This document discusses strategies for localizing mobile apps on various app stores to maximize exposure and sales in different global markets. It provides examples of apps that saw significant boosts in downloads and revenue after localizing key metadata like titles, descriptions and screenshots into multiple languages. The document recommends starting with localization into 1-2 major languages and then measuring demand before expanding to additional languages, using professional translation services and native speakers to proofread translations. Localizing the full user experience is also advised for best results.

1. App
Store
Localisa/on
App Promotion Summit, London, 10.07.2014

2. …a
bou'que
consul'ng
firm
specializing
in
mobile
apps
&
services.
Concept
Phase:
Business
&
Product
Development
Interim
Management
User
Acquisi'on
&
Mobile
Marke'ng
Analy'cs
Workshops

3. 3
Dynamo
Partners
–
Our
work

4. Why?
=
The
impact
What?
=
The
meta
data
How?
=
Best
Prac'se
4

5. 5

6. 6
! Korean, Sim. Chinese, Japanese
! All marketing assets + app
! Local features by Apple & Review Sites
! Sales: 10x average for 3 weeks post-
update
Real Boxing (iPhone)
Games/Sports-02.10.13
All meta data

7. 7
! Translated title & description in 8
languages
! Biggest impact in Brazil, India and
Russia
! Non-US markets: +15% organic installs
Lookout Security & Antivirus
(Google Play)
Tools – 08/13
Title & Description

8. 8
! French only -> English meta data
! Biggest impact in USA, UK and Canada
! +100% increase of weekly installs &
revenue
Trivia Game (undisclosed; Google
Play)
Trivia – 05/14
Title & Description

9. 9
Boom Beach (iPhone & iPad)

10. 10
Boom Beach (iPhone & iPad)
iPad– 24. April 2014:
Japanese
iPhone – 24.04.2014:
Japanese

11. 11
Boom Beach (iPhone & iPad)
! Localisation for Japanese
! All meta data incl. screenshots
! iOS weekly downloads: 17x (pre-post
comp.)
! iOS revenue: 4x (pre-post comp.)

12. 12

13. 13
40
languages
All
meta
data
incl.
screenshots
&
URLs
Icon
cannot
be
localized
Video
tbd.
by
iOS
8
Link
51
languages
All
meta
data
but
no
URLs
Localized
videos
(hosted
on
YouTube)
Screenshots
for
7-­‐
and
10-­‐inch
tablets
Link
8
languages
Title,
texts
&
KWs,
but
no
artwork
Product
features
for
amazon.com
Video
cannot
be
localized
Link
50
languages
Title,
texts
&
KWs,
but
no
artwork
No
videos
supported
Link

14. 14

15. 15

16. 16
! Soa-­‐launch
w/
1
language
(your
na've
tongue
or
English),
then…
! …measure
biggest
demand
and
localize
! Professional
transla'on
service
always
pay
! Combine
w/
na've
speakers
for
final
proof-­‐reading
! Some
languages
have
long
words
(i.e.
German,
Russian,
Indonesian)
vs.
character
limits
in
'tle
&
descrip'ons
! Apple
requires
13
languages
for
a
global
feature
! Localize
the
user
journey
for
best
results
UA
=
Marke/ng
Appstore
=
Sales
UX
=
Product

17.
appstoreop/miza/on.tumblr.com
@StefanBielau
Stefan
Bielau
Managing
Partner
+49
175
5840160
stefan@dynamopartners.com
dynamopartners.com