Helpingcleanmonetizers thriveAppEsteemCorporation,655156th AveSE,Suite275,Bellevue,WA98007

Whatwe’lltalkabout•DrivingurgencywithDeceptors•Howourfreecertificationworks•Ourpremiumservicesoffering•Partnermonetizationopportunities

AppEsteem fightsfortheconsumerWebelievethatconsumersshouldneverbescared,tricked,orcheatedbysoftwareButwhensoftwaremonetizers andtheirsupplychainarenotheldaccountablefortheiractions,consumersgetscrewedWeholdeverybodyaccountableandbuildalevelplayingfieldsocleanmonetizers canthrive

Sortingoutsoftwaremonetizers

ViolatesDeceptorRequirements

WecontinuetoshrinkthisspacewithstrongerDeceptor

requirements

DECEPTOR:blockedbyAVsasUnwantedSoftware

CERTIFIED:allowedbymostAVs

NON-CERTIFIED:blockedbysomeAVsasPUA

MeetsApplicationCertificationRequirements

ViolatesDeceptorRequirements

MALWARE:blockedbyAVsasVirus,Trojan,Ransomware

Developedbycriminals

Developedbyunenlightenedmonetizerswhomaybedisrespectingconsumers

Developedbycleanmonetizers

Howwedriveaccountability•Deceptors eithercleanupquicklyorwitheraway

•Certifiedapps thrivewithourcertificationandpremiumservices

•RequirementsandProgramsvalidatedbysecurityandmonetizationpartners

•OurappintelligencefeedsandregulartestingforAVscreateurgency

Deceptor Urgency

1. Wecallthemout2. AVsdetect3. Wehelpfix(free)4. AVsmaystill

detectasPUA5. Wecertify(free)

GettingyourDeceptor Remediated

Kubler-Ross’sfive-stagegriefprocessservesasagoodmodelforwhatwe’veseen,andhowyoucanmakeitthrough

DenialBelievethediagnosisissomehowmistaken,andclingtoafalse,preferablereality

• Monetizers spendtimeignoringandarguingwithourclassification

• Westrivetonotgetdefensiveandstateourconcernsfromtheperspectiveoftheconsumer

• Recommendation:thinkaboutourconcernsfromtheconsumerperspective.

AngerBecomefrustrated,especiallyatproximateindividuals.

• Monetizers callusincompetent,theycomplaintotheAVs,theirlawyerswriteusletters.

• Westrivetostayobjectiveandanswerquickly,offeringphonecallsifwesenseconfusion.Ifangerpersists,weoffershiftingtoa30-dayreviewcycle

• Recommendation:seektounderstandandstayprofessional,andwe’reverywillingtohelp

BargainingNegotiateforanextendedlifeinexchangeforareformedlifestyle.Bargainorseekcompromise.

• Monetizers trytonegotiate forchangesthatdon’tprotectconsumers.Theyfindevidenceofotherappswedidn’tdetect.

• Westrivetounderstandtheexplanation,butwedon’tremovebasedonpromises.WealwayswelcomeleadsformoreDeceptors

• Recommendation:Spendyourenergyonmakingthefixes

DepressionDespairattherecognitionoftheinevitablefuture.

• Monetizers writeusletterssaying,“you’vekilledmybusiness.”

• Westrivetoremainnon-judgmental,andtoremindthatconsumerswillbenefitandwewillhelp

• Recommendation:Findtheadvantagesofdoingwhat’sright.Longterm,youandconsumerswillbothbenefit

AcceptanceEmbracetheinevitablefuture.Comeswithacalm,retrospectiveviewandastableconditionofemotions.

• Manymonetizers reachthisstageafterafewmonths.

• Westrivetoberesponsiveandrespectful,andtoremainpositive.Oncecleared,wesuggestfreecertificationandofferourpremiumservices.

• Recommendation:Youdidit!Let’sgettherestofyourappscertified!

BoostingAVEfficiencyTraditionally,manyAVsdeprioritizedmonetizer work

� SlowtodetectPUA andDeceptors� Slowtoclearcleanapps

Weworkwelltogether,andthey’vebeenhelping,butwewantmore

AVsaremotivatedtodowelloncomparativetests

�WeencourageAVefficiencybyrunningcomparativetestsfordetectingDeceptors andallowingCertifiedapps

ThefirstDeceptor Test:November2017

Deceptors�MostAVsdidwellwiththepublishedDeceptors�SomeAVsstruggledintegratingintotheirautomation/researchworkflow

Certified�SomeAVsseemtostrugglewithheuristics�SomeAVs’PUApoliciesexceedourrequirements

Resultsareanonymizedandonlyapartialselection

DoesboostedAVefficiencyhelp?•MostDeceptors felttheAVdetections�Halfcleanedup;somearegettingcertified� Severalcleanedupandnevercontactedus;manysaidthankyou

�Aquartercontinuetoevade�Aquartershutdown

•ManyDeceptors nowspeedthroughthegriefstages� Insteadofmonths,it’snowtakingonlyaweektogetoverDenialandamonthtogettoAcceptance

•Webelievethistesthasincreasedandacceleratedconsumerprotection,andwe’llrunmoreteststhisyear

Deceptor publishingupdates

•AVstellingusaboutaDeceptor willtriggerustopublish

•SimilartoNDArules:wekeepconfidentialuntilwelearnit’snot

When What Our Partners2017 WindowsandMac

SysTools,BundlersAVs,Platforms

AdNetworks Platforms, AVs2018 Browser

ExtensionsBrowsers, Search,AVs

Callcenters,Shoppingcarts,AffiliateNetworks

FTC,Remotetools,Regulators,Creditcards

SDKs AVs,PlatformsWindowsStore &AndroidApps

AVs, Platforms

FutureDeceptor Actions

HowyoucanengagewithusWhenyourappisaDeceptor,and itis… Get30-day

notificationGetfree

certificationGetpremium

servicesUnregistered,notgettingcertified no no noRegisteredfornotification yes no no(getting)Certifiedforfree yes yes yes(getting) Certifiedwithpremiumsupport yes yes yesFromacommittedcustomer yes yes yes

WhenyourappisnotaDeceptor,anditis… Getfreecertification

Getpremiumservices

Unregistered,notgettingcertified yes yesRegisteredfornotification yes yes(getting)Certifiedforfree yes yes(getting) Certifiedwithpremiumsupport yes yesFromacommittedcustomer yes yes

30-dayNotification• Ifyouregisteryourapp,we’llcheckitperiodically

• Ifweseeit’saDeceptor,we’llnotifyyou30daysbeforewepublish

•Freeservice

Getcertifiedforfree•Appliestoyourapp’scurrentversion

•Allowsuseofourlogo

BuyourPremiumServices•AppJailServices

•Useofourelectronicseal

•Committedcustomersgetfreeconsulting

•AppEsteem InsiderProgram

ExampleInsiderNotificationonbrowserextensions

Limitedaccessibilityof“feature”– disclosedonlyatoffer:FailsACR-103

UnattributedsearchdialogclosetoaddressbarmaypassGooglecriteria,butfailsACR-005

Unattributedsearchdialoginmiddleofpageisfineonlyif newtabpagehasitsownclearattribution

Nextontheagenda…•PremiumServicePanel•PartnerPPIofferforcertifiedapps

•Partnerofferforfreepremiumservices

•Networkingtime

PartnerPPIofferforcertifiedapps•Chip.de hasbuiltthefirstcertifiedinstaller

•Theywillonlyoffercertifiedapps

• Increasedistributionsafelyandcleanly

•ContactJamesO’Brien�JOBrien@chip.de

B L A C K S W A N Internet Ventures | 2018

EverCore’s Pre-Certified

Monetization● EverCore provides qualifying developers

with exclusive and compliant monetization.

● It boosts developer revenues, offering FREE AppEsteem Premium Service.

● EverCore Utilizes AppEsteem’scertification and premium service

● Launching Q1 2018

BlackSwan is...

... one of Ebay’s top global partners. They’ll expand monetization solutions beyond security vendors and to the general applications market, contingent upon AppEsteem certification and Premium Service.

Contact: publishers@blackswan.ventures

B L A C K S W A N Internet Ventures | 2018

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“ADSENSE” FOR ECOMMERCEA NEW BREED OF CROSS DEVICE MONETIZATION API & WIDGETS

BlackSwan \\ Intro \\ Platform

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USE CASESRECOMMENDATION WIDGET

BlackSwan \\ Intro \\ Mobile & Web

Desktop \ Tablet Mobile

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3030BlackSwan \\ Solutions \\ EverCore \\ Monetization

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IMPLEMENTATIONS

▪ InstallerOfferPage

▪ UpgradeinFlow

▪ ConfirmationPage

▪ UpsellinUI

▪ ServiceTrayUpsell

BlackSwan \\ Solutions \\ EverCore \\ Implementations

Single Purpose• $500,000p/m1MMT1Users

Standalone App• Standaloneappshoppingsolution

Inst

ant M

onet

izat

ion

Upsell in Install Flow

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BENEFITS FOR PUBLISHER & DEVELOPERS

○ New breed of relevance and coverage

○ Unparalleled yield

○ Exclusive access to Baseify’s visual search

○ Free Appesteem premium service

○ Quarterly BlackSwan / Appesteem industry webinar specifically focusing on governmental enforcement (FTC, department of Justice, FBI)

○ Free compliance consulting

○ 24/7 EverCore support

BlackSwan \\ Solutions \\ EverCore \\ Benefits

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FRAMEWORK• BlackSwan assumes the Premium

Service costs upon hitting minimal user base target

• All underlying apps / flows must be certified

• AppEsteem is the enforcement mechanism for BlackSwan and guarantees adherence to our compliance standards

• Publisher enjoys all benefits of the AppEsteem premium service for free.

BlackSwan \\ Solutions \\ EverCore \\ Starting \\ Flows

Apps

EverCore Enrolled

Installers

CleanInstallFlows(Full\ Partial)

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SEQUENCE

REGISTER CERTIFY MONETIZE

Monetizeandenjoyfreepremiumservicefrom

AppEsteem

REGISTERTHROUGHBLACKSWAN

ClinchAppEsteemcertificationforeachApp

BlackSwan \\ Solutions \\ EverCore \\ Starting \\ Process

1. 1

Case Study

Nowisthetime

RespecttheconsumerStayoutofAppJailBecomeanInsiderGrowyourbusiness

Questionsregister@appesteem.com

Selfservicehttps://customer.appesteem.com