This presentation was given by Gregory Kennedy at the San Francisco Android Meet Up. It provides an overview of different business models and how app developers can use them to monetize their apps.

1. 9/29/10 1 World’s Largest IndependentMobile Ad NetworkThe Economics of Building anAdvertising Supported App BusinessAugust 16, 2010

3. 150 employees

4. Backed by Kleiner Perkins

5. 21.2 Billion impressions

6. 6 Offices

7. Live in 115 countriesLondon San Francisco Tokyo Mumbai Bangalore Johannesburg

8. 9/29/10 3 A Selection of Partners

9. Mobile App Landscape Highly competitive Saturation point reached (iPhone) Market dynamics change daily and hourly! 9/29/10 4

10. The Opportunity Still huge opportunity for developers (long tale) Android eco-system is still emerging Top apps are worth millions of dollars 9/29/10 5 Since its release over 6.5 million copies of the game Angry Birds have been purchased. Over 1 Million sold on Android.

11. Revenue Models: Overview There are only four ways to make money 9/29/10 6 Paid Downloads Sponsorship Advertising In App Purchase Each has strengths and weaknesses Some models are more appropriate than others

12. Revenue Models: Paid Download Strength: Works best with gaming and utilities Weakness: Promotion is difficult 9/29/10 7

13. Revenue Models: Advertising Strength: Can drive more revenue than paid Weakness: Requires large installed base 9/29/10 8

14. Revenue Models: Sponsorship Strength: Great for niche apps Weakness: Not scalable 9/29/10 9

15. Revenue Models: In App Purchase Strength: Requires loyal repeat usage Weakness: Difficult to achieve app loyalty 9/29/10 10

17. Experiment

19. Create synergy between apps

20. Use loss leaders to build brand

21. Variable pricing

22. Develop quality content

23. Volume of apps also matters

24. Take maximum advantages of social channels

26. Use data to improve performance

27. Experiment with ad placement

28. Experiment for ad format

29. Try multiple ad networks

31. In what regions are you trying to monetize

32. What platform are you developing for

33. Type of content games, music, cars

35. eCPMs Top 20 Countries 9/29/10 17

37. iOS friendly - full support for iAd format

38. Multi-platform iOS, Android, Blackberry, etc.

39. 40% of our traffic is outside the U.S.

41. InMobi World Developer Fund 9/29/10 20 $2 Million Dollar World Developer Fund Normally ad networks share revenue with publishers We offer you 100% of revenue earned Program lasts until the fund is gone Real support for developers