Winter Nights sessions Feb 9th 2013 David Maret - Distimo

JUST WHY SHOULD WE LOOK AT ANALYTICS

Premium Freemium

Small Dev Groups Larger Dev Resources

“What’s my conversion rate?”

Conversion happens in the game. Our data analysts

figure it out.”

“How can I get featured?” “Our loyal users spread the

word. We don’t need Apple’s featuring.”

Update? Analyze, Iterate, Analyze

THE APPSTORE OPPORTUNITY

•  Track your competitors’ Downloads and Revenue •  Identify market and store opportunities •  Analyze your market share •  Plan marketing campaigns more effective

INTRODUCING APPIQ All Data used in this presentation is from AppIQ

APPS MARKET GROWTH

Nasdaq growth2 Whole 2012 = 7.76%2

1 Source; Distimo Year report 2012 2 Source; http://money.cnn.com/data/markets/nasdaq/ 3 Google Play store revenues from Aug - Nov

AppStore growth 20121

Google Play 43%3

Apple Appstores 51%

VS.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Apple iPhone Google Play

51%

43%

1 Source; Distimo Year report 2012 2 Source; http://money.cnn.com/data/markets/nasdaq/

Average Daily Revenues Apple App Store in November 2012

Average Daily Revenues Google Play Store in November 2012

APPS MARKET GROWTH

1 Source; Distimo Year report 2012

Average Daily Revenues Apple App Store in November 2012

Average Daily Revenues Google Play Store in November 2012

$ 16.910.556

$ 3.402.544

APPS MARKET GROWTH

How many average daily downloads does the number 1 app generate in the US in Jan ‘13? (most downloads)

APPS MARKET GROWTH

114.500 downloads (over 3.4 mln total in Jan)

How many average daily downloads does the number 1 app generate in the US in Jan ‘13? (most downloads)

APPS MARKET GROWTH

How much total revenue did the top 3 Grossing apps generated in Jan ‘13 for the US?

APPS MARKET GROWTH

$8.337.475 revenue

How much total revenue did the top 3 Grossing apps generated in Jan ‘13 for the US?

APPS MARKET GROWTH

Games By Far The Most Popular Type Of Application Daily Downloads Per Category – November 2012

18,461

4,582 2,914 2,883 2,763 2,508 2,038 1,694 1,575 1,102 1,059 1,023 827 814 778 701 676 659 602 535 273 267 244

18,912

8,900

4,368 4,254 4,115 2,830 2,672 2,423 2,310 1,874 1,834 1,696 1,380 1,264 1,021 993 758 739 716 572 550 547 438 429 319 117

-  30% - 35% of all app downloads are Games.

-  over 60% of revenues comes from Games.

-  Other categories that drive

downloads in both stores are Entertainment, Tools & Utilities, Social and Productivity.

Th

ou

san

ds

Th

ou

san

ds

$ 14 mln +

Revenues to date

$ 3 mln +

$ 12 mln +

MILLION DOLLAR REVENUES

One-Off Revenues (Draw Something)

In-App Revenues (Hay Day & Clash of Clans)

-  One-off revenue apps tend to spike and decline quicker then In-app purchases -  In app revenue apps hold a longer sustainable revenue growth -  Few exceptions to the rule

ONE-OFF VS. IN-APP REVENUES

One-Off Revenues (MineCraft)

Combi Revenues (Draw Something)

ONE-OFF VS. IN-APP REVENUES

MANY OF THE MOST SUCCESSFUL PUBLISHERS ARE SMALL (≤10 APPS)

* Mary Meeker / Distimo, based on 250 most popular publishers in United States – March 2012

0%

50%

100%

183 152

173

§  However not small in terms of revenue / downloads, think of publishers like SuperCell, OMGPOP, Rovio and Halfbrick Studios

WHEN ESTIMATING DOWNLOADS AND REVENUES , DISTIMO ALWAYS EXCLUDES THAT APP’S TRANSACTIONAL DATA FROM THE ANALYSIS. TRANSACTIONAL DATA WILL ALWAYS BE KEPT CONFIDENTIAL.

SUCCESSFUL APPS

12,485

35,597

43,189 -  Google surpassed Apple

in download volumes

-  Apple Free / Paid apps ratio 1 out of 18/26

-  Google Free / Paid apps

ratio 1 out of 81

Downloads Over The World Daily Downloads

Th

ou

san

ds

Use

r (/

1.2

8)

12,485

35,597

43,189

$ 6,759,041

$ 10,151,515

$ 3,402,544

Downloads Over The World Daily Revenues

Use

r (/

1.2

8)

Th

ou

san

ds

16,767 14,735

12,541

1,641 1,389 1,009

North America Asia Europe MEA Australia South America

North America The Largest for Apple Daily User Downloads – November 2012

Th

ou

san

ds

South Africa United States

35% 31% 26% 3% 3% 2%

20,450

14,929 14,722

2,794 1,769 616

Asia North America Europe South America MEA Australia

Asia The Largest Region In Google Play Daily Device Downloads – November 2012

Th

ou

san

ds

Zealand United States

37% 27% 27% 5% 3% 1%

$6,519

$5,023

$3,842

$979 $281 $267

North America Europe Asia Australia MEA South America

North America Also In Terms Of Revenue Leading Regions Daily Revenues – November 2012

Th

ou

san

ds

Venezuela United States

39% 30% 23% 6% 2% 2%

$1,539

$1,204

$568

$84 $7 $0

Asia North America Europe Australia MEA South America

Asia Largest, Despite Only Japan & Korea Contribute Daily Revenues – November 2012

Th

ou

san

ds

Finland United States

45% 35% 17% 2% 0% 0%

-  Apple’s Top 200 revenues generate 60% of total

-  In Google Play this proportion is even higher to up to 80%.

-  31 applications were responsible for 10% of all free downloads in the Apple App Store for iPhone

-  Only 2 applications were responsible for 10% of the paid downloads.

The Winner Takes It All? November 2012

31 31

22

6 7 4

6 2

8

Free Downloads Revenues Paid Downloads

On Any Given Day The Top 200 Is Responsible For

Number Of Application Responsible For 10% Of Volume In One Month

45% 46% 46% 60%

69% 80%

50% 59% 60%

REAL DEMO

�  Name a few specific Apps you would like to see data from!

�  3 apps demo only

�  Demo Leaderboards (Month Apple vs. Google)

�  Invest in creating a quality app pays off

�  Decide what platform suits your type of app best (widget vs game)

�  Look at current market opportunities for revenues / traction (categories)

�  Let users engage (via in-app purchases)

�  Stay ahead of your competitor by knowing the market

KEY TAKEAWAYS

Check out our latest monthly publication about The Impact on Price Changes here;

http://www.distimo.com/publications

Or stay updated via our Blog

http://www.distimo.com/blog/

DISTIMO PUBLICATIONS