Apps: New Ad channel or passing fad? Patrick Mork VP Marketing

June 2009

A word from our sponsors…

•  World’s largest, independent apps store since 2004 with over 450 million downloads done to date (1 million downloads every single day)

•  Truly cross platform app store with over 46,000 apps for all major platforms on more then 1300 handsets

•  The only app store grounded on a real developer eco-system including over 200,000 developer accounts and over 35,000 active beta testers

•  Funded by premier investors Accel Partners (investors of Facebook, Real, Admob, Brightcove…)

The app market

Why are consumers downloading apps?

Market research Mar09 – 5,000 respondents

•  Always have phone with me 34% •  Pass the time 28% •  As a way to relax 9% •  I don’t have access to a computer 7% •  Entertainment 7% •  Don’t have access to the Internet 6% •  Don’t have any other form of entertainment 5% •  Use for work 4%

Who is downloading apps?

Age

Less than 10 11-17 18-24 25-34 35-44 over 44

When are people using apps?

27%

32%

17%

12%

Repeat usage isn’t an iPhone phenomena

What is being downloaded?

35k last week 1.3M to date

200k last week 16.4M to date

196k last week 5M to date

466k last week 15.7M to date

86k last week 1.8M to date

(*all downloads in 000’s)

80k last week 722k to date

How do you make money from apps?

Should you jump onto the bandwagon?

• Promotional or brand building? • Free or paid? • Niche or mass market? • Developed or emerging markets? • Translating brand values…

How to do it right: The Fanta Stealth Sound System

• Ogilvy UK • Coca-Cola – Fanta • App uses ultra hi-freq noises to let teens communicate in secret • Distributed on cans of Fanta, wap.fanta.eu, GetJar… • 120k dl’s on GetJar – 6 wks

In closing…

•  Apps are booming and are here to stay

•  Apps are more then just for smartphones

•  Apps can be a very engaging way to communicate with consumers

•  Consumer understanding and campaign objectives are key

•  Distribution should be free and can be done globally or regionally

Thank you! Patrick Mork

VP Marketing – GetJar patrick@getjar.com

GetJar Inc 1500 Fashion Island Blvd. Suite 209

San Mateo, California 94404, United States

www.getjar.com