The mobile App Store Economy

Mobile App Stores
Economy
Sociality Rocks!
Kiev - September 27 2012

CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Thursday, September 27, 12

Agenda

1. About
App
Annie

2. Just
how
Big
is
iOS
Market?

3. Seasonal
Trends
on
iOS

4. iOS
versus
Google
Play:

Who
is
winning
in
US,
Europe,
and
Japan?

CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012


Our Vision: Evolving Media Landscapes
As Content Distribution Changes, So Does Market Data

1950 S 2000 S 2010 S

Broadcast Open Web App Marketplaces
Market data for TV Market data for Market data for the leading app stores
ratings etc. websites, visits, visitors
etc.

As media landscapes evolve, so should Market Data



App Annie: Worldwide Presence and Int’l Team

Beijing Hong Kong San Francisco Paris

4 ofﬁces
Beijing (main ofﬁce), Hong Kong San Francisco, Paris (Tokyo coming soon)

40 (Q3)  70 (Q4) employees
Team is growing fast thanks to the trust of our global users, customers and investors

USD 7M investment

China US US Japan



#1 App Store Analytics and Market Intelligence!
125,000+ apps, 14,000+ publishers

Apps & Game
Publishers

VCs, Media
Agencies

OEMs, Carriers,
Platforms

80% of the top 100 iOS Publishers use App Annie
* Based on Top 100 highest grossing iOS publishers globally as of May 2012



App Annie Products on iOS and Google Play

K
o SD
N

Tracks
app
performance:
Analyze
global
app
Advanced
market

sales,
downloads,
reviews stores
rankings intelligence
data
Used
by
more
than
125,000+
Tracks
rankings
of
850,000+
The
most
accurate
market

apps
and
14,000+
publishers apps esOmates
for
app
stores

A
unique
suite
of
freemium
services
for
the
app
industry


App Annie Intelligence
The most accurate estimates available for app stores

CompeGtor
Strategy Follow
compeOtors
and
calculate
market
share
!
InternaGonal
Strategy Plan
internaOonal
expansion
based
on
ROI,
growth
trends

Product
PorIolio
Strategy Understand
what
kinds
of
IP
are
commercially
successful

MoneGzaGon
Strategy Know
what
moneOzaOon
strategies
actually
work

Ad
Buying
Strategy How
many
downloads
to
get
into
Top
25?

Subscribed
by
7
of
the
Top
10
iOS
publishers
worldwide!


Top Countries WW for iOS Market
Downloads Revenues
1.
United
States 1.
United
States
2.
China 2.
Japan
3.
United
Kingdom 3.
United
Kingdom
4.
Japan 4.
Australia
5.
France 5.
Canada
6.
Germany 6.
Germany
DOWNLOADS
7.
Canada 7.
France 7
of
Top
20
are
European
8.
Australia 8.
China
9.
Italy 9.
Russia
10.
Russia 10.
Italy
11.
Mexico 11.
Switzerland
12.
Saudi
Arabia 12.
Netherlands
13.
South
Korea 13.
South
Korea
REVENUES
14.
Thailand 14.
Brazil 10
of
Top
20
are
European
15.
Brazil 15.
Sweden
16.
Netherlands 16.
Spain
17.
Taiwan 17.
Norway
18.
Spain 18.
Mexico
Based
on
App
Annie
Intelligence
worldwide

19.
Turkey 19.
Taiwan data,
Overall
Category,
July
2012
20.
Sweden 20.
Denmark


APAC vs Europe vs US on iOS Market

Downloads Revenues

US$ APAC US$
US APAC$
US APAC$ 44%$
34% APAC
36%$ 35% 32%$
47% 43%$ 44%

Europe$
Europe Europe
Europe$
21%$18% 22%24%$

Countries
Included:
Top
14
APAC
countries,
Top
9
European
countries
and
US
Europe
dwarfed
by
US
and

Based
on
App
Annie
Intelligence
worldwide
data,
All
Categories,
July
2012
APAC


Revenue per Download for iOS Market

$2.00$ Europe
moneGzes
generously
but

$1.82&
$1.80$ behind
Japan
and
US
$1.60$
$1.40$
$1.20$
$1.00$ $0.83&
$0.80$
$0.59& $0.61& $0.61& $0.58& $0.55&
$0.60$ $0.43& $0.38& $0.35&
$0.40$
$0.20$ $0.10&
$0.00$
&
n&

&

&

a&

n&

a&
&

&
&

y&
lia

m

ce
es

ly
W

an

re

in
pa

ai

Ita
do

at

an
W

ra

Sp

Ch
Ko
rm
Ja

St
st

ng

Fr

h&
d&
Au

Ge
Ki

ut
ite
d&

So
Un
ite
Un

Based
on
App
Annie
Intelligence
worldwide
data,
All
Categories,
July
2012


Revenue of #1 Top Grossing App across Countries

Index
120"

＊
100"
The
top
app
in
the
US
makes
most
money
80" Japan
not
far
behind

due
to
very
high
ARPU
60"

40"

20"

0"
United' Japan' United' France' Australia'Germany' Canada' China' South' Russia'
States' Kingdom' Korea'

Based
on
App
Annie
Intelligence
worldwide
iOS
data,
Overall
Category,
July
2012
* Set iOS US Revenue as Index=100 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE


Top 10 Non-US Game publishers by Revenues on iOS

(in Alphabetical order)
• CAPCOM
(JP) • KAMAGAMES
(RU)

• Game
Insight
(RU) • Mojang
(SE)
• Gameloc
(FR) • PlayOka
(IL)
• GREE
(JP) • Rovio
(FI)
• GungHo
(JP) • SQUARE
ENIX
(JP)

Percentage
of
revenue
in
US:
• Range
=
0%
to
61%
• Average
=
25%

Top
global
game
publishers
are
making
very
licle
money
in
US
Based
on
App
Annie
Intelligence
Worldwide
EsFmated
Revenues,
Game
Category
Q2
2012


Top 10 US Game publishers by Revenues on iOS

(in
AlphabeOcal
order)

• Backﬂip
Studios • Pocket
Gems
• Disney • Storm8
• Electronic
Arts • TinyCo
• Glu
Games • Z2Live
• Kabam • Zynga

Percentage
of
revenue
outside
of
US:
• Range
=
36%
to
83%
• Average
=
54%
The
top
US
publishers
make

more
than
half
their
revenues
outside
of
US
Based
on
App
Annie
Intelligence
Worldwide
EsFmated
Revenues,
Game
Category
Q2
2012


iOS Games: Key Trends

Tectonic Shifts in the App Store Globe

APAC is challenging the US and 2x
Europe in downloads and revenues

Many of the top game publishers are
making most of their revenue outside
the US

Japan’s “revenue per download” is
more than 3x of W. Europe



Device, carrier launches and seasons have signiﬁcant effect

US:$iPhone$Download$and$Revenue$Trend$ Download" Revenue"
300"

250" Revenues outgrowing downloads
200"

150"
+147%

100" ＊

50"

0"
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

X’mas Verizon X’mas
iPhone 4 Release
Launch iPhone 4S Verizon
iPhone 4 Sprint
Launch Release
Release
iOS 5 iPhone 4S
iPhone 4S &
Release
iPhone 4 CDMA

iPhone
revenues
grew
2.5x
in
2
years
*
Set
July-‐2010
Rev
and
Based
on
App
Annie
Intelligence
United
States
EsFmated
Revenues,
2010
July-‐2012
July
Download
Data
as
index=100 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE


Device, carrier launches and seasons have signiﬁcant effect

US:$iPad$Download$and$Revenue$Trend$ Download" Revenue"
700"

600"
Downloads outgrowing revenues

500"

400" +335%
300"

200"

＊
100"

0"
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

X’mas iPad 2 X’mas New iPad
Launch Launch

Verizon
Released

iPad
revenues
grew
4x
in
2
years
*
Set
July-‐2010
Rev
and
Based
on
App
Annie
Intelligence
United
States
EsFmated
Revenues,
2010
July-‐2012
July
Download
Data
as
index=100 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE


Seasonality in US: Key Trends

Long-term seasonal trends are key to a
game publisher’s distribution strategy

Device and carrier launches can drive up
to a 50% increase in app store
downloads and revenues

Christmas periods exhibit up to a 50%
month-on-month increase in revenues

iPad’s revenue growth has been twice
the rate of iPhone’s
(over last 2 years)



iOS versus Google Play
13%
Based
on
App
Annie
Intelligence
-‐
Japan,
Europe

and
US
data,
All
Categories
July
2012 Europe
23%

34% 5%#
41%
13%$ 14%$
31%$ 25%#
35%$
Download
56%$ 51%$ 70%#

8%#
31%$ 25%$ 31%$ 26%$ 29%#

Revenue
44%$ 63%#
43%$

iPad% iPhone% Google%Play%

Google
Play
shares
almost
same
proporGon
in
US
and
Europe
iOS
is
parGcularly
strong
in
Japan.


Fastest Revenue Growth Countries

Japan% 154%%

Thailand% 150%%

Sweden% 138%%

Netherlands% 138%%

Belgium% 136%%

0%% 50%% 100%% 150%% 200%%

Thailand% 179%%

Japan% 170%%

Sweden% 145%%

Netherlands% 141%%

Belgium% 139%%

0%% 40%% 80%% 120%% 160%% 200%%
Based
on
App
Annie
Intelligence
APAC,

Europe
and
US
data,
All
Categories
Jan
2012
-‐
Jul
2012
Asian
countries
grow
fastest,
followed
by

European
countries


Fastest Download Growth Countries

Indonesia% 139%%

Vietnam% 135%%

Thailand% 135%%

Philippines% 124%%

Belgium% 109%%

0%% 40%% 80%% 120%% 160%% 200%%

Indonesia$ 146%$

Thailand$ 131%$

Vietnam$ 121%$

Philippines$ 115%$

China$ 96%$

0%$ 40%$ 80%$ 120%$ 160%$

Based
on
App
Annie
Intelligence
APAC,

Europe
and
US
data,
All
Categories
Jan
2012
-‐
Jul
2012 Asian
countries
growing
the
fastest


Top Categories by Revenue for Games

1 Simulation Arcade 1 Simulation Arcade 1 Role Playing Casual

2 Role Playing Casual 2 Adventure Casual 2 Adventure Arcade

3 Adventure Cards 3 Action Cards 3 Card Cards

4 Strategy Brain 4 Arcade Brain 4 Puzzle Sports

5 Action Sports 5 Strategy Sports 5 Simulation Brain

Card
and
Brain
games
high
on
the
revenue
charts
for
Google
Play
iOS
dominated
by
more
sophisGcated
gaming
IP

Based
on
App
Annie
Intelligence
-‐
Japan,
UK,
US
data,
Games
Category
July
2012


Top Categories by Download for Games

1 Action Arcade 1 Action Arcade 1 Action Casual

2 Arcade Brain 2 Arcade Brain 2 Arcade Arcade

3 Puzzle Casual 3 Puzzle Casual 3 Puzzle Brain

4 Adventure Cards 4 Simulation Sports 4 Kids Cards

5 Family Racing 5 Family Racing 5 Adventure Sports

Similar
category
trends
across
countries
and
plaIorms

Based
on
App
Annie
Intelligence
-‐
Japan,
Europe,
US
data,
Games
Category
July
2012


iOS vs Google Play: Key Trends

Google
Play
sOll
generaOng
1/3
revenues

compared
to
iOS

iOS
parOcularly
strong
in
moneOzaOon

and
growth
for
Asia

iOS
moneOzing
through
more

sophisGcated
Otles



Get
free
app

store
stats
www.appannie.com

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