TCN - Mobile Fast Track

Marketing and Distribution Nutter McClennen

November 5th, 2012

Ryan Moore – Decade of Mobile Investing Partner, Technology Group, Atlas Venture

Ryan Moore is a Partner in the technology group at Atlas Venture.  He joined Atlas in 2011 and focuses on emerging web service companies that make the lives of

consumers better and help any size business perform better. Before joining Atlas, Ryan was a General Partner at GrandBanks Capital, which he co-founded  in 2000.  At Grandbanks Capital, Ryan served on the boards of Enpocket, which was sold to

Nokia Corporation in October 2007,and Where (formerly known as uLocate Communications), which was sold to eBay in April 2011.  Ryan also served as the

lead investor in Achievers.com, First Coverage (sold to TIM Group), Insight Squared, Nexage, Vela Systems (sold to Autodesk in June 2012), Savored.com (sold to

Groupon in September 2012) and Vivox.

Agenda – Marketing and Distribution

•  Paid Channels

•  Ad networks vs PPI Networks

•  Incentivized vs Non-incentivized Traffic

•  Organic Acquisition Methods

•  Emerging Channels

•  Cross Promotional Developer Networks

•  Rise of App Walls

App Discovery – Mutually Frustrating for Consumer and Developer

750,000 Apple Apps 400,000 Android Apps

Paid Acquisition – Mobile Ad Networks

• Largest Mobile Ad Networks •  Jumptap, Fiksu, Admob (Google), Millennial, Mojiva

•  Key issue – Scale gets you attention

•  Ad Mediation/Aggregators

•  Nexage, Smaato, Mobclix, Admarvel, Burst.ly

•  Key issue – Price is manageable, Performance is volatile

•  Incentivized Installs – PPI Networks

•  Tapjoy, Burst.ly, G6Pay, W3i, Flurry Appcircle

•  Key issue to consider – Traffic Quality

Paid Acquisition – Best Practices •  Use Portfolio Approach

•  Accurate measurement and analytics are more important than traffic source

•  Quality of Creative and Call to Action are critical

•  Understand unit economics of a app user

•  Be wary of changing rules incentivized install landscape (iOS banned)

Organic Acquisition – Search Optimization

•  Web search engine optimization – it still works

•  Local Case Study – – 1m in Jan ‘10, 20m in Jan ’12

•  Content Marketing for Bootstrappers – WriterAccess, TextBrokers

• Mobile SEO – App Store Optimization

•  56% of consumers search in app store (2nd behind rankings)

•  ASO 101 Tip List

•  App Name; iTunes keywords, External Review sites (148Apps, AppHero), # of ratings matters (friends and family)

•  ASO for Bootstrappers – Searchman, ASO Ninja

Emerging Channels – App Developer Networks •  Internal Cross-Promotional or Direct Cross Promotional with other Apps

•  Cross Promotional within Network –

•  Cross Promo with other Apps – Emerging Players

Emerging Channels – Rise of App Walls •  Replicating Early Web Directory Services

•  App Discovery as an App

•  Appia, AppWall, Appdream, AppHero