App Store Comparison from GetJar

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    App Store Comparison from GetJar - Presentation Transcript

    1. 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 1
    2. GetJar Monthly Downloads (Millions) 60 50 40 30 20 10 0 July-07 July-08 July-09 2 Confidential
    3. 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 3 Confidential
    4. 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 4 Confidential
    5. 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 5 Confidential
    6. 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? 6 Confidential
    7. 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 7 Confidential
    8. 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. 8 Confidential
    9. 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? 9 Confidential
    10. 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 10 Confidential
    11. 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). 11 Confidential
    12. 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 12 Confidential
    13. 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 13
    14. 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
    15. 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 15 Confidential

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