MaximizeMobileMobile Ad Exchange across Emerging Markets

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

Awards & RecognitionProducts:• 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

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

280+MILLION

*Q4, 2013

31 Billion Ad Requests Per Month

*Q4, 2013

LATAM AFRICA

MID EAST

INDIA

SE ASIA

HOW DEVELOPERS MAKE MONEY

1 Charge usersPaid 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

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

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

HOW DEVELOPERS MAKE MONEY

4 Ad based monetizationApp 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

Where Are Your Users?

Gross National Income Map

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

Paid App Users <3 Free

Free Apps

Paid Apps

App store Distribution

4 Secrets of App Monetization

Hybrid ModelSingle app with both In-App Ads and In-App payments1

PAID:In-App

Payment

FREE:Ads based revenue

Combine Free and Paid Models

Rich Ad Formats + PlacementBillboard ads on launch and exit, just like a magazine 2

COVER PAGE BACK PAGEMAGAZINE

Rich Ad Formats + PlacementBillboard ads on launch and exit, just like a magazine 2

ANYAPP

LAUNCH AD EXIT AD

World’s Simplest App Monetization!

1 2 3AppWrapped!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

Super Innovative. Super Simple. Super Powerful.

NEW Premium Placement

Ad Inventory

ANYAPP

EXIT AD:Featured on

exiting the App

LAUNCH AD:Featured before

APP starts

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Result : Powerful Ad Monetization!

~$3 to $5 eCPM~8% to 10% CTR

HIGH FILLBUT

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

Hybrid Mediation Increase eCPM, fill rates and manage networks server side3

OWN AD SALESDirect Ad Sales Team

1

CHOOSE NETWORKSSetup & get paid directly by Ad

Networks of your choice

2

REST OF NETWORKSAggregation of long tail Ad Networks

3

HOUSE ADSLeverage your user base to promote

your new apps

4

e C P MHIGH FILL+

HIGH eCPM

Distribution, Distribution, DistributionPartner with AppStores, OEMs , Paid distribution.4

OTHER APP STORES

OEM Paid Distribution

Cost per Click

Cost per Download

Summary

CREATE “HYBRID” MODELS

USE POWERFUL AD FORMATS

1

2

3

4

AD MEDIATION : CHOICE + CONTROL

MAXIMIZE DISTRIBUTION

OS AppWrapper™ SDK API

J2ME

Android

WP 8

Blackberry

iOS

Symbian

QT/QML

Widest Cross-Platform Support

PREMIUM APP DEVELOPER PARTNERS

26

MONETIZATION - OUR ADVERTISERS (Global & Local)

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Get in Touch!laith@vserv.mobi

INDIA USA UK

SINGAPORE SOUTH AFRICA DUBAI

INDONESIA MALAYSIA THAILAND

VIETNAM PHILIPPINES