Mobile apps from discovery to monetization
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Mobile Apps: From Discovery to Monetization. Eric Sternbach Astex - 2014. Discussion Topics. Mobile First It’s an App World Monetization Options The Discovery Challenge. Smart Phones over take Desktop . (Insert icon of Pie Chart with 90% mobile devices and 10% Desktop/Laptop).

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Mobile Apps: From Discovery to Monetization

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Mobile Apps: From Discovery to Monetization

Eric Sternbach

Astex - 2014


Discussion Topics

  • Mobile First

  • It’s an App World

  • Monetization Options

  • The Discovery Challenge


Smart Phones over take Desktop

(Insert icon of Pie Chart with 90% mobile devices and 10% Desktop/Laptop)


It’s an App World


Where We Spend Our Time


Monetization – Advertising and In-App Purchases

  • 2013 E

2012


MonetizationBanner Ads


Mobile Ads – In AppNative Ads


In App CPMs

The Difference - Targeting


Advertising Money behind Time Spent

Mobile App Ad Revenue to Exceed PC Display Revenue 2017


In App Purchase Model

Subscription Model

$1 Per Year Per User

In App Purchase Model

Estimated $3.40 ARPU


The Challenge: App Discovery

1 Million Apps in the App Stores

20,000 new apps every month


Paid Acquisition – Cost Per Install vs. Average Revenue Per User

  • Optimize In-App Purchases

  • Understand the Life Time Value (LTV) by Source

  • Need capitalization for marketing


Convert Mobile Web Traffic to App Downloads


Summary

  • It’s an App World

  • Advertising revenue will continue to grow

  • In App Purchases dominate monetization

  • App Discovery will be increasingly challenging

  • Challenge: ARPU>CPI

  • Move web traffic to app installs


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