www.flurry.com

November 26, 2013

Do you know where your audience is?

Richard Firminger, GM EMEA

Flurry is a leading mobile advertising and analytics provider

Publ

isher

Adve

rtise

r

Audience

AppCircleApplications: 10,000+Devices/month: 300M

Conversions/month: 120M

AppSpotApplications: 2,500+

Devices/month: 250MImpressions/month: 7.5B

Analytics Applications: 400,000Devices/month: 1.2B

Data points/month: 1.9T

Mobile adoption

www.flurry.com 3Source: Flurry Analytics, January 2009 – January 2013

May-08

Jul-08

Sep-08

Nov-08

Jan-09

Mar-09

May-09

Jul-09

Sep-09

Nov-09

Jan-10

Mar-10

May-10

Jul-10

Sep-10

Nov-10

Jan-11

Mar-11

May-11

Jul-11

Sep-11

Nov-11

Jan-12

Mar-12

May-12

Jul-12

Sep-12

Nov-12

Jan-13

Mar-13

May-13

Jul-13

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

MusicGaming

M&E

SocialNetworking

Logistics &Travel

Retail

Worldwide Analytics Events Tracked by Flurry (Trillions)

Mobile Content Explosion

App starts on the Flurry platform

www.flurry.com 4

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

iTUNES APP STOREGOOGLE PLAY

Competition for Consumers Continues to Increase

~1 million available apps on iOS and Android

Sources: Google, Apple; number in thousands

Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13

2 2080

200250

350

460

600675

800

1000

28

160250

400 425500

600650

700

800

900

It Takes Work to Make it to the Top of the Charts

To achieve an App Store ranking of at least:

Minimum new users required

Average new users required

Maximum new users required

1 190,000 281,000 372,000

5 145,000 170,000 194,000

10 75,000 83,000 90,000

15 59,000 65,000 70,000

25 44,000 48,000 51,000

50 39,000 41,000 43,000

100 25,000 26,000 27,000

Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).

Source: Flurry Analytics.

Average 30-Day Churn Rate for Top apps

Churn for Top Performing Apps is ~50% After 30 Days

100%

40

80

60

20

0

50

10

30

90

70

30

48%

29282726252423222120190 1 18171615141312111098765432

Days Since First Use of App

User

s Re

tain

ed (%

)

24%

After 30 days, ~50% of users are no longer

active

Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks

Loyalty Varies by Application Category

Source: Flurry Analytics, May 2013

Global Adoption? 100% Growth is the Norm

Growth in Active Connected Devices

www.flurry.com 9

<0%0-99%100-199%200-299%300%+

Mobile Development has gone Global

Percentage of Active Apps by Developer Country

www.flurry.com 10

2011 2012 10230

10

20

30

40

50

60

70

80

90

100

OtherUS

55%

45%

64%55%

36%45%

Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated

2013

www.flurry.com

Total Time Spent in Apps by User Country and App Country of Origin

The US Losing its Lead?

11Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013

United States United Kingdom

Brazil China 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

59%

35%25%

16%

5%

7% 64%

33%

44%

56%

18%

13%

8%

8%

OtherBrazilChinaUnited KingdomUnited States

Perc

enta

ge o

f tot

al ti

me

in a

pps

User country

App country of origin

Italy

All Euro

peWorl

dFran

ceSpa

in

German

y

Netherl

ands

United K

ingdo

m

Switzerla

nd

Sweden

0%

20%

40%

60%

80%

100%

120%

140%

2012-2013 Growth

Growth in the European connected device installed base

Source: Flurry Analytics, August 2012 and 2013

www.flurry,.com 12

0.0 0.2 0.4 0.6 0.80

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

Devices per head of population (all ages)

Inst

alle

d ba

se

Netherlands

Size and penetration of European device markets

www.flurry.com 13

Source: Flurry Analytics, August 2013

UK

Italy

France

Germany

SwedenSwitzerland

Spain

www.flurry.com 14

Mobile increasingly means Apps…

Time spent on mobile devices

2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

73%81% 87%

27%19% 13%

Mobile WebApps

App time is all the time…

Average Times Spent on iOS Devices

www.flurry.com 15

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

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & ProductivityLifestyle & Shopping Sports, Health & Fitness Other

….from Perception to Precision

Flurry Personas Use Real App Usage to Qualify Users

1. Identify business travelers based on what apps they use.

2. Qualify only recent, heavy users.

4. Update membership bi-weekly.

EXAMPLE: Business Travelers

• Flight Booking

• Business Management

• Taxi

• Dining Reservations

3. CreateBusiness Traveler Persona.

Men might not be where you think they are

Sports Fans only spend 3% of their

time in sports apps

Business travelers

only spend 2% of their

time in travel apps

Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices

Time spent on mobile devices

Sports Fans Personal Finance Geeks

Business Travelers0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

52% 55%41%

6%7%

13%

19%21%

13%

19% 17%29%

All OtherFinanceSportsTravelNewsstandSocialNetworkingGames

Catalog Shoppers Value Shoppers0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

32% 35%

28% 18%

11%

10%

28%37%

All otherNewsstandSocialNetworkingGames

Shoppers might not be where you think they are

Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices

Time spent on mobile devicesValue

shoppers spend less time social networking

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

34%

48%

71%64%

48% 43%

15%

14%

7%

7%

12%

8%

14%

4%

5%

5%

9%

8%

Other

Health & Fitness

Sports

Utilities

Photo/Video

Entertainment

Music

Social Network-ing

GamesAll

How do different Personas allocate their app time?

www.flurry.com 20

iOS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

44% 41%35%

50% 50% 55%

7% 15%16%

8% 8%6%8%

9%13%

8% 8%10%

7%5% 11%

14% 14% 5%7%

7%10%

9% 9%

4%

Other

Shopping

Health & Fitness

Productivity

Tools

Entertainment

Social

Communication

Games

How do different Personas allocate their app time?

www.flurry,.com 21

Android

To find Mums, target iPads; to find New Mums, target iPhones

Time spent on mobile devices

Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices

New Moms

Moms

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

91%

41%

9%

59%

iPhoneiPad

Options for Paid Mobile Marketing

ENGAGEMENT

Display – Banners & Interstitials

Video

Rich Media

Branded AppPromotion

Brand Integration

INVESTMENT

ENGAGEMENT

Whatever the Unit, Track Performance

$$ Channel 1

Channel 2

Channel 3

??

1. Track User Source

2. Evaluate User Quality

Shared on FB

Made Purchase✔

3. Optimize Acquisition Budget

4. Analyze Long-Term Performance

www.flurry.com

November 2013

Thank you@rfirmingerrichard@flurry.comblog.flurry.com@flurrymobile