The document discusses mobile app trends and marketing strategies, highlighting GetJar as a leading app store with significant downloads and usage statistics. It emphasizes the growing value of the mobile app industry, projected to exceed $30 billion by 2015, and outlines effective marketing approaches including app monetization and distribution strategies. Additionally, it details brand engagement with mobile apps and the importance of integrating apps into broader marketing campaigns for success.

2. Mobile AppsTrends, Marketing and Value CreationPatrick Mork - CMO

3. GetJar – who we areLargest open app store (’05)1.8 billion downloads144,000 apps190 countries, 2,500 handsets Distribution / AppVertising™$42M funding / Accel / TGM Silicon Valley, London, Vilnius

4. Some of our clients…

5. App usage is becoming universalOver 8 billion apps were downloaded in 2010The global industry will be worth over $30 billion by 2015*56% of users are maleLargest age demo is 25-34 year oldsFollowed by 34-44 year olds and 18-24Over 600,000 apps across the known apps storesMore then 3,500 apps are being downloaded every second*Juniper research Q4 2010** GetJar consumer poll of 2,500 consumers in Q1 2011

6. How do consumers engage with apps?63% download apps once / week35% using apps more then 1 hour / dayTop categories SN, Games, News, Weather, Music74% using apps more then once per day30% claim to use mobile web more then WebGJ AppMeter Survey, March 20112,500 users

7. Platforms: All about Android vs. iOS?100M devices vs. well over 1.8 billion web enabledConsumers don’t always distinguishWeb has innate advantagesSmart brands already leverage web

8. Cross platform with a touch of WEB

9. Geography – Apps going globalGetJar’s top market is IndiaContent consumption varies by marketLocal content starting to be seenPull of apps in EM even stronger then US / DMPhones as status symbols

10. Brands – Emergence of the first mobile only brands

11. About those Angry Birds

12. Money – show me the $....2010 = $2.1 bln in app store revenueApple alone 1.725% est. games47% of games IABPercent share of app store revenues 2010: IHS Screendigest

13. Business models – why pay-before-you play doesn’t workRace to the bottomDevalues brandsOnly for DM’sLacks trialHigher risk then in application billingIncreased cost of advertising

14. Monetization trend: 3 possible models

15. Marketing: Significant trend in marketing spend on mobileMobile ad spend in US to reach $1.1 bln in 2011 according to emarketerSet to grow by $19 billion from 2010 – 2015 according to Gartner84% of consumers have downloaded apps with ads21% purchase something after clicking a banner

16. Marketing: Translating into increased spend on appsKey verticals include: Search, games, productivity, entertainment, retail, automotiveRealization that distribution alone no longer enough  only 25% of apps discovered are found in app stores*However, performance metrics are changing from CPM / CPC to CPD and CPISpend now including Android apps as natural next “big” category after iPhone – particularly in the US

17. …and metrics must change to reflect performanceAd NetworkCost Per ClickCost Per DownloadPay only when download starts

18. Quest for performance will fuel consolidation, liquidation and aggregationOptimization across multiple networksOptimizing across devicesMultiple installations (SDK’s)Reporting across multiple vendorsMultiple contracts

19. Marketing: Distribution trendsEcosystem fragmented with over 160 app storesDifferent stores have different merchandising / placement policiesVisibility has a massive affect on downloads  up to 10x or even 100x differenceRankings by store differ  on Apple marketing can influence rankings on Android Market it can’tDifferent stores have different levers of marketingApp stores must and will consolidate over next 24 months

20. 20Fragmentation is inherent

21. Brand challengesBrands renown gives them natural advantage54% of our consumers have downloaded branded appsHowever, expectations are higher of brands80% said quality of app affects brands trustworthinessConsumers also expect a similar experience across devices / OS’s Mobile is often isolated from rest of marketingTo succeed apps must be part of marketing mix

22. Salvation Army: Reach, Inform, educate and galvanize young audienceDynamic RSS feed with content fed in real-time from blogForm to volunteer and participate at the community and international levelVideo, copy, images and other content Easy to usebranded interactive menuViral functionality encourages sharing content and mobile app among networksDonate options including Call-in, Mail-in, Online and special “Donate $10” now button

23. TSA: Marketing and resultsMarketingAggressive press campaign with mentions in USA Today and other key publications

24. Viral marketing campaign to TSA base via Twitter and Facebook

25. CRM / email campaign to TSA consumer base and regional agencies