Mobile App StoresEconomy23rd November 2012VAS ForumYu Junde(VP BD APAC)           CONFIDENTIAL PROPERTY OF APP ANNIE - DO ...
Agenda1.   About App Annie2.   The Market Opportunity3.   How data can change your     business strategy               CON...
Our Vision: Evolving Media Landscapes  1950        S               2000               S                                   ...
App Annie: Worldwide Presence and Int’l Team      Beijing               Hong Kong                              San Francis...
#1 App Store Analytics and Market Data!                                 125,000+ apps, 60,000+ registered usersApps & Game...
App Annie Products: the Industry Standard                           No                              Ks                    ...
App Annie Intelligence                                               Accurate Estimates for                               ...
A Selection of our Intelligence CustomersSelected Intelligence CustomersWhat kinds of companies can benefit from App Annie ...
Agenda1.   About App Annie2.   The Market Opportunity3.   How data can change your     business strategy              CONF...
Industry Growth in Russia                                                      Russia: Growth of Downloads                ...
Industry Growth in Russia                                                                      Russia: Growth of Revenue  ...
Why Go Global?Countries breakdown                                                            Countries breakdown   By Down...
Why go global- Google Play          Countries breakdown                                                                 Co...
Which Russian Companies are Global? Top 10 Russian publishers                                                          Top...
Which Russian Companies are Global? Top 10 Russian publishers by                                                          ...
Agenda1.   About App Annie2.   The Market Opportunity3.   How data can change     your business strategy               CON...
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...
Monetizing in the US: Top Categories  Top Categories by Total Revenue in US      iOS                                      ...
Monetizing in the US: Top Rev/Download Categories      iOS                                                                ...
Business Strategy in the App Store Economy      Investment &    How do I identify the best         Product      opportunit...
Top Countries      Downloads                 Revenues                                        Downloads               Reven...
Where is the App revenue growth internationally?                             Highest iOS Revenue Growth Countries2.5X$2.0X...
Where is the App revenue growth internationally?                Highest Google Play Revenue Growth Countries14X#12X#10X# 8...
Revenue per Download for iOS$0.60$$                    $0.52&&                                                            ...
Revenue per Download for iOS Games$1.40$$                                                                                 ...
Revenue per Download for Google Play$0.16$             $0.15%                                                             ...
Revenue per Download for Google Play Games$0.70$                   $0.60&                                                 ...
Business Strategy in the App Store Economy      Investment &    How do I identify the best         Product      opportunit...
Marketing Case Study: iOS Card Games  Marketing: Number of Downloads                                                      ...
How many downloads do I need                     to break into the Top Charts?Countries ranked by downloads required to re...
Business Strategy in the App Store Economy      Investment &    How do I identify the best         Product      opportunit...
Month Revenue of #1 Top Grossing iOS App                                 Top app revenue in Japan is highest due to very h...
Month Revenue of #1 Top Grossing Google Play App                                           Not much revenue outside top 3 ...
Monetization Case Study: ThailandThailand iOS Top Grossing Chart, 12 Sept 2012                                            ...
Business Strategy in the App Store Economy     Investment &                      I should invest in product X        Produ...
Thank you!www.appannie.com@Appannie      CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE   Ⓒ AppAnnie 2012         CO...
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1217yu

  1. 1. Mobile App StoresEconomy23rd November 2012VAS ForumYu Junde(VP BD APAC) CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  2. 2. Agenda1. About App Annie2. The Market Opportunity3. How data can change your business strategy CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  3. 3. Our Vision: Evolving Media Landscapes 1950 S 2000 S 2010 SBroadcast Open Web App MarketplacesMarket data for TV Market data for Market data for the leading app stores ratings etc. websites, visits, visitors etc. As media landscapes evolve, so has market data CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012
  4. 4. App Annie: Worldwide Presence and Int’l Team Beijing Hong Kong San Francisco Paris4 officesBeijing, Hong Kong, San Francisco, Paris45 (Q3)  70 (Q4) employeesTeam is growing fast thanks to the trust of our global users, customers and investorsUSD 7M investment China US US Japan CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012
  5. 5. #1 App Store Analytics and Market Data! 125,000+ apps, 60,000+ registered usersApps & GamePublishersVCs, MediaAgenciesOEMs, Carriers,Platforms 80% of the Top 100 iOS publishers use App Annie* * Based on Top 100 highest grossing iOS publishers globally as of August 2012 using App Annie Store Stats CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012
  6. 6. App Annie Products: the Industry Standard No Ks SDUsed daily for sales and downloads The industry standard app rankings The most accurate market tracking by 125,000+ apps database tracking 1,000,000+ apps estimates available for app stores App Annie Intelligence Supports: iOS Mac Google Windows Phone Nokia Play Marketplace Store CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012
  7. 7. App Annie Intelligence Accurate Estimates for Downloads and Revenues All Apps, all Countries, all CategoriesCompetitor Monitoring Follow competitors and calculate market share !International 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
  8. 8. A Selection of our Intelligence CustomersSelected Intelligence CustomersWhat kinds of companies can benefit from App Annie Intelligence?• Game and App Publishers • Mobile Operators• Gaming and Social Networks • Device/PC Manufacturers• Advertising Networks • Investors: VCs, Hedge Funds CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  9. 9. Agenda1. About App Annie2. The Market Opportunity3. How data can change your business strategy CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  10. 10. Industry Growth in Russia Russia: Growth of Downloads 250" +66% 200" Index%of%Revenue% iOS 150" +3 1 % 100" 50" Google Play 0" 2012$01% 2012$02% 2012$03% 2012$04% 2012$05% 2012$06% 2012$07% 2012$08% 2012$09%*  Set  January-­‐2012  iOS  Downloads  Data  as  index=100 Google Play downloads higher and growing faster than iOS Based  on  App  Annie  Intelligence  EsAmaAon,  Total  Category,  2012  January  -­‐  2012  September
  11. 11. Industry Growth in Russia Russia: Growth of Revenue 1800" 1600" +4 2 % 1400"Index%of%Revenue% 1200" iOS 1000" 800" 600" % 400" +1 7 9 Google 200" Play 0" 2012$01% 2012$02% 2012$03% 2012$04% 2012$05% 2012$06% 2012$07% 2012$08% 2012$09% *  Set  January-­‐2012  Google  Play  Revenue  Data  as  index=100 Google Play revenue low, but growing fast Based  on  App  Annie  Intelligence  EsAmaAon,  Total  Category,  2012  January  -­‐  2012  September
  12. 12. Why Go Global?Countries breakdown Countries breakdown By Downloads By Revenue iOS ROW$ ROW$ APAC$ 12%$ APAC$ 20%$ 31%$ 27%$ US$35%$US$26%$ Rest$of$ Rest$of$ Europe$ Europe$ 24%$ 21%$ Russia$ Russia$ 2%$ 2%$ Outside of Russia, there is 98% of iOS market Based  on  App  Annie  Intelligence  iOS  EsAmaAon,  Total  Category,  2012  Q3 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  13. 13. Why go global- Google Play Countries breakdown Countries breakdown By Downloads By Revenue Google ROW$ ROW$5%$ Play 15%$ APAC$ 42%$ US$32%$ APAC$ US$21%$ 46%$ Rest$of$ Rest$of$ Europe$ Europe$Russia$ 18%$ Russia$ 15%$ 4%$ 2%$ APAC holds majority market share for Google Play Based  on  App  Annie  Intelligence  Google  Play  EsAmaAon,  Total  Category,  2012  Q3 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  14. 14. Which Russian Companies are Global? Top 10 Russian publishers Top 10 Russian publishers by by iOS Revenue in Russia iOS Revenue outside Russia (Alphabetical order) (Alphabetical order)ABBYY ABBYYCrystal Reality Media Alawar EntertainmentDigestMedia Game Insight iOS iOSEtnogenez Good.iWare Russia Rest of WorldGame Insight JoyBits Revenue: Revenue:ID Interactive 1X MacPhun 3.3XiMobilco PlaymousNavitel Tatem GamesProGorod Transas MarineМТС ZeptoLab Different profile of Russian publishers who do well locally, and abroad Based  on  App  Annie  Intelligence  EsAmated  IOS  Revenue,  Overall  Category  Q3  2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  15. 15. Which Russian Companies are Global? Top 10 Russian publishers by Top 10 Russian publishers by Google Play Revenue in Russia Google Play Revenue outside Russia (Alphabetical order) (Alphabetical order) ABBYY Software House Alawar Entertainment Alawar Entertainment Elecont software Game Garden™ Game Garden™ Google Google Game Insight Play Game Insight Play i-Free Innovations KamaGames Russia Rest of World KamaGames Revenue: Kaspersky Lab Revenue: Kaspersky Lab 1X Mobile Stream 7.6X Pixonic Pixonic Social Quantum Ltd SPB Software ZeptoLab ZeptoLabRussian publishers making much more Google Play revenue outside of Russia Based  on  App  Annie  Intelligence  EsAmated  Google  Play  Revenue,  Overall  Category  Q3  2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  16. 16. Agenda1. About App Annie2. The Market Opportunity3. How data can change your business strategy CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  17. 17. 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?
  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. Monetizing in the US: Top Categories Top Categories by Total Revenue in US iOS Google Play 1. Simulation 1. Arcade 2. Adventure 2. Cards 3. Strategy 3. Casual 4. Action 4. Brain 5. Card 5. ToolsGame categories monetize differently on iOS and Google Play Based  on  App  Annie  Intelligence  United  States  EsAmated  Revenues,  September  2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  20. 20. Monetizing in the US: Top Rev/Download Categories iOS Google Play Category Rev / Download Category Rev / Download Casino $1.77 Cards $0.64 Card $1.67 Medical $0.43 Strategy $1.24 Casual $0.39 RPG $1.07 Arcade $0.32 Newsstand $0.99 Business $0.27 Cards Games have high Revenue per Download in the US for both iOS and Google Play Based  on  App  Annie  Intelligence  United  States  EsAmated  Revenues  and  Downloads,    September  2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  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. Top Countries Downloads Revenues Downloads Revenues 1. United States 1. United States 1. United States 1. United States 2. China 2. Japan 2. South Korea 2. Japan 3. United Kingdom 3. United Kingdom 3. Japan 3. South Korea 4. Japan 4. Australia 4. India 4. United Kingdom 5. France 5. Canada 5. Germany 5. Germany 6. Germany 6. Germany 6. Russia 6. Australia 7. Canada 7. France 7. Brazil 7. FranceiOS Google 8. Australia 8. China 8. Taiwan 8. Russia Play 9. Italy 9. Russia 9. United Kingdom 9. Canada 10. Russia 10. Italy 10. Mexico 10. Spain 11. South Korea 11. Switzerland 11. Spain 11. Italy 12. Mexico 12. South Korea 12. Italy 12. Sweden 13. Saudi Arabia 13. Netherlands 13. France 13. Netherlands 14. Thailand 14. Brazil 14. Malaysia 14. Brazil 15. Brazil 15. Sweden 15. Thailand 15. SwitzerlandRussia is amongst the global top 10 smartphone apps markets Based on App Annie Intelligence Worldwide TOTAL Category Estimation, Q3 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  23. 23. Where is the App revenue growth internationally? Highest iOS Revenue Growth Countries2.5X$2.0X$1.5X$1.0X$ iOS0.5X$0.0X$ il n d Sw a en ia ey an nd ce az in pa an ss an rk iw ed la Ch Br Ru Ja al ai Tu Fr Ta Ze Th w Ne Brazil has fastest worldwide iOS revenue growth Based  on  App  Annie  Intelligence  Grossing  EsAmaAon,  Top  25  Grossing  Countries  of  2012  Sep,  comparing  Jan  to  Sep  Growth  Rate  of  Grossing CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  24. 24. Where is the App revenue growth internationally? Highest Google Play Revenue Growth Countries14X#12X#10X# 8X# 6X# Google Play 4X# 2X# 0X# a& & n& a& & e& & n& & s& nd sia na nd nd re ric or pa ai n: la la ne Sp Ko ap la Af Ja er ai ge do er ng h& h& Th itz th Ar ut ut In Si Sw Ne SoSo Some emerging markets growing fast on Google Play Based  on  App  Annie  Intelligence  Grossing  EsAmaAon,  Top  25  Grossing  Countries  of  2012  Sep,  comparing  Jan  to  Sep  Growth  Rate  of  Grossing CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  25. 25. Revenue per Download for iOS$0.60$$ $0.52&& iOS$0.50$$ $0.48&& $0.44&&$0.40$$ $0.37&& $0.31&& $0.29&&$0.30$$ $0.27&& $0.26&& $0.25&& $0.21&& $0.21&&$0.20$$ $0.17&&$0.10$$ $0.04&&$0.00$$ & & & n& & e& & a& & a& & & y& es W ay m ia da lia nd re in an or pa ss do at W rw ra na rla Ch Ko ap rm Ru Ja St st ng Ca No e ng h& d& Au itz Ge Ki ut ite Si Sw d& So Un ite Un Many Western countries have higher Revenues per Download compared to the worldwide average Gross  Revenue  /  Total  Downloads  of  apps  moneAzing  on  the  App  Store  in  Top  25  Revenue  Countries.   Based  on  App  Annie  Intelligence  worldwide  data,  TOTAL  Category,  Q3  2012
  26. 26. Revenue per Download for iOS Games$1.40$$ iOS $1.18&&$1.20$$$1.00$$$0.80$$ $0.69&& $0.59&&$0.60$$ $0.54&& $0.48&& $0.48&& $0.47&& $0.42&& $0.36&& $0.37&&$0.40$$ $0.31&& $0.27&&$0.20$$ $0.08&&$0.00$$ & e& & & & n& a& & & a& & g& & es W ay m ia da lia nd on re in or pa ss do at W rw ra na la Ch Ko ap Ru &K Ja St st er ng Ca No ng ng h& d& Au itz Ki ut ite Ho Si Sw d& So Un ite Un Japan has by far the highest revenue per download for iOS Games Gross  Revenue  /  Total  Downloads  of  apps  moneAzing  on  the  App  Store  in  Top  25  Revenue  Countries.   Based  on  App  Annie  Intelligence  worldwide  data,  Games  Category,  Q3  2012
  27. 27. Revenue per Download for Google Play$0.16$ $0.15% Google Play$0.14$$0.12$$0.10$ $0.10%$0.08$ $0.06% $0.06%$0.06$ $0.05% $0.05% $0.05% $0.05% $0.05% $0.04% $0.04%$0.04$ $0.02%$0.02$$0.00$ % % % n% a% % a% % % % % % es W m en da ce ia lia nd ric re pa ss do at W an ra na ed la Ko Af Ru Ja St st er ng Fr Ca Sw h% h% d% Au itz Ki ut ut ite Sw d% So So Un ite Un Similar ranking of countries, but with lower Revenues per Download on Google Play Gross  Revenue  /  Total  Downloads  of  apps  moneAzing  on  the  Google  Play  Store  in  Top  25  Revenue  Countries.   Based  on  App  Annie  Intelligence  worldwide  data,  TOTAL  Category,  Q3  2012
  28. 28. Revenue per Download for Google Play Games$0.70$ $0.60& Google Play$0.60$$0.50$$0.40$$0.30$ $0.27& $0.20& $0.19& $0.19&$0.20$ $0.14& $0.14& $0.13& $0.12& $0.12& $0.09&$0.10$ $0.04&$0.00$ & a& & & n& a& & & & & & & es W m en da ce ia lia nd re ric pa ss do at W an ra na ed la Ko Af Ru Ja St st er ng Fr Ca Sw h& h& d& Au itz Ki ut ut ite Sw d& So So Un ite Un Japan has the highest revenue per download for Google Play Games Gross  Revenue  /  Total  Downloads  of  apps  moneAzing  on  the  Google  Play  Store  in  Top  25  Revenue  Countries.   Based  on  App  Annie  Intelligence  worldwide  data,  Games  Category,    2012-­‐September
  29. 29. 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?
  30. 30. Marketing Case Study: iOS Card Games Marketing: Number of Downloads ROI: Revenue For #5 Top Downloads Card Games Category For #5 Top Grossing Card Games Category 1.3X 3.4X 1X iOS 1X Canada% Australia% Canada% Australia% Australia’s Card Games Top Free Australia can bring 3.4X moreChart is easier to climb than Canada revenue for Card Games Based  on  App  Annie  Intelligence  worldwide  iOS  data,  Games  Category,  August  2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
  31. 31. How many downloads do I need to break into the Top Charts?Countries ranked by downloads required to reach Top 5 Overall Category iPhone Google PlayRank Country Rank Country 1 US 1 South Korea 2 China 2 US 3 UK, Japan 3 Japan Germany, Russia, UK, 4 France, Germany, Australia 4 India,Taiwan 5 Canada, Italy, Russia 5 Brazil, Spain It is harder to climb the South Korea Google Play Chart than the US! Based  on  App  Annie  Intelligence  Worldwide  Top  Apps  Free  Downloads  EsAmaAon  in  OVERALL  Category,  September  2012
  32. 32. 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?
  33. 33. Month Revenue of #1 Top Grossing iOS App Top app revenue in Japan is highest due to very high ARPU Top app revenue in the US has fallen behind Japan !200!! Top app in Japan makes 19X revenue of the top app in Korea !150!!Index%of%Revenue% iOS !100!! !50!! !"!!!! % n% % % il% % a% a% % % % y% es lia da ce ia nd m az in re an pa ss do at an ra na la Ch Ko Br Ru rm Ja St ai st ng Fr Ca h% Th d% Au Ge Ki ut ite d% So Un ite Un* Set iOS US Revenue as Index=100 Based  on  App  Annie  Intelligence  worldwide  iOS  data,  Overall  Category,  October  2012
  34. 34. Month Revenue of #1 Top Grossing Google Play App Not much revenue outside top 3 countries !200!! Top app in Japan makes 76X top app in Sweden !150!!Index%of%Revenue% Google Play !100!! !50!! !"!!!! % % n% a% % % % % y% % es m lia ia en ce da an re pa ss do at an ra na ed Ko rm Ru Ja St st ng Fr Ca Sw h% d% Au Ge Ki ut ite d% So Un ite Un* Set Google Play US Based  on  App  Annie  Intelligence  worldwide  Google  Play  data,  Overall  Category,  October  2012Revenue as Index=100
  35. 35. Monetization Case Study: ThailandThailand iOS Top Grossing Chart, 12 Sept 2012 iOS 3-4X daily revenue 1X daily revenue Localizing  for    smaller  countries  might  bring  unexpected  ROI Based  on  App  Annie  Intelligence  worldwide  iOS  data,  GDO NOTategory,  September  2012 CONFIDENTIAL PROPERTY OF APP ANNIE - ames  C DISCLOSE
  36. 36. Business Strategy in the App Store Economy 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
  37. 37. Thank you!www.appannie.com@Appannie CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

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