Echelon 2014: A look at the fast-evolving app ecosystem
Junde Yu, VP APAC, App Annie sheds light on the app data across categories and countries, and the available marketing opportunities in the segmentBy Twishy Shahi 10 Jun, 2014
With the internet users going mobile, apps have helped in keeping pace with the increased demand from customers and businesses, thereby increasing accessibility, connectivity, faster scheduling and getting direct notifications. Many large- and small-scale businesses are already familiar with a new set of channels and metrics to scale app marketing success. App publishers and marketers are more competitive and are taking smarter decisions in the fast-evolving app ecosystem. App store data, advertising analytics and app store optimisation are the tools helping publishers maximise revenues, downloads and improve visibility.
According to him, in Q1 2014, Google Play led the iOS App Store in app downloads by around 45 per cent. iOS maintained a strong monetisation lead, generating about 85 per cent more revenue than Google Play in the same period. In terms of App Store downloads by country in April 2014, the US and China drove around 40 per cent of iOS App Store downloads.
He stated that the US, Japan and Korea drove about 70 per cent of Google Play revenues. iOS remained the clear revenue leader in most regions, except South Korea, Japan and Taiwan.
Yu also highlighted how the markets are shifting in Google Play. Brazil, Turkey and Indonesia were the emerging markets in Google Play downloads in April 2014. The US overtook Korea after being previously overtaken and traditional Chinese markets in Hong Kong and Taiwan were booming on Google Play.
He explained that in the iOS App Store, social networking made major gains in downloads and in terms of revenues, education and news moved up the ranks. However, on Google Play, photography gained in download rankings, and sports, entertainment and education made big revenue ranking strides. Facebook dominated in April with the top four worldwide downloaded apps and Clean Master by Cheetah Mobile was the only non-messenger, non-social app in the top 10 apps excluding games by iOS and Google Play combined downloads in April 2014. In terms of revenues, LINE dominated with three apps in the top ten, with most revenues in Japan and some in Taiwan and Thailand. TurboTax 2013 cashed in on tax season with revenues in the US. Microsoft achieved some success with Microsoft Word emerging at the tenth place on iOS and Google Play revenue.
He also highlighted that in Southeast Asia, Singapore currently dominates revenue but growth opportunities are limited, and Thailand exhibits strong growth of both downloads and revenue on iOS and Google Play combined. In these markets, social networking apps, particularly messaging apps, dominate downloads outside of games. He stated that most games revenue come from Singapore, Malaysia and Thailand. The magazine publishers see strong monetisation from SEA markets.
According to him, LINE’s prominent position in Thailand have brought success in revenue and downloads.