Navigating Mobile Ecosystems Throughout Asia David Kim, CEO & co-founder.
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Transcript of Navigating Mobile Ecosystems Throughout Asia David Kim, CEO & co-founder.
Navigating Mobile Ecosystems Throughout Asia
David Kim, CEO & co-founder
First: About Animoca…
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1.5 BILLION+
300+Mobile games sessions Games and apps
65 MILLION+Unique users on mobile
160 MILLION+Downloads
To mention a few…
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Star Girl Pretty Pet Salon
Seasons
Pretty Pet Toy Store
My Car Salon 2
Pretty Pet Salon
Robo5 Star Girl: Moda Italia
My Car Salon
Thor: Lord of Storms
Pretty Pet Salon Anniversary
Pretty Pet Tycoon
Pet Cafe
Pet Cafe 2: Cooking
Mania
Alphabet Car 2
Stellar Escape
Pretty Pet Tycoon
My Pet Cuby
Alphabet Car
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Playing Field: Smartphone Penetration
• Focus on markets that have high mobile penetration, high growth, and whose consumers enjoy the types of games you make
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1. Pick the Right Markets to Focus On
• iOS and Android aren’t the only games in town
• Amazon & Windows• Other options include:
– KakaoTalk in Korea– LINE in Japan – Mobile QQ Game
Hall• MORE TO COME!!!
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2. Consider Platform Alternatives
• Match the model with the country need/options: • Free vs. Paid? Freemium is king when you have IAP done right• Subscriptions work well in console but not mobile• Advertising more important with poor payment mechanisms• Offerwalls are still viable in China
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3. Pick a Business Model That Works
• IAP – South Korea, Japan • Carrier billing – Korea & Japan. Google
Play does not work in China• Advertising – Consider regional vs
international networks. E.g. Tapjoy vs Adways
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4. Leverage Local Monetization Options
• Ad networks [some examples]• Global: Tapjoy, Mobclix, InMobi• Local: AdWays in Japan, others?
• Pre-loaded install deals• Global• Local [Samsung in Hong Kong & HTC]• Carriers• Device Manufacturers
– Local App Stores• T-Store• Just One• Docomo Store• 91.com• Tencent• Gfan
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5. Rely on Local Partners for Distribution
• SMS marketing works in some Asian countries• Billboards, magazines and other print ads for branding• In-box advertising when you buy a new device • Music videos• Branded IP: saves on marketing dollars
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6. Test Other Forms of Monetization
• Age restrictions• Government requirements for licensing • Privacy requirements• Business licensing and regulations• Tax ramifications (where is the income sourced?)• IP – different rules for trademark and copyright
law
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7. Learn to Navigate Regulatory Issue
• e.g. Korea and Japan have two of the fastest mobile broadband infrastructures in the world
• India’s infrastructure is notoriously slow• Build your apps to match your audience’s speed• Factor in payment infrastructure • Publishing options• Distribution models• Co-marketing?• IP cross-licensing• Engine cross-licensing
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8. Factor In Structural Differences
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9. Be Sure to Localize Your App
Level 1 – Translation
Level 2 – Localization
Level 3 – Internationalization
Translate app store description X X XLocalize screenshots on app store X X XTranslate text string, meta data, code… X XLocalize privacy policy and user agreement
X X
Integrate local payment options XHire local QA resources XHire local marketing support XHire local customer service XLocalize company/product web site X
Localize social media marketing X