Distimo presentation

The Appstore Opportunity Gert Jan Spriensma gertjan@distimo.com @gert_jan / @distimo

WE KNOW APP STORES1. DISTIMO COLLECTS FACTUAL AND TIMELY MARKET DATA, WORLDWIDE2. DEDICATED TO MARKETS WHERE APP STORES ARE LEADING DISTRIBUTION CHANNEL3. INDEPENDENT AND CROSS-STORE ANALYSIS, APPLYING SAME METRICS TO EVERY STORE

DISTIMO MONITOR FREE – TRUSTED BY 6,000 DEVELOPERS – TRACKING 10M DAILY DOWNLOADS1. FREE CROSS-PLATFORM APP STORE MONITORING TOOL FOR DEVELOPERS2. SUPPORT FOR ALL MAJOR APP STORES3. TRANSACTIONAL DATA ALLOWS US TO BENCHMARK APPLICATIONS WITH THE MARKET

DISTIMO REPORT TOP APPS & BENCHMARK REVENUE & PUBLISHERS APP STORES BUSINESS MODELS WHAT IS THE MOST HOW DO THE DIFFERENT WHAT ARE VOLUMESSUCCESSFUL AND LOCAL APP STORES COMPARE IN THE MARKET? CONTENT? OVER TIME? HOW DO APPS MONETIZE? COVERING EVERY APP - IN EVERY MAJOR APP STORE - IN EVERY COUNTRY

THE APPSTORE OPPORTUNITY

APPS ARE A $10 BILLION MARKETGROWING AT 100% PER YEAR Majority Games, roughly 50% of all free downloads are Games. For paid applications this figure is even higher, 60% of all paid downloads are Games. But in terms of revenue, more than 75% of revenue derives from Games. Angry Birds is downloaded (600M+) over 3 times as much as number of Nintendo DS’s sold * Mary Meeker / Distimo, based on 200 most grossing / popular applications in United States – March 2012

RANKING & NETWORK EFFECTSSPEED UP POPULARITY To get To 1 Million Users It Took: 9 Years 9 Months 9 Days Number 1 generates about 1.5 times as much downloads as number 2. Ranked around 10 means 3 times as much downloads as being ranked around 50. * Distimo, based on 200 most popular applications in United States – March 2012

BUT POPULARITY IS TEMPORARY ANDCONSUMERS ARE NOT LOYAL Number Of Games In Top Games 100 296 Number Of Games In Top Games 50 157 Number Of Games In Top Games 10 46“average worldwide 6-month retention rate for allapps was 36% * Flurry / Based on 100 most popular free games in United States – March 2012

MANY OF THE MOST SUCCESSFULLPUBLISHERS ARE SMALL (≤10 APPS)100% 183 173 152 50% 0% However not small in terms of revenue / downloads, think of publishers like OMGPOP, Rovio and Halfbrick Studios * Mary Meeker / Distimo, based on 250 most popular publishers in United States – March 2012

DISTIMO MONITOR; TRACK YOUR(COMPETITORS) PERFORMANCE

MONETIZATION IN APPSTORES

IN-APPS DRIVE GAMES REVENUE 71% - 90% 68% - 92% 83% - 91% Free applications with in-apps Paid applications with in-apps Paid applications without in-apps In all stores more than 70% of the revenue derives from in-apps! Recently introduced in Amazon App Store, will come to Windows Phone 7 Marketplace as well * Based on 200 most grossing games in United States – March 2012

50% USE VIRTUAL CURRENCIES 51% 49% Including many of the most popular games in March 2012 Draw something – OMGPOP Draw something – OMGPOP Temple Run – Imangi Plumber Crack – Fluick Word With Friends - Zynga Hidden Objects - Disney * Based on 200 most popular free games in United States – March 2012

DISTIMO MONITOR; COMPARE REVENUEFROM DIFFERENT SOURCES

IMPACT OF COUNTRIES CHANGING RAPIDLY

APAC COUNTRIES LARGEST MARKETFOR IPHONE DEVELOPERS 4M 3.2M 1.3M 0.9M 0.6MIN FEBRUARY CHINA SURPASSED THE U.S. AS THE LARGEST MARKET IN THE APPLE APP STORE FOR IPAD * Based on 200 most popular free iphone applications in each country – March 2012

BUT WHEN DEVELOPING ABROAD, ACTLOCALLY100%90% 75%80% 75% 68%70% 58% 56% 56%60% 54%50%40% 36% 42% 45% 38% 68%30% na20% 58% In many countries the majority of the downloads originate from applications that have translated their content in the country’s language. In China, of the 300 most popular free applications, 60% were only popular in China compared to 21% in the United Kingdom and 22% in the United States. * Based on 300 most popular free applications in United States – March 2012

DISTIMO MONITOR; SEE HOW YOUR APPDOWNLOAD COMPARE TO THE MARKET

IMPACT OF STORES CHANGING

GOOGLE PLAY MONETIZATION ISGETTING BETTER May 2011 March 2012 <100 <100 71.9% 63.85% >50,000 >50,000 0.1% 1.15% 1,000-49,999 7.3% 1,000-49,999 9.29% 100-999 100-999 20.7% 25.71% The number of available applications more than doubled in the same time-frame. Daily revenues increased by 80% over the first quarter 2012. * Based on 200 most grossing applications in United States – March 2012

BUT WATCH AMAZON 4 Millions 3 2 1 400k 0 Already 400k daily downloads of which 10% is paid Got to 32k applications in one year, the majority also being available in Google Play Of the 110 applications available in both stores that generate more than 200 USD a day in at least one of both stores, 42 of those earned more money in the Amazon Appstore. After launch of Kindle Fire daily downloads increased fourteen-fold * Based on 100 most popular / grossing applications in United States – March 2012

WHAT ABOUT THE OTHERSAPP STORES?  Strong momentum, relative number of applications growth highest of all app stores.  Download figures increased by 114% to over 100k per day in the last quarter  Taptitude making over $1000 a day (ads)  Port to Android applications to BlackBerry platform seems to be successful, increase in number of applications submitted to App World (15k – 20k PlayBook applications already available). * Based on 200 most popular applications in United States – March 2012

DISTIMO APPLINK; THE CROSS STOREAPP SOLUTION

ANALYZE YOUR (COMPETITORS) PERFORMANCE.

ANALYZE YOUR (COMPETITORS) PERFORMANCE GOTO MONITOR.DISTIMO.COM OR ASK ME FOR A DEMO

THANK YOU FOR ANY ENQUIRIES, PLEASE CONTACT: Gert Jan Spriensma gertjan@distimo.com @gert_jan / @distimo Custom in-depth The free cross- app store market platform app store reports for carriers monitoring tool for & manufacturers developersFor more info, visit report.distimo.com For more info, visit monitor.distimo.com

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