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The Global Side of Android

The Global Side of Android. Lessons Learned while pushing Android in Russia, China, the U.S. and Latin America Vasily Salomatov (@vsalomatov) Estuardo Robles (@tatarobles). Agenda. Is Global Relevant? Lessons Learned Suggested Path. AppsGeyser Background. 70,000 apps

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The Global Side of Android

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  1. The Global Side of Android Lessons Learned while pushing Android in Russia, China, the U.S. and Latin America Vasily Salomatov (@vsalomatov) Estuardo Robles (@tatarobles)

  2. Agenda • Is Global Relevant? • Lessons Learned • Suggested Path

  3. AppsGeyser Background • 70,000 apps • 9 mln app downloads • 120 countries making apps • Our business has grown with the general android market • We are not offering too niche nor too basic • We are a good spotlight on the market • A real business, bootstrapped until now, growing organically We offer a good barometer of Android in General Is Global Relevant?

  4. Why Pay Attention to Global? • We started with US, UK, Europe • Quickly gained traction in China, Latin America 6 MonthsAgo Today Conclusion: Rest of the World is growing, should be taken into consideration Is Global Relevant?

  5. US Market vs LARCH? • 51% US22% Europe11% LATAM5% RUSSIA9% CHINA • LARCH + US = 76% of total usage No matterwhat, US isstill King Is Global Relevant?

  6. Fact: US is Still King • US Continuesto lead appcreations, byfar • Top 5 Cities, NYC and LA • 60 of top 100 citiesworldwide • US generateslargestnumber of appdownloads • US has highestAppRevenue Conclusion: The great promise for all of us in the Android Space is to be able to export and reapply US-based innovation to the Rest of the World. Is Global Relevant?

  7. Lessons Learned in Rest of the World #1 Appcrowding #4 Fishing #2 App Usage #5 App Loyalty #3 Income Gap LessonsLearned

  8. Lesson Learned #1 – AppCrowding • App Overstuffing • US is twice as crowded • Primary Factor: Do you speak English? Conclusion: LocalizeyourApps… LessonsLearned

  9. Lesson Learned #2 - App Usage • Usage varies, is targeted at different Peaks • China: specific peaks • Russia: very uniform • US and Latam: low in the mornings Conclusion: Use the “Prime Time” in each target marketeffectively LessonsLearned

  10. Lesson Learned #3 – Income Gap in Users • Apps are being used by elite segments: Higher education & Higher income • US has the smallest gap • $44K vs $70K • Still a 60% difference! • Russia: 3X • Latam: 3.5X • China: the strongest of all • 5X average income Consider this: Even today, you will be reaching high-income households, especially in LARCH LessonsLearned

  11. Lesson Learned #4 – Fishing for Users • Long Tail vs Short Tail = Casting a Net vs Rod Fishing • US: really hard to break into the Top • 1% chance of getting 50K+ downloads • Risks are higher, but also the Rewards • LARCH is different story • Like US, but several months behind • Chances for 1 hit wonders still high Conclusion: Cast a Net in US, butFishwith a Rod in LARCH LessonsLearned

  12. Lesson Learned #5 – App loyalty • App Loyalty factor varies by country and type of app • Average Usage for Social Networked apps: • US: 100 times • Latam: 300 times * Source ComScore and BNamericas Conclusion: Invest in Social Aspectseverywhereexcept China. LessonsLearned

  13. So US is Still King… but Competition is Fierce • Red Ocean vs Blue Ocean: How do you want to compete? SuggestedPath

  14. Entering LARCH: Where do I start? • We Recommend you enter LARCH • We ourselves are revisiting the region with more force, join us! • Suggested Path • Begin with Latam, then Russia, finally China • Latam: On your mark… • The perfect storm for first expansion • Russia: Get set… • Launchpad into Eurasia • China: Go! • Hit the ground running SuggestedPath

  15. Entering Latam • Latam: The perfect storm, combines everything: • Low competition, • Easy(ier) to localize • Same alphabet! • One language hits many markets • Cultural affinity • Multiple countries – small & large • Replicate your success easily • Apply lessons to US Hispanic Market • Tidbit: Android is 3rd wave of Latin Love SuggestedPath

  16. Entering Latam • The Big 2 in Latam: Brazil and Mexico • The Medium 5: Colombia, Venezuela, Peru, Argentina, Chile, Guatemala • The Small Hot markets: Dominican Republic , Costa Rica, Panama, Uruguay SuggestedPath

  17. Entering Russia • Russia: Launchpad into Eurasia • Western mentality with Asian market Obstacles • Account for “Search & Social” nuances • Use Vkontakte (Facebook not very popular) • Search Engine Yandex (Used way more than Google) • While at it, you can Test drive what it is like to enter China • Tidbit: Android is highly accepted in Russia SuggestedPath

  18. Entering China • Entering China – publish to android market, then a few of the Big 5 chinese markets • HIAPK • GOAPK • Gfan • Yingyonghui • Ndoo • China will be there for you… • Tidbit: Android is not popular • China has a passion for iPhone SuggestedPath

  19. The Global Side of Android THANK YOU!!! Vasily Salomatov (@vsalomatov) vas@appsgeyser.com Estuardo Robles (@tatarobles) tatarobles@appsgeyser.com http://www.appsgeyser.com/blog

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