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How to win in Android Market
-for Small Developer-�Samurai International, LLC
Email: [email protected]
Twitter: @Lui_AppsDev Facebook: @lui.okada
Facebook Pages: @samurai.international WEB: http://samurai-international.jp/
AndroidDev.jp Feb.21.2011
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Self Introduction Lui Okada
� CEO of Samurai International, LLC.
� MBA(Globis)
� Twitter: @Lui_AppsDev
� Facebook: @lui.okada
� Facebook Pages: @samurai.international
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Company
Tokyo Kobe
• Planning • Marketing • Design • Sales…
• Development
Pure smartphone apps plays.
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App Showcase
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2010.1
1.1
4
2010.1
1.0
7
2010.1
0.3
1
2010.1
0.2
4
2010.1
0.1
7
2010.1
0.1
0
2010.1
0.3
2010.9
.26
2010.9
.19
2010.9
.12
2010.9
.5
2010.8
.8.2
9
2010.8
.22
2010.8
.15
2010.8
.8
2010.8
.1
2010.7
.25
2010.7
.11
2010.7
.4
2010.6
.27
2010.6
.20
500K apps sum total downloaded!
Traffic Information [iOS/Android] Navigation category Ranked 2nd
Charity Clock [iOS] Collaborate with NGO Cause Marketing
Sengoku Busho Almanac [iOS] Education category Ranked 1st
Groupons [iOS]
End of Edo Samurai Almanac [iOS] Education Category Ranked 5th
Sosial Featurephone Browser [Android] FP web site viewer Andronavi Ranked 1st
RankingTube [iOS/Android] YouTube viewwe iOS Ranked 1st
Many apps ranked high.
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Social Feature Phone Browser
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Social Feature Phone Browser
� From Oct.2010
� Free. Ad CTR is 9%!
� Ranked 1st in AndroNavi.
Feture Phone Browser is added social bookmark
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実績 Ranked higher in AndroNavi Market.
2011年2月14日現在
Nov. 3rd.
Dec. 1st.
Jan. 2nd
Feb. 1st.
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Download of sum total
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
2.1
4
2.8
2.1
1.2
5
1.1
8
1.1
1
2011.1
.5
12.2
9
12.2
2
12.1
5
12.7
12.1
11.2
4
11.1
7
11.1
1
11.2
10.2
5
10.1
8
10.1
2
Sum Total
It has been downloaded constantly.
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0
20,000
40,000
60,000
80,000
100,000
120,000
RankingTube DL Total Sum
iPhone Apps case Dramatically high and unspread.
App Store Ranking is high impact.
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Marketing Mix for App Development
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What is the marketing mix?
� S.T.P � Product � Price � Place � Promotion
What type app should you make and how do you deliver to customers?
Introduce our marketing .
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Is the market segment big?
� Many maker has been selling smart phone.
� The users who changed smart phone from feature phone is many.
� Feature phone web site is rich in Japan.
Our app category has enough size of market.
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S.T.P
Segmentation Targeting Positioning
Social
Reach to FP site
Competitor A
Competitor B
Make the original position.
Level of FP heavy user
Tim
e of chan
ge from FP
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Product
“I can’t see some FP sites !” From review
Our Solution
Ø FP web site they can see listed. Ø Customers make the list on social.
Satisfy Customers!
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Price
Free.
Ø As customer use many times, we can get impressions. Ø We use AD-Maker!
Using Adware.
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Place
Many app store available…
Narrow down markets.
Android Market, AndroNavi, au one market.
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Promotion
• Press release
• Review site
• Friends
• Link from self Apps
Increase the chance to be seen.
You must draw on social networks.
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Market
Why is it difficult to sell? We cannot have a chance to sell directory.
Customer Developer
Huge new release
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Draw on social media! We made the Customer List on social network and sell to them.
Market
Customer Developer
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Other When is app updated, it will be on new app cotegory.
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Other important things
UI and monetize.
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UI and monetize Design the UI to monetize.
• Easy to notice • On the conductor.
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Then, RankingTube’s case.
Before After
It is moved to top.
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Result
CTR
2011/01/01 (土) 0.14%
2011/01/02 (日) 0.12%
2011/01/03 (月) 0.10%
2011/01/04 (火) 0.10%
2011/01/05 (水) 0.09%
2011/01/06 (木) 0.30%
2011/01/07 (金) 0.79%
2011/01/08 (土) 1.62%
2011/01/09 (日) 2.03%
2011/01/10 (月) 2.18%
2011/01/11 (火) 2.54%
2011/01/12 (水) 2.95%
After
Before
Dramatically increase!
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Target
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World App Market
アジア(含日本)
US
EU
US & EU market is 10 times larger than JP.
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Target Chase the scale!
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Share Share
2010 Market 2014 Market
Others
Windows Mobile
IOS
Android
BlackBerry OS
Symbian
(IDC Worldwide Converged Mobile Device Operating System Market Shares and 2010-2014 Growth)
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Free Apps Trend in US
(Destimo Report November 2010)
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Paid Apps Trend in US
(Destimo Report November 2010)
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最後に
� It is hard to be all.
� Build your team and discuss.
� Chase the scale.
Build team and go to sell oversea!
Collaborate and join to Samurai International!
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Thank you.
� Email: [email protected]
� Twitter: @Lui_AppsDev
� Facebook: @lui.okada
� Facebook Pages: @samurai.international
� WEB: http://samurai-international.jp/