1. The Global Side of
Android
Lessons Learned while pushing
Android in Russia, China, the U.S.
and Latin America
Vasily Salomatov (@vsalomatov)
Estuardo Robles (@tatarobles)

2. Agenda
- Is Global Relevant?
- Lessons Learned
- Suggested Path

3. AppsGeyser Background
 70,000 apps
 9 mln app downloads
 120 countries making apps
 Our business has grown with the general android market
- We are not offering too niche nor too basic
- We are a good spotlight on the market
- A real business, bootstrapped until now, growing organically
We offer a good barometer of Android in General
Is Global Relevant?

4. Why Pay Attention to Global?
 We started with US, UK, Europe
 Quickly gained traction in China, Latin America
6 Months Ago
Today
Conclusion: Rest of the World is growing, should be taken into consideration
Is Global Relevant?

5. US Market vs LARCH?
 51% US
22% Europe
11% LATAM
5% RUSSIA
9% CHINA
 LARCH + US = 76% of total usage
No matter what, US is still King
Is Global Relevant?

6. Fact: US is Still King
 US Continues to lead app creations, by far
- Top 5 Cities, NYC and LA
- 60 of top 100 cities worldwide
 US generates largest number of app
downloads
 US has highest App Revenue
Conclusion: The great promise for all
of us in the Android Space is to be
able to export and reapply US-based
innovation to the Rest of the World.
Is Global Relevant?

7. Lessons Learned in Rest of the World
#1 Appcrowding
#4 Fishing
#2 App Usage
#5 App Loyalty
#3 Income Gap
Lessons Learned

8. Lesson Learned #1 – AppCrowding
 App Overstuffing
- US is twice as crowded
- Primary Factor: Do you speak English?
Conclusion: Localize your Apps…
Lessons Learned

9. Lesson Learned #2 - App Usage
 Usage varies, is targeted at different Peaks
- China: specific peaks
- Russia: very uniform
- US and Latam: low in the mornings
Conclusion: Use the “Prime Time” in
each target market effectively
Lessons Learned

10. Lesson Learned #3 – Income Gap in Users
 Apps are being used by elite segments: Higher education & Higher income
 US has the smallest gap
- $44K vs $70K
- Still a 60% difference!
 Russia: 3X
 Latam: 3.5X
 China: the strongest of all
- 5X average income
Consider this: Even today, you will
be reaching high-income
households, especially in LARCH
Lessons Learned

11. Lesson Learned #4 – Fishing for Users
 Long Tail vs Short Tail = Casting a Net vs Rod Fishing
 US: really hard to break into the Top
- 1% chance of getting 50K+ downloads
- Risks are higher, but also the Rewards
 LARCH is different story
- Like US, but several months behind
- Chances for 1 hit wonders still high
Conclusion: Cast a Net in US, but
Fish with a Rod in LARCH
Lessons Learned

12. Lesson Learned #5 – App loyalty
 App Loyalty factor varies by country and type of app
 Average Usage for Social Networked apps:
- US: 100 times
- Latam: 300 times
Russia
Brazil
Argentina
UK
US
World
Hours
6.6
6.3
10.2
4.7
4.2
3.7
Rank
2
3
1
6
9
* Source ComScore and BNamericas
Conclusion: Invest in Social Aspects
everywhere except China.
Lessons Learned

13. So US is Still King… but Competition is Fierce
 Red Ocean vs Blue Ocean: How do you want to compete?
Suggested Path

14. Entering LARCH: Where do I start?
 We Recommend you enter LARCH
- We ourselves are revisiting the region with more force, join us!
 Suggested Path
- Begin with Latam, then Russia, finally China
 Latam: On your mark…
- The perfect storm for first expansion
 Russia: Get set…
- Launchpad into Eurasia
 China: Go!
- Hit the ground running
Suggested Path

15. Entering Latam
 Latam: The perfect storm, combines everything:
- Low competition,
- Easy(ier) to localize
- Same alphabet!
- One language hits many markets
- Cultural affinity
- Multiple countries – small & large
- Replicate your success easily
 Apply lessons to US Hispanic Market
 Tidbit: Android is 3rd wave of Latin Love
Suggested Path

16. Entering Latam
 The Big 2 in Latam: Brazil and Mexico
 The Medium 5: Colombia, Venezuela, Peru, Argentina, Chile, Guatemala
 The Small Hot markets: Dominican Republic , Costa Rica, Panama, Uruguay
Suggested Path

17. Entering Russia
 Russia: Launchpad into Eurasia
- Western mentality with Asian market Obstacles
 Account for “Search & Social” nuances
- Use Vkontakte (Facebook not very popular)
- Search Engine Yandex (Used way more than Google)
-
While at it, you can Test drive what it is like to enter China
 Tidbit: Android is highly accepted in Russia
Suggested Path

18. Entering China
 Entering China – publish to android market, then a few of the Big 5 chinese markets
- HIAPK
- GOAPK
- Gfan
- Yingyonghui
- Ndoo
 China will be there for you…
 Tidbit: Android is not popular
- China has a passion for iPhone
Suggested Path

19. The Global Side of
Android
THANK YOU!!!
Vasily Salomatov (@vsalomatov)
vas@appsgeyser.com
Estuardo Robles (@tatarobles)
tatarobles@appsgeyser.com
http://www.appsgeyser.com/blog