Priori Data presented at the Connected Driver Conference in Brussels on 29 January, 2014. We discussed the mobile apps for the automotive and the difficulties of sizing the market. We also shared our insights into the global market trends for iOS and compared consumer trends in Germany, Japan and the U.S.

1. PRIORI DATA
TRENDS IN THE
AUTOMOTIVE APPS
MARKET
ConnecteDriver, Brussels, Jan 29, 2014
WWW.PRIORIDATA.COM

2. AGENDA
ABOUT PRIORI



Introduction
Our vision & mission statement
Our database
MOBILE APPS FOR THE AUTOMOTIVE INDUSTRY: OVERVIEW




Mobile apps in automotive
Mobile apps – disrupting traditional automotive
Recent industry developments
Main challenges: technology, quality and safety risks, market complexity
MOBILE APPS FOR THE AUTOMOTIVE INDUSTRY: MARKET INSIGHTS


Apps market for automotive : global supply and demand;
Apps for automotive in Germany, Japan and the U.S.
2

3. ABOUT PRIORI

4. PRIORI DATA – INTRODUCTION
 Priori Data is a Berlin-based mobile app store data provider.
 We manage one of the largest independent databases of mobile app
information.
 We use unique technologies for sourcing, indexing, and processing
publicly available app stores records for more than 2 million apps
and 250 thousand app publishers.
 We use AppArchitecture – Priori Data’s proprietary app taxonomy –
for a more refined definition of the relevant mobile app market.

5. OUR VISION & MISSION STATEMENT
 Our vision is to become the data backbone of the mobile app
industry.
 We bring transparency into the rapidly expanding and poorly
understood market for mobile apps.
 We use our data to help leading stakeholders spot
opportunities, benchmark vs. the competition, and make sound
decisions.
5

6. OUR DATABASE
2,000,000+ apps
every app, every price change, every
version
30 countries
local content, local monetization, local
leaders
METHODOLOGY
Collect publicly available information
from app stores
Source, index and sort app data
Convert numbers into useful
information and insights
250,000+ publishers
from hobby developers to public
companies
3 platforms
Google Play (Android), App Store
(iOS), Windows Phone
PRODUCTS
Custom Data Service
Premium Global Market Insights
Report
Priori Consumer Trends Tool (Beta)
6

7. MOBILE APPS FOR THE
AUTOMOTIVE INDUSTRY:
OVERVIEW

8. MOBILE APPS IN AUTOMOTIVE
• auto manufacturers use apps to:
– offer a wider range of technical, navigation and infotainment
solutions; and
– exploit new revenue streams and create revenue sharing
opportunities; Apps have become the most powerful platform ever
for conducting commerce and managing customer relationships.
• drivers use apps to:
– better control their vehicles;
– enhance experience while driving; and
– stay connected to the world and informed about external world.
• car dealers use apps to:
– move customer service to the palm of clients’ hands;
– drive traffic to showrooms; and
– manage customer relationships.
8

9. EXAMPLES OF MOBILE APPS IN AUTOMOTIVE
Vehicle performance and
drivers support:
Infotainment and driving
experience:
- searchable driver manuals;
- car diagnostics and problem
notification;
- real-time vehicle technical
status: fuel and oil
reserves, tire pressure, battery
capacity;
- engine tuning;
- pollution indicator;
- service reminders;
- navigation;
- parking assistance; and
- driving safety.
- enhance experience in the car:
- roadside services;
- weather, road and traffic
conditions; and
- in-car entertainment.
Roadside assistance and
insurance:
- accident detection and
reporting;
- roadside repair availability; and
- evidence collection for
insurance and legal claims.
9

10. MOBILE APPS – DISRUPTING TRADITIONAL
AUTOMOTIVE
DriveNow and Uber reWaze and Google Maps
define vehicle ownership: crowd-source navigation
and outsmart traffic:

11. MOBILE APPS – DISRUPTING TRADITIONAL
AUTOMOTIVE
AccuFuel and RepairPal find iWrecked and Witness Driving
best prices for fuel and tech streamline accident reporting
assistance:
and evidence collection for
insurance claims

12. RECENT INDUSTRY HIGHLIGHTS
“Ford Announces Automotive App Developer Conference.”
“Ford introduces nine new apps for the car at CES 2013.”
“2015 Hyundai Genesis gets Verizon Wireless on top of Google Glass in new deal.”
“Google unveiled a partnership with General Motors, Audi, Honda and Hyundai in a
new partnership to bring the Android mobile system to vehicles in a new Open
Automotive Alliance.”
12

13. MAIN CHALLENGES: TECHNOLOGY
Embedded model: apps are downloaded into the vehicle and run by
the cars’ own system (GM);
External model: apps live in a smartphone or tablet, which can
connect to the car's system. It tethers a device into a car via Bluetooth
or a USB port.
Hybrid model: apps are accessed through a built-in technology, but
are subscribed for through a personal SIM
13

14. MAIN CHALLENGES: QUALITY, SAFETY, AND
PRIVACY RISKS
Auto manufacturers are concerned with:
-
safety and reliability of mobile app solutions;
security of the open app eco system; and
app data privacy
14

15. MAIN CHALLENGES: MARKET COMPLEXITY
• App market for automotive is complex: there's no clear dominant
app ecosystem in automotive, nor is there an established
market definition
• Mobile apps for cars and driving are scattered across at least the
following app store categories:
–
–
–
–
–
–
–
Navigation;
Travel;
Lifestyle;
Utilities;
Entertainment;
Newsstand; and
Weather
15

16. MOBILE APPS FOR THE
AUTOMOTIVE INDUSTRY: MARKET
INSIGHTS, December 2013
iOS

17. APPS FOR AUTOMOTIVE – SIZING THE MARKET
App Name
Native App Store Category
greenMeter
Lifestyle
Car Minder Plus - Car Maintenance
Productivity
and Gas Log (MPG)
iWrecked - Auto Accident Assistant Lifestyle
Speedometer
Navigation
ParkatmyHouse parking for drivers Navigation
Waze Social GPS, Maps & Traffic
Navigation
RepairPal: Auto Repair Expert
Utilities
By the logic of the
AppStore, automotive
apps appear in (at least)
7 different categories
Total # of apps in these
categories? 346,630
INRIX Traffic Maps, Routes & Alerts Navigation
gMeter
Sports
TomTom U.S. & Canada
Navigation
ROXIMITY
Lifestyle
Aha Radio
Music
CARWINGS
Lifestyle
XLR8
Entertainment
Take Me To My Car
Navigation
Data: global, iOS, December 2013
17

18. APPS FOR AUTOMOTIVE – SIZING THE MARKET
App Name
Native App Store Category
Priori Sub-Category
greenMeter
Lifestyle
Speed Meters
Car Minder Plus - Car Maintenance
Productivity
and Gas Log (MPG)
Car Refueling
iWrecked - Auto Accident Assistant Lifestyle
Accident Advisors
Speedometer
Speed Meters
Navigation
ParkatmyHouse parking for drivers Navigation
Car Parking
Waze Social GPS, Maps & Traffic
Navigation
Driving Assistance
RepairPal: Auto Repair Expert
Utilities
Cars and Automotive
INRIX Traffic Maps, Routes & Alerts Navigation
Driving Assistance
gMeter
Sports
Speed Meters
TomTom U.S. & Canada
Navigation
Maps and Directions
ROXIMITY
Lifestyle
Daily and Local Deals
Aha Radio
Music
Internet Radio
CARWINGS
Lifestyle
Car Themed
XLR8
Entertainment
Car Trivia
Take Me To My Car
Data: global, iOS, December 2013
Navigation
Car Parking
18

19. APPS FOR AUTOMOTIVE – GLOBAL SUPPLY
(NUMBER OF APPS), DECEMBER 2013
Total number of apps: 30,162
Data: global, iOS, December 2013
19

20. APPS FOR AUTOMOTIVE – GLOBAL DEMAND
(NUMBER OF DOWNLOADS), DECEMBER 2013
~18.5 million global app
downloads in December
Data: global, iOS, December 2013
20

21. APPS FOR AUTOMOTIVE – AVERAGE
DOWNLOADS PER APP, DECEMBER 2013
Data: global, iOS, December 2013
21

22. APPS FOR AUTOMOTIVE – BUSINESS MODEL
COMPARISON, DECEMBER 2013
Data: global, iOS, December 2013
22

23. APPS FOR AUTOMOTIVE: MONTHLY ACTIVE
USERS, DECEMBER 2013
~156 million Monthly
Active Users in December
Data: global, iOS, December 2013
23

24. APPS FOR AUTOMOTIVE – ACTIVE MONTHLY
USERS IN THE U.S., GERMANY AND JAPAN,
DECEMBER 2013
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US
Taxi Finding Mass
Accident Cars and
Car
and
Transit
Advisors Automotive Refuelling
Booking Routes and
Schedules
Car
Car Parking
Themed
Speed
Meters
Driving Maps and Car Trivia
Assistance Directions
City and
Local Info
Data: country-level, iOS, December 2013
24

25. APPS FOR AUTOMOTIVE – ACTIVE MONTHLY
USERS IN THE U.S., GERMANY AND
JAPAN, DECEMBER 2013
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US
Taxi Finding Mass
Accident Cars and
Car
Car Themed Car Parking
and
Transit
Advisors Automotive Refuelling
Booking Routes and
Schedules
Speed
Meters
Driving
Maps and Car Trivia
Assistance Directions
City and
Local Info
Data: country-level, iOS, December 2013
25

26. APPS FOR AUTOMOTIVE – ACTIVE MONTHLY
USERS IN THE U.S., GERMANY AND
JAPAN, DECEMBER 2013
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US DE JP US
Taxi Finding Mass
Accident Cars and
Car
and
Transit
Advisors Automotive Refuelling
Booking Routes and
Schedules
Car
Car Parking
Themed
Speed
Meters
Driving Maps and Car Trivia
Assistance Directions
City and
Local Info
Data: country-level, iOS, December 2013
26

27. APPS FOR AUTOMOTIVE – AVERAGE PER DEVICE
IN THE U.S., GERMANY AND JAPAN, DECEMBER
2013
Monthly Active Users (in millions)
Average per iOS Device
0.45
2.01
0.22
Data: country-level, iOS, December 2013
27

28. HOW BIG IS DISRUPTIVE?
App Title
All-Time
Monthly
Downloads Active Users
Waze Social
GPS, Maps & 28,671,847
Traffic
8,472,500
Uber
870,547
390,624
DriveNow
Carsharing
56,918
21,107
In the News
“Google Bought Waze For $1.1B,
Giving A Social Data Boost To Its
Mapping Business” -Techcrunch
“Leaked Uber Numbers, Which
We've Confirmed, Point To Over
$1B Gross Bookings, $213M
Revenue” – Techcrunch
“BMW DriveNow ready to expand
to US cities with more freedom
than San Francisco” –
autobloggreen
Data: global, iOS, December 2013
28

29. PATRICK KANE
PATRICK@PRIORIDATA.COM
@pdkane
CONTACT INFORMATION
PRIORI DATA GMBH
Markgrafenstrasse 36
10117 Berlin, Germany
PHONE: +1-650-614-1681
EMAIL: INFO@PRIORIDATA.COM
WWW.PRIORIDATA.COM