Get jar mma forum singapore preso 2011
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Patrick Mork's GetJar presentation to the MMF in Singapore 2011
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Get jar mma forum singapore preso 2011
- 1. Applications – The New Frontier For Mobile Advertisement Dollars Patrick Mork Chief Marketing Officer GetJar Inc.
- 2. GetJar – who we are Largest free app store (’05) 1.8 billion downloads to date 144,000 apps 190 countries, 2,500 handsets Distribution / AppVertising™ $42M funding: Accel/ Tiger Global Silicon Valley, London, Vilnius
- 3. Distribution / Discovery Remain a Challenge Too ManyApp Stores LimitedDiscovery/Cut-Through Not EnoughData Too ManyMobilePlatforms
- 4. First – understand consumer expectations 79% download apps once / week 36% using apps more then 1 hour / day Top categories Games, SN, Entertainment, IM/SMS, Productivity 54% using apps more then once per day 0nly 19% use more then 8 apps per week GJ AppMeter Survey, March 2011 1,200 users in Asia
- 5. Especially in terms of how this relates to brands 50% have downloaded a branded app in the past 56% would download a good ad with Brand ads in it or something sponsored by a known brand 65% have downloaded apps with Ads in them and of those 52% would do so again 84% stated the quality of a Brands app makes it more trustworthy Yet less then 30% use Branded apps Often or Very Often GJ AppMeter Survey, March 2011 1,200 users in Asia
- 6. 2nd- Understand the platforms It’s not all about iOS vs. Android 100M devices vs. well over 1.8 billion web enabled Consumers don’t always distinguish Web has innate advantages Smart brands already leverage web
- 7. Web allows you to complement engagement with greater reach…
- 8. 3rd – understand the various distribution platforms and use those that scale http://www.wipconnector.com/index.php/appstores 2010 = $2.1 bln in app store revenue Apple alone $1.7 bln 100+ app stores globally Different ways to rank apps Different tools to market apps Reach Payment system Handset detection Ranking / Marketing tools
- 9. 4th – Understand and use the “free” tools to get yourself noticed, downloaded and used Build a great app Go cross platform Integrated marketing Wide distribution Use carriers Have a marketing budget Off deck / on deck Update frequently Product plan Get feedback Get Noticed Get Downloads Get Usage
- 10. Salvation Army: Reach, Inform, educate and galvanize young audience Dynamic RSS feed with content fed in real-time from blog Form to volunteer and participate at the community and international level Video, copy, images and other content Easy to use branded interactive menu Viral functionality encourages sharing content and mobile app among networks Donate options including Call-in, Mail-in, Online and special “Donate $10” now button
- 12. Viral marketing campaign to TSA base via Twitter and Facebook
- 13. CRM / email campaign to TSA consumer base and regional agencies
- 15. 6.2% click through to “Donate $10 Now”
- 18. Define your apps strategy – brand or performance
- 19. Select the platforms that best suit your strategy
- 20. Understand and use a wide variety of distribution strategies
Editor's Notes
- US App usage higher per session then Asia (30%) or EU (22%)Top categories varied with Asians being heavier users of Games then AmericansAmericans also used Sports apps (20%) more heavily then Europeans (12%)Consumers will eventually embrace mobile even more then Web particularly in AsiaConsumers will use apps across devices tablets, phones, cars, TV’s
- 47M iphones sold last year and 55M Android phones vs. over 1 billion Internet enabled nowABI estimates 3.8 billion will be internet enabled by 2015Web is cheaper, provides reach, works across handsets, easier to maintain and easier to distributeFacebook has done over 110M downloads on GetJar of the shortcut to it’s mobile siteNOT SO MUCH ABOUT PLATFORM VS WHAT THE PHONE CAN DO
- 1.8 billion devices currently Mobile Web enabled vs. only 110M Android / iPhones in marketwever, Windows Mobile closing on on BB in terms of developer interest according to Appcelerator survey (32%). Symbian still applicable in non US marketsWeb still provides best reach cross OS, countries, handsets
- Apple still leads market due to seamless CC ability and IABGoogle moving now more decisively with IAB announced a few weeks agoAmazon still unknown but has massive CC base as well for US market more focus on paid apps / retail price settingBB and Ovi will suffer from quality / depth of content offering given stagnancy of platforms - Ovi to move to Windows Mobile - BB moving to Android on Playbook. Possibly phones?TREND IN FREE TO DOWNLOAD / PLAY FOLLOWED BY IAB FOR MONETIZATIONIN APP ADS ALSO CRITICAL TO MONETIZATION BUT WITH AVERAGE CPM’S BEING LOW REMAINS A CHALLENGE WITHOUT RICH MEDIARICH MEDIA MIGHT COMMAND 5-6X REVENUES ON ADS VS. STATIC BANNERSEM COUNTRIES PROVE TO PRE-PAY SO WILL BE MORE AD FOCUSED OR ALSO RETAIL / CARD FOCUSED
- Phase 1 – Premium deck placement key, pre-installs with OEM’s Downloads driven by placement not marketingPhase 2 – Premium deck placement in App stores, still some OEM pre-installs, Incentivized purcahses to App Store using Tapjoy and othersPhase 3- Sponsored placement within app stores, cost per user ad campaigns, social integration in app stores, off / outside app store purchases directly from publishers
- Everyone will go mobile! Don’t miss the boat!Keep in mind though US market still only about 1/3 smartphones – lots of other users out thereStay on top of changing landscape – use NPD, IDC, Comscore and other data sources to see where platforms are headingPlatforms only as strong as their content base keep on top of which platforms have momentum