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Global side of android @ O'Reilly Android Open

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Lessions learned analyzing 70000 apps go-to market strategies in 120 countries all over the globe.

Actionable patterns for making your Android app launch sucessfull on different markets.

Published in: Business, Technology
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Global side of android @ O'Reilly Android Open

  1. 1. The Global Side of Android <ul><li>Lessons Learned while pushing Android in Russia, China, the U.S. and Latin America </li></ul><ul><li>Vasily Salomatov (@vsalomatov) </li></ul><ul><li>Estuardo Robles (@tatarobles) </li></ul>
  2. 2. Agenda <ul><li>Is Global Relevant? </li></ul><ul><li>Lessons Learned </li></ul><ul><li>Suggested Path </li></ul>
  3. 3. <ul><li>70,000 apps </li></ul><ul><li>9 mln app downloads </li></ul><ul><li>120 countries making apps </li></ul><ul><li>Our business has grown with the general android market </li></ul><ul><ul><li>We are not offering too niche nor too basic </li></ul></ul><ul><ul><li>We are a good spotlight on the market </li></ul></ul><ul><ul><li>A real business, bootstrapped until now, growing organically </li></ul></ul>AppsGeyser Background Is Global Relevant? We offer a good barometer of Android in General
  4. 4. <ul><li>We started with US, UK, Europe </li></ul><ul><li>Quickly gained traction in China, Latin America </li></ul>Why Pay Attention to Global? 6 Months Ago Today Is Global Relevant? Conclusion: Rest of the World is growing, should be taken into consideration
  5. 5. <ul><li>51% US 22% Europe 11% LATAM 5% RUSSIA 9% CHINA </li></ul><ul><li>LARCH + US = 76% of total usage </li></ul>US Market vs LARCH? No matter what, US is still King Is Global Relevant?
  6. 6. Fact: US is Still King <ul><li>US Continues to lead app creations, by far </li></ul><ul><ul><li>Top 5 Cities, NYC and LA </li></ul></ul><ul><ul><li>60 of top 100 cities worldwide </li></ul></ul><ul><li>US generates largest number of app downloads </li></ul><ul><li>US has highest App Revenue </li></ul>Is Global Relevant? 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.
  7. 7. Lessons Learned in Rest of the World Lessons Learned #1 Appcrowding #2 App Usage #3 Income Gap #4 Fishing #5 App Loyalty
  8. 8. Lesson Learned #1 – AppCrowding <ul><li>App Overstuffing </li></ul><ul><ul><li>US is twice as crowded </li></ul></ul><ul><ul><li>Primary Factor: Do you speak English? </li></ul></ul>Lessons Learned Conclusion: Localize your Apps…
  9. 9. Lesson Learned #2 - App Usage <ul><li>Usage varies, is targeted at different Peaks </li></ul><ul><ul><li>China: specific peaks </li></ul></ul><ul><ul><li>Russia: very uniform </li></ul></ul><ul><ul><li>US and Latam: low in the mornings </li></ul></ul>Conclusion: Use the “Prime Time” in each target market and make money Lessons Learned
  10. 10. Lesson Learned #3 – Income Gap in Users <ul><li>Apps are being used by elite segments: Higher education & Higher income </li></ul><ul><li>US has the smallest gap </li></ul><ul><ul><li>$44K vs $70K </li></ul></ul><ul><ul><li>Still a 60% difference! </li></ul></ul><ul><li>Russia: 3X </li></ul><ul><li>Latam: 3.5X </li></ul><ul><li>China: the strongest of all </li></ul><ul><ul><li>5X average income </li></ul></ul>Consider this: Even today, you will be reaching high-income households, especially in LARCH Lessons Learned
  11. 11. Lesson Learned #4 – Fishing for Users <ul><li>Long Tail vs Short Tail = Casting a Net vs Rod Fishing </li></ul><ul><li>US: really hard to break into the Top </li></ul><ul><ul><li>1% chance of getting 50K+ downloads </li></ul></ul><ul><ul><li>Risks are higher, but also the Rewards </li></ul></ul><ul><li>LARCH is different story </li></ul><ul><ul><li>Like US, but several months behind </li></ul></ul><ul><ul><li>Chances for 1 hit wonders still high </li></ul></ul>Lessons Learned Conclusion: Cast a Net in US, but Fish with a Rod in LARCH
  12. 12. Lesson Learned #5 – App loyalty <ul><li>App Loyalty factor varies by country and type of app </li></ul><ul><li>Average Usage for Social Networked apps: </li></ul><ul><ul><li>US: 100 times </li></ul></ul><ul><ul><li>Latam: 300 times </li></ul></ul>Lessons Learned Conclusion: Invest in Social Aspects everywhere except China. * Source ComScore and BNamericas Hours Rank Russia 6.6 2 Brazil 6.3 3 Argentina 10.2 1 UK 4.7 6 US 4.2 9 World 3.7
  13. 13. So US is Still King… but Competition is Fierce <ul><li>Red Ocean vs Blue Ocean: How do you want to compete? </li></ul>Suggested Path
  14. 14. Entering LARCH: Where do I start? <ul><li>We Recommend you enter LARCH </li></ul><ul><ul><li>We ourselves are revisiting the region with more force, join us! </li></ul></ul><ul><li>Suggested Path </li></ul><ul><ul><li>Begin with Latam , then Russia, finally China </li></ul></ul><ul><li>Latam: On your mark… </li></ul><ul><ul><li>The perfect storm for first expansion </li></ul></ul><ul><li>Russia: Get set… </li></ul><ul><ul><li>Launchpad into Eurasia </li></ul></ul><ul><li>China: Go! </li></ul><ul><ul><li>Hit the ground running </li></ul></ul>Suggested Path
  15. 15. Entering Latam <ul><li>Latam: The perfect storm, combines everything: </li></ul><ul><ul><li>Low competition, </li></ul></ul><ul><ul><li>Easy(ier) to localize </li></ul></ul><ul><ul><ul><li>Same alphabet! </li></ul></ul></ul><ul><ul><ul><li>One language hits many markets </li></ul></ul></ul><ul><ul><li>Cultural affinity </li></ul></ul><ul><ul><li>Multiple countries – small & large </li></ul></ul><ul><ul><ul><li>Replicate your success easily </li></ul></ul></ul><ul><li>Apply lessons to US Hispanic Market </li></ul><ul><li>Tidbit: Android is 3rd wave of Latin Love </li></ul>Suggested Path
  16. 16. Entering Latam <ul><li>The Big 2 in Latam: Brazil and Mexico </li></ul><ul><li>The Medium 5: Colombia, Venezuela, Peru, Argentina, Chile, Guatemala </li></ul><ul><li>The Small Hot markets: Dominican Republic , Costa Rica, Panama, Uruguay </li></ul>Suggested Path
  17. 17. Entering Russia <ul><li>Russia: Launchpad into Eurasia </li></ul><ul><ul><li>Western mentality with Asian market Obstacles </li></ul></ul><ul><li>Account for “Search & Social” nuances </li></ul><ul><ul><li>Use Vkontakte (Facebook not very popular) </li></ul></ul><ul><ul><li>Search Engine Yandex (Used way more than Google) </li></ul></ul><ul><ul><li>While at it, you can Test drive what it is like to enter China </li></ul></ul><ul><li>Tidbit: Android is highly accepted in Russia </li></ul>Suggested Path
  18. 18. <ul><li>Entering China – publish to android market, then a few of the Big 5 chinese markets </li></ul><ul><ul><li>HIAPK </li></ul></ul><ul><ul><li>GOAPK </li></ul></ul><ul><ul><li>Gfan </li></ul></ul><ul><ul><li>Yingyonghui </li></ul></ul><ul><ul><li>Ndoo </li></ul></ul><ul><li>China will be there for you… </li></ul><ul><li>Tidbit: Android is not popular </li></ul><ul><ul><li>China has a passion for iPhone </li></ul></ul>Entering China Suggested Path
  19. 19. The Global Side of Android <ul><li>THANK YOU!!! </li></ul><ul><li>Vasily Salomatov (@vsalomatov) </li></ul><ul><li>[email_address] </li></ul><ul><li>Estuardo Robles (@tatarobles) </li></ul><ul><li>[email_address] </li></ul>

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