Presentation on App vs Web. Details: - Pros and Cons of Apps - Pros and Cons of Web - Key questions to consider when choosing one or the other - Examples of multi-platform brands - Short case studies on Facebook, Fandango, Yahoo! - Comparison of key data on key mobile platforms.

1. Apps VS. WEB

2. Who is this guy? Chief Marketing Officer at GetJar Inc. Joined company in 2008 as employee N8 (now 65 people) funded by Accel Partners and Tiger Global Management ($42M in VC funding to date) 10 years experience in mobile including: Marketing Director at glu mobile (mobile games publisher) for Europe VP marketing at I-play (mobile games publisher) Strategy consulting for DiamondCluster 5 years experience in CPG with Pepsico in South America Fluent Spanish, Portuguese and French Work experience in 7 countries in North America, South America and Europe Education: BS Foreign Service (Georgetown), MBA (Insead – France) Loves: Snowboarding, Video games, high risk ventures, his family 2

4. Distribute these apps for more then 300,000 publishers in nearly 200 countries

5. Acquire users for our clients across multiple inventory sources guaranteeing the lowest cost per download and the highest scale

6. Track app downloads and usage leveraging in-house data analytics and conversion tracking3 Results: Over 1.6 billion downloads to date for clients

7. Putting apps into context…. Over 9 billion downloads last year from zero a few years ago Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper) Over 500,000 apps between Apple, Android and GetJar 34% of US consumers used apps in Dec 2010 (Comscore) An estimated 63.2M Americans now use smartphones (Comscore Dec 2010) Top smartphone platforms: Rim 31%, Android 29%, Apple 25% (Dec 2010, Comscore) 4 Confidential

8. 5 What do we know about users…? 56% of users are male Largest age demo is 25-34 year olds Followed by 34-44 year olds and 18-24 Most accessed services via apps are: Weather  37.8% Maps  35.7% Social Networking  30.7% Search 18.9% News 18.2% 75% believe the apps quality makes the brand more trustworthy 87% have downloaded an app with ads in it Usage is even during the week but evening sees the heaviest use (60% of users) Confidential

9. Apps vs. web – does the consumer care? Blackberry Bold, Curve, Tour, Storm? What version of Android do I have? Is my phone a smartphone? What is Symbian? Will it work on my old old Moto Rzr? 6 Confidential

11. Platform fragmentation

12. Time to market

13. Distribution / maintenance

15. Depth of engagement

16. Leverage device power / features (touch, accelerometer)

17. Viral!7 Confidential

19. Require mobile connection

21. Can be marketed more easily

22. Cheaper development

23. Can be promoted like apps

24. Easier to maintain8 Confidential

25. Key questions to ask yourself in terms of strategy Am I brand building or trying to get the user to “do” something? Determines app or web strategy Do I want a deep experience or something more shallow? Determines platform strategy How broad is my audience? Determines app or web strategy How much resource do I have? Determines depth of engagement and number of platforms How important is monetizing my mobile users? 9 Confidential

26. There are a number of things you should know… Installed base of users / handsets  how many? Handset vendors who uses them? Size of apps catalog? How deep? How good? Discovery / distribution  how easy is to promote your app / get seen? Billing  can you sell your app? If so how? How fragmented is the platform? 10 Confidential

27. 11 So we’ve summarized most of it here…

28. Top mobile brands today are cross platform

29. Case study: Facebook How do you get 500m users Of your service to go mobile? 13

30. 14 Facebook’s strategy was to use Web and Apps Facebook needed global mobile distribution to reach the mass market. Strategy: Cross platform app development – all platforms Low end Java version for feature phones in emerging markets Mobile web site for cross platform use Distribution across all possible channels – App Stores, Carrier portal, Pre- loaded on handsets, Direct promotion to consumers off Facebook.com Results: 200 million users now use Facebook on mobile 100M have downloaded shortcuts to their mobile site Over 15M have downloaded the iPhone app 10-50M downloads on Android

31. How Facebook converted mobile web traffic into downloads Step 1: Consumer visits the Facebook site and clicks a link to “Download Facebook here” Step 2: They are taken to Facebook’s App download page on the appropriate store Step 23: Consumer downloads the most appropriate app for their handset 15 Confidential

32. 16 And how they converted web traffic to mobile users

33. 17 Fandango’s approach was similar Web downloads More then 40% of Dl’s to date

34. 18 Yahoo!’s strategy US smartphones + web

36. Determine brands vs. performance

37. Select the platforms that best suit your strategy

38. Balance the need richness of features vs. speed and usability

39. Always keep in mind the depth vs. breadth argument

40. Dive in, collect data, analyze and start over!19

41. GetJar Networks Inc. 1510 Fashion Island Blvd, Suite 300 San Mateo, California 94404 USA Tel +1 650 288 3225 Patrick Mork Chief Marketing Officer patrick@getjar.com www.getjar.com 20