I A IN GAV IND I R E C TO R , A M A Z O N A P P S TO R E U K

@iaingav in l inkedin .com/in/ ia ingav in

AMAZON APPSTORE

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

O U R

C U S T O M E R S

O U R

D E V I C E S

I N V E N T A N D

S I M P L I F Y

R E A C H I N G

A M A Z O N

C U S T O M E R S

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

O U R

C U S T O M E R S

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D E V I C E S

AMAZON APPSTORE

I N V E N T A N D

S I M P L I F Y

R E A C H I N G

A M A Z O N

C U S T O M E R S

WHY

AMAZON?

TO BE EARTH’S MOST CUSTOMER-CENTRIC COMPANY

w h e r e p e o p l e c a n f i n d a n d d i s c o v e r a n y t h i n g t h e y w a n t t o b u y o n l i n e .

PRICE SELECTION CONVENIENCE

AMAZON’S MISS ION

CUSTOMER OBSESSED

START WITH THE CUSTOMERAND WORK BACKWARDS

OUR SERVICES… BUT IT’S ST ILL DAY ONE!

ALWAYS PREPARED TO BE MISUNDERSTOOD

WE ARE WILLING TO INVENT.

WE ARE WILLING TO THINK

LONG-TERM. WE START WITH THE

CUSTOMER AND WORK BACKWARDS.

AND, VERY IMPORTANTLY, WE ARE

WILLING TO BE MISUNDERSTOOD

FOR LONG PERIODS OF TIME.

THINK B IG

A M A Z O N

P R I M E A I RA p o w e r f u l a n d r e l i a b l e d r o n e s e r v i c e t o d e l i v e r i n g g o o d s t o A m a z o n c u s t o m e r s w i t h i n 3 0 m i n u t e s .

ENTERPRISE

CONSUMER

CONTENT CREATOR

SELLER

WE DEL IVER HUGE VALUE FOR ALL OUR CUSTOMER SEGMENTS

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

O U R

C U S T O M E R S

O U R

D E V I C E S

AMAZON APPSTORE

I N V E N T A N D

S I M P L I F Y

R E A C H I N G

A M A Z O N

C U S T O M E R S

WHY AMAZON

APPSTORE?

APPSTORE VIS ION

OUR VISION IS TO CONNECT CONTENT

CREATORS AND CUSTOMERS THROUGH

APPS, GAMES, AND EXPERIENCES THAT

CREATE VALUE AND DELIGHT.

CONNECTDEVELOPERS

AND

CUSTOMERS

TODAY’S THEME

Aug-14 Oct-14 Dec-14 Feb-15 Apr-15 Jun-15 Aug-15 Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16

MILL IONS OF CUSTOMERSR A P I D M O N T H O N M O N T H G R O W T H

UK AMAZON APPSTORE CUSTOMER [CUMULATIVE]

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

O U R

C U S T O M E R S

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D E V I C E S

AMAZON APPSTORE

I N V E N T A N D

S I M P L I F Y

R E A C H I N G

A M A Z O N

C U S T O M E R S

OUR

CUSTOMERS

TOP-L INE CUSTOMER PROFILES

ASPIRING FRUGAL

FAMILIES

BRAND CONSCIOUS

FAMILIES

EFFICIENT

ACHIEVERS

INFLUENTIAL

GEEKS

ASPIR ING FRUGAL FAMIL IES – MEET HELEN

Middle-aged women with children at home

Would rather spend money on family than technology

Catch up TV and casual games are her key tablet uses

I N S I G H T S

BRAND CONSCIOUS FAMIL IES – MEET RAVI

Young father who is constantly on the go. Balances time with children, friends and work

With little time for linear TV, he is a heavy user of catch up TV services

Sees technology as a status symbol

I N S I G H T S

INFLUENTIAL GEEKS – MEET KWAME

Spends free time playing video games on his tablet/phone on the go and PC/ console at home

Places high importance on using technology for entertainment

I N S I G H T S

A younger full-time professional or a student

EFFIC IENT ACHIEVERS – MEET DAVID

Very busy work schedule, often travelling

Uses technology primarily for business productivity

Passions include keeping up to date with current affairs and politics

I N S I G H T S

2011 2012 2013 2014 2015

APPS YOY GROWTH

F i r e Ta b l e t

l a u n c h

A p p s t o r e l a u n c h e s i n U K

K i n d l e F i r e H D X l a u n c h

F i r e T V l a u n c h

A p p s t o r e l a u n c h e s i n U S

600,000+COUNTRIESAND TERRITORIES236

2016

TOTAL

APPS

ANDROID PHONES & TABLETS

FIRE TV & FIRE TV STICK

BLACKBERRYFIRE TABLETS

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

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D E V I C E S

AMAZON APPSTORE

I N V E N T A N D

S I M P L I F Y

R E A C H I N G

A M A Z O N

C U S T O M E R S

OUR

DEVICES

ANDY JONESD I R E C T O R , A M A Z O N D E V I C E S U K

D E V E L O P E R S U M M I T 2 0 1 6

LOWER COST

STRUCTURELOWER PRICES

SELECTION

CUSTOMER

EXPERIENCESELLERS

TRAFFIC

GROWTH

THE AMAZON FLYWHEEL

FIRE

FIRE SETS A NEW BAR FOR WHAT

CUSTOMERS SHOULD EXPECT FROM A

LOW-COST TABLET.

THIS IS ONE MORE STEP IN OUR

MISSION TO BRING CUSTOMERS

PREMIUM PRODUCTS AT

NON-PREMIUM PRICES.

#1 SELLING CONSUMER ELECTRONIC

DEVICE ON AMAZON.COM

£49.99

1.3 GHz Quad-core CPU

1.5 GB RAM

Up to 12 Hours Battery Life

16/32 GB Internal Storage(actual formatted capacity will be less)

200 GB+ through MicroSD slot

ALL-NEW

FIRE HD 8

AMAZON F IRE TABLET FAMILY

CRITICALLY ACCLAIMED TABLET DEVICE RANGE

The largest Android tablet brand by a long way

D ATA I N S I G H T S

Billions of minutes spent on Amazon Tablets

John Lewis, Argos, Dixons –successful channel partners

Big plans for 2017 and beyond

EXPLOSIVE TABLET GROWTH

Tablet

Tablet Linear (Tablet)

Sales actuals across all channels

AMAZON F IRE TV FACTS

Amazon Fire TV is

#1 BEST SELLINGStreaming Media PlayerIn US, UK and Germany

MANY MILLIONS

OF MINUTES CONSUMED EVERY DAY on Media Streaming Apps on Fire TV in UK (2016)

AMAZON STREAMING MEDIA PLAYER GROWTH

SMP

SMP Linear (SMP)

Sales actuals across all channels

The Amazon Flywheel is

UNIQUEAND

SPINNING

Big Plans for

2017Powered by

I A IN GAV IND I R E C TO R , A M A Z O N A P P S TO R E U K

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3P ANDROID DEVICES

200% YoY increase customer spend on 3P Android devices Monthly ARPPU

tripled to

$61.19 on 3P Android

devices in 2015

Pre-installed on

TENS OF

MILLIONS of devices in the US and EU

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

O U R

C U S T O M E R S

O U R

D E V I C E S

AMAZON APPSTORE

I N V E N T A N D

S I M P L I F Y

R E A C H I N G

A M A Z O N

C U S T O M E R S

INVENT AND SIMPLIFY

ENABLE

POWER-USERS

AMAZON APPSTORE POWER-USERS

Definition: spend $50/month or more

Actual: spend >$200/month

Are concentrated in US, UK, Germany and Japan

POWER-USERS ARE LOYAL TO A FEW APPS

In January 2016, 80% of customers who

spent $1,000 used the majority on just

2 titles.

64%

37%41%

Of all the Mobile Gamers that use the Amazon Appstore…

Spend Money on Mobile Games vs 41% on Average and 37% for Google Play.

Aggregate of US, UK, FR, GER

AMAZON REACHES (B IG) SPENDERS BEST

Amazon Appstore Average Google Play

Newzoo Trend Report – Spotting The Mobile Spenders - 2014

AMAZON COINS

Purchase Apps, Games, and In-App Items

Buy Amazon Coins and save up to 15% on apps, games, and in-app items.

Developer continue to earn the standard 70% revenue share

£1 = 100 Amazon Coins

Unique Promotion, Reward and Gifting Opportunities for developers to use

ENGAGE

WITH FANDOM

S e l l b r a n d e d m e r c h a n d i s e i n y o u r i O S , A n d r o i d , a n d F i r e O S a p p s N o i n v e n t o r y r i s k

N o u p f r o n t c o s t sA m a z o n P r i m e s h i p p i n g b e n e f i t s f o r c u s t o m e r s

WE’VE ESTABLISHED A

NEW

MONETISATION

MODEL

FREEMIUM

THE BIGGEST PROBLEM WITH FREEMIUM APP MODELS IS THAT 97% OF CONSUMERS DON’T CONVERT, INSTEAD STICKING TO THE FREE FEATURES.

T h e Wa l l S t re e t J o u r n a lh t t p : / / w w w . w s j . c o m / a r t i c l e s / m o b i l e - g a m e - m a k e r s - t r y - t o -c a t c h - m o r e - w h a l e s - w h o - p a y - f o r - f r e e - g a m e s - 1 4 3 1 3 0 6 1 1 5

MONETISATION

80% OF REVENUE CAPTURED BY 100 DEVELOPERS

N e w Zo o ( 2 0 1 5 )

P h o n e a n d Ta b l e t g a m e s N e w Z o o 2 0 1 5

THEY PLAY.

WE PAY.

YOU WIN.

GOAT SIMULATORMost Downloaded Game in Amazon Underground in 2015

4 BILLION

MINUTESconsumed in Amazon Underground program

82% OF UNDERGROUND GAMESgenerating more revenue than they were through traditional Appstore business model

+750% Revenue Generated by Top Title Gamethrough Amazon Underground

GOAT SIMULATOR MADE MORE MONEY ON

AMAZON UNDERGROUND IN DECEMBER 2015

THAN ON ANY OTHER ANDROID STORE

CREATE

NEW EXPERIENCES

ON FIRE TV

FIRE APP BUILDER

STREAMING MEDIA PLAYERS

Plug and Play template for audio and video apps. Create an app in less than 1 hour.

E A S Y, FA S T A N D B E A U T I F U L

Contains modules (plugins) to enable advanced functionality

Handles JSON feeds, branding and customisation

Can be extended with your own code

Supports Amazon Fire TV family

A M A Z O N F L I N G

B U I L D M U L T I - S C R E E N E X P E R I E N C E S

G E T T H E S D KBUILD RICH MULTI-SCREEN EXPERIENCES

bit.ly/amazonfling

Cross platform toolkit that enables you to build rich multi-screen experiences for Fire TV

Allows sending video, audio and images from iOS, Android or FireOS

Leverage two-way communication between Amazon Fire TV and mobile apps to create

engaging second screen experiences

bit.ly/catalogueintegration

F I R E T V C ATA L O G U E I N T E G R AT I O N

BEYOND MEDIA STREAMING

Andy WhiteTechnical Lead - Product ResearchJUST EAT

Menu page

Complex menu item picker

I A IN GAV IND I R E C TO R , A M A Z O N A P P S TO R E U K

@iaingav in l inkedin .com/in/ ia ingav in

W H Y A M A Z O N ?

W H Y A M A Z O N

A P P S T O R E ?

O U R

C U S T O M E R S

O U R

D E V I C E S

R E A C H I N G

A M A Z O N

C U S T O M E R S

O U R

I N N O VAT I O N S

AMAZON APPSTORE

REACHING

AMAZON

CUSTOMERS

R E A C H C U S T O M E R S T H R O U G H D I F F E R E N T C H A N N E L S

M E R C H A N D I S I N G

Wake Screen

M E R C H A N D I S I N G

F i re Tablet : Home

M E R C H A N D I S I N G

F i re TV:

Home – Featured

Apps and Games

S O C I A L P R O M O T I O N

Soc ia l Campaigns

A M A Z O N . C O . U K

Extra v i s ib i l i ty on

reta i l web

DEVELOPER COMMUNITY

THE AMAZON APPSTORE COMMUNITY IN UK

meetup.com/amazonappdev

H O W TO S U B M I T Y O U R A P P

D E V E L O P E R . A M A Z O N . C O M / P U B L I S H

REGISTER ON

DEVELOPER PORTAL

APPS GET

PUBLISHED!

AMAZON APPSTORE

REVIEW PROCESS SUBMIT YOUR APP

NEW

AW S A N D A L E X A

WE'RE HERE TO HELP

PEOPLE RESOURCES CO-MARKETING

DEVELOPER.AMAZON.COM

…IT’S STILL

DAY ONE!