curtis file 'macro-level guiding principles for entering the asian market in terms of which...
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Curtis File 'Macro-level guiding principles for entering the Asian Market in terms of which countries to target first' Latis GlobalTRANSCRIPT
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Which Asian Market Suits You?
Macro-level guiding principles for entering the Asian market
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North East Asia: Common Perspectives
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The Great Whale of China
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The Giants of Japan
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?
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Korea as a Test Market
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Ease of Business
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Ease of Doing Business Index Rankings
#7 #27 #96
Source: World Bank (http://data.worldbank.org/indicator/IC.BUS.EASE.XQ)
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#24 #26 #34
English Proficiency Index Rankings
Source: Education First (www.ef.com/epi)
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Market Factors
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Market Factors: Infrastructure & Accessibility
Country 4G Coverage Average Download
Speeds
Comparison to World Average
Smartphone Penetration
91% 18 MB/S +165% ~ 73%
68%11 MB/S +144% ~ 46%
Major Cities Only
2-4 MB/S (non-4G speeds)
-11%Projections to hit 90%
end of 2014
Source: [1] Our Mobile Planet (http://think.withgoogle.com/mobileplanet/en/ [2] Gartner (http://www.gartner.com/newsroom/id/2645115)
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Market Factors: Purchasing Power
CountryAverage Monthly
Income (USD)Data Package Cost
(USD)Portion of
Income
~$2, 903 Unlimited $70-$80 2.75%
~$2,522 Unlimited $70-$80 3.17%
~$758 5GB $100 13.19%
Source: [1] International Labor Organization (http://www.ilo.org/global/research/global-reports/global-wage-report/2012/lang--en/index.htm
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Average CPI vs ARPD
CPI: $1.98ARPD: $3.82Profit: $1.84
CPI: $1.86ARPD: $6.34Profit: $4.48
CPI: $0.90ARPD: $1.13Profit: $0.23
Source: Distimo/Chartboost (http://www.distimo.com/blog/2014_02_publication-how-the-most-successful-apps-monetize-globally/)
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Offline Marketing Budget
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Market Factors: 1 City, 1 Country
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Soft Power: Sphere of Influence
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Market Similarities: Holidays/Events
•Lunar new year•White day•Chuseok/•Childrens day•Buddhism/religion•Shared fairy tales
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Market Similarities: Genre Preferences
• RPG/Adventure• Puzzle• Social
• RPG/Adventure• Social• Strategy
• Puzzle• RPG• Simulation
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Market Similarities: App Discovery
Avg. Apps/Month: 6.5 Apps on phone: 45
Avg. Apps/Month: - Apps on phone: 36
Avg. Apps/Month: 7.2Apps on phone: 25
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Summary
Korea:• Similar with Japan in technological capability and mobile
infrastructure• Samsung leading China in Smartphone market• Similar advertising strategies required in all three (i.e. offline,
broadcast, billboard) • More influence in ASEAN countries• Smaller marketing budgets• No significant app market fragmentation• Similar to Japan in that they are driving Google Play revenue• Shared cultural backgrounds
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Conclusions
• Korea, China, and Japan are big, independent markets.
• Korea shares enough similarities with the two giants at its side to merit using it as a testing grounds before launching into either of them
• There is less risk in Korea due to smaller budgets and less fragmentation than the other two, while still being a top 5 app market