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App discovery webinar fierce


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GetJar CMO, Patrick Mork's presentation on App Discovery

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App discovery webinar fierce

  1. 1. App Discovery in a fragmented mobile world
  2. 2. GetJar is the world’s 2 nd largest app store <ul><li>Appsolutely Everything </li></ul><ul><ul><li>Started in 2005 </li></ul></ul><ul><ul><li>Supports 2200+ phones </li></ul></ul><ul><ul><li>70,000+ free apps </li></ul></ul><ul><ul><li>90M downloads per month </li></ul></ul><ul><ul><li>1 billion downloads to date </li></ul></ul><ul><ul><li>200+ countries </li></ul></ul><ul><li>App / Site Publishing and Promotion for content owners </li></ul><ul><ul><li>Free distribution </li></ul></ul><ul><ul><li>Pay-Per-Download distribution </li></ul></ul><ul><ul><li>App / site promotion </li></ul></ul>
  3. 3. Providing distribution for some of the biggest brands… Internet Players Games & Entertainment Social Networking
  4. 4. In an industry that will reach 50 bln downloads by 2012 92 % CAGR March 2010, Chetan Sharma Consulting
  5. 5. Resulting in a mass market business of sizeable value <ul><li>A $32 billion dollar industry by 2015…Juniper Research </li></ul><ul><li>US market estimated to be $2 billion this year and $4 billion by 2014…Parks Associates </li></ul><ul><li>US market data points (Comscore, April 2010) </li></ul><ul><ul><li>69 million consumers used apps in April 2010 </li></ul></ul><ul><ul><li>38 million / 31 million were smartphone / featurephone users </li></ul></ul><ul><ul><li>Largest categories: Weather, Social Networking, Search, News, Sports </li></ul></ul>Confidential
  6. 6. All this is driven by content hungry consumers Confidential 18-34 years 61% Male 70% Download Min. 3-4 times week 60% Have downloaded apps with ads 65% Use mobile Internet more then Internet 69% Source: GetJar research poll, 1000 users Q4 2009. GetJar demographic 42% using apps while at home
  7. 7. Top apps downloaded on GetJar in August <ul><li>Facebook – social networking </li></ul><ul><li>Ebuddy – social networking </li></ul><ul><li>Opera mini - browser </li></ul><ul><li>Nimbuzz – social networking </li></ul><ul><li>Google – search </li></ul><ul><li>Mig33 – social networking </li></ul><ul><li>Yahoo! Mobile – News / search </li></ul><ul><li>My-player – </li></ul><ul><li>Bitstream Bolt – browser </li></ul><ul><li>Yahoo! Mail - email </li></ul><ul><li>Facebook – social networking </li></ul><ul><li>Insyt – search </li></ul><ul><li>GetJar – search </li></ul><ul><li>Myxser – entertainment </li></ul><ul><li>Nimbuzz – social networking </li></ul><ul><li>Napster – music </li></ul><ul><li>Jfog – entertainment </li></ul><ul><li>YouTube – entertainment </li></ul><ul><li>Fandango – entertainment </li></ul><ul><li>Ringer - entertainment </li></ul>Confidential Global US
  8. 8. However, being successful is not child’s play… <ul><li>Over 4,000 different handsets </li></ul><ul><li>At least 8 different platforms to develop on </li></ul><ul><li>More then 48 different app stores </li></ul><ul><li>An estimated 425,000 apps alone in the App Store, Android Market and GetJar </li></ul><ul><li>Multiple marketing tools including Ad Networks, SMS, MMS, Bluetooth, QR codes… </li></ul>Confidential
  9. 9. Confidential Publishers have many different choices to promote apps SMS campaigns? App stores? Ad network buys? QR codes? Bluetooth?
  10. 10. Consumer marketing – Just App it! Confidential APP IT! is a unique link created when you upload your app / site to GetJar It’s provides you with one, single destination to tell consumers where to get your app or access your site regardless of their phone make/model”
  11. 11. The App it! link is created for free Confidential
  12. 12. Facebook: App it! off a mobile site Confidential Step 1: Placed the App it! link on their mobile site Step 2: The consumer clicks the link and is taken to their page on GetJar Step3: GetJar serves them the most appropriate app for their handset
  13. 13. App it! increased downloads more then 10x <ul><li>Uploaded their site in March 2009 </li></ul><ul><li>Placed the App it! link on their site in Sep 2009 </li></ul><ul><li>Downloads went from 80,000 / week to 1.5 million! </li></ul>
  14. 14. Associated Press: Just APP IT! with email! <ul><li>As part of the World Cup the Associated Press wanted to promote it’s apps to users using email </li></ul><ul><li>They uploaded their apps and mobile site to GetJar </li></ul><ul><li>Once uploaded they incorporated the link to their APP IT! in an email campaign to several hundred thousand subscribers </li></ul><ul><li>The resulting email campaign achieved a 20% click through from consumers </li></ul>
  15. 15. Cnectd: App It! through Twitter Confidential <ul><li>Uploaded iPhone, Android and BB apps </li></ul><ul><li>Placed App it! on their website </li></ul><ul><li>Tweeted the link </li></ul><ul><li>600,000 dl’s in 6 days </li></ul>
  16. 16. App it! can be used on a website (example) Confidential
  17. 17. Or even in a TV spot (through SMS) <ul><li>Include a shortcode SMS in the call to action in your TV commercial or other campaign </li></ul><ul><li>(eg: “Text: PRIZE to 81118”) </li></ul><ul><li>Consumers text in a message via SMS on their mobile phone </li></ul><ul><li>They receive an SMS message to their phone with your APP IT! link or </li></ul><ul><li>They click on this link and are taken to your product page on GetJar where we auto-detect their handset </li></ul><ul><li>They then download the most appropriate app or site for their phone </li></ul>Confidential Text APPIT! to 81118
  18. 18. In-store marketing – It’s all about placement <ul><li>PPD: sponsored apps on GetJar </li></ul><ul><ul><li>Google ad sense type ad service. </li></ul></ul><ul><ul><li>Bid for premium visibility to increase downloads. </li></ul></ul><ul><ul><li>Successful bids get premium listing </li></ul></ul><ul><ul><li>Pay only for successful downloads </li></ul></ul><ul><li>Channels : and, as well as through channel partners like Sprint, Rogers and Sony Ericsson PlayNow Arena </li></ul><ul><li>Targeting: Bid for downloads by geography, by handsets and by carrier </li></ul>
  19. 19. PPD is also visible on
  20. 20. Case study: Google <ul><li>Goal: Google was looking to reach a global audience with it’s Google Mobile App application </li></ul><ul><li>Google Mobile App (“Google”) was posted on GetJar and started with 43,000 downloads/month, organically, without promotion. </li></ul><ul><li>Solution: GetJar Pay Per Download campaigns were deployed in 2 phases </li></ul><ul><li>Results: Google now receives over 1,000,000 downloads/ month </li></ul><ul><li>Downloads to date: 14.6 million </li></ul>Background and Results Monthly download evolution First PPD campaign 2nd campaign (x3 budget)
  21. 21. Case study: Snaptu <ul><li>Goal: Quickly grow user base to attract higher cpm’s for advertisers to place ads in their app. Looked for global distribution </li></ul><ul><li>Product: Cross platform app that aggregates a users favorites social networking widgets in one place for easier access </li></ul><ul><li>Solution: Launched multiple PPD campaigns in two phases. Bids targeted by market and multiple campaigns run highlighting different services in the app </li></ul><ul><li>Downloads to date: 5,200,000 </li></ul>Background and Results Monthly download evolution First PPD campaign 2nd campaign (x3 budget)
  22. 22. Conclusions <ul><li>Apps are becoming big business with estimates of an industry worth $32 billion by 2015 </li></ul><ul><li>GetJar stands at the center of this explosion as the only cross platform app store </li></ul><ul><li>Marketing apps requires focus on both driving consumers to destinations where they can get apps and marketing within the stores once they get there </li></ul><ul><li>GetJar’s App it! services helps brands / agencies market their apps while not having to drive users to multiple different app stores </li></ul><ul><li>Pay-Per-Download is a Google ad sense-like service to get premium visibility for apps while only paying for the downloads you get </li></ul>Confidential
  23. 23. GetJar Networks Inc. 1510 Fashion Island Blvd, suite 300 San Mateo, California 94404 USA Patrick Mork Chief Marketing Officer Follow us: