www.wipfactory.com@caaarlo#wipjam

Success In the LatAm App Market

LatinComm ExpoOctober 3, 2012

Hello

• Carlo Longino, Director of Developer Marketing Services, WIP

• The WIP Factory builds mobile developer communities through strategy consulting and outreach activities– Clients include AT&T, Verizon, Sprint,

Nokia, HTC, Intel, RIM, Deutsche Telekom, Neustar

–More info at www.wipfactory.com

The LatAm App/Mobile Landscape

Still a Mobile Bright Spot

Still a Mobile Bright Spot

Catching Up to the Curve

• 9% smartphone penetration in 2011• Will close gap with world average by

2013, rise to 33% by 2014 (GSMA)• 30% of operators launching LTE this

year• 60% will have launched by end 2013

(Informa)

Device Base Getting Smarter

Source: Google, “Our Mobile Planet”, 2012

Device Base Getting Smarter

Source: Google, “Our Mobile Planet”, 2012

But Featurephones Are Still Strong

As Does Voice

ARPU Remains Below Average

What does this tell us about apps?

• A large market still with potential to grow

• Low spending• Very different device base to

US/Europe– Low iOS representation– BlackBerry and Symbian still relevant– Featurephone/Java still massive– Android very relevant – and growing

Three Key Success Factors

The Three Keys

• Content–What is your app?

• Distribution– How will you get your app into users’

devices?

• Marketing– How will you drive users to download

your app?

Content and Apps

• Looking at smartphone top app charts, not much variation in Latin America and RoW

Content and Apps

Global Players

• Top charts – as in most countries – are dominated by large global players– Games companies – EA, Gameloft, Rovio–WhatsApp, SwiftKey, Camera+

• Users flock to:– Quality apps–Well-known brands

Differentiation

• Most successful differentiation comes from localized content–Mapping and GPS– Local music– Local social networks

• Utility apps in local language

Global vs. local demand

- Developer Economics 2012, Vision Mobile

Think local

• Have a regional/global framework, with local content, language, customs, brands

An App Distribution History Lesson

Once Upon A Time…

• The iPhone was just a rumor• Apps were something you only got in

a restaurant• And “app stores” were not exactly

what they were today

Open distribution? Ha!

The Carrier Deck

• Marketing wasn’t as important as carrier relationships

• Getting good placement on the deck – and getting in top download charts – was key

• Very little outside marketing– Cross-carrier difficulties

• Payment (and most of the profit) went to the carrier

Then Came The App Store

• Sure, you can distribute your app here!

• It works across carriers!• It works across countries (sort of)!• Charts and placement are still

important, but outside marketing helps – and is needed

• Marketing and distribution are no longer the same thing

Covering your bases

• Distribution – match your channels to your audience to your content– Smartphone vs. featurephone– Handset brand / OS– Operator– Country– Demographics

• Which channel delivers the right audience for you?

Channel options

• Platform app stores (by technology)– Nokia Store– BlackBerry App World– Google Play– iTunes App Store

• Third-party app stores (by reach/audience)– GetJar– Appia

Channel Options

• Operator app stores (audience, effectiveness)– America Movil (through Appia)– Telefonica– Tigo

Marketing Strategies

Source: Diego Meller, Jammp, http://slidesha.re/T126sw

Marketing strategies

• Co-branding– Strong local media or consumer brands

• White labeling• Social media

Marketing Strategies

• Sell through operator deck/VAS portal– 2 birds with one stone– All eggs in one basket– Particularly good for non-app services

and content

Case Study: Nimbuzz

• Good content/service: Social messaging/IM– Good features for users, money saver– “backward-looking” device strategy

Case study: Nimbuzz

• Distribution – multi-channel– Direct through app stores– Through operators– Through local partners

• Marketing– Social networking/advertising– Highly viral– Through white-label offering

In conclusion

• Three key points– Content–Marketing– Distribution

• Match everything to your audience• Don’t reinvent the wheel• Distribution and marketing aren’t the

same–Make sure both are covered

Thank you

carlo@wipconnector.comhttp://www.wipfactory.com

Slides available at:http://www.slideshare.net/carloWIP