Mobile Marketing Association

Applications – The New Frontier For Mobile

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Patrick Mork

Chief Marketing Officer

GetJar Inc.

Mobile Marketing Association

GetJar – who we are• Largest free app store (’05)

• 1.8 billion downloads to date

• 144,000 apps

• 190 countries, 2,500 handsets

• Distribution / AppVertising™

• $42M funding: Accel / Tiger Global

• Silicon Valley, London, Vilnius

Mobile Marketing Association3 GetJar Confidential

Distribution / Discovery Remain a Challenge

Too ManyApp Stores

LimitedDiscovery/

Cut-Through

Not EnoughData

Too ManyMobile

Platforms

Mobile Marketing Association

First – understand consumer expectations

79% download

apps once / week36% using

apps more then 1 hour /

day

GJ AppMeter Survey, March 20111,200 users in Asia

Top categories Games, SN,

Entertainment, IM/SMS,

Productivity 54% using apps more

then once per day0nly 19% use

more then 8 apps per

week

Mobile Marketing Association

Especially in terms of how this relates to brands

• 50% have downloaded a branded app in the past

• 56% would download a good ad with Brand ads in it or something sponsored by a known brand

• 65% have downloaded apps with Ads in them and of those 52% would do so again

• 84% stated the quality of a Brands app makes it more trustworthy

• Yet less then 30% use Branded apps Often or Very Often

GJ AppMeter Survey, March 20111,200 users in Asia

Mobile Marketing Association

2nd - Understand the platforms

• It’s not all about iOS vs. Android

• 100M devices vs. well over 1.8 billion web enabled

• Consumers don’t always distinguish

• Web has innate advantages

• Smart brands already leverage web

Mobile Marketing Association

Web allows you to complement engagement with greater reach…

App Appl And BB Web Java Symb Win GJ DLs

Facebook X X X X X X X 110M+

Ebuddy X X X X X X X 80M+

Opera X X X X X X X 50M+

Google X X X X X X X 18M+

Yahoo! X X X X 20M+

YouTube X X X X X X 8M+

Mobile Marketing Association

3rd – understand the various distribution platforms and use those that scale

• 2010 = $2.1 bln in app store revenue

• Apple alone $1.7 bln

• 100+ app stores globally

• Different ways to rank apps

• Different tools to market apps

http://www.wipconnector.com

/index.php/appstores

Reach

Payment system

Handset detection

Ranking / Marketing tools

Mobile Marketing Association

4th – Understand and use the “free” tools to get yourself noticed, downloaded and used

Build a great appGo cross platform

Integrated marketingWide distribution

Use carriers

Have a marketing

budgetOff deck / on deck

Update frequently

Product planGet

feedback

Get Noticed Get Downloads Get Usage

Mobile Marketing Association

Easy to usebranded

interactive menu

Dynamic RSS feed with content fed in real-time from blog

Video, copy, images and other

content

Form to volunteer and participate at the

community and international level

Viral functionality encourages sharing content and mobile

app among networks

Donate options including Call-in,

Mail-in, Online and special “Donate

$10” now button

Salvation Army: Reach, Inform, educate and galvanize young audience

Mobile Marketing Association

Marketing• Aggressive press campaign with mentions in USA Today and

other key publications• Viral marketing campaign to TSA base via Twitter and

Facebook• CRM / email campaign to TSA consumer base and regional

agencies• Premium placement, PR and CRM from App store Partner

GetJar use App it! Direct response link for cross platform distribution

Success Metrics to Date• Over 211,000 downloads to date; 150,000 in first month alone• 6.2% click through to “Donate $10 Now”• 4.1% submissions to volunteer form

TSA: Marketing and results

Mobile Marketing Association

Zynga / GetJar game launches

• Mafia Wars (Web only) and Zynga Poker launches in Dec 2010

• Integrated marketing campaign including:

– Press– CPM mobile campaigns– Online cross promotion– Email blasts– Social media (Twitter / FB)– Feature placement on GetJar

• Results:– Mafia Wars 900,000 dl’s in 6 weeks– Zynga Poker 100,000 (Android

only)

Mobile Marketing Association

Everyone’s got a phone! What should you do?

• Identify precisely your user and what they expect of your mobile service

• Define your apps strategy – brand or performance

• Select the platforms that best suit your strategy

• Understand and use a wide variety of distribution strategies

• Leverage all the “Free” methods to promote your apps but get a real BUDGET!

Mobile Marketing Association

Thanks you!

Patrick Mork – CMOpatrick@getjar.com

+1 650 576 1809Http://blog.getjar.com/developer