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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

Mobile Apps: From Discovery to Monetization

Eric Sternbach

Astex - 2014


Discussion topics
Discussion Topics

  • Mobile First

  • It’s an App World

  • Monetization Options

  • The Discovery Challenge


Smart phones over take desktop
Smart Phones over take Desktop

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


It s an app world
It’s an App World




Monetization banner ads
MonetizationBanner Ads



In app cpms
In App CPMs

The Difference - Targeting


Advertising money behind time spent
Advertising Money behind Time Spent

Mobile App Ad Revenue to Exceed PC Display Revenue 2017


In app purchase model
In App Purchase Model

Subscription Model

$1 Per Year Per User

In App Purchase Model

Estimated $3.40 ARPU


The challenge app discovery
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
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



Summary
Summary Per User

  • 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