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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.
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The Global Side of AndroidLessons Learned while pushing Android in Russia, China, the U.S. and Latin AmericaVasily Salomatov (@vsalomatov)
Estuardo Robles (@tatarobles)
Agenda- Is Global Relevant?
- Lessons Learned
- Suggested Path
70,000 apps
9 mln app downloads
120 countries making apps
Our business has grown with the general android market
- We are not offering too niche nor too basic
- We are a good spotlight on the market
- A real business, bootstrapped until now, growing organically
AppsGeyser Background
Is Global Relevant?
We offer a good barometer of Android in General
We started with US, UK, Europe
Quickly gained traction in China, Latin America
Why Pay Attention to Global?
6 Months Ago Today
Is Global Relevant?
Conclusion: Rest of the World is growing, should be taken into consideration
51% US22% Europe11% LATAM5% RUSSIA9% CHINA
LARCH + US = 76% of total usage
US Market vs LARCH?
No matter what, US is still King
Is Global Relevant?
Fact: US is Still King US Continues to lead app creations, by far
- Top 5 Cities, NYC and LA
- 60 of top 100 cities worldwide
US generates largest number of app downloads
US has highest App Revenue
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.
Lessons Learned in Rest of the World
Lessons Learned
#1 Appcrowding
#2 App Usage
#3 Income Gap
#4 Fishing
#5 App Loyalty
Lesson Learned #1 – AppCrowding App Overstuffing
- US is twice as crowded
- Primary Factor: Do you speak English?
Lessons Learned
Conclusion: Localize your Apps…
Lesson Learned #2 - App Usage
Usage varies, is targeted at different Peaks
- China: specific peaks
- Russia: very uniform
- US and Latam: low in the mornings
Conclusion: Use the “Prime Time” in each target market and make money
Lessons Learned
Lesson Learned #3 – Income Gap in Users Apps are being used by elite segments: Higher education & Higher income
US has the smallest gap
- $44K vs $70K
- Still a 60% difference!
Russia: 3X
Latam: 3.5X
China: the strongest of all
- 5X average income
Consider this: Even today, you will be reaching high-income households, especially in LARCH
Lessons Learned
Lesson Learned #4 – Fishing for Users Long Tail vs Short Tail = Casting a Net vs Rod Fishing
US: really hard to break into the Top
- 1% chance of getting 50K+ downloads
- Risks are higher, but also the Rewards
LARCH is different story
- Like US, but several months behind
- Chances for 1 hit wonders still high
Lessons Learned
Conclusion: Cast a Net in US, but Fish with a Rod in LARCH
Lesson Learned #5 – App loyalty
App Loyalty factor varies by country and type of app
Average Usage for Social Networked apps:
- US: 100 times
- Latam: 300 times
Lessons Learned
Conclusion: Invest in Social Aspects everywhere except China.
Hours RankRussia 6.6 2Brazil 6.3 3
Argentina 10.2 1UK 4.7 6US 4.2 9
World 3.7 * Source ComScore and BNamericas
So US is Still King… but Competition is Fierce Red Ocean vs Blue Ocean: How do you want to compete?
Suggested Path
Entering LARCH: Where do I start? We Recommend you enter LARCH
- We ourselves are revisiting the region with more force, join us!
Suggested Path
- Begin with Latam, then Russia, finally China
Latam: On your mark…
- The perfect storm for first expansion
Russia: Get set…
- Launchpad into Eurasia
China: Go!
- Hit the ground running
Suggested Path
Entering Latam Latam: The perfect storm, combines everything:
- Low competition,
- Easy(ier) to localize
- Same alphabet!
- One language hits many markets
- Cultural affinity
- Multiple countries – small & large
- Replicate your success easily
Apply lessons to US Hispanic Market
Tidbit: Android is 3rd wave of Latin Love
Suggested Path
Entering Latam The Big 2 in Latam: Brazil and Mexico
The Medium 5: Colombia, Venezuela, Peru, Argentina, Chile, Guatemala
The Small Hot markets: Dominican Republic , Costa Rica, Panama, Uruguay
Suggested Path
Entering Russia Russia: Launchpad into Eurasia
- Western mentality with Asian market Obstacles
Account for “Search & Social” nuances
- Use Vkontakte (Facebook not very popular)
- Search Engine Yandex (Used way more than Google)
- While at it, you can Test drive what it is like to enter China
Tidbit: Android is highly accepted in Russia
Suggested Path
Entering China – publish to android market, then a few of the Big 5 chinese markets
- HIAPK
- GOAPK
- Gfan
- Yingyonghui
- Ndoo
China will be there for you…
Tidbit: Android is not popular
- China has a passion for iPhone
Entering China
Suggested Path
The Global Side of AndroidTHANK YOU!!!
Vasily Salomatov (@vsalomatov)
Estuardo Robles (@tatarobles)
