How to win in Android Market

-for Small Developer-�Samurai International, LLC

Email: lui_okada@samurai-international.jp

Twitter: @Lui_AppsDev Facebook: @lui.okada

Facebook Pages: @samurai.international WEB: http://samurai-international.jp/

AndroidDev.jp　Feb.21.2011

Self Introduction Lui Okada

� CEO of Samurai International, LLC.

� MBA（Globis）

� Twitter: @Lui_AppsDev

� Facebook: @lui.okada

� Facebook Pages: @samurai.international

Company

Tokyo Kobe

• Planning • Marketing • Design • Sales…

• Development

Pure smartphone apps plays.

App Showcase

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

2010.1

1.1

4

2010.1

1.0

7

2010.1

0.3

1

2010.1

0.2

4

2010.1

0.1

7

2010.1

0.1

0

2010.1

0.3

2010.9

.26

2010.9

.19

2010.9

.12

2010.9

.5

2010.8

.8.2

9

2010.8

.22

2010.8

.15

2010.8

.8

2010.8

.1

2010.7

.25

2010.7

.11

2010.7

.4

2010.6

.27

2010.6

.20

500K apps sum total downloaded!

Traffic Information [iOS/Android] Navigation category Ranked 2nd

Charity Clock [iOS] Collaborate with NGO Cause Marketing

Sengoku Busho Almanac [iOS] Education category Ranked 1st

Groupons [iOS]

End of Edo Samurai Almanac [iOS] Education Category Ranked 5th

Sosial Featurephone Browser [Android] FP web site viewer Andronavi　Ranked 1st

RankingTube [iOS/Android] YouTube viewwe iOS Ranked 1st

Many apps ranked high.

Social Feature Phone Browser

Social Feature Phone Browser

� From Oct.2010

� Free. Ad CTR is 9%!

� Ranked 1st in AndroNavi.

Feture Phone Browser is added social bookmark

実績 Ranked higher in AndroNavi Market.

2011年2月14日現在

Nov. 3rd.

Dec. 1st.

Jan. 2nd

Feb. 1st.

Download of sum total

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

2.1

4

2.8

2.1

1.2

5

1.1

8

1.1

1

2011.1

.5

12.2

9

12.2

2

12.1

5

12.7

12.1

11.2

4

11.1

7

11.1

1

11.2

10.2

5

10.1

8

10.1

2

Sum Total

It has been downloaded constantly.

0

20,000

40,000

60,000

80,000

100,000

120,000

RankingTube DL Total Sum

iPhone Apps case Dramatically high and unspread.

App Store Ranking is high impact.

Marketing Mix for App Development

What is the marketing mix?

� S.T.P � Product � Price � Place � Promotion

What type app should you make and how do you deliver to customers?

Introduce our marketing .

Is the market segment big?

� Many maker has been selling smart phone.

� The users who changed smart phone from feature phone is many.

� Feature phone web site is rich in Japan.

Our app category has enough size of market.

S.T.P

Segmentation Targeting Positioning

Social

Reach to FP site

Competitor A

Competitor B

Make the original position.

Level of FP heavy user

Tim

e of chan

ge from FP

Product

“I can’t see some FP sites !” From review

Our Solution

Ø FP web site they can see listed. Ø Customers make the list on social.

Satisfy Customers!

Price

Free.

Ø As customer use many times, we can get impressions. Ø We use AD-Maker!

Using Adware.

Place

Many app store available…

Narrow down markets.

Android Market, AndroNavi, au one market.

Promotion

• Press release

• Review site

• Twitter

• Friends

• Link from self Apps

Increase the chance to be seen.

You must draw on social networks.

Market

Why is it difficult to sell? We cannot have a chance to sell directory.

Customer Developer

Huge new release

Draw on social media! We made the Customer List on social network and sell to them.

Market

Customer Developer

Other When is app updated, it will be on new app cotegory.

Other important things

UI and monetize.

UI and monetize Design the UI to monetize.

• Easy to notice • On the conductor.

Then, RankingTube’s case.

Before After

It is moved to top.

Result

　 CTR

2011/01/01 (土) 0.14%

2011/01/02 (日) 0.12%

2011/01/03 (月) 0.10%

2011/01/04 (火) 0.10%

2011/01/05 (水) 0.09%

2011/01/06 (木) 0.30%

2011/01/07 (金) 0.79%

2011/01/08 (土) 1.62%

2011/01/09 (日) 2.03%

2011/01/10 (月) 2.18%

2011/01/11 (火) 2.54%

2011/01/12 (水) 2.95%

After

Before

Dramatically increase!

Target

World App Market

アジア(含日本)

US

EU

US & EU market is 10 times larger than JP.

Target Chase the scale!

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Share Share

2010 Market 2014 Market

Others

Windows Mobile

IOS

Android

BlackBerry OS

Symbian

(IDC Worldwide Converged Mobile Device Operating System Market Shares and 2010-2014 Growth)

Free Apps Trend in US

(Destimo Report November 2010)

Paid Apps Trend in US

(Destimo Report November 2010)

最後に

� It is hard to be all.

� Build your team and discuss.

� Chase the scale.

Build team and go to sell oversea!

Collaborate　and join to Samurai International!

Thank you.

�  Email: lui_okada@samurai-international.jp

�  Twitter: @Lui_AppsDev

�  Facebook: @lui.okada

�  Facebook Pages: @samurai.international

�  WEB: http://samurai-international.jp/