1. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Brand & Apps: A New Horizon Ahead… Fabien-Pierre Nicolas VP Marketing, App Annie Mobilenomics Summit Deer Valley, Utah – June 2015 Follow us @AppAnnie

2. Brand Apps: A New Horizon Ahead… 1.Smartphones are everywhere and brands are jumping in! 2.Converting your brand to mobile, first steps. 3.From “Fire & Forget” to sustained engagement.

3. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 The Opportunity is Huge 2 billion smartphones worldwide Over $17 billion in app store revenue in 2014 Over 6.8 million apps tracked on app stores

4. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Mobile Consumer Engagement is Growing  3 hours per day for adults 18+, already on par with Internet*. Next in line: TV. *: eMarketer, Share of time per day with major media (April 2014).Share of time per day with major media (April 2014) US Consumer, Share of Time and Ad Spend

5. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Major Brands Are (Now) Leading the Charge  Big brands with apps over 10MM installs & large active user bases  Major companies, born in the TV or web ages, trust us F&B Media/ Entertainment JP, UK Globally Retail Major Brands (Food, Retail, Tech…) US

6. Brand Apps: A New Horizon Ahead… 1.Smartphones are everywhere and brands are jumping in! 2.Converting your brand to mobile, first steps. 3.From “Fire & Forget” to sustained engagement.

7. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Define Your M.V.P. (“Mobile Value Proposition”) Convenience Help solve a key pain point Examples w/ strong usage M.V.P  Key question #1: “What will keep my consumers coming back to my app?” Value Exclusive rewards or discounts Community Connect with other fans Refills Compare w/ other runners Payment Access Loyalty Price comparator Item in-store location My app will provide the fans of (Your Brand) with (Mobile Value Proposition) which represents for them a long-term added value we can provide better than anyone. Goals Setting Loyalty

8. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Benchmark Your Competition Usage Downloads  Key question #2: “What are my goals in terms of downloads and monthly active users?” Q: “How many DLs for my key competitors?” Q: “What are their reach & engagement metrics?” - Sustain 250K installs / month in the first 6 months with 50% organic users = (Budget) - Achieve 500K MAU (Monthly Active Users) with at least 5 sessions / week = (Engagement) Goals Setting

9. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Soft Launch Your App First… Phase 1 / Soft Launch Measure & Fix Key Issues Platforms Focus  Key question #3: “Is my M.V.P. viable and does my app work well?” Live Crash Test + Early Retention + Acquisition costs Phase 2 / Full Launch Scale your app & Refine the XP Long Term Retention + Engagement Phase 3 / Sustain Stay relevant & Maintain your scale New Features + Optimized Marketing Phase Up to 3 months for your app to be “ready to scale” The (Inconvenient) Truth…

10. Brand Apps: A New Horizon Ahead… 1.Smartphones are everywhere and brands are jumping in! 2.Converting your brand to mobile, first steps. 3.From “Fire & Forget” to sustained engagement.

11. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Mobile: Going from Gimmick to Service Mobile as a Gimmick Phase TV yearly budget Mobile product budget Mobile mktg. budget Large $10 M. -> $100 M+ Small & External $150k -> $500k None “The app will go viral!” Mobile as a Product Large $10 M. -> $100 M+ Internal + External $300k -> $1 M. Low & At Launch $150k -> $500k Print yearly budget Large $2.5 M. -> $25 M+ Lowered $2 M. -> $20 M+ Mobile as a Service Large $10 M. -> $100 M+ Fully Internal $1 M. -> $5 M.+ Lower $1 M. -> $10 M+ Sustained $1 M. -> $5 M.+ Business Impact None Hard to establish & Short lived Easy to track & Sustained

12. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Key Metrics to Focus on for Your Branded App Reach Type Engagement Retention MAU WAU DAU % total population And more! Metrics # of sessions / week Time per session Total time per user And more! Tutorial/log-in Short term (D1, D7) Long term (D30, D90) And more! Engagement winners

13. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Don’t Have the Time or Budget? Partner With Other Apps. Retail Me Not App Ibotta Shopkick Female, 35+ Gender & Age Apps They Like Female, 35+ Female, 25+  3 examples of apps targeting female shoppers with an existing large community & usage

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