Acquiring App Business in Japan with Google

June 4 2015

Tatsuki HirotaHead of New Business Sales Korea / Japan

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● JP App Market Overview ● Localize to JP Market ● JP App Promotion

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JP App Market Overview

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Largest install bases

Fastest growing install bases

Largest revenue markets

Japan

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Factors for App Business in JP

SmartphonePenetration OS Share Network

AccessibilityMobilePayments

56.5%Source: MMD Labo

Android&iOS

4G Subscribers (2013)

11%of Global 4G subscribers

Paid by Gift CardsEnable to buy Google Play/iTunes gift cards at almost convenience stores.

Paid by Carrier BillingJapan has developed a carrier billing compared with the other countries.

Google Confidential and ProprietarySourece : Our Mobile Planet http://think.withgoogle.com/mobileplanet/ja/　　　　 Google AdWords Performance Forum 2014

　% Only use at once.

App Usage is UbiquitousApps installedon average

apps used last 30 days

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Top 10 AppsDragons, Anime

Local multiplayerHybrid Genres

Mid-core

Japan

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GatchaPower-ups

Puzzles & Dragons (Gungho)

EventsCollaboration

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Localize to JP Market

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6xSales for apps with localized listings

1. Localizing listings is an essential best practice

2xSales in Japan for apps with precise local pricing

2. Localize your pricing to increase sales

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3. User ReviewAnswering

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JP App Promotion

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TV CommercialCrucial Media to reach Mass Market

Pre-ReservationGet a user early stage

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Why YouTube?

PC

Mobile

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Popular Entertainment Channel on YouTube in JP

TheMaxMurai cobanermani456 shuuya007 HikakinGames HikakinTV

Category Game Game Game Game Product Review

Subscribe 1.2M 780K 243K 1.3M 1.9M

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The choice is yours with AdWords

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Before Release Release Mature Growth

Pre-Reservation　+ Remarketing

Search and Youtube Truw view

Deep Linking & Remarketing

Mobile GDN (mWeb, mApp)

Start

Mas Promotion

: Growth curve of Mobile app

Growth

Inst

all

Lifecycle of Promotion

1

2

3

1 2 3

Growth curve of Standard product

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Approach Various UsersGoogle will show your ads to users in various places

SearchYouTube Viewers Play Apps View Websites Use Gmail

認知からインストールまで

最大化

PROPOSAL

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Key takeaways

Let’s try to go JPbecause JP is a pretty

Lucrative country

Be careful to Localize your app when trying to

launch apps in JP

Using YouTube isquite important to

reach your ideal users

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Google One Service Platform

Development

Monetize

Engagement

Anal

ytics

Promotion

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Right Apps, Right People감사합니다。

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Appendix

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私の名前はひで

としです。はじめまして。

My name is Hide

toshi. Nice to meet you.

私の名前はひでとしです。

はじめまして。

My name is Hidetoshi.

Nice to meet you.

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0.994.999.99

19.99

¥100¥500

¥1,000¥2,000

1,000₩5,000₩

10,000₩20,000₩

$0.99$4.99$9.99

$19.99

PricingMake them right