State o f App Nat ion: As ia Ed i t ionC h r i s t o p h e r K l o t z b a c h , H e a d o f P r o d u c t M a r k e t i n g , F l u r r y f r o m Ya h o o

J u n 2 3 , 2 0 1 5

Yahoo 2015  Confidential & Proprietary. 2

Average of 7 apps per device

700,000 apps 220,000 developers

1.8 billion devices

Flurry at a glance

We’ve Got Asia Covered

190,244APPS

36,227COMPANIES

610MACTIVE DEVICES

Ma

y-0

8

Jul-

08

Se

pt-

08

No

v-0

8

Jan

-09

Ma

r-0

9

Ma

y-0

9

Jul-

09

Se

pt-

09

No

v-0

9

Jan

-10

Ma

r-1

0

Ma

y-1

0

Jul-

10

Se

pt-

10

No

v-1

0

Jan

-11

Ma

r-1

1

Ma

y-1

1

Jul-

11

Se

pt-

11

No

v-1

1

Jan

-12

Ma

r-1

2

Ma

y-1

2

Jul-

12

Se

pt-

12

No

v-1

2

Jan

-13

Ma

r-1

3

Ma

y-1

3

Jul-

13

Se

pt-

13

No

v-1

3

Jan

-14

Ma

r-1

4

Ma

y-1

4

Jul-

14

Se

pt-

14

No

v-1

4

Jan

-15

Ma

r-1

5

Ma

y-1

5

0

63

125

188

250

TO

TAL

SE

SSIO

NS (

BIL

LIO

NS)

Music GamingM&E

SocialNetworking

Logistics &Travel

Retail

Messaging

TV

Source: Flurry Analytics, All Devices

App Revolution: No Sign of Stopping

Nothing but Growth in Asia

Source: Flurry Analytics; All Devices, Asia

Aug-10

Nov-1

0

Feb-1

1

May

-11

Aug-11

Nov-1

1

Feb-1

2

May

-12

Aug-12

Nov-1

2

Feb-1

3

May

-13

Aug-13

Nov-1

3

Feb-1

4

May

-14

Aug-14

Nov-1

4

Feb-1

5

May

-15

-

15

30

45

60

75

90

TO

TAL

SE

SSIO

NS (

BIL

LIO

NS)

LandlordPoker

LineWeChat

MonsterStrike

MakeupPlus

OmniSwipe

PosterLabs

Flipkart

Time Spent by Category in Asia

Games 25%

Utilities & Productivity 17%

Messaging & Social 13%

Shopping & Lifestyle 19%

Personalization 6%

Music, Media & Entertainment 10%

News & Magazines 2%Health & Fitness 2%

Other 7%

Source: Flurry Analytics; All Devices, Asia, April 2015; % of Users Time Spent in App

Compared to the Rest of World, Asia is a Unique App Market

Source: Flurry Analytics; 200,000 Global Sample and 78,000 Asian Sample, Overindex of Users in Asia Session Distribution compared to RoW by Gender

1.9x

1.2x

1.3x

2.7x

1.4x

Photography

Lifestyle & Shopping

Messaging & Social

MEN WOMEN

Personalization

Games

• Shift from Entertainment to Productivity

• Phablet Adoption

App Growth Factors

Shopping & Lifestyle, News & Reading, Utilities & Productivity Lead Asia’s Growth

Source: Flurry Analytics; All Devices, Asia

Shopping & Lifestyle

News / Read-ing

Utilities & Productivity

Messaging and Social

Music, Media & Enter-tainment

Games0%

50%

100%

150%

200%

250%

300% 287%

134%

89%

42% 40%26%

YoY Asian Session Growth (Trailing 12 Months, 2014-2015)

Average: 77%

5AM 6AM 7AM 8 AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2 AM 3 AM 4AM0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%Asia

Source: Flurry Analytics; 78,000 Sample, % of Daily Asia Shopping Session by Hour from March 2015

2nd PRIME TIME

% O

F D

AIL

Y S

ESSIO

NS

HOUR OF DAY

1st PRIME TIME

Asia Mobile Shopping Peaks at Lunch and Dinner Time

63%Apps

37%Browsers

2013 2014

TIME SPENT IN ONLINE RETAIL DISTRIBUTION

52% 66%

MOBILE DESKTOP

Time Spent in US Online Retail is Shifting to Mobile Apps

Source: comScore, Internet Retailer

Shopping & Lifestyle, News & Reading, Utilities & Productivity Lead Asia’s Growth

Shopping & Lifestyle

News / Read-ing

Utilities & Productivity

Messaging and Social

Music, Media & Enter-tainment

Games0%

50%

100%

150%

200%

250%

300% 287%

134%

89%

42% 40%26%

YoY Asian Session Growth (Trailing 12 Months, 2014-2015)

Average: 77%

Source: Flurry Analytics; All Devices, Asia

United States

China

Singapore

Hong Kong

India

Taiwan

South Korea

0% 20% 40% 60% 80% 100%

28%

43%

39%

30%

39%

31%

49%

22%

9%

19%

20%

14%

20%

17%

23%

29%

17%

18%

5%

22%

13%

17%

16%

15%

15%

32%

18%

13%

10%

4%

10%

17%

10%

9%

7%

Arcade & Action Cards & Casino Brain & Puzzle Casual Sports & Racing

Asia Loves Action Games

Source: Flurry Analytics, All Devices, Asia, May 2015; % Session by Game Category

2008 2009 2010 2011 2012 2013 20140

2

4

6

8

10

12

14

16

NA Box Office iOS Games

TO

TAL

REV

EN

UE (

$B

USD

)

SOURCE: FLURRY ANALYTICS, STATISTA, ASYMCO

The Mobile App Gaming Economy: Bigger Than Hollywood

Source: Flurry Analytics, Statista, Asymco

Phablet Adoption

-50%

0%

50%

100%

150%

200%

SMALLPHONES

MEDIUMPHONES

PHABLETS SMALLTABLETS

FULL-SIZETABLETS

-18% -22%

33%11%

142%

Phablets: Fastest Growing Device Type% Growth in Usage (April 2014-April 2015)

Source: Flurry Analytics, Mapped Devices Only, Jan 2014- Jan 2015

Asia is Leading the Phablet Revolution

Global

Asia

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

3%

7%

60%

45%

31%

42%

3%

3%

4%

2%

Session % by Form Factor

Small phones Medium phones PhabletsSmall tablets Full-size tablets

Source: Flurry Analytics, 78,000 Sample

South Korea is Leading the Way in Phablet Adoption in Asia

South Korea Hong Kong Taiwan United States

India China Singapore0%

20%

40%

60%

80%

100%

2% 5% 7% 9% 6% 7%13%1% 5% 5% 5%

3% 4%7%

63% 44% 35%20%

20% 15%10%

35%45%

53%65% 68% 74% 70%

full-size tablets small tablets phablets medium phones small phones

Medium Phone UsersBENCHMARK

Phablet Lovers

Source: Flurry Analytics, 78,000 Sample, User % by Formfactor in Asia

Phablet Users Engage in Apps 78% More than the Average Smartphone User

Average Smartphone User Phablet User

Sessions per User per month in Asia

+78%

Source: Flurry Analytics; 78,000 Sample

Phablet Users Leading Shift to Productivity% Growth in Category Usage and % Over Index

Utilities & Productivity Personalization Lifestyle & Shopping

21%

10% 7%

24%18% 16%

Other Form Factors Phablets

+ 14%

80%130%

Source: Flurry Analytics, 78,000 Sample

China US E.U. Brazil

13

11

2.3 1 0.9

Mobile

MIL

LIO

NS

App Revolution: Creating Real Jobs2014 Jobs Created

Source: Flurry Analytics, BCG, ILO

TR

ILLI

ION

S (

USD

)

US China Japan Germany Mobile France UK Russia India Australia Taiwan Singapore Hong Kong

16.7

9.1

4.93.7 3.3

2.8 2.72.1 1.877 1.56

0.474 0.298 0.274

MOBIL

E

The Global Economic Impact2014 Mobile Revenues Compared to GDP

Source: Flurry Analytics, BCG

Asia is just getting started…