The mobile App Store Economy

CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

Mobile App StoresEconomySociality Rocks!Kiev - September 27 2012

Thursday, September 27, 12

Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

Agenda

1. About App Annie

2. Just how Big is iOS Market?

3. Seasonal Trends on iOS

4. iOS versus Google Play: Who is winning in US, Europe, and Japan?


Our Vision: Evolving Media LandscapesAs Content Distribution Changes, So Does Market Data

1950S 2000S 2010S

BroadcastMarket data for TV

ratings etc.

Open WebMarket data for

websites, visits, visitors etc.

App MarketplacesMarket data for the leading app stores

Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

As media landscapes evolve, so should Market Data



App Annie: Worldwide Presence and Int’l Team

4 officesBeijing (main office), Hong Kong San Francisco, Paris (Tokyo coming soon)

40 (Q3) 70 (Q4) employeesTeam is growing fast thanks to the trust of our global users, customers and investors

USD 7M investment

Beijing Hong Kong San Francisco Paris

China US US Japan



#1 App Store Analytics and Market Intelligence!125,000+ apps, 14,000+ publishers

Apps & Game Publishers

VCs, Media Agencies

OEMs, Carriers, Platforms

80% of the Top 100 iOS Publishers use App Annie80% of the Top 100 iOS Publishers use App Annie

* Based on Top 100 highest grossing iOS publishers globally as of May 2012

80% of the top 100 iOS Publishers use App Annie


CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

App Annie Products on iOS and Google Play

Tracks app performance: sales, downloads, reviewsUsed by more than 125,000+ apps and 14,000+ publishers

Analyze global app stores rankingsTracks rankings of 850,000+ apps

Advanced market intelligence dataThe most accurate market esOmates for app stores

No SDK

A unique suite of freemium services for the app industryThursday, September 27, 12


App Annie IntelligenceThe most accurate estimates available for app stores

!CompeGtor Strategy Follow compeOtors and calculate market share

InternaGonal Strategy Plan internaOonal expansion based on ROI, growth trends

Product PorIolio Strategy Understand what kinds of IP are commercially successful

MoneGzaGon Strategy Know what moneOzaOon strategies actually work

Ad Buying Strategy How many downloads to get into Top 25?

Subscribed by 7 of the Top 10 iOS publishers worldwide!Thursday, September 27, 12


Agenda

1. About App Annie






Based on App Annie Intelligence worldwide data, Overall Category, July 2012

1. United States

2. China

3. United Kingdom

4. Japan

5. France

6. Germany

7. Canada

8. Australia

9. Italy

10. Russia

11. Mexico

12. Saudi Arabia

13. South Korea

14. Thailand

15. Brazil

16. Netherlands

17. Taiwan

18. Spain

19. Turkey

20. Sweden

Top Countries WW for iOS Market

1. United States

2. Japan

3. United Kingdom

4. Australia

5. Canada

6. Germany

7. France

8. China

9. Russia

10. Italy

11. Switzerland

12. Netherlands

13. South Korea

14. Brazil

15. Sweden

16. Spain

17. Norway

18. Mexico

19. Taiwan

20. Denmark

DOWNLOADS7 of Top 20 are European

Downloads Revenues

REVENUES10 of Top 20 are European



APAC vs Europe vs US on iOS Market

Based on App Annie Intelligence worldwide data, All Categories, July 2012Countries Included: Top 14 APAC countries, Top 9 European countries and US

Revenues

APAC35%

Europe18%

APAC44%

Europe22%

Downloads

Europe dwarfed by US and APAC

US47%

US34%APAC$

43%$

Europe$21%$

US$36%$

APAC$32%$

Europe$24%$

US$44%$



Revenue per Download for iOS Market

Based on App Annie Intelligence worldwide data, All Categories, July 2012

Europe moneGzes generously but behind Japan and US

$0.59&

$1.82&

$0.83&

$0.61& $0.61& $0.58& $0.55&$0.43& $0.38& $0.35&

$0.10&

$0.00$$0.20$$0.40$$0.60$$0.80$$1.00$$1.20$$1.40$$1.60$$1.80$$2.00$

WW&

Japan&

Australia&

United&Kingdom&

United&States&

Germany&

France&

South&Korea&

Spain&

Italy&

China&



Revenue of #1 Top Grossing App across Countries

The top app in the US makes most moneyJapan not far behind due to very high ARPU

Based on App Annie Intelligence worldwide iOS data, Overall Category, July 2012

＊

Index

* Set iOS US Revenue as Index=100

0"

20"

40"

60"

80"

100"

120"

United'States'

Japan' United'Kingdom'

France' Australia'Germany' Canada' China' South'Korea'

Russia'



(in Alphabetical order)• KAMAGAMES (RU) • Mojang (SE)• PlayOka (IL)• Rovio (FI)• SQUARE ENIX (JP)

• CAPCOM (JP)• Game Insight (RU)• Gameloc (FR)• GREE (JP)• GungHo (JP)

Percentage of revenue in US:• Range = 0% to 61%• Average = 25%

Based on App Annie Intelligence Worldwide EsFmated Revenues, Game Category Q2 2012

Top global game publishers are making very licle money in US

Top 10 Non-US Game publishers by Revenues on iOS



Top 10 US Game publishers by Revenues on iOS

• Pocket Gems• Storm8• TinyCo• Z2Live• Zynga

• Backflip Studios• Disney• Electronic Arts• Glu Games• Kabam

Percentage of revenue outside of US:• Range = 36% to 83%• Average = 54%

(in AlphabeOcal order)

The top US publishers make more than half their revenues outside of US

Based on App Annie Intelligence Worldwide EsFmated Revenues, Game Category Q2 2012



iOS Games: Key Trends

APAC is challenging the US and 2x Europe in downloads and revenues

Many of the top game publishers are making most of their revenue outside the US

Japan’s “revenue per download” is more than 3x of W. Europe

Tectonic Shifts in the App Store Globe



Agenda

1. About App Annie






0"

50"

100"

150"

200"

250"

300"

Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

US:$iPhone$Download$and$Revenue$Trend$ Download" Revenue"

Device, carrier launches and seasons have significant effect

* Set July-‐2010 Rev and Download Data as index=100

Based on App Annie Intelligence United States EsFmated Revenues, 2010 July-‐2012 July

X’masiPhone 4Launch Verizon

ReleaseiPhone 4S

VerizonReleaseiPhone 4

＊

X’mas

SprintRelease

iPhone 4S &iPhone 4 CDMA

iPhone 4SLaunchiOS 5

Release

iPhone revenues grew 2.5x in 2 years

Revenues outgrowing downloads

+147%



0"

100"

200"

300"

400"

500"

600"

700"

Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

US:$iPad$Download$and$Revenue$Trend$ Download" Revenue"

Based on App Annie Intelligence United States EsFmated Revenues, 2010 July-‐2012 July

iPad 2 Launch

Verizon Released

* Set July-‐2010 Rev and Download Data as index=100

New iPad Launch

X’mas

＊

X’mas

Device, carrier launches and seasons have significant effect

iPad revenues grew 4x in 2 years

Downloads outgrowing revenues

+335%



Seasonality in US: Key Trends

Long-term seasonal trends are key to a game publisher’s distribution strategy

Device and carrier launches can drive up to a 50% increase in app store downloads and revenues

Christmas periods exhibit up to a 50% month-on-month increase in revenues

iPad’s revenue growth has been twice the rate of iPhone’s(over last 2 years)



Agenda

1. About App Annie






34%

Download

41%

13%23%

iOS versus Google Play

Based on App Annie Intelligence -‐ Japan, Europe and US data, All Categories July 2012

Revenue

Google Play shares almost same proporGon in US and EuropeiOS is parGcularly strong in Japan.

Europe5%#

70%#

25%#14%$

51%$

35%$13%$

56%$

31%$

8%#

63%#

29%#25%$

44%$

31%$ 26%$

43%$

31%$

iPad% iPhone% Google%Play%



Based on App Annie Intelligence APAC, Europe and US data, All CategoriesJan 2012 -‐ Jul 2012

Fastest Revenue Growth Countries

Asian countries grow fastest, followed by European countries

136%%

138%%

138%%

150%%

154%%

0%% 50%% 100%% 150%% 200%%

Belgium%

Netherlands%

Sweden%

Thailand%

Japan%

139%%

141%%

145%%

170%%

179%%

0%% 40%% 80%% 120%% 160%% 200%%

Belgium%

Netherlands%

Sweden%

Japan%

Thailand%



Fastest Download Growth Countries

Based on App Annie Intelligence APAC, Europe and US data, All CategoriesJan 2012 -‐ Jul 2012 Asian countries growing the fastest

109%%

124%%

135%%

135%%

139%%

0%% 40%% 80%% 120%% 160%% 200%%

Belgium%

Philippines%

Thailand%

Vietnam%

Indonesia%

96%$

115%$

121%$

131%$

146%$

0%$ 40%$ 80%$ 120%$ 160%$

China$

Philippines$

Vietnam$

Thailand$

Indonesia$



Top Categories by Revenue for Games

Based on App Annie Intelligence -‐ Japan, UK, US data, Games Category July 2012

1 Simulation Arcade

2 Role Playing Casual

3 Adventure Cards

4 Strategy Brain

5 Action Sports

1 Simulation Arcade

2 Adventure Casual

3 Action Cards

4 Arcade Brain

5 Strategy Sports

1 Role Playing Casual

2 Adventure Arcade

3 Card Cards

4 Puzzle Sports

5 Simulation Brain

Card and Brain games high on the revenue charts for Google PlayiOS dominated by more sophisGcated gaming IP



Top Categories by Download for Games

Based on App Annie Intelligence -‐ Japan, Europe, US data, Games Category July 2012

1 Action Arcade

2 Arcade Brain

3 Puzzle Casual

4 Adventure Cards

5 Family Racing

1 Action Arcade

2 Arcade Brain

3 Puzzle Casual

4 Simulation Sports

5 Family Racing

1 Action Casual

2 Arcade Arcade

3 Puzzle Brain

4 Kids Cards

5 Adventure Sports

Similar category trends across countries and plaIorms



iOS vs Google Play: Key Trends

Google Play sOll generaOng 1/3 revenues compared to iOS

iOS parOcularly strong in moneOzaOon and growth for Asia

iOS moneOzing through more sophisGcated Otles


CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

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The mobile App Store Economy

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