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LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
INDEPENDENT TECHNOLOGY RESEARCH
MOBILE APP ECOSYSTEM JULY 2014
The New “Mobile App Reality”
Unprecedented Value Creation Opportunity
ALI DAGLI
Ali.dagli@gpbullhound.com
San Francisco: +1 415 500 6999
ALEC DAFFERNER
Alec.dafferner@gpbullhound.com
San Francisco: +1 415 986 0168
OKAN INALTAY
Okan.inaltay@gpbullhound.com
San Francisco: +1 415-200-4139
2
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
SCREEN OF HORROR
WE CAN NO LONGER LIVE WITHOUT OUR SMARTPHONES AND MOBILE APPS
3
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
TABLE OF CONTENTS
» How the mobile app phenomenon started
» Its appeal and what has changed
» The three pillars of success for developers
» What consumers do most on mobile devices
» The challenges
» Unprecedented value creation opportunity
4
Based on the study
“Bicycle for the Mind”
Initiated by
Apple
Accelerated by
Google
Cast Includes:
› 10k+ Ecosystem partners
› 1m+ Mobile App Developers
› 1.75Bn Mobile users
The study measured efficiency of locomotion for various species.
Humans came a third of the way down the list.
However, when given a bicycle, humans came in on top.
25+ years ago, this study made Steve Jobs realize that it was
man’s skill as a toolmaker that categorically amplified his inherent abilities.
Driving Jobs to invent his evolutionary bicycle for the mind:
the “iPhone"--inaugurating today’s ubiquitous mobile app ecosystem
THE NEW “MOBILE APP REALITY”THE NEW “MOBILE APP REALITY”
4
5
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
IPHONE LAUNCH VS NOW
JUNE 2007 – IPHONE LAUNCH IN NEW YORK
MAY 2014 –ORDINARY DAY IN SAN FRANCISCO
IN 2007, EVERYONE’S LOOKING AHEAD TO THEIR PURCHASE
IN 2014, EVERYONE’S LOOKING DOWN AT THEIR PHONES
6
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
THE IRRESISTIBLE APPEAL OF MOBILE
» Powerful personal computers — with us at all times
» Two-way connectivity between individuals and the world
» Innumerable apps already installed — and millions available instantly
» Each app curated for its purpose — customized for and by each user
» Seamless app store and instant-purchasing back-end
» Dynamic real-time data integration (e.g. social, location, motion)
7
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
CHANGE IS SHIFT FROM PACKAGED PRODUCT TO SERVICES MODEL
Content
Creator
Publisher
Distribution
Partners /
Carriers
Retail
+
Platform
Third-party
Development
Tools
Passive
Consumer
Consoles + Steam?
Empowered
Consumers
IP-Based Platforms
Mobile-First
Web
Social Networks
IP-Based TVDistribution
Partner
Service
Provider
FROM TRADITIONAL ONE-WAY PACKAGED PRODUCT MODEL 
 TO IP-BASED TWO-WAY SERVICES MODEL
» Inefficient/indirect
» One-way
» Few options
» Control to sell
» Low margins
» Efficient/Direct
» Two-way
» Many options
» Engage to keep
» High margins
8
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
THREE PILLARS OF SUCCESS FOR MOBILE SERVICE PROVIDERS
1. BEING AND STAYING RELEVANT
2. CULTIVATING LARGE ACTIVE USER BASE
3. CONVERTING STRONG USER RELATIONSHIPS INTO MONEY
9
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
(1) BEING AND STAYING RELEVANT
BE RELEVANT
WANTS
NEEDS
EMOTIONS
RELEVANCY IS PROXY FOR REPEAT USAGE/RETENTION
STAY RELEVANT
SATISFY/LISTEN
RE-ENGAGE/BALANCE
CONTINUE TO INNOVATE
Messaging/Calls
Dating Apps
Social Networks Games Mobile Music
Mobile Video
ProductivityReservationsMobile Content On-demand Services
10
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
(2) CULTIVATING LARGE ACTIVE USER BASE
LARGE ACTIVE USER BASE IS PROXY FOR POWER/PATH TO MONETIZATION
#1 in 2004
(95M MAUs)
0
200
400
600
800
1000
1200
Users on Mobile (In Millions)
Mobile Platforms
» Google Android
» Apple iOS
Mobile Gateways
» Browsers
» Messaging Apps
» Horizontal Social Networks
Mobile Services
» Media
» Music
» Video
» Utilities
» Productivity Apps
» Online/Offline
» Games
» Dating Apps
» Vertical Social Networks
Source: Company filings, industry news and market research, GP Bullhound.
11
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
(3) CONVERTING STRONG USER RELATIONSHIPS INTO MONEY
A. DIRECTLY MONETIZE USERS THROUGH APP STORE AND DIRECT PAYMENTS
1. Bank on strong engagement (IN-APP)
2. Bank on perceived monetary value (PAID)
3. Direct to owned products with 1 & 2
B. INDIRECTLY MONETIZE USERS THROUGH ADVERTISING/REV-SHARE/LICENSING
4. Sell user impressions (CPM ADVERTISING)
5. Sell user intentions (CPC ADVERTISING)
6. Sell user installs/actions (CPI/CPA ADVERTISING)
7. Direct to 3rd party products with 1 & 2 (REV-SHARE/LICENSING)
C. MAKE IT FREE, NO ADS; GO FOR ULTIMATE USER GROWTH AND EVENTUAL EXIT
8. Sell the company
(?)($1bn) ($19bn)
12
Ad Hoc Labs
SLOTS/CASINO/POKER ARCADE/TURN/PUZZLE BRAIN/QUIZ/WORDS
Poptacular
MGMT/SOCIAL CASUAL
Zakeh
STRATEGY/CARD BATTLE/RPG/SIM ACTION/ADV/SHOOTER/RACING
Krasnov
Games
COMMUNICATE AND SOCIALIZE
CONSUME MEDIA
TRIGGER OFFLINE ACTIONS/EVENTS
BE IN TOUCH (ONE TO ONE/ONE TO FEW) BE IN TOUCH (MANY TO MANY/SOCIAL NETWORKS)
BROWSE THE WEB GET NEWSLOOK FOR INFORMATION PLAY MUSIC PLAY VIDEOS
BUY OFFLINE GOODS MAKE RESERVATION ORDER ON-DEMAND SERVICE MANAGE MONEY GET HEALTHY
LONGER READING
MAKE CALLS
FitNow
MoboTap
GET EDUCATION/LEARN
Bagatrix
WHERE DO WE SPENT MOST OF OUR TIME ON MOBILE
GET THROUGH THE WEEK
MANAGE EMAIL/CALENDAR GET STUFF DONE EDIT PHOTOS/VIDEOSNAVIGATEORGANIZE/CREATE DOCS/NOTES USE UTILITIES/TOOLS
Alminder
Cogitap
Software
Good.iWare
GO ON A DATE
WHAT CONSUMERS DO MOST ON MOBILE DEVICES
PLAY GAMES
SPACETIME
13
SLOTS/CASINO/POKER ARCADE/TURN/PUZZLE BRAIN/QUIZ/WORDSMGMT/SOCIAL CASUALSTRATEGY/CARD BATTLE/RPG/SIM ACTION/ADV/SHOOTER/RACING
COMMUNICATE AND SOCIALIZE
CONSUME MEDIA
TRIGGER OFFLINE ACTIONS/EVENTS
BE IN TOUCH (ONE TO ONE/ONE TO FEW) BE IN TOUCH (MANY TO MANY/SOCIAL NETWORKS)
BROWSE THE WEB GET NEWSLOOK FOR INFORMATION PLAY MUSIC PLAY VIDEOS
BUY OFFLINE GOODS MAKE RESERVATION ORDER ON-DEMAND SERVICE MANAGE MONEY GET HEALTHY
LONGER READING
MAKE CALLS
GET EDUCATION/LEARN
WHERE DO WE SPENT MOST OF OUR TIME ON MOBILE
GET THROUGH THE WEEK
MANAGE EMAIL/CALENDAR GET STUFF DONE EDIT PHOTOS/VIDEOSNAVIGATEORGANIZE/CREATE DOCS/NOTES USE UTILITIES/TOOLS
GO ON A DATE
MONETIZATION CHARACTERISTICS OF EACH CATEGORY
PLAY GAMES
HIGHLY ENGAGING MOBILE SERVICES (INSTANT GRATIFICATION)
HIGH APP STORE & DIRECT PAYMENTS (IN-APP/PAID) MONETIZATION POTENTIAL
FREQUENTLY-USED MOBILE GETAWAYS/SOCIAL NETWORKS
HIGH INDIRECT MONETIZATION POTENTIAL
MOBILE PRODUCTS W/ HIGH PERCEIVED VALUE
HIGH PAID AND INDIRECT MONETIZATION POTENTIAL
FREQUENTLY-USED MOBILE PRODUCTS W/ RELATIVELY LOWER ENGAGEMENT
PAID OR INDIRECT MONETIZATION POTENTIAL 13
14
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
MOBILE APP ECOSYSTEM CHALLENGES
» Big and established players outbidding competition/owning a territory
» User retention — engaging/retaining users in a highly dynamic marketplace
» User monetization — Free-to-play monetization; lower CPM rates on ads
» User acquisition — crowded space and high user acquisition costs
» Privacy and safety concerns related to personal data
» Device, platform and app store fragmentation (e.g. Android, China)
» Localization, culturization, or being foreign to a large market (e.g. China)
15
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
UNPRECEDENTED VALUE CREATION OPPORTUNITY ON MOBILE
NON-GAMING DEVELOPERS GAMING DEVELOPERS
COMPANY VALUATION TIME
Crime City & Modern War
$210 million
(Sale to Gree)
10 months
Clash of Clans & Hay Day
$3 billion
(51% Sale to GungHo)
15 months
Candy Crush Saga
$5 billion
(IPO)
18 months
Puzzle & Dragons
$7.2 billion
(Market Cap Appreciation)
18 months
COMPANY VALUATION TIME
Instagram $1 billion
(Sale to Facebook)
18 months
Snapchat $4 billion
(Rumoured Google Offer)
26 months
Whatsapp $19 billion
(Sale to Facebook)
4 years
Twitter $24 billion
(IPO)
6 years
USER BASE REVENUES PROFITABILITY
4 4 4
USER BASE REVENUES PROFITABILITY
4 1 0
TYPICAL VALUE CREATION
Strategic
TYPICAL VALUE CREATION
Strategic, Financial
16
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
GP BULLHOUND SNAPSHOT
» Long track record of success
› Founded in 1999, completed over 160+
transactions
› Closed 24 transactions in 2013
› 16 deals closed in 2014 H1
» A premier corporate finance advisory firm
› Mergers & Acquisitions
› Capital Raising and Secondary Placements
› Strategic Advisory
» Deep domain expertise across the Technology sector
› Mobile & Gaming
› Internet & Digital Media
› Software & Big Data/Analytics
› Consumer Technologies
» Focus on top-tier emerging growth companies
» Strong cross-border capabilities
› Offices in San Francisco, London, Stockholm,
Berlin, and Manchester
› Deep, broad relationship network
SELECTED RECENTLY ANNOUNCED TRANSACTIONS
SOLD TOSOLD TO
CASUAL DATING
BUSINESS
GRENDALL INVESTMENT
SECONDARY
SHARE SALE
SECONDARY
SHARE SALE
INVESTMENT
SOLD TOPRIVATE PLACEMENT
PRIVATE PLACEMENT
SOLD TO
SOLD TOPRIVATE PLACEMENT PRIVATE PLACEMENT
SOLD TO SOLD TOMERGED WITHSOLD TO
UNDISCLOSED ASIAN
INVESTORS, LIBRATONE
MANAGEMENT
17
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
THE GP BULLHOUND TEAM
PER ROMAN
Managing Partner
HUGH CAMPBELL
Managing Partner
MANISH MADHVANI
Managing Partner
SIMON NICHOLLS
Partner
GUILLAUME BONNETON
Partner
LORD CLIVE HOLLICK
Partner
CECILIA ROMAN
Director
ANDRE SHORTELL
Partner
MARK KLIMMEK
Vice President
OANA CHIMINA
Analyst
PHILIPPE GREMILLET
Analyst
ALEC DAFFERNER
Partner
CLAUDIO ALVAREZ
Director
SIR MARTIN SMITH
Chairman
ANTONY NORTHROP
Senior Adviser
ALEXIS SCORER
Director
RAVI GHEDIA
Associate
ALESSANDRO
CASARTELLI
Senior Associate
CARL BERGHOLTZ
Director
OLOF RUSTNER
Analyst
MALCOLM HORNER
Associate
MATT ROGERS
Senior Adviser
WILL SHELDON
Analyst
CHRISTIAN LAGERLING
Co-Founder & Senior
Advisor
PER LINDTORP
Vice President
JULIAN RIEDLBAUER
Partner
ALI DAGLI
Director
GRAEME BAYLEY
Partner
PETER READ
Board Director
ADAM RUDD
Vice President
CARL WESSBERG
Vice President
OKAN INALTAY
Analyst
STIRLING ADELHELM
Associate
MATTHEW FINEGOLD
Analyst
PHILIP FROSSLING
Analyst
18
LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER
www.gpbullhound.com
KNOWLEDGE-BASED BANKING BUILT ON TRUST
GPBULLHOUND’SINDUSTRYEVENTS& SPEAKINGENGAGEMENTS AWARDWINNINGINVESTMENTBANK
2010 CORPORATE FINANCE BOUTIQUE OF THE YEAR
2010 DEAL OF THE YEAR & RUNNER-UP DEAL OF THE YEAR
2010 M&A BOUTIQUE INVESTMENT BANK OF THE YEAR &
GREEN ENERGY DEAL OF THE YEAR
SECTORRESEARCHGLOBALREPRESENTATION
2013 BOUTIQUE INVESTMENT BANK OF THE YEAR - UK
2013 LEADING ADVISERS OF THE YEAR
2013 DEALMAKER OF THE YEAR 40 UNDER 40 AWARD
19
SAN FRANCISCO OFFICE
ONE MARITIME PLAZA, SUITE
1620
SAN FRANCISCO, CA 94111
TEL +1(415) 986 0191
FAX +1(415) 986 0180
MEMBER OF FINRA
HQ: LONDON OFFICE
52 JERMYN STREET, LONDON
SW1Y 6LX
TEL +44(0)207 101 7560
FAX +44(0)207 101 7561
AUTHORISED AND REGULATED
BY THE FCA & PRA
STOCKHOLM OFFICE
BIRGER JARLSGATAN 5
111 45 STOCKHOLM, SWEDEN
TEL +46(0)8 545 074 14
FAX: +46(0)8 545 071 01
BERLIN OFFICE
OBERWALLSTR. 20,
101 17 BERLIN, GERMANY
TEL +49(0)30 610 80 600
FAX +49(0)30 610 80 6029
MANCHESTER OFFICE
1 NEW YORK ST
MANCHESTER M1 4HD
TEL +46(0)8 545 074 14
FAX: +46(0)8 545 071 01
Disclaimer: The contents of this presentation document ("Presentation") shall not be deemed to be any form of offer or binding commitment on the part of GP Bullhound LLP. This Presentation is provided for use by the
intended recipient for information purposes only. It is prepared on the basis that the recipients are sophisticated investors with a high degree of financial sophistication and knowledge. No representation or warranty,
express or implied, is or will be made in respect of the information contained in this Presentation and no responsibility or liability is or will be accepted by GP Bullhound LLP in this regard. In particular, but without
prejudice to the generality of the foregoing, no representation or warranty is given as to the accuracy, completeness or reasonableness of any projections, targets, estimates or forecasts contained in this Presentation or
in such other written or oral information that may be provided by GP Bullhound LLP. All liability is expressly excluded to the fullest extent permitted by law. This Presentation may contain forward-looking statements, which
involve risks and uncertainties. Actual results may differ significantly from the results described in such forward-looking statements. Any past performance information contained in this Presentation is provided for
illustrative purposes only and is not necessarily a guide to future performance and the value of securities may fall as well as rise. In particular, investments in the technology sector can involve a high degree of risk and
investors may not get back the full amount invested. This Presentation should not be construed in any circumstances as a solicitation or offer, or recommendation, to acquire or dispose of any investment or to engage in
any other transaction, or to provide any investment advice or service and you should not act or refrain from acting upon any information contained on it without seeking appropriate professional advice. In the event that
you should wish to engage GP Bullhound LLP, separate documentation, including an engagement letter, will be provided to you. For the purposes of the rules and guidance issued by the Financial Conduct Authority ("the
FCA"), this Presentation has been communicated by GP Bullhound LLP, which is authorised and regulated by the United Kingdom Financial Conduct Authority under number 527314. This Presentation is only directed at
persons who fall within the category of “Professional Clients” as defined in the rules and guidance issued by the FCA from time to time and any investment or investment activity to which this Presentation relates is
available only to such persons and will be engaged in only with such persons. The information contained in this Presentation must not be relied upon by persons who are not Professional Clients and any person who is
not a Professional Client should return it immediately to GP Bullhound LLP at the address below. This Presentation and any other information or opinions supplied or given to you by GP Bullhound LLP constitute
confidential information. Neither the whole nor any part of the information contained in this Presentation may be duplicated in any form or by any means. Neither should the information contained in this Presentation, or
any part thereof, be redistributed or disclosed to anyone without the prior written consent of GP Bullhound LLP.
GP Bullhound LLP is a limited liability partnership registered in England and Wales, registered number OC352636, and is authorised and regulated by Prudential Regulation Authority and the FCA. Any
reference to a partner in relation to GP Bullhound LLP is to a member of GP Bullhound LLP or an employee with equivalent standing and qualifications. A list of the members of GP Bullhound LLP is available for
inspection at its registered office: 52 Jermyn Street, London SE1Y 6LX.
In the last twelve months, GP Bullhound LLP is or has been an advisor to and received compensation from the following companies mentioned in this report: MusicQubed, Maxthon, Spotify, Delivery Hero, LeoVegas.
For US Persons: This research report is distributed to U.S. persons by GP Bullhound Inc. A broker-dealer registered with the SEC and a member of the FINRA. GP Bullhound Inc. is an affiliate of GP Bullhound LLP.
This research report does not provide personalized advice or recommendations of any kind. All investments bear certain material risks that should be considered in consultation with an investor’s financial, legal, and tax
advisors. The following employees of GP Bullhound were involved in writing this report: Ali Dagli, Alec Dafferner, Okan Inaltay, Danny Nguyen and Bryan Chiou. GP Bullhound Inc. engages in private placement and
mergers and acquisitions advisory activities with clients and counterparties in the Technology and CleanTech sectors.

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GP Bullhound Mobile App Ecosystem Report

  • 1. LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com INDEPENDENT TECHNOLOGY RESEARCH MOBILE APP ECOSYSTEM JULY 2014 The New “Mobile App Reality” Unprecedented Value Creation Opportunity ALI DAGLI Ali.dagli@gpbullhound.com San Francisco: +1 415 500 6999 ALEC DAFFERNER Alec.dafferner@gpbullhound.com San Francisco: +1 415 986 0168 OKAN INALTAY Okan.inaltay@gpbullhound.com San Francisco: +1 415-200-4139
  • 2. 2 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com SCREEN OF HORROR WE CAN NO LONGER LIVE WITHOUT OUR SMARTPHONES AND MOBILE APPS
  • 3. 3 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com TABLE OF CONTENTS » How the mobile app phenomenon started » Its appeal and what has changed » The three pillars of success for developers » What consumers do most on mobile devices » The challenges » Unprecedented value creation opportunity
  • 4. 4 Based on the study “Bicycle for the Mind” Initiated by Apple Accelerated by Google Cast Includes: › 10k+ Ecosystem partners › 1m+ Mobile App Developers › 1.75Bn Mobile users The study measured efficiency of locomotion for various species. Humans came a third of the way down the list. However, when given a bicycle, humans came in on top. 25+ years ago, this study made Steve Jobs realize that it was man’s skill as a toolmaker that categorically amplified his inherent abilities. Driving Jobs to invent his evolutionary bicycle for the mind: the “iPhone"--inaugurating today’s ubiquitous mobile app ecosystem THE NEW “MOBILE APP REALITY”THE NEW “MOBILE APP REALITY” 4
  • 5. 5 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com IPHONE LAUNCH VS NOW JUNE 2007 – IPHONE LAUNCH IN NEW YORK MAY 2014 –ORDINARY DAY IN SAN FRANCISCO IN 2007, EVERYONE’S LOOKING AHEAD TO THEIR PURCHASE IN 2014, EVERYONE’S LOOKING DOWN AT THEIR PHONES
  • 6. 6 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com THE IRRESISTIBLE APPEAL OF MOBILE » Powerful personal computers — with us at all times » Two-way connectivity between individuals and the world » Innumerable apps already installed — and millions available instantly » Each app curated for its purpose — customized for and by each user » Seamless app store and instant-purchasing back-end » Dynamic real-time data integration (e.g. social, location, motion)
  • 7. 7 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com CHANGE IS SHIFT FROM PACKAGED PRODUCT TO SERVICES MODEL Content Creator Publisher Distribution Partners / Carriers Retail + Platform Third-party Development Tools Passive Consumer Consoles + Steam? Empowered Consumers IP-Based Platforms Mobile-First Web Social Networks IP-Based TVDistribution Partner Service Provider FROM TRADITIONAL ONE-WAY PACKAGED PRODUCT MODEL   TO IP-BASED TWO-WAY SERVICES MODEL » Inefficient/indirect » One-way » Few options » Control to sell » Low margins » Efficient/Direct » Two-way » Many options » Engage to keep » High margins
  • 8. 8 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com THREE PILLARS OF SUCCESS FOR MOBILE SERVICE PROVIDERS 1. BEING AND STAYING RELEVANT 2. CULTIVATING LARGE ACTIVE USER BASE 3. CONVERTING STRONG USER RELATIONSHIPS INTO MONEY
  • 9. 9 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com (1) BEING AND STAYING RELEVANT BE RELEVANT WANTS NEEDS EMOTIONS RELEVANCY IS PROXY FOR REPEAT USAGE/RETENTION STAY RELEVANT SATISFY/LISTEN RE-ENGAGE/BALANCE CONTINUE TO INNOVATE Messaging/Calls Dating Apps Social Networks Games Mobile Music Mobile Video ProductivityReservationsMobile Content On-demand Services
  • 10. 10 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com (2) CULTIVATING LARGE ACTIVE USER BASE LARGE ACTIVE USER BASE IS PROXY FOR POWER/PATH TO MONETIZATION #1 in 2004 (95M MAUs) 0 200 400 600 800 1000 1200 Users on Mobile (In Millions) Mobile Platforms » Google Android » Apple iOS Mobile Gateways » Browsers » Messaging Apps » Horizontal Social Networks Mobile Services » Media » Music » Video » Utilities » Productivity Apps » Online/Offline » Games » Dating Apps » Vertical Social Networks Source: Company filings, industry news and market research, GP Bullhound.
  • 11. 11 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com (3) CONVERTING STRONG USER RELATIONSHIPS INTO MONEY A. DIRECTLY MONETIZE USERS THROUGH APP STORE AND DIRECT PAYMENTS 1. Bank on strong engagement (IN-APP) 2. Bank on perceived monetary value (PAID) 3. Direct to owned products with 1 & 2 B. INDIRECTLY MONETIZE USERS THROUGH ADVERTISING/REV-SHARE/LICENSING 4. Sell user impressions (CPM ADVERTISING) 5. Sell user intentions (CPC ADVERTISING) 6. Sell user installs/actions (CPI/CPA ADVERTISING) 7. Direct to 3rd party products with 1 & 2 (REV-SHARE/LICENSING) C. MAKE IT FREE, NO ADS; GO FOR ULTIMATE USER GROWTH AND EVENTUAL EXIT 8. Sell the company (?)($1bn) ($19bn)
  • 12. 12 Ad Hoc Labs SLOTS/CASINO/POKER ARCADE/TURN/PUZZLE BRAIN/QUIZ/WORDS Poptacular MGMT/SOCIAL CASUAL Zakeh STRATEGY/CARD BATTLE/RPG/SIM ACTION/ADV/SHOOTER/RACING Krasnov Games COMMUNICATE AND SOCIALIZE CONSUME MEDIA TRIGGER OFFLINE ACTIONS/EVENTS BE IN TOUCH (ONE TO ONE/ONE TO FEW) BE IN TOUCH (MANY TO MANY/SOCIAL NETWORKS) BROWSE THE WEB GET NEWSLOOK FOR INFORMATION PLAY MUSIC PLAY VIDEOS BUY OFFLINE GOODS MAKE RESERVATION ORDER ON-DEMAND SERVICE MANAGE MONEY GET HEALTHY LONGER READING MAKE CALLS FitNow MoboTap GET EDUCATION/LEARN Bagatrix WHERE DO WE SPENT MOST OF OUR TIME ON MOBILE GET THROUGH THE WEEK MANAGE EMAIL/CALENDAR GET STUFF DONE EDIT PHOTOS/VIDEOSNAVIGATEORGANIZE/CREATE DOCS/NOTES USE UTILITIES/TOOLS Alminder Cogitap Software Good.iWare GO ON A DATE WHAT CONSUMERS DO MOST ON MOBILE DEVICES PLAY GAMES SPACETIME
  • 13. 13 SLOTS/CASINO/POKER ARCADE/TURN/PUZZLE BRAIN/QUIZ/WORDSMGMT/SOCIAL CASUALSTRATEGY/CARD BATTLE/RPG/SIM ACTION/ADV/SHOOTER/RACING COMMUNICATE AND SOCIALIZE CONSUME MEDIA TRIGGER OFFLINE ACTIONS/EVENTS BE IN TOUCH (ONE TO ONE/ONE TO FEW) BE IN TOUCH (MANY TO MANY/SOCIAL NETWORKS) BROWSE THE WEB GET NEWSLOOK FOR INFORMATION PLAY MUSIC PLAY VIDEOS BUY OFFLINE GOODS MAKE RESERVATION ORDER ON-DEMAND SERVICE MANAGE MONEY GET HEALTHY LONGER READING MAKE CALLS GET EDUCATION/LEARN WHERE DO WE SPENT MOST OF OUR TIME ON MOBILE GET THROUGH THE WEEK MANAGE EMAIL/CALENDAR GET STUFF DONE EDIT PHOTOS/VIDEOSNAVIGATEORGANIZE/CREATE DOCS/NOTES USE UTILITIES/TOOLS GO ON A DATE MONETIZATION CHARACTERISTICS OF EACH CATEGORY PLAY GAMES HIGHLY ENGAGING MOBILE SERVICES (INSTANT GRATIFICATION) HIGH APP STORE & DIRECT PAYMENTS (IN-APP/PAID) MONETIZATION POTENTIAL FREQUENTLY-USED MOBILE GETAWAYS/SOCIAL NETWORKS HIGH INDIRECT MONETIZATION POTENTIAL MOBILE PRODUCTS W/ HIGH PERCEIVED VALUE HIGH PAID AND INDIRECT MONETIZATION POTENTIAL FREQUENTLY-USED MOBILE PRODUCTS W/ RELATIVELY LOWER ENGAGEMENT PAID OR INDIRECT MONETIZATION POTENTIAL 13
  • 14. 14 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com MOBILE APP ECOSYSTEM CHALLENGES » Big and established players outbidding competition/owning a territory » User retention — engaging/retaining users in a highly dynamic marketplace » User monetization — Free-to-play monetization; lower CPM rates on ads » User acquisition — crowded space and high user acquisition costs » Privacy and safety concerns related to personal data » Device, platform and app store fragmentation (e.g. Android, China) » Localization, culturization, or being foreign to a large market (e.g. China)
  • 15. 15 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com UNPRECEDENTED VALUE CREATION OPPORTUNITY ON MOBILE NON-GAMING DEVELOPERS GAMING DEVELOPERS COMPANY VALUATION TIME Crime City & Modern War $210 million (Sale to Gree) 10 months Clash of Clans & Hay Day $3 billion (51% Sale to GungHo) 15 months Candy Crush Saga $5 billion (IPO) 18 months Puzzle & Dragons $7.2 billion (Market Cap Appreciation) 18 months COMPANY VALUATION TIME Instagram $1 billion (Sale to Facebook) 18 months Snapchat $4 billion (Rumoured Google Offer) 26 months Whatsapp $19 billion (Sale to Facebook) 4 years Twitter $24 billion (IPO) 6 years USER BASE REVENUES PROFITABILITY 4 4 4 USER BASE REVENUES PROFITABILITY 4 1 0 TYPICAL VALUE CREATION Strategic TYPICAL VALUE CREATION Strategic, Financial
  • 16. 16 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com GP BULLHOUND SNAPSHOT » Long track record of success › Founded in 1999, completed over 160+ transactions › Closed 24 transactions in 2013 › 16 deals closed in 2014 H1 » A premier corporate finance advisory firm › Mergers & Acquisitions › Capital Raising and Secondary Placements › Strategic Advisory » Deep domain expertise across the Technology sector › Mobile & Gaming › Internet & Digital Media › Software & Big Data/Analytics › Consumer Technologies » Focus on top-tier emerging growth companies » Strong cross-border capabilities › Offices in San Francisco, London, Stockholm, Berlin, and Manchester › Deep, broad relationship network SELECTED RECENTLY ANNOUNCED TRANSACTIONS SOLD TOSOLD TO CASUAL DATING BUSINESS GRENDALL INVESTMENT SECONDARY SHARE SALE SECONDARY SHARE SALE INVESTMENT SOLD TOPRIVATE PLACEMENT PRIVATE PLACEMENT SOLD TO SOLD TOPRIVATE PLACEMENT PRIVATE PLACEMENT SOLD TO SOLD TOMERGED WITHSOLD TO UNDISCLOSED ASIAN INVESTORS, LIBRATONE MANAGEMENT
  • 17. 17 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com THE GP BULLHOUND TEAM PER ROMAN Managing Partner HUGH CAMPBELL Managing Partner MANISH MADHVANI Managing Partner SIMON NICHOLLS Partner GUILLAUME BONNETON Partner LORD CLIVE HOLLICK Partner CECILIA ROMAN Director ANDRE SHORTELL Partner MARK KLIMMEK Vice President OANA CHIMINA Analyst PHILIPPE GREMILLET Analyst ALEC DAFFERNER Partner CLAUDIO ALVAREZ Director SIR MARTIN SMITH Chairman ANTONY NORTHROP Senior Adviser ALEXIS SCORER Director RAVI GHEDIA Associate ALESSANDRO CASARTELLI Senior Associate CARL BERGHOLTZ Director OLOF RUSTNER Analyst MALCOLM HORNER Associate MATT ROGERS Senior Adviser WILL SHELDON Analyst CHRISTIAN LAGERLING Co-Founder & Senior Advisor PER LINDTORP Vice President JULIAN RIEDLBAUER Partner ALI DAGLI Director GRAEME BAYLEY Partner PETER READ Board Director ADAM RUDD Vice President CARL WESSBERG Vice President OKAN INALTAY Analyst STIRLING ADELHELM Associate MATTHEW FINEGOLD Analyst PHILIP FROSSLING Analyst
  • 18. 18 LONDON | SAN FRANCISCO | STOCKHOLM | BERLIN | MANCHESTER www.gpbullhound.com KNOWLEDGE-BASED BANKING BUILT ON TRUST GPBULLHOUND’SINDUSTRYEVENTS& SPEAKINGENGAGEMENTS AWARDWINNINGINVESTMENTBANK 2010 CORPORATE FINANCE BOUTIQUE OF THE YEAR 2010 DEAL OF THE YEAR & RUNNER-UP DEAL OF THE YEAR 2010 M&A BOUTIQUE INVESTMENT BANK OF THE YEAR & GREEN ENERGY DEAL OF THE YEAR SECTORRESEARCHGLOBALREPRESENTATION 2013 BOUTIQUE INVESTMENT BANK OF THE YEAR - UK 2013 LEADING ADVISERS OF THE YEAR 2013 DEALMAKER OF THE YEAR 40 UNDER 40 AWARD
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For US Persons: This research report is distributed to U.S. persons by GP Bullhound Inc. A broker-dealer registered with the SEC and a member of the FINRA. GP Bullhound Inc. is an affiliate of GP Bullhound LLP. This research report does not provide personalized advice or recommendations of any kind. All investments bear certain material risks that should be considered in consultation with an investor’s financial, legal, and tax advisors. The following employees of GP Bullhound were involved in writing this report: Ali Dagli, Alec Dafferner, Okan Inaltay, Danny Nguyen and Bryan Chiou. GP Bullhound Inc. engages in private placement and mergers and acquisitions advisory activities with clients and counterparties in the Technology and CleanTech sectors.