GetJar: World’s Largest Open App Store
• Appsolutely Everything
– Support all mobile phones
– 50,000 available apps
– 50M downloads per month
• App Publishing and Promotion
for Developers
– Open to all apps
– Free listing
– Promotion
– Analytics
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GetJar Monthly Downloads
(Millions)
60
50
40
30
20
10
0
July-07 July-08 July-09
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Fragmentation Is The Key Challenge For Developers
Phone Market Size
Total market: 2000 million
North America: 200 million
BlackBerry in NA: 10 million
BB Storm in NA: 1 million
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How Do You Choose A Platform?
Technical capabilities are only 1 component of decision
Demographic • US Game Enthusiast
Technical • Network Connection
requirement Platform
Choice
Distribution • Own Site; App Store
Marketing • PR; Ads; Viral
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You Created Your App, Now What?
• Your site • Adwords
• App stores • CPC
• Partners • Pay Per Download
• Viral
Publish Promote
Analyze Monetize
• Conversion by phone & • Payments
geography • 1 time, subscription
• Bugs and targeting errors • freemium, virtual goods
• Engagement • Ad
• Search
• Referral
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How Should Developers Evaluate An App Store?
• Publish:
– Reach and coverage: how many users can I reach and which phones
are supported?
– Content policy: Is the policy predictable?
• Promote:
– How do I control my growth and profitability?
• Analyze:
– How am I doing? How do I improve?
• Monetize:
– What tools and services are available and allowed?
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App Store Comparison
Apple Android BlackBerry Nokia GetJar Palm
Users 50M users 1M users 5-10M 5-10M 15M users <1M users
users users
Downloads 1800M 40M ? 10M 600M 1M
Phones Apple Android BlackBerry Symbian, All Phones Palm
Java
In-store Apple None None None Self-service None
Promotion chooses a Pay per
few Download
Analysis 3rd party None None None Downloads; None
tools Conversion;
Coverage;
Promotion
In-app Ads Any ad Any ad Any ad Any ad Any ad Any ad
network network network network network network
Payments 1-time 1-time 1-time 1-tim + Coming 1-time
subscription soon
Approvals Random? Loose Strict Signed only Open Strict
4+ weeks 1 week 4 weeks 1-4 weeks 1 day 4+ weeks
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Misaligned Motivations?
• Developers: Reach consumers and sell apps.
• Phone App Stores: Sell more phones.
• Operator App Stores: Sell data services.
• 3rd Party App Stores: Reach consumers and sell apps.
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iPhone App Store
• US phone market illustration
– 10% high-end. $0-$500 phones. $100+ monthly subscriptions.
– 60% mid-range. $0-$200 phones. $60 monthly subscriptions.
– 30% low-end. $0-$100 phones. $25 monthly prepay.
• iPhone dilemma
– High data intensity usage requires high-end subscription for carrier
profitability. This limits the market potential to the top 10%.
– How does Apple reach the mass-market?
– What does this mean for developers?
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The iPhone Tragedy: $1 Apps for 5% of the Market
• Maximum opportunity at
100% penetration
– Paid: 50 million sold @
$0.99 * 70% revenue
share = $35 million
– Ads: 50m x 100 imps x
$2 CPM = $10 million
• Probability of success
– 1 out of 75,000 apps =
umm, can I have my job
back?
Source: Distimo
You can’t scale a business on 1 phone – not even iPhone
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Recommendations
1. Start with 1 phone
– List with an open app store and the phone brand’s store.
– Promote to find initial user base.
– Analyze and improve your app.
– Understand your value per user and scale your promotions.
2. Create a mobile website, if possible
– Reach nearly all phones.
– Works even with lower engagement of web vs apps.
– Use a browser shortcut app to get your icon on the phone.
3. Develop apps for more phones
– Build out coverage.
– Promote to value per user for each target segment (phone/geo).
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GetJar Mobile Site Shortcuts
• Icons that with a single
click launch the browser
and to a specific site
without having to type.
• Broad reach – cover all
phones
• High repeat – consumers
return more often
• Free and instantly
generated for all phone
platforms
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GetJar Pay Per Download
• The most efficient and scalable
advertising service to acquire
mobile users.
• Advertise your apps to consumers
on GetJar and capture some of the
50 million downloads per month.
• Pay only when a consumer clicks
to download.
• Bidding starts at $0.01 per
download and can scale to millions Your ad
of users. here
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Pay Per Download is More Efficient than CPC Ads
Ad Network GetJar
Cost Per Click Pay Per Download
Click
$0.20
Clicks are not targeted to only
supported phones
Visit (50%)
$0.40 Visitors must read the landing
page and click to download
Pay only when
download starts
Download (50%)
$0.80 $0.20
Download starts
Install (80%)
$1.00 Successful $0.25
install
Activate
$2.00 (50%) $0.50

Summary
• Apps business is similar to web business
– A good app is not enough.
– Publish, promote, analyze, monetize.
• Key challenge for apps is fragmentation
– Since covering 1 phone is not enough, have a plan for this.
– App stores can help fight fragmentation.
• Open app stores can give you control and scale
• Big and small developers can be successful
Thanks! Chris Dury, VP Product. Email: chris@getjar.com
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