2. Introduction to Laith Al-Janabi
Developer Alliances Manager-
Western Europe, Vserv.Mobi
• UK based
• Heads up developer alliances and relations across Western
Europe (3+ Years)
• Over 13 years experience in Morgan Stanley Europe’s
Technology and Client Relationship Management Units
• Diverse and Extensive Retail/Online Sales & Marketing
experience
3. Awards & Recognition
Products:
• AudiencePro - Mobbys 2013
• AppWrapper - mBillionth South Asia 2013
Leadership:
• Mobile Professional of the Year – Mobbys
• #22 on Business Insider’s Most Important
People in Mobile Advertising
• #22 on India’s First Digital Power 100 –
Impact
• WAT Award – Mobile Entrepreneur of the Year
Company:
• Media Company of the Year - MMA Smarties
• Red Herring Top 100 - Asia
• Fastrack Top 20 Startup – Techcircle
• Fastest Growing Company in the Portfolio –
IDG Ventures
4. Research & Insights
BRIC SE ASIA LATAM
EUROPE MID EAST AFRICA
• Brazil
• China
• India
• Russia
• Indonesia
• Malaysia
• Singapore
• Thailand
• Vietnam
• Argentina
• Chile
• Columbia
• Mexico
• Venezuela
• France
• Germany
• Italy
• Spain
• UK
• Egypt
• Jordan
• Saudi Arabia
• Turkey
• UAE
• Ghana
• Kenya
• Nigeria
• South Africa
• Uganda
6. 31 Billion Ad Requests Per Month
*Q4, 2013
LATAM AFRICA
MID EAST
INDIA
SE ASIA
7. HOW DEVELOPERS MAKE MONEY
1 Charge users
Paid download / In-App Purchase
• Pros
– Immediate and more predictable revenue
– Leverage new content for Monetisation & keeping
users active
• Cons
– Reduces reach
– Need a trial mechanism
– Piracy
– Income not guaranteed with IAPs, ~2-10% users pay
– Can’t monetize emerging markets
8. HOW DEVELOPERS MAKE MONEY
2 Deals with Handset manufacturers
• Pros
– Increases Distribution
– Prominent position
– High chance of downloads with merchandising &
marketing
• Cons
– It’s a niche space
– Harder to do deals with large OEM
– Long process to obtain approval
9. HOW DEVELOPERS MAKE MONEY
3 Sell via Content Providers.
Revenue share based deal to sell via Telco billing (prepaid balance / postpaid bill)
• Pros
– Leverage Operator billing to reduce billing friction
• Cons
– May need an additional build
– Need to build a relationship with Content Providers
10. HOW DEVELOPERS MAKE MONEY
4 Ad based monetization
App for FREE to user + show Ads to users and earn lots of money
• Pros
– Maximum Reach
– Open Ecosystem: Select best Network
– It’s a gift that keeps giving
• Cons
– Needs critical mass
– May annoy users if used intrusively
12. Understand your Target User
Emerging Markets
• Can’t/won’t pay
• Prefer function over form
• First time Internet users
Developed Markets
• Shell out cash more easily
• Form over function
13. Paid App Users <3 Free
Free Apps
Paid Apps
App store Distribution
15. Hybrid Model
Single app with both In-App Ads and In-App payments1
PAID:
In-App
Payment
FREE:
Ads based
revenue
Combine
Free and Paid Models
16. Rich Ad Formats + Placement
Billboard ads on launch and exit, just like a magazine2
COVER PAGE BACK PAGEMAGAZINE
17. Rich Ad Formats + Placement
Billboard ads on launch and exit, just like a magazine2
ANY
APP
LAUNCH AD EXIT AD
18. World’s Simplest
App Monetization!
1 2 3
AppWrapped!Developer’s App AppWrapperTM
YOUR
APP
Works with
existing app file
Enables Ads
in 1 Click!
Creates NEW inventory
for additional revenue
(in less then1 minute!)
Innovative AppWrapper™ Technology
19. Super Innovative. Super Simple. Super Powerful.
NEW Premium
Placement
Ad Inventory
ANY
APP
EXIT AD:
Featured on
exiting the App
LAUNCH AD:
Featured before
APP starts
19
21. HIGH FILL
BUT
LOW eCPM
REGULAR MEDIATION TAKES AWAY MONEY
60% share 60% share
$100
$60 $36
Hybrid Mediation
Increase eCPM, fill rates and manage networks server side3
22. Hybrid Mediation
Increase eCPM, fill rates and manage networks server side3
OWN AD SALES
Direct Ad Sales Team
1
CHOOSE NETWORKS
Setup & get paid directly by Ad
Networks of your choice
2
REST OF NETWORKS
Aggregation of long tail Ad Networks
3
HOUSE ADS
Leverage your user base to promote
your new apps
4
eCPMHIGH FILL
+
HIGH eCPM