This document discusses different revenue models for iOS apps, including paid downloads, sponsorship, in-app purchases, and advertising. It notes that paid downloads work best for games and utilities, sponsorship is best for niche apps but not scalable, in-app purchases require loyal repeat usage, and advertising can drive more revenue than paid but requires a large installed base. The document also provides data showing that eCPMs (cost per thousand impressions) for iOS apps are significantly higher than for Android apps in both North America and Europe. It encourages developing iOS apps and monetizing through the advertising network InMobi.

1. 7/15/11 1 How to Make Money WithiOSAppsThrough Mobile AdvertisingGregory KennedyDirector, Global Marketing

3. Backed by Kleiner Perkins

4. 36 Billion Monthly impressions

5. Live in 125 countriesLondon San Francisco Tokyo Bangalore Nairobi Singapore

6. 7/15/11 3 A Selection of Partners

7. iOS Goes Mainstream Saturation point reached (500K+ Apps in iTunes) Large Players Entering Market (Sega) Now Hard to Gain Traction 7/15/11 4

8. iPad The New Opportunity iPad and Tablets are creating new markets Mobile eco-system is still emerging Top apps are worth millions of dollars 7/15/11 5 Needham’s Charlie Wolf, raised his 2011 iPad sales forecast to 30 million. Total iOS installed base 160 Million.

9. There are only four ways to make money Revenue Models: Overview 7/15/11 6 Paid Downloads Sponsorship Advertising In App Purchase Each has strengths and weaknesses Some models are more appropriate than others

10. Revenue Models: Paid Download Strength: Works best with gaming and utilities Weakness: Promotion is difficult Examples 7/15/11 7 Angry Birds Tiny Wings Fruit Ninja

11. Revenue Models: Sponsorship Strength: Great for niche apps Weakness: Not scalable 7/15/11 8 The Onion Red Bull Examples

12. Revenue Models: In App Purchase Strength: Requires loyal repeat usage Weakness: Difficult to achieve app loyalty Examples 7/15/11 9 Tap Zoo Ebay Farmville Groupon

13. Revenue Models: Advertising Strength: Can drive more revenue than paid Weakness: Requires large installed base 7/15/11 10 Photobucket Moco Space Examples Words With Friends Shotgun

14. App Monetization Matrix 7/15/11 11 Recommended models by category

15. Ad Monetization in North America iOSeCPMs are double what they are on Android 7/15/11 12 *Data from the InMobi Network

16. Ad Monetization in Europe iOSeCPMs are triple what they are on Android 7/15/11 13 *Data from the InMobi Network

17. eCPM Index: Android vs. iOS Africa 149 APAC 113 E. Europe 451 North America213 W. Europe 319 7/15/11 14 < eCPMs Almost 5X Better

18. You Control These Inputs Earn Money as a Publisher Market Rate 7/16/11 15

19. InMobi’s Economic Toolkit Download it from our blog: www.inmobi.com/inmobiblog 7/15/11 16

20. Questions and Answers 7/15/11 17 Contact Me: Gregory Kennedy gregory.kennedy@inmobi.com www.twitter.com/inmobi www.facebook.com/inmobi