Day2 1330 cook_new

Majority of Activity Will Soon Be Mobile• Mobile now accounts for over 47% of all logins, up from virtually 0 in the first half of 2010. Over 60K installs per day across our network of apps. © 2011 CONFIDENTIAL 7

Mobile Users Are Even More Engaged• Android and iPhone users visit for shorter periods of time, but much more often, resulting in more daily time spent per user than on the web – over 20 years’ worth of minutes on Android alone, every day! © 2011 CONFIDENTIAL 8

Why Are They So Engaged?• Cross-platform games facilitate social discovery anytime, anywhere• Activity of the always-on mobile user helps drive engagement and monetization on the web © 2011 CONFIDENTIAL 9

Mobile as a New User Acquisition Stream• 1 out of every 4 myYearbook registrations comes via mobile apps – And mobile signups are significantly less likely to churn!• In the end, about 1 out of every 3 newly engaged myYearbook users found us via the App Store or Android Market• We expect this proportion to continue growing as smartphone and tablet penetration increases in our target demographic © 2011 CONFIDENTIAL 10

So How Are Mobile Game Publishers Making Money?• In-App Purchases, Paid Apps, Advertising Up to $10.9 million last $9.4 million last quarter quarter $57 million last quarter $5.6 million last quarter $16 million last quarter Source: http://www.insidemobileapps.com/2011/08/08/quarterly-earnings-2q-1q-mobile-gaming/ © 2011 CONFIDENTIAL 14

In-App Purchases Increasingly Outperforming Paid Apps• More than 65% of iOS app revenue attributed to Freemium games Source: http://blog.flurry.com/bid/65656/Free-to-play-Revenue-Overtakes-Premium-Revenue-in-the-App-Store © 2011 CONFIDENTIAL 16

Taking Synchronous Multiplayer to Mobile Synchronous Gaming Engine Acquired Games 3M+ installs• Acquisition of Flock Multiplayer Engine paves the way for suite of synchronous 1.5M+ installs multiplayer games on mobile• Meet people in synchronous games from anywhere! 600K+ installs• Cross platform 500K+ installs © 2011 CONFIDENTIAL 18

Both Platforms Must Improve Internationally• Both iOS and Android are overly reliant on a faulty expectation that everyone has a credit card – need to support popular local payment methods, especially in countries with much smaller advertising markets Konbini © 2011 CONFIDENTIAL 21

Incentivized Mobile Video Ads Poised for Growth• Premium placements command premium CPMs• Avoids screen size constraints• Guaranteed eyeballs• Plugs into social app ecosystem: • Facebook • Twitter • SMS• Available on all platforms © 2011 CONFIDENTIAL 24

Still a Huge Opportunity for “Traditional” Display Ads• Only 3% of consumers are spending their money on in-app purchases• Advertising can monetize the other 97%-- at a lower rate, but one that will improve with time © 2011 CONFIDENTIAL 27

Advertisers Should Be Excited About Mobile• More Reach o Users are always on, always plugged in – now advertisers can reach them more often than they ever could before• More Context o Mobile is a higher-quality touch point o Target based on interests, social graph, location o Point-of-sale capabilities developing• More Expectations o Increasingly, users expect their web experience to transition seamlessly onto their mobile phones o No patience for apps and brands that aren’t available everywhere © 2011 CONFIDENTIAL 32

The Next 12 Months• Smartphone penetration to increase• We expect mobile monetization to improve on all fronts• New platforms will emerge (e.g. Amazon Kindle Fire), forcing publishers to make tough choices about where to invest resources. • New user acquisition? Potential for monetization?• Apple and Google continue to improve their offerings around payment, especially internationally © 2011 CONFIDENTIAL 33

New Players Will Emerge That Solve Seamless Payments on Mobile Devices• Amazon is already working on an In-App billing SDK for mobile• 1-Click shows they understand frictionless payments• Ability to strike large deals with handset makers and market their own tablets © 2011 CONFIDENTIAL 36

Handset Makers Will Partner with Billing Providers• Expect handset makers, carriers, and billing providers to work together to improve the payment process – Reduced friction – More options for consumers – Friendlier terms for publishers © 2011 CONFIDENTIAL 37

It Will All Come Together• Smart phone proliferation continues• Mobile advertising growth explodes• Mobile payments become frictionless on all leading platforms• Location promise is realized• Marketers key in on social and location context to drive people to point of sale © 2011 CONFIDENTIAL 39

Day2 1330 cook_new

by mediabistro.com on Nov 23, 2011

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Day2 1330 cook_new — Presentation Transcript