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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 Months Ago Today Conclusion: Rest of the World is growing, should be taken into consideration Is Global Relevant?
    • 5. US Market vs LARCH?  51% US 22% Europe 11% LATAM 5% RUSSIA 9% CHINA  LARCH + US = 76% of total usage No matter what, US is still King Is Global Relevant?
    • 6. Fact: US is Still King  US Continues to lead app creations, by far - Top 5 Cities, NYC and LA - 60 of top 100 cities worldwide  US generates largest number of app downloads  US has highest App Revenue 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 Lessons Learned
    • 8. Lesson Learned #1 – AppCrowding  App Overstuffing - US is twice as crowded - Primary Factor: Do you speak English? Conclusion: Localize your Apps… Lessons Learned
    • 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 market effectively Lessons Learned
    • 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 Lessons Learned
    • 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, but Fish with a Rod in LARCH Lessons Learned
    • 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 Russia Brazil Argentina UK US World Hours 6.6 6.3 10.2 4.7 4.2 3.7 Rank 2 3 1 6 9 * Source ComScore and BNamericas Conclusion: Invest in Social Aspects everywhere except China. Lessons Learned
    • 13. So US is Still King… but Competition is Fierce  Red Ocean vs Blue Ocean: How do you want to compete? Suggested Path
    • 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 Suggested Path
    • 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 Suggested Path
    • 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 Suggested Path
    • 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 Suggested Path
    • 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 Suggested Path
    • 19. The Global Side of Android THANK YOU!!! Vasily Salomatov (@vsalomatov) Estuardo Robles (@tatarobles)