The document discusses trends in the mobile app ecosystem, noting that Android has grown to dominate mobile operating systems globally. It highlights Aptoide, a third-party Android app store, noting its scale of operations. The document then analyzes app usage and revenue trends, the role of third-party app stores, and opportunities for disruption. It also examines localization efforts, trends in India driven by low-cost data, and the demographics of Aptoide's Indian user base.

1. Trends in the App Eco-system Tiago Alves - Jul 2017

2. 2*Total accumulated App downloads using Aptoide’s platform since Nov 2011
4 Billion
Downloads*
150 Million
Users
40
Languages
10,000+
Developers
100+
Partners
800,000
Apps
Aptoide is a 3rd-party Android App Store

3. King Android?

4. 4
Soon there will be more people in Android (mobile) than on Windows (PC)
Source: Statista & StatCounter (http://www.businessinsider.sg/android-windows-ios-macos-most-popular-os-chart-2017-3/)
WW Internet usage by operating system
%. Feb 2016 - Feb 2017

5. 5
Mobile dominated by Android (and iOS)
Source: Statista & Gartner (https://www.statista.com/statistics/266136/global-market-share-held-by-smartphone-operating-systems/)
WW mobile operating system market share
2009 - Q1 2017
Symbian
Blackberry
Windows
(86%)
(14%)
2009 2010 2011 2012 2013 2014 2015 2016

6. 6
Google Play leads in terms of downloads…
WW App Downloads
2016. Indexed
Source: AppAnnie (http://news.softpedia.com/news/google-play-store-vs-apple-s-app-store-a-comparison-512601.shtml)
0
25
50
75
100
x2.5

7. 7
…but not in terms of revenues
WW App Revenue
Q4 2016. Indexed
0
25
50
75
100
x1.6
Source: AppAnnie (http://news.softpedia.com/news/google-play-store-vs-apple-s-app-store-a-comparison-512601.shtml)

8. 8
And what if we bring 3rd-party App Stores into the equation?
WW App Revenue
USD Billions. 2017F
Source: AppAnnie (https://www.appannie.com/en/insights/market-data/app-annie-forecast-2017-mobile-app-store-revenue-exceed-139-billion-2021/)
WW App Downloads
Billions. 2017F
iOS Android
21
20
40
3rd-party
iOS Android
70
114
30
3rd-party

9. 9
App developers in emerging markets think about Android first…
Platform priority for Developers by country
2016
Source: MobiScroll (https://blog.mobiscroll.com/launching-an-app-on-ios-android-or-both-at-the-same-time/)

10. 10
…but they have to deal with a huge Android fragmentation
Source: Business Insider (http://www.businessinsider.sg/android-fragmentation-and-the-effect-on-samsung-sales-2015-8/)
Models by Android manufacturer (2015)
24,000 Android models!!!

11. A crowded App world…

12. 12
90% of time on mobile is spent using Apps which are good news…
Source: Flurry (https://techcrunch.com/2017/03/03/u-s-consumers-now-spend-5-hours-per-day-on-mobile-devices/)
Distribution of time spent on mobile
US. Dec 2016

13. Apple App Store Google Play
2,700,000
2,200,000
13
Apple App Store Google Play
Source: Softpedia News (http://news.softpedia.com/news/google-play-store-vs-apple-s-app-store-a-comparison-512601.shtml)
…but how to stand out within more than 2.2 Million Apps?
Apps available in App Stores
Jan 2017

14. 14
Users only use a few Apps on a daily basis…
Source: Business Insider (http://www.businessinsider.sg/average-number-of-apps-vs-time-spent-2016-5/) & Mary Meeker “Internet Trends”
Apps used per month
US. 2011 - 2016
30 Apps /
month
9 Apps /
day
(3 account for
80% of usage)
Q42016

15. Source: Business Insider (http://www.businessinsider.sg/sensor-tower-94-percent-of-app-store-revenue-comes-from-top-1-percent-publishers-2016-5/)
…so all the money goes to a few top publishers
App store revenue breakdown
US. 2016

16. 16
Is it possible to disrupt a world dominated by giants?
Source: Business Insider & Statista (http://www.businessinsider.sg/facebook-dominates-online-messaging-2016-7/)
MAUs from social & messaging apps
2016

17. 17
Pokémon did it!
Avg usage of Apps
US. July 2016
Source: Business Insider (http://www.businessinsider.com/pokemon-go-popularity-shown-by-app-usage-time-2016-7)

18. 18
Some developers are experimenting with App streaming…
Source: The Verge (http://www.theverge.com/2015/11/18/9755890/google-can-now-stream-apps-to-your-phone)

19. 19
…others are incorporating AI bots…
Source: Venture Beat (http://venturebeat.com/2016/04/27/zuckerberg-facebook-bots-will-help-businesses-respond-faster-than-with-messaging/)
“A way to increase speed & efficacy of
interactions between users and businesses”

20. 20
Myanmar
Philippines
Singapore
…and many are exploring new distribution channels

21. 21
2015 2016
15. India
16. Philippines
17. Morocco
18. Argentina
19. Malaysia
20. Portugal
21. Turkey
22. Thailand
23. Indonesia
15. Indonesia
16. Chile
17. Philippines
18. Morocco
19. Argentina
20. Turkey
21. Portugal
22. Malaysia
23. Thailand
Used Language
Country Ranking
…
6x
Bahasa
Bahasa
…
Used Language
Country Ranking
Having local languages is critical on your localisation efforts…

22. 22
…but localisation is much more than just translation
Covered face in
Arabic version
Castle Clash versions in Aptoide

23. India trends

24. 24
The Jio “effect” pushed data prices down…
Mobile data cost per GB
USD. Q1 2014 - Q1 2017
Source: 2017 KPCB Internet Trends (http://www.kpcb.com/internet-trends)

25. 25
…making India a mostly Mobile country…
Mobile as % of Web Traffic
Jan 2017
Source: 2017 KPCB Internet Trends (http://www.kpcb.com/internet-trends)

26. 26
…and boosting the number of downloads per user
Avg download per user
Aptoide. Jun 2016 - Jun 2017
0
2
4
6
8
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

27. 27
Indian users prefer lite versions, tools & local content
Top Downloads
Aptoide India. Jun 2017
Rest of the World India
W
hatsapp
Facebook
Lite
U
C
Brow
ser
Facebook
C
lash
ofC
lans
ShareIT
Snaptube
M
essenger
Flipkart
H
otstar
Not in GPlay

28. 28
Tools, Communication and Social apps represent 61% of downloads
Tools
Communication
Social
Arcade
Media & Video
Sports
Action
Strategy
Shopping
Productivity
Adventure
Casual
Entertainment
Other 6.8%
2.1%
2.2%
2.3%
2.3%
3.2%
3.4%
3.6%
3.8%
3.9%
5.8%
11.3%
20.2%
29.2%
Downloads per category
Aptoide India. Jun 2017

29. 29
Our typical App Store users in India are young males
Gender
86%
14%F
M
45-54
4%
35-44
12%
25-34
17%
18-24
43% 13-17
25%
13-17
18-24
25-34
35-44
45-54
Age
User profile
Aptoide India. Jun 2017

30. 30
All in all…
Cheap data has exponentially
boosted App downloads in India
3rd-party App Stores are shifting
the scale towards Android
App Stores are a very crowded
space but disruption is possible

31. Thank you! tiago.alves@aptoide.com