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My attempt at fusing complex metaphors for Over-The-Top (OTT) content consumerism -- and the massive impact of the mobile App Economy. Hopefully, so Mobile Operators can easily understand (and benefit from) or at least open up to, the dramatic change sweeping them into places where consumers now wish to go; more especially in an "All You Can App" world. Can they embrace the new chemicals that fuel the World's increasing App Addiction?
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April 12, 2023 Page 1
Breaking Bad? How Operators can Make Good & Monetise the App Economy
Speaker: @ColinMiles, VP, InternetQ PLC. @InternetQ
April 12, 2023 Page 2
@ColinMiles @InternetQ @MEF @MoMoSingapore
The main “Suppliers” for this Presentation material
April 22, 2014
Why use Breaking Bad as an industry Metaphor?
Mobile Opportunity: The App Economy!
MEF’s “96%”: The Apps are on ‘every phone’
Will the Operators take the Breaking Bad route?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What are Operators doing on the App front?
What is the route to riches in the App Eocnomy?
Mary Meeker ‘App Industry’ Rev/Opportunity slides
April 12, 2023 Page 28
Mobile Marketing for Apps is now mission critical
102 billion Apps downloaded in 2013
So whatcha gonna do?
April 12, 2023 Page 29
Mobile Marketing for Apps is now mission critical
App Marketing: The right solution, at the right time!
A two-sided solution using “performance-based ads”
SDK installs by country
United States 12.8%
India 6.5%
Brazil 6.1%
Mexico 5.4%
Germany 3.2%
Thailand 3.0%
Saudi Arabia 2.8%
Russian Federation 2.6%
Italy 2.5%
Turkey 2.4%
246 millionSDK installs
3200active developers
Installed Base
Top Countries
Targeting Options
App Distribution by Category
Entertainment Games Live Wallpapers Personalization Utilities Other0%5%
10%15%20%25%30%35%
12%
31%
9% 7%
18%23%
Country
Operator
Language
Device Manufacturer
Network Type
Phone Model
OS Version
App Category
App Usage
Connecting advertisers with users in real time
» Advertisers can effectively set a goal such as a digital
product purchase (i.e. mobile application) from the end
users, at a predefined price based on a specific or open
budget
» Minimob optimizes the campaign to achieve this
goal, converts the consumers to paying users and utilizes available media inventory to achieve optimal profitability
Demand:Many of the world’s top MNOs, ad agencies, brands, game studios and media use Minimob
Supply:Handling 100 billion requests per month from ad exchanges and premium publishers
Most popular range of ‘Ad Units’
InterstitialsFull screen ads that captures attention and offer maximum screen estate.
NotificationsText or banner ads that show up on the notifications tray of the device.
Ad WallWindow containing multiple ads appears during natural app transition points.
Icon AdsShortcuts displayed as images on device desktop.
Top selling!
Performance-based Advertising eliminates LOSS
Time
Cost per Install
B
Target Price
LOSS
A
CPI
CPM/CPC
CPI CPM/CPC
Time to Market Fast Slow
Optimization Full Variable
Campaign Cost Low High
Performance-based Advertising eliminates LOSS
Why use Breaking Bad as an industry Metaphor?
What do clients think of Minimob?
