APPS VS. WEB

Who is this guy?

• Chief Marketing Officer at GetJar Inc.• Joined company in 2008 as employee N8 (now 65 people) funded by Accel

Partners and Tiger Global Management ($42M in VC funding to date)• 10 years experience in mobile including:

– Marketing Director at glu mobile (mobile games publisher) for Europe– VP marketing at I-play (mobile games publisher)– Strategy consulting for DiamondCluster

• 5 years experience in CPG with Pepsico in South America

• Fluent Spanish, Portuguese and French• Work experience in 7 countries in North America, South America and Europe

• Education: BS Foreign Service (Georgetown), MBA (Insead – France)• Loves: Snowboarding, Video games, high risk ventures, his family

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What is GetJar?

• As the world’s largest, open app store GetJar’s technology, people and experience allows us to:

Host over 75,000 apps supporting nearly 2,500 different phones across all major mobile platforms

Distribute these apps for more then 300,000 publishers in nearly 200 countries

Acquire users for our clients across multiple inventory sources guaranteeing the lowest cost per download and the highest scale

Track app downloads and usage leveraging in-house data analytics and conversion tracking

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Results: Over 1.6 billion downloads to date for clients

Putting apps into context….

• Over 9 billion downloads last year from zero a few years ago

• Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper)

• Over 500,000 apps between Apple, Android and GetJar

• 34% of US consumers used apps in Dec 2010 (Comscore)

• An estimated 63.2M Americans now use smartphones (Comscore Dec 2010)

• Top smartphone platforms: Rim 31%, Android 29%, Apple 25% (Dec 2010, Comscore)

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What do we know about users…?

• 56% of users are male• Largest age demo is 25-34 year olds

– Followed by 34-44 year olds and 18-24• Most accessed services via apps are:

– Weather 37.8%– Maps 35.7%– Social Networking 30.7%– Search 18.9%– News 18.2%

• 75% believe the apps quality makes the brand more trustworthy

• 87% have downloaded an app with ads in it

• Usage is even during the week but evening sees the heaviest use (60% of users)

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Is my phone a

smartphone?

Blackberry Bold, Curve,

Tour, Storm?

Will it work on

my old old Moto Rzr?

Apps vs. web – does the consumer care?

What version of Android do

I have?

What is Symbian?

Apps – pros and cons

Cons: •Cost of development up to 250k (if custom built)*

• Platform fragmentation

• Time to market

• Distribution / maintenance

• More competition

Pros:

• Always “on”

• Depth of engagement

• Leverage device power / features (touch, accelerometer)

• Viral!

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Mobile web– pros and cons

Cons: • More limited functionality

• Require mobile connection

• Not as sexy

Pros:

• Much wider reach

• Can be marketed more easily

• Cheaper development

• Can be promoted like apps

• Easier to maintain

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Key questions to ask yourself in terms of strategy

• Am I brand building or trying to get the user to “do” something?– Determines app or web strategy

• Do I want a deep experience or something more shallow?– Determines platform strategy

• How broad is my audience?– Determines app or web strategy

• How much resource do I have?– Determines depth of engagement and number of platforms

• How important is monetizing my mobile users?

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There are a number of things you should know…

• Installed base of users / handsets how many?

• Handset vendors who uses them?

• Size of apps catalog? How deep? How good?

• Discovery / distribution how easy is to promote your app / get seen?

• Billing can you sell your app? If so how?

• How fragmented is the platform?

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So we’ve summarized most of it here…

Platform iOS Android Rim Win 7 Symbian Java Palm

WW mkt share (sf)

16% 33% 14% 3% 31% N/A <3%

WW base 73.5M 40M± 80M± 2M 250M+ 2B+ 500k±

Apps 300,000+ 200,000+ 12,000± 8,000+ NA 70,000± 4,000+

Stores 1 7 5 1 100+ 100+ 1

Paid/free Free, CC Free, Checkout

, CB*

Free, CC, PP, CB

Free, CC, Some CB

Free, CB, CC, PP

Free, CB, CC, PP

Free, CC

OEM’s Apple HTC, Samsung, SE, LG,

Sharp, Tosh, ZTE, Moto

Blackberry Samsung, Nokia,

HTC, Dell

Nokia (legacy

SE, Samsung)

Samsung, SE, Nokia, LG,Moto,

Shapr, Tosh, ZTE

Palm, HP

tablets

OS versions

4 6 6 1 3 NA 2

Top mobile brands today are cross platform

App Appl And BB Web Java Symb Win GJ DLs

Facebook X X X X X X X 100M+

Ebuddy X X X X X X X 77M+

Opera X X X X X X X 50M+

MTV X X X 2M+

Google X X X X X X X 18M+

Yahoo! X X X X 20M+

Fandango X X X X 1M+

YouTube X X X X X X 8M+

Case study: Facebook

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How do you get 500m users Of your service to go mobile?

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Facebook’s strategy was to use Web and Apps

Facebook needed global mobile distribution to reach the mass market.

Strategy: 1. Cross platform app development – all platforms2. Low end Java version for feature phones in emerging markets3. Mobile web site for cross platform use4.Distribution across all possible channels – App Stores, Carrier portal, Pre- loaded on handsets, Direct promotion to consumers off Facebook.com

Results: • 200 million users now use Facebook on mobile• 100M have downloaded shortcuts to their mobile site• Over 15M have downloaded the iPhone app• 10-50M downloads on Android

How Facebook converted mobile web traffic into downloads

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Step 1:Consumer visits the

Facebook site and clicks a link to

“Download Facebook here”

Step 2:They are taken to

Facebook’s App download page on the appropriate

store

Step 23:Consumer downloads the most appropriate app for

their handset

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And how they converted web traffic to mobile users

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Fandango’s approach was similar

Web downloads More then 40% of

Dl’s to date

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Yahoo!’s strategy US smartphones + web

Everyone’s got a phone! What should you do?

• Identify precisely your user and what they expect of your mobile service

• Determine brands vs. performance

• Select the platforms that best suit your strategy

• Balance the need richness of features vs. speed and usability

• Always keep in mind the depth vs. breadth argument

• Dive in, collect data, analyze and start over!

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GetJar Networks Inc. 1510 Fashion Island Blvd, Suite

300San Mateo, California

94404 USATel +1 650 288 3225

Patrick MorkChief Marketing Officerpatrick@getjar.comwww.getjar.com

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