February 2013 Thriving in the Mobile First Economy Richard Firminger, GM, EMEA Before I start. Topics Flurry Background and Services App Consumption Trends WW Freemium, Virtual Goods, Advertising & ARPDAU Loyalty Matrix by Games Genre 850M Monthly Unique Users Number 1 Mobile Reach Flurry Track Record Number 1 Analytics 95K Application Developers 290K Applications 74B Monthly Unique Sessions 130M Monthly Clips Number 2 Ad Network Publishers: Direct, Indirect, desk-traded ad monetization Advertisers: Ad effectiveness, measurement and ROI analysis Built-in network effects Flurry Two-Sided Advertising Platform Worldwide in-application events measured by Flurry (billions) Unstoppable Market Growth Source: Flurry Analytics, May 2008 November 2012, Billions iTUNES APP STOREGOOGLE PLAY Competition for Consumers Continues to Increase Over 1.4 million available apps on iOS and Android Sources: Google, Apple; number in thousands Active smartphone & tablet devices Addressable Market to Surpass 1 Billion Next Year 23 M 76 M 331 M 800 M 1.1 B Source: Flurry Analytics Total Addressable Market Aggressive: 5B WW Mobile Device Owners Conservative: 2B WW Adults, Middle Class or higher Upside: Smartphones dropping prices, especially Android Tablets little replacement, mainly new; sub for PCs Connected TVs to be shipped Reference: 2.3 Billion Internet Subscribers today Source: Flurry Analytics active devices Oct 2012 Top Countries by Active iOS & Android Devices (millions) A Global Phenomenon Source: Flurry Analytics, Oct 2011 Oct 2012, countries with at least 500k active devices as of Oct 2011 Fastest Growing iOS & Android Markets by Active Devices 30+ Countries Doubled in Last 12 Months Source: Flurry Analytics UNITED STATES (TOP RANK)REST OF TOP 10 (RANKS 2 9)REST OF WORLD 48% 25% 27% 29% 32% 39% App Economy Expanding Internationally Distribution of iOS and Android App Sessions Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics Mobile Applications Web Browsing Television How Mobile Stacks Up Against TV and The Web Web vs. Mobile App vs. TV Consumption, Minutes per Day SmartphonesTablets Tablet Usage More Games & Entertainment Oriented Time Spent per Category, Smartphones versus Tablets App Revenue Is Scaling Billions Source: eMarketer, Mary Meeker (KPCB) 129% CAGR Virtual Goods Advertising ARPDAU among top 1,000 grossing iOS free-to-play games Gaming: Money, Midcore and Maturity Sep 2011Sep 2012 Source: Flurry Analytics, 480 free-to-play games Under $0.25, 53% $ $ % Over $0.75, 15% Under $0.25, 82% $ $ % Over $0.75, 3% Loyalty by Application Category Mobile Game Loyalty Matrix (Freemium, iOS) Mobile Game Age & Gender Matrix (Freemium, iOS) February 2013 Thank you