小倉さん

Hirotaka Ogura
Country Manager of Indonesia branch, Global Business Division, Adways


In the latest blog, I have explained the great potential of Indonesian market using the smartphone penetration rate and population composition in Indonesia. This time, I will talk from the app marketing standpoint.

In current Indonesian market, there are not so many app marketers like Adways who has its branch in the country, instead a lot of companies place their head office in Singapore and try to cover Indonesian market from there which might lead to potential lack of understanding of the market trend.no1

Out of all the advertisement options, Mobile CPI advertisement is a high demand service of app marketing in Asia, and it is classified into two types, incentive advertising and non-incentive advertising. Both types have strengths and weaknesses. Incentive advertising can gain users by low CPI, however, the user quality tends to be poorer. On the other hand, Non-incentive advertising tends to be high on CPI, yet it can acquire high-quality users.

What sets good users here is the user retention rate. Most of the game developers are measuring the user retention rate from the changes in a number of the users of the day after the app is installed, a week after, and a month after.

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The below is the retention ranking provided by Appsflyer, a mobile advertising attribution and analytics company.

No.1:Twitter
No.2:Google Adwords
No.3:Facebook
No.4:Ad Colony
No.5:App Lovin
No.6:Seads
No.7:Vungle
No.8:BBM

The top 3 companies, Twitter, Google Adwords, and Facebook are well known mega-media. Following 4th and 5th media, Ad Colony and App Lovin, are famous in Europe and The United States, and the next 6th and 8th advertising media, Seads and BBM have a strong influence in Southeast Asia. Seads is Adways’ non-incentive advertising ad network service, mainly operating in Southeast Asia. BBM has a head office in Canada thus it is little known that their largest market is, in fact, Indonesia. In addition, BBM is the most popular messaging application in Indonesia. the number of Indonesian users alone is estimated to be over 54 million.

Stay tuned for the next chapter to find out the situations of infrastructures around mobile industry in Indonesia!

小倉さん

Hirotaka Ogura
Country Manager of Indonesia branch, Global Business Division, Adways


What is the strongest incentive for mobile game developers to expand their business into Indonesia? It is simple. Population.

Indonesia is the 4th biggest country after China, India and The United States. There are 256 million people. Moreover, smart phone penetration is increasing remarkably especially in recent years. We estimate that there are 70 to 80 million smartphone users in the country. As the smart phone penetration is roughly 30 % across Southeast Asian countries, consequently, Indonesia by far has the biggest audience.

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So now we know about population size and fast penetration rate of smartphones. Our real interest is whether these users would actually pay for mobile games or not. To answer this question, the number of gamers and credit cards issued in Indonesia will be very helpful.
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One remarkable finding is that about 70% of the population is taken up by people under 30 who typically has higher willingness to spend money on mobile games. Moreover, there are many mobile game players. It is, on the other hand, apparent that the in-app-purchase market is premature as penetration of debit card is less than 50% and credit card penetration still stays less than 10%. We should not hold our breath for credit card penetration to rise in the near future as Indonesia still has a great income gap and high unemployment rate.

So far I have explained how Indonesia is a highly desirable market with a potential to grow. But the in-app-purchase culture has not developed much yet.

From autumn 2015, however, we are certainly seeing the increasing number of companies from Greater China and Korea going into Indonesian market as the number of mobile game players grow significantly. Around the same time, the amount of inquiries regarding our services in Indonesia has started to increase and some developers have tried to tackle Indonesian market through our services. As more countries and developers try to conquer Indonesian market, there are more app marketing methods practiced in Indonesia now.

In following chapter, I will focus on the details of preexisting mobile app marketing in Indonesia.

キャプチャ

Daisuke Maeda
Mobile Unit Manager, Global Business Division, Adways



This is the last article about Japanese mobile market lasted from first article (“Top grossing apps in the Galapagos Island- Japan.”) till third article (“Optimal Creatives for Japan Mobile Market”). I will discuss the last important point for non-Japanese companies to expand in Japanese market and also summarize the previous articles.

1.Timing of promotion consulting 
Some of the top selling apps introduced in the first blog post climbed up the grossing ranking after release by making many adjustments, however many were before the pre-register promotion became prevalent. Recently, as pre-registration promotion is more cost-effective, it has become a trend to aim for 100,000 pre-registrants or more.

Image 1. Comparative examples of paid user rate results in different campaigns.
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Source: Adways

It is recommended to start consulting about promotion when there is some time to make changes on the SS or the App size. As the pre-registration promotion will start one month before the app release, it is better to start consulting 3 months before the release or at least 2 months.

2.The minimum requirements for promotion in Japan.
I have summarized the minimum requirements for promotions in Japanese market for pre-registration phase and after the app release.

Pre-registration Promotions
・Teaser sites
Teaser sites are crucial to maximize the number of pre-registrations.
In Japan, it is popular to register with email address in teaser sites. As for the pre-registration bonus, it is common to upgrade the contents depending on the number of pre-registrations, rather than giving away a serial code for each user.

Image 2. Example of the reward for pre-registration: 6waves “Soul Chronicle”
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Source: “Yoyaku Top 10”

Image 3. Example of reward for pre-registration:Rekoo Interactive Networks Limited
Battle of Three Kingdoms ~draw and thud to battle~
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Source: “Yoyaku Top 10”

The average percentage of app downloads from pre-registered users is 30%. For those who pre-registered but did not download the app, retargeting campaign can be performed to switch them to actual users. In order to perform retargeting campaign, it is required to implement the retargeting tags in teaser site and obtain marks.

I will recommend using “One Tag”, if you are not able to implement tags issued from every advertisement menu of retargeting campaign. Once you settled the “One Tag”, it enables to add tags from management screens. Therefore, it is not necessary to edit html, and thus can be done by person in charge of marketing.

Image 4. A mechanism of “One Tag”
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Promotion after app release
・Implementation of tracking tools (SDK)
Tracking tools are essential for promoting apps. Measuring advertising effectiveness is the purpose of using tracking tools. Furthermore, it is possible to link the advertising effectiveness and media systematically, therefore, it will enable to optimize the advertisement performance.

When implementing tracking tools, app launch timing is automatically measured, though if you want to measure in-app purchaser any other particular events, then you need to have additional settings at implementation of SDK. I recommend implementing following timings as minimum requirement.
・Completion of additional file download. (Initial app boot)
・Completion of the tutorial.
・Timing when the user joins the first Guild (for games).

If you can find out the timing of active users becomes paying users, it is better to set this point additionally when you are updating apps. Needless to say, measuring In-app purchase rate is obviously necessary for measuring cost effectiveness. There are many medias using events measurement results as decision making factors when optimizing advertisement performance.

To conclude, I will summarize essential points for expanding business into Japanese market from two sides, development and marketing.

Image 5. Summary of essential points of expanding business in Japanese market.
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I hope this article will help your business to expand in Japanese market. Please contact Adways anytime you need further advices. (jp_campaign@adways.net)






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