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Gewben Wu,GM, Fortumo Asia
How to make your game successful Globally
Fortumo Overview
Partnering with 1000s of online and mobile app developers & social networks
Partnering with ~300 carriers in 75+ countries for payment
Leading global provider of mobile operator billing, covering 75+ countries in 5 continents.
Offices in Europe (Estonia and U.K), USA (San Francisco) and in China (Beijing).
Supported platforms: Android, Windows, J2ME, HTML5, web
Strategic investment from Intel
Helping both developers and carriers to earn more revenues through charge-to-bill
Top customers and partners
Top customersAlmost each one of global TOP20 game providers, including: Rovio, Electronic Arts, Gameloft, Halfbrick, Zeptolab, Vostu, Popcap, Facebook/Livegamer and hundreds of others.
Top strategic partnersMost of top global mobile operators & platforms providers
Platforms: start from Android
4
Q4 2012 Global mobile OS shares(Strategy Analytics, Jan 2013)
Appstore revenue: iOS vs Google
Freemium Or Premium?6
Monetizing Freemium on Android
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Going overseas
Going overseas
TOP10 countries for Fortumo customers: FranceBrazilUKGermanyRussiaTurkeyThailandIndonesiaMalaysiaArgentina
App store billing (Google Wallet etc.) – good, but mostly restricted to
credit card users
Mobile operator billing – good coverage and conversion rates, max price
level lower than with credit cards
Credit cards (Visa, Mastercard) – good payout but much information to be
entered by user
Paypal – works in limited number of the countries
Scratch cards, vouchers – work well in selected Asian countries, but low
conversion
Billing options
Our recommendation: integrate 2 payments: one for mobile operator-billing
(for example, Fortumo) and one for credit card (Google Wallet)
Why mobile operator billing? 5 billion mobile phone users worldwide
Only 1.3 billion credit card users
1-click payment Leads to up to 10x better conversion than credit cards
Best for selling virtual goods for <10USD In some countries, over 90% of such purchases made by
mobile
Works when phone is offline (with no data connection) 27% of payments are made offline!
114
Payment flow: credit card vs mobile payment
12
vs
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Pricing of virtual goods
Average size of in-app payment, aggregated data from 1 million Android payments with Fortumo in January 2013:
Sweden 4.25€Spain 3.9€Germany 3.5€United Kingdom 2.5€Russia 2.4€Brazil 1.5€ Mexico 1.4€
Localization
If the game is simple and visual, only English language version is OK to launch globally.
For games with more text, customization to Spanish, Portuguese and Russian could be necessary
(1.1 billion native speakers, ~40 countries)
Distribution: app stores
App stores
17
Focus overseas expansion to emerging countries/regions+
For billing, use both mobile operator billing and credit card+
Use different Distribution Channels
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Summary
