Should I stay or should I go?    When going global means going local.
Some quick notes about myself•   I work with mobile since 2004•   I’m on my 3rd start-up - so far, it’s a tie: a draw, a  ...
And about Grupo.Mobi•   Founded in 2007•   Brazil’s largest mobile marketing and advertising group•   190 employees, 5 off...
Mobile Inventory
Mobile Inventory Amount of advertising impressions available
Mobile InventoryAdmob used to tell us how much each month
Mobile Inventory      Now they just couldn’t care less
Well, I care.
Mobile inventory = Local + Originated at
Can you guess the ratio of gringo/local in Brazil?
As my daughter would say...
It’s infinite times!
Now, why is that? • Angry Birds? • Cut the Rope? • Echofon? • Oh, I know, (insert big app here)!
Now, why is that? • No, no, no and no. • Well, they do help. • But it’s the long tail and the not so long tail • e-Buddy, ...
And then Apps I never heard of started talking to us about their local inventory (Brazil/LATAM)
• Do these guys had a global strategy?• Did they had a global/local strategy?• Were they doing the right stuff?
• Should you have a global strategy?• Should you have a global/local strategy?• I hope you’ll do the right stuff.
Customizing or localizing content forspecific markets and cultures will multiplythe desired effect
It’s about familiarity
• EA localized car racing games in Russia:  • 600% ROI over the English version• LUG (online games distributor in BR):  • ...
Should every app have a localization strategy?
Are you any of these?
A global app
A localized app
A local app
Meanwhile, at the App Store •   Games are king •   But less so, when it comes to free apps •   Free:     •   Entertain    ...
Meanwhile, at the App Store •   US App Store:     •   Paid Apps:         •   Games are 75-80% of top 300     •   Free Apps...
Meanwhile, at the App Store •   LATAM App Stores (BR/MX/AR):     •   Paid and Free Apps:         •   Games are ~30% of top...
How many of them are local/localized? •   LATAM App Stores BR/MX/AR:     •   Local: ~12% of apps (excluding games)     •  ...
Those numbers, I calculated them myself.
Feeling local makes a difference •   Sky Night X Star Walk: Sky Night (localized) •   Outfit 7: apps in local language get...
What does it mean going local? You have the local apps: you have to be local...
What does it mean going local? • You have the partially localized apps:   • That’s easy - translate your presentation     ...
What does it mean going local? • And you have fully localized apps:  • That’s hard - you need everything     translated. A...
Paid or Free? • LATAM: people don’t like to pay. They do.   But it’s harder. A partially localized version   should be a 1...
Which platform?• Apple outnumbers all others in terms of  downloads• You need to check each market for other  options (Bla...
And how should I do some noise?Total downloads over time                            Mobile Media                          ...
That chart, I calculated it myself too.
A few more “rules”
Universal Rules • The MVA (Minimum Viable App)
Deciding• Check your numbers• Check the app stores (there are a lot of  apps for that)• Research the market when you find ...
Preparing • Run tests to identify localization readiness • Real estate limitations: languages different   than English may...
Go for it • Translate • Find local partners for localization,   distribution and monetization • Have someone in charge
Thank you.   Terence Reisterence@grupo.mobi
Mobile Web and Apps World New Orleans Session 5 does think global work for apps
Mobile Web and Apps World New Orleans Session 5 does think global work for apps
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Mobile Web and Apps World New Orleans Session 5 does think global work for apps

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Does Think Global Work For Mobile Apps?

Is your app going global? What are your chances to succeed on places as different as Eastern Europe and Latin America? Should you evaluate localization strategies? Based on LATAM and Brazilian market hits and misfires, this presentation will provide an overview of the opportunities available for app on local LATAM markets.

Terence Reis, Partner- Grupo.Mobi

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Mobile Web and Apps World New Orleans Session 5 does think global work for apps

  1. 1. Should I stay or should I go? When going global means going local.
  2. 2. Some quick notes about myself• I work with mobile since 2004• I’m on my 3rd start-up - so far, it’s a tie: a draw, a failure, and now, it seems, a hit• I set-up the MMA LATAM Chapter, as their Managing Director• I change my mobile each 6 months• And I don’t use the beard anymore - at my daughter’s request
  3. 3. And about Grupo.Mobi• Founded in 2007• Brazil’s largest mobile marketing and advertising group• 190 employees, 5 offices in Brazil, 1 in London, upcoming: Buenos Aires and Miami (or New York, we’re still not sure)• What we do: • Mobile web and apps - Fingertips (http://ftips.com.br) • Mobile advertising network - Hands (http://hands.com.br) • Mobile games - Monster Juice (http://monsterjuice.com.br) • Mobile marketing platforms - Aorta (http://aorta.com.br)
  4. 4. Mobile Inventory
  5. 5. Mobile Inventory Amount of advertising impressions available
  6. 6. Mobile InventoryAdmob used to tell us how much each month
  7. 7. Mobile Inventory Now they just couldn’t care less
  8. 8. Well, I care.
  9. 9. Mobile inventory = Local + Originated at
  10. 10. Can you guess the ratio of gringo/local in Brazil?
  11. 11. As my daughter would say...
  12. 12. It’s infinite times!
  13. 13. Now, why is that? • Angry Birds? • Cut the Rope? • Echofon? • Oh, I know, (insert big app here)!
  14. 14. Now, why is that? • No, no, no and no. • Well, they do help. • But it’s the long tail and the not so long tail • e-Buddy, Nimbuzz, Echofon, AntSmasher, and most of what’s free and fun. And helpful.
  15. 15. And then Apps I never heard of started talking to us about their local inventory (Brazil/LATAM)
  16. 16. • Do these guys had a global strategy?• Did they had a global/local strategy?• Were they doing the right stuff?
  17. 17. • Should you have a global strategy?• Should you have a global/local strategy?• I hope you’ll do the right stuff.
  18. 18. Customizing or localizing content forspecific markets and cultures will multiplythe desired effect
  19. 19. It’s about familiarity
  20. 20. • EA localized car racing games in Russia: • 600% ROI over the English version• LUG (online games distributor in BR): • A game localized in Portuguese yielded 15X more revenueSource: http://lingoport.com
  21. 21. Should every app have a localization strategy?
  22. 22. Are you any of these?
  23. 23. A global app
  24. 24. A localized app
  25. 25. A local app
  26. 26. Meanwhile, at the App Store • Games are king • But less so, when it comes to free apps • Free: • Entertain • Help • Search • Boost
  27. 27. Meanwhile, at the App Store • US App Store: • Paid Apps: • Games are 75-80% of top 300 • Free Apps: • Games are 35-40% of top 300 • More apps to compete (social apps)
  28. 28. Meanwhile, at the App Store • LATAM App Stores (BR/MX/AR): • Paid and Free Apps: • Games are ~30% of top 300
  29. 29. How many of them are local/localized? • LATAM App Stores BR/MX/AR: • Local: ~12% of apps (excluding games) • Localized: ~25% of apps (excluding games)
  30. 30. Those numbers, I calculated them myself.
  31. 31. Feeling local makes a difference • Sky Night X Star Walk: Sky Night (localized) • Outfit 7: apps in local language get more downloads • Weather: local apps are more downloaded (even though they might not be as good or complete) • Flight tracker apps: local or localized got more downloads • Medical apps: local or localized apps • Tools in general: localized apps • And even games - Gameloft and Disney localize their games
  32. 32. What does it mean going local? You have the local apps: you have to be local...
  33. 33. What does it mean going local? • You have the partially localized apps: • That’s easy - translate your presentation texts at the App Stores • And that’s it. Just doing this will get you more downloads
  34. 34. What does it mean going local? • And you have fully localized apps: • That’s hard - you need everything translated. And it needs to be right • But you will make yourself a local! • (People don’t know who’s local. They just assume.)
  35. 35. Paid or Free? • LATAM: people don’t like to pay. They do. But it’s harder. A partially localized version should be a 1st choice. • Advertising: you will need a local partner and a lot of impressions - a fully localized app is the best option.
  36. 36. Which platform?• Apple outnumbers all others in terms of downloads• You need to check each market for other options (Blackberry still rules in Colombia and Venezuela, for instance)
  37. 37. And how should I do some noise?Total downloads over time Mobile Media Earned Media Paid Media Own Media Time
  38. 38. That chart, I calculated it myself too.
  39. 39. A few more “rules”
  40. 40. Universal Rules • The MVA (Minimum Viable App)
  41. 41. Deciding• Check your numbers• Check the app stores (there are a lot of apps for that)• Research the market when you find one
  42. 42. Preparing • Run tests to identify localization readiness • Real estate limitations: languages different than English may break the layout • A style guide and a glossary will help
  43. 43. Go for it • Translate • Find local partners for localization, distribution and monetization • Have someone in charge
  44. 44. Thank you. Terence Reisterence@grupo.mobi

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