mau vegas 2016 — growth without borders — priming the international pump
TRANSCRIPT
Mobile Apps Unlocked 2016Growth without Borders — Priming the International Pump
Problems
1. Localizing at scale is difficult & manual
2. International installs & MAUs under-index domestic
3. App stores are organized by language, not country
1. Localizing at scale: Let’s do the math
App languages
262App stores
* * 11Objects per language
10*Minutes per object
2*Releases per month
12*Months per year
60Minutes per hour
40*Hours per week
57.2 weeks per year=
1. Localizing at scale: Solutions
Keep text to a minimum (e.g. test if you really need captions on screenshots)
Automate what you can (e.g. fastlane on GitHub)
Build into your release planning and integrate work upstream (i.e. whomever localizes app content also localize app store content)
2. International under-indexes vs. domestic: Drivers
Brand
Media
Consumers
Competitors
Apppenetration
2. International installs & MAUs under-index domestic: Options
Google Play Store ads
Quick & easy to scale
Limited slots, ROI varies
+
-
Owned Media
“Free”
Time/resource intensive, not all regional winners scale globally
+
-
Brand Media
Not incremental $ if already planned
Difficult to measure/directly attribute, expensive
+
-
Higher brand awareness correlates to higher app awareness…
(R2 = 0.70)
0 10 20 30 40 5010
20
30
40
D
H
GF
C
E
AB
App awareness
Bran
d He
alth
Inde
x
High
Low
Low High
Source: Millward Brown Brand Health Study, 2015
0 10 20 30 40 500
5
10
15
20
25
30
35
40
45
App awareness
App
usag
e in
last
3 m
onth
s
High
Low
Low High
…which in turn aligns to higher app usage
A
B
C
D
EF
G
H
Source: Millward Brown Brand Health Study, 2015
3. App stores are organized by language, not country
Available in France & Germany
Available in Switzerland
3. Mitigating the gap
Keep releases & features consistent by language, not country
Consider app store content that is country agnostic
If choosing a primary country, provide release notes specifically for the non-primary country, particularly disparate features (especially payment options)
Monitor ratings/reviews closely