HIROTAKA YOSHITSUGU: I'm Yoshi.
I'm head of the Japan's Business Development.
And also, I'm leading the Go Global project as well.
So today, as we talk about the Google Play is a great place
to distribute your applications, then you
can choose whatever you want.
Like, publish your application to everywhere.
But today, I would like to discuss about the framework
of the Go Global.
It's more like I make the framework on this slide.
Then I would like to explain about each section,
about what we need to think about to go global.
Then, after I explain the Go Global framework, then
today, we invited the gorgeous panelists today.
Then let's ask them about their Go Global strategies.
All right, let's move on.
So first of all, select the right market.
This is the most important work for your strategy.
So we define the market, established market,
like, we call matured market.
Also the Rising Stars Market, which we call,
like, emerging market.
So for instance, the established market
is US, Japan, Korea, Taiwan.
So they have many the specific stuff.
But it's one thing, is there's the high ARPPU users in there.
Then Rising Stars market is monetize is through ads,
compared with the US and Japan, their monetizing
is not that much.
But the user base is going grow fast.
And also, the install base is pretty growing fast.
So we separated two categories.
And also, each market is different phase.
For instance, US has a different face, like, different users,
preference, in Japan, also.
Korea has also the difference.
So segmented, it's different.
Also, each country, also, they are different faces.
So let's see it at each market.
For instance, like, Japan market.
So this is a top ranking of Japan.
Then it looks like all most Japanese [INAUDIBLE]
are in the top ranking.
Then Super [INAUDIBLE] here.
Then it seems like cute icon is popular in the Japan market.
Then probably you put the cute icons or cute characters
on the UI icons.
That would be good for the Japanese users.
Then go to the Korea market.
Then seems like more western developers
doing good on the top ranking.
Also, some cute characters.
But also, some serious guys in top ranking.
That's the Korea market.
Then let's move on to emerging market.
So this is Brazil.
So it seems like it's more like western developers
doing very well in the Brazil market.
And seems like "Clash of Clans" and also
"Clash of Kings" and "Summoners" as well, is doing well.
So that was kind of like PvP stuff.
And also the import market seems like.
So this is the Brazil market.
Then this is Indonesia.
It seems like similar with the Brazil market.
But we can see more cute characters, cute icons on here.
So it's more mixed market, we can say.
I understand that those markets stuff, then,
are decided where should we go to the market.
So that's the select the right market.
Then, next move on the plan your approach.
So once you decided to go to specific market like Japan,
or Korea, then you need to figure out
how to fit that market.
So you should go with original titles, original graphics,
go to that market.
Or change your graphics to go to that market.
So that's the decisions make you need.
But this is Asian taste and Western taste.
So Asian taste is more cute and a complicated UI,
but more efficient.
And then [INAUDIBLE] more.
And then western taste is more like a landscape and more
simple UI's.
This is on a game.
Also, with the material design, also, there
are group feed in everywhere.
So you need to localize on your services.
But design wise, you don't need to figure out that much.
Use the material design.
That's more efficient.
Then move on the next, localize your applications.
Then don't just translate.
So this is most important part as well.
So we defined a level one, two, three, on the localizations.
So level one is just simple.
Just go to the marker.
Just quick, check your application
to publish to those market.
Then see how does it work?
Then level two is more go more local.
So for instance, like, change your descriptions
in the local languages.
Change your screenshot.
Or change the icons to the market.
Then change your applications [? text ?]
in the local languages.
So that's at level two.
Then level three is go native.
They are more like local relevant contents.
So for instance, put their local relevant contents
in the UI application.
Like with Japanese characters or Koreans
or event in that level three.
Then get more thinking about their local users.
Then so that level is level one, two, three.
So you can step up to level one, to level two, level three.
Or you can go through level three direct from nothing.
But we're inclined to check your localized description.
Where is the native-check?
So if you don't have a native-check,
from the local users, then looks like this kind of stuff.
So graphics, OK.
Sounds like great.
But localizations, it seems like question mark.
So that's from the local user's point.
So we recommend to use the native-check on that side.
Then make more graphic, sounds, and localalisation.
It's great.
So that's a metaphor.
But that's looks like from the local users.
Then this is my recommendations to the stores.
So I supply the store listing.
Also, they're in-app games.
And this is Japan's, Korea's, Taiwan, Hong Kong,
Brazil, Indonesia.
So we recommended the language is what we need
to localize in for the users.
So this is one opinion from me.
But this is too obvious.
But make sure you are going to that market.
Then localize the success [? store ?] is the Musicmatch.
So they localized.
We discuss a lot, in Japan market, about a Japan market.
Then they changed the video trailer titles, then
icon, description.
Also the key images on the screen shot.
They put the local talent and then local contents.
Then put the local languages in their screen shot.
Then they got a ranking number one
in the music category in Japan from 50.
Also, it's not only for localization.
Also, I recommend to think about the connectivity
in each market.
If you want to go to emerging market,
then you need to figure out the connection speed as well.
So for instance, APK size might be smaller.
It's more good for those emerging market.
Then after the download and contents file size,
or data friendly, and then also, the local pricing.
As Tim [INAUDIBLE] mention that.
So those kind of KPI we need to figure out
If you want to go to the emerging market.
So support local users.
So it's more easy.
But support local users in the local languages.
That's an important fact to go local market.
So this is the Korean developers replying to users in Japanese.
This is important for going global.
Then launch, test and iterate.
So as we talk about like, experiments, A/B testing,
then acquisition channel and also localizations.
This is like, keep continue to doing.
So keep continue to improving.
So this loop is important for the Go Global as well.
So this is a good example for the arts.
So they did their experiments on our Play Developer console.
Then we need an icon as the more simple ones than 41% increase
of the download.
And also, this is the game screenshot.
Then before they tried a simple type of their screenshot.
Then they got good numbers of the improved.
So that's the experiments is important things for checking
on their localizations or localized of the US screenshot
in the Go Global strategies.
So this is before, after, finally.
So they put all good improved the numbers of the result.
Then they changed their screenshot in the after.
So leverage our local market experts.
We have several peoples in this venue.
So please reach out those guys.
Then ask your strategy stuff.
Right.
So that's my presentations.
Then
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