3. Who Am I?
• I’m a 30 year old American from
Washington DC, living in China for 7
years. Background in Graphic design
4. Who Am I?
• I’m a 30 year old American from
Washington DC, living in China for 7
years. Background in Graphic design
• Working in iOS development for 2
years
5. Who Am I?
• I’m a 30 year old American from
Washington DC, living in China for 7
years. Background in Graphic design
• Working in iOS development for 2
years
• Passionate about mobile app
development and supporting the
Apple ecosystem
20. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
21. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
• Unique Aspects of China & Creating China’s
Hit iOS Game
22. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
• Unique Aspects of China & Creating China’s
Hit iOS Game
• Marketing and Promotion
23. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
• Unique Aspects of China & Creating China’s
Hit iOS Game
• Marketing and Promotion
• Tap4Fun’s Corporate Culture
41. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
42. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
• Multiple purchases vs a single purchase
43. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
• Multiple purchases vs a single purchase
• Lifespan of Freemium vs Paid: Huge but
Short Term Successes in Paid iOS Apps
44. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
• Multiple purchases vs a single purchase
• Lifespan of Freemium vs Paid: Huge but
Short Term Successes in Paid iOS Apps
• Paid apps revenue per user is flat.
Freemium revenue is dynamic. How does
this benefit us?
47. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
48. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
• World Chat
49. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
• World Chat
• PvP versus PvE
50. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
• World Chat
• PvP versus PvE
• “Limbic system” programming. Emotional
attachment and commitment
54. Iterative Development
• Updates are critical to long term iOS success
• Online games are built as the community
plays them
• Get to 1.0 quickly, then iterate for years
57. iOS
• The largest mobile app marketplace in
terms of apps and influence
58. iOS
• The largest mobile app marketplace in
terms of apps and influence
• Closed ecosystem: mostly beneficial to us.
Developing for 3+ year old devices
59. iOS
• The largest mobile app marketplace in
terms of apps and influence
• Closed ecosystem: mostly beneficial to us.
Developing for 3+ year old devices
• Universal apps: iPhone and iPad
60. iOS
• The largest mobile app marketplace in
terms of apps and influence
• Closed ecosystem: mostly beneficial to us.
Developing for 3+ year old devices
• Universal apps: iPhone and iPad
• Monetization: iOS users spend more
63. Android
• The largest mobile app marketplace in
terms of users
• Growing very quickly. Google Nexus 7”
tablet announced 2 weeks ago. Price and
market implications.
64. Android
• The largest mobile app marketplace in
terms of users
• Growing very quickly. Google Nexus 7”
tablet announced 2 weeks ago. Price and
market implications.
• Heavily fragmented. Versions, devices. The
challenges of developing on multiple
platforms
65. Android
• The largest mobile app marketplace in
terms of users
• Growing very quickly. Google Nexus 7”
tablet announced 2 weeks ago. Price and
market implications.
• Heavily fragmented. Versions, devices. The
challenges of developing on multiple
platforms
• Notoriously difficult to monetize. Angry
Birds monetization on Android
69. Other Platforms: Windows Mobile, Blackberry
• Not much competition
• Small user base
• Generalization: Blackberry users don’t play
games, Windows Mobile caters to Xbox
developers. No room left
70. Other Platforms: Windows Mobile, Blackberry
• Not much competition
• Small user base
• Generalization: Blackberry users don’t play
games, Windows Mobile caters to Xbox
developers. No room left
• Not as attractive as iOS or Android
75. Why Developing in China is Great
• Access to high quality, low cost development
resources
76. Why Developing in China is Great
• Access to high quality, low cost development
resources
• Government creates a fertile environment
for Chinese developers
77. Why Developing in China is Great
• Access to high quality, low cost development
resources
• Government creates a fertile environment
for Chinese developers
• The Chinese mobile app market is
exploding. Developer around the world want
access to this growing market
78. Why Developing in China is Great
• Access to high quality, low cost development
resources
• Government creates a fertile environment
for Chinese developers
• The Chinese mobile app market is
exploding. Developer around the world want
access to this growing market
• Apple’s focus on China (Mountain Lion, Siri
in Chinese)
80. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
81. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
• Hurdles to innovation: China “plays it safe”
82. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
• Hurdles to innovation: China “plays it safe”
• Jailbroken devices are widespread.
Freemium developers are mostly safe
83. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
• Hurdles to innovation: China “plays it safe”
• Jailbroken devices are widespread.
Freemium developers are mostly safe
• Online fraud always around the corner: 黑
卡. The bigger you get, the more they come
84. Summary:
China is one of the most dynamic and
interesting mobile apps markets on earth
89. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
90. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
• Germany: Tiny Wings
91. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
• Germany: Tiny Wings
• Russia: Cut the Rope
92. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
• Germany: Tiny Wings
• Russia: Cut the Rope
• China: To be determined
96. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
97. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
98. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
99. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
• Localization & broadening horizons
100. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
• Localization & broadening horizons
• International marketing team
101. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
• Localization & broadening horizons
• International marketing team
• Data driven marketing
107. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
108. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
109. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
• Free App A Day & similar sites
110. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
• Free App A Day & similar sites
• Contests with Prizes
111. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
• Free App A Day & similar sites
• Contests with Prizes
• Innovation & breaking the rules
115. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
116. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
• We’re building a community, inside and
outside of our office. Teamwork.
117. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
• We’re building a community, inside and
outside of our office. Teamwork.
• Weekly conversations about any topic
118. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
• We’re building a community, inside and
outside of our office. Teamwork.
• Weekly conversations about any topic
• An office you don’t want to leave.
Recreational activities.
