The document summarizes key points from a presentation by Ilja Laurs on branded apps at the Conversational Marketing Summit in New York on June 6, 2011. Laurs discussed how apps are becoming more important than websites or TV as engagement platforms. He advised companies to build app experiences around their core brand values using mobile features like touch and location. Laurs also stressed the importance of cross-platform development to achieve scale in the fragmented mobile market.

1. Conversational Marketing Summit New York, NY June 6, 2011

3. Branded Apps Ilja Laurs, Founder & CEO, GetJarNew York, June 2011

4. Apps are media, not content Rich, interactive, connected, personalized App industry will reach $30-50b/year in the next 3 years. To put this into prospective, the entire music industry is at $25b/year. 50 billion app downloads are expected in 2012. In terms of reach and engagement apps expected to bypass desktop internet in 2013. 70% of GetJar users already today report spending more time per day engaged with their mobile phone that desktop internet or TV.

5. Apps are like websites 15 years ago Don’t just put your printed brochures online, invent! Build app experience around your core brand value, leverage all new and cool features of the mobile device: touch, location, etc. Wisely chose supported platforms: What are the most popular devices among your audience? What are the minimum device specs to build the wanted experience? What are the future platforms and devices? Develop your app distribution strategy. Unlike the web, app discovery is fragmented (presence on multiple app stores) and not dominated by search. Most effective today: own web site app stores mobile ad networks

6. Cross platform is key to scale Mobile platforms landscape is fragmented and getting worse, but cross platform support is critical to achieve scale 110 million downloads on GetJar 50 million downloads on GetJar 20 million downloads on GetJar

7. Ilja LaursFounder & CEO ilja@getjar.comwww.getjar.com