Identifies many of the key market trends in the Indian app business, and what leaders in the market can do to capitalize on these shifts and openings in the market.

1. BEYOND INSTALLS:
KEY MARKET INSIGHTS FOR INDIA

2. MMP
AND PARTNER
45K+2.3B+ 100+
DEVICES
TRACKED
GLOBAL
FOOTPRINT
APPS
WITH SDK
MCOMMERCE
FOCUS
MCOMMERCE
CLIENTS
NO CONFLICT OF
INTEREST
ABOUT APSALAR
USA
INDIA
BRAZIL

3. 1. The m-commerce app land grab is on!
2. It takes a lot more clicks to drive an install than you assume in
your models
3. Double-counting credit for installs is costing you big money
4. Your business challenge definitely doesn’t stop with the install
5. Retargeting is the big opportunity for India
5 KEY INSIGHTS FOR INDIA

4. 1) THE M-COMMERCE LAND GRAB IS ON!
+32%
Number of Phones with
mCommerce Apps
Q2 v. Q1 2015
Number of Installs Number of Events
+27% +54%

5. • Massive global study
• 10 billion installs
• 100 million IAPs
• Data from January 1 2015 to
May 31, 2015
2) IT TAKES A LOT OF CLICKS TO DRIVE AN INSTALL

6. INDIA CHALLENGED BY CLICK AND IAP FRAUD

7. 198 CLICKS TO DRIVE AN INSTALL IN INDIA
198
• Global fraud issue exacerbated in India because of
popularity of APK-based Installs and Internal Installs
• Massive click counts:
• Impeding ability to optimize and assess media performance
• Radically increasing measurement costs with vendors that
charges of every click
• Comprehensive measurement including FB and third-
party app stores is essential

8. I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT! I DROVE IT! I DROVE IT!
I DROVE IT!
3) DOUBLE-COUNTING OF INSTALLS IS A SIGNIFICANT ISSUE
• Any media company that touches a consumer will believe they deserve
payment for the install
• Tracking vendor performance particularly challenging because Indian
companies work with so many vendors
• Without comprehensive ongoing measurement and attribution, Indian
companies are paying 2-,3-,4- times for the same transaction or install

9. Challenge
• Leading Indian online retailer believed they were paying twice or
three times for installs because multiple vendors were taking credit.
Solution
• Implement Apsalar Attribution to track which vendors deserved
credit for an install.
Results
• By crediting installs to only one vendor, Apsalar was able to reduce
average CPI by 21%.
• Apsalar also provided counts of attributed installs to vendors to
eliminate data discrepancies.
WITHOUT
APSALAR
WITH
APSALAR
AVERAGE CPI
21% LOWER
CASE STUDY: ELIMINATING DOUBLE-COUNTING REDUCES CPI BY 21%

10. APPS PER
PHONES
APPS USED
WEEKLY
APPS
UNUSED
61 7.1 53.9
4) THE CHALLENGE DOESN’T STOP WITH THE INSTALL
Source: Nielsen

11. APSALAR DATA SHOW: IT’S ALL ABOUT THE STATE OF YOUR
CUSTOMER FUNNEL
The Dream Funnel The Upside-Down Umbrella The Where is It Funnel? The Bulging Funnel
Optimization of user experience is proving critical for
Indian app marketers
MANY BRANDS DON’T KNOW
WHERE THEIR BOTTLENECKS ARE!

12. SUCCESS IS ABOUT PROGRESSIVE ENGAGEMENT OPTIMIZATION
App
Customer
Life Cycle
Planning
AUTHENTICATION
EVENTS
ENGAGEMENT
EVENTS
INTENT
EVENTS
CONVERSION
EVENTS
Authentication Events: Who am I?
Engagement Events: Am I actually using the app?
Intent Events: Am I gradually moving toward making a
purchase?
Conversion Events: Not just that I purchased. What did I
purchase, and what drove me to buy now?
Content to help brands
uncover the opportunities
to optimize

13. LONG-TERM MEASUREMENT MATTERS
• Maximum 30-day measurement windows causing serious
problems for mcommerce businesses globally
• Problematic for retail, finance, travel, on-demand services
• Purchase cycles longer
• Objective is to build ongoing customer relationships
• Since installs are a very poor predictor of future revenue,
many companies are struggling to drive revenue and
optimize

14. 5) RETARGETING THE BIG OPPORTUNITY FOR
INDIA
Acquisition to Retargeting Spend Ratio
Acquisition,
73%
Retargeting,
27%
USA
Acquisition,
84%
Retargeting,
16%
EU
Acquisition,
99%
Retargeting,
1%
INDIA

15. RETARGETING DRIVING GREAT RETURNS
WORLDWIDE IN KEY INDIAN CATEGORIES
ROI FROM RETARGETING
On Demand Services Travel
Retail
Subscription Services Low IAP Penetration Games
High IAP Penetration Games
Utility Apps

16. THINK MORE BROADLY THAN JUST SINGLE-
EVENT-BASED RETARGETING…
CATEGORY
CUSTOMERS
LIFESTYLE/LIFE
STAGE
BRAND
AFFINITY
BUYING
STAGE
BUYER
DECILES
LAPSED
CUSTOMERS

17. CRM
PUSH
NOTIFICATIONS
MESSAGE
CENTER
eWALLET
MKTG
AUTOMATION
DATA-DRIVEN
DECISIONING
REMEMBER: RETARGETING IS MORE THAN
AN AD TARGETING STRATEGY

18. 1. The m-commerce app land grab is on!
2. It takes a lot more clicks to drive an install than you assume in
your models
3. Double-counting credit for installs is costing you big money
4. Your business challenge definitely doesn’t stop with the install
5. Retargeting is the big opportunity for India
5 KEY INSIGHTS FOR INDIA

19. What to MeasureHow to ChooseWhat to Watch For
WWW.APSALAR.COM/RESOURCES/
Plus 26 Other Whitepapers and Cheatsheets