An In-depth Look Into Southeast Asia and Worldwide App Trends And App Store Data

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Todays app publishers and marketers are more sophisticated than ever and are eager to make smarter decisions in the fast-evolving mobile app ecosystem. In this new age of apps, marketers must become familiar with a whole new set of channels and metrics to really scale app marketing success. App store data, advertising analytics, and app store optimization are all tools that help publishers maximize revenue and downloads and improve discoverability. Join Junde Yu as he uses real-world examples to provide a full picture of the app marketing opportunities available and to get actionable tips to capitalize on the best ones for your business.

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An In-depth Look Into Southeast Asia and Worldwide App Trends And App Store Data

  1. 1. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Intelligence
 Overview" Worldwide App Trends and App Store Data" Echelon! Singapore, June 2014! CONFIDENTIAL | DO NOT DISTRIBUTE Junde Yu 余俊德" VP APAC"
  2. 2. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview" 2.  App Store Trends! 3.  Country Trends! 4.  Category Trends! 5.  Top Publishers and Apps! 6.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 2!
  3. 3. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE App Annie is the #1 Provider of App Store Intelligence" 3!
  4. 4. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Backed by $39mm from international VCs United States China United States Global Japan 240+ Employees Across a Global Network of Offices"
  5. 5. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE #1 App Store Analytics and Market Data" App Annie products are used by 90% of the top 100 publishers* and have more than 270,000 registered business users! * 90% Penetration on iOS and Google Play based on Top 100 highest grossing publishers globally using App Annie Store Stats (April 2014) !5!
  6. 6. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 6! The App Annie Index has become the standard for industry insiders, ranking the top apps, publishers, platforms, countries and categories. This report has become the standard for understanding the state of the portable gaming industry, combining metrics on smartphones, tablets and portable console devices. App Annie Data is Trusted by the 
 World’s Media and Research Analysts"
  7. 7. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE App Annie Products: The Industry Standard" * Support of each platform varies by product! App Annie Supports*
  8. 8. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE New: ASO!"
  9. 9. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE New: ASO!"
  10. 10. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE This Presentation is Powered by App Annie Intelligence" The most accurate market data available for the app stores appannie.com/intelligence
  11. 11. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends" 3.  Country Trends! 4.  Category Trends! 5.  Device Trends! 6.  Top Publishers and Apps! 7.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 11!
  12. 12. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE App Revenue and Download Trends
 iOS App Store and Google Play" •  In Q1 2014, Google Play led the iOS App Store in app downloads by around 45%! •  iOS maintained a strong monetization lead, generating about 85% more revenue than Google Play in Q1 2014 ! 12!
  13. 13. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends! 3.  Country Trends" 4.  Category Trends! 5.  Device Trends! 6.  Top Publishers and Apps! 7.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 13!
  14. 14. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE App Store Downloads by Country, April 2014" •  United States and China drove around 40% of iOS App Store downloads! •  China used Android app stores extensively, but not Google Play! 14! Top Countries
  15. 15. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE App Store Revenue by Country, April 2014" •  US, Japan, and Korea drove about 70% of Google Play revenue! •  iOS remained the clear revenue leader in most regions, except 
 South Korea, Japan, and Taiwan!15! Top Countries
  16. 16. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE How are the markets shifting in the iOS App Store?" •  Russia, Canada, and Thailand moved up in the download ranks! •  China climbed to #3 in the revenue ranks! 16! Rank by Downloads" Rank by Revenue" Rank" Apr 2014" Country" Chg vs." Apr 2013" Country" Chg vs." Apr 2013" 1! United States! -! United States! -! 2! China! -! Japan! -! 3! Japan! -! China! é2 4! United Kingdom! -! United Kingdom! ê1 5! Russia! é1! Australia! ê1 6! France! ê1 Canada! -! 7! Canada! é1 France! é1 8! Germany! ê1 Germany! ê1 9! Australia! -! Russia! -! 10! Thailand! é1! South Korea! é1
  17. 17. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE How are the markets shifting in Google Play?" •  Brazil, Turkey, and Indonesia were the emerging markets in Google Play downloads! •  US overtakes Korea after being previously overtaken! •  Traditional Chinese market in HK/TW booming on Google Play!17! Rank by Downloads" Rank by Revenue" Rank" Apr 2014" Country" Chg vs." Apr 2013" Country" Chg vs." Apr 2013" 1! United States! -! Japan! -! 2! Brazil! é5 United States! é1 3! Russia! é1 South Korea! ê1 4! India! ê1 Germany! é1 5! South Korea! ê3 United Kingdom! ê1 6! Mexico! é2 Taiwan! é2 7! Turkey! é10 Hong Kong! é2! 8! Indonesia! é6 France! ê2 9! Germany! ê3 Australia! ê2 10! Thailand! -! Russia! é1
  18. 18. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends! 3.  Country Trends! 4.  Category Trends" 5.  Top Publishers and Apps! 6.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 18!
  19. 19. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE How are the categories shifting in the iOS App Store?" •  Social Networking made major gains in downloads! •  Education and News moved up the revenue ranks! 19! Rank by Downloads" Rank by Revenue" Rank" Apr 2014" Category" Chg vs." Apr 2013" Category" Chg vs." Apr 2013" 1! Games! -! Games! -! 2! Entertainment! -! Social Networking! -! 3! Photo and Video! -! Music! -! 4! Social Networking! é2 Education! é1 5! Lifestyle! ê1 Productivity! ê1 6! Utilities! ê1 Entertainment! -! 7! Music! -! News! é1 8! Productivity! é1 Books! ê1 9! Education! ê1 Sports! -! 10! Travel! -! Photo and Video! -!
  20. 20. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE How are the categories shifting in Google Play?" •  Photography gained in download rankings! •  Sports, Entertainment, and Education made big revenue ranking strides! 20! Rank by Downloads" Rank by Revenue" Rank" Apr 2014" Category" Chg vs." Apr 2013" Category" Chg vs." Apr 2013" 1! Games! -! Games! -! 2! Communication! -! Communication! -! 3! Tools! -! Social! -! 4! Entertainment! -! Tools! é1 5! Social! -! Travel & Local! ê1 6! Photography! é3 Sports! é5 7! Personalization! ê1 Entertainment! é3 8! Music & Audio! ê1 Education! é4 9! Productivity! ê1 Productivity! ê3 10! Media & Video! -! Music & Audio! ê1
  21. 21. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends! 3.  Country Trends! 4.  Category Trends! 5.  Top Publishers and Apps! 6.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 21!
  22. 22. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends! 3.  Country Trends! 4.  Category Trends! 5.  Top Publishers and Apps" A.  Games B.  Apps Excluding Games" 6.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 22!
  23. 23. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Top Games by iOS & Google Play 
 Combined Downloads, April 2014" •  Viral hit 2048 by Ketchapp Studio hit #1 on iOS by downloads, remaining in the rankings throughout April! •  This version of 2048 was iOS- only. On Google Play, publisher Estoty released 2048 Number Puzzle, reaching #4 by downloads!
  24. 24. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Top Games by iOS & Google Play 
 Combined Revenue, April 2014" •  Fast-increasing Google Play revenue for Clash of Clans helps tip them over Puzzle & Dragons for top spot! •  Monster Strike at #7 has huge potential to do even better as it is only launched in Japan currently! •  Boom Beach’s #5 iOS revenue rank was enough for the iOS-only title to reach #9 on the combined iOS and Google Play revenue rankings!
  25. 25. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends! 3.  Country Trends! 4.  Category Trends! 5.  Top Publishers and Apps" A.  Games B.  Apps Excluding Games" 6.  App Trends in South East Asia! Worldwide App Trends and App Store Data" 25!
  26. 26. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Top Apps Excluding Games by iOS & Google Play 
 Combined Downloads, April 2014" •  Facebook dominates in April with the top 4 worldwide downloaded apps ! •  Clean Master by Cheetah Mobile is the only non- messenger, non-social app in the top 10!
  27. 27. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Top Apps Excluding Games by iOS & Google Play 
 Combined Revenue, April 2014" •  LINE dominates with 3 apps in the top 10, with most revenue in Japan, and some in Taiwan and Thailand! •  TurboTax 2013 cashes in on tax season with revenues in the US! •  Microsoft achieves some success with Microsoft Word emerging at #10 on iOS and Google Play revenue!
  28. 28. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE 1.  App Annie Overview! 2.  App Store Trends! 3.  Country Trends! 4.  Category Trends! 5.  Device Trends! 6.  Top Publishers and Apps! 7.  App Trends in South East Asia" Worldwide App Trends and App Store Data" 28!
  29. 29. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE How do the markets in South East Asia compare?
 iOS and Google Play Combined, April 2014" •  Singapore dominates revenue currently but growth opportunities are limited! •  Thailand exhibits strong growth of both downloads and revenue!29!
  30. 30. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Top Apps by Combined iOS and Google Play Performance in South East Asia*, April 2014" •  Social Networking apps, particularly messaging apps, dominated downloads outside of games! •  Most Games revenue coming from Singapore, Malaysia, Thailand! 30! Rank by Downloads" Rank by Revenue" Rank" Category" Publisher" Category" Publisher" Top Game Apps" 1! Cookie Run! Devsisters/LINE! Clash of Clans! Supercell! 2! Candy Crush Saga! King! Tower of Saviors! Mad Head! 3! Subway Surfers! Kiloo! Cookie Run! Devsisters/LINE! 4! My Talking Tom! Outfit 7! Brave Frontier! gumi/Chukong! 5! Pou! Zakeh! Hay Day! Supercell! Top Apps Outside of Games" 1! Facebook! Facebook! LINE! LINE! 2! Camera360! PinGuo! Meb! ASK Media! 3! LINE! LINE! Path! Path! 4! Facebook Messenger! Facebook! LINE PLAY! LINE! 5! WhatsApp Messenger! Facebook! The Straits Times! Singapore Press! * Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam!
  31. 31. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Top Publishers by Combined iOS and Google Play Performance in South East Asia*, April 2014" •  Magazine publishers saw strong monetization from South East Asian markets! •  LINE’s prominent position in Thailand brought success in revenue and downloads! 31! Rank by Downloads" Rank by Revenue" Rank" Publisher" Headquarters" Publisher" Headquarters" Top Game Publishers" 1! LINE! Japan! Supercell! Finland! 2! King! United Kingdom! LINE! Japan! 3! Gameloft! France! Mad Head! Hong Kong! 4! Tiny Piece! China! King! United Kingdom! 5! Supercell! Finland! gumi! Japan! Top Publishers Outside of Games" 1! Facebook! United States! LINE! Japan! 2! Sungy Mobile! China! MagazineCloner! United Kingdom! 3! Google! United States! Magzter! United States! 4! Cheetah Mobile! China! Disney! United States! 5! LINE! Japan! Sungy Mobile! China! * Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam!
  32. 32. Ⓒ App Annie 2013!CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Thank You!" Start using for free! App Annie Analytics" www.appannie.com/analytics! " Start using for free! App Annie Store Stats" www.appannie.com/storestats! ! Read free reports! App Annie Index" www.appannie.com/index! ! Learn more about! App Annie Intelligence" www.appannie.com/intelligence! ! !32!

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