This document discusses working with mobile partners to monetize apps. It outlines the shifting mobile landscape from carriers dominating in the early 2000s to apps now having more leverage. Most user time is spent inside apps, especially games, Facebook, and other popular apps. Partnerships allow using user data and deep links to drive more app installs and improve monetization strategies. Working with carriers and device makers requires considering user privacy, content issues, deal structures, and each partner's processes.

1. Working with
Mobile Partners

2. Working with Mobile Partners
Introduction
Bob Upham
BD Mobile Partnerships, Dolphin Browser
7 years at Yahoo
founder (Inc. 500, 2001)
twitter: @uphamb
uphamb@dolphin.com
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3. Working with Mobile Partners
Landscape
• 2002 - 2005 carriers were king
• 2005 - 2011 shift toward OEMs
• 2011 - now apps have the leverage
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4. Working with Mobile Partners
Landscape
• 32% of time spent on a smartphone is
playing games
• 18% is on facebook
• 80% of the time spent is inside an app, 20%
on mobile web
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5. Working with Mobile Partners
Landscape
• App install ads, launched by facebook late 2012 drove
145mm installs from Google Play and Apple App Store
in one year
• Deep linking employed by facebook, twitter and others
allows a link to point directly inside an app, rather than
to a mobile website
• Google will crawl your app to determine ad targeting
• Leading to better ways to monetize
• Better apps monetization!
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6. Working with Mobile Partners
The Value of Your App
• User Data
• Location Information
• Behavior
• Niche Content (UGC)
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7. Working with Mobile Partners
Working with Carriers and OEM
• User Privacy
• Content Protection and Licensing
• Deal Valuation, Distribution
• Process and Bureaucracy
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8. Working with Mobile Partners
Questions? Comments? Snide Remarks?
Bob Upham
@uphamb
uphamb@dolphin.com
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