World

1
Worlds Largest IndependentMobile Ad
NetworkThe Economics of Building anAdvertising
Supported App BusinessSridhar RanganathanVP
Product Management
2
Mobile App Landscape

• Highly competitive
• iPhone App ecosystem is very lager
• Android is catching up
• Market dynamics change daily and hourly!

3
The Opportunity

• Still huge opportunity for developers (long tail)
• Android eco-system is emerging fast
• Symbian and Blackberry have large installed base
  across the world
• Newer App Stores are emerging too!
• Top apps are worth millions of dollars

Since its release, over 6.5 million copies of the
game Angry Birds have been purchased.
4
Appsare ubiquitous in U.S.

• 63 of US mobile web users now have 3G and is
  growing.

June 2010
Dec 2009
All data from comScore
6/19/2014
4
5
Average 51 Apps Downloaded

• A small segment of users have download 100s of
  apps from iTunes

50 of downloaders

• Product iTunes Apps Tracker
• Data March 2010 - Country US

6/19/2014
5
6
67 Have Paid for Apps

• 13 of all apps downloaded have been paid for.
• The average paid app cost 2.40

• Product iTunes Apps Tracker
• Data March 2010 - Country US

6/19/2014
6
7
Revenue Models Overview

• Four different ways to make money

• Sponsorship
• In App Purchase

• Paid Download
• Advertising

Each model has strengths and weaknesses Dependi
ng on the kind of App, some models are more
appropriate than others
8
Revenue Models Paid Download

• Strength Works best with gaming and utilities
• Weakness Promotion is difficult

9
Revenue Models Advertising

• Strength Can drive more revenue than paid
• Weakness Requires large installed base

10
Revenue Models Sponsorship

• Strength Great for niche apps
• Weakness Not scalable

11
Revenue Models In App Purchase

• Strength Requires loyal repeat usage
• Weakness Difficult to achieve app loyalty

12
Revenue Models A Summary
Strength Weakness
Paid Download Works best with Gaming, Utilities Promotion is difficult
Advertising Can drive more revenue than Paid Requires large installed base
Sponsorship Great for niche apps Not scalable
In App Purchase Requires loyal repeat usage Difficult to achieve app loyalty
13
Recommended Models
Gaming Specialty Community Utility
Paid Download X X
Advertising X X X
Sponsorship X
In App Purchase X X
14
Try Combining Models

• Mix models depending on growth stage
• Experiment
• Take advantage of global markets

15
Android Distribution Channels

• Android Market
• Telco partnership
• Self sold
• Third party sites Handandgo, GetJar

16
Build a Business, not just an App

• Build a portfolio of Apps
• Create synergy between apps
• Use loss leaders to build brand
• Variable pricing
• Develop quality content
• Volume of apps also matters
• Take maximum advantages of social channels
• Exploit global nature of App market

17
Tipsfor Monetizing With Ads

• Test everything
• Use data to improve performance
• Experiment with ad placement
• Experimentwithad formats
• Try multiple ad networks
• Develop directly for ad verticals (cars, travel,
  finance, real estate, etc.)

18
Picking an Ad Network

• Some important questions
• In what regions are you trying to monetize
• What platforms are you developing for
• Type of content games, music, cars
• What level of reporting and analytics does the
  network provide you

19
Think Globally

• eCPMs vary globally but not by a big margin

129
Index by region Sourced from our Nework
125
101
90
70
20
eCPMs Top 20 Countries
Country Index Range Rank
Australia gt 150 1
Malaysia gt 150 2
Ireland gt 150 3
Thailand gt 150 4
South Africa gt 150 5
Russian Federation gt 150 6
New Zealand gt 150 7
United Kingdom gt 150 8
Italy gt 150 9
USA gt 150 10
Country Index Range Rank
UAE 120 to 149 11
Sweden 120 to 149 12
Norway 120 to 149 13
Germany 120 to 149 14
Singapore 120 to 149 15
Saudi Arabia 80 to 120 16
Brazil 80 to 120 17
France 80 to 120 18
Spain 80 to 120 19
Jordan 80 to 120 20
21
The InMobi Ad Network

• Largest independent mobile ad network
• Multi-platform, including
• iOS
• Android
• Blackberry
• Symbian
• Live in 115 countries

22
Our Network

• Can offer ad monetization for developers in
  almost every region, globally.

Europe 1.8 Billion Ad Requests
North America 3.2 Billion Ad Requests
Middle East 0.5 Billion Ad Requests
Asia Pacific 11.5 Billion Ad requests
Africa 2.8 Billion Ad Requests
23
Invictus

• Developer Profile
• InvictusGames is a leading game developer founded
  in 1992.
• Have games on many platforms including PSP,
  iPhone and PC
• Successful with their iPhoneFroggy Jump.
• Froggy Jump has over 3 Million downloads

24
Invictus

• Monetizing Froggy Jump
• Invictus integrated InMobi along with other ad
  networks to monetize Froggy Jump
• InMobi outperformed others on monetization
• eCPMsincreased on average by 40, nearly double
  that of other networks.
• "Set up was easy, and InMobi's online tools for
  publishers are very comprehensive", said Tamas
  Kazak CEO of Invictus.

25
Simpaddico

• Developer Profile
• Founded by Adam Lewis and Alex Miyamura
• Started making apps in February 2009
• First app was a simple Rubiks Cube App
• 100s of apps in Android Market and iTunes store
• Self funded and profitable

26
Simpaddico

• App Portfolio
• 8 Million app downloads
• 10 Million ad requests per month

27
Simpaddico

• App Concept
• Air Horn
• Most popular app
• Simple concept
• Sports/Event tie in
• Not complex to program
• Mobile specific experience
• Free with limited sounds
• Paid with additional sounds

28
InMobi World Developer Fund

• 2 Million World Developer Fund
• Normally ad networks share revenue with
  publishers
• We offer you 100 of revenue earned
• Program lasts until the fund is gone
• Real support for developers

29
Key Messages

• Think globally users can come from anywhere!
• Build an App Portfolio for a sustainable business
• Test and experiment user experience,
  monetization options, pricing options
• Continuously optimize based on data and user
  behaviour/experience feedback
• Have fun!

30
About Us Global Ad Network

• 21.2 Billion impressions
• 7Offices
• Live in 115 countries

• 185 Million Consumers reached
• 150 employees
• 2000 Advertisers

London
San Francisco
Tokyo
Mumbai
Bangalore
Singapore
Johannesburg
31
A Selection of Partners
32
Thank you

• Sridhar Ranganathan
• sridhar_at_inmobi.com
• 91 98808 46087