Monetization Opportunities Increase as Mobile Markets Mature App Annie’s mobile adoption curve illustrates Phase 2: Phase 3: Phase 1: Adoption Ubiquity Experimentation how markets evolve through mobile. As markets enter the early stages of mobile maturity — often characteristic of emerging markets such as Indonesia and India — they see strong downloads numbers driven by new mobile T1-2 Cities device owners discovering and experimenting with new apps. This is known as the Experimentation phase. As mobile habits begin to form and users settle into their go-to apps, engagement climbs, known as the Adoption — Downloads phase. Following, is the Ubiquity phase — — Usage marked by increasing engagement and T3+ Cities & Rural — Revenue consumer spend — as mobile takes over Volume mindshare for consumers. Time 8 COPYRIGHT 2019