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Pricing for Success:
App Industry Trends and Best Practices


Hendrik Koekkoek, Analyst, Distimo
Mobile App Stores
Great for Consumers, but There Are Many…
We Know App Stores
1. Distimo collects factual and timely market data,
   worldwide
2. Dedicated to markets where app stores are leading
   distribution channel
3. Independent and cross-store analysis, applying
   same metrics to every store
Distimo Monitor Free App Store Monitoring




1. Free cross-platform app store monitoring tool for developers
2. Support for all major app stores
3. Transactional data allows us to benchmark applications with
   the market
Distimo Report Data Examples




   Worldwide Consumer   iPad’s Road to 75k applications
     Activity iPhone
MAJOR TRENDS IN APP PRICING
WHAT DOES THIS MEAN FOR YOU?
1. App Pricing
Average Listing Prices Whole Store
            $5.26
                               $4.81*
                                        $4.17   $3.84
                                                        $3.30   $3.29




                   V CAST HAS HIGHEST AVERAGE LISTING PRICE
                       AMONG MOBILE PHONES APP STORES
 * April 2011 data, others July 2011
Average Listing Prices Whole Store vs. Most Popular
                                                         Whole Store         Most Popular
                 +3%
                                 +15%*
                                         +16%           -18%
                                                +118%
                                                                       +1%




              THE AVERAGE V CAST APP IS SLIGHTLY OVERPRICED
            BUT FINDING THE RIGHT PRICE FOR YOUR APP IS NOT EASY

 * April 2011 data, others July 2011
Average Listing Prices Whole Store vs. Most Popular
       +160%                                            Whole Store                Most Popular


                                +237%
                                             +283%
                                                        +33%

                                                                      +330%

                      No Data



            Medical             Healthcare    Medical    Medical       Lifestyle

    HEALTH RELATED APPLICATIONS TEND TO BE OVERPRICED ACROSS
            STORES, SO ARE ENTERTAINMENT APPLICATIONS
 July 2011 Data
Average Listing Prices Per Category Most Popular Apps



     Store AVG
     $1.76




 July 2011 Data
Average Selling Price Most Popular Apps




                  $3.94                                $3.79 *   $1.47

 Weighted Average Price, * April 2011 data, others July 2011
Average Selling Price Most Popular Apps




                       $3.94                                 $3.79*    $1.47
Since July 2010:         -21%                                No Data   -27%

                        INCREASING COMPETITION LOWERS PRICES
     Weighted Average Price, * April 2011 data, others July 2011
Recap: App Pricing
• AVERAGE LISTING PRICE AND AVERAGE SELLING PRICE OF APPS DECLINING:

 DON’T OVERPRICE YOUR APP




• APPLICATION PRICES CAN DIFFER A LOT ACROSS CATEGORIES:

 KEEP IN MIND THE CATEGORY IN WHICH YOUR APP IS PUBLISHED
2. New Monetization Strategies Become
   Key Revenue Driver
Proportion of Available Free vs. Paid Apps
                                                      81%                             19%
                                                     76%                             24%
                                                 66%                            34%
                                              60%                              40%
                                             54%                              46%
                                       38%                              62%
                                         Paid Apps          Free Apps




                             MOST STORES HAVE A MAJORITY OF PAID APPS

 * April 2011 data, others July 2011
Volume Growth Since July 2010 (iPhone)




 July 2011 data
Volume Growth Since July 2010 (iPhone)




     INCREASE IN DOWNLOAD VOLUMES HIGHER FOR FREE APPS THAN FOR PAID
                   APPS IN THE APPLE APP STORE FOR IPHONE



 July 2011 data
Proportion of Free Volume vs. Paid Volume

      8.7                      11.8                       13.7




        100                       100                        100
  IN V CAST APPS, FOR EVERY 100 DOWNLOADED FREE APPLICATIONS 11.8 PAID
               APPLICATIONS ARE DOWNLOADED ON AVERAGE.
                 THIS IS HIGHER THAN THE IPHONE’S AVERAGE
IPHONE



                                     OF ALL APPLICATIONS
                                       FEATURE IN-APP
                                         PURCHASES




Based on United States – July 2011
OF REVENUE
     COMES FROM APPS
     FEATURING IN-APP
     PURCHASES

Based on 200 most grossing applications in United States – July 2011
THAT’S UP FROM
28% LAST YEAR!

REVENUE FROM APPLICATIONS THAT FEATURE IN-APP PURCHASES
Based on 200 most grossing applications in United States – July 2010 & July 2011
IN-APP PURCHASES
INTRODUCED
TO ANDROID MARKET
IN MARCH 2011.
                                                                          68%
                                                                         OF 25 MOST GROSSING
                                                                           APPLICATIONS USE
                                                                        IN-APP PURCHASES NOW




Based on 25 most grossing applications in United States – August 2011
Possibilities in V CAST


                 NO IN-APPS YET, BUT:
                 44% OF REVENUE OF 200 MOST
                 GROSSING APPLICATIONS
                 GENERATED BY SUBSCRIPTIONS
Recap: New Monetization Strategies
• DOWNLOAD VOLUMES OF FREE APPLICATIONS MUCH HIGHER THAN DOWNLOAD
  VOLUMES OF PAID APPLICATIONS

• IN-APP PURCHASES HAVE BECOME AN IMPORTANT MEANS OF INCOME IN
  COMPETING STORES

• SUBSCRIPTIONS ALREADY A LARGE DRIVER OF INCOME IN V CAST APPS



 SEEK FOR OTHER WAYS OF MONETIZATION THAN A ONE OFF FEE

 EXPLORE THE POSSIBILITIES OF A SUBSCRIPTION MODEL OR IN-APP PURCHASES
 FOR YOUR APP
3. Channel Fragmentation:
   Going Beyond Mobile
Download Volume Top 300 Free – United States




            100                   :            12.9

   JANUARY 2011
 Based on transactional data from Distimo Monitor top 300 free applications US – January 2011 & July 2011
Download Volume Top 300 Free – United States




            100                   :            12.9                              100                   :    18.5

   JANUARY 2011                                                         JULY 2011
 Based on transactional data from Distimo Monitor top 300 free applications US – January 2011 & July 2011
Download Volume Top 300 Paid – United States




            100                   :            25.8

   JANUARY 2011
 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
Download Volume Top 300 Paid – United States




            100                   :            25.8                               100                   :   29.2

   JANUARY 2011                                                          JULY 2011
 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
Revenue Top 300 Paid – United States




            100                   :            68.9

   JANUARY 2011
 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
Revenue Top 300 Paid – United States




            100                   :            68.9                               100                   :   78.1

   JANUARY 2011                                                          JULY 2011
 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
Recap: Channel Fragmentation
• COMPARING THE IPHONE TO THE IPAD, DOWNLOAD VOLUMES OF THE IPAD ARE
  CONVERGING TOWARDS THOSE OF THE IPHONE.

• IN TERMS OF REVENUE, TOP IPAD APPLICATIONS GENERATE ALMOST FOUR FIFTH OF
  THE REVENUE OF TOP IPHONE APPLICATIONS


 OPTIMIZE YOUR APPS FOR TABLETS!
Recap
Recap
• AVERAGE LISTING PRICE AND AVERAGE SELLING PRICE OF APPS DECLINING

• APPLICATION PRICES CAN DIFFER A LOT ACROSS CATEGORIES

• DOWNLOAD VOLUMES OF FREE APPLICATIONS MUCH HIGHER THAN DOWNLOAD
  VOLUMES OF PAID APPLICATIONS

• IN-APP PURCHASES HAVE BECOME AN IMPORTANT MEANS OF INCOME IN
  COMPETING STORES

• SUBSCRIPTIONS ALREADY A LARGE DRIVER OF INCOME IN V CAST APPS

• COMPARING THE IPHONE TO THE IPAD, DOWNLOAD VOLUMES AND REVENUES
  OF THE IPAD ARE CONVERGING TOWARDS THOSE OF THE IPHONE
What Does This Mean?
What Does This Mean for You?
DON’T OVERPRICE YOUR APP

LOOK AT THE PRICES OF POPULAR APPS IN YOUR CATEGORY

SEEK FOR OTHER WAYS OF MONETIZATION THAN A ONE OFF FEE

EXPLORE THE POSSIBILITIES OF A SUBSCRIPTION MODEL OR IN-APP PURCHASES
FOR YOUR APP

OPTIMIZE YOUR APPS FOR TABLETS
Analyze Your Performance.
Look at the Neighbors.
Don’t Sit Back.
Analyze Your Performance.
Look at the Neighbors.
Don’t Sit Back.
Go to monitor.distimo.com
Distimo Monitor




  DISTIMO MONITOR BENCHMARKS HELPS YOU DETERMINING THE RIGHT PRICE
                          FOR YOUR APPS
                        MONITOR.DISTIMO.COM
Hendrik Koekkoek
hendrik@distimo.com

                Custom in-depth                           The free
                app store market                          cross-platform app
                reports for carriers                      store monitoring
                & manufacturers                           tool for developers

For more info, visit report.distimo.com   For more info, visit monitor.distimo.com
Thank you.
Pricing for Success: App Industry Trends and Best Practices

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Pricing for Success: App Industry Trends and Best Practices

  • 1.
  • 2. Pricing for Success: App Industry Trends and Best Practices Hendrik Koekkoek, Analyst, Distimo
  • 3. Mobile App Stores Great for Consumers, but There Are Many…
  • 4. We Know App Stores 1. Distimo collects factual and timely market data, worldwide 2. Dedicated to markets where app stores are leading distribution channel 3. Independent and cross-store analysis, applying same metrics to every store
  • 5. Distimo Monitor Free App Store Monitoring 1. Free cross-platform app store monitoring tool for developers 2. Support for all major app stores 3. Transactional data allows us to benchmark applications with the market
  • 6. Distimo Report Data Examples Worldwide Consumer iPad’s Road to 75k applications Activity iPhone
  • 7. MAJOR TRENDS IN APP PRICING WHAT DOES THIS MEAN FOR YOU?
  • 9. Average Listing Prices Whole Store $5.26 $4.81* $4.17 $3.84 $3.30 $3.29 V CAST HAS HIGHEST AVERAGE LISTING PRICE AMONG MOBILE PHONES APP STORES * April 2011 data, others July 2011
  • 10. Average Listing Prices Whole Store vs. Most Popular Whole Store Most Popular +3% +15%* +16% -18% +118% +1% THE AVERAGE V CAST APP IS SLIGHTLY OVERPRICED BUT FINDING THE RIGHT PRICE FOR YOUR APP IS NOT EASY * April 2011 data, others July 2011
  • 11. Average Listing Prices Whole Store vs. Most Popular +160% Whole Store Most Popular +237% +283% +33% +330% No Data Medical Healthcare Medical Medical Lifestyle HEALTH RELATED APPLICATIONS TEND TO BE OVERPRICED ACROSS STORES, SO ARE ENTERTAINMENT APPLICATIONS July 2011 Data
  • 12. Average Listing Prices Per Category Most Popular Apps Store AVG $1.76 July 2011 Data
  • 13. Average Selling Price Most Popular Apps $3.94 $3.79 * $1.47 Weighted Average Price, * April 2011 data, others July 2011
  • 14. Average Selling Price Most Popular Apps $3.94 $3.79* $1.47 Since July 2010: -21% No Data -27% INCREASING COMPETITION LOWERS PRICES Weighted Average Price, * April 2011 data, others July 2011
  • 15. Recap: App Pricing • AVERAGE LISTING PRICE AND AVERAGE SELLING PRICE OF APPS DECLINING: DON’T OVERPRICE YOUR APP • APPLICATION PRICES CAN DIFFER A LOT ACROSS CATEGORIES: KEEP IN MIND THE CATEGORY IN WHICH YOUR APP IS PUBLISHED
  • 16. 2. New Monetization Strategies Become Key Revenue Driver
  • 17. Proportion of Available Free vs. Paid Apps 81% 19% 76% 24% 66% 34% 60% 40% 54% 46% 38% 62% Paid Apps Free Apps MOST STORES HAVE A MAJORITY OF PAID APPS * April 2011 data, others July 2011
  • 18. Volume Growth Since July 2010 (iPhone) July 2011 data
  • 19. Volume Growth Since July 2010 (iPhone) INCREASE IN DOWNLOAD VOLUMES HIGHER FOR FREE APPS THAN FOR PAID APPS IN THE APPLE APP STORE FOR IPHONE July 2011 data
  • 20. Proportion of Free Volume vs. Paid Volume 8.7 11.8 13.7 100 100 100 IN V CAST APPS, FOR EVERY 100 DOWNLOADED FREE APPLICATIONS 11.8 PAID APPLICATIONS ARE DOWNLOADED ON AVERAGE. THIS IS HIGHER THAN THE IPHONE’S AVERAGE
  • 21. IPHONE OF ALL APPLICATIONS FEATURE IN-APP PURCHASES Based on United States – July 2011
  • 22. OF REVENUE COMES FROM APPS FEATURING IN-APP PURCHASES Based on 200 most grossing applications in United States – July 2011
  • 23. THAT’S UP FROM 28% LAST YEAR! REVENUE FROM APPLICATIONS THAT FEATURE IN-APP PURCHASES Based on 200 most grossing applications in United States – July 2010 & July 2011
  • 24. IN-APP PURCHASES INTRODUCED TO ANDROID MARKET IN MARCH 2011. 68% OF 25 MOST GROSSING APPLICATIONS USE IN-APP PURCHASES NOW Based on 25 most grossing applications in United States – August 2011
  • 25. Possibilities in V CAST NO IN-APPS YET, BUT: 44% OF REVENUE OF 200 MOST GROSSING APPLICATIONS GENERATED BY SUBSCRIPTIONS
  • 26. Recap: New Monetization Strategies • DOWNLOAD VOLUMES OF FREE APPLICATIONS MUCH HIGHER THAN DOWNLOAD VOLUMES OF PAID APPLICATIONS • IN-APP PURCHASES HAVE BECOME AN IMPORTANT MEANS OF INCOME IN COMPETING STORES • SUBSCRIPTIONS ALREADY A LARGE DRIVER OF INCOME IN V CAST APPS SEEK FOR OTHER WAYS OF MONETIZATION THAN A ONE OFF FEE EXPLORE THE POSSIBILITIES OF A SUBSCRIPTION MODEL OR IN-APP PURCHASES FOR YOUR APP
  • 27. 3. Channel Fragmentation: Going Beyond Mobile
  • 28. Download Volume Top 300 Free – United States 100 : 12.9 JANUARY 2011 Based on transactional data from Distimo Monitor top 300 free applications US – January 2011 & July 2011
  • 29. Download Volume Top 300 Free – United States 100 : 12.9 100 : 18.5 JANUARY 2011 JULY 2011 Based on transactional data from Distimo Monitor top 300 free applications US – January 2011 & July 2011
  • 30. Download Volume Top 300 Paid – United States 100 : 25.8 JANUARY 2011 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
  • 31. Download Volume Top 300 Paid – United States 100 : 25.8 100 : 29.2 JANUARY 2011 JULY 2011 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
  • 32. Revenue Top 300 Paid – United States 100 : 68.9 JANUARY 2011 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
  • 33. Revenue Top 300 Paid – United States 100 : 68.9 100 : 78.1 JANUARY 2011 JULY 2011 Based on transactional data from Distimo Monitor top 300 paid applications US – January 2011 & July 2011
  • 34. Recap: Channel Fragmentation • COMPARING THE IPHONE TO THE IPAD, DOWNLOAD VOLUMES OF THE IPAD ARE CONVERGING TOWARDS THOSE OF THE IPHONE. • IN TERMS OF REVENUE, TOP IPAD APPLICATIONS GENERATE ALMOST FOUR FIFTH OF THE REVENUE OF TOP IPHONE APPLICATIONS OPTIMIZE YOUR APPS FOR TABLETS!
  • 35. Recap
  • 36. Recap • AVERAGE LISTING PRICE AND AVERAGE SELLING PRICE OF APPS DECLINING • APPLICATION PRICES CAN DIFFER A LOT ACROSS CATEGORIES • DOWNLOAD VOLUMES OF FREE APPLICATIONS MUCH HIGHER THAN DOWNLOAD VOLUMES OF PAID APPLICATIONS • IN-APP PURCHASES HAVE BECOME AN IMPORTANT MEANS OF INCOME IN COMPETING STORES • SUBSCRIPTIONS ALREADY A LARGE DRIVER OF INCOME IN V CAST APPS • COMPARING THE IPHONE TO THE IPAD, DOWNLOAD VOLUMES AND REVENUES OF THE IPAD ARE CONVERGING TOWARDS THOSE OF THE IPHONE
  • 37. What Does This Mean?
  • 38. What Does This Mean for You? DON’T OVERPRICE YOUR APP LOOK AT THE PRICES OF POPULAR APPS IN YOUR CATEGORY SEEK FOR OTHER WAYS OF MONETIZATION THAN A ONE OFF FEE EXPLORE THE POSSIBILITIES OF A SUBSCRIPTION MODEL OR IN-APP PURCHASES FOR YOUR APP OPTIMIZE YOUR APPS FOR TABLETS
  • 39. Analyze Your Performance. Look at the Neighbors. Don’t Sit Back.
  • 40. Analyze Your Performance. Look at the Neighbors. Don’t Sit Back. Go to monitor.distimo.com
  • 41. Distimo Monitor DISTIMO MONITOR BENCHMARKS HELPS YOU DETERMINING THE RIGHT PRICE FOR YOUR APPS MONITOR.DISTIMO.COM
  • 42. Hendrik Koekkoek hendrik@distimo.com Custom in-depth The free app store market cross-platform app reports for carriers store monitoring & manufacturers tool for developers For more info, visit report.distimo.com For more info, visit monitor.distimo.com