startup asia jakarta 2013: admob keynote
Post on 17-Oct-2014
1.234 views
DESCRIPTION
TRANSCRIPT
Google Confidential and Proprietary 1
Unlocking the Secrets of Localization How to build great apps for global users
Tuyen NguyenMobile Publisher Advocate, Google
Google Confidential and Proprietary 2Source: Our Mobile Planet
The smartphone opportunity is still growing
UAE
Saud
i Ara
bia
Norway
Swed
en UK
Irela
nd
Canad
a
Spai
n
New Z
eala
nd
Taiw
an
China
Finla
nd
Czech
Rep
ublic
Germ
any
Phili
ppin
es
Russia
Malay
sia
Belgi
um
Portu
gal
Argen
tina
Roman
ia
Japa
n
Ukrai
neIn
dia
0
10
20
30
40
50
60
70
80
Google Confidential and Proprietary 3
Many APAC countries outpacing worldwide smartphone growth
Source: eMarketer, May2013
India Indonesia Japan Australia South Korea China Other Worldwide0%
10%
20%
30%
40%
50%
60%
70%
80%
Smartphone User Growth 2013
Google Confidential and Proprietary 4
Smartphone users are highly engaged in apps
Total mobile app and web duration on Android and iOS
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
0
20
40
60
80
100
120
140
160
Min
ute
s s
pent
per
month
(billions)
33%Games
Smartphone app downloads worldwide,
by category, 2012
8%Widgets
7%Entertainment
5%Social
Mobile web
Apps
Source: Nielsen Smartphone Analytics, Distimo, “2012 Year in Review,” Dec 21, 2012
Google Confidential and Proprietary 5
Global mobile ad spend growth opportunity
Source: Mary Meeker, Internet Report, Dec 2012
2013 2014 2015 20160
10
20
30
40
50
60
70
80
90
100
NAMiddle East & AfricaWestern EuropeEastern EuropeLATAMAPAC
Google Confidential and Proprietary 66
$0.15 – $0.30
$0.25 – $0.70
$0.19 – $0.45
$0.20 – $0.65
Think globally, not locally
Google AdMob internal data, revenue from 2013 to date
Google Confidential and Proprietary 7
Five languages reach 70% of internet users
Source: Internet World Stats, 2010
English27%
Chinese25%
Spanish8%
Japanese5%
Portuguese4%
German4%
Arabic3%
French3%
Russian3%
Korean2%
Rest of the Languages
17%
Google Confidential and Proprietary 88
68% of ID AdMob developer revenue is coming from global users
68%
ID useroutside ID
Local RPM INT RPM
57% higher
Google AdMob internal data, revenue from 2013 to date
Google Confidential and Proprietary 9
Over 1/3 of all users experience poor app localization
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 10
Internationalization and Localization Best Practices
Prioritize user experience
Build for market and device type
Plan distribution method
Maximize monetization channels
Google Confidential and Proprietary 11
Internationalization and Localization
Google Confidential and Proprietary 12
A strategy for language expansion
Google Confidential and Proprietary 1313
Use translation services
Google Confidential and Proprietary 14
Gaming features are more important to users
Brand is not important when considering new apps
Game design & aesthetic
Quality of graphics
Play with gamers
you know
View leaderboards
Doesn’t drain
battery excessivel
y
Opensquickly
Know and trust
company
Not a free app
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 15
Consider publishing with a known brand in China
Series10%
10%20%30%40%50%60%70%80%90% Chart Title
South KoreaU.S. UK China JapanPercentage of users who play games most frequently from a familiar brand.
% S
peci
fyin
g B
ran
d T
yp
e
Brand Importance for Smartphone Games, by Country (3Q13)
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 16
Bite sized games are more popular on smartphones
Series10%
20%
40%
60%
80%
U.S.
UK
South Korea
China
Japan
Puzzle & Trivia Card & Board Action/Adventure
% S
peci
fyin
g G
am
ing
Ap
p T
yp
e
Smartphone Gaming App Use, by Country (3Q13}
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 17
Tablets are used for a different type of gaming experience
Series10%
20%
40%
60%
80%
U.S.
UK
South Korea
China
Japan
Puzzle & Trivia Card & Board
% S
peci
fyin
g G
am
ing
Ap
p T
yp
e
Action/Adventure
Tablet Gaming App Use, by Country (3Q13)
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 18
Although Freemium can give you access to more users, IAP can give you access to more revenue
Purchase an app that cost money without first trying a free version
Purchase an item or premium feature within the app to enhance your app experience
Upgrade from a free version to a monthly/annual subscription in an app
Upgrade from a free to a paid version of an app
None
% Engaging in Specified Activity
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 19
China gamers report the highest frequency of making an in-app purchase
$0
$10
$20
$30
$40
South KoreaU.S. UK China Japan
Avera
ge A
mou
nt
Sp
en
t ($
US
D)
Avg $ Spent In-App on Smartphone Games
Avg $ Spent In-App on Tablet Games
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 20
Gamers in Asian markets prefer personalized characters
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 21
The majority of users are not spending money on apps
Series10%
20%
40%
60%
US SouthKorea
UK China Japan
% N
ot
En
gag
ing
in
Ap
p M
on
eti
zati
on
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 22
Users don’t mind ads, as long as they are in between game levels
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 23
Asian users prefer personalized ads, while Western users prefer contextual ads
Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013
Google Confidential and Proprietary 24
Understand the end-to-end value of your mobile app
Acquisition Outcome
Engagement
Google Confidential and Proprietary 25
SayHi Chat: “We checked Google Analytics for our DAU and user growth numbers in each country, we also looked at total Android and iOS users in those markets before finalizing our next set of languages.”
Localization Results• 120% growth in language installs for new languages
added• ~20% increase in revenue• ~50% increase in user reviews in the new languages
Google Confidential and Proprietary 2626
Zombie Ragdoll "The value of localization is clear, it helps discoverability and helps connect with the users in other countries. So when the localization opportunity arose, we immediately jumped on it. Android is worldwide, and we would be severely limiting ourselves if we focused on English as the only language.”
Localization Results• Increased engagement in countries
where their app was not previously popular
• 80% of installs came from users of non-English languages
Google Confidential and Proprietary 27
The AdMob Student App ChallengeBuild an app. Use AdMob. Win awesome prizes.
Launching later this month!
• Global challenge open to students.
• Runs from Nov ‘13 – May ’14.
• Prizes include 7-night trip to SF.
• Winning app featured on Google Play.
Google Confidential and Proprietary 28
Starter Pack
Offer Description
Build your web or mobile app on
Google Cloud Platform and get
$2,000 of credit to get started. This
offer includes:
• $1,000 for Google App Engine
• $1,000 for Google Compute
Engine
App Engine is a full development stack
(PaaS), and Compute Engine lets you
run workloads on Linux virtual
machines (IaaS).
Google Confidential and Proprietary 29
Starter Pack
Get Started
2
1
3 Get started building
Save your verification code: CHOUT-IN
Fill out the application:
cloud.google.com/starterpack
Google Confidential and Proprietary 30
Thank You