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CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Mobile App StoresEconomySociality Rocks!Kiev - September 27 2012
Thursday, September 27, 12
Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Agenda
1. About App Annie
2. Just how Big is iOS Market?
3. Seasonal Trends on iOS
4. iOS versus Google Play: Who is winning in US, Europe, and Japan?
Thursday, September 27, 12
Our Vision: Evolving Media LandscapesAs Content Distribution Changes, So Does Market Data
1950S 2000S 2010S
BroadcastMarket data for TV
ratings etc.
Open WebMarket data for
websites, visits, visitors etc.
App MarketplacesMarket data for the leading app stores
Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
As media landscapes evolve, so should Market Data
Thursday, September 27, 12
Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
App Annie: Worldwide Presence and Int’l Team
4 officesBeijing (main office), Hong Kong San Francisco, Paris (Tokyo coming soon)
40 (Q3) 70 (Q4) employeesTeam is growing fast thanks to the trust of our global users, customers and investors
USD 7M investment
Beijing Hong Kong San Francisco Paris
China US US Japan
Thursday, September 27, 12
Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
#1 App Store Analytics and Market Intelligence!125,000+ apps, 14,000+ publishers
Apps & Game Publishers
VCs, Media Agencies
OEMs, Carriers, Platforms
80% of the Top 100 iOS Publishers use App Annie80% of the Top 100 iOS Publishers use App Annie
* Based on Top 100 highest grossing iOS publishers globally as of May 2012
80% of the top 100 iOS Publishers use App Annie
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
App Annie Products on iOS and Google Play
Tracks app performance: sales, downloads, reviewsUsed by more than 125,000+ apps and 14,000+ publishers
Analyze global app stores rankingsTracks rankings of 850,000+ apps
Advanced market intelligence dataThe most accurate market esOmates for app stores
No SDK
A unique suite of freemium services for the app industryThursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
App Annie IntelligenceThe most accurate estimates available for app stores
!CompeGtor Strategy Follow compeOtors and calculate market share
InternaGonal Strategy Plan internaOonal expansion based on ROI, growth trends
Product PorIolio Strategy Understand what kinds of IP are commercially successful
MoneGzaGon Strategy Know what moneOzaOon strategies actually work
Ad Buying Strategy How many downloads to get into Top 25?
Subscribed by 7 of the Top 10 iOS publishers worldwide!Thursday, September 27, 12
Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Agenda
1. About App Annie
2. Just how Big is iOS Market?
3. Seasonal Trends on iOS
4. iOS versus Google Play: Who is winning in US, Europe, and Japan?
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Based on App Annie Intelligence worldwide data, Overall Category, July 2012
1. United States
2. China
3. United Kingdom
4. Japan
5. France
6. Germany
7. Canada
8. Australia
9. Italy
10. Russia
11. Mexico
12. Saudi Arabia
13. South Korea
14. Thailand
15. Brazil
16. Netherlands
17. Taiwan
18. Spain
19. Turkey
20. Sweden
Top Countries WW for iOS Market
1. United States
2. Japan
3. United Kingdom
4. Australia
5. Canada
6. Germany
7. France
8. China
9. Russia
10. Italy
11. Switzerland
12. Netherlands
13. South Korea
14. Brazil
15. Sweden
16. Spain
17. Norway
18. Mexico
19. Taiwan
20. Denmark
DOWNLOADS7 of Top 20 are European
Downloads Revenues
REVENUES10 of Top 20 are European
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
APAC vs Europe vs US on iOS Market
Based on App Annie Intelligence worldwide data, All Categories, July 2012Countries Included: Top 14 APAC countries, Top 9 European countries and US
Revenues
APAC35%
Europe18%
APAC44%
Europe22%
Downloads
Europe dwarfed by US and APAC
US47%
US34%APAC$
43%$
Europe$21%$
US$36%$
APAC$32%$
Europe$24%$
US$44%$
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Revenue per Download for iOS Market
Based on App Annie Intelligence worldwide data, All Categories, July 2012
Europe moneGzes generously but behind Japan and US
$0.59&
$1.82&
$0.83&
$0.61& $0.61& $0.58& $0.55&$0.43& $0.38& $0.35&
$0.10&
$0.00$$0.20$$0.40$$0.60$$0.80$$1.00$$1.20$$1.40$$1.60$$1.80$$2.00$
WW&
Japan&
Australia&
United&Kingdom&
United&States&
Germany&
France&
South&Korea&
Spain&
Italy&
China&
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Revenue of #1 Top Grossing App across Countries
The top app in the US makes most moneyJapan not far behind due to very high ARPU
Based on App Annie Intelligence worldwide iOS data, Overall Category, July 2012
*
Index
* Set iOS US Revenue as Index=100
0"
20"
40"
60"
80"
100"
120"
United'States'
Japan' United'Kingdom'
France' Australia'Germany' Canada' China' South'Korea'
Russia'
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
(in Alphabetical order)• KAMAGAMES (RU) • Mojang (SE)• PlayOka (IL)• Rovio (FI)• SQUARE ENIX (JP)
• CAPCOM (JP)• Game Insight (RU)• Gameloc (FR)• GREE (JP)• GungHo (JP)
Percentage of revenue in US:• Range = 0% to 61%• Average = 25%
Based on App Annie Intelligence Worldwide EsFmated Revenues, Game Category Q2 2012
Top global game publishers are making very licle money in US
Top 10 Non-US Game publishers by Revenues on iOS
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Top 10 US Game publishers by Revenues on iOS
• Pocket Gems• Storm8• TinyCo• Z2Live• Zynga
• Backflip Studios• Disney• Electronic Arts• Glu Games• Kabam
Percentage of revenue outside of US:• Range = 36% to 83%• Average = 54%
(in AlphabeOcal order)
The top US publishers make more than half their revenues outside of US
Based on App Annie Intelligence Worldwide EsFmated Revenues, Game Category Q2 2012
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
iOS Games: Key Trends
APAC is challenging the US and 2x Europe in downloads and revenues
Many of the top game publishers are making most of their revenue outside the US
Japan’s “revenue per download” is more than 3x of W. Europe
Tectonic Shifts in the App Store Globe
Thursday, September 27, 12
Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Agenda
1. About App Annie
2. Just how Big is iOS Market?
3. Seasonal Trends on iOS
4. iOS versus Google Play: Who is winning in US, Europe, and Japan?
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
0"
50"
100"
150"
200"
250"
300"
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
US:$iPhone$Download$and$Revenue$Trend$ Download" Revenue"
Device, carrier launches and seasons have significant effect
* Set July-‐2010 Rev and Download Data as index=100
Based on App Annie Intelligence United States EsFmated Revenues, 2010 July-‐2012 July
X’masiPhone 4Launch Verizon
ReleaseiPhone 4S
VerizonReleaseiPhone 4
*
X’mas
SprintRelease
iPhone 4S &iPhone 4 CDMA
iPhone 4SLaunchiOS 5
Release
iPhone revenues grew 2.5x in 2 years
Revenues outgrowing downloads
+147%
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
0"
100"
200"
300"
400"
500"
600"
700"
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
US:$iPad$Download$and$Revenue$Trend$ Download" Revenue"
Based on App Annie Intelligence United States EsFmated Revenues, 2010 July-‐2012 July
iPad 2 Launch
Verizon Released
* Set July-‐2010 Rev and Download Data as index=100
New iPad Launch
X’mas
*
X’mas
Device, carrier launches and seasons have significant effect
iPad revenues grew 4x in 2 years
Downloads outgrowing revenues
+335%
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Seasonality in US: Key Trends
Long-term seasonal trends are key to a game publisher’s distribution strategy
Device and carrier launches can drive up to a 50% increase in app store downloads and revenues
Christmas periods exhibit up to a 50% month-on-month increase in revenues
iPad’s revenue growth has been twice the rate of iPhone’s(over last 2 years)
Thursday, September 27, 12
Ⓒ App Annie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Agenda
1. About App Annie
2. Just how Big is iOS Market?
3. Seasonal Trends on iOS
4. iOS versus Google Play: Who is winning in US, Europe, and Japan?
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
34%
Download
41%
13%23%
iOS versus Google Play
Based on App Annie Intelligence -‐ Japan, Europe and US data, All Categories July 2012
Revenue
Google Play shares almost same proporGon in US and EuropeiOS is parGcularly strong in Japan.
Europe5%#
70%#
25%#14%$
51%$
35%$13%$
56%$
31%$
8%#
63%#
29%#25%$
44%$
31%$ 26%$
43%$
31%$
iPad% iPhone% Google%Play%
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Based on App Annie Intelligence APAC, Europe and US data, All CategoriesJan 2012 -‐ Jul 2012
Fastest Revenue Growth Countries
Asian countries grow fastest, followed by European countries
136%%
138%%
138%%
150%%
154%%
0%% 50%% 100%% 150%% 200%%
Belgium%
Netherlands%
Sweden%
Thailand%
Japan%
139%%
141%%
145%%
170%%
179%%
0%% 40%% 80%% 120%% 160%% 200%%
Belgium%
Netherlands%
Sweden%
Japan%
Thailand%
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Fastest Download Growth Countries
Based on App Annie Intelligence APAC, Europe and US data, All CategoriesJan 2012 -‐ Jul 2012 Asian countries growing the fastest
109%%
124%%
135%%
135%%
139%%
0%% 40%% 80%% 120%% 160%% 200%%
Belgium%
Philippines%
Thailand%
Vietnam%
Indonesia%
96%$
115%$
121%$
131%$
146%$
0%$ 40%$ 80%$ 120%$ 160%$
China$
Philippines$
Vietnam$
Thailand$
Indonesia$
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Top Categories by Revenue for Games
Based on App Annie Intelligence -‐ Japan, UK, US data, Games Category July 2012
1 Simulation Arcade
2 Role Playing Casual
3 Adventure Cards
4 Strategy Brain
5 Action Sports
1 Simulation Arcade
2 Adventure Casual
3 Action Cards
4 Arcade Brain
5 Strategy Sports
1 Role Playing Casual
2 Adventure Arcade
3 Card Cards
4 Puzzle Sports
5 Simulation Brain
Card and Brain games high on the revenue charts for Google PlayiOS dominated by more sophisGcated gaming IP
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Top Categories by Download for Games
Based on App Annie Intelligence -‐ Japan, Europe, US data, Games Category July 2012
1 Action Arcade
2 Arcade Brain
3 Puzzle Casual
4 Adventure Cards
5 Family Racing
1 Action Arcade
2 Arcade Brain
3 Puzzle Casual
4 Simulation Sports
5 Family Racing
1 Action Casual
2 Arcade Arcade
3 Puzzle Brain
4 Kids Cards
5 Adventure Sports
Similar category trends across countries and plaIorms
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
iOS vs Google Play: Key Trends
Google Play sOll generaOng 1/3 revenues compared to iOS
iOS parOcularly strong in moneOzaOon and growth for Asia
iOS moneOzing through more sophisGcated Otles
Thursday, September 27, 12
CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE Ⓒ AppAnnie 2012 CONFIDENTIAL PROPERTY OF APP ANNIE - DO NOT DISCLOSE
Socilaity Rocks!Kiev - September 27th, 28th
Get free app store stats
www.appannie.com
Thursday, September 27, 12