1. 8/21/20151 World’s Largest Independent Mobile Ad Network The Economics of Building an Advertising Supported App Business Sridhar Ranganathan VP Product Management

2. Mobile App Landscape Highly competitive iPhone App ecosystem is very lager Android is catching up Market dynamics change daily and hourly! 8/21/20152

3. The Opportunity Still huge opportunity for developers (long tail) Android eco-system is emerging fast Symbian and Blackberry have large installed base across the world Newer App Stores are emerging too! Top apps are worth millions of dollars 8/21/20153 Since its release, over 6.5 million copies of the game Angry Birds have been purchased.

4. Appsare ubiquitous in U.S. 8/21/20154 June 2010Dec 2009 63% of US mobile web users now have 3G and is growing. All data from comScore 3G Subscribers User Apps

5. Average: 51 Apps Downloaded A small segment of users have download 100s of apps from iTunes Product: iTunes Apps Tracker Data: March 2010 - Country: US 50% of downloader‘s 8/21/20155

6. 67% Have Paid for Apps 13% of all apps downloaded have been paid for. The average paid app cost $2.40 Product: iTunes Apps Tracker Data: March 2010 - Country: US 8/21/20156

7. Revenue Models: Overview Four different ways to make money 8/21/20157 Sponsorship In App Purchase Paid Download Advertising Each model has strengths and weaknesses Depending on the kind of App, some models are more appropriate than others Each model has strengths and weaknesses Depending on the kind of App, some models are more appropriate than others

8. Revenue Models: Paid Download Strength: Works best with gaming and utilities Weakness: Promotion is difficult 8/21/20158

9. Revenue Models: Advertising Strength: Can drive more revenue than paid Weakness: Requires large installed base 8/21/20159

10. Revenue Models: Sponsorship Strength: Great for niche apps Weakness: Not scalable 8/21/201510

11. Revenue Models: In App Purchase Strength: Requires loyal repeat usage Weakness: Difficult to achieve app loyalty 8/21/201511

12. Revenue Models: A Summary StrengthWeakness Paid Download Works best with Gaming, Utilities Promotion is difficult Advertising Can drive more revenue than Paid Requires large installed base Sponsorship Great for niche appsNot scalable In App Purchase Requires loyal repeat usageDifficult to achieve app loyalty 8/21/201512

13. Recommended Models GamingSpecialtyCommunityUtility Paid Download XX Advertising XXX Sponsorship X In App Purchase XX 8/21/201513

14. 8/21/201514 Try Combining Models Mix models depending on growth stage Experiment Take advantage of global markets

15. 8/21/201515 Android Distribution Channels Android Market Telco partnership Self sold Third party sites Handandgo, GetJar

16. 8/21/201516 Build a Business, not just an App Build a portfolio of Apps Create synergy between apps Use loss leaders to build brand Variable pricing Develop quality content Volume of apps also matters Take maximum advantages of social channels Exploit global nature of App market

17. 8/21/201517 Tipsfor Monetizing With Ads Test everything Use data to improve performance Experiment with ad placement Experimentwithad formats Try multiple ad networks Develop directly for ad verticals (cars, travel, finance, real estate, etc.)

18. 8/21/201518 Picking an Ad Network Some important questions: In what regions are you trying to monetize What platforms are you developing for Type of content: games, music, cars What level of reporting and analytics does the network provide you

19. Think Globally eCPMs vary globally but not by a big margin 8/21/201519 129 125 101 90 70 Index by region Sourced from our Nework

20. eCPMs Top 20 Countries 8/21/201520

21. 8/21/201521 The InMobi Ad Network Largest independent mobile ad network Multi-platform, including iOS Android Blackberry Symbian Live in 115 countries

22. 8/21/201522 Our Network North America 3.2 Billion Ad Requests North America 3.2 Billion Ad Requests Europe 1.8 Billion Ad Requests Europe 1.8 Billion Ad Requests Africa 2.8 Billion Ad Requests Africa 2.8 Billion Ad Requests Asia Pacific 11.5 Billion Ad requests Asia Pacific 11.5 Billion Ad requests Middle East 0.5 Billion Ad Requests Middle East 0.5 Billion Ad Requests Can offer ad monetization for developers in almost every region, globally.

23. Invictus Developer Profile InvictusGames is a leading game developer founded in 1992. Have games on many platforms including PSP, iPhone and PC Successful with their iPhoneFroggy Jump. Froggy Jump has over 3 Million downloads 8/21/201523

24. Invictus Monetizing Froggy Jump Invictus integrated InMobi along with other ad networks to monetize Froggy Jump InMobi outperformed others on monetization eCPMsincreased on average by 40%, nearly double that of other networks. "Set up was easy, and InMobi's online tools for publishers are very comprehensive", said Tamas Kazak CEO of Invictus. 8/21/201524

25. Simpaddico Developer Profile Founded by Adam Lewis and Alex Miyamura Started making apps in February 2009 –First app was a simple Rubik’s Cube App –100s of apps in Android Market and iTunes store –Self funded and profitable 8/21/201525

26. Simpaddico 8/21/201526 App Portfolio –8 Million app downloads –10 Million ad requests per month

27. Simpaddico 8/21/201527 App Concept Air Horn Most popular app –Simple concept –Sports/Event tie in –Not complex to program –Mobile specific experience Free with limited sounds Paid with additional sounds

28. InMobi World Developer Fund 8/21/201528 $2 Million World Developer Fund –Normally ad networks share revenue with publishers –We offer you 100% of revenue earned –Program lasts until the fund is gone Real support for developers

29. Key Messages 8/21/201529 Think globally – users can come from anywhere! Build an App Portfolio for a sustainable business Test and experiment – user experience, monetization options, pricing options Continuously optimize based on data and user behaviour/experience feedback Have fun!

30. 8/21/201530 About Us: Global Ad Network 21.2 Billion impressions 7Offices Live in 115 countries 185 Million Consumers reached 150+ employees 2000+ Advertisers San Francisco London Johannesburg Mumbai Bangalore Tokyo Singapore

31. 8/21/201531 A Selection of Partners

32. THANK YOU Sridhar Ranganathan sridhar@inmobi.com +91 98808 46087 8/21/201532