Flurry's latest State App Nation Report, highlight mobile growth and trends in Asia.

1. State of App Nation: Asia Edition
C h r i s t o p h e r K l o t z b a c h , H e a d o f P r o d u c t M a r k e t i n g , F l u r r y f r o m Y a h o o
J u n 2 3 , 2 0 1 5

2. Yahoo 2015 Confidential & Proprietary. 2
Average of 7 apps
per device
700,000 apps
220,000 developers
1.8 billion devices
Flurry at a glance

3. We’ve Got Asia Covered

4. 190,244
APPS
36,227
COMPANIES
610M
ACTIVE DEVICES
We’ve Got Asia Covered

5. 0
63
125
188
250
May-08
Jul-08
Sept-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sept-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sept-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sept-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sept-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
Sept-13
Nov-13
Jan-14
Mar-14
May-14
Jul-14
Sept-14
Nov-14
Jan-15
Mar-15
May-15
TOTALSESSIONS(BILLIONS)
Music Gaming
M&E
Social
Networking
Logistics &
Travel
Retail
Messaging
TV
Source: Flurry Analytics, All Devices
App Revolution: No Sign of Stopping

6. Nothing but Growth in Asia
Source: Flurry Analytics; All Devices, Asia
-
15
30
45
60
75
90
TOTALSESSIONS(BILLIONS)
Landlord
Poker
Line
WeChat
Monster
Strike
MakeupPlus
Omni
Swipe
PosterLabs
Flipkart

7. Time Spent by Category in Asia
Games 25%
Utilities &
Productivity 17%
Messaging &
Social 13% Shopping & Lifestyle
19%
Personalization 6%
Music, Media &
Entertainment 10%
News & Magazines 2%
Health & Fitness 2%
Other 7%
Source: Flurry Analytics; All Devices, Asia, April 2015; % of Users Time Spent in App

8. Compared to the Rest of World, Asia is a Unique App Market
Source: Flurry Analytics; 200,000 Global Sample and 78,000 Asian Sample, Overindex of Users in Asia Session Distribution compared to RoW by Gender
1.9x
1.2x
1.3x
2.7x
1.4x
Photography
Lifestyle & Shopping
Messaging & Social
MEN WOMEN
Personalization
Games

9. • Shift from Entertainment to Productivity
• Phablet Adoption
App Growth Factors

10. Shopping & Lifestyle, News & Reading, Utilities & Productivity
Lead Asia’s Growth
Source: Flurry Analytics; All Devices, Asia
287%
134%
89%
42% 40%
26%
0%
50%
100%
150%
200%
250%
300%
Shopping &
Lifestyle
News / Reading Utilities &
Productivity
Messaging and
Social
Music, Media &
Entertainment
Games
YoY Asian Session Growth (Trailing 12 Months, 2014-2015)
Average: 77%

11. 0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
5AM 6AM 7AM 8 AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2 AM 3 AM 4AM
Asia
Source: Flurry Analytics; 78,000 Sample, % of Daily Asia Shopping Session by Hour from March 2015
2nd PRIME TIME
%OFDAILYSESSIONS
HOUR OF DAY
1st PRIME TIME
Asia Mobile Shopping Peaks at Lunch and Dinner Time

12. 63%
Apps
37%
Browsers
2013 2014
TIME SPENT IN ONLINE RETAIL DISTRIBUTION
52% 66%
MOBILE DESKTOP
Time Spent in US Online Retail is Shifting to Mobile Apps
Source: comScore, Internet Retailer

13. Shopping & Lifestyle, News & Reading, Utilities & Productivity
Lead Asia’s Growth
287%
134%
89%
42% 40%
26%
0%
50%
100%
150%
200%
250%
300%
Shopping &
Lifestyle
News / Reading Utilities &
Productivity
Messaging and
Social
Music, Media &
Entertainment
Games
YoY Asian Session Growth (Trailing 12 Months, 2014-2015)
Average: 77%
Source: Flurry Analytics; All Devices, Asia

14. 28%
43%
39%
30%
39%
31%
49%
22%
9%
19%
20%
14%
20%
17%
23%
29%
17%
18%
5%
22%
13%
17%
16%
15%
15%
32%
18%
13%
10%
4%
10%
17%
10%
9%
7%
0% 20% 40% 60% 80% 100%
United States
China
Singapore
Hong Kong
India
Taiwan
South Korea
Arcade & Action Cards & Casino Brain & Puzzle Casual Sports & Racing
Asia Loves Action Games
Source: Flurry Analytics, All Devices, Asia, May 2015; % Session by Game Category

15. 0
2
4
6
8
10
12
14
16
2008 2009 2010 2011 2012 2013 2014
NA Box Office iOS Games
TOTALREVENUE($BUSD)
SOURCE: FLURRY ANALYTICS, STATISTA, ASYMCO
The Mobile App Gaming Economy: Bigger Than Hollywood
Source: Flurry Analytics, Statista, Asymco

16. Phablet Adoption

17. -50%
0%
50%
100%
150%
200%
SMALL
PHONES
MEDIUM
PHONES
PHABLETS SMALL
TABLETS
FULL-SIZE
TABLETS
-18% -22%
33%
11%
142%
Phablets: Fastest Growing Device Type
% Growth in Usage (April 2014-April 2015)
Source: Flurry Analytics, Mapped Devices Only, Jan 2014- Jan 2015

18. Asia is Leading the Phablet Revolution
3%
7%
60%
45%
31%
42%
3%
3%
4%
2%
0% 20% 40% 60% 80% 100%
Global
Asia
Session % by Form Factor
Small phones Medium phones Phablets Small tablets Full-size tablets
Source: Flurry Analytics, 78,000 Sample

19. South Korea is Leading the Way in Phablet Adoption in Asia
2% 5% 7% 9% 6% 7%
13%1% 5% 5% 5%
3% 4%
7%
63% 44%
35%
20%
20% 15%
10%
35%
45%
53%
65%
68% 74% 70%
0%
20%
40%
60%
80%
100%
South Korea Hong Kong Taiwan United States India China Singapore
full-size tablets small tablets phablets medium phones small phones
Medium Phone Users
BENCHMARK
Phablet Lovers
Source: Flurry Analytics, 78,000 Sample, User % by Formfactor in Asia

20. Phablet Users Engage in Apps 78% More than the Average
Smartphone User
Average Smartphone User Phablet User
Sessions per User per month in Asia
+78%
Source: Flurry Analytics; 78,000 Sample

21. Phablet Users Leading Shift to Productivity
% Growth in Category Usage and % Over Index
21%
10%
7%
24%
18% 16%
Utilities & Productivity Personalization Lifestyle & Shopping
Other Form Factors Phablets
+ 14%
80%
130%
Source: Flurry Analytics, 78,000 Sample

22. 13
11
2.3 1 0.9
China US E.U. BrazilMobile
MILLIONS
App Revolution: Creating Real Jobs
2014 Jobs Created
Source: Flurry Analytics, BCG, ILO

23. TRILLIIONS(USD)
16.7
9.1
4.9
3.7 3.3
2.8 2.7
2.1 1.9 1.6
0.47 0.30 0.27
US China Japan Germany Mobile France UK Russia India Australia Taiwan Singapore Hong KongMOBILE
The Global Economic Impact
2014 Mobile Revenues Compared to GDP
Source: Flurry Analytics, BCG

24. Asia is just getting started…