This report covers: Why Mobile CPI is not effective and why Facebook mobile CPI advertising is a viable alternative. There is also Korea, Japan, Taiwan and China mobile market and LTE data and Global LTE penetration analysis.

1. Appsasia Monthly Report [March 2014]

2. 2
Appsasia Insight
Mobile Marketing Analytics by appsasia
1.1 Questions on CPI Effectiveness
1.2 Facebook Advertisement Effectiveness
1.3 Case Study of Facebook Campaign by appsasia
Appsasia Monthly Report
Global App Marketing Agency

3. 3
Global App Marketing Agency
■ Are CPI Effects Trustworthy ?
1.1 Questions on CPI Effects
Download Boost by CPI Profit increase
Download
Boost
Increase
in
rank
More
Exposure
Download
from rank
Increase
In
Profit
(Sales)
Many advertisers are skeptical about the ability of CPI to boost marketing. In fact, as you see from
many case studies, the average retention rate for CPI is only 2~3% .
In addition, organic user acquisition via rank boosting is decreasing as the market matures. As
the market becomes more competitive, CPI has less positive effect on ROI.
More quantities needed f
or a higher rank
Android Ranking
Algorithm change
Fixed app
usage pattern
Why?

4. 4
Global App Marketing Agency
1.1 Questions on CPI Effects – Case 1
Tenbird : Wingbeat for Kakao (KOR)
Entermate
Flying Zoo for Kakao (KOR)
Onnet
Estimated CPI cost (1 Week) : $ 210K
Estimated developer profit (1 Week) : Less than $ 5K
Estimated CPI cost (1 Week) : $ 94K
Estimated developer profit (1 Week) : Less than $ 4K
■ Are CPI Effects Trustworthy?
Most apps gained a high rank by CPI, however the rank did not affect DAU nor the revenue.
200
100
300
400
500
Jan 26 Feb 2 Feb 9 Feb 16 Feb 23 Mar 2 Mar 92014
1
200
100
300
400
500
Dec 2103 Jan 2014 Feb 2014 Mar 2014
1
Download
Rank #2
Gross Rank
#220
Download
Rank #6
Gross Rank
#242

5. 5
Global App Marketing Agency
1.1 Questions on CPI Effects - Case 2
Most apps gained a high rank by CPI, however the rank did not affect DAU nor the revenue.
■ Are CPI Effects Trustworthy?
Estimated CPI cost (1 Week) : $ 250K
Estimated developer profit (1 Week) : Less than $ 4K
Estimated CPI cost (1 Week) : $ 100K
Estimated developer profit (1 Week) : Less than $ 5K
200
100
300
400
500
Jan 5 Jan 12 Jan 19 Jan 26 Feb 22014
1
200
100
300
400
500
Dec 2103 Jan 2014 Feb 201
4
Mar 201
4
1
Beauty Idol (U.S.)
Animoca
ファントムゲート戦姫 (Japan)
[Fantom Gate Senhime]
mobage
Download
Rank #21
Gross Rank
#278
Download
Rank #9
Gross Rank
#229

6. 6
Global App Marketing Agency
What
Is the
Alternative?
1.1 Questions on CPI Effect

7. Facebook CPC 변
화없음
Global App Marketing Agency
Worldwide MAU
1,230,000,000
Mobile Active Users
945,000,000
Facebook users in Korea
13,200,000
Mobile users in Korea
11,800,000
1.2 Facebook Advertisement Effect
Strength of Facebook CPC
Unlike banner ads, Facebook CPC based ads are
exposed naturally between newsfeeds.
Therefore, the share and spread effects are
increased.
Facebook CPI UA Cost(Non-incentive)
Creation, uniqueness and targeting is highly
important
Casual Game $1.5 - $2
Mid-core Game $2 - $2.5
Brand ads are more expensive than Game ads
(differs by CTR)
The effects of Facebook CPC differ depending on the ad materials. Therefore, if the creation of the
ads is optimized via testing, the non-incentive user acquisition cost can be reduced.
■ Facebook Ad

8. ■ Facebook AD
Global App Marketing Agency
Reference: Wishpond, Adobe Digital Index
Facebook
CTR 365%
Increased
Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4'13
31%
98%
192%
Exposure Awareness Sharing/Spread
Online AD Facebook AD
Exposure Awareness Sharing/Spread
Facebook
CPC
No Changes
1.2 Facebook Advertisement Effect
Facebook ads can target by gender, age, location, and interests which enables the cost of ads are lower
by average 35% and the effects of those ads are 31% higher compared to other online ads channels.

9. 9
Global App Marketing Agency
Optimization Cycle
Optimization
• Continuously monitoring advertising results and editing the
ads according to those results in order to determine whether
the budget is being spent effectively and the desired results
are being obtained.
Goal of Optimization
• Targeting the most potential royal users
• Driving the best LTV
• Create the reasonable ROI and ROAS
• Secure the most suitable target group (Segmented targeting)
Minimize meaningless advertisement costs
by focusing the budget on the most effective channel.
CPI AD
Data
Analysis
효율적인
광고 선별
Targeting
Royal users
Reasonable
ROI
Optimization
1.2 Facebook Advertisement Effect
■ CPI Optimization via Facebook
The goal of optimization is loyal user acquisition and driving the best ROI and LTV by finding the
most effective channels.

10. 1010
1.3 Facebook AD Case Study by appsasia
Global App Marketing Agency
■ Facebook CPC by appsasia
Appsasia can produce effective and creative materials. With our exhaustive management
including daily report and material test, campaigns drove high cost-effective ad result.
Image
A
Image
B
AD Copy A
AD Copy B
AD Copy C
AGE
Gender
Interest
Page
< Over 10 AD TEST before actual campaign >
< Young Creator’s brilliant AD Copy >
Appsasia Facebook ad management process
Minimize the trial and error
Produce 10 different ad options and use the most effective image
Detailed Oversight
Close monitoring including real-time response and daily report
Drive positive result
KPI for final CPI cost is $2.5 and close the campaign over costs.

11. 11
Market Research
Appsasia's Market Research
2.1 SNS Preference Per Geography
2.2 Global LTE Penetration Analysis
2.3 Mobile Device Analysis by countries
Appsasia Monthly Report
Global App Marketing Agency

12. 2.1 Global Market Summary
■ SNS Preference Per Geography
America prefers Facebook Messenger and Skype, while Europe prefers whatsapp. In Japan and South
East Asia, at the same time, Line is dominant.
Global App Marketing Agency

13. 2.2 Global LTE Penetration Analysis
Reference: Juniper Networks, Strategy Analytics
Global App Marketing Agency
1%
2%
3%
5%
8%
14%
19%
21%
21%
62%
Philippines
Russia
Germany
United Kingdom
Canada
Sweden
United States
Australia
Japan
South Korea
LTE Penetration
By countries (2nd half, 2013)
32%
29%
28%
28%
27%
23%
14%
7%
6%
5%
Niger
Burundi
Madagascar
DRC
CAR
Ethiopia
CUBA
North Korea
Myanmar
Eritrea
Lower Mobile Penetration
By countries (2nd half, 2013)
20% of world population is in LTE service area, and it is predicted that the half of world will be able
to use LTE by 2017. Currently US, Japan, and Korea is occupying 80% of utilization rate.
■ Global LTE Penetration

14. ■ Korea Mobile Market Analytics
2.3 Korea Mobile Device Analysis
Implication The highest LTE penetration in the world and dominant android market share
Population 49M Smartphone penetration 79.5% GDP $ 1,197B
Main OS Android Main Device Samsung,LG,apple,PantechEtx
Reference : LTE Subscribe/Smart Phone penetration by Ministry of Science, ICT, and Future Planning, Strategy Analytics
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
Korea LTE Penetration / OS Market Share
LTE
72%
3G
28%
Other 1%

15. ■ US Mobile Market Analytics
2.3 U.S. Mobile Device Analysis
Implication Third country of LTE penetration by 46%
Population 316M Smartphone penetration 67% GDP $ 16,724B
Main OS Android/iOS Main Device Apple,Samsung,HTC,Motorola,LG,Etc.,
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
3G
81%
U.S. LTE Penetration / OS Market Share
Reference : LTE Subscribe/Smart Phone penetration by Ministry of Science, ICT, and Future Planning, Strategy Analytics
Other 13%

16. ■ Japan Mobile Market Analytics
2.3 Japan Mobile Device Analysis
Implication Symbian and other OS has 20% of market share, therefore QA for various devices is essential.
Population 127M Smartphone penetration 41% GDP $ 5,007B
Main OS Android/iOS Main Device Apple,Sony,Samsung,Etc.,
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
LTE
26%
3G
74%
Other 2%
Japan LTE Penetration / OS Market Share
Reference : LTE Subscribe/Smart Phone penetration by IMJ, Strategy Analytics

17. ■ China Mobile Market Analytics
2.3 China Mobile Device Analysis
Implication LTE is not propagated yet, assuming under 5% of LTE penetration
Population 1,350M Smartphone penetration 66% GDP $ 8,939B
Main OS Android Main Device Apple,Samsung,Huawei,HTC,Nokia,Lenovo,Etc.,
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
3G
95%
Other 7%China LTE Penetration / OS Market Share
Reference : LTE Subscribe/Smart Phone penetration, Strategy Analytics
**Lately, China starts to broaden 4G network, and
actual LTE user is inferred to be higher than 5%

18. ■ Taiwan Mobile Market Analytics
2.3 Taiwan Mobile Device Analysis
Implication LTE penetration is assumed under 5%, Samsung Device has high market share
Population 23M Smartphone penetration 55% GDP $ 484B
Main OS Android Main Device Samsung,HTC,Apple,Sony
Global App Marketing Agency
Reference: 2H 2013/ Google Think Insight, Global Stats Counter
3G
95%
Other 2%Taiwan LTE Penetration / OS Market Share
Reference : LTE Subscribe/Smart Phone penetration, Strategy Analytics

19. C o m p a n y & S e r v i c e s
Game Marketing Awards 2013