Ruth Russek, Startapp As presented in the Israel Mobile Summit 2016 www.israelmobilesummit.com

1. #1 New York
#1 Software
#7 Overall Rank
#1 in 2015
Deloitte’s
Technology
Fast 500
#1 in 2015
CRAIN'S New York
FAST 50

2. FOUNDED
Dec 2010
The
SDK DOWNLOADS
9.5 Billion
APPS
Over 250,000
MOBILE BOARD MEMBER
Since 2014
MONTHLY ACTIVE USERS
Over 640 Million

3. SAN FRANCISCO
NEW YORK
TEL AVIV
BEIJING
STOCKHOLM SÃO PAULOKIEV
Our
offices
SHANGHAI
NEW YORK
MOSCOW

4. SODA is a social data platform that allows
any social app to contribute a piece of the
user data puzzle and receive the complete
user picture in return.

5. Mobile integration with daily activities
Music
Player
News &
Articles
Games Photography
Tools
Social
Networks
Food & Weight
Tracking
Shopping Dating

6. Your SODA insights

7. Mobile Dating

8. Games Communication Social
Networks
Photography Shopping Dating
Global Mobile Users
% Of Mobile Users
that have at least one
App on each category

9. Volume of Dating Users per Region
% of Mobile Dating Users
By Region
20%

10. Volume of Dating Users per Region
Global Average Dating Apps per User
% Average # Dating Apps Per User
Dating
Global Penetration
% Average Global Dating Penetration

11. American Dating
Users

12. • More Social
• Higher need for communication, sharing and
photography
• Highly Music Oriented
• Category with most volume of users
Dating Users - Affinity Map
United States
5% 15% 40% 100%

13. • Mobile Services
• Higher Acquisition Power
• Integrate mobile with all their daily
activities
Dating Users - Affinity Map
United States
5% 15% 40% 100%

14. • Strongest Affinity towards
transportation services
• Meaningful preference for private
transportation over Public Transport
Dating Users - Affinity Map
United States
5% 15% 40% 100%

15. Dating in the City

16. • New Yorkers have less interest in
streaming music
Dating Users - Affinity Map
NY & LA compared to average Dating USA
100%

17. • New Yorkers order more food
Dating Users - Affinity Map
NY & LA compared to average Dating USA
100%

18. • New Yorkers have a higher inclination
for money transfer services
Dating Users - Affinity Map
NY & LA compared to average Dating USA
100%

19. • New Yorkers portray twice as much
interest in international news
Dating Users - Affinity Map
NY & LA compared to average Dating USA
100%

20. • Both cities are aligned with the
category standard
Dating Users - Affinity Map
NY & LA compared to average Dating USA
100%

21. • LA users have a higher inclination for
using such services
Dating Users - Affinity Map
NY & LA compared to average Dating USA
100%

22. Dating Users - Affinity Map
NY & LA compared to average Dating USA
• New Yorkers show almost 10 times
higher tendency to use Public
Transportation

23. Individual Behaviors

24. How well do we know

25. Summary
Mobile Integration
SODA – Social Data Platform that enables user insights
User Profiles – Cluster analysis for mapping those characteristics that make users unique.
Dating users are early adopters of advanced mobile services (Banking, travel, food & transport as service, health)
City segmentation reveals further differences across same category users
Behavioral Profiles – Cluster users in terms of:
Loyalty, Churn Rate, Paying Behavior.

26. Why SODA?
Understand
Human Behind
User
Complete Picture
User Experience
Anticipate User’s
Needs
Tailored
Onboarding
Shorten Funnel
Actionable
Insights
Data Value

27. As an extension to the
platform, we added the
SODA Bubbles feature to
help our partners not only
engage their users but
monetize their platforms as
well.
For example, a chat app can
add a SODA Bubble that
allows their user to make a
restaurant reservation, via
another app, directly within
the user’s chat window.
SODA
bubbles

28. THANK
YOU :)
ruth.russek@startapp.com