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[GAMENEXT] The Rising Stars “Mobile Market Trend 2014" (APPSASIA)

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[GAMENEXT] The Rising Stars “Mobile Market Trend 2014" (APPSASIA) : 이승목 디렉터

Text of [GAMENEXT] The Rising Stars “Mobile Market Trend 2014" (APPSASIA)

  • 1.The Rising Stars Mobile Market Trend 2014 Mark Lee Appsasia, Project Director Mark Lee

2. Appsasia 3. Rising Platform Rising Country Rising MKT , , . Overview 4. (2005~2008) (2009~2011) (2012~2013) ?? (2014~) , IP Wall-garden Localization 1,000 Copy Cat IP 5. N/A 20% 10% 5 3.5 20% 10% 2300 SNS 36% 300 BJ () () 7 () 1 10% 6 Wechat 73% 38% TV 6. 7. /iOS : $ 1,970 / ( 5, iOS 9) : $ 440 / : $ 580/ : 51% : 63% : 72% /iPAD ARPU / 3 Unit : Download/Dollars (2014 2 ) Download Sales 8. Implication , / ARPU , $1.51 ARPU $ 0.57 $ 1300/ iOS $ 670/ Localization , Line Pokopang, 2014 / iOS Top 25 / iOS Top 25 Localization 74 % 26 % / : 2013 / ARPU Free app IAP Grossing ( ) - / iOS $280 $780 $1200 $520 $570 $670 (DL) 9. $63 $100 $155 $260 $350 $340 Implication / RPG ARPU $ 0.09 $ 200/ iOS $ 240/ Localization Clash of Clans, Brave Frotier, Candy Crush , RPG , iOS DL ARPU / iOS Top 25 / iOS Top 25 Localization 80 % 20 % : 2013 / ARPU Free app IAP Grossing ( ) - / iOS (DL) 10. $240 $250 $236 Implication / DL / iPAD ARPU ARPU $ 0.08 $ 250/ iOS $ 330/ Localization , , Q 2.5 50MB , / iOS Top 25 / iOS Top 25 Localization 94 % 6% : 2013 / ARPU Free app IAP Grossing ( ) - (DL) $85 $90 $120 11. CPI ? CPI .. 12. 2 CPI (1) : 2.5 (1) : 400 6 CPI (1) : 1 (1) : 500 C (U.S.) A D (Japan) M 200 100 300 400 500 Jan 5 Jan 12 Jan 19 Jan 26 Feb 22014 1 200 100 300 400 500 Dec 2103 Jan 201 4 Feb 201 4 Mar 201 4 1Download Rank #21 Gross Rank #278 Download Rank #9 Gross Rank #229 CPI .. 13. Facebook CPC Facebook CPC Facebook CPC / Facebook CPI $1.5 - $2 $2 - $2.5 , Active 1,230,000,000 Active 945,000,000 13,200,000 11,800,000 Rising MKT 1. 14. Optimization Optimization Optimization ARPU Test Optimization // Segmentation Copy A B Copy A Copy B Copy C Copy , , ROI 15. 31% 98% 192% / AD Facebook AD : Wishpond, Adobe Digital Index Facebook CTR 365% Facebook CPC Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4'13 VS CPC CTR 13 (13 / 8 7) DB : Wishpond, Adobe Digital Index 16. Global App Marketing Agency . 50( 5) - (AOL) CEO Rising MKT 2. 17. 6,035 6,035 6,444 6,766 12,899 13,190 13,372 13,627 736 1,898 4,789 6,523 2011 2012 2013 2014 100 65 57 47 TV PC Banne r Mobile Banne r Global App Marketing Agency TV (100) : , 2013 18. UHDTV 500 60 Btv Mobile Hoppin 420 140 70 Olleh TV Mobile 260 56 Tving 570 200 Global App Marketing Agency ?! 19. 60 . !! 60 20. A B Copy A Copy B Copy C < 10 TEST > < Creator Copy > Appsasia 10 Copy Test KPI CPI 2,500 Global App Marketing Agency Appsaisa Facebook 21. Dur. Type 1 Ref. Free BGM http://me2.do/7owUnSm http://me2.do/xofcFEDP 30~1 600 Type 2 Ref. CG Free BGM CG ( CG ) http://me2.do/G6nL4dXA http://me2.do/GRcknJeH 30~1 900 Type 3 Ref. , http://me2.do/G6nL4dXA http://me2.do/GRcknJeH 30~1 1,500 Global App Marketing Agency Appsaisa 22. 300,000,000 47,000,000+ 51,000,000+ 15,000,000+ 4700 / 3 2013 6 LINE / , (1 or 3) CPI BUT Global App Marketing Agency Appsasia 23. C o m p a n y & S e r v i c e s Game Marketing Awards 2013

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