1. Mobile Apps and Payment
@kgutteridge

2. Models?
 Point of download - “App store” model
 Subscription for service - “Spotify”
 In app payments - “Eliminate, Ecards”
 Tokenized payment- “Online poker, Oyster”
 Support existing business
 Offers and surveys
@kgutteridge

3. Point of download (via app store)
+ Third party handles billing, little or no integration
+ Variable revenue share, harmonising ~70/30
- Hard to track all conversions
- App is one thing on the warehouse shelves
- Scope for pricing differentiation is often limited
@kgutteridge

4. Subscription
+ Recurring revenues
- Cancellation
- Regulatory considerations
- If using operator billing options, this could feel like a
bait and switch, due to past activities with Ringtones
@kgutteridge

5. In App
+ Recurring revenues
+ Repeated micro payments
- Potentially breaking user flow of using app
- Again Limited pricing points
@kgutteridge

6. Tokenized
+ Solves handset/platform implementation issues
+ Most likely ~90-95%+ revenue share
- Forces sign up for an account
- How to get users to “top up” account
- Choosing token points that are suitable for service
- Distribution might force other methods to be used in
conjunction
@kgutteridge

7. Numbers
 Top free app is roughly 50-100k downloads a day
 Cost of acquiring users
 Free $0.1 - 1.50
 Paid $1-3
 Appsize limits 50mb on iOS cellular + Android
@kgutteridge

8. iTunes Affiliate Scheme
 iTunes http://www.apple.com/itunes/affiliates/ run by
http://www.linkshare.com/
 Once accepted you earn 5% of anything the user
purchases in the next 72 hours
@kgutteridge

9. Metrics
 http://www.appannie.com/ - aggregates stores data,
reviews ratings
 http://www.flurry.com/ in app statistics
@kgutteridge

10. Localisation
 At least localise the App store descriptions, bi lingual
people might be searching in their native language
 http://www.tethras.com/ $0.10 word +
 http://crowdin.net/ 300 words $9 per month
@kgutteridge

11. In app advertising
 https://www.adwhirl.com/ - Self ad mediation + house
ads
 http://inner-active.com/ Ad mediation, one line SDK,
also works for Qt, Corona and Marmalade
 http://www.burstly.com/ - Ad mediation + house ads
@kgutteridge

12. Incentivized Downloads
 https://www.tapjoy.com/
 http://www.flurry.com/product/appcircle/index.html
@kgutteridge

13. Game networks
 Apple Game Center - iOS only
 http://openfeint.com/ - iOS + Android
 http://papayamobile.com/ - Social gaming network +
Chinese assistance
@kgutteridge

14. Discovery
 http://appsfire.com/ web + on device
 http://www.appbrain.com/ Android market search
 http://www.zwapp.com/ social recommendation
 http://www.apptitu.de/ social recommendation
 http://chomp.com/ app search
@kgutteridge

15. Free app a day sites
 http://game.giveawayoftheday.com/
 http://freeappaday.com/n/mi.php (faad)
 http://www.greatappaday.com/
 Open feint free game of the day
@kgutteridge

16. Cross promotion
 Think Zynga + webrings
 http://www.allify.com
@kgutteridge

17. Other tricks
 Price shifting
 Top grossing
 Ask + incentivise users to rate to combat negative
bias
 Mine Facebook “likes”
 Don’t forget email lists
@kgutteridge

18. Q+A
kieran.gutteridge@intohand.com
@kgutteridge
@kgutteridge