Slides from the presentation on "App Affiliate Marketing" by Jascha Samadi, Managing Director and Co-Founder of apprupt.

1. App Affiliate Marketing
From Users‘, Mobile Publishers‘ and Developers‘ Perspectives
Barcelona, June 17th 2010
Distinctions:
As seen on:
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2. The Users‘ Perspective
The Challenge of App Discovery
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com

3. Users struggle to discover relevant applications in a flooded marketplace.
?
“There’s no way Apple could prominently present these 36,000 applications to users without overwhelming
them…nobody is going to find your app on their own.”
Jason Kinkaid, Techcrunch.com, April 2009
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com 3

4. The most common ways to discover apps are search and browsing.
How do you discover the apps you decide to download?
(check all that apply)
70%
60%
50%
40%
30% 62% 60%
46%
20%
30%
10% 19%
13%
10%
0%
Searching for a Browsing through Word of mouth See ads while using Press/news articles A brand I know Other
specific type of app top app store (recommendations other apps or blogs introduces an app
rankings from friends or and reaches out to
colleagues) me
Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009
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5. For mobile users app discovery should take place at mobile points-of-interest.
App Market Mediator Mobile Web / P-O-I
Aggregation Segmentation Recommendation
Finance
?
Filter
Lifestyle
App Developer User
Games
Sports
Structure News
Social
Network
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6. The Publishers‘ Perspective
Monetizing Mobile Traffic – Increasing Customer Loyalty
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com

7. Mobile destinations struggle to make money from growing mobile traffic.
?
iPhone users spend 80 minutes per day using apps
admob App Usage Survey, February 2010
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8. Apart from mobile display ads, publishers have few means to make money.
?
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9. Publishers can now open up their own app shop and start selling apps.
visit with visit with visit with
your iPhone your iPhone your iPhone
T-Online menshealth. FT Germany
App de App
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10. Users discover relevant apps at the P-O-I and are directed to the App Store.
visit with
your iPhone
via
m.ftd.de
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11. Contextual app recommendations push apps to mobile users‘ attention.
!
!
!
!
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12. ADVERTISING a mobile application is not SELLING an application.
≠
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13. The difference between advertising and selling apps: customer loyalty.
“I also compared it with Stern and n-tv and I have to admit that I am really excited
about the FT Germany iPhone app...They even provide recommendations for
new apps, which is great.”
iTunes Customer Review,
FTD.de iPhone Application, January 2010
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14. The Developers‘ Perspective
Increasing ROI and Downloads
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com

15. Visibility and accessibility will be major challenges for app vendors.
Major challenges in the market from a developer‘s perspective
How to get seen with my app... ...without burning cash!
“There’s no way Apple could prominently present these 36,000 applications to users without overwhelming
them…nobody is going to find your app on their own.”
Jason Kinkaid, Techcrunch.com, April 2009
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com 15

16. (App) affiliate marketing is all about performance: spend less than you earn.
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17. Does your customer lifetime value look like this?
EUR 0.79 App = EUR 0.55 / Download
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18. As a developer you need to aquire users efficiently without burning cash...
...but first get your product right!
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19. Developers generally have two ways to get their apps listed with apprupt.
A.
Affiliate Programme
Based on relevance and
preferences of publisher‘s users
CPI based
B.
Premium Campaign
Highlighted and promoted in
publisher‘s top / recommended
category
CPC based
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com 19

20. apprupt Analytics provides developers with extensive marketing know-how.
“All of my traffic goes straight to the App Store and I have no idea what drives it or how to influence it.”
iPhone developer, appstorehq.com
apprupt Performance Analytics
Developers are enabled to:
 manage and track performance
of marketing campaigns
 analyze success and outcome for
each app and each channel
© 2010 apprupt GmbH • www.apprupt.com • js@apprupt.com 20