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Ⓒ App Annie 2013! CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE CONFIDENTIAL - PROPERTY OF APP ANNIE | DO NOT DISTRIBUTE | © 2013!

Intelligence Overview"

25 January 2013!

CONFIDENTIAL | DO NOT DISTRIBUTE

Macquarie Internet Event!Beijing!December 2, 2013!

Bertrand Schmitt, CEO

China and Global App Trends


1.  App Annie Overview"2.  App Store Trends!3.  Country Trends!4.  Category Trends!5.  Device Trends!6.  China Trends!7.  Top Publishers and Apps

WW!

China and Global App Trends"


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1.  App Annie Overview!2.  App Store Trends"3.  Country Trends!4.  Category Trends!5.  Device Trends!6.  China Trends!7.  Top Publishers and Apps

WW!



Apps revenue and download trends iOS App Store and Google Play"

•  Google Play downloads around 25% higher than iOS App Store downloads!

•  iOS maintained strong monetization lead, generating about 2 times the app revenue of Google Play in Q3 2013!


1.  App Annie Overview!2.  App Store Trends!3.  Country Trends"4.  Category Trends !5.  Device Trends!6.  China Trends!7.  Top Publishers and Apps

WW!



App Store Downloads by Country, October 2013"

•  United States and China drove over 40% of iOS App Store downloads!•  China used Android app stores extensively, but not Google Play!•  In many markets, Google Play exceeded iOS in downloads, which

may set the stage for future Google Play growth!

* Top ten countries by total iOS App Store + Google Play downloads October 2013!


App Store Revenue by Country, October 2013"

•  Japan, US, and Korea drove about 70% of Google Play revenue!•  iOS remained the clear revenue leader in most countries, except

South Korea and Japan!

* Top ten countries by total iOS App Store + Google Play revenue October 2013!


How are the markets trending in the iOS App Store?"

•  Russia was the emerging market in iOS App Store downloads!

•  China (rank #4) moved up the most ranks in iOS revenue rankings!

By Downloads" By Revenue"Rank Oct

2013! Country! Chg vs. Oct 2012! Country! Chg vs. Oct

2012!1! United States! -! United States! -!2! China! -! Japan! -!3! Japan! -! United Kingdom! -!4! United Kingdom! -! China! é3 5! Russia! é4 Australia! ê1!6! France! ê1! Canada! ê1!7! Germany! ê1! Germany! ê1!8! Canada! ê1! France! -!9! Australia! ê1! Russia! -!

10! Thailand! é1 Italy! -!


How are the markets trending in Google Play?"

•  Turkey, Mexico, Brazil, and Thailand were emerging markets for Google Play downloads!

•  Google Play added carrier billing for Hong Kong in June 2013!

•  Paid apps returned to Google Play Taiwan in February 2013!



2012!1! United States! -! Japan! -!2! South Korea! -! South Korea! é1 3! India! -! United States! ê1!4! Brazil! é3 Germany! é1 5! Russia! -! United Kingdom! ê1!6! Germany! -! Taiwan! N/A!7! Mexico! é5 France! -!8! Turkey! é9 Australia! ê2!9! Japan! ê5! Hong Kong! é13

10! Thailand! é3 Canada! ê2!


Country Highlights, iOS and Google Play,October 2013"

What is the recommended country launch strategy today?"•  Japan and US: Launch across both iOS App Store and Google Play!•  China: Launch for iOS, and use local distribution and monetization

channels for Android!•  South Korea: Develop for Google Play, rather than iOS App Store!•  Other countries: iOS App Store monetizes better than Google Play!

Which markets are emerging?"•  China for iOS revenue!•  Russia for its growth in iOS downloads!•  Turkey, Mexico, Brazil, and Thailand for their growth in Google Play

downloads!•  Taiwan and Hong Kong for their growth in Google Play revenue!


1.  App Annie Overview!2.  App Store Trends!3.  Country Trends!4.  Category Trends 5.  Device Trends!6.  China Trends!7.  Top Publishers and Apps

WW!



How are the categories trending in the iOS App Store?"


2013! Country! Chg vs. Oct 2012! Country! Chg vs.

Oct 2012!1! Games! -! Games! -!2! Entertainment! -! Social Networking! é1 3! Photo and Video! -! Music! é4 4! Lifestyle! é1 Education! é1 5! Utilities! ê1! Productivity! ê3!6! Social Networking! -! Entertainment! ê2!7! Music! é1 News! é2 8! Education! ê1! Books! ê2!9! Productivity! -! Sports! é6

10! Reference! é4 Lifestyle! é1

•  Reference moved into the Top 10 in iOS App Store downloads!

•  Music and Sports made big revenue ranking strides!


How are the categories trending in Google Play?"

•  Communication, Music & Audio, and Photography all moved up in download rankings!

•  Sports made significant gains in revenue, and Communication moved up to #2!



2012!1! Games! -! Games! -!2! Communication! é2 Communication! é2 3! Tools! ê1! Social! -!4! Entertainment! ê1! Travel & Local! é3 5! Social! é1 Tools! ê3!6! Music & Audio! é3 Entertainment! é3 7! Personalization! ê2! Sports! é10 8! Photography! é2 Personalization! ê2!9! Productivity! ê2! Productivity! ê4!

10! Media & Video! ê2! Education! é1


Category Highlights iOS App Store and Google Play, October 2013"

Across both iOS and Google Play in October 2013, we saw the following category trends compared to October 2012:!

•  Games was the flagship category of the market across iOS and Google Play, consistently leading in both downloads and revenue!

•  Sports apps made major gains in the revenue rankings on both stores!

•  Music surged in revenue on the iOS App Store, and in downloads on Google Play!

•  Communication made significant strides to become the top non-game category in both downloads and revenue on Google Play!

•  Overall, there was a great deal of movement in the iOS and Google Play revenue rankings!


1.  App Annie Overview!2.  App Store Trends!3.  Country Trends!4.  Category Trends !5.  Device Trends"6.  China Trends!7.  Top Publishers and Apps

WW!



Downloads by iOS Device, October 2013"

•  Almost a quarter of all iOS App Store downloads were for the iPad!•  Japan had minimal iPad usage in comparison to iPhone!


Revenue by iOS Device, October 2013"

•  iPads accounted for over one-third of iOS App Store revenue worldwide!•  US drove about three-tenths of worldwide iPad revenue, the leading

market by far!•  Russia saw about half of its iOS revenue come via iPad!


1.  App Annie Overview!2.  App Store Trends!3.  Country Trends!4.  Category Trends !5.  Device Trends!6.  China Trends"7.  Top Publishers and Apps

WW!



Top Categories in China, October 2013"

iOS Games Downloads"1.  Action!2.  Arcade!3.  Puzzle!4.  Adventure!5.  Role Playing!

iOS Games Revenue"1.  Role Playing!2.  Action!3.  Strategy!4.  Adventure!5.  Simulation!

iOS Apps Downloads"1.  Utilities!2.  Entertainment!3.  Lifestyle!4.  Social Networking!5.  Photo and Video!

iOS Apps Revenue"1.  Social Networking!2.  Education!3.  Entertainment!4.  Productivity!5.  Reference!


Top iOS App Store Publishers by October 2013 Downloads and Revenue in China"

•  AppWill moved into the Top 10 iOS downloads in China for October 2013 primarily due to the strength of its Wallpapers plus for iOS7 app!

By Downloads" By Revenue"Rank!

Oct 2013! Publisher! Headquarters! Publisher! Headquarters!

1! Tencent! China! Tencent! China!2! Baidu! China! LocoJoy! China!3! Meitu! China! Supercell! Finland!4! Alibaba Group! China! OurPalm! China!5! Electronic Arts! United States! Koramgame! China!6! Gameloft! France! Crazyhornets! China!7! AppWill! China! Wanmei! China!8! BabyBus! China! Digital Cloud! China!9! Alipay! China! PinIdea! China!

10! zhou guowei! China! PunchBox! China!


Top Chinese Publishers by Combined iOS and Google Play Overseas Downloads and Revenue, October 2013"

•  IGG tops the overseas revenue chart with strong revenue performances from Castle Clash and Texas HoldEm Poker!

•  Both IGG and Sungy Mobile public-listed recently, and are present on the top charts for both overseas downloads and revenues. Other Public Chinese companies include Kingsoft, Tencent, Baidu, Boyaa!

By Downloads" By Revenue"Rank Oct 2013! Publisher! Publisher!

1! Tiny Piece! IGG!2! Sungy Mobile! Koramgame!3! Doodle Mobile! Tap4Fun!4! Kingsoft Internet Software! Digital Cloud!5! Libii! EFUN!6! Tencent! Silent Ocean!7! PinGuo! Fun Plus Game!8! IGG! Sungy Mobile Limited!9! Baidu! Camel Games!

10! ITREEGAMER! Boyaa!


•  Tencent had four separate apps reach the Top 10 in iOS downloads in China for October 2013!Rank!

Oct 2013! App! Publisher! Category!

1! 天天酷跑 (WeRun)! Tencent! Adventure, Action!2! 节奏大师 (Rhythm Masters) Tencent! Action, Music!3! 表情工厂 (Emoticon Factory) Meitu! Photo & Video!4! 欢乐斗地主 (Fight the Landlord)!Tencent! Casino, Card!5! Wallpapers plus for iOS7! AppWill! Reference!6! Fight Through - Hardest Game

Ever! Zhou Guowei! Arcade, Action!7! Alipay! Alipay! Finance!8! 百度视频 (Baidu Video) Baidu! Entertainment!9! Plants vs. Zombies™ 2! Electronic Arts! Puzzle, Strategy!

10! QQ! Tencent! Social Networking!

Top iOS App Store Apps by October 2013 Downloads in China"


Top iOS App Store Apps by October 2013 Revenue in China"

•  The top Role Playing games were very successful in generating revenue, contributing 6 of the top 10 ranked iOS apps by revenue in China!

Rank!Oct 2013! App! Publisher! Category!

1! I am MT Online! LocoJoy! Action, Role Playing!2! 天天酷跑 (WeRun)! Tencent! Adventure, Action!3! Clash of Clans! Supercell! Action, Strategy!4! 武侠Q传 Koramgame! Role Playing, Strategy!5! 我是⽕火影! Crazyhornets! Role Playing, Arcade!6! 神雕侠侣! Perfect World! Action, Role Playing!7! 大掌門 OurPalm! Strategy, Role Playing!8! 神仙道 PinIdea! Strategy, Role Playing!9! 节奏大师 (Rhythm Masters) Tencent! Action, Music!

10! WeMatch! Tencent! Family, Puzzle!


1.  App Annie Overview!2.  App Store Trends!3.  Country Trends!4.  Category Trends !5.  Device Trends!6.  China Trends!7.  Top Publishers and Apps

WW"A.  Games"B.  Apps



Game Publisher and App Highlights iOS App Store and Google Play October 2013"

Tencent Rises to Become a Mobile Gaming Superpower"•  Tencent demonstrated China’s major mobile game market potential with its side-

scrolling endless runner WeRun hitting #1 on iOS App Store by downloads in October. The success of WeRun capped strong recent momentum for WeChat’s gaming platform.!

"Clash of Clans Finds Cross-Store Success"•  Supercell released its much-anticipated Google Play version of Clash of Clans in

October, which entered the Top 10 grossing games in its first month.!"Candy Crush Saga Rises on Kakao’s Platform"•  King penetrated the South Korean market with its September release of Candy

Crush Saga for Kakao. In October, its success was apparent as both the game and publisher rose in the revenue rankings.!


Top iOS App Store Publishers by October 2013 Game Downloads"

•  Tencent climbed to #2, reflecting strength of its WeChat Game Center & overall China gaming market!

•  Storm8 rose 3 spots to #5, boosted by its seasonal Halloween titles!


Top Google Play Publishers by October 2013 Game Downloads"

•  Glu & Disney entered the Top 10 Google Play rankings, seeing success mirrored from games already popular on iOS!


Top iOS App Store Publishers by October 2013 Game Revenue"

•  LINE rose 2 ranks after releasing LINE Nutlings Tournament & LINE Fly! ANIMAL in October, expanding their gaming platform!


•  EA’s 5-spot boost coincided with a Halloween update to The Simpsons™: Tapped Out & Google Play home page features!

•  King rose to #4 largely thanks to Candy Crush Saga for Kakao !

Top Google Play Publishers by October 2013 Game Revenue"


•  Tencent displayed China’s strong gaming market potential with 2 games reaching the Top 10 iOS rankings & WeRun claiming #1!

•  Simulation games comprised 3 of the iOS Top 10 rankings!

Top iOS App Store Games by October 2013 Downloads"


Top Google Play Games by October 2013 Downloads"

•  At least one Angry Birds game has appeared in Google Play Top 10 download rankings every month in 2013!


•  COLOPL’s The World of Mystic Wiz saw success on Google Play before iOS, intends to grow with release of English & Korean versions!

•  Megapolis jumped 18 spots to #9 following significant content update, with strong growth in Europe!

Top iOS App Store Games by October 2013 Revenue"


Top Google Play Games by October 2013 Revenue"

•  Supercell released much-anticipated Clash of Clans Google Play version!•  King’s Candy Crush Saga saw big gains after releasing on Kakao,

integrating friend requests & emoticon sharing to tap South Korea’s market"


1.  App Annie Overview!2.  App Store Trends!3.  Country Trends!4.  Category Trends !5.  Device Trends!6.  China Trends!7.  Top Publishers and Apps

WW"A.  Games B.  Apps"



App and Publisher Highlights Excluding Games iOS App Store & Google Play October 2013"

WhatsApp Blazes Own Trail With Subscription Business Model •  WhatsApp differs from other top messaging app publishers in that it

monetizes through an annual subscription model, rather than freemium games or stickers.!

•  WhatsApp Messenger joined the top 4 grossing apps on Google Play in October!

iOS Customization Apps Climb The Ranks •  AppWill’s Wallpapers plus for iOS7 takes advantage of new features in

iOS 7 and joined the Top 10 iOS App Store apps by downloads in October.!

•  The popularity of Meitu’s 表情工厂 (Emoticon Factory), which allows users to create customized stickers, helped propel the publisher into the Top 10 for iOS App Store downloads in October."


Top iOS App Store Publishers by October 2013 Downloads Excluding Games"

•  Meitu rose 18 places primarily driven by 表情工厂 (Emoticon Factory), a sticker app that integrates with WeChat !


Top Google Play Publishers by October 2013 Downloads Excluding Games"

•  Kingsoft climbed to #8 following the success of Clean Master and Battery Doctor on Google Play"


Top iOS App Store Publishers by October 2013 Revenue Excluding Games"

•  NHL Interactive joined the Top 10 publishers as the National Hockey League (NHL) began its season in October!


Top Google Play Publishers by October 2013 Revenue Excluding Games"

•  Messenger app publishers took 4 of the top 5 positions, with WhatsApp rising 4 places to #5!


Top iOS App Store Apps by October 2013 Downloads Excluding Games"

•  AppWill’s Wallpapers plus for iOS7 joined the Top 10 in October, utilizing new features introduced in iOS 7!


Top Google Play Apps by October 2013 Downloads Excluding Games"

•  Clean Master earned the #5 ranking with growth in Western countries!


Top iOS App Store Apps by October 2013 Revenue Excluding Games"

•  NHL GameCenter offers fans live radio and video feeds, and entered the Top 10 in October!

!


Top Google Play Apps by October 2013 Revenue Excluding Games"

•  WhatsApp’s loyal user base translated to an increase in revenue and rise to #4!

•  Sygic: GPS Navigation entered the Top 10 thanks to strength in Europe!


Thank You!"

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china and global intelligence app trends overvie · gameloft! france! crazyhornets! china! 7!...

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