$ 29%$ iOS Sports$ 35%$ 0%$ 10%$ 20%$ 30%$ 40%$ Diverse opportunities US:$iOS$Fastest$Growing$Categories$by$Revenue$ outside of gaming Social$ 6%$ Naviga=on$ 12%$ Games$ 18%$ Sports$ 36%$ Newsstand$ 47%$ 0%$ 10%$ 20%$ 30%$ 40%$ 50%$ Investment & Based on App Annie Intelligence US Category Estimation, Comparing January 2012 to July 2012 Product
    16. 16. What kinds of apps are growing? US:$Google$Play$Fastest$Growing$Categories$by$DownloadBooks%and%Reference% 41%% Business% 63%% Media%and%Video% 111%%News%and%Magazine% 142%% Google Play Travel%and%Local% 278%% 0%% 50%% 100%% 150%% 200%% 250%% 300%% Growth in Google US:$Google$Play$Fastest$Growing$Categories$by$Revenue$ Play driven by Games% 71%% non-game Social% 86%% Weather% 91%% Comics% 144%% Libraries%and%Demo% 147%% 0%% 50%% 100%% 150%% 200%% Investment & Based on App Annie Intelligence US Category Estimation, Comparing January 2012 to July 2012 Product
    17. 17. What kinds of apps monetize best? iOS Google PlayTop Game Top Non-Game Top Game Top Non-GameCategories Categories Categories CategoriesSimulation Food and Drink Arcade App WidgetsAdventure Health and Fitness Brain EntertainmentStrategy Photo and Video Casual ToolsAction Newsstand Social CommunicationRolePlaying Sports Cards Music and Audio Many revenue opportunities outside of games Based on App Annie Intelligence US Category Estimation, Investment & July 2012 Product
    18. 18. Business Strategy in the App Store Economy Investment & How do I identify the best Product opportunities? International Who is my best audience? Marketing How do I market my app? How do I effectively Monetization monetize on app stores?
    19. 19. Where is the revenue growth internationally? iOS Google Play 2012 January to July Growth Rate 2012 January to July Growth Rate 300%+ 100%% +81%% +239% Growth+rate+of+market+share 250%+Growth%rate%of%market%share% 80%% +212% 200%+ 60%% +166% 150%+ +39%% +35%% +108% +107% 40%% 100%+ +25%% +25%% 20%% 50%+ 0%% 0%+ Brazil! Japan! Thailand! Sweden! Netherlands! Netherlands! South! Switzerland! Japan! South! Africa! Korea! Marketplace becoming more global Based on App Annie Intelligence Worldwide TOTAL Category Estimation, Comparing the Top 25 revenue countries in July 2012 to their International January 2012 revenue.
    20. 20. Where is the download growth internationally? iOS Google Play 2012 January to July Growth Rate 2012 January to July Growth Rate 100%& 80%) +88% +65%Growth&Rate&of&market&Share Growth)Rate)of)market)share 80%& 60%) +53% +51% +51% 60%& +46% +49%& 40%) 40%& +38% +38% +37%& 20%) 20%& 0%& 0%) Brazil! Thailand! Saudi! Philippines! Turkey! Brazil! Thailand!Argentina! Turkey! Mexico! Arabia! Emerging markets driving global growth Based on App Annie Intelligence Worldwide TOTAL Category Estimation, Comparing the Top 25 downloads countries in July 2012 to International their January 2012 downloads.
    21. 21. Business Strategy in the App Store Economy Investment & How do I identify the best Product opportunities? International Who is my best audience? Marketing How do I market my app? How do I effectively Monetization monetize on app stores?
    22. 22. How many downloads do I need to break into the Top Charts? Countries ranked by downloads required to reach Top 5 iPhone Google PlayTier Country Tier Country 1 US 1 US, Korea 2 China 2 Japan 3 UK, Japan 3 Brazil France, Germany, Canada, 4 4 India, Germany Australia 5 Italy, Russia 5 Taiwan, UK, Spain, Russia Optimize spend with data-informed marketing Based on App Annie Intelligence Worldwide Top Apps Free Downloads Estimation in OVERALL Marketing Category, July 2012
    23. 23. Business Strategy in the App Store Economy Investment & How do I identify the best Product opportunities? International Who is my best audience? Marketing How do I market my app? How do I effectively Monetization monetize on app stores?
    24. 24. iOS: Revenue of #1 Top Grossing app, by country Index iOS 100* 80 The top app in the US makes most money Japan not far behind due to very high ARPU 60 40 20 0 United Japan United Australia Canada China Germany France South Thailand States Kingdom Korea Based on App Annie Intelligence worldwide iOS data, Games Category, August 2012 Monetization* Set iOS US Revenue as Index=100
    25. 25. Revenue opportunities by country 0.50""Revenue/Download,USD iOS Google Play 0.40"" 0.30"" 0.20"" 0.10"" !"""" , n, , , n, a, , , , , nd lia ay lia en da es ric pa pa at rw ra ra na ed rla Af Ja Ja St st st Ca No Sw e h, Au d, Au itz ut ite Sw So Un iOS monetizes at 7x Google Play Based on App Annie Intelligence Worldwide iOS and Google Play Monetization Estimation, Q2 2012
    26. 26. Define product category revenue benchmarks US:-Revenue/Download-of-Different-Categories-in-iOS-Store- 0.80"" 0.70""Revenue/Download-USD- 0.60"" Top 10 Average: 0.43 USD 0.50"" 0.40"" 0.30"" 0.20"" 0.10"" !"""" s" n" " s" s" " " " " " l es ity ts er on ca es w ok 2o or th m 2v a2 Ne i sin ed Bo Sp a Ga ea uc vig uc M Bu W od Ed Na Pr High revenue-to-download ROI in niche verticals Based on App Annie Intelligence US App Store Monetization Estimation, Q2 2012
    27. 27. Define product category revenue benchmarks US:-Revenue/Download-of-Different-Categories-in-Google-Play-- 0.4"Revenue/Download-USD- 0.3" 0.2" Top 10 Average: 0.14 USD 0.1" 0" s" " " o" " " " " s" " ts es ss ce on ity hy es ol em or ne m an ap @v a@ To sin Sp Ga Fit "D Fin gr uc liz Bu nd to d" na od " an o s"a o Pr Ph rs rie th Pe al ra He Lib Sports apps monetizing well Based on App Annie Intelligence US Google Play Monetization Estimation, Q2 2012
    28. 28. Business Strategy Questions Answered Investment & I should invest in product X Product International I should expand to country X Marketing I need to spend $X marketing Monetization I can monetize up to $X
    29. 29. Agenda1. The Market Opportunity2. How data can change your business strategy3. Case Study: Storm8
    30. 30. Confidential APP#ANNIE#–#MOBILIZE#‘12## # SEP#2012#
    31. 31. Agenda•  Introduc)on*•  Background**•  How*we*use*App*Annie?*
    32. 32. About&Storm8&•  Founded2009.•  150EmployeesbasedinRedwoodShores,CA.
    33. 33. Background+Story&on&how&Zynga&&&then&Storm8&discovered&App&Annie.&&!
    34. 34. How$we$use$App$Annie?$•  New$Markets$$•  New$Products$•  Compe33ve$Analysis$$
    35. 35. New$Markets$$•  Distribu(on+•  Localiza(on+•  Timing+ Top Google Play Downloads (Jul 12) Top iOS Downloads (Jul 12) United United Other States Other States 30% 22% 33% 27% Mexico 3% South Korea United Russia China 13%Kingdom 2% Italy 15% 3% 2% Australia Spain Japan 3% 2% 7% United Brazil Canada Japan Taiwan India Kingdom Russia 4% 3% Germany 5% 3% Germany 5% France 5% 3% 3% 4% 3%
    36. 36. New$Products$$•  Categories*•  Target*Pla.orms*•  Pricing* Category % of Downloads (Total) % Downloads (iPads) Avg. Pricing Arcade 23% 22% $2.99 Board 6% 26% $0.99 Casino 10% 31% $4.99 Kids / Family 15% 28% $2.99 Puzzle 6% 44% $0.99 Role Playing 10% 19% $6.99 Simulation 18% 22% $2.99 Sports 12% 21% $4.99
    37. 37. Compe&&ve(Analysis((•  MonitorbyCategory(Casino)•  RankChanges•  Interna5onal
    38. 38. Compe&&ve(Analysis((•  Category)Lis-ngs)•  Product)Updates)•  Promo-ons)
    39. 39. SummaryApp#Annie#Store#Stats#and#Intelligence#invaluable#for:#•  Corporate#strategy#&#planning#•  Product#Diagnos<cs##•  Compe<<ve#Monitoring##
    40. 40. Thanks!Start using App Annie Store Stats for free: www.appannie.com/ storestats Learn more about App Annie Intelligence: www.appannie.com/intelligence
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