8 - Softonic Presentation Noah Conference 2011
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This document discusses the global expansion and success of Softonic, a software catalog and download website. Some key points: 1) Softonic is the #1 technology website and #2 European company based on global internet audience. It has over 107 million unique users and 113 million downloads per month. 2) The company has expanded internationally with versions in 10 languages including Spanish, German, English, French, Italian, Chinese, Dutch, Portuguese, Polish and Japanese. 3) Softonic generates over 85% of its revenue from its Spanish and English language sites. It has experienced 115% revenue growth since 2009 through its global expansion.
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8 - Softonic Presentation Noah Conference 2011
- 2. © Lakestar 2011 2
- 3. © Lakestar 2011 3
- 4. © Lakestar 2011 4
- 6. #1 Place to Discover & Enjoy Software Worldwide Source: Google Ad Planner, September 2011
- 7. Biggest Online Catalogue of 107 Million Independent Software Unique Visits per MonthReviews 150K Reviews 10K Articles Source:OJD/Nielsen, September 2011 2K Videos …in 10 different languages
- 8. Multiplatform Support & Version: Win, Mac, Web Apps, iPhone & Android
- 9. In global Internet audience… #1 Technology Website #2 European Company #45 Website Ranked Worldwide Source: Google Ad Planner, September 2011
- 10. International expansion Spanish German English French Italian Chinese Dutch Portuguese Polish Japanese 1997 2004 05 07 08 09 10
- 11. Audience growth • More Than 80% Download Growth Since Sep 2009 113.000.000 Downloads Unique Users 107.000.000 Sep 2005 Sep 2006 Sep 2007 Sep 2008 Sep 2009 Sep 2010 Sep 2011 Source Unique Users:OJD/Nielsen, September 2011. Downloads: internal source.
- 12. OUR INTERNATIONAL TEAM International Team • 260 employees • 32 nationalities • Average age: 31 39% 61% Rest of the world Spanish
- 13. Softonic Offices Barcelona Madrid Shanghai Tokyo San Francisco
- 14. Language Revenue Distribution EUR • 115% Revenue Growth Since 2009 454.985 50,000,000 454.985 Rest 45,000,000 4.331.464 40,000,000 IT 35,000,000 30,000,000 FR 25,000,000 DE 20,000,000 English 15,000,000 EN 10,000,000 88% Spanish 36% 5,000,000 ES share share 0 2006 2007 2008 2009 2010 2011
- 15. 5 Lessons Learned From Going Global
- 16. 1. Focus on International Expansion
- 17. 2. Use Alternative Marketing Strategies NUMBER OF RESULTS SEO STRATEGY: ATTACKING LONG TAIL KEYWORDS MORE GENERIC MORE SPECIFIC
- 18. 3. Global Management Team Barcelona San Francisco Tokyo
- 19. 4. Barcelona Attracts & Concentrates Talent
- 20. Staff Location 5% Rest of the World 95% Barcelona
- 21. 5. Quality Localized Content
- 22. Always Remember…
- 23. People Matter
- 25. © Lakestar 2011 25
Editor's Notes
- Mention: 1.5 billion downloads/year
- Changeto: Revenue per site?% crecimiento de 2009 125% -miaJoaquín nos pasará números.Hay que enseñar gráficamente el % que ha tenido cada site, pero basta con poner el número en el site ES (para mostrar que disminuye)un color para cada idioma ES, EN, DE, FR, IT y Resto
- 1 Choose markets wisely but release English version asapCreate a scoreboard to evaluate each marketOnline advertising market (depends on business model)Competitive environmentSEO potential/Market volumeInternet penetration growth potentialWe should have released English version earlier: competitors were strong but market is huge.
- 2 Use alternative marketing strategies: “Long tail SEO strategy”Local leaders were strong with popular keywords, we became strong with long tail keywords
- 3 Global Management teamUS & Japan leaders are part of Management team to get feedback from all around the worldUSA & Japan feel more connected to Global Headquarters
- 4 Barcelona has been key to attract & concentrate talent8 out of the 10 languages are managed from Barcelona.Barcelona city has been rated as the best city in Europe in terms of quality of life for employeesThanks to employee concentration, our culture has been easier to transmit
- Somos93,5% en Barcelona pero pusimos 95/5, más fácil de acordarse.CN 5JP 5SF 6Mad 1
- 5 Quality content. Do not translate but localize.We did not use translation agencies to support additional languagesWe do not translate software reviewsAll content & interface texts are created from scratch by native full-time Editors
- Mostimportant:But the most important lesson learnt is that “People matter” for long-term success. Best Place To Work 3 years in a row in SpainTop 25 Best Place to Work in Europe last 2 years