App Annie CEO Bertrand Schmitt's GigaOM Mobilize slides on strategies in the app market and how data can change your business strategy. Case study: How Storm8 uses App Annie (New Markets, New Products, Competitive Analysis) Start using App Annie Store Stats for free: www.appannie.com/storestats Learn more about App Annie Intelligence: www.appannie.com/intelligence -------------------------- App Annie is the industry leader in app store analytics and market intelligence supporting iOS, Mac and Google Android Market. Annie takes care of all the Math Behind The App Stores keeping you up-to-date with your own app's metrics and the latest app store trends. Annie provides three fabulous products for her fans: APP ANNIE ANALYTICS A free web-service that automatically retrieves, visualizes and stores your app's download, revenue, ranking and review data. APP ANNIE STORE STATS The most comprehensive free app store database on the Internet today. It provides you with detailed ranking charts, historical data, Featured placements and international app store matrices. APP ANNIE INTELLIGENCE Introducing our newest premium product - it allows our advanced customers to access the most accurate market intelligence data available for app stores today.

1. How App Store Market Data
Can Change Your Business
Bertrand Schmitt, App Annie - CEO
Vatsal Bhardwaj, Storm8 - Head of Product Management
GigaOM Mobilize, 20 September 2012

2. Who are your speakers today?
Bertrand Schmitt
CEO, App Annie
- 14 years in analytics, mobile, tech
- VP Mobile for Gomez web analytics
- COO and VP Marketing at Zandan mobile analytics
- MBA from Wharton
- MS Computer Networks from ISEP
Vatsal Bhardwaj
Head of Product Management, Storm8
- 10+ years in corporate and product strategy
- Drove strategy for Zynga, Cooliris, Microsoft
- Expert data analysis, platform and product strategy
- MBA from MIT Sloan
- MS Electrical & Computer Engineering from Duke

3. App Annie is the #1 in app store market data
7 of the Top 10 iOS publishers are customers*
A selection of App Annie Intelligence customers
Companies that need app store market data
• Game and App Publishers • Mobile Operators
• Gaming and Social Networks • Handset Manufacturers
• Advertising Networks • Investors
• Multinational Brands
* Based on Top 100 highest grossing iOS publishers globally as of May 2012

4. The Industry Standard For App Store Data
No
Ks
SD
Used by more than 125,000 apps The industry standard app rankings The most accurate market
and 14,000+ publishers database tracking 1M+ apps estimates available for app stores
App Annie Intelligence
Supports:
iOS Mac Google Windows Phone
Play Marketplace

5. App Annie Store Stats
Analyze store rankings for FREE
The Most Complete
App Database
– Tracking > 1 million apps
– Split by countries, categories, IAP
Analyze Ranks,
Features, Reviews
– Ranking history back to 2009
– Tools to analyze all sorts of app
metrics

6. App Annie Intelligence
Market estimates for the downloads and revenues behind the rankings
Competitor Monitoring Follow competitors and calculate market share
International Outlook Plan international expansion based on ROI, growth trends
Product Portfolio Planning Understand what kinds of apps are commercially successful
Monetization Know what monetization strategies actually work
Ad Buying How many downloads to get into Top 25?
Investment Research Spot market and investment opportunities early
Business Development Find the best potential partners and customers

7. Best-in-class Business Intelligence
App Annie Intelligence
Accurate estimates for downloads and revenues
All apps, all countries, all categories
• Monthly and weekly reports
• Excel and CSV formats
• Easy pivot-table analysis
• Optimized for database loading
• Tableau reports available on
demand
No competitor has more accurate market data than App Annie
*Intelligence data is estimated based on App Annie’s advanced statistical model. Although anonymous user data is used to refine
our modeling, App Annie NEVER shares the confidential data of any App Annie Analytics users.

8. Agenda
1. The Market Opportunity
2. How data can change
your business strategy
3. Case Study: Storm8

9. The Evolution of Media Distribution
Companies need market data at every step
Print Radio Television Web App Stores
As content distribution evolves, so does
market data

10. The Stakes Are Getting Larger
US: iOS Downloads Trends iOS
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250""
2x
Index&of&Downloads&
200""
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Downloads grew 2x in 2 years
* Set July-2010 Downloads Data as on App Annie Intelligence United States Estimated Revenues, 2010 July-2012 July
Based
index=100

11. The Stakes Are Getting Larger
US: iOS Revenue Trends iOS
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Revenues grew 3x in 2 years
Based on App Annie Intelligence United States Estimated Revenues, 2010 July-2012 July
* Set July-2010 Revenue Data as
index=100

12. Agenda
1. The Market Opportunity
2. How data can change
your business strategy
3. Case Study: Storm8

13. Business Strategy in the App Store Economy
Investment & How do I identify the best
Product opportunities?
International Who is my best audience?
Marketing How do I market my app?
How do I effectively
Monetization
monetize on app stores?

14. Business Strategy in the App Store Economy
Investment & How do I identify the best
Product opportunities?
International Who is my best audience?
Marketing How do I market my app?
How do I effectively
Monetization
monetize on app stores?

15. What kinds of apps are growing?
US:$iOS$Fastest$Growing$Categories$by$Download$
Travel$ 1%$
Naviga=on$ 8%$
Weather$ 9%$
Photo$and$Video$ 29%$ iOS
Sports$ 35%$
0%$ 10%$ 20%$ 30%$ 40%$ Diverse
opportunities
US:$iOS$Fastest$Growing$Categories$by$Revenue$
outside of gaming
Social$ 6%$
Naviga=on$ 12%$
Games$ 18%$
Sports$ 36%$
Newsstand$ 47%$
0%$ 10%$ 20%$ 30%$ 40%$ 50%$ Investment &
Based on App Annie Intelligence US Category Estimation, Comparing January
2012 to July 2012 Product

16. What kinds of apps are growing?
US:$Google$Play$Fastest$Growing$Categories$by$Download
Books%and%Reference% 41%%
Business% 63%%
Media%and%Video% 111%%
News%and%Magazine% 142%%
Google Play
Travel%and%Local% 278%%
0%% 50%% 100%% 150%% 200%% 250%% 300%%
Growth in Google
US:$Google$Play$Fastest$Growing$Categories$by$Revenue$ Play driven by
Games% 71%% non-game
Social% 86%%
Weather% 91%%
Comics% 144%%
Libraries%and%Demo% 147%%
0%% 50%% 100%% 150%% 200%%
Investment &
Based on App Annie Intelligence US Category Estimation, Comparing January
2012 to July 2012 Product

17. What kinds of apps monetize best?
iOS Google Play
Top Game Top Non-Game Top Game Top Non-Game
Categories Categories Categories Categories
Simulation Food and Drink Arcade App Widgets
Adventure Health and Fitness Brain Entertainment
Strategy Photo and Video Casual Tools
Action Newsstand Social Communication
RolePlaying Sports Cards Music and Audio
Many revenue opportunities outside
of games
Based on App Annie Intelligence US Category Estimation, Investment &
July 2012 Product

18. Business Strategy in the App Store Economy
Investment & How do I identify the best
Product opportunities?
International Who is my best audience?
Marketing How do I market my app?
How do I effectively
Monetization
monetize on app stores?

19. Where is the revenue growth internationally?
iOS Google Play
2012 January to July Growth Rate 2012 January to July Growth Rate
300%+
100%%
+81%% +239%
Growth+rate+of+market+share
250%+
Growth%rate%of%market%share%
80%% +212%
200%+
60%%
+166%
150%+
+39%% +35%% +108% +107%
40%%
100%+
+25%% +25%%
20%%
50%+
0%% 0%+
Brazil! Japan! Thailand! Sweden! Netherlands! Netherlands! South! Switzerland! Japan! South!
Africa! Korea!
Marketplace becoming more global
Based on App Annie Intelligence Worldwide TOTAL Category Estimation, Comparing the Top 25 revenue countries in July 2012 to their International
January 2012 revenue.

20. Where is the download growth internationally?
iOS Google Play
2012 January to July Growth Rate 2012 January to July Growth Rate
100%& 80%)
+88%
+65%
Growth&Rate&of&market&Share
Growth)Rate)of)market)share
80%&
60%) +53% +51% +51%
60%& +46%
+49%&
40%)
40%&
+38% +38% +37%&
20%)
20%&
0%& 0%)
Brazil! Thailand! Saudi! Philippines! Turkey! Brazil! Thailand!Argentina! Turkey! Mexico!
Arabia!
Emerging markets driving global growth
Based on App Annie Intelligence Worldwide TOTAL Category Estimation, Comparing the Top 25 downloads countries in July 2012 to International
their January 2012 downloads.

21. Business Strategy in the App Store Economy
Investment & How do I identify the best
Product opportunities?
International Who is my best audience?
Marketing How do I market my app?
How do I effectively
Monetization
monetize on app stores?

22. How many downloads do I need
to break into the Top Charts?
Countries ranked by downloads required to reach Top 5
iPhone Google Play
Tier Country Tier Country
1 US 1 US, Korea
2 China 2 Japan
3 UK, Japan 3 Brazil
France, Germany, Canada,
4 4 India, Germany
Australia
5 Italy, Russia 5 Taiwan, UK, Spain, Russia
Optimize spend with data-informed marketing
Based on App Annie Intelligence Worldwide Top Apps Free Downloads Estimation in OVERALL Marketing
Category, July 2012

23. Business Strategy in the App Store Economy
Investment & How do I identify the best
Product opportunities?
International Who is my best audience?
Marketing How do I market my app?
How do I effectively
Monetization
monetize on app stores?

24. iOS: Revenue of #1 Top Grossing app, by country
Index iOS
100＊
80 The top app in the US makes most money
Japan not far behind due to very high
ARPU
60
40
20
0
United' Japan' United' Australia' Canada' China' Germany' France' South' Thailand'
States' Kingdom' Korea'
Based on App Annie Intelligence worldwide iOS data, Games Category,
August 2012 Monetization
* Set iOS US Revenue as Index=100

25. Revenue opportunities by country
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Revenue/Download,USD
iOS Google Play
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iOS monetizes at 7x Google Play
Based on App Annie Intelligence Worldwide iOS and Google Play Monetization
Estimation, Q2 2012

26. Define product category revenue benchmarks
US:-Revenue/Download-of-Different-Categories-in-iOS-Store-
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Revenue/Download-USD-
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Top 10 Average: 0.43 USD
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High revenue-to-download ROI in niche
verticals
Based on App Annie Intelligence US App Store Monetization
Estimation, Q2 2012

27. Define product category revenue benchmarks
US:-Revenue/Download-of-Different-Categories-in-Google-Play--
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Revenue/Download-USD-
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Sports apps monetizing well
Based on App Annie Intelligence US Google Play Monetization
Estimation, Q2 2012

28. Business Strategy Questions Answered
Investment &
I should invest in product X
Product
International I should expand to country X
Marketing I need to spend $X marketing
Monetization I can monetize up to $X

29. Agenda
1. The Market Opportunity
2. How data can change
your business strategy
3. Case Study: Storm8

30. Confidential
APP#ANNIE#–#MOBILIZE#‘12##
#
SEP#2012#

31. Agenda'
• Introduc)on*
• Background**
• How*we*use*App*Annie?*

32. About&Storm8&
• Founded'2009.'
• 150'Employees'based'in'Redwood'Shores,'CA.'

33. Background+
Story&on&how&Zynga&&&then&Storm8&discovered&App&
Annie.&
&
!

34. How$we$use$App$Annie?$
• New$Markets$$
• New$Products$
• Compe33ve$Analysis$
$

35. New$Markets$$
• Distribu(on+
• Localiza(on+
• Timing+
Top Google Play Downloads (Jul '12) Top iOS Downloads (Jul '12)
United United
Other States Other States
30% 22% 33% 27%
Mexico
3% South Korea
United Russia China
13%
Kingdom 2% Italy 15%
3% 2% Australia
Spain Japan
3% 2%
7% United
Brazil Canada Japan
Taiwan India Kingdom
Russia 4% 3% Germany 5%
3% Germany 5% France 5%
3% 3%
4% 3%

36. New$Products$$
• Categories*
• Target*Pla.orms*
• Pricing*
Category % of Downloads (Total) % Downloads (iPads) Avg. Pricing
Arcade 23% 22% $2.99
Board 6% 26% $0.99
Casino 10% 31% $4.99
Kids / Family 15% 28% $2.99
Puzzle 6% 44% $0.99
Role Playing 10% 19% $6.99
Simulation 18% 22% $2.99
Sports 12% 21% $4.99

37. Compe&&ve(Analysis((
• Monitor'by'Category'(Casino)'
• Rank'Changes'
• Interna5onal'

38. Compe&&ve(Analysis((
• Category)Lis-ngs)
• Product)Updates)
• Promo-ons)

39. Summary'
App#Annie#Store#Stats#and#Intelligence#invaluable#for:#
• Corporate#strategy#&#planning#
• Product#Diagnos<cs##
• Compe<<ve#Monitoring##

40. Thanks!
Start using App Annie Store Stats
for free: www.appannie.com/
storestats
Learn more about
App Annie Intelligence:
www.appannie.com/intelligence