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7 Tips for Scaling Mobile Users in China. What can we learn from Uber @ Launch Scale - October 2015

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7 Tips for Scaling Mobile Users in China. What can we learn from Uber @ Launch Scale - October 2015

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7 Tips for Scaling Mobile Users in China. What can we learn from Uber @ Launch Scale - October 2015

  1. 7 Tips for Scaling Mobile Users in China What can we learn from Uber Edith Yeung (@edithyeung)  
  2. Edith Yeung is a Partner at 500 Startups’ Mobile Collective, focusing on investing in mobile apps and consumer internet startups. Before 500, Edith was the VP of marketing & business development for Dolphin Browser. Dolphin Browser is a Sequoia-backed mobile browser with over 150 million installs worldwide. She also founded RightVentures - seed stage investment firm focusing on mobile and consumer internet companies. Prior, she led many operation roles at Oracle, Siebel, AT&T, Symantec, Telstra, Cisco, Autodesk, etc.
  3. China by the number •  Over 1.37 billion in population •  Over 1.27 billion mobile phone subscribers •  691 million smartphone subscribers •  260 million people live in just 15 Chinese cities •  549 million Wechat monthly active users •  21 unicorn companies since 2011 •  Over 200 app stores in China •  Apple sold over 13 million units of iPhone in China only over a weekend in September 2015 Source:  Unicorn  list  -­‐  h1ps://www.cbinsights.com/research-­‐unicorn-­‐companies  
  4. China is tough •  Regulatory barriers. Google vs. Baidu. •  Device fragmentation. It’s an Android world. •  Fraud. Fake users, fake installs and fake rides. •  Language barriers. No English. •  Great firewall. No Google, Facebook or Twitter.
  5. Who loves China?
  6. Scaling Mobile Users in China
  7. Act like an Unicorn
  8. 7 Tips for Scaling Mobile Users in China 1.  Chinese Naming 101 2.  Optimize 3rd Party App Stores 3.  Offline marketing works. QR code is popular! 4.  Online marketing works Ad network + mega apps 5.  Socialize Chinese style 6.  Hyper local communications 7.  Hyper local product offerings
  9. Chinese Naming 101 领英     优步     Elegant Ride Best Talent I want Jobs51  
  10. Optimize for 3rd Party App Stores 1.  360 Mobile Assistant 360 手机助手 2.  91 Assistant 91 助手 3.  Xiaomi  MIUI  App  Store 4.  Wandoujia 豌豆 5.  Anzhi 安智官网 6.  Huawei  App  Store   7.  Himarket 安卓市场 8.  vivo手机助手   Uber on Chinese app store with keywords including all cities available
  11. Offline Marketing Works •  QR code is extremely popular •  Street campaigns •  Coupon codes •  Fliers •  Booth babes Uber driver QR code ad
  12. Booth helpers in China I took these photos at GMIC Beijing 2014
  13. Mobile Marketing – Fake or not! 腾讯广点通  -­‐  Tencent     百度移动网盟  Baidu  Union     新浪粉丝通  –  Sina  Fan  Network       多盟-­‐  Domob     有米  –  Youmi     力美  –  Limei     Source:  Photo  -­‐  h1p://www.cultofmac.com/311171/crazy-­‐iphone-­‐rig-­‐shows-­‐chinese-­‐workers-­‐manipulate-­‐app-­‐store-­‐rankings/   Fake installs generation process ☺
  14. Mobile Marketing - Partner with Mega Apps 1.  News apps (今日头条) 2.  Messaging apps (WeChat) 3.  Dating apps (陌陌, or Momo) 4.  Weather apps 5.  Map apps Baidu Maps integrated with Uber
  15. Socialize Chinese Style Uber official accounts on Wechat
  16. 1.  Wechat 2.  Sina Weibo 3.  Renren 4.  Kaixin 5.  Tencent’s Weibo Socialize Chinese Style
  17. Hyper local communication Uber driver ad in Beijing Uber price list in Xiamen Uber QR code in Xian
  18. Hyper local communication Uber driver app instruction print out
  19. Hyper Local offering – Give what the people want Uber People Launch event
  20. 7 Tips for Scaling Mobile Users in China 1.  Chinese Naming 101 2.  Optimize 3rd Party App Stores 3.  Offline marketing works. QR code is popular! 4.  Online marketing works Ad network + mega apps 5.  Socialize Chinese style 6.  Hyper local communications 7.  Hyper local product offerings
  21. You can have your mooncake and eat it too.
  22. You can find my presentation at: •  Deck http://www.edith.co/#blog •  Email edith@500.co •  Twitter @edithyeung •  Newsletter http://www.edith.co/#newsletter

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