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Get jar mma forum singapore preso 2011


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Patrick Mork's GetJar presentation to the MMF in Singapore 2011

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Get jar mma forum singapore preso 2011

  1. 1. Applications – The New Frontier For Mobile<br />Advertisement Dollars<br />Patrick Mork<br />Chief Marketing Officer<br />GetJar Inc.<br />
  2. 2. GetJar – who we are<br />Largest free app store (’05)<br />1.8 billion downloads to date<br />144,000 apps<br />190 countries, 2,500 handsets<br /> Distribution / AppVertising™<br />$42M funding: Accel/ Tiger Global<br /> Silicon Valley, London, Vilnius<br />
  3. 3. Distribution / Discovery Remain a Challenge<br />Too ManyApp Stores<br />LimitedDiscovery/Cut-Through<br />Not EnoughData<br />Too ManyMobilePlatforms<br />
  4. 4. First – understand consumer expectations<br />79% download apps once / week<br />36% using apps more then 1 hour / day<br />Top categories Games, SN, Entertainment, IM/SMS, Productivity <br />54% using apps more then once per day<br />0nly 19% use more then 8 apps per week<br />GJ AppMeter Survey, March 2011<br />1,200 users in Asia<br />
  5. 5. Especially in terms of how this relates to brands<br />50% have downloaded a branded app in the past<br />56% would download a good ad with Brand ads in it or something sponsored by a known brand<br />65% have downloaded apps with Ads in them and of those 52% would do so again<br />84% stated the quality of a Brands app makes it more trustworthy<br />Yet less then 30% use Branded apps Often or Very Often<br />GJ AppMeter Survey, March 2011<br />1,200 users in Asia<br />
  6. 6. 2nd- Understand the platforms<br />It’s not all about iOS vs. Android<br />100M devices vs. well over 1.8 billion web enabled<br />Consumers don’t always distinguish<br />Web has innate advantages<br />Smart brands already leverage web<br />
  7. 7. Web allows you to complement engagement with greater reach…<br />
  8. 8. 3rd – understand the various distribution platforms and use those that scale<br /><br />2010 = $2.1 bln in app store revenue<br />Apple alone $1.7 bln<br />100+ app stores globally<br />Different ways to rank apps<br />Different tools to market apps<br />Reach<br />Payment system<br />Handset detection<br />Ranking / Marketing tools<br />
  9. 9. 4th – Understand and use the “free” tools to get yourself noticed, downloaded and used<br />Build a great app<br />Go cross platform<br />Integrated marketing<br />Wide distribution<br />Use carriers<br />Have a marketing budget<br />Off deck / on deck<br />Update frequently<br />Product plan<br />Get feedback<br />Get Noticed<br />Get Downloads<br />Get Usage<br />
  10. 10. Salvation Army: Reach, Inform, educate and galvanize young audience<br />Dynamic RSS feed with content fed in real-time from blog<br />Form to volunteer and participate at the community and international level<br />Video, copy, images and other content <br />Easy to use<br />branded interactive menu<br />Viral functionality encourages sharing content and mobile app among networks<br />Donate options including Call-in, Mail-in, Online and special “Donate $10” now button<br />
  11. 11. TSA: Marketing and results<br />Marketing<br /><ul><li>Aggressive press campaign with mentions in USA Today and other key publications
  12. 12. Viral marketing campaign to TSA base via Twitter and Facebook
  13. 13. CRM / email campaign to TSA consumer base and regional agencies
  14. 14. Premium placement, PR and CRM from App store Partner GetJar use App it! Direct response link for cross platform distribution</li></ul>Success Metrics to Date<br /><ul><li>Over 211,000 downloads to date; 150,000 in first month alone
  15. 15. 6.2% click through to “Donate $10 Now”
  16. 16. 4.1% submissions to volunteer form</li></li></ul><li>Zynga / GetJar game launches<br />Mafia Wars (Web only) and Zynga Poker launches in Dec 2010<br />Integrated marketing campaign including:<br />Press<br />CPM mobile campaigns<br />Online cross promotion<br />Email blasts<br />Social media (Twitter / FB)<br />Feature placement on GetJar<br />Results:<br />Mafia Wars 900,000 dl’s in 6 weeks<br />Zynga Poker 100,000 (Android only)<br />
  17. 17. Everyone’s got a phone! What should you do?<br /><ul><li>Identify precisely your user and what they expect of your mobile service
  18. 18. Define your apps strategy – brand or performance
  19. 19. Select the platforms that best suit your strategy
  20. 20. Understand and use a wide variety of distribution strategies
  21. 21. Leverage all the “Free” methods to promote your apps but get a real BUDGET!</li></li></ul><li>Thanks you!<br />Patrick Mork – CMO<br /><br />+1 650 576 1809<br />Http://<br />