aws startup event - amazon appstore for android

Amazon Appstore for Android Business Overview

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Agenda

» Amazon and Mobile

» Why Kindle?

▸ Reach

▸ Monetisation

▸ Simplicity

» HTML5

» Partner Feedback

AMAZON SERVICES CONFIDENTIAL

Amazon and Mobile

Amazon continues to provide new ways for customers to find, discover, and buy digital and physical products using mobile devices.

AMAZON SERVICES CONFIDENTIAL

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Why Kindle?

»Reach

»Monetisation

»Simplicity

AMAZON SERVICES CONFIDENTIAL

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Why Kindle?

»Reach

»Monetisation

»Simplicity

AMAZON SERVICES CONFIDENTIAL

Reach

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AMAZON SERVICES CONFIDENTIAL

» The second most popular tablet in the UK ▸ Sourece: comScore / MobiLens Audience profile, February 2013

Reach

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AMAZON SERVICES CONFIDENTIAL

» Kindle Fire was the most gifted tablet for Christmas 2012 ▸ Source: prweb.com, Dec 2012

Reach

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AMAZON SERVICES CONFIDENTIAL

» Kindle is the number two tablet globally after the iPad ▸ Source: Localytics, January 2013

Apple - iPad

Amazon - Kindle Fire

Samsung - Galaxy

Google - Nexus

Archos - Tablet

Reach

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AMAZON SERVICES CONFIDENTIAL

Appstore promotion

Targeted email

» Numerous promotional channels for great content

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Why Kindle?

»Reach

»Monetisation

»Simplicity

AMAZON SERVICES CONFIDENTIAL

Monetisation

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AMAZON SERVICES CONFIDENTIAL

» All Kindle users have a registered payment card

» 1-Click payment system drives high conversions

» Kindle Fire users convert 386% higher than Google (Flurry, Feb 2012)

Monetisation

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AMAZON SERVICES CONFIDENTIAL

Source: comScore, MobiLens April 2013

15%

32%

25%

12%

6% 5% 5%

<£15k £15k - <£30k £30k - <£45k £45k - <£55k £55k - <£65k £65k - <£75k £75k+

Household Income (Pre-Tax)

Orange columns indicate Kindle Fire owners overindex against the general population

Monetisation: Case Study

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AMAZON SERVICES CONFIDENTIAL

TinyCo

» TinyCo launched Tiny Village in three app stores at the same time

» They found that Amazon ARPU was 80% higher than iTunes

» They also found Kindle ARPU outperformed iPad by 43%

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Why Kindle?

»Reach

»Monetisation

»Simplicity

AMAZON SERVICES CONFIDENTIAL

Simplicity

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AMAZON SERVICES CONFIDENTIAL

» Amazon Appstore runs Android apps

» 75% of Android apps work without any need for customisation

» Simple APIs to publish free-to-user, freemium and premium apps

A/B Testing Service API

GameCircle API

Maps API

Device Messaging API

In-App Purchasing API

Simplicity

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AMAZON SERVICES CONFIDENTIAL

» HTML5 / Web App Store: ▸ Simple submission process: URL, digital assets and description

▸ Support for APIs:

- Subscriptions

- In-game currency (Coins)

- In-App Purchasing

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Why Kindle?

»Partner Feedback

AMAZON SERVICES CONFIDENTIAL

18 AMAZON SERVICES CONFIDENTIAL

» Major titles: iStunt 2, Fragger, Gravity Guy and Plague Inc

» Platforms: iOS, Android, Kindle, Windows Phone and PC

» Live on Kindle since: September 2011

» Success story: “ARPU levels are comparable to iOS”

(Monetisation rate much higher than Android)

19 AMAZON SERVICES CONFIDENTIAL

» Major titles: Hungry Shark 1, 2, 3 & Evolution, Grabatron

» Platforms: iOS, Android & Kindle

» Live on Kindle since: March 2011

» Success story: “Excellent developer tools, APIs, etc. and strong monetisation”

Thank you!

Q & A