Post on 24-Apr-2015
description
App Market Trends in East and Southeast Asia
Nobu NodaDirector, Head of Global Business
Adways Inc.
Game Connection Europe 2014
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＜ Established ＞ 2001＜ HQ ＞ Tokyo＜ Office ＞ Shanghai, Seoul, SF, etc. 11Countries, 17 Cities＜ Employee ＞ 1,003 (2014/10)
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Company Profile
<Our Business> <Global Operations>
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Company Profile
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Asia App Market Overview
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Asia44%North
Amer-ica
37%
EU8%
Oceania5%
Latin America4%
Africa2%
Asia
60%
North Amer-
ica20%
EU17%
App Market Share by Revenue
AppStore
(Source:AppAnnie Intelligence, Aug.2014)
GooglePlay
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USA30%
Japan23%
China8%
UK6%
AU4%
Canada3%
Ger-many2%
France2%
Others22%
Japan
38%
USA19%
South Korea16%
UK3%
Taiwan3%
Germany3%
FR2%
HK2%
AU2%
Others12%
AppStore Google Play
(Source:AppAnnie Intelligence, Aug.2014)
App Market Share by Revenue
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Japan26%
USA24%South Korea
6%
China6%
UK4%
Germany3%
Australia3%
France2%
Taiwan2%
Canada2%
Others22%
AppStore & Google Play
(Source:AppAnnie Intelligence, Aug.2014)
App Market Share by Revenue
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1. Japan2. China3. Taiwan4. South Korea5. Hong Kong6. Singapore7. Thailand8. Malaysia9. Indonesia10.Macau
1. Japan2. South Korea3. Taiwan4. Hong Kong5. Malaysia6. Thailand7. Indonesia8. India9. Vietnam10.Philippines
(Source:AppAnnie Intelligence, Aug.2014)
AppStore Google Play
Top 10 App Market in Asia (revenue)
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Japan China South Korea
Taiwan Thailand Indonesia UK France Germany0%
25%
50%
75%
100%
50%
0%
89%
57%
39% 37%24%
37%49%
8%
23%
1%
8%
19% 21%38%
23%
20%
42%
77%
10%
35%42% 42% 38% 39%
31%
Google Play iPad iPhone
(Source:AppAnnie Intelligence, Aug.2014)
Store Comparison by Country
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Key Factors ： China
4 major 3rd party Android app market
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Key Factors ： Taiwan
2 major 3rd party payment available
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Key Factors ： Vietnam
＜ Carrier billing ＞ ＜ Others ＞
3rd party payment is dominant
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Key Insights
◆Asia is the largest app market in the world!
◆East Asia is huge(mainly Android) & Southeast Asia is growing quickly.
◆Need to look into 3rd party app market & 3rd party payment
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UA in East Asia
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Basic UA Strategy in East Asia
0 0Pre-launch marketing : get loyal users
1 Boost Ad : get organic users
2Adnetworks : keep getting loyal users
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Pre-launch marketing
2.0xretention
2.0xARPDAU
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Twitter Mobile Ad in Japan
CPI JPY 346
Puzzle RPG
Install 11,500/month
Casual Game
CPI JPY 75
Install 23,000/month
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Incentivized CPI
200,000DL/week
200,000DL/week
<Taiwan> <South Korea>
90,000DL/week
60,000DL/week
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Key Insights
◆Pre-launch marketing is effective to acquire high engagement users
◆Local adnetworks are strong except Facebook
◆How to utilize incentivized CPI is key due to lack of media channel options
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UA in Southeast Asia
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Sin-gapor
e
Thailand Malaysia In-done-
sia
Philippines
Vietnam0
255075
100125 100
77 72 6850 38
Sin-gapor
e
Malaysia Thailand In-done-
sia
Philippines
Vietnam0
255075
100125 100 94
6951
34 30
App Market Growth
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Sin-gapor
e
Thailand Malaysia In-done-
sia
Philippines
Vietnam0
255075
100125 100
77 72 6850 38
Sin-gapor
e
Malaysia Thailand In-done-
sia
Vietnam Philippines
0255075
100125 100 94
6951
34 30
283% 270% 331% 393%436% 580%
337% 376% 331% 393% 795% 585%
App Market Growth
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Mobile game acceleratorin Thailand
Mobile game publisher
from Thailand
Mobile game platform
from Indonesia
Market Evolution
Mobile game platform
from Vietnam
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Market Trend
English App
Localized App
1 2 3 4 5 6 7 8 9 10
AppStore
GooglePlay
Mostly games, not many localized apps
＜ 2013 Top Grossing in Thailand ＞
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Market Trend
English App
Localized App
Mostly casual or mid core games More localized apps
＜ 2014 Top Grossing in Thailand ＞1 2 3 4 5 6 7 8 9 10
AppStore
GooglePlay
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Basic UA Strategy in Southeast Asia
1 Boost Ad : get organic users
2 Adnetworks : keep getting loyal users
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Key media channels
Incentivized CPI Adnetwork
Limited options, not many local players
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Key Insights
◆Good timing to enter Southeast Asia
◆Need to consider localization for key markets
◆Facebook & LINE Free Coin is 2 dominant media
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Conclusion
◆Asia’s app market is huge but unique
◆Need to look into local factors
◆Good local partner is important
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Thank you!
ありがとうございました！