The Glocality opportunity for app & games developers

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This is a presentation I gave at https://apppromotionsummit.com/BERLIN/ The goal was to open the conversation around internationalisation in the app/game business and the need to engage locally.

Tecnología Empresariales

The Glocality opportunity

Julien Fourgeaud
Chief Product Officer, Transfluent
julien@transfluent.com
@julienfourgeaud

@julienfourgeaud

Slideshare version
This presentation has been modified
for Slideshare.

@julienfourgeaud

134
Countries
155
Countries

@julienfourgeaud

134
Countries
155
Countries
200+
Countries

@julienfourgeaud

WE ARE ALL
USERS
(OF SOMEONE’S ELSE APP)

@julienfourgeaud

LOCAL MARKETS:
OPPORTUNITY?

@julienfourgeaud

"Before having any traction in the UK and US,
which are now 90 per cent of our market, we
had 30,000-40,000 downloads in smaller
nations -- not a huge amount, but probably
four times what the average app sells," Matt
Wilson, to Wired UK.

@julienfourgeaud

Top countries in each regions
• Top 3 Grossing in EU
– UK, France, Germany

• Top 2 Grossing in
Middle East
– UAE
– Saudi Arabia
– South Africa

• Top upcoming countries
in Latin America
– Brazil, Mexico, Argentina

@julienfourgeaud

IS LOCALIZING
MY APP ENOUGH?

@julienfourgeaud

The “Cisco” of translation
• Network of over 20,000
• Speaking more than 80 languages
• Seamlessly available for:

@julienfourgeaud

Developers?
• Simple REST API
• File support: iOS (Localizable.strings), Android (.xml),
MooTools/Javascript (.js), Symbian (.ts), Windows
Phone (.resx), Java (.properties), YAML (.yml), Simple
XML-files (.xml), GNU Gettext (.po), Excel (.xls)
• JSON/CSV parsers available on request
• Plain text

@julienfourgeaud

julien@transfluent.com
@julienfourgeaud

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The Glocality opportunity for app & games developers

1. The Glocality opportunity Julien Fourgeaud Chief Product Officer, Transfluent julien@transfluent.com @julienfourgeaud

2. @julienfourgeaud Slideshare version This presentation has been modified for Slideshare.

3. @julienfourgeaud

4. @julienfourgeaud

5. @julienfourgeaud WHERE CAN I GET APPS?

6. @julienfourgeaud

7. @julienfourgeaud

8. @julienfourgeaud

9. @julienfourgeaud 134 Countries

10. @julienfourgeaud 134 Countries

11. @julienfourgeaud 134 Countries 155 Countries

12. @julienfourgeaud 134 Countries 155 Countries

13. @julienfourgeaud 134 Countries 155 Countries 200+ Countries

14. @julienfourgeaud WE ARE ALL USERS (OF SOMEONE’S ELSE APP)

20. @julienfourgeaud LOCAL MARKETS: OPPORTUNITY?

21. @julienfourgeaud

22. @julienfourgeaud

23. @julienfourgeaud

24. @julienfourgeaud "Before having any traction in the UK and US, which are now 90 per cent of our market, we had 30,000-40,000 downloads in smaller nations -- not a huge amount, but probably four times what the average app sells," Matt Wilson, to Wired UK.

25. @julienfourgeaud

26. @julienfourgeaud

27. @julienfourgeaud SOME STATS…

28. @julienfourgeaud

29. @julienfourgeaud Top countries in each regions • Top 3 Grossing in EU – UK, France, Germany • Top 2 Grossing in Middle East – UAE – Saudi Arabia – South Africa • Top upcoming countries in Latin America – Brazil, Mexico, Argentina

30. @julienfourgeaud

31. @julienfourgeaud

32. @julienfourgeaud IS LOCALIZING MY APP ENOUGH?

33. @julienfourgeaud

34. @julienfourgeaud

35. @julienfourgeaud

36. @julienfourgeaud Engagement

37. @julienfourgeaud Customer support

38. @julienfourgeaud HOW CAN WE HELP?

39. @julienfourgeaud The “Cisco” of translation • Network of over 20,000 • Speaking more than 80 languages • Seamlessly available for:

40. @julienfourgeaud Developers? • Simple REST API • File support: iOS (Localizable.strings), Android (.xml), MooTools/Javascript (.js), Symbian (.ts), Windows Phone (.resx), Java (.properties), YAML (.yml), Simple XML-files (.xml), GNU Gettext (.po), Excel (.xls) • JSON/CSV parsers available on request • Plain text

41. @julienfourgeaud Q&A

42. @julienfourgeaud julien@transfluent.com @julienfourgeaud

Notas del editor

I am half French, half Swiss.I lived in Finland for over 10 years and in the UK for 2.
Our assumption in today’s business world is that everyone speaks/understands English.
Different ecosystems, different stores.
But where in the world can I get apps?
iCoyote, a French service, warning drivers of dangers on the road.
Available in France
Germany
Spain
But not for users of other Android stores
Rovio launched Angry Birds in the US first.
Didn’t work
They launched in local markets, getting to the #1 position in these stores
Then got featured by Apple in the US/UK
And reached world domination
Books: not only the content needs to be translated, but the covers, summaries and so forth.Translation is not always enough, adaptation is sometimes needed.
iCoyote did it right for the countries they decided to support.
But more than shipping apps, developers need to build communities and engage with their customers
As well as providing support in a timely fashion.
http://bit.ly/TFAPIAPS

The Glocality opportunity for app & games developers

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The Glocality opportunity for app & games developers

Notas del editor