The mobile App Store Economy

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The mobile App Store Economy

  1. 1. 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 DISCLOSEThursday, September 27, 12
  2. 2. 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 2012Thursday, September 27, 12
  3. 3. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012Thursday, September 27, 12
  4. 4. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012Thursday, September 27, 12
  5. 5. #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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012Thursday, September 27, 12
  6. 6. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  7. 7. 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! CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  8. 8. 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 2012Thursday, September 27, 12
  9. 9. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  10. 10. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  11. 11. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  12. 12. Revenue of #1 Top Grossing App across CountriesIndex 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 AustraliaGermany 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 DISCLOSEThursday, September 27, 12
  13. 13. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  14. 14. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  15. 15. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  16. 16. 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 2012Thursday, September 27, 12
  17. 17. 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  JulyDownload  Data  as  index=100 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  18. 18. 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  JulyDownload  Data  as  index=100 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  19. 19. 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) CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  20. 20. 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 2012Thursday, September 27, 12
  21. 21. 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. CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  22. 22. 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  CategoriesJan  2012  -­‐  Jul  2012 Asian  countries  grow  fastest,  followed  by   European  countries CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  23. 23. 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  CategoriesJan  2012  -­‐  Jul  2012 Asian  countries  growing  the  fastest CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  24. 24. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  25. 25. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  26. 26. 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 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12
  27. 27. Get  free  app   store  stats www.appannie.comSocilaity Rocks!Kiev - September 27th, 28th CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSEThursday, September 27, 12

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