The Hills Are Greener: The Importance of Emerging Markets to Android

The Hills Are Greener: The Importance of Emerging Markets to Android

Jul 23, 2012

I was recently talking to PapayaMobile’s CEO Si Shen and she brought up an interesting point: part of the reason why Android is the target for companies like PapayaMobile: Android is particularly attractive to an international market.

In particular, Android’s availability of cheap hardware in emerging markets is why the platform is so expansive. While developers complain about all the cifferent variations on Android hardware out there, they are the reason why Android is such an expansive opportunity. In developing countries, an Android device may be the way to get smartphones in to people’s hands. And it isn’t just a business opportunity, look at the influence that social media has had in the Arab Spring. Smartphones can provide open access to services and information that can make life better for people everywhere, and Android is set to take advantage of that opportunity, where Apple has yet to focus on the market.

Of course, as John Gruber speculates, Apple may be keeping older hardware like the 3GS around because they want to break into emerging markets. If they can keep manufacturing costs down on the 3GS and/or the iPhone 4, there’s no reason why they couldn’t break in. It may be the next big battlefield for Google and Apple, the one that western markets may not be aware of

Yes, this means that many of the phones are going to be low-end because of their price. And “If you’re comparing ARPU or the kind of money that you can make on each phone, Android’s probably not comparable to iOS. But if you’re counting the whole Google market, the volume that Android can achieve, iPhone is probably not comparable. So, if you’re talking in terms of volume, then Android is definitely a bigger market.”

That’s the exact point: Android’s userbase is the opportunity. It’s why the platform probably won’t be going away any time soon.

AppFlood: PapayaMobile’s Way to Drive Down User Acquisition Costs?

AppFlood: PapayaMobile’s Way to Drive Down User Acquisition Costs?

Jul 13, 2012

PapayaMobile has launched a new ad network that is designed to help make it easier for app developers to acquire new users at low or even no cost. AppFlood is based around developers essentially trading traffic among each other. Developers who sign up essentially get credits that they can spend on placement in other AppFlood apps. Every time that an app is installed from AppFlood, that developer who helped drive the download gets an extra credit. So, apps that promote more games get promoted more. This essentially serves as a 1:1 marketing exchange between a variety of apps in the program. It’s designed to try and reduce new user acquisition costs by essentially dropping them to zero by way of making it an even exchange. As well, PapayaMobile is claiming to not take any revenue off of the service, as it is 100% free, though it it has a long-term effect at decreasing user acquisition costs, then it may wind up benefitting them and any of their advertising initiatives. Several developers and publishers including BulkyPix, Pocket Gems, and Tatem Games are already using the service, available from the AppFlood website.

PapayaMobile and Tapjoy Announce New Social Marketplace

PapayaMobile and Tapjoy Announce New Social Marketplace

Nov 18, 2011

PapayaMobile and Tapjoy are coming together to expand the reach of both of their products, through what they are calling a Social Marketplace.

How it will work is by leveraging an important part of each’s services to improve the other. Tapjoy’s service incentivizes app downloads in games by offering in-game rewards for downloads. What the Social Marketplace will do is utilize recommendations based on Papaya friends, so games that are more in line with the user’s tastes and with what their friends are playing will be prominently featured. The companies claim that this will allow consumers to see more relevant ads that are targeted for them, and developers will see better engagement and monetization from these users.

According to Mihir Shah, CEO of Tapjoy, “Our entire business is built around delivering as much value to consumers as possible, and clearly there’s considerable value in helping them discover new games based on what their friends are playing. PapayaMobile’s social network has the scale and reach, particularly across the U.S. and China, to help make our ads further targeted and more engaging for users.”

Si Shen, CEO of PapayaMobile had similar favorable things to say about Tapjoy. ““Tapjoy is the industry leader when it comes to ad networks that deliver proven, effective distribution and monetization. By teaming with Tapjoy for a Social Marketplace, we’ll be able to offer game developers the very best advertising solution.”

The push for advertisement monetization on Android will likely be important for Tapjoy, especially as opportunities are reduced on iOS. Their service of incentivized app installs was shut down by Apple a while back, and recently, Temple Run was removed from the App Store by Apple for their incentivized video ads. Google is far less restrictive on these policies, and thus this could allow the platform to thrive as an alternate source of monetization for free apps.

PapayaMobile to Bring BulkyPix Games to Android

PapayaMobile to Bring BulkyPix Games to Android

Jul 29, 2011

Prolific iOS publisher BulkyPix are coming to Android with the help of social gaming service Papaya, and will be bringing their products to a wide international market. PapayaMobile will be initially bringing BulkyPix titles Saving Private Sheep, A Moon for the Sky, and Hills of Glory: WWII to Android. The titles will take advantage of Papaya’s social gaming features and in-app currency systems. As well, the games will be coming to the growing Chinese app markets, thanks to PapayaMobile’s “Gateway to China” program to localize games for the Chinese market. According to PapayaMobile CEO Si Shen, “We’re dedicated to continuously expanding the already great content available on the Papaya social network, hence BulkyPix is a natural partner for us.” Oliver Pierre, CEO of BulkyPix, adds: “Working with Papaya will provide us with access to the Chinese market and localisation services, as well as local knowledge and expertise. Our releases on Papaya will also directly benefit from Papaya’s global social network. We’re excited about releasing our games to 22 million people that love social mobile games.”