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Startup Asia Jakarta 2013: Admob Keynote

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Startup Asia Jakarta 2013: Admob Keynote

  1. 1. Unlocking the Secrets of Localization How to build great apps for global users Tuyen Nguyen Mobile Publisher Advocate, Google Google Confidential and Proprietary 1
  2. 2. UAE Korea Saudi Arabia Singapore Norway Australia Sweden Hong Kong UK Denmark Ireland Israel Canada USA Spain Switzerland New Zealand Netherlands Taiwan Austria China Slovakia Finland France Czech Republic Italy Germany South Africa Philippines Mexico Russia Poland Malaysia Hungary Belgium Greece Portugal Thailand Argentina Turkey Romania Brazil Japan Vietnam Ukraine Indonesia India The smartphone opportunity is still growing 80 70 60 50 40 30 20 10 0 Source: Our Mobile Planet Google Confidential and Proprietary 2
  3. 3. Many APAC countries outpacing worldwide smartphone growth Smartphone User Growth 2013 80% 70% 60% 50% 40% 30% 20% 10% 0% India Source: eMarketer, May2013 Indonesia Japan Australia South Korea China Other Worldwide Google Confidential and Proprietary 3
  4. 4. Smartphone users are highly engaged in apps Minutes spent per month (billions) Total mobile app and web duration on Android and iOS Smartphone app downloads worldwide, by category, 2012 160 140 33% 120 Games 100 8% 80 Widgets Apps 60 7% 40 20 Entertainment Mobile web 0 Mar-11 Jul-11 Nov-11 Mar-12 Jul-12 5% Social Source: Nielsen Smartphone Analytics, Distimo, “2012 Year in Review,” Dec 21, 2012 Google Confidential and Proprietary 4
  5. 5. Global mobile ad spend growth opportunity 100 90 80 70 NA 60 Middle East & Africa 50 Western Europe 40 Eastern Europe LATAM 30 APAC 20 10 0 2013 Source: Mary Meeker, Internet Report, Dec 2012 2014 2015 2016 Google Confidential and Proprietary 5
  6. 6. Think globally, not locally $0.19 – $0.45 $0.20 – $0.65 $0.25 – $0.70 $0.15 – $0.30 Google AdMob internal data, revenue from 2013 to date Google Confidential and Proprietary 6 6
  7. 7. Five languages reach 70% of internet users Rest of the Languages 17% Korean 2% English 27% Russian 3% French 3% Arabic 3% German 4% Portuguese 4% Japanese 5% Source: Internet World Stats, 2010 Spanish 8% Chinese 24% Google Confidential and Proprietary 7
  8. 8. 68% of ID AdMob developer revenue is coming from global users 57% higher ID user outside ID 68% Local RPM Google AdMob internal data, revenue from 2013 to date INT RPM Google Confidential and Proprietary 8 8
  9. 9. Over 1/3 of all users experience poor app localization Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Google Confidential and Proprietary 9
  10. 10. Internationalization and Localization Best Practices Prioritize user experience Build for market and device type Plan distribution method Maximize monetization channels Google Confidential and Proprietary 10
  11. 11. Internationalization and Localization Google Confidential and Proprietary 11
  12. 12. A strategy for language expansion Google Confidential and Proprietary 12
  13. 13. Use translation services Google Confidential and Proprietary 13 1
  14. 14. Gaming features are more important to users Quality of graphics Game design & aesthetic Play with gamers you know View leader boards Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Brand is not important when considering new apps Opens quickly Doesn‟t drain battery excessively Know and trust company Not a free app Google Confidential and Proprietary 14
  15. 15. Consider publishing with a known brand in China Brand Importance for Smartphone Games, by Country (3Q13) % Specifying Brand Type 100% 80% 60% 40% 20% 0% U.S. UK South Korea China Japan Percentage of users who play games most frequently from a familiar brand. Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Google Confidential and Proprietary 15
  16. 16. Bite sized games are more popular on smartphones Smartphone Gaming App Use, by Country (3Q13} % Specifying Gaming App Type 80% 60% U.S. UK 40% South Korea 20% China Japan 0% Puzzle & Trivia Card & Board Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Action/Adventure Google Confidential and Proprietary 16
  17. 17. Tablets are used for a different type of gaming experience Tablet Gaming App Use, by Country (3Q13) % Specifying Gaming App Type 80% 60% U.S. UK 40% South Korea 20% China Japan 0% Puzzle & Trivia Card & Board Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Action/Adventure Google Confidential and Proprietary 17
  18. 18. Although Freemium can give you access to more users, IAP can give you access to more revenue None Upgrade from a free version to a monthly/annual subscription in an app Purchase an item or premium feature within the app to enhance your app experience Purchase an app that cost money without first trying a free version Upgrade from a free to a paid version of an app % Engaging in Specified Activity Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Google Confidential and Proprietary 18
  19. 19. China gamers report the highest frequency of making an in-app purchase Avg $ Spent In-App on Smartphone Games Avg $ Spent In-App on Tablet Games Average Amount Spent ($USD) $40 $30 $20 $10 $0 U.S. UK Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 South Korea China Japan Google Confidential and Proprietary 19
  20. 20. Gamers in Asian markets prefer personalized characters Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Google Confidential and Proprietary 20
  21. 21. The majority of users are not spending money on apps % Not Engaging in App Monetization 60% 40% 20% 0% US Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 UK South Korea China Japan Google Confidential and Proprietary 21
  22. 22. Users don‟t mind ads, as long as they are in between game levels Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Google Confidential and Proprietary 22
  23. 23. Asian users prefer personalized ads, while Western users prefer contextual ads Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013 Google Confidential and Proprietary 23
  24. 24. Understand the end-to-end value of your mobile app Outcome Acquisition Engagement Google Confidential and Proprietary 24
  25. 25. SayHi Chat: “We checked Google Analytics for our DAU and user growth numbers in each country, we also looked at total Android and iOS users in those markets before finalizing our next set of languages.” Localization Results • • • 120% growth in language installs for new languages added ~20% increase in revenue ~50% increase in user reviews in the new languages Google Confidential and Proprietary 25
  26. 26. Zombie Ragdoll "The value of localization is clear, it helps discoverability and helps connect with the users in other countries. So when the localization opportunity arose, we immediately jumped on it. Android is worldwide, and we would be severely limiting ourselves if we focused on English as the only language.” Localization Results • • Increased engagement in countries where their app was not previously popular 80% of installs came from users of nonEnglish languages Google Confidential and Proprietary 26 2
  27. 27. The AdMob Student App Challenge Build an app. Use AdMob. Win awesome prizes. • Global challenge open to students. • Runs from Nov „13 – May ‟14. • Prizes include 7-night trip to SF. • Winning app featured on Google Play. Launching later this month! Google Confidential and Proprietary 27
  28. 28. Google Confidential and Proprietary 28
  29. 29. Google Confidential and Proprietary 29
  30. 30. Thank You Google Confidential and Proprietary 30

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