1. App Stores
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2. There’s
an APP
for that 2

3. Application Growth
Growth of Mobile Applications
Number of Combined Applications; 2008-2011
1,000,000  Over the last 3 years there are a
900,000
combined 1.1M mobile applications
800,000
 Distribution across many app stores
700,000
600,000  414% growth from 2009-2010
500,000
400,000  Projected 95% growth in new
300,000 applications in 2011
200,000
100,000
-
2008 2009 2010 2011
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Source: Distimo, App, Android

4. Application Store Growth
Application Store Marketplace
 Distributed across 54+ application
stores
 Application stores have grown 500%
since 2009
 Application stores across device
manufactures, OS developers,
operators, and independents
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Source: Business Insider; Distimo

5. Application Store User Interaction
Application Distribution
Across Store Front
 Growth of apps stores have created
a long-tail distribution chain
 Leveraging the various stores
350,000 Apple: increases store app space,
Users per App: 3,180
300,000 Downloads per App: 15,902 awareness and engagement
250,000 Downloads per User: 5
Number of Applications
200,000
 Most downloads occur within
GetJar: primary/OS app stores
150,000 Users per App: 702
Downloads per App: 37,188
100,000 Downloads per User: 52
50,000
0 AndAppStore
Blackberry
PocketGear
Handster
Archos
LG
GetJar
Handmark
maxis
Appoke
AppsFire
Android
Appitalism
Dell
Playnow
AppESP
AppBrain
Appolicious
Appboy
Palm
AT&T
Airtel
Samsung
TIM
iPhone
Sprint
Appsaurus
HANDANGO
China Unicom
orange
Chomp
m1
iPad
Motorola
AIRCEL
Chorus
Ovi
Verizon
AppAware
App Central
Smoking Apps
Mobango
Vodaphone 360
Java Store
Amazon Appstore
ESTORE
Windows Phone 7
OpnMarket
App Store HQ
Slide ME
T-Mobile
China Mobile
Windows Mobile
Store Front
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Source:; Distimo Disclaimer: Long tail application numbers are estimates and maybe inaccurate due to the lack of 3 rd party confirmation

6. Application Forecasts
Mobile Application Forecast
Revenues and Number of Applications
 Predicted to generate over
– 76.9 Billion downloads by 2014
– $35 Billion in revenue by 2015
220%
Revenue
606%
Application downloads
0% 100% 200% 300% 400% 500% 600% 700%
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Source: eMarketer

7. So what does this mean?
Crowded Growing Revenue
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8. Planning for App Stores 8

9. App Distribution Planning
User Brand
Owned Media Earned Media Paid Media App Store
- Mobile Site: Device detection, - Social: Fan base - Mobile: Mobile search, mobile - Store Distribution:
SEO integration, CRM for distribution, social display, mobile codes, content, Manufactures, OS,
future, offline integration networking login integration, demo, handset targeting Operators, Independent
- Mobile App: Up-selling, re- branded promotion - Digital: Display media, SEO, - Optimization: Description,
marketing, Paid search Install, ratting, rankings
- Digital: On-site inclusion - Manufacturer: App inclusion
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10. App Distribution Planning
Considerations
 Application needs to be light (heavy apps need a wifi connection to
download, which may detour downloads)
 Create a lite and a full version
– Promote the full version within the lite app
– Multiple apps increase store front visibility
 Plan around the weekend (weekend downloads on average
generated 20% of sales)
 Optimize price to align with market conditions and the user
 Leverage store level optimizations to maximize ranking and store
listings
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Source: #appstudy case study

11. Other Considerations
Type of Store: Store Relevancy
 With advanced/value added services, device and OS app
stores may not be the best distribution method
 Clear understanding of application, costing, and add-on
support is needed to identify the most appropriate app store for
distribution
 New store fronts for books and whitepapers are a growing
vertical for business focused audiences
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12. Vertical App Stores
 Yoomi iPad application  PlayStation Store  Vertical gaming network
 $40 digital board game  Sony announced a new  Wall Street Journal is
 Plastic hollow device sitting program that will bring Sony reporting that AT&T is
up-top the iPad PlayStation games to creating a partnership
Google Android devices  65 million registered users
and 4,500 titles
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13. BookStore Distribution
 Over 100+ new tablets/eReaders being released in 2011
 Most of which have their own app store and eBook format (ePub, AZW,etc)
– http://en.wikipedia.org/wiki/Comparison_of_e-book_formats
Opportunity
 Formatting of eBooks
 Distribution of eBooks
– Know of and register on with the various eBookStore (iTunes, Amazon, HP, Nook, etc)
– Leverage of paid, owned and earned media: dedicated email (PFD of the eBook/whitepaper
attached to the email – can be read via mobile book stores) SEO around the description of
the book
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14. Store Level Optimizations
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15. App Store Planning
Apple App Store
 iPhone App store services Apple iOS devices (iTouch, iPhone, iPad)
 Opened in July 2008 via the iTunes store
 Reach: 1,000,000,000
 Number of Apps: 314,415
 Total Downloads: 5,000,000,000
How to Optimize your listing:
1. Traditional Search (Google, Bing, AOL, etc): Create a mobile 9. Aim to make the “What’s Hot, Staff Favorites and other
optimized page for device detection and corresponding recently update app store list
application delivery 10. Submit the app for full Demo review at
2. Paid Media: Admod, Jumptap, Millennial Media: Focus on the DailyAppShow.com
weekend 11. Reviews upon usage; distribute promo code to allow
3. Free and Paid Downloads with continual and frequent updates others to review on YouTube, Facebook, and Twitter
4. Lite versions of the app are for free trial usage 12. Focus on the top 50 apps and mirror their focus,
5. Offer Free downloads to press keywords
6. Launch partnerships: Have them issue PR on the partnership 13. Integrated Facebook connect; by integrating Facebook
7. Leverage reviews within sites like AppStoreApps, Apple iPhone Connect the app will appear in Facebook related
Apps Blog, AppSafari, 148apps, AppCraver, Iphone Application searches
List, AppShopper, and AppRater 14. Integrate keywords within the naming convention of the
8. Focus on the last 4 days app
9. Leverage deep links to the iStore on paid, owned and earned 15. Mention popular related apps in the body
media copy/description
16. Change price
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16. App Store Planning
Android App Market
 Google mobile store front for Android devices
 Launched in August 2008
 Number of Apps: 135,829
 Downloads: 1,000,000,000
How to Optimize your listing:
1. Focus on installs and usage as opposed to downloads: Strong rationale for paid vs. free apps within the
Android market
2. New application release: New apps climb app charts faster via daily user acquisition
3. Consistency: Apps with consistence growth projections rank higher within the apps stores
4. Length of time on the device: How long the apps is downloaded and installed on the users device
5. Leverage android stat resources (http://www.androidstats.com/) to gauge popularity and rankings on a
timely basis (week, month, 6 months, year, all time)
6. Application needs to be functional and polished: Meaning there are no soft launches
7. Leverage “Just In” feature of the app store: Create a roadmap of feature releases
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17. App Store Planning
GetJar App Market
 Independent Mobile Application Store
 Launched in 2004
 Application across Java ME, Blackberry, Symbian, Windows Phone, Android, Apple
 Number of Apps: 42,699
 Downloads: 1,587,882,516
How to Optimize your listing:
1. Pay-per-performance bidding app distribution
2. Recent integration with Yahoo Search (follow guidelines within the Yahoo Search results and rankings)
3. Facebook partnership in the works (see the apps friends have downloaded)
4. Ranking score is calculated via consumer appeal, download, rankings, and application quality
5. Country and device rankings
6. Get Getjar to recommend the application
7. Need to focus on weekly downloads (Week X+1 needs to have more downloads than week X)
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18. App Store Planning
Appolicious App Market
 Independent Mobile Application Store
 Mirrors iOS application listings (if the app is in Apples store it will be in Appolicious)
 Network partnership includes AppVee, AndroidApp.com
How to Optimize your listing:
1. Mirror iTunes stores ranking optimization
2. Incorporate more information about the app (details, social links, and demo videos)
3. Involvement within discussion boards (use discussion board to distribute app amongst app community)
4. Advertising support via sales@appolicious.com
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19. App Store Planning
Amazon App Store
 Independent Mobile Application Store
 Focus on Android marketplace
 Launched 2011
How to Optimize your listing:
1. Create a product page
2. SEO/Keyword focused
3. Maximize content on the product page - include full details
4. Optimize search suggestions, tags, inclusion in Listmania list
5. Increase the number of links on the page
6. Get app on popular Listmania lists
7. Reviews: Get users to generate reviews and high rankings
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20. Thank you
team iconmobile
teamappstore@iconmobile.com
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