apprupt at MoMo Austria

App Marketing Product, Channels and Metrics Hagenberg, March 5th, 2010 Mobile Monday Austria Kjell Fischer (@KjellFischer) apprupt (@apprupt)

Or, get featured. „The application was netting an average of about $80-$100/day, until it became a featured app on the Marketplace. Since then, sales have been phenomenal, netting an average of $435/day, with a one day record of $772 on Valentine's Day." Edward Kim, Car Locator (Android) © 2010 apprupt GmbH • www.apprupt.com 6

In other words... Earnings per Customer Cost of Customer Acquisition Earnings per Download Cost per Download Earnings per Download Max. Spendings per Download Earnings per Download Ø Earnings per Customer Lifetime © 2010 apprupt GmbH • www.apprupt.com 11

Conversion rates vary massively. apprupt Conversion Rate Paid Apps Productivity Gaming Location 35,00% Lifestyle 30,67% 30,00% 27,13% 25,00% 20,18% 20,00% 18,45% 15,00% 10,00% 5,00% 0,00% Productivity Gaming Location Lifestyle © 2010 apprupt GmbH • www.apprupt.com 16

How do users discover apps? How do you discover the apps you decide to download? 70% (check all that apply) 60% 50% 40% 30% 62% 60% 46% 20% 30% 10% 19% 13% 10% 0% Searching for a Browsing through Word of mouth See ads while Press/news A brand I know Other speciﬁc type of top app store (recommendaCons using other apps arCcles or blogs introduces an app app rankings from friends or and reaches out to colleagues) me Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009 © 2010 apprupt GmbH • www.apprupt.com 19

The free / paid strategy. App Stores: Free/Paid Shares iCombat Sales as a % of Lite Downloads Percentage Free Percentage Paid Gross Sales Windows 22% 78% U.S. Global Conversion Rate 8,73% 6,53% Palm 32% 68% 1 month increase in sales 496% 450% Source: iCombat, 2009: http://bit.ly/4GrEn3 Nokia 15% 85% Android 57% 43% BlackBerry 24% 76% Apple 25% 75% 0% 20% 40% 60% 80% 100% Source: Distimo, 2010: http://bit.ly/bYGe4C © 2010 apprupt GmbH • www.apprupt.com 21

How much is your customer willing to pay? „ “ iPhone-Ticker.de Average Category Prices (United States) 16 Apple App Store ($) Blackberry App World ($) Google Android Market ($) 14,77 14 12,71 12 10 9,3 9,5 8,93 7,89 8 6 4,71 4,94 4,68 4,73 4,30 4 3,61 3,23 3,27 2,94 2,552,70 2,31 2,071,85 2 1,69 1,671,89 1,40 0 Entertainment Finance Navigation & News & Weather Productivity Reference Social Utilities / Tools Travel Networking Source: Distimo, 2009: http://bit.ly/ckbueD © 2010 apprupt GmbH • www.apprupt.com 24

How much do you want to earn? Average Prices 10 In USD 8,96 9 8 7 6 5 4 3 2,25 2 1 0 Average Price Top Paid Average Price Top Grossing Source: Distimo, 2010: http://bit.ly/bYGe4C © 2010 apprupt GmbH • www.apprupt.com 25

Image Credits. http://www.flickr.com/photos/tonytoo/3683219335/ http://www.stretchinternet.com/images/money2.jpg http://www.mkbergman.com/wp-content/themes/ai3/images/2009Posts/090220_money_stack.jpg http://z.about.com/d/homerenovations/1/0/a/E/-/-/LightBulbDrawing.png http://www.rowva.k12.il.us/Elementary/Third%20Grade%20Web%20Page/images/math.jpg © 2010 apprupt GmbH • www.apprupt.com 28

Thank you! apprupt® - App Affiliate Network apprupt GmbH Kjell Fischer, Managing Director Mob +49 151 – 22 63 47 61 Friedensallee 9 kf@apprupt.com 22765 Hamburg Germany Selection of Publishers: © 2010 apprupt GmbH • www.apprupt.com 29

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apprupt at MoMo Austria

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