Out now! Our new "How not to fail in Asia" guide

Isabelle Watson

Sep 30, 2019

As the largest smartphone market in the world, APAC’s mobile-first nature gives foreign app developers a huge opportunity to make their mark.

According to Dentsu Aegis Network, Asia Pacific is set to be a leading contributor to global ad spend growth in 2019, contributing 42% of the global increase. Mobile will dominate this growth, with over half of APAC spend (58%) now delivered through mobile devices.

But overseas companies can find it tricky to break into these regions. For example, the diversity in cultures, languages, and users’ tech habits — from China’s unique mobile environment to Indonesia’s young, urban population — makes it hard when trying to localize, or make the same app appeal in different regions.

If you want to make an immediate impact, you’ll need the inside track. To help, we tapped Adjust’s network on the ground — including app marketers who’ve cracked their markets and Adjust team members working across our offices in Asia. The result is our latest guide, which has all you need to get your go-to-market strategy right, with tips on everything from perfecting your app’s launch to nailing your localization strategy.

With deep dives into Korea, Japan, China and Indonesia’s app markets, we’ve got you covered every step of the way.

Fast facts

  • Success in China demands a localized product — not an app that’s simply translated into Chinese. Apps must be aligned with the cultural nuances of the Chinese market and tailored to China’s diverse regions. The companies who succeed are the ones who understand needs across the population, not just tier-one cities like Beijing, Shanghai and Guangzhou.
  • There’s no market more receptive to gaming than Japan. Mobile gaming not only offers marketers the chance to speak to a loyal and profitable audience but also a more diverse one than in other countries: women are 79% more likely to make in-app purchases than men in Japan.
  • When looking at how to run campaigns, it’s essential you consider Indonesia’s demographics. While users may be open-minded when it comes to embracing international technology, marketing activities in the country must always have a local edge. The advertising industry remains fairly conservative, and risqué campaigns that work in the West may not be as successful here. But using influencers and celebrities in ad campaigns can be a huge boon — and both local and international celebrities attract Indonesian consumers.
  • Since the mid-90s, Korea has been on a mission to showcase its own culture to the rest of the world. This Korean Wave, or Hallyu, has seen the country’s music, film, television and food promoted across the globe. Marketers must avoid thinking that a proven success on their own turf will translate directly to the Korean market. Instead, they must become fluent in these cultural nuances and use them as inspiration for their own product.

Ready to learn more? Dive into the guide here.

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