Laith Al-Janabi is the Developer Alliances Manager for Vserv.Mobi in Western Europe. Vserv.Mobi provides mobile app monetization solutions through their AudiencePro and AppWrapper products. Their products allow developers to generate revenue from their apps through ads and in-app purchases across emerging markets. Vserv.Mobi has over 280 million users across regions like Southeast Asia, Latin America, the Middle East, India, and Africa who view over 31 billion ad requests per month on their platform.

1. Maximize
Mobile
Mobile Ad Exchange across Emerging Markets

2. Introduction to Laith Al-Janabi
Developer Alliances Manager-
Western Europe, Vserv.Mobi
• UK based
• Heads up developer alliances and relations across Western
Europe (3+ Years)
• Over 13 years experience in Morgan Stanley Europe’s
Technology and Client Relationship Management Units
• Diverse and Extensive Retail/Online Sales & Marketing
experience

3. Awards & Recognition
Products:
• AudiencePro - Mobbys 2013
• AppWrapper - mBillionth South Asia 2013
Leadership:
• Mobile Professional of the Year – Mobbys
• #22 on Business Insider’s Most Important
People in Mobile Advertising
• #22 on India’s First Digital Power 100 –
Impact
• WAT Award – Mobile Entrepreneur of the Year
Company:
• Media Company of the Year - MMA Smarties
• Red Herring Top 100 - Asia
• Fastrack Top 20 Startup – Techcircle
• Fastest Growing Company in the Portfolio –
IDG Ventures

4. Research & Insights
BRIC SE ASIA LATAM
EUROPE MID EAST AFRICA
• Brazil
• China
• India
• Russia
• Indonesia
• Malaysia
• Singapore
• Thailand
• Vietnam
• Argentina
• Chile
• Columbia
• Mexico
• Venezuela
• France
• Germany
• Italy
• Spain
• UK
• Egypt
• Jordan
• Saudi Arabia
• Turkey
• UAE
• Ghana
• Kenya
• Nigeria
• South Africa
• Uganda

5. 280+
MILLION
*Q4, 2013

6. 31 Billion Ad Requests Per Month
*Q4, 2013
LATAM AFRICA
MID EAST
INDIA
SE ASIA

7. HOW DEVELOPERS MAKE MONEY
1 Charge users
Paid download / In-App Purchase
• Pros
– Immediate and more predictable revenue
– Leverage new content for Monetisation & keeping
users active
• Cons
– Reduces reach
– Need a trial mechanism
– Piracy
– Income not guaranteed with IAPs, ~2-10% users pay
– Can’t monetize emerging markets

8. HOW DEVELOPERS MAKE MONEY
2 Deals with Handset manufacturers
• Pros
– Increases Distribution
– Prominent position
– High chance of downloads with merchandising &
marketing
• Cons
– It’s a niche space
– Harder to do deals with large OEM
– Long process to obtain approval

9. HOW DEVELOPERS MAKE MONEY
3 Sell via Content Providers.
Revenue share based deal to sell via Telco billing (prepaid balance / postpaid bill)
• Pros
– Leverage Operator billing to reduce billing friction
• Cons
– May need an additional build
– Need to build a relationship with Content Providers

10. HOW DEVELOPERS MAKE MONEY
4 Ad based monetization
App for FREE to user + show Ads to users and earn lots of money
• Pros
– Maximum Reach
– Open Ecosystem: Select best Network
– It’s a gift that keeps giving
• Cons
– Needs critical mass
– May annoy users if used intrusively

11. Where Are Your Users?
Gross National Income Map

12. Understand your Target User
Emerging Markets
• Can’t/won’t pay
• Prefer function over form
• First time Internet users
Developed Markets
• Shell out cash more easily
• Form over function

13. Paid App Users <3 Free
Free Apps
Paid Apps
App store Distribution

14. 4 Secrets of App Monetization

15. Hybrid Model
Single app with both In-App Ads and In-App payments1
PAID:
In-App
Payment
FREE:
Ads based
revenue
Combine
Free and Paid Models

16. Rich Ad Formats + Placement
Billboard ads on launch and exit, just like a magazine2
COVER PAGE BACK PAGEMAGAZINE

17. Rich Ad Formats + Placement
Billboard ads on launch and exit, just like a magazine2
ANY
APP
LAUNCH AD EXIT AD

18. World’s Simplest
App Monetization!
1 2 3
AppWrapped!Developer’s App AppWrapperTM
YOUR
APP
Works with
existing app file
Enables Ads
in 1 Click!

Creates NEW inventory
for additional revenue
(in less then1 minute!)
Innovative AppWrapper™ Technology

19. Super Innovative. Super Simple. Super Powerful.
NEW Premium
Placement
Ad Inventory
ANY
APP
EXIT AD:
Featured on
exiting the App
LAUNCH AD:
Featured before
APP starts
19

20. Result : Powerful Ad Monetization!
~$3 to $5 eCPM
~8% to 10% CTR

21. HIGH FILL
BUT
LOW eCPM
REGULAR MEDIATION TAKES AWAY MONEY
60% share 60% share
$100
$60 $36
Hybrid Mediation
Increase eCPM, fill rates and manage networks server side3

22. Hybrid Mediation
Increase eCPM, fill rates and manage networks server side3
OWN AD SALES
Direct Ad Sales Team
1
CHOOSE NETWORKS
Setup & get paid directly by Ad
Networks of your choice
2
REST OF NETWORKS
Aggregation of long tail Ad Networks
3
HOUSE ADS
Leverage your user base to promote
your new apps
4
eCPMHIGH FILL
+
HIGH eCPM

23. Distribution, Distribution, Distribution
Partner with AppStores, OEMs , Paid distribution.4
OTHER APP
STORES
OEM Paid
Distribution
Cost per
Click
Cost per
Download

24. Summary
CREATE “HYBRID” MODELS
USE POWERFUL AD FORMATS
1
2
3
4
AD MEDIATION : CHOICE + CONTROL
MAXIMIZE DISTRIBUTION

25. OS AppWrapper™ SDK API
J2ME   
Android   
WP 8   
Blackberry  
iOS  
Symbian  
QT/QML  
Widest Cross-Platform Support

26. PREMIUM APP DEVELOPER PARTNERS
26

27. MONETIZATION - OUR ADVERTISERS (Global & Local)
27

28. Get in
Touch!
laith@vserv.mobi
INDIA USA UK
SINGAPORE SOUTH AFRICA DUBAI
INDONESIA MALAYSIA THAILAND
VIETNAM PHILIPPINES