get jar mma forum singapore workshop 2011
DESCRIPTION
slides related to the Openwave Workshop on Mobile Advertising and App Stores at the MMF in SingaporeTRANSCRIPT
Mobile Marketing Association
Understanding Apps / App Stores in Asia
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 Association
App usage is becoming universal
• Over 8 billion apps were downloaded in 2010
• The global industry will be worth over $30 billion by 2015*
• 56% of users are male
• Largest age demo is 25-34 year olds– Followed by 34-44 year olds and 18-24
• Over 600,000 apps across the known apps stores
• More then 3,500 apps are being downloaded every second
*Juniper research Q4 2010** GetJar consumer poll of 2,500 consumers in Q1 2011
Mobile Marketing Association
GetJar + Asia = BIG opportunity
# Country
1 India
2 Indonesia
3 Nigeria
4 United States
5 Bangladesh
6 Philippines
7 Egypt
8 United Kingdom
9 Pakistan
10 Saudi Arabia
GetJar top countries by downloads – April 2011
Mobile Marketing Association
How do Asian consumers engage with apps?
79% download
apps once / week36% using
apps more then 1 hour /
day
GJ AppMeter Survey, March 20112,500 users
Top categories Games, SN,
Entertainment, IM/SMS,
Productivity 54% using apps more
then once per day34% claim to
use mobile web more then Web
Mobile Marketing Association
Where are the platform wars going in Asia?
Mobile Marketing Association
Currently Symbian and J2ME still dominate on GetJar with Asian consumers…
*App Meter market research April 2011 platform users on GetJar
Mobile Marketing Association
But Asian purchase intent shows a vastly different possible outcome..
*App Meter market research April 2011 purchase intent by platform on GetJar
Share0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
iOSAndroidBBSymbianJavaWindowsSameDon’t know
Mobile Marketing Association
How are app stores monetizing content?
• 2010 = $2.1 bln in app store revenue
• Apple alone 1.7 bln
• 25% est. games
• 47% of games IAB
• Others significantly behind
0%10%20%30%40%50%60%70%80%90% 82.7%
4.7%7.7% 4.9%
iPhoneAndroidBlackberryNokia Ovi
Percent share of app store revenues 2010: IHS ScreendigestDoes not include revenues from carrier portals
Mobile Marketing Association
Monetization options in Asia: 3 possible models
Mobile Marketing Association
Success stories -Mig33: Leveraging communities
• Mobile & Web community service
• Chat, IM, SMS, Intl calls, Games, Avatars
• 47M+ users (20M in Indonesia)
• Cross platform• Monetizes premium
services• Mig33 credits / merchant
distribution
Mobile Marketing Association
Success Stories -Snaptu: The iPhone of feature phones
• Over 10M users• Allows easy access to app
widgets for feature phones• Monetizes through in app ads• Successfully monetize
Indonesian market with 500k subs
Mobile Marketing Association
App Discovery - Evolution
Carrier Portals & OEM’s
App Stores,
Ads, Incentives
Sponsored placement, Cost per
user, Social, off
portal
2004-present 2007-present 2011-?
Mobile Marketing Association
*****************
Share/Hide/Comment
App Discovery: The new paradigm?
Mobile Marketing Association
Concluding remarks
• Asia is booming but app downloads are not just from smartphones
• Business vary widely – experiment with multiple models
• App stores are fragmented – monetization improving outside Apple App store. Full list:• http://www.wipconnector.com/i
ndex.php/appstores
• Discovery is evolving but marketing is key for awareness
http://www.airtel.in/applications/genericlead/apps/index.jsp
Mobile Marketing Association
Thanks you!
Patrick Mork – [email protected]
+1 650 576 1809http://Blog.getjar.com/developer