Download - AWS Startup Event - Amazon Appstore for Android

Amazon Appstore for Android Business Overview

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Agenda

» Amazon and Mobile

» Why Kindle?

▸ Reach

▸ Monetisation

▸ Simplicity

» HTML5

» Partner Feedback

AMAZON SERVICES CONFIDENTIAL

Amazon and Mobile

Amazon continues to provide new ways for customers to find, discover, and buy digital and physical products using mobile devices.


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http://www.amazon.com/Amazon-com-Amazon-Santa/dp/B006CDMSW2/ref=mas_amazon_amazonsanta_image?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

http://www.amazon.com/Audible-Inc-for-Android/dp/B004GJ6BY0/ref=mas_amazon_audible_image?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

http://www.amazon.com/Zappos-com-Zappos/dp/B004VA3X7M/ref=mas_amazon_zappos_image?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

http://www.amazon.com/Amazon-com-Amazon-Student/dp/B006JD61P0/ref=mas_amazon_amazonstudent_image?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

http://www.amazon.com/AmazonFresh-LLC/dp/B005DTBAU2/ref=mas_amazon_amazonfresh_image?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

http://www.amazon.com/Amazon-com-AWS-Virtual-MFA/dp/B0061MU68M/ref=mas_amazon_aws_image?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

http://www.amazon.com/gp/feature.html/ref=amb_link_358196562_24?ie=UTF8&docId=1000626391&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-5&pf_rd_r=1KA80AVHVCF57GYAE571&pf_rd_t=1401&pf_rd_p=1339079382&pf_rd_i=1000645111

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Why Kindle?

»Reach

»Monetisation

»Simplicity


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Why Kindle?

»Reach

»Monetisation

»Simplicity


Reach

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» The second most popular tablet in the UK ▸ Sourece: comScore / MobiLens Audience profile, February 2013

Reach

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» Kindle Fire was the most gifted tablet for Christmas 2012 ▸ Source: prweb.com, Dec 2012

Reach

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» Kindle is the number two tablet globally after the iPad ▸ Source: Localytics, January 2013

Apple - iPad

Amazon - Kindle Fire

Samsung - Galaxy

Google - Nexus

Archos - Tablet

Reach

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Appstore promotion

Targeted email

» Numerous promotional channels for great content

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Why Kindle?

»Reach

»Monetisation

»Simplicity


Monetisation

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» All Kindle users have a registered payment card

» 1-Click payment system drives high conversions

» Kindle Fire users convert 386% higher than Google (Flurry, Feb 2012)

Monetisation

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Source: comScore, MobiLens April 2013

15%

32%

25%

12%

6% 5% 5%

<£15k £15k - <£30k £30k - <£45k £45k - <£55k £55k - <£65k £65k - <£75k £75k+

Household Income (Pre-Tax)

Orange columns indicate Kindle Fire owners overindex against the general population

Monetisation: Case Study

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TinyCo

» TinyCo launched Tiny Village in three app stores at the same time

» They found that Amazon ARPU was 80% higher than iTunes

» They also found Kindle ARPU outperformed iPad by 43%

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Why Kindle?

»Reach

»Monetisation

»Simplicity


Simplicity

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» Amazon Appstore runs Android apps

» 75% of Android apps work without any need for customisation

» Simple APIs to publish free-to-user, freemium and premium apps

A/B Testing Service API

GameCircle API

Maps API

Device Messaging API

In-App Purchasing API

Simplicity

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» HTML5 / Web App Store: ▸ Simple submission process: URL, digital assets and description

▸ Support for APIs:

- Subscriptions

- In-game currency (Coins)

- In-App Purchasing

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Why Kindle?

»Partner Feedback


18 AMAZON SERVICES CONFIDENTIAL

» Major titles: iStunt 2, Fragger, Gravity Guy and Plague Inc

» Platforms: iOS, Android, Kindle, Windows Phone and PC

» Live on Kindle since: September 2011

» Success story: “ARPU levels are comparable to iOS”

(Monetisation rate much higher than Android)

19 AMAZON SERVICES CONFIDENTIAL

» Major titles: Hungry Shark 1, 2, 3 & Evolution, Grabatron

» Platforms: iOS, Android & Kindle

» Live on Kindle since: March 2011

» Success story: “Excellent developer tools, APIs, etc. and strong monetisation”

Thank you!

Q & A