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Day2 1330 cook_new
1.
Mobile Monetization
October 2011 Confidential –CONFIDENTIAL © 2011 Not for Distribution 1
2.
© 2011 CONFIDENTIAL
2
3.
Strong Monetization
© 2011 CONFIDENTIAL 3
4.
© 2011 CONFIDENTIAL
4
5.
Mobile is 44%
of DAU. What Percent of Revenue? Android has 60% more DAU than iPhone. Signing Up Users 2:1 vs. iPhone © 2011 CONFIDENTIAL 5
6.
The myYearbook User
is Addicted to Mobile © 2011 CONFIDENTIAL 6
7.
Majority of Activity
Will Soon Be Mobile • Mobile now accounts for over 47% of all logins, up from virtually 0 in the first half of 2010. Over 60K installs per day across our network of apps. © 2011 CONFIDENTIAL 7
8.
Mobile Users Are
Even More Engaged • Android and iPhone users visit for shorter periods of time, but much more often, resulting in more daily time spent per user than on the web – over 20 years’ worth of minutes on Android alone, every day! © 2011 CONFIDENTIAL 8
9.
Why Are They
So Engaged? • Cross-platform games facilitate social discovery anytime, anywhere • Activity of the always-on mobile user helps drive engagement and monetization on the web © 2011 CONFIDENTIAL 9
10.
Mobile as a
New User Acquisition Stream • 1 out of every 4 myYearbook registrations comes via mobile apps – And mobile signups are significantly less likely to churn! • In the end, about 1 out of every 3 newly engaged myYearbook users found us via the App Store or Android Market • We expect this proportion to continue growing as smartphone and tablet penetration increases in our target demographic © 2011 CONFIDENTIAL 10
11.
The Catch
What’s a mobile user worth? About 15% of a web user, in terms of monthly ARPU WHY? © 2011 CONFIDENTIAL 11
12.
Mobile Display Ad
Market Isn’t There Yet Advertisers Are Spending Like It’s 1997 © 2011 CONFIDENTIAL 12
13.
Plenty of Smart
People Trying to Crack the Nut © 2011 CONFIDENTIAL 13
14.
So How Are
Mobile Game Publishers Making Money? • In-App Purchases, Paid Apps, Advertising Up to $10.9 million last $9.4 million last quarter quarter $57 million last quarter $5.6 million last quarter $16 million last quarter Source: http://www.insidemobileapps.com/2011/08/08/quarterly-earnings-2q-1q-mobile-gaming/ © 2011 CONFIDENTIAL 14
15.
Source: http://techcrunch.com/2011/10/18/mary-meekers-2011-presentation-on-internet-trends-slides © 2011
CONFIDENTIAL 15
16.
In-App Purchases Increasingly
Outperforming Paid Apps • More than 65% of iOS app revenue attributed to Freemium games Source: http://blog.flurry.com/bid/65656/Free-to-play-Revenue-Overtakes-Premium-Revenue-in-the-App-Store © 2011 CONFIDENTIAL 16
17.
Over Half of
Top Grossing iOS Games Are Freemium Graphic showing games with in-app purchases © 2011 CONFIDENTIAL 17
18.
Taking Synchronous Multiplayer
to Mobile Synchronous Gaming Engine Acquired Games 3M+ installs • Acquisition of Flock Multiplayer Engine paves the way for suite of synchronous 1.5M+ installs multiplayer games on mobile • Meet people in synchronous games from anywhere! 600K+ installs • Cross platform 500K+ installs © 2011 CONFIDENTIAL 18
19.
The Formula: One-Tap
Purchase • Virtually every iPhone user has a credit card on file with iTunes, enabling a frictionless one-tap purchase flow © 2011 CONFIDENTIAL 19
20.
Android Can’t Compete
(Yet) • Comparatively onerous payment process on Android is clearly impacting monetization rates vs. iPhone apps © 2011 CONFIDENTIAL 20
21.
Both Platforms Must
Improve Internationally • Both iOS and Android are overly reliant on a faulty expectation that everyone has a credit card – need to support popular local payment methods, especially in countries with much smaller advertising markets Konbini © 2011 CONFIDENTIAL 21
22.
Mobile Offer Walls
Help Drive Monetization © 2011 CONFIDENTIAL 22
23.
But the Pay-Per-Install
Model is Unavailable on iOS © 2011 CONFIDENTIAL 23
24.
Incentivized Mobile Video
Ads Poised for Growth • Premium placements command premium CPMs • Avoids screen size constraints • Guaranteed eyeballs • Plugs into social app ecosystem: • Facebook • Twitter • SMS • Available on all platforms © 2011 CONFIDENTIAL 24
25.
myYearbook’s Social Theater
Goes Mobile in 2012 © 2011 CONFIDENTIAL 25
26.
Source: myYearbook Internal ©
2011 CONFIDENTIAL 26
27.
Still a Huge
Opportunity for “Traditional” Display Ads • Only 3% of consumers are spending their money on in-app purchases • Advertising can monetize the other 97%-- at a lower rate, but one that will improve with time © 2011 CONFIDENTIAL 27
28.
Mobile Potential
Source: http://techcrunch.com/2011/10/18/mary-meekers-2011-presentation-on-internet-trends-slides © 2011 CONFIDENTIAL 28
29.
Translation: Be Mobile
or Be Irrelevant Source: Survey of 3,000 myYearbook users © 2011 CONFIDENTIAL 29
30.
Passive Watching of
Television is Over © 2011 CONFIDENTIAL 30
31.
But Wait –
Everyone Knows Mobile Ads Don’t Convert! What’s the ROI of your mom? Hard to measure doesn’t mean nonexistent. Source: Gary Vaynerchuk © 2011 CONFIDENTIAL 31
32.
Advertisers Should Be
Excited About Mobile • More Reach o Users are always on, always plugged in – now advertisers can reach them more often than they ever could before • More Context o Mobile is a higher-quality touch point o Target based on interests, social graph, location o Point-of-sale capabilities developing • More Expectations o Increasingly, users expect their web experience to transition seamlessly onto their mobile phones o No patience for apps and brands that aren’t available everywhere © 2011 CONFIDENTIAL 32
33.
The Next 12
Months • Smartphone penetration to increase • We expect mobile monetization to improve on all fronts • New platforms will emerge (e.g. Amazon Kindle Fire), forcing publishers to make tough choices about where to invest resources. • New user acquisition? Potential for monetization? • Apple and Google continue to improve their offerings around payment, especially internationally © 2011 CONFIDENTIAL 33
34.
Smartphone Penetration to
Increase Source: myYearbook Internal © 2011 CONFIDENTIAL 34
35.
Android In-App Billing
Will Get Easier • Expect Google to encourage users to create a billing profile on activation of a new phone or download of the first app © 2011 CONFIDENTIAL 35
36.
New Players Will
Emerge That Solve Seamless Payments on Mobile Devices • Amazon is already working on an In-App billing SDK for mobile • 1-Click shows they understand frictionless payments • Ability to strike large deals with handset makers and market their own tablets © 2011 CONFIDENTIAL 36
37.
Handset Makers Will
Partner with Billing Providers • Expect handset makers, carriers, and billing providers to work together to improve the payment process – Reduced friction – More options for consumers – Friendlier terms for publishers © 2011 CONFIDENTIAL 37
38.
Further Innovation Around
Ad Units In-Game Branding Premium Expandable Ad Units © 2011 CONFIDENTIAL 38
39.
It Will All
Come Together • Smart phone proliferation continues • Mobile advertising growth explodes • Mobile payments become frictionless on all leading platforms • Location promise is realized • Marketers key in on social and location context to drive people to point of sale © 2011 CONFIDENTIAL 39
40.
Any Questions?
@geoffcook gcook@myyearbook.com © 2011 CONFIDENTIAL Confidential – Not for Distribution 40
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