This presentation talks about how mobile app developer can make money.

1. World’s Largest Independent
Mobile Ad Network
The Economics of Building an
Advertising Supported App Business
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2. We’re a Global Mobile Display Ad Network
• 4 years of mobile expertise • 6 regional office and 6 additional sales offices
• 10,000+ Publisher and Advertisers • Top talent from Google, Yahoo & Amazon
• 36+ Billion monthly impressions • 225+ countries
London
San Francisco
Berlin
Chicago
New York Tokyo
Mumbai
Bangalore
Nairobi
Singapore
Johannesburg
Sydney

3. A Selection of Publishers

4. A Selection of Advertisers

5. Mobile App Landscape
400K+ Apps in iTunes
Market dynamics change daily and hourly
Highly competitive
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6. Tablets - The New Opportunity
• iPad and Tablets are creating new markets
• Mobile eco-system is still emerging
• Top apps are worth millions of dollars
Needham’s Charlie Wolf, raised his 2011
iPad sales forecast to 30 million.
Total iOS installed base 160+ mn.
Total Android installed base 150+ mn.
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7. Revenue Models: Overview
There are four ways to make money
Paid Downloads Sponsorship
Advertising In App Purchase
Each has strengths and weaknesses
Some models are more appropriate than others
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8. Revenue Models: Paid Download
• Strength: Works best with gaming and utilities
• Weakness: Promotion is difficult
Tiny Wings Words with
Friends
Examples
Fruit Ninja
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9. Revenue Models: Sponsorship
• Strength: Great for niche apps
• Weakness: Not scalable
The Onion Red Bull
Examples
Walgreens
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10. Revenue Models: In App Purchase
• Strength: Requires loyal repeat usage
• Weakness: Difficult to achieve app loyalty
Ebay Tap Zoo
Examples
Eliminate Farmville
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11. Revenue Models: Advertising
• Strength: Can drive more revenue than paid
• Weakness: Requires large installed base
Photobucket Moco Space
Examples
Shotgun
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12. App Monetization Matrix
Recommended models by category
Gaming Specialty Community Utility
Paid
Download
Advertising
Sponsor
In App
Purchase
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13. Try Combining Models
• Experiment.
• Take advantage of global markets
• Mix models depending on stage of evolution.
Introduction Growth Maturity Decline
1 2 3 4
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14. Build a Business not Apps
• Build portfolio of apps
• Create synergy between apps
• Build brand
• Variable pricing
• Develop quality content
• Take maximum advantages of social channels
• Exploit global nature of app market
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15. The Mobile Ad Opportunity
• A $1 Billion market in the U.S. today
• Globally it’s expected to exceed $20 B in 2013
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16. The Ad Network Concept
Advertiser A Advertiser B Advertiser C Advertiser D
Ad Network
Publisher A Publisher B Publisher C Publisher D
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17. How to Pick a Network
Some important questions to consider:
• In what regions are you trying to monetize?
• What platform are you developing for?
• Type of content games, music, cars?
• Is a third party platform right for you?
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18. How Publishers Make Money
Ad Network
Impression Fill Rate CPC CTR
Revenue
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19. Tips and Tricks
• Experiment with ad placement and format
• Use data to improve performance
• Use multiple ad networks
• Create your own mediation layer
• Develop directly for ad verticals (cars,
travel, finance, etc.)
• Test everything
• Iterate often
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20. Think Globally
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21. Think Globally
eCPMs vary globally but not by a big margin
129 125 Index by region
Sourced from our Network
101
90
70
Europe North America Asia (Excl. China Middle East Africa
and Japan)
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22. eCPMs Top 20 Countries
Country Index Range Rank Country Index Range Rank
Australia > 150 1 UAE 120 to 149 11
Malaysia > 150 2 Sweden 120 to 149 12
Ireland > 150 3 Norway 120 to 149 13
Thailand > 150 4 Germany 120 to 149 14
South Africa > 150 5 Singapore 120 to 149 15
Russian Federation > 150 6 Saudi Arabia 80 to 120 16
New Zealand > 150 7 Brazil 80 to 120 17
United Kingdom > 150 8 France 80 to 120 18
Italy > 150 9 Spain 80 to 120 19
USA > 150 10 Jordan 80 to 120 20
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23. Compatibility
We are 100% compatible with:
With InMobi you get both reach and impact.

24. Froggy Jump Case Study
Invictus Games Sees eCPMs as High as $5.99
for iPhone Game With InMobi
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25. Shotgun Free Case Study
Inedible’s Shotgun Free iPhone App Triples
International eCPMs With InMobi
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26. Key Messages
• Think globally
• Build a sustainable business
• Test and experiment
• Optimize based on data
• Have fun!
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27. Thank You
For a copy of this presentation please write to me
kk@inmobi.com
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