App  Store  Localisa/on

App Promotion Summit, London, 10.07.2014

…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  

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Dynamo  Partners  –  Our  work  

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

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!  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

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!  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

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!  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

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Boom Beach (iPhone & iPad)  

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Boom Beach (iPhone & iPad)  

iPad– 24. April 2014: Japanese

iPhone – 24.04.2014: Japanese

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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.)

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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  

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!  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  

 appstoreop/miza/on.tumblr.com  

 @StefanBielau  

     

Stefan  Bielau  Managing  Partner    

 +49  175  5840160  

stefan@dynamopartners.com  dynamopartners.com