NMDS, November 7th, 2013
APP STORES
- ANALYTICS AND TRENDS
@anders_lykke / @prioridata
WWW.PRIORIDATA.COM
AGENDA
ABOUT APP STORE ANALYTICS
 Who am I?
 Who is Priori Data?
 What is App Store Analytics?
 App Economy – Size, Gr...
WHO AM I?
Anders, Sales and a lot of other stuff…
4
6
APPS MAKE MY LIFE EASIER
7
8
 Consumers download apps to solve
problems and/or to enrich their lives
 We are monitoring consumer trends in the
app ...
WHAT IS PRIORI DATA?
10
 Priori is a Berlin based app store analytics provider
 Formally launched in June 2013 by acquiring the rights
to a h...
SOME BIG PLAYERS IN THE INUSTRY
WHAT IS APP STORE ANALYTICS?
Collection
Structuring &
Processing
Enrichment
Delivery
We retrieve and store publicly available
information
We estimate d...
MONITORINGMEASURING
Maintaining app information for:
2,000,000+ apps
every app, every price change, every
version
250,000 ...
APP ECONOMY SIZE AND GROWTH
The App Store:
 258.081 publishers (about 7k new each month)
 3.8 apps per publisher on avg.
 7.171 downloads/month per...
 Ca. 1 million apps (on both GP and iOS)
 iOS: 600k free / 400k paid ($332.5m revenue/month)
 Android: 800k free / 200k...
0
10
20
30
40
50
60
70
80
2012 2013 2014 2015 2016 2017
$bn total rev.
$bn rev IAP
Source: Gartner, 2013
$80 BN APP STORE ...
19
 It is young
 It is growing at unprecedented speed
 2 very dominant distribution platforms (Gartner says
90% of down...
THE CHALLENGE
 There is an app for everything but only around 40
native app store categories for developers to place their
app in and f...
APP ARCHITECTURE &
SUB-CATEGORIES
 AppArchitecture is Priori’s proprietary app taxonomy, or classification
system
 We mine app titles and descriptions to ...
35-40 Categories
750 Sub-Categories
 Thus a Sudoku Game is no longer just an
app belonging to the the Puzzle Games
Catego...
FALL 2013 –
article by Priori
ATool: Sub-CategoryTracker
Priori Sub-Category Tracker
Sudoku & Crossword Puzzle Sub-Category
Apple iTunes Store / August 2013
(Data Collection 09 Au...
28
 Sudoku & Crossword Puzzle apps are logic-based
puzzle games, largely belonging to the iTunes store
native category “P...
29
 We want to know more about the performance,
opportunities, and competitive landscape in this
sub-category. For instan...
MONTH OVER MONTH GROWTH COMPARISON:
Sudoku & CrosswordsVS Puzzle GamesVS iOS
31Global Performance
Trend Size Growth Structure Top 3
June July August
25%
50%
0%
-25%
-25.5%
0.1%
3.3%
25.9
%
12.1
%
6.0...
SHARE OF DOWNLOADS BY COUNTRY
Is the Market large enough to Enter?
Current Month Downloads in Country /
Global Current Month Downloads
33Size and Growth By Country
Trend Size Growth Structu...
Current Month Downloads in Country /
Global Current Month Downloads
34Size and Growth By Country
Trend Size Growth Structu...
MONTH OVER MONTH GROWTH BY COUNTRY
- Are the Market Dynamics in my Favor?
(Current Month Downloads – Prior Month Downloads) /
Prior Month Downloads
36Size and Growth By Country
Trend Size Growth S...
(Current Month Downloads – Prior Month Downloads) /
Prior Month Downloads
37Size and Growth By Country
Trend Size Growth S...
DOWNLOAD DISTRUBUTION –TIERS 1-3
How many Installs can I expect?
39Market Structure By Country
Trend Size Growth Structure Top 3
Download Distribution
40Market Structure By Country
Trend Size Growth Structure Top 3
Download Distribution
Tier Apps #1 - #3 Apps #4 - #10 Apps #11 - #25
Russia
% of Downloads 81% 8% 6%
Avg. Downloads
Per App 116,326 5,900 1,628
...
TOP 3 PLAYERS BY COUNTRY
Rank Title Publisher
Russia
1 101-in-1 Games Anthology Nordcurrent
2 ▻Sudoku Finger Arts
3 Big Bad Sudoku Book Bad Weasel,...
44
 Managing the success of an app is no easy task and
this is no definitive source
 Defining your market based on the n...
45
 Interested in participating in the BETA around the Sub-
Categories? (expected launch around 1st of December
2013).
 ...
PRIORI DATA GMBH
Markgrafenstrasse 36
10117 Berlin, Germany
PHONE: +1-650-614-1681
EMAIL: ANDERS@PRIORIDATA.COM / INFO@PRI...
Appendix:
Fastest Growing (m/o/m) Consumer trends in the App
Stores (Sub-Categories). Global + Sweden
iOS Top 10 Fast Growing Global – all Sub-
Categories
iOS Top 10 Fast Growing Global – Gaming Sub-
Categories
iOS Top 10 Fast Growing Sweden – All
Note: For Sweden we discarded any Sub-Categories with less than 2k in-month
downloads
iOS Top 10 Fast Growing Sweden – Gaming Sub-
Categories
Note: For Sweden we discarded any Sub-Categories with less than 2k...
Android Top 10 Fast Growing Global – all Sub-
Categories
Android Top 10 Fast Growing Global – Gaming Sub-
Categories
Android Top 10 Fast Growing Sweden – All
Note: For Sweden we discarded any Sub-Categories with less than 2k in-month
downl...
Android Top 10 Fast Growing Sweden – Gaming
Sub-Categories
Note: For Sweden we discarded any Sub-Categories with less than...
56
In Month Downloads in Scandinavia (September)
Country Android Growth
(m/o/m)
iOS Growth
(m/o/m)
Sweden 21,262m
(0.6%)
-...
[NMDS] Anders Lykke | Priori Data
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  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Skip Text
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • The App Store Launched in 2008 – particularly difficult to obain informatin for apps not on any of the top lists. People and organizations are beginning to take mobile and in particular the app economy seriously.

    Players from different industries are all interested in you
    Advertisers
    Investors
    Consultancies (BCG, Mckinsey)
    Big Corporations
    Developers wanting to know where to invest their marketing spend and how their competitors are performing (benchmarking)
    App ”Incubators”
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • The App Store Launched in 2008 – particularly difficult to obain informatin for apps not on any of the top lists. People and organizations are beginning to take mobile and in particular the app economy seriously.

    Players from different industries are all interested in you
    Advertisers
    Investors
    Consultancies (BCG, Mckinsey)
    Big Corporations
    Developers wanting to know where to invest their marketing spend and how their competitors are performing (benchmarking)
    App ”Incubators”
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • Our first step was to build a classification system that ads 700+ sub-categories to the 50ish native app store categories.
  • [NMDS] Anders Lykke | Priori Data

    1. 1. NMDS, November 7th, 2013 APP STORES - ANALYTICS AND TRENDS @anders_lykke / @prioridata WWW.PRIORIDATA.COM
    2. 2. AGENDA ABOUT APP STORE ANALYTICS  Who am I?  Who is Priori Data?  What is App Store Analytics?  App Economy – Size, Growth and Characteristics  The Challenge  App Architecture – breaking the app store down to relevant markets  Case-Study: Sudoku Games  Invitation to participate in BETA APPENDIX  Fastest Growing Consumer Trends in the App Stores  Globally  For Sweden  Size of the Scandinavian App Markets 2
    3. 3. WHO AM I? Anders, Sales and a lot of other stuff…
    4. 4. 4
    5. 5. 6 APPS MAKE MY LIFE EASIER
    6. 6. 7
    7. 7. 8  Consumers download apps to solve problems and/or to enrich their lives  We are monitoring consumer trends in the app economy
    8. 8. WHAT IS PRIORI DATA?
    9. 9. 10  Priori is a Berlin based app store analytics provider  Formally launched in June 2013 by acquiring the rights to a historical database and on-going data feed  Access to ~80% of all global apps, as well as 2.5 years of historical data  We leverage this data in two ways:  We publish a series of Market Intelligence Reports (pdf – most are free)  Do consulting work on Custom Data Projects ABOUT PRIORI
    10. 10. SOME BIG PLAYERS IN THE INUSTRY
    11. 11. WHAT IS APP STORE ANALYTICS?
    12. 12. Collection Structuring & Processing Enrichment Delivery We retrieve and store publicly available information We estimate download and revenue for every app (regression model + data exchange with developers) We convert this data into information and insights on consumer trends 13 OUR PROCESS
    13. 13. MONITORINGMEASURING Maintaining app information for: 2,000,000+ apps every app, every price change, every version 250,000 publishers from hobby developers to public companies 100,000 new apps per month 6bn downloads per month 15mm user comments per month 30 countries local content, local monetization, local leaders 3 platforms Google Play, iOS (iPhone, iPad), Windows Phone 50 categories 550 app sub-categories 120 game sub-categories 14 OUR DATABASE
    14. 14. APP ECONOMY SIZE AND GROWTH
    15. 15. The App Store:  258.081 publishers (about 7k new each month)  3.8 apps per publisher on avg.  7.171 downloads/month per publisher on avg. Google Play:  269.803 publishers (about 11k new each month)  3.7apps per publisher on avg.  13.574 downloads/month per publisher on avg. 16 PUBLISHER LEVEL INFORMATION (as of Oct. 8th)
    16. 16.  Ca. 1 million apps (on both GP and iOS)  iOS: 600k free / 400k paid ($332.5m revenue/month)  Android: 800k free / 200k paid ($32m revenue/month)  In-app purchase is a growing trend on both platforms:  On iOS 11% of apps have in-app purchase (IAP present in 60% of downloaded apps in September)  On GP: 5.2% of apps have in-app purchase (IAP present in 28% of downloaded apps in September)  …4bn vs 2bn downloads per month 17 NUMBER OF APPS AND MONETIZATION
    17. 17. 0 10 20 30 40 50 60 70 80 2012 2013 2014 2015 2016 2017 $bn total rev. $bn rev IAP Source: Gartner, 2013 $80 BN APP STORE REVENUE BY 2017
    18. 18. 19  It is young  It is growing at unprecedented speed  2 very dominant distribution platforms (Gartner says 90% of downloads this year)  Difficult to obtain information on the market  Everybody wants in KEY OBSERVATIONS ON THE APP ECONOMY
    19. 19. THE CHALLENGE
    20. 20.  There is an app for everything but only around 40 native app store categories for developers to place their app in and for consumers to browse  Each native app store category is crowded with highly differentiated apps  We think there is a real opportunity to make smarter decisions if you can identify the actual market of an individual app. 21
    21. 21. APP ARCHITECTURE & SUB-CATEGORIES
    22. 22.  AppArchitecture is Priori’s proprietary app taxonomy, or classification system  We mine app titles and descriptions to identify “clusters” of apps using natural language processing algorithms  This process is done dynamically each month across our database, and supplemented by manual review  The end result: a “sub-category” designation for ~90% of the apps in our database 23 WHAT IT IS
    23. 23. 35-40 Categories 750 Sub-Categories  Thus a Sudoku Game is no longer just an app belonging to the the Puzzle Games Category (iOS). It can now be analyzed against all other apps in the ”Sudoku & Crosswords” Sub-Category . 24
    24. 24. FALL 2013 – article by Priori
    25. 25. ATool: Sub-CategoryTracker
    26. 26. Priori Sub-Category Tracker Sudoku & Crossword Puzzle Sub-Category Apple iTunes Store / August 2013 (Data Collection 09 Aug. – 09 Sep. 2013) 27
    27. 27. 28  Sudoku & Crossword Puzzle apps are logic-based puzzle games, largely belonging to the iTunes store native category “Puzzle Games”.  Sudoku & Crossword Puzzle is the 56th largest Priori sub-category in terms of global August 2013 downloads, the 151th largest in terms of apps, 73rd in terms of active users and 178th in terms of publishers. It is comprised of: 1,676 apps 964 publishers 7.8M monthly downloads 39M active users
    28. 28. 29  We want to know more about the performance, opportunities, and competitive landscape in this sub-category. For instance:  Trend: How has this sub-category performed in the near-term?  Size: How big is it across geographies?  Growth: How fast is it growing across geographies?  Structure: What does the market structure look like across geographies?  Top 3: Who are the top players in each geography?
    29. 29. MONTH OVER MONTH GROWTH COMPARISON: Sudoku & CrosswordsVS Puzzle GamesVS iOS
    30. 30. 31Global Performance Trend Size Growth Structure Top 3 June July August 25% 50% 0% -25% -25.5% 0.1% 3.3% 25.9 % 12.1 % 6.0% 46.6 % 7.8% -25.4% GLOBAL MONTH-OVER-MONTH GROWTH COMPARISON
    31. 31. SHARE OF DOWNLOADS BY COUNTRY Is the Market large enough to Enter?
    32. 32. Current Month Downloads in Country / Global Current Month Downloads 33Size and Growth By Country Trend Size Growth Structure Top 3 Share of Downloads by Country
    33. 33. Current Month Downloads in Country / Global Current Month Downloads 34Size and Growth By Country Trend Size Growth Structure Top 3 Share of Sub-Category by Country
    34. 34. MONTH OVER MONTH GROWTH BY COUNTRY - Are the Market Dynamics in my Favor?
    35. 35. (Current Month Downloads – Prior Month Downloads) / Prior Month Downloads 36Size and Growth By Country Trend Size Growth Structure Top 3 Growth by Country
    36. 36. (Current Month Downloads – Prior Month Downloads) / Prior Month Downloads 37Size and Growth By Country Trend Size Growth Structure Top 3 Growth by Country
    37. 37. DOWNLOAD DISTRUBUTION –TIERS 1-3 How many Installs can I expect?
    38. 38. 39Market Structure By Country Trend Size Growth Structure Top 3 Download Distribution
    39. 39. 40Market Structure By Country Trend Size Growth Structure Top 3 Download Distribution
    40. 40. Tier Apps #1 - #3 Apps #4 - #10 Apps #11 - #25 Russia % of Downloads 81% 8% 6% Avg. Downloads Per App 116,326 5,900 1,628 South Korea % of Downloads 91% 6% 2% Avg. Downloads Per App 64,539 2,243 297 Spain % of Downloads 79% 11% 7% Avg. Downloads Per App 83,237 5,616 1,580 Sweden % of Downloads 56% 22% 17% Avg. Downloads Per App 13,030 2,544 783 Switzerland % of Downloads 52% 25% 19% Avg. Downloads Per App 14,139 3,417 1,039 United Arab Emirates % of Downloads 60% 22% 15% Avg. Downloads Per App 4,580 824 221 41Market Structure By Country Trend Size Growth Structure Top 3 Download Distribution
    41. 41. TOP 3 PLAYERS BY COUNTRY
    42. 42. Rank Title Publisher Russia 1 101-in-1 Games Anthology Nordcurrent 2 ▻Sudoku Finger Arts 3 Big Bad Sudoku Book Bad Weasel, LLC South Korea 1 101 미니게임즈 베스트 컬렉션 Nordcurrent 2 로직 스퀘어(Logic Square) Dev Square 3 ▻Sudoku Finger Arts Spain 1 101-in-1 Games Anthology Nordcurrent 2 ▻Sudoku Finger Arts 3 Numberama 2 Okroshka Lab Sweden 1 ▻Sudoku Finger Arts 2 101-in-1 Games Anthology Nordcurrent 3 Sudoku :) TicBits Ltd Switzerland 1 ▻Sudoku Finger Arts 2 101-in-1 Games Anthology Nordcurrent 3 Sudoku :) TicBits Ltd United Arab Emirates 1 ▻Sudoku Finger Arts 2 Cross Match Sticks S.H. InfoTech 3 Sudoku Free Optime Software LLC 43Top 3 By Country Trend Size Growth Structure Top 3 TOP APPS
    43. 43. 44  Managing the success of an app is no easy task and this is no definitive source  Defining your market based on the nature of your product (your app) and understanding consumer trends around it could be key  Who do you benchmark against?  Investors want to know about the market you are targeting  Are there any emerging consumer trends you should tap into? (please see Appendix for suggestions) FINAL THOUGHTS
    44. 44. 45  Interested in participating in the BETA around the Sub- Categories? (expected launch around 1st of December 2013).  Please use this link to sign up: https://docs.google.com/a/prioridata.com/forms/d/1x- CBG8Hfz2ijax4hnwGlblxD-6Nc5XfZmO- BIRAVros/viewform . BETA INTEREST LIST SIGN-UP ”This is an awesome tool for developers to decide on which market to target their promotions to and also to maybe identify markets for which they should be localizing their apps.” – Gurinder, Hashcube
    45. 45. PRIORI DATA GMBH Markgrafenstrasse 36 10117 Berlin, Germany PHONE: +1-650-614-1681 EMAIL: ANDERS@PRIORIDATA.COM / INFO@PRIORIDATA.COM WWW.PRIORIDATA.COM Thank you!
    46. 46. Appendix: Fastest Growing (m/o/m) Consumer trends in the App Stores (Sub-Categories). Global + Sweden
    47. 47. iOS Top 10 Fast Growing Global – all Sub- Categories
    48. 48. iOS Top 10 Fast Growing Global – Gaming Sub- Categories
    49. 49. iOS Top 10 Fast Growing Sweden – All Note: For Sweden we discarded any Sub-Categories with less than 2k in-month downloads
    50. 50. iOS Top 10 Fast Growing Sweden – Gaming Sub- Categories Note: For Sweden we discarded any Sub-Categories with less than 2k in-month downloads
    51. 51. Android Top 10 Fast Growing Global – all Sub- Categories
    52. 52. Android Top 10 Fast Growing Global – Gaming Sub- Categories
    53. 53. Android Top 10 Fast Growing Sweden – All Note: For Sweden we discarded any Sub-Categories with less than 2k in-month downloads
    54. 54. Android Top 10 Fast Growing Sweden – Gaming Sub-Categories Note: For Sweden we discarded any Sub-Categories with less than 2k in-month downloads
    55. 55. 56 In Month Downloads in Scandinavia (September) Country Android Growth (m/o/m) iOS Growth (m/o/m) Sweden 21,262m (0.6%) -10.8% 18.28m (1.0%) 15.6% Denmark 11,13m (0.3%) -8.1% 13.63m (0.7%) 13.3% Norway 7,31m (0.2%) -9.2% 10.62m (0.6%) 26.8%

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