app marketing trends in east and southeast asia nobuyoshi noda

App Market Trends in East and Southeast Asia

Nobu NodaDirector, Head of Global Business

Adways Inc.

Game Connection Europe 2014

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Company Profile


Asia App Market Overview


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


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




Japan26%

USA24%South Korea

6%

China6%

UK4%

Germany3%

Australia3%

France2%

Taiwan2%

Canada2%

Others22%

AppStore & Google Play




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


AppStore Google Play

Top 10 App Market in Asia (revenue)


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


Store Comparison by Country


Key Factors ： China

4 major 3rd party Android app market


Key Factors ： Taiwan

2 major 3rd party payment available


Key Factors ： Vietnam

＜ Carrier billing ＞＜ Others ＞

3rd party payment is dominant


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


UA in East Asia


Basic UA Strategy in East Asia

0 0Pre-launch marketing : get loyal users

1 Boost Ad : get organic users

2Adnetworks : keep getting loyal users


Pre-launch marketing

2.0xretention

2.0xARPDAU


Twitter Mobile Ad in Japan

CPI JPY 346

Puzzle RPG

Install 11,500/month

Casual Game

CPI JPY 75

Install 23,000/month


Incentivized CPI

200,000DL/week

200,000DL/week

<Taiwan> <South Korea>

90,000DL/week

60,000DL/week


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


UA in Southeast Asia


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


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


Mobile game acceleratorin Thailand

Mobile game publisher

from Thailand

Mobile game platform

from Indonesia

Market Evolution

Mobile game platform

from Vietnam


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 ＞


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


Basic UA Strategy in Southeast Asia

1 Boost Ad : get organic users

2 Adnetworks : keep getting loyal users


Key media channels

Incentivized CPI Adnetwork

Limited options, not many local players


Key Insights

◆Good timing to enter Southeast Asia

◆Need to consider localization for key markets

◆Facebook & LINE Free Coin is 2 dominant media


Conclusion

◆Asia’s app market is huge but unique

◆Need to look into local factors

◆Good local partner is important


Thank you!

ありがとうございました！