General App Store Presentation 7th April2014

Jonatan Redvik

CEO jonatan.redvik@appland.se

Henrik Lewander

CTO henrik.lewander@appland.se

Markus Viikki

Sales Manager markus.viikki@appland.se

Skype: markus.viikki.appland

+46 707 17 07 71

Market Assessment

and Opportunity

39%

61%

North America

17%

83%

Eastern Europe

Mobile Ownership By Device Type

Source: Nielsen, 2012; eMarketer, April 2012

It’s still a “Feature Phone World” – with over 50%

smartphone penetration in developed markets

and less than 20% in the emerging markets.

24%

76%

Western Europe

15%

85%

Latin America

Smartphone Feature Phones

15%

86%

Asia-Pacific

3%

97%

Middle East & Africa

2011

2011

2011

2011 2011

2011 62%

2014

48%

2014

33%

2014

52%

2014

39%

2014

24%

2014

Smartphone penetration 2014 forecast

Feature phone leads

across the globe, however…

3 3rd March 2014

Smartphones will

represent 60% of all

cellphones by 2019!

…Smartphone sales are

growing exponentially…

4

Source: Ericsson Nov 2013, Mobility Report 2013

3rd March 2014

of mobile users download mobile apps…

90% of all global app

downloads comes from iOS

and Android stores

…and yet mainly 1st generation

store owners monetizing apps in...

5

Source: Gartner September 2013, Flurry Analytics 2013

70%

3rd March 2014

3rd March 2014 6

... an app market that is

growing and changing fast

0

10

20

30

40

50

60

70

80

2011 2012 2013 2014 2015 2016 2017

Advertising

In-app purchase

Paid-for

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 2015 2016 2017

Paid-for apps

In-app purchase

Advertising

76%

17%

7%

38%

48%

14%

$26Bn

$76Bn

Source: Gartner (Sep 2013)

App store revenue world wide 2013

$26B

Source: Gartner (Sep 2013)

In only three years Doubles

Appland

Solution

3rd March 2014 7

8

App Eco System

3rd March 2014

2nd gen. Store Owners

Telco

Content Provider

Hosting Load balancing

Cache

AWS

CDN

Content Apps

Games

Widgets

Wallpapers

Monetisation Subscription Clubs

In-app purchase

Upfront purchase

Advertising

Affiliates

Platform Multi OS

Multi form factor

Content Provider Portal

Store Manager Portal

Content

Providers

Content

Aggregators

Digital Retailing App acquisition

QA & Curation

Store management

Settlements/payouts

1st gen. Store Owners

Consumers Gamers

Kids

Professionals

Employees

Automotive

OEM

Consumer Goods

Retail

2nd generation Store Owners are launching new types of app stores.

Appland enables next-gen plug-and-play stores for the B2B2C market.

Enterprise Brands

Appland Products Overview

9 3rd March 2014

App Store

• 100,000 apps

• 6 monetisation methods

• 5 weeks delivery time

Games Club

• ”Spotify” for games Free (Ad-funded) Buy single game Monthly subscription

• Pure rev share model

Launcher App STB, SmartTV • Recommendation service

(from Google/Apple App Stores and web)

• One point of entry (to your company’s mobile world)

• Web-based management (of recommendations, communication and user behaviors)

Functional Overview

Content Provider Portal

Used by developers and

content providers/aggregators:

• Register company

• Upload app

• Bulk upload API

• In-app purchase

• App management

• Statistics

• Payouts

• Account management

• Etc.

Content Provider Portal

(browser based)

App Store Front

(native app or browser based)

Technical Platform

Store Manager Portal

(browser based)

Technical Platform

System Core,

used by Appland

• Performance monitoring

• Capacity monitoring

• Failure monitoring

• Hosting monitoring

• Logging system

• Admin systems

• Etc.

Store Manager Portal

Used by Store Owner(s)

(can also be handled by Appland):

• Quality assurance of apps

• Set featured apps

• Campaign management

• Notification management

• Virtual currency management

• iOS app ingestion

• Multi-Store Management

• Multi-Store Analytics

• Comments moderation

• View statistics

• Export data

• Payouts

• Account handling

• Etc.

App Store Front

Used by the end user

of the app store

• Discover new apps:

- Featured apps

- Top lists

- Categories

- My FB friend’s apps

- Apps near me

• Push apps (web to device)

• Purchase apps

• My apps handling

• Multi-device handling

• Purchase parental control

• Rate and comment apps

• Etc.

10 3rd March 2014

Web Browser Store Responsive design for

desktop, tablet and smartphone

Android ODP – On Device Portal

3rd March 2014 12

Islamic

iPhone/iPad Native App

3rd March 2014 13

Thank you!

Jonatan Redvik

CEO jonatan.redvik@appland.se

Henrik Lewander

CTO henrik.lewander@appland.se

Markus Viikki

Sales Manager markus.viikki@appland.se

Skype: markus.viikki.appland

+46 707 17 07 71