This document discusses how companies can increase market traction through localization. It notes that internet growth is slowing in developed markets but emerging markets are driving growth, with China and India having the largest smartphone markets. To succeed, companies must localize for different languages, cultures, incomes, payment methods, social networks, devices, and holidays. Localizing the language, pricing, and access to payments is key. Companies should leverage local teams and localize for inbound traffic from different regions.

1. How to increase
market traction
through
localization?
Mattias Liivak
Head of Marketing & PR
Fortumo

2. What’s this talk about?

3. About me

4. About Fortumo

5. What’s
happening
globally?

6. Internet growth: slowing down
0
2
4
6
8
10
12
14
16
0
500
1000
1500
2000
2500
3000
3500
2008 2009 2010 2011 2012 2013 2014 2015
Global internet users (M) Y/Y Growth (%)
http://www.slideshare.net/kleinerperkins/2016-internet-trends-report/

7. Emerging markets: driving growth
http://www.slideshare.net/kleinerperkins/2016-internet-trends-report/
North America Western Europe Eastern Europe Asia Pacific Latin America MEA
0
200
400
600
800
1000
1200
1400
1600
Smartphone owners (M), 2011
Smartphone owners (M), 2015

8. World’s biggest smartphone markets:
China and India

9. What are the big companies doing?

10. Past performance
doesn’t equal future success!

11. What to
localize?

12. Language & culture is different
94%
34%
10%
0.80%
United States Italy India China
How many people speak English?
https://en.wikipedia.org/wiki/List_of_countries_by_English-speaking_population

13. Example: Spotify local language landing page

14. Example: Japanese shows on Japanese Netflix

15. Big Mac index

16. Disparity of income
55000
34000
7000
2000
United States Italy China India
Annual GNI ($) per capita, 2013
World Bank (World Development Indicators, 2013)

17. (€24)
Different income means different pricing
(€45)

18. Spending habits are different
2.74
1.48
3.29 3.24
India Tunisia
ATV ARPPU
7.62
2.94
13.78 13.51
Germany Taiwan
ATV ARPPU

19. Disparity of payment methods
60%
36%
15%
4%
United States Italy China India
% of population that owns a credit card
World DataBank: Global Findex (Global Financial Inclusion Database)

21. Social networks are different

22. Devices are different

23. Holidays are different

24. What can you
do today to
increase
traction through
localization?

25. Leverage your team
148
127
83
35 31
21 20 20 20
186
Italy USA France Estonia Australia UK Singapore Canada China 36 other
countries

26. Localize for your inbound traffic

27. Review your pricing
$9.99
$9.99
$5.99
$2.99
$2.99
$9.99
$5.99

28. In summary...
Growing audience from emerging markets
Localization is the key to success
Language, pricing, access to payments

29. Q & A

30. Pictures used
• http://www.vialbost.org/index.php/2013/02/28/hamburger-maison/
• http://www.cnbc.com/2013/11/11/cashless-africa-kenyas-smash-success-with-mobile-money.html
• https://en.wikipedia.org/wiki/Diwali
• Screenshots of Spotify, Netflix, Avast, Qzone, VK & Riot Games homepages