Startup Asia Jakarta 2013: Admob Keynote

Google Confidential and Proprietary 1

Unlocking the Secrets of Localization How to build great apps for global users

Tuyen NguyenMobile Publisher Advocate, Google

Google Confidential and Proprietary 2Source: Our Mobile Planet

The smartphone opportunity is still growing

UAE

Saud

i Ara

bia

Norway

Swed

en UK

Irela

nd

Canad

a

Spai

n

New Z

eala

nd

Taiw

an

China

Finla

nd

Czech

Rep

ublic

Germ

any

Phili

ppin

es

Russia

Malay

sia

Belgi

um

Portu

gal

Argen

tina

Roman

ia

Japa

n

Ukrai

neIn

dia

0

10

20

30

40

50

60

70

80


Many APAC countries outpacing worldwide smartphone growth

Source: eMarketer, May2013

India Indonesia Japan Australia South Korea China Other Worldwide0%

10%

20%

30%

40%

50%

60%

70%

80%

Smartphone User Growth 2013


Smartphone users are highly engaged in apps

Total mobile app and web duration on Android and iOS

Mar-11

Apr-11

May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11

Jan-12

Feb-12

Mar-12

Apr-12

May-12

Jun-12

Jul-12

Aug-12

0

20

40

60

80

100

120

140

160

Min

ute

s s

pent

per

month

(billions)

33%Games

Smartphone app downloads worldwide,

by category, 2012

8%Widgets

7%Entertainment

5%Social

Mobile web

Apps

Source: Nielsen Smartphone Analytics, Distimo, “2012 Year in Review,” Dec 21, 2012


Global mobile ad spend growth opportunity

Source: Mary Meeker, Internet Report, Dec 2012

2013 2014 2015 20160

10

20

30

40

50

60

70

80

90

100

NAMiddle East & AfricaWestern EuropeEastern EuropeLATAMAPAC


$0.15 – $0.30

$0.25 – $0.70

$0.19 – $0.45

$0.20 – $0.65

Think globally, not locally

Google AdMob internal data, revenue from 2013 to date


Five languages reach 70% of internet users

Source: Internet World Stats, 2010

English27%

Chinese25%

Spanish8%

Japanese5%

Portuguese4%

German4%

Arabic3%

French3%

Russian3%

Korean2%

Rest of the Languages

17%


68% of ID AdMob developer revenue is coming from global users

68%

ID useroutside ID

Local RPM INT RPM

57% higher

Google AdMob internal data, revenue from 2013 to date


Over 1/3 of all users experience poor app localization

Source: Consumer App Usage & Preferences, Park Associates and Google, November 2013


Internationalization and Localization Best Practices

Prioritize user experience

Build for market and device type

Plan distribution method

Maximize monetization channels


Internationalization and Localization


A strategy for language expansion


Use translation services


Gaming features are more important to users

Brand is not important when considering new apps

Game design & aesthetic

Quality of graphics

Play with gamers

you know

View leaderboards

Doesn’t drain

battery excessivel

y

Opensquickly

Know and trust

company

Not a free app



Consider publishing with a known brand in China

Series10%

10%20%30%40%50%60%70%80%90% Chart Title

South KoreaU.S. UK China JapanPercentage of users who play games most frequently from a familiar brand.

% S

peci

fyin

g B

ran

d T

yp

e

Brand Importance for Smartphone Games, by Country (3Q13)


Harding Marketing

Google: revised title to fit graph


Bite sized games are more popular on smartphones

Series10%

20%

40%

60%

80%

U.S.

UK

South Korea

China

Japan

Puzzle & Trivia Card & Board Action/Adventure

% S

peci

fyin

g G

am

ing

Ap

p T

yp

e

Smartphone Gaming App Use, by Country (3Q13}



Tablets are used for a different type of gaming experience

Series10%

20%

40%

60%

80%

U.S.

UK

South Korea

China

Japan

Puzzle & Trivia Card & Board

% S

peci

fyin

g G

am

ing

Ap

p T

yp

e

Action/Adventure

Tablet Gaming App Use, by Country (3Q13)



Although Freemium can give you access to more users, IAP can give you access to more revenue

Purchase an app that cost money without first trying a free version

Purchase an item or premium feature within the app to enhance your app experience

Upgrade from a free version to a monthly/annual subscription in an app

Upgrade from a free to a paid version of an app

None

% Engaging in Specified Activity


Harding Marketing

Google: revised title to fit graphs


China gamers report the highest frequency of making an in-app purchase

$0

$10

$20

$30

$40

South KoreaU.S. UK China Japan

Avera

ge A

mou

nt

Sp

en

t ($

US

D)

Avg $ Spent In-App on Smartphone Games

Avg $ Spent In-App on Tablet Games



Gamers in Asian markets prefer personalized characters



The majority of users are not spending money on apps

Series10%

20%

40%

60%

US SouthKorea

UK China Japan

% N

ot

En

gag

ing

in

Ap

p M

on

eti

zati

on



Users don’t mind ads, as long as they are in between game levels



Asian users prefer personalized ads, while Western users prefer contextual ads



Understand the end-to-end value of your mobile app

Acquisition Outcome

Engagement


SayHi Chat: “We checked Google Analytics for our DAU and user growth numbers in each country, we also looked at total Android and iOS users in those markets before finalizing our next set of languages.”

Localization Results• 120% growth in language installs for new languages

added• ~20% increase in revenue• ~50% increase in user reviews in the new languages


Zombie Ragdoll "The value of localization is clear, it helps discoverability and helps connect with the users in other countries. So when the localization opportunity arose, we immediately jumped on it. Android is worldwide, and we would be severely limiting ourselves if we focused on English as the only language.”

Localization Results• Increased engagement in countries

where their app was not previously popular

• 80% of installs came from users of non-English languages


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Startup Asia Jakarta 2013: Admob Keynote