WINNING STRATEGIES FOR GOING GLOBAL

ABOUT INMOBI

3rd largest mobile advertising platform, after Google and Facebook

1.56Bn+ users on the InMobi network

200Bn+ impressions/month

13Bn+ events ingested in a day

GLOBAL REACH AT SCALE WITH LOCAL SERVICE

SpeakersPramod Rao: SVP Growth at Zomato. Pramod is currently the SVP Growth, responsible for international expansion and growth at Zomato. He has been part of Zomato’s growth from the early days and has worked on Social Media, Marketing and Growth strategies for the company. Pramod started his career as a Consultant with Bain & Company and has an engineering degree from IIT Kharagpur.

Supriya Goswami: Head of Marketing, India & South East Asia at InMobi. In her current role she is responsible for managing the InMobi Brand, leveraging different channels such as Public Relations, Marketing Communication, and Events, for India and SE Asia. Supriya has an undergraduate degree from Lady Shriram College for Women, an MBA from Insead and a Masters in Human Resources from Tata Institute of Social Sciences.

Zomato started in 2008 in Delhi NCR; currently present across 23 countries

India

UAESri Lanka

UKQatar

PhilippinesS Africa

NZ*

Turkey*Indonesia

Brazil

Poland Italy

Australia USA

Canada*Ireland

Lebanon

CzechSlovakia

PortugalChile

• Local team: • Leadership• Content• Marketing• Sales

• Customized product (e.g.):• Widget introduction from

Urbanspoon• Daily menus in Czech• Zip-code search in UK

• Focus on user traffic and engagement

2008-11 2013 2014 20152012

Organic Organic (Bilingual) Inorganic / Acquisition markets

* Zomato already had significant presence in these markets before acquiring the leading player

Extended presence to 22 countries in 2 years and 9 months

International expansion and growth a result of aggressive and scalable go to market model

Product

market

fit

Product landscape

Mar

ket p

oten

tial &

St

eady

stat

e ec

onom

ics

Macro Factors

Ease of execution

Resources available

Factors to consider for expansion

Organic vs Inorganic – example approach

UAE example (2012) - Organic Australia example (2015) - Inorganic

• 2-3 existing products in the market

• No major market leader

• Lack of structured content

• Strong market potential

• High eating out / ordering in propensity

• Ease of execution (2-3 main cities, <10k restaurants)

• 2-3 existing products in the market

• Market leader (~90% share) w/ good product

• Mature structured user generated content

• Strong market potential

• High eating out / ordering in propensity

• High cost of organic execution (5 big cities, >40k restaurants)

Our approach to growth in international markets

Product Market FitLocalize content

Early adoptersCommunity driven marketing

Critical mass of users and user generated content

Strategic partnershipsMonetization

O2OV/S…

B2BV/s…

Social/ MessagingV/S…

Gaming

V/s…Business ModelNature of business influences the Global Growth Strategy

Social / Messaging• Conceptually may seem to scale…BUT Very cluttered category• Market consolidates typically towards the top 3 in each market/category

• India- FB, Whatsapp, Hike• China- WeChat• Japan- Line• Korea- Kakao

• Need a unique value proposition OR Niche targeting• Location based networks• B2B messaging apps

• Need to localize app based on cultural nuances in each market.• Do not ignore offline marketing to bootstrap the user network for social apps

• E.g. GroupMe ’s grilled cheese food truck at SXSW 2016

O2O (Online to Offline)• Regulatory Framework• Local partnerships • Operational Support: Local hires to run the business• Scale your business by doing things that don’t scale – Get

it right with the first 100 customers in each market, the rest will follow.

GamingChina: Localization is not only about Translation

Fragmented ecosystem: Number of players in the mobile app ecosystem is a lot higher in China than in the West

Distribution Payment Discovery

CHINA

WEST

App Store promotions• Unlike in Google Play, for games monetizing

through in-app-purchases, the App Stores in China offer promotions in exchange for revenue share.

• Due to presence of multiple app stores in China, it becomes important to pick and choose the right app stores to promote your game in

Game Centers in Social Apps• Social messaging platforms like WeChat and QQ

are getting in to game distribution through their game centers!

• To maximize acquisition, publish your game in the popular social game centers in China

GamingChina (2/2)

Perspective and Color SchemesThemes adapted to Chinese culture

Characters & In-Game Graphics

West

China – Gunz Dash

Top Endless runer game in westDarker more realistic themes.

Top Endless runner game in China Light and colourful themes.

West ChinaHuman Characters

Fantasy Animated cartoons

Game Play Complexity

West China

Challenging Game Play

Eg. Puzzle games restrict the number of moves in the west.

Simple, fast and engaging game play.

Eg. Puzzle games are time based in China. 60 seconds per turn is popular.

B2BInMobi in China• Tech • MVP• Localization post establishing

market potential and scale• Entry Model:• JV v/s Independence and

flexibility• Talent:• Local Leadership

• Deep understanding of local norms:• Communication is top down• Cultural nuances

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Thank You

Visit us @ indecode.inmobi.com