9/29/10<br />1<br />World’s Largest IndependentMobile Ad NetworkThe Economics of Building anAdvertising Supported App Busi...
9/29/10<br />2<br />InMobi: Mobile Ad Network<br /><ul><li>185 M Consumers reached
150 employees
Backed by Kleiner Perkins
21.2 Billion impressions
6 Offices
Live in 115 countries</li></ul>London  <br />San Francisco  <br />Tokyo  <br />Mumbai  <br />Bangalore  <br />Johannesburg...
9/29/10<br />3<br />A Selection of Partners<br />
Mobile App Landscape<br />Highly competitive<br />Saturation point reached (iPhone)<br />Market dynamics change daily and ...
The Opportunity<br />Still huge opportunity for developers (long tale)<br />Android eco-system is still emerging<br />Top ...
Revenue Models: Overview<br />There are only four ways to make money<br />9/29/10<br />6<br />Paid Downloads<br />Sponsors...
Revenue Models: Paid Download<br />Strength: Works best with gaming and utilities<br />Weakness: Promotion is difficult<br...
Revenue Models: Advertising<br />Strength: Can drive more revenue than paid<br />Weakness: Requires large installed base<b...
Revenue Models: Sponsorship<br />Strength: Great for niche apps<br />Weakness: Not scalable<br />9/29/10<br />9<br />
Revenue Models: In App Purchase<br />Strength: Requires loyal repeat usage<br />Weakness: Difficult to achieve app loyalty...
App Monetization Matrix<br />9/29/10<br />11<br /><ul><li>Recommended models by category</li></li></ul><li>9/29/10<br />12...
Experiment
Take advantage of global markets</li></li></ul><li>9/29/10<br />13<br />Build a Business not Apps<br /><ul><li>Build a por...
Create synergy between apps
Use loss leaders to build brand
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InMobi - The Economics of Building an Advertising Supported App Business

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This presentation was given by Gregory Kennedy at the San Francisco Android Meet Up. It provides an overview of different business models and how app developers can use them to monetize their apps.

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  • Smartphone impressions represent half the network in both Europe and North America.
  • InMobi - The Economics of Building an Advertising Supported App Business

    1. 1. 9/29/10<br />1<br />World’s Largest IndependentMobile Ad NetworkThe Economics of Building anAdvertising Supported App BusinessAugust 16, 2010<br />
    2. 2. 9/29/10<br />2<br />InMobi: Mobile Ad Network<br /><ul><li>185 M Consumers reached
    3. 3. 150 employees
    4. 4. Backed by Kleiner Perkins
    5. 5. 21.2 Billion impressions
    6. 6. 6 Offices
    7. 7. Live in 115 countries</li></ul>London <br />San Francisco <br />Tokyo <br />Mumbai <br />Bangalore <br />Johannesburg <br />
    8. 8. 9/29/10<br />3<br />A Selection of Partners<br />
    9. 9. Mobile App Landscape<br />Highly competitive<br />Saturation point reached (iPhone)<br />Market dynamics change daily and hourly!<br />9/29/10<br />4<br />
    10. 10. The Opportunity<br />Still huge opportunity for developers (long tale)<br />Android eco-system is still emerging<br />Top apps are worth millions of dollars<br />9/29/10<br />5<br />Since its release over 6.5 million copies of the game Angry Birds have been purchased.<br />Over 1 Million sold on Android.<br />
    11. 11. Revenue Models: Overview<br />There are only four ways to make money<br />9/29/10<br />6<br />Paid Downloads<br />Sponsorship<br />Advertising<br />In App Purchase<br />Each has strengths and weaknesses<br />Some models are more appropriate than others<br />
    12. 12. Revenue Models: Paid Download<br />Strength: Works best with gaming and utilities<br />Weakness: Promotion is difficult<br />9/29/10<br />7<br />
    13. 13. Revenue Models: Advertising<br />Strength: Can drive more revenue than paid<br />Weakness: Requires large installed base<br />9/29/10<br />8<br />
    14. 14. Revenue Models: Sponsorship<br />Strength: Great for niche apps<br />Weakness: Not scalable<br />9/29/10<br />9<br />
    15. 15. Revenue Models: In App Purchase<br />Strength: Requires loyal repeat usage<br />Weakness: Difficult to achieve app loyalty<br />9/29/10<br />10<br />
    16. 16. App Monetization Matrix<br />9/29/10<br />11<br /><ul><li>Recommended models by category</li></li></ul><li>9/29/10<br />12<br />Try Combining Models<br /><ul><li>Mix models depending on growth stage
    17. 17. Experiment
    18. 18. Take advantage of global markets</li></li></ul><li>9/29/10<br />13<br />Build a Business not Apps<br /><ul><li>Build a portfolio of Apps
    19. 19. Create synergy between apps
    20. 20. Use loss leaders to build brand
    21. 21. Variable pricing
    22. 22. Develop quality content
    23. 23. Volume of apps also matters
    24. 24. Take maximum advantages of social channels
    25. 25. Exploit global nature of App market</li></li></ul><li>9/29/10<br />14<br />Tipsfor Monetizing With Ads<br /><ul><li>Test everything
    26. 26. Use data to improve performance
    27. 27. Experiment with ad placement
    28. 28. Experiment for ad format
    29. 29. Try multiple ad networks
    30. 30. Develop directly for ad verticals (cars, travel, finance, real estate, etc.)</li></li></ul><li>9/29/10<br />15<br />Picking an Ad Network<br /><ul><li>Some important questions:
    31. 31. In what regions are you trying to monetize
    32. 32. What platform are you developing for
    33. 33. Type of content games, music, cars
    34. 34. Consider a mediation platform: Mobclix</li></li></ul><li>Think Globally<br />eCPMs vary globally but not by a big margin<br />9/29/10<br />16<br />Index by region<br />Sourced from our Nework<br />129<br />125<br />101<br />90<br />70<br />
    35. 35. eCPMs Top 20 Countries<br />9/29/10<br />17<br />
    36. 36. 9/29/10<br />18<br />The InMobi Platform<br /><ul><li>Largest independent mobile ad network
    37. 37. iOS friendly - full support for iAd format
    38. 38. Multi-platform iOS, Android, Blackberry, etc.
    39. 39. 40% of our traffic is outside the U.S.
    40. 40. Live in 115 countries including US</li></li></ul><li>9/29/10<br />19<br />Our Network<br /><ul><li>Can offer ad monetization for developers in almost every region, globally.</li></ul>Europe<br />1.8 Billion Ad Requests <br />North America<br />3.2 Billion Ad Requests <br />Middle East<br /> 514 Million Ad Requests <br />Asia Pacific<br />11.5 Billion Ad requests <br />Africa<br />2.8 Billion Ad Requests <br />
    41. 41. InMobi World Developer Fund<br />9/29/10<br />20<br />$2 Million Dollar World Developer Fund<br />Normally ad networks share revenue with publishers<br />We offer you 100% of revenue earned<br />Program lasts until the fund is gone<br />Real support for developers<br />

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