November 2012!Marketing in the Mobile First Era!Richard Firminger, GM, EMEA!
Flurry Track Record!Number 1 Mobile Reach !Monthly Unique Users!     720M!Number 1 Analytics!Application Developers!    85...
The Rise of Mobile Apps! Flurry Sessions per Month!                                                                       ...
The Fastest Adopted Technology. Ever.!iOS & Android devices vs. top technologies, 5 years after introduction!!            ...
Addressable Market to Surpass 1 Billion Next Year!Active smartphone & tablet devices! Total Addressable Market! Aggressive...
Apps Are Disrupting the World!Top Countries by Active iOS & Android Devices (millions)! 165       128               31    ...
Apps Are Disrupting Emerging Markets!Fastest Growing iOS & Android Markets by Active Devices!401%         279%            ...
Microsoft Blows by a Beleaguered Research in Motion!Flurry New Project Starts, RIM vs. Microsoft!!                        ...
Microsoft Sets Its Sights on Android!Flurry New Project Starts Q2 2011 vs. Q2 2012!                  1%   1%              ...
Revenue Is Scaling!               WW iOS & Android App Revenue by Source!               !Billions	                   $9   ...
Mobile App Usage Overtook Online in 2011!U.S. mobile apps vs. web consumption, minutes per day!!    WEB BROWSING          ...
Mobile Apps Dominate Time Spent on Smartphones!Share of time spent on smartphones!!                                       ...
The App Audience Behaviour & Growth!
Mobile App Usage Is “Prime Time All the Time”!                                   Daypart comparison, people 15+ using medi...
Even Canabilising Prime Time TV Viewing!Time spent using smart devices while watching TV!    1.61.6	         HRS	      HOU...
Mobile Ad Spends Are Taking Off!
A Shift in Ad Spending Is Inevitable!2011 U.S. ad spending vs. consumer time spent!! 43%         40%                      ...
Marketers Are Already Committed!% of marketers in 2011 that planned to:!   Increase 2012 Mobile Ad Budget!                ...
Expect a Flood of Mobile Ad Spending!Projection of U.S. mobile ad spending!!                                              ...
Mobile App Media Maturing       TODAY                    OVER NEXT 12 MONTHSLoosely-­‐targeted	            Target	  User	 ...
Building a Successful App Is Hard91%	                         %	  of	  Interbrand	  Top	  100	  brands	                   ...
The App Download Is Only The First Battle!                    Consumers	  download	  an	  average	  of	  85	  apps	       ...
What Does App Retention Look Like?        iOS & Android App User Retention, Months Since Acquisition (%)100%       38%    ...
The App Marketing Virtuous Cycle!
The New App Marketing Virtuous Cycle!1.  The	  Current	  State	  of	  App	  Marke/ng	  2.  Can	  We	  Find	  Another	  Way...
Today App Marketing = App Store Rank!•  Buy	  enough	  thrust	  to	  get	  into	  orbit	  (downloads	  in	  24	  hours)	  ...
Fuel Prices Are Going Up!
Itʼs Already Expensive!      Rank	                         Required	                            Subsequent	          1	   ...
Competition for Consumers Continues to Increase!Over 1 million available apps on iOS and Android!                         ...
Thanks!richard@flurry.com!
- w . a-o f ec. m w wn hc n r e o      o    en c- wt ro n ac n r c ti . m/o ho f e e   tc    e         en- w .cb o. m/O H ...
- w . a-o f ec. m w wn hc n r e o      o    en c- wt ro n ac n r c ti . m/o ho f e e   tc    e         en- w .cb o. m/O H ...
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Flurry Analytics - NOAH12 London

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Who Will Win the Mobile Industry War: Keynote by Richard Firminger, General Manager EMEA of Flurry Analytics at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.

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Flurry Analytics - NOAH12 London

  1. 1. November 2012!Marketing in the Mobile First Era!Richard Firminger, GM, EMEA!
  2. 2. Flurry Track Record!Number 1 Mobile Reach !Monthly Unique Users! 720M!Number 1 Analytics!Application Developers! 85K!Applications! 240K!Monthly Unique 60B!Sessions!Number 2 Ad Network !Monthly Clips! 120M!
  3. 3. The Rise of Mobile Apps! Flurry Sessions per Month! Facebook vs. Social AppsBillions 50 26 21 MINS MINS 40 Web Apps 30 Web Browsing vs. Apps 20 74 81 MINS MINS Web Apps 10 - Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul 08 08 08 09 09 09 09 09 09 10 10 10 10 10 10 11 11 11 11 11 11 12 12 12 12
  4. 4. The Fastest Adopted Technology. Ever.!iOS & Android devices vs. top technologies, 5 years after introduction!! 2X 3X!10XFASTER than the FASTER than the FASTER than current1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry!
  5. 5. Addressable Market to Surpass 1 Billion Next Year!Active smartphone & tablet devices! Total Addressable Market! Aggressive: 5B WW Mobile Device Owners! Conservative: 2B WW Adults, Middle Class or higher! 1.1 B Upside: ! Smartphones – dropping prices, especially Android! Tablets – little replacement, mainly new; sub for PCs! Connected TVs – to be shipped! Reference:! 660 M 2.3 Billion Internet Subscribers today! 331 M 76 M 23 M Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E Source: Flurry Analytics!
  6. 6. Apps Are Disrupting the World!Top Countries by Active iOS & Android Devices (millions)! 165 128 31 28 22 19 17 16 13 13 US China UK S. Korea Japan Germany France Canada Spain Brazil Source: Flurry Analytics active devices July 2012!
  7. 7. Apps Are Disrupting Emerging Markets!Fastest Growing iOS & Android Markets by Active Devices!401% 279% 220% 217% 196% 193% 193% 189% 185% 171% China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011!
  8. 8. Microsoft Blows by a Beleaguered Research in Motion!Flurry New Project Starts, RIM vs. Microsoft!! 6%6% WINDOWS PHONE BLACKBERRY5% 4%4% 3%3% 3% 3% 2% 2% 2%2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%1% 2% 1% 1% 1% 1% 1%0% Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Source:  Flurry  Analy/cs  
  9. 9. Microsoft Sets Its Sights on Android!Flurry New Project Starts Q2 2011 vs. Q2 2012! 1% 1% 3% 1% 27% 28% 71% 68% Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source:  Flurry  Analy/cs  
  10. 10. Revenue Is Scaling! WW iOS & Android App Revenue by Source! !Billions   $9 ! ADVERTISING REVENUE $8 PREMIUM & IAP REVENUE 23% $7 $6 $5 18% $4 77% $3 82% $2 $1 $- 2010 2012E Source: Flurry Analytics, forecast based on Flurry analysis!
  11. 11. Mobile App Usage Overtook Online in 2011!U.S. mobile apps vs. web consumption, minutes per day!! WEB BROWSING MOBILE APPS 94   81   MINUTES   70   66   74   MINUTES   72   64   MINUTES   MINUTES   MINUTES   MINUTES   MINUTES   43   MINUTES   June 2010 Dec 2010 June 2011 Dec 2011 Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only!
  12. 12. Mobile Apps Dominate Time Spent on Smartphones!Share of time spent on smartphones!! More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012!
  13. 13. The App Audience Behaviour & Growth!
  14. 14. Mobile App Usage Is “Prime Time All the Time”! Daypart comparison, people 15+ using medium in U.S.! !%  of  Audience  Share   70% TELEVISION INTERNET iOS & ANDROID APPS 60% 50% 40% 30% 20% 10% 0% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am Hour  of  Day   Sources:  TV  &  Internet  dayparts  from  analysis  by  Michael  Zimbalist  (2/10);  Nielsen  Na/onal  People  Meter;  comScore  Media  Metrix       Mobile  applica/on  daypart  from  analysis  by  Flurry  (8/11);  Flurry  Analy/cs,  n  =  15.2M  DAUs    
  15. 15. Even Canabilising Prime Time TV Viewing!Time spent using smart devices while watching TV! 1.61.6   HRS   HOURS 1.7 HOURS 84% of mobile device owners spend over 1.6 hours   per day using mobile devices while watching TV TABLET SMARTPHONE OWNERS OWNERS Sources:  OPA  /  Magid  Portrait  of  Today’s  Tablet  User  Wave  II,  July  2012;  Portrait  of  Today’s  Smartphone  User,  August  2012  
  16. 16. Mobile Ad Spends Are Taking Off!
  17. 17. A Shift in Ad Spending Is Inevitable!2011 U.S. ad spending vs. consumer time spent!! 43% 40% AD  SPEND  PER  MEDIA   TIME  SPENT  PER  MEDIA   29% 22% 23% 16% 11% 9% 6% 1% TV   Print   Web   Radio   Mobile   Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics!
  18. 18. Marketers Are Already Committed!% of marketers in 2011 that planned to:! Increase 2012 Mobile Ad Budget! 72%! Increase Mobile Ad Budget! BY OVER 50%! 35%! Source: IAB / Ovum Marketer Perceptions Of Mobile Advertising July 2011!
  19. 19. Expect a Flood of Mobile Ad Spending!Projection of U.S. mobile ad spending!! $10.9B     $8.7B     $6.5B     $4.3B     $2.6B     2011 2012 2013 2014 2015 Source:  eMarketer  Jan  2012  
  20. 20. Mobile App Media Maturing TODAY OVER NEXT 12 MONTHSLoosely-­‐targeted   Target  User  Interest,  Age,  Campaigns   Gender  and  Loca/on  Unable  to  Measure   Track  Conversion  Quality  and  Campaign  Effec/veness   Brand  Metrics  Impact  Fragmented  Media  Is   Purchase  at  Scale  via  Agency  Hard  to  Buy   Trading  Desks  and  Premium   Media  Representa/ves  
  21. 21. Building a Successful App Is Hard91%   %  of  Interbrand  Top  100  brands    with  apps       4%   %  of  Interbrand  Top  100  brands     in  top  100  app  ranking  (App  Store  UK)   Source:  App  Store  “Free”  Ranking  May  6,  2012,  Interbrand  Top  100  Global  Brands  of  2011,  Dis/mo  
  22. 22. The App Download Is Only The First Battle! Consumers  download  an  average  of  85  apps   But  use  only  5-­‐10  apps  in  a  given  week   Source:  Flurry  Analy/cs,  Jan  2012  –  March  2012  
  23. 23. What Does App Retention Look Like? iOS & Android App User Retention, Months Since Acquisition (%)100% 38% 29% 24% 20% 16% 14% 11% 9% 7% 6% 5% 4% 0 1 2 3 4 5 6 7 8 9 10 11 12 Source:  Flurry  Analy/cs  &  Es/mates  
  24. 24. The App Marketing Virtuous Cycle!
  25. 25. The New App Marketing Virtuous Cycle!1.  The  Current  State  of  App  Marke/ng  2.  Can  We  Find  Another  Way?  3.  The  New  App  Marke/ng  Virtuous  Cycle  
  26. 26. Today App Marketing = App Store Rank!•  Buy  enough  thrust  to  get  into  orbit  (downloads  in  24  hours)  •  Don’t  worry  about  the  quality  of  users  you’re  using  as  thrust  •  Once  you  rank,  your  app  gets  an  organic  lio  •  And  then,  when  you  run  the  numbers,  blended  CPA  is  “cheap”  •  What’s  wrong  with  this  picture?  
  27. 27. Fuel Prices Are Going Up!
  28. 28. Itʼs Already Expensive! Rank   Required   Subsequent   1   150,000   180,000   Top  5   125,000   150,000   Top  10   100,000   125,000   Top  15   75,000   100,000   Top  25   50,000   75,000   Top  50   30,000   45,000   Required  =  number  of  downloads  required  in  24  hours  to  reach  posi9on   Subsequent  =  number  of  downloads  per  day  once  posi9on  is  reached  
  29. 29. Competition for Consumers Continues to Increase!Over 1 million available apps on iOS and Android! 600 GOOGLE PLAY iTUNES APP STORE 500 460 425 400 350 250 250 200 160 80 28 20 2March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012
  30. 30. Thanks!richard@flurry.com!
  31. 31. - w . a-o f ec. m w wn hc n r e o o en c- wt ro n ac n r c ti . m/o ho f e e tc e en- w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en
  32. 32. - w . a-o f ec. m w wn hc n r e o o en c- wt ro n ac n r c ti . m/o ho f e e tc e en- w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en

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