App discovery webinar fierce

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GetJar CMO, Patrick Mork's presentation on App Discovery

GetJar CMO, Patrick Mork's presentation on App Discovery

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  • Asia still dominated downloads last year. Markets like Japan and Philipines show very high usage of mobile data. Asia 37% of downloads in 2009

Transcript

  • 1. App Discovery in a fragmented mobile world
  • 2. GetJar is the world’s 2 nd largest app store
    • Appsolutely Everything
      • Started in 2005
      • Supports 2200+ phones
      • 70,000+ free apps
      • 90M downloads per month
      • 1 billion downloads to date
      • 200+ countries
    • App / Site Publishing and Promotion for content owners
      • Free distribution
      • Pay-Per-Download distribution
      • App / site promotion
  • 3. Providing distribution for some of the biggest brands… Internet Players Games & Entertainment Social Networking
  • 4. In an industry that will reach 50 bln downloads by 2012 92 % CAGR March 2010, Chetan Sharma Consulting
  • 5. Resulting in a mass market business of sizeable value
    • A $32 billion dollar industry by 2015…Juniper Research
    • US market estimated to be $2 billion this year and $4 billion by 2014…Parks Associates
    • US market data points (Comscore, April 2010)
      • 69 million consumers used apps in April 2010
      • 38 million / 31 million were smartphone / featurephone users
      • Largest categories: Weather, Social Networking, Search, News, Sports
    Confidential
  • 6. All this is driven by content hungry consumers Confidential 18-34 years 61% Male 70% Download Min. 3-4 times week 60% Have downloaded apps with ads 65% Use mobile Internet more then Internet 69% Source: GetJar research poll, 1000 users Q4 2009. GetJar demographic 42% using apps while at home
  • 7. Top apps downloaded on GetJar in August
    • Facebook – social networking
    • Ebuddy – social networking
    • Opera mini - browser
    • Nimbuzz – social networking
    • Google – search
    • Mig33 – social networking
    • Yahoo! Mobile – News / search
    • My-player –
    • Bitstream Bolt – browser
    • Yahoo! Mail - email
    • Facebook – social networking
    • Insyt – search
    • GetJar – search
    • Myxser – entertainment
    • Nimbuzz – social networking
    • Napster – music
    • Jfog – entertainment
    • YouTube – entertainment
    • Fandango – entertainment
    • Ringer - entertainment
    Confidential Global US
  • 8. However, being successful is not child’s play…
    • Over 4,000 different handsets
    • At least 8 different platforms to develop on
    • More then 48 different app stores
    • An estimated 425,000 apps alone in the App Store, Android Market and GetJar
    • Multiple marketing tools including Ad Networks, SMS, MMS, Bluetooth, QR codes…
    Confidential
  • 9. Confidential Publishers have many different choices to promote apps SMS campaigns? App stores? Ad network buys? QR codes? Bluetooth?
  • 10. Consumer marketing – Just App it! Confidential APP IT! is a unique link created when you upload your app / site to GetJar It’s provides you with one, single destination to tell consumers where to get your app or access your site regardless of their phone make/model”
  • 11. The App it! link is created for free Confidential
  • 12. Facebook: App it! off a mobile site Confidential Step 1: Placed the App it! link on their mobile site Step 2: The consumer clicks the link and is taken to their page on GetJar Step3: GetJar serves them the most appropriate app for their handset
  • 13. App it! increased downloads more then 10x
    • Uploaded their site in March 2009
    • Placed the App it! link on their site in Sep 2009
    • Downloads went from 80,000 / week to 1.5 million!
  • 14. Associated Press: Just APP IT! with email!
    • As part of the World Cup the Associated Press wanted to promote it’s apps to users using email
    • They uploaded their apps and mobile site to GetJar
    • Once uploaded they incorporated the link to their APP IT! in an email campaign to several hundred thousand subscribers
    • The resulting email campaign achieved a 20% click through from consumers
  • 15. Cnectd: App It! through Twitter Confidential
    • Uploaded iPhone, Android and BB apps
    • Placed App it! on their website
    • Tweeted the link
    • 600,000 dl’s in 6 days
  • 16. App it! can be used on a website (example) Confidential
  • 17. Or even in a TV spot (through SMS)
    • Include a shortcode SMS in the call to action in your TV commercial or other campaign
    • (eg: “Text: PRIZE to 81118”)
    • Consumers text in a message via SMS on their mobile phone
    • They receive an SMS message to their phone with your APP IT! link http://getjar.com/yourappname or http://getjar.com/yourpromoname
    • They click on this link and are taken to your product page on GetJar where we auto-detect their handset
    • They then download the most appropriate app or site for their phone
    Confidential Text APPIT! to 81118
  • 18. In-store marketing – It’s all about placement
    • PPD: sponsored apps on GetJar
      • Google ad sense type ad service.
      • Bid for premium visibility to increase downloads.
      • Successful bids get premium listing
      • Pay only for successful downloads
    • Channels : GetJar.com and m.GetJar.com, as well as through channel partners like Sprint, Rogers and Sony Ericsson PlayNow Arena
    • Targeting: Bid for downloads by geography, by handsets and by carrier
    m.getjar.com
  • 19. PPD is also visible on getjar.com
  • 20. Case study: Google
    • Goal: Google was looking to reach a global audience with it’s Google Mobile App application
    • Google Mobile App (“Google”) was posted on GetJar and started with 43,000 downloads/month, organically, without promotion.
    • Solution: GetJar Pay Per Download campaigns were deployed in 2 phases
    • Results: Google now receives over 1,000,000 downloads/ month
    • Downloads to date: 14.6 million
    Background and Results Monthly download evolution First PPD campaign 2nd campaign (x3 budget)
  • 21. Case study: Snaptu
    • Goal: Quickly grow user base to attract higher cpm’s for advertisers to place ads in their app. Looked for global distribution
    • Product: Cross platform app that aggregates a users favorites social networking widgets in one place for easier access
    • Solution: Launched multiple PPD campaigns in two phases. Bids targeted by market and multiple campaigns run highlighting different services in the app
    • Downloads to date: 5,200,000
    Background and Results Monthly download evolution First PPD campaign 2nd campaign (x3 budget)
  • 22. Conclusions
    • Apps are becoming big business with estimates of an industry worth $32 billion by 2015
    • GetJar stands at the center of this explosion as the only cross platform app store
    • Marketing apps requires focus on both driving consumers to destinations where they can get apps and marketing within the stores once they get there
    • GetJar’s App it! services helps brands / agencies market their apps while not having to drive users to multiple different app stores
    • Pay-Per-Download is a Google ad sense-like service to get premium visibility for apps while only paying for the downloads you get
    Confidential
  • 23. GetJar Networks Inc. 1510 Fashion Island Blvd, suite 300 San Mateo, California 94404 USA Patrick Mork Chief Marketing Officer patrick@getjar.com www.getjar.com Follow us: