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How is Asia Changing the Mobile Landscape? | Omer Kaplan, ironSource CMO | Casual Connect Tel Aviv

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How is Asia Changing the Mobile Landscape? | Omer Kaplan, ironSource CMO | Casual Connect Tel Aviv

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While the West has dominated digital ad spend in the past, Asia is the epicenter of mobile today. In his talk, Omer Kaplan, ironSource CMO and Co-Founder discussed Asia’s growing global authority, what this influence means for advertisers and publishers going forward, and shared best practices for taking advantage of the changing mobile economy.

Follow us on Twitter @ironSource!

Learn more about ironSource at www.ironsrc.com

Interested in becoming a partner? Visit www.ironsrc.com/contact

Psst! We're hiring! Check out our openings here: www.ironsrc.com/careers

While the West has dominated digital ad spend in the past, Asia is the epicenter of mobile today. In his talk, Omer Kaplan, ironSource CMO and Co-Founder discussed Asia’s growing global authority, what this influence means for advertisers and publishers going forward, and shared best practices for taking advantage of the changing mobile economy.

Follow us on Twitter @ironSource!

Learn more about ironSource at www.ironsrc.com

Interested in becoming a partner? Visit www.ironsrc.com/contact

Psst! We're hiring! Check out our openings here: www.ironsrc.com/careers

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How is Asia Changing the Mobile Landscape? | Omer Kaplan, ironSource CMO | Casual Connect Tel Aviv

  1. 1. Making it in China Casual Connect TLV 2016 @ironSource
  2. 2. @ironSource
  3. 3. OUTIN OUT @ironSource The Silk Road
  4. 4. China In The Challenge + The Opportunity @ironSource
  5. 5. The Challenges @ironSource
  6. 6. A Parallel Universe The Challenge @ironSource
  7. 7. @ironSource
  8. 8. Localization is a b***h The Challenge @ironSource
  9. 9. @ironSource
  10. 10. Too many sandboxes The Challenge @ironSource
  11. 11. @ironSource Tencent 24% Baidu 17% 360 Mobile 18% Xiaomi 15% 4%4% 4% Huawei 12% 6% 5% 200Total Android app stores in China https://newzoo.com/insights/rankings/top-10-android-app-stores-china/
  12. 12. @ironSource Tencent 21% Baidu 16% 360 Mobile 17% Xiaomi 14% 3%3% 4% Huawei 11% 5% 4% Google Play 4%
  13. 13. Cautionary Tales @ironSource
  14. 14. eBay vs. Alibaba Case Study @ironSource
  15. 15. Marketing Spent hundreds of millions on advertising on the internet. @ironSource HR German manager and American CTO to lead China operation HR 100% Locally staffed Marketing Spent on TV to target SMBs who were less internet-savvy Product Stuck to its ‘global platform’ with listing charges & complex auction model Product Free for use, simple interface, focused on selling vs. auctioning Primary User Acquisition Channel Internet (90M users at the time) Primary User Acquisition Channel Mobile (300M Cellphones)
  16. 16. @ironSource Any China-In strategy must be completely localized, including adjusting the product itself Moral of the Story
  17. 17. Uber vs. Didi Chuxing Case Study @ironSource
  18. 18. Jan ‘13 Apr. ‘13 Aug ‘13 Feb ‘14 Sep ‘14 Dec ‘14 Feb ‘15 Jul‘15 Sep ‘15 Feb ‘16 May ‘16 Didi and Kuaidi fight each other for market share, showering subsidies + incentives on drivers Uber soft launches in Shanghai Uber takes a scouting trip to china, planning to invest big in the market. Uber’s formal launch in China: introducing luxury car services in Shanghai, Guangzhou and Shenzhen Uber expands offering to include a cut-price service, People’s Uber Didi and Kuaidi Merge 1% Market Share Uber has 3% fraudulent rides a day $1B investment from Baidu $3B Round $1B investment from Apple Uber report over a $1B loss in Chinese market Aug ‘16 Sells for 20% in Di Invests $1B in Uber @ironSource K.O!
  19. 19. @ironSource Massive capital ≠ guaranteed success Thinking outside of the box (if you can’t beat ‘em - join ‘em) Moral of the Story
  20. 20. The Golden Opportunity 563M Smartphone users in 2016 ~28% Of the global smartphone market $27.5B Mobile Ad spend in 2016 30% Global mobile ad spend in 2016 1st In the world for iOS Revenue as of Q3 2016 1st In the world for global gaming revenue @ironSource
  21. 21. China Out The Challenge + The Opportunity @ironSource
  22. 22. "We must absolutely globalize...We will organize a global team and adopt global thinking to manage the business, and achieve the goal of 'global buy and global sell'." - Daniel Zhang, Alibaba CEO @ironSource
  23. 23. The China Out Opportunity Helping Chinese companies get “out” of China enables: ● Working with giants ● A mutual relationship - both supply and demand ● Long-term growth @ironSource
  24. 24. What does it take? @ironSource
  25. 25. True global reach The Ingredients @ironSource
  26. 26. ‘China-Grade’ Scale The Ingredients @ironSource
  27. 27. Bridging East and West The Ingredients @ironSource
  28. 28. Our journey in China @ironSource
  29. 29. 20% OF OVERALL COMPANY REVENUE STRATEGIC INVESTORS ironSource in China 30 EMPLOYEES IN CHINA OPENED FIRST CHINA OFFICE Apr. 2014 @ironSource
  30. 30. Israel & China The China-Israel Love Affair @ironSource
  31. 31. Local first; Global first Why it works @ironSource
  32. 32. Mutual cultural respect and similarities Why it works @ironSource
  33. 33. Geographical advantage: bridging East and West Why it works @ironSource
  34. 34. The right chinese partners can help A long runway of time and money China in or out - choose wisely We don’t really know - be humble The Checklist @ironSource
  35. 35. Thank you! Omer Kaplan | CMO & Co-founder | ironSource @ironSource

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