The Glocality opportunity for app & games developers

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This is a presentation I gave at https://apppromotionsummit.com/BERLIN/

The goal was to open the conversation around internationalisation in the app/game business and the need to engage locally.

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  • I am half French, half Swiss.I lived in Finland for over 10 years and in the UK for 2.
  • Our assumption in today’s business world is that everyone speaks/understands English.
  • Different ecosystems, different stores.
  • But where in the world can I get apps?
  • iCoyote, a French service, warning drivers of dangers on the road.
  • Available in France
  • Germany
  • Spain
  • But not for users of other Android stores
  • Rovio launched Angry Birds in the US first.
  • Didn’t work
  • They launched in local markets, getting to the #1 position in these stores
  • Then got featured by Apple in the US/UK
  • And reached world domination
  • Books: not only the content needs to be translated, but the covers, summaries and so forth.Translation is not always enough, adaptation is sometimes needed.
  • iCoyote did it right for the countries they decided to support.
  • But more than shipping apps, developers need to build communities and engage with their customers
  • As well as providing support in a timely fashion.
  • http://bit.ly/TFAPIAPS
  • The Glocality opportunity for app & games developers

    1. 1. The Glocality opportunity Julien Fourgeaud Chief Product Officer, Transfluent julien@transfluent.com @julienfourgeaud
    2. 2. @julienfourgeaud Slideshare version This presentation has been modified for Slideshare.
    3. 3. @julienfourgeaud
    4. 4. @julienfourgeaud
    5. 5. @julienfourgeaud WHERE CAN I GET APPS?
    6. 6. @julienfourgeaud
    7. 7. @julienfourgeaud
    8. 8. @julienfourgeaud
    9. 9. @julienfourgeaud 134 Countries
    10. 10. @julienfourgeaud 134 Countries
    11. 11. @julienfourgeaud 134 Countries 155 Countries
    12. 12. @julienfourgeaud 134 Countries 155 Countries
    13. 13. @julienfourgeaud 134 Countries 155 Countries 200+ Countries
    14. 14. @julienfourgeaud WE ARE ALL USERS (OF SOMEONE’S ELSE APP)
    15. 15. @julienfourgeaud
    16. 16. @julienfourgeaud
    17. 17. @julienfourgeaud
    18. 18. @julienfourgeaud
    19. 19. @julienfourgeaud
    20. 20. @julienfourgeaud LOCAL MARKETS: OPPORTUNITY?
    21. 21. @julienfourgeaud
    22. 22. @julienfourgeaud
    23. 23. @julienfourgeaud
    24. 24. @julienfourgeaud "Before having any traction in the UK and US, which are now 90 per cent of our market, we had 30,000-40,000 downloads in smaller nations -- not a huge amount, but probably four times what the average app sells," Matt Wilson, to Wired UK.
    25. 25. @julienfourgeaud
    26. 26. @julienfourgeaud
    27. 27. @julienfourgeaud SOME STATS…
    28. 28. @julienfourgeaud
    29. 29. @julienfourgeaud Top countries in each regions • Top 3 Grossing in EU – UK, France, Germany • Top 2 Grossing in Middle East – UAE – Saudi Arabia – South Africa • Top upcoming countries in Latin America – Brazil, Mexico, Argentina
    30. 30. @julienfourgeaud
    31. 31. @julienfourgeaud
    32. 32. @julienfourgeaud IS LOCALIZING MY APP ENOUGH?
    33. 33. @julienfourgeaud
    34. 34. @julienfourgeaud
    35. 35. @julienfourgeaud
    36. 36. @julienfourgeaud Engagement
    37. 37. @julienfourgeaud Customer support
    38. 38. @julienfourgeaud HOW CAN WE HELP?
    39. 39. @julienfourgeaud The “Cisco” of translation • Network of over 20,000 • Speaking more than 80 languages • Seamlessly available for:
    40. 40. @julienfourgeaud Developers? • Simple REST API • File support: iOS (Localizable.strings), Android (.xml), MooTools/Javascript (.js), Symbian (.ts), Windows Phone (.resx), Java (.properties), YAML (.yml), Simple XML-files (.xml), GNU Gettext (.po), Excel (.xls) • JSON/CSV parsers available on request • Plain text
    41. 41. @julienfourgeaud Q&A
    42. 42. @julienfourgeaud julien@transfluent.com @julienfourgeaud

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