Global side of android @ O'Reilly Android Open

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)

vas@appsgeyser.com

Estuardo Robles (@tatarobles)

tatarobles@appsgeyser.com