The document discusses mobile apps and the app market. It notes that in 2010 there were over 6 billion app downloads and that downloads are estimated to reach 50 billion by 2012. It also discusses GetJar, the world's second largest app store, which sees 80 million downloads per month. The document then examines strategies for using apps versus mobile web and discusses how companies like Facebook and Associated Press have leveraged the "App it!" tool to successfully promote their mobile offerings across different device platforms.

1. APPS VS. WEB Patrick Mork CMO [email_address]

2. Putting apps into context…. Over 6 billion downloads last year from zero a few years ago Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper) Over 350,000 apps between Apple, Android and GetJar 69M people used apps in April (Comscore April, 2010) 38 Million were Smartphone users 31 Million were Feature phone users Biggest app categories in order (Comscore April, 2010): Weather, Maps, Social Networking, News and Sports information Confidential

3. GetJar is the world’s 2 nd largest app store Appsolutely Everything Started in 2005 Supports 2200+ phones 70,000+ free apps & sites 80M downloads per month 1 billion downloads to date 200+ countries App / Site Publishing and Promotion for content owners Free distribution Pay-Per-Download distribution App it! self promotion tool

4. Confidential Apps vs. web – does the consumer care? Is my phone a smartphone? Blackberry Bold, Curve, Tour, Storm? Will it work on my old old Nokia 3120? What version of Android do I have? What is Symbian?

5. Apps – high maintenance but deep engagement Cons: Cost of development up to 250k (if custom built)* Platform fragmentation Time to market Distribution / maintenance More competition Pros: Always “on” Depth of engagement Leverage device power / features (touch, accelerometer) Viral! Confidential

6. Mobile web– unsexy, superficial but easy (DEMO) Cons: More limited functionality Require mobile connection Not as sexy Pros: Much wider reach Can be promoted more easily Cheaper development Can be promoted like apps Easier to maintain Confidential

7. What’s my strategy? Am I brand building or trying to get the user to “do” something? Determines app or web strategy Do I want a deep experience or something more shallow? Determines platform strategy How broad is my audience? Determines app or web strategy How much resource do I have? Determines depth of engagement and number of platforms How important is monetizing my mobile users? Confidential

8. Geekstuff – what you need to know Installed base of users / handsets  how many? Handset partners  who uses them? Size of apps catalog? How competitive is their app store? Discovery / distribution  how easy is to promote your app / get seen? Billing  yes /no? what type of billing? How fragmented is the platform? Confidential

9. The big boys are cross platform US focus

10. And increase their coverage internationally Intl focus

11. Freebie: Now I’ve got my app /site…now what? Confidential “ App it!” allows users to download your app to their phone in a single click It’s provides you with one, single destination to tell consumers where to get your app or access your site regardless of their phone make/model”

12. Facebook: Just App it! Facebook needed global mobile distribution to reach the mass market. Actions: Deployed Site Shortcut in March 2009 Deployed App it! download service in August 2009 on its homepage Link drives users to GetJar hosted page to detect the device and serve the right app Results: From 80,000 to 1,500,000 downloads a week in less then 2 days 75M downloads to date in 12 months Cost = $0

13. How Facebook used App it! on its mobile site Confidential Step 1: Consumer visits the Facebook site and clicks a link to “ Download Facebook here” Step 2: They are taken to Facebook’s App download page hosted by GetJar Step 23: GetJar serves them the most appropriate the app for their handset

14. GetJar Networks Inc. 1500 Fashion Island Blvd, suite 209 San Mateo, California 94404 USA Follow us: @GetJar Friend us at facebook.com/getjar App it! getjar.com/getjar-app Patrick Mork Chief Marketing Officer patrick@getjar.com www.getjar.com Follow us:

15. Appendix: Facebook Example Confidential m.facebook.com (mobile site) facebook.getjar.com (App Download Page on GetJar)

16. Appendix: Cncted uses App it! on Twitter The app: Cncted What it does: IM client that works across smartphone platforms Platforms: Rim, Android, iPhone and Symbian Strategy: Cncted placed all versions of their app on GetJar. They then started promoting their App it! link actively to consumers using Twitter Communication: Viral / WOM. Users were thrilled by the app and actively started re-tweeting the link to friends Results: reached over 600,000 downloads in just 6 days Confidential

17. Case Study: AP leverages App it! on email As part of the World Cup the Associated Press wanted to promote it’s apps to users using email They uploaded their apps and mobile site to GetJar Once uploaded they incorporated the App it! link in an email campaign They blasted this email campaign to several hundred thousand users and sent them to their download page to download the app / site shortcut

18. How to use App it! on WEB – example Place your branded App it ! banner on your website Consumers click on it to open a pop up box In the pop up box they fill in their mobile number and hit “send” They receive an SMS message to their phone with your App it! link http://getjar.com/yourappname They click on this link and are taken to your page on GetJar where they download your App or site shortcut Confidential MTV website (mobile section) example

19. Why our partners use App Download Page? Free to deploy and use One point of access for consumers regardless of phone / platform Eliminates the cost of hosting your own download infrastructure Makes it easy to promote all your apps in one place Ensures there’s something for each consumer regardless of phone / OS Confidential