The presentation discussed App Annie, a company that provides market data and analytics for mobile app stores. It summarized App Annie's global presence and product offerings, which are used by over 125,000 apps and major companies. The presentation showed data highlighting growth opportunities for Russian app publishers in international markets like revenue that is 3.3x higher outside of Russia for top Russian iOS publishers. It also showed categories and countries with high monetization rates to help companies with business strategy decisions around investment, international expansion, marketing and monetization.

1. Mobile App Stores
Economy
23rd November 2012
VAS Forum
Yu Junde(VP BD APAC)
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

2. Agenda
1. About App Annie
2. The Market Opportunity
3. How data can change your
business strategy
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3. Our Vision: Evolving Media Landscapes
1950 S 2000 S 2010 S
Broadcast Open Web App Marketplaces
Market data for TV Market data for Market data for the leading app stores
ratings etc. websites, visits,
visitors etc.
As media landscapes evolve, so has market data
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012

4. App Annie: Worldwide Presence and Int’l Team
Beijing Hong Kong San Francisco Paris
4 offices
Beijing, Hong Kong, San Francisco, Paris
45 (Q3)  70 (Q4) employees
Team is growing fast thanks to the trust of our global users, customers and investors
USD 7M investment
China US US Japan
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5. #1 App Store Analytics and Market Data!
125,000+ apps, 60,000+ registered users
Apps & Game
Publishers
VCs, Media
Agencies
OEMs, Carriers,
Platforms
80% of the Top 100 iOS publishers use App Annie*
* Based on Top 100 highest grossing iOS publishers globally as of August 2012 using App Annie Store Stats
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012

6. App Annie Products: the Industry Standard
No
Ks
SD
Used daily for sales and downloads The industry standard app rankings The most accurate market
tracking by 125,000+ apps database tracking 1,000,000+ apps estimates available for app stores
App Annie Intelligence
Supports:
iOS Mac Google Windows Phone Nokia
Play Marketplace Store
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ App Annie 2012

7. App Annie Intelligence
Accurate Estimates for
Downloads and Revenues
All Apps, all Countries, all Categories
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

8. A Selection of our Intelligence Customers
Selected Intelligence Customers
What kinds of companies can benefit from App Annie Intelligence?
• Game and App Publishers • Mobile Operators
• Gaming and Social Networks • Device/PC Manufacturers
• Advertising Networks • Investors: VCs, Hedge Funds
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9. Agenda
1. About App Annie
2. The Market Opportunity
3. How data can change your
business strategy
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

10. Industry Growth in Russia
Russia: Growth of Downloads
250"
+66%
200"
Index%of%Revenue%
iOS
150" +3 1 %
100"
50"
Google
Play
0"
2012$01% 2012$02% 2012$03% 2012$04% 2012$05% 2012$06% 2012$07% 2012$08% 2012$09%
*
Set
January-­‐2012
iOS
Downloads
Data
as
index=100
Google Play downloads higher and growing faster than iOS
Based
on
App
Annie
Intelligence
EsAmaAon,
Total
Category,
2012
January
-­‐
2012
September

11. Industry Growth in Russia
Russia: Growth of Revenue
1800"
1600"
+4 2 %
1400"
Index%of%Revenue%
1200" iOS
1000"
800"
600"
%
400"
+1 7 9 Google
200"
Play
0"
2012$01% 2012$02% 2012$03% 2012$04% 2012$05% 2012$06% 2012$07% 2012$08% 2012$09%
*
Set
January-­‐2012
Google
Play
Revenue
Data
as
index=100
Google Play revenue low, but growing fast
Based
on
App
Annie
Intelligence
EsAmaAon,
Total
Category,
2012
January
-­‐
2012
September

12. Why Go Global?
Countries breakdown Countries breakdown
By Downloads By Revenue
iOS
ROW$
ROW$
APAC$ 12%$ APAC$
20%$
31%$ 27%$
US$35%$
US$26%$ Rest$of$
Rest$of$
Europe$
Europe$ 24%$
21%$
Russia$ Russia$
2%$ 2%$
Outside of Russia, there is 98% of iOS market
Based
on
App
Annie
Intelligence
iOS
EsAmaAon,
Total
Category,
2012
Q3
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13. Why go global- Google Play
Countries breakdown Countries breakdown
By Downloads By Revenue
Google
ROW$ ROW$5%$ Play
15%$
APAC$
42%$ US$32%$ APAC$
US$21%$ 46%$
Rest$of$ Rest$of$
Europe$ Europe$
Russia$ 18%$ Russia$ 15%$
4%$ 2%$
APAC holds majority market share for Google Play
Based
on
App
Annie
Intelligence
Google
Play
EsAmaAon,
Total
Category,
2012
Q3
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14. Which Russian Companies are Global?
Top 10 Russian publishers Top 10 Russian publishers by
by iOS Revenue in Russia iOS Revenue outside Russia
(Alphabetical order) (Alphabetical order)
ABBYY ABBYY
Crystal Reality Media Alawar Entertainment
DigestMedia Game Insight
iOS iOS
Etnogenez Good.iWare
Russia Rest of World
Game Insight JoyBits Revenue:
Revenue:
ID Interactive 1X MacPhun 3.3X
iMobilco Playmous
Navitel Tatem Games
ProGorod Transas Marine
МТС ZeptoLab
Different profile of Russian publishers who do well locally, and abroad
Based
on
App
Annie
Intelligence
EsAmated
IOS
Revenue,
Overall
Category
Q3
2012
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15. Which Russian Companies are Global?
Top 10 Russian publishers by Top 10 Russian publishers by
Google Play Revenue in Russia Google Play Revenue outside Russia
(Alphabetical order) (Alphabetical order)
ABBYY Software House Alawar Entertainment
Alawar Entertainment Elecont software
Game Garden™ Game Garden™
Google Google
Game Insight Play Game Insight Play
i-Free Innovations KamaGames
Russia Rest of World
KamaGames Revenue: Kaspersky Lab Revenue:
Kaspersky Lab 1X Mobile Stream 7.6X
Pixonic Pixonic
Social Quantum Ltd SPB Software
ZeptoLab ZeptoLab
Russian publishers making much more Google Play revenue outside of Russia
Based
on
App
Annie
Intelligence
EsAmated
Google
Play
Revenue,
Overall
Category
Q3
2012
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

16. Agenda
1. About App Annie
2. The Market Opportunity
3. How data can change
your business strategy
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

17. 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?

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. Monetizing in the US: Top Categories
Top Categories by Total Revenue in US
iOS Google Play
1. Simulation 1. Arcade
2. Adventure 2. Cards
3. Strategy 3. Casual
4. Action 4. Brain
5. Card 5. Tools
Game categories monetize differently on iOS and Google Play
Based
on
App
Annie
Intelligence
United
States
EsAmated
Revenues,
September
2012
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20. Monetizing in the US: Top Rev/Download Categories
iOS Google Play
Category Rev / Download Category Rev / Download
Casino $1.77 Cards $0.64
Card $1.67 Medical $0.43
Strategy $1.24 Casual $0.39
RPG $1.07 Arcade $0.32
Newsstand $0.99 Business $0.27
Cards Games have high Revenue per Download
in the US for both iOS and Google Play
Based
on
App
Annie
Intelligence
United
States
EsAmated
Revenues
and
Downloads,
September
2012
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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. Top Countries
Downloads Revenues Downloads Revenues
1. United States 1. United States 1. United States 1. United States
2. China 2. Japan 2. South Korea 2. Japan
3. United Kingdom 3. United Kingdom 3. Japan 3. South Korea
4. Japan 4. Australia 4. India 4. United Kingdom
5. France 5. Canada 5. Germany 5. Germany
6. Germany 6. Germany 6. Russia 6. Australia
7. Canada 7. France 7. Brazil 7. France
iOS Google
8. Australia 8. China 8. Taiwan 8. Russia
Play
9. Italy 9. Russia 9. United Kingdom 9. Canada
10. Russia 10. Italy 10. Mexico 10. Spain
11. South Korea 11. Switzerland 11. Spain 11. Italy
12. Mexico 12. South Korea 12. Italy 12. Sweden
13. Saudi Arabia 13. Netherlands 13. France 13. Netherlands
14. Thailand 14. Brazil 14. Malaysia 14. Brazil
15. Brazil 15. Sweden 15. Thailand 15. Switzerland
Russia is amongst the global top 10 smartphone apps markets
Based on App Annie Intelligence Worldwide TOTAL Category Estimation, Q3 2012
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23. Where is the App revenue growth internationally?
Highest iOS Revenue Growth Countries
2.5X$
2.0X$
1.5X$
1.0X$ iOS
0.5X$
0.0X$
il'
n'
'
'
'
'
d'
Sw '
a'
'
en
ia
ey
an
nd
ce
az
in
pa
an
ss
an
rk
iw
ed
la
Ch
Br
Ru
Ja
al
ai
Tu
Fr
Ta
'Ze
Th
w
Ne Brazil has fastest worldwide iOS revenue growth
Based
on
App
Annie
Intelligence
Grossing
EsAmaAon,
Top
25
Grossing
Countries
of
2012
Sep,
comparing
Jan
to
Sep
Growth
Rate
of
Grossing
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE

24. Where is the App revenue growth internationally?
Highest Google Play Revenue Growth Countries
14X#
12X#
10X#
8X#
6X# Google
Play
4X#
2X#
0X#
a&
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n:
la
la
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Ko
ap
la
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Ja
er
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do
er
ng
h&
h&
Th
itz
th
Ar
ut
ut
In
Si
Sw
Ne
So
So
Some emerging markets growing fast on Google Play
Based
on
App
Annie
Intelligence
Grossing
EsAmaAon,
Top
25
Grossing
Countries
of
2012
Sep,
comparing
Jan
to
Sep
Growth
Rate
of
Grossing
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25. Revenue per Download for iOS
$0.60$$
$0.52&& iOS
$0.50$$ $0.48&&
$0.44&&
$0.40$$ $0.37&&
$0.31&& $0.29&&
$0.30$$ $0.27&& $0.26&&
$0.25&&
$0.21&& $0.21&&
$0.20$$ $0.17&&
$0.10$$
$0.04&&
$0.00$$
&
&
&
n&
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e&
&
a&
&
a&
&
&
y&
es
W
ay
m
ia
da
lia
nd
re
in
an
or
pa
ss
do
at
W
rw
ra
na
rla
Ch
Ko
ap
rm
Ru
Ja
St
st
ng
Ca
No
e
ng
h&
d&
Au
itz
Ge
Ki
ut
ite
Si
Sw
d&
So
Un
ite
Un
Many Western countries have higher Revenues per Download
compared to the worldwide average
Gross
Revenue
/
Total
Downloads
of
apps
moneAzing
on
the
App
Store
in
Top
25
Revenue
Countries.
Based
on
App
Annie
Intelligence
worldwide
data,
TOTAL
Category,
Q3
2012

26. Revenue per Download for iOS Games
$1.40$$
iOS
$1.18&&
$1.20$$
$1.00$$
$0.80$$ $0.69&&
$0.59&&
$0.60$$ $0.54&&
$0.48&& $0.48&& $0.47&&
$0.42&&
$0.36&& $0.37&&
$0.40$$ $0.31&& $0.27&&
$0.20$$ $0.08&&
$0.00$$
&
e&
&
&
&
n&
a&
&
&
a&
&
g&
&
es
W
ay
m
ia
da
lia
nd
on
re
in
or
pa
ss
do
at
W
rw
ra
na
la
Ch
Ko
ap
Ru
&K
Ja
St
st
er
ng
Ca
No
ng
ng
h&
d&
Au
itz
Ki
ut
ite
Ho
Si
Sw
d&
So
Un
ite
Un
Japan has by far the highest revenue per download for iOS Games
Gross
Revenue
/
Total
Downloads
of
apps
moneAzing
on
the
App
Store
in
Top
25
Revenue
Countries.
Based
on
App
Annie
Intelligence
worldwide
data,
Games
Category,
Q3
2012

27. Revenue per Download for Google Play
$0.16$ $0.15% Google Play
$0.14$
$0.12$
$0.10$ $0.10%
$0.08$
$0.06% $0.06%
$0.06$ $0.05% $0.05% $0.05%
$0.05% $0.05%
$0.04% $0.04%
$0.04$
$0.02%
$0.02$
$0.00$
%
%
%
n%
a%
%
a%
%
%
%
%
%
es
W
m
en
da
ce
ia
lia
nd
ric
re
pa
ss
do
at
W
an
ra
na
ed
la
Ko
Af
Ru
Ja
St
st
er
ng
Fr
Ca
Sw
h%
h%
d%
Au
itz
Ki
ut
ut
ite
Sw
d%
So
So
Un
ite
Un
Similar ranking of countries, but with
lower Revenues per Download on Google Play
Gross
Revenue
/
Total
Downloads
of
apps
moneAzing
on
the
Google
Play
Store
in
Top
25
Revenue
Countries.
Based
on
App
Annie
Intelligence
worldwide
data,
TOTAL
Category,
Q3
2012

28. Revenue per Download for Google Play Games
$0.70$
$0.60& Google Play
$0.60$
$0.50$
$0.40$
$0.30$ $0.27&
$0.20& $0.19& $0.19&
$0.20$ $0.14& $0.14& $0.13&
$0.12& $0.12&
$0.09&
$0.10$
$0.04&
$0.00$ &
a&
&
&
n&
a&
&
&
&
&
&
&
es
W
m
en
da
ce
ia
lia
nd
re
ric
pa
ss
do
at
W
an
ra
na
ed
la
Ko
Af
Ru
Ja
St
st
er
ng
Fr
Ca
Sw
h&
h&
d&
Au
itz
Ki
ut
ut
ite
Sw
d&
So
So
Un
ite
Un
Japan has the highest revenue per download for Google Play Games
Gross
Revenue
/
Total
Downloads
of
apps
moneAzing
on
the
Google
Play
Store
in
Top
25
Revenue
Countries.
Based
on
App
Annie
Intelligence
worldwide
data,
Games
Category,
2012-­‐September

29. 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?

30. Marketing Case Study: iOS Card Games
Marketing: Number of Downloads ROI: Revenue
For #5 Top Downloads Card Games Category For #5 Top Grossing Card Games Category
1.3X
3.4X
1X
iOS
1X
Canada% Australia% Canada% Australia%
Australia’s Card Games Top Free Australia can bring 3.4X more
Chart is easier to climb than Canada revenue for Card Games
Based
on
App
Annie
Intelligence
worldwide
iOS
data,
Games
Category,
August
2012
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31. How many downloads do I need
to break into the Top Charts?
Countries ranked by downloads required to reach Top 5 Overall Category
iPhone Google Play
Rank Country Rank Country
1 US 1 South Korea
2 China 2 US
3 UK, Japan 3 Japan
Germany, Russia, UK,
4 France, Germany, Australia 4
India,Taiwan
5 Canada, Italy, Russia 5 Brazil, Spain
It is harder to climb the South Korea Google Play Chart than the US!
Based
on
App
Annie
Intelligence
Worldwide
Top
Apps
Free
Downloads
EsAmaAon
in
OVERALL
Category,
September
2012

32. 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?

33. Month Revenue of #1 Top Grossing iOS App
Top app revenue in Japan is highest due to very high ARPU
Top app revenue in the US has fallen behind Japan
!200!!
Top app in Japan makes 19X revenue of the top app in Korea
!150!!
Index%of%Revenue%
iOS
!100!!
!50!!
!"!!!!
%
n%
%
%
il%
%
a%
a%
%
%
%
y%
es
lia
da
ce
ia
nd
m
az
in
re
an
pa
ss
do
at
an
ra
na
la
Ch
Ko
Br
Ru
rm
Ja
St
ai
st
ng
Fr
Ca
h%
Th
d%
Au
Ge
Ki
ut
ite
d%
So
Un
ite
Un
* Set iOS US Revenue as Index=100 Based
on
App
Annie
Intelligence
worldwide
iOS
data,
Overall
Category,
October
2012

34. Month Revenue of #1 Top Grossing Google Play App
Not much revenue outside top 3 countries
!200!! Top app in Japan makes 76X top app in Sweden
!150!!
Index%of%Revenue%
Google Play
!100!!
!50!!
!"!!!!
%
%
n%
a%
%
%
%
%
y%
%
es
m
lia
ia
en
ce
da
an
re
pa
ss
do
at
an
ra
na
ed
Ko
rm
Ru
Ja
St
st
ng
Fr
Ca
Sw
h%
d%
Au
Ge
Ki
ut
ite
d%
So
Un
ite
Un
* Set Google Play US
Based
on
App
Annie
Intelligence
worldwide
Google
Play
data,
Overall
Category,
October
2012
Revenue as Index=100

35. Monetization Case Study: Thailand
Thailand iOS Top Grossing Chart, 12 Sept 2012 iOS
3-4X
daily revenue
1X
daily revenue
Localizing
for
smaller
countries
might
bring
unexpected
ROI
Based
on
App
Annie
Intelligence
worldwide
iOS
data,
GDO NOTategory,
September
2012
CONFIDENTIAL PROPERTY OF APP ANNIE -
ames
C DISCLOSE

36. Business Strategy in the App Store Economy
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

37. Thank you!
www.appannie.com
@Appannie
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012
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