The document discusses the rapid growth of mobile usage across various sectors over the past six years, highlighting substantial increases in messaging, music, and mobile commerce. It emphasizes the emergence of mobile as a dominant platform for social interaction, entertainment, and commerce, while also noting the shifting landscape in software development with China gaining prominence. Despite the growth, it points out that mobile advertising and payments still have significant growth potential in the market.

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Simon Khalaf, President & CEO
@simonkhalaf
The Age of
Living Mobile

2. Six Years In: Nothing But Growth
2
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Monthly Sessions Measured by Flurry from 500k+ Apps
Music
Gaming
M&E
Social
Networking
Logistics &
Travel
Retail
Messaging
MonthlySessions(Billions)

3. Messaging Apps’ Astronomical Growth
3
316%
115%
Messaging App Usage Overall
2012-2013 Growth Rate
Source: Flurry Analytics

4. Creating Overnight Telco Companies
4
700
465
355
300
105 100 66
34
China
Mobile
WhatsApp WeChat Line AT&T Kakao Talk NTT
Docomo
SK
Telecom
Publicly Disclosed Number of Subscribers (in Millions)
App
Telco

5. US M-Commerce Growth
5
60% Growth
2012 2013
Source: Internet Retailer
US M-Commerce Revenues (in Billions)
$20.5
$33B

6. Mobile Travel & Logistics Growth
6
1
2
3
4
5
6
7
8
0
5
10
15
2011 2012 2103
Revenue Usage
Revenue(inBillions)
Usage(inBillionsofsessions)
Sources: Flurry, PhoCusWright
Mobile Travel Revenues Growing at 168% CAGR

7. Mobile Has Completely Absorbed Social
7
68%
98%
86%
100% 92%
0%
20%
40%
60%
80%
100%
Facebook Instagram Twitter Snapchat Pinterest
Mobile Desktop
Share of Time Spent Per Platform, US Only
Sources: Comscore, US 18+ Dec 2013

8. Back to Music: Mobile Disrupting Its Own
8
Physical
51%
Digital
39%
Rights
8%
Downloads
67%
Paid
Streaming
17%
Other
16%
+51%
-2.3%
Digital’s Share of the 15B Music Industry; Mobile Streaming Hits $1B
DOWNLOADS
PAID
STREAMING
Source: IFPI, 2013 data
2012-2103 Year-Over-Year
Growth
2013 Music Sales
Music Industry Overall Digital’s Share

9. Mobile Now Means Apps
9Source: Flurry Analytics, Comscore, NetMarketShare

10. Average Times Spent by iOS Devices on Flurry’s Network – US only
…And a 24/7/365 Activity
10
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:00
PM
11:00
PM
12:00
AM
1:00
AM
2:00
AM
3:00
AM
4:00
AM
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment
Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other
Source: Flurry Analytics, August 2013

11. Mobile has Become a Worldwide Activity
11
Top Ten Countries on the Flurry Platform (Millions)
Source: Flurry Analytics, active devices as of March 2014
330
295
62 45 42 42 40 36 36 35 32
China United
States
United
Kingdom
Japan India Germany Russia Brazil France South
Korea
Canada

12. With the US Losing its Lead in Software
12
Percentage of Active Apps by Developer Country
Source: Flurry, based on all apps in the Flurry system March of each year
65%
53% 46%
38% 34%
35%
47% 54%
62% 66%
PC Era 2011 2012 2013 2014
Other
US

13. …And China Becoming An Exporter of Software
13
64%
8% 6% 5%
65%
16% 14%
8%
CHINA UK BRAZIL US
2013
2014
Share of Time Spent (% of total) by Apps Developed in China
Source: Flurry, based on a sample of 100k users (March 2013 and March 2014)

14. 639
283
79
784
440
176
Under 16 Times 16 to 60 Times 60+ Times
Mar-13 Mar-14
Worldwide Daily App Usage Distribution (Millions)
23%
55%
123%
Tablets/Phones
De-facto Wearables
Regular Users Super Users Addicts
Mobile Has Become Addictive
14Source: Flurry Analytics

15. Women Over Index as “Mobile Addicts”
15Source: Flurry, 100k Sample January 2014
-8%
+8%
Males
Females
Mobile Addicts vs. Average Mobile Users (Gender)
Average Mobile User

16. The Age of the “Mobile Addict”
16Source: Flurry, 100k Sample January 2014
55+
35-54
25-34
18-24
13-17
Mobile Addicts vs. Average Mobile Users (Age)
Average Mobile User
-88%
40%
49%
25%
-42%
UserAge

17. The Persona of the “Mobile Addict”
17Source: Flurry, 100k Sample January 2014
Moms
Parenting &
Education
Gamer
Sports Fan
Auto
Enthusiast
Parenting &
Education
Gamer
Catalogue
Shopper
10x
7x
7x
6.5x
9x
7x
6x
4x
Mobile Addicts vs. Average Mobile Users (Persona)
MalesFemales

18. t
We Have Achieved
Great Things in the
Last
Six Years

19. t
And…

20. Mobile Gaming Is Still Only 14% of Total
20
Mobile
14%
Handheld
19%
PC
19%
Console
47%
Mobile’s Share of the 93B Gaming Software Industry in 2013
Source: Gartner
An $80B
Worldwide
Upside Potential

21. Mobile Advertising Is Still in its Infancy
21
Mobile’s Share of the $162B US Advertising Market
Other Channels
96%
Mobile Ads
4%
Sources: iAB, Zenith Optimedia
A $155B US
Upside Potential

22. North American Mobile Payments Just 0.7% of Total
22
Mobile Payments
0.7%
Other
99.3%
Mobile’s Share of the $158B North American Payment Market
A $157B North
America Upside
Potential
Sources: eMarketer, Deutsch Bank, BCG

23. Mobile Is Still at 1% of Total US Retail Sales
23
Traditional Retail
91%
PC-Commerce
8%
M-Commerce
1%
Mobile’s Share of the US $3.25 Trillion Market
Sources: ComScore, Forrester.
A Trillion USD
US Opportunity

24. t
…We Still Have a Lot
of Exciting Work
Ahead of Us