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App Store Optimization - Go Global or Go Home - #SMX East 2013

The document discusses the importance of app store optimization for global markets, highlighting the need for localization to succeed. It provides insights on key markets such as China, India, and Japan and emphasizes localizing app listings, in-app content, and marketing strategies. Additionally, it suggests building a local team and customer support to improve app rankings and reach.

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App Store Optimization - Go Global or Go Home - #SMX East 2013

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App Store Optimization: ThinkGlobal or Go Home Jennifer Wong | SMX East 2013 | #SMX #12C
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Jennifer Wong Director ofMarketing HasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy
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Agenda •Why go global? •Whatto consider? The three levels to win in the global market
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MORE APPS ARENOW BEING CREATED OUTSIDE THE U.S. THAN INSIDE THE U.S.
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Top Grossing Apps
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Top Grossing Apps
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Top Grossing Apps
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Top Grossing Apps
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EIGHT OUT OFTHE TOP 10 LARGEST IPHONE AND ANDROID MARKETS ARE NOT ENGLISH-SPEAKING
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Geo-Local Markets
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Agenda •Why go global? •Whatto consider? The three levels to win in the global market
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Which Countries Should You Aimfor First?
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China - 122Million India - 75 Million Japan - 61 Million
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Category of App
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Agenda •Why go global? •Whatto consider? The three levels to win in the global market
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Localize your AppStore listing  Title of the App  Developer Name  Description  Settings & Menu  Content
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App Name Content Description
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Closely monitor downloads &LTV statistics in the associated languages and countries
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Localize in-app contentfor native languages
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In your marketingmaterial, highlight the fact that your app is localized
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Develop a localteam Localize your company website Localize your customer service support Localize your social media promotion Localize your user acquisition strategy
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Septeni America helpedboost Supercell's ranking in the Japanese iTunes store from 98th, to the top 3 top grossing apps on the iOS platform today.
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#CheatSheet  Localize yourapp name, content, menus, settings, and description.  Localize in-app content  In your marketing material, highlight the fact that your app is localized  Develop a local team
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Jennifer Wong Director ofMarketing HasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy

Editor's Notes

#2 Developing apps only in English prevents your star power from reaching a global stage. It's totally fine to start building your mobile app in one language, but if you want to tap the huge international market, you can’t stop there.
#4 For starters… Let’s start by considering where apps are being produced.
#5 By June of this year only 36% of the apps we measure were made in the U.S.A.
#7 Angry Birds was developed by Finland based Rovio
#8 Cut the Rope, which was developed by Russia-based Zepto Labs
#9 While many U.S. app developers are just starting to think about globalizing their apps, it has been a near necessity for developers in some other countries from the beginning. Consider the situation facing a developer in a small country where the local language is not one of the world’s dominant languages. Unless they create an app with global appeal (e.g., a flashlight app), or that can be adapted to local markets relatively easily (e.g., translation of a weather app), they are likely to end up with very few users.That these apps are all games is probably no coincidence considering that, compared to most apps, games are pretty easy to translate and localize. (Seriously: What isn’t universal about flinging irate avians at globular green pigs?)SwifeKey- United Kingdom
#11 That becomes evident from examining where the apps used by people in particular countries are made. Nearly sixty percent (59%) of the time U.S. users spend in apps is spent in apps developed domestically, meaning that more than 40% of the app time of U.S. consumers is already spent in apps developed in other countries.And while U.S. made apps are used elsewhere, unsurprisingly, people in many other countries spend a significant amount of their app time in apps developed in their home countries. For example, 13% of the time spent in apps in the UK is spent in apps made in the UK and 8% of the time spent in apps in Brazil is spent in apps made in Brazil. But as is so often the case, it’s China where things get really interesting. Nearly two-thirds of the time spent in apps in China is spent in apps made in China. U.S. made apps only account for 16% of total time spent in apps in China.
#12 How should developers go about taking their apps international?
#14 China leads the world’s smartphone market, 41% of cellphones bought in the U.S. are smartphones.
#15 Flurry also reveals that there are tons of mobile users around the globe who don’t yet have a smartphone, but could easily afford one, which makes for a huge untapped growth potential. Leading foreign countries in this category are China with 122 million potential smartphone users, India with 75 million, Japan (61 million) and Brazil (34 million).Developers can’t simply localize for different marketing without taking into consideration the cultural differences in app usage.
#16 Interest In Gaming Is Global. Genre Preferences Are Localthe main Games category attracts a large proportion of people who use any iOS apps, and that the Equatorial Pacific has the greatest proportion of users and Japan has the least though the differences are not as great for iOS as they are for Android. It’s interesting to note that while Japan tends to lag the other country clusters in the proportion of device users engaging with most game app categories, the country that gave us karaoke leads in the proportion of app users who use iOS Music Games.
#17 Licensing
#18 Taking your app international is no longer just another nice-to-have strategy, but a must-do.
#20 You don’t have to start by fully committing all your resources to support an international audience. Kick things off at the most basic level: Simply translating your app market. It's possible your potential users in Japan don’t know your app exists because they simply don’t perform searches in English.
#21 Keep in mind that you need to optimize your app title, market description as well as change log and search keywords based on local language and cultural requirements.https://itunes.apple.com/jp/app/ustream/id301520250https://itunes.apple.com/us/app/ustream/id301520250
#22 As soon as you localize your app store, you should start closely monitoring downloads statistics in the associated languages and countries.
#24 If you notice a significant increase in downloads, it’s time for you to start thinking about localizing the app itself. Offering your app descriptions in French will likely drive additional downloads, but localization will drive the next level of engagement.The W3C defines localization as the adaptation of mobile application content to meet the language and cultural requirements of a specific target market. This includes numeric, date, time and currency formats, symbols, icons, colors, text and graphics.http://translate.whatsapp.com
#26 Keep in mind that localization is not just about translating into different languages. You can’t just plug the app into Google Translate; your audience won’t understand what you want them to do with the app. Specifically, target these areas when localizing to a new language.
#30 Wechathttp://www.techinasia.com/starbucks-china-wechat-weixin-app/
#33 You’ve finished localizing your app into Chinese and are seeing amazing uptake in China. Now it’s time to go even further and start building a team there. You’ll need to dedicate resources to make sure all the elements surrounding your app are fully accessible to an international audience. In other words, you’ll need to internationalize.Internationalization is the design and development of a mobile app that enables easy localization for target audiences that vary in culture, region or language. We’re no longer talking about source code or app content; we’re talking about everything that surrounds the app. Ideally, local language alternatives for the website, social media and so forth are available for users. In order to do this successfully, you need a dedicated team that can operate at a local level.Building a team overseas is definitely not a walk in the park. It’s a big commitment and it can take vital resources, but when done right, the returns can be immense.
#34 Septeni has provided a full service solution with planning, campaign execution and optimization, in addition to creative services for the unique Japanese market.
#36 Taking your app international is no longer just another nice-to-have strategy, but a must-do.

App Store Optimization - Go Global or Go Home - #SMX East 2013

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