Yahoo 2016 台灣行動開發者大會

Agenda introduction
1:05-1:35 PM
1:35-2:25 PM
2:25-2:40 PM
2:40-3:00 PM
3:00-3:30 PM
3:30-5:00 PM
Welcome & Keynote
Yahoo Mobile Developer Suite
The State of Native
Coffee Break
Yahoo Tech Talk
Panel Talk: Grow, Retain, Monetize

#YMDCTW2016

ROSE TSOU
SVP | Yahoo APAC
WELCOME KEYNOTE

Yahoo 2016 台灣行動開發者大會

Apps on Flurry
Source: Flurry Analytics, 2015

Devices Tracked by Flurry Monthly
Source: Flurry Analytics, 2015

Apps on Flurry in Taiwan
Source: Flurry Analytics, 2015

Flurry users in this room
Source: Flurry Analytics, 2015

2012 2013 2014 2015
83%
31%
6% 6%
SMARTPHONE YoY
GROWTH RATE FLAT
Source: Statista, December 2015

SESSIONS BY HOUR IN TAIWAN
12AM 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12AM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM
AFTERNOON EVENINGMORNING
Source: Flurry Analytics, 2015

Mobile
Engagement
The Many,
Not the Few
You’re in the
Right Place

Mobile
Engagement
The Many,
Not the Few
You’re in the
Right Place

181%
163%
119%
93%
85%
78%
52%
43%
37%
32% 29%
-1%News Personalization Photography Shopping Health & Fitness Travel Books Utilities Business Entertainment Messaging &
Social
Average 67%
2015 SESSION GROWTH YoY (APAC)
News & Magazines, Personalization, Photography, Lifestyle & Shopping Over Indexing
Source: Flurry Analytics, 2014-2015
Games

2015 Sessions growth YoY on Yahoo Taiwan apps

Mobile
Engagement
The Many,
Not the Few
You’re in the
Right Place

Source: Flurry Analytics, ComScore, 2014-2015
MID & LONG
TAIL APPS
GROWTH IN TIME SPENT BY APP TYPE
Mid to Long Tail Apps Driving Increase in Time Spent
18%
8%
TOP 25 APPS

YouCam Makeup (玩美彩妝)PicCollage (拼貼趣)
100M+
Users
Cheetah Mobile (獵豹移動)

15X
Increase in
time spent
100M+
Users
YouCam Makeup (玩美彩妝)PicCollage (拼貼趣) Cheetah Mobile (獵豹移動)

15X
Increase in
time spent
2.3B+
Total downloads
100M+
Users
YouCam Makeup (玩美彩妝)PicCollage (拼貼趣) Cheetah Mobile (獵豹移動)

Mobile
Engagement
The Many,
Not the Few
You’re in the
Right Place

Yahoo is a Guide

MOBILE USERS
600M+

PARTNERS
12,000
MOBILE USERS
600M+

IN MOBILE REVENUEPARTNERS
$1B+
MOBILE USERS
600M+
12,000

Revenue generated from your
apps through
Yahoo App Publishing

Monthly growth rate on revenue generated from
your apps through
Yahoo App Publishing in Taiwan

DEVELOPERS

M O B I L E D E V E L O P E R C O N F E R E N C E
T A I P E I 2 0 1 6

Grow MonetizeRetain
M O B I L E D E V E L O P E R C O N F E R E N C E
T A I P E I 2 0 1 6

CHRIS KLOTZBACH
Director | Flurry from Yahoo
STATE OF MOBILE

MONTHLY FLURRY SESSIONS
DATA FROM OVER 800,000 APPLICATIONS
Sources: Flurry Analytics
300B
225B
150B
75B
2011 2012 2013 2014 20152009 20102008
MUSIC
GAMING
ENTERTAINMENT
SOCIAL
NETWORKING
TRAVEL
RETAIL
MESSAGING
TV
MEDIA

2015: ANOTHER YEAR OF GROWTH
MEDIA, PRODUCTIVITY & EMOJIS GIVE MOBILE 58% YOY GROWTH
Sources: Flurry Analytics, 2014-2015
332%
135%
125%
81%
54% 53% 52% 51%
21%
-1%
Personalization News &
Magazines
Utilities &
Productivity
Lifestyle &
Shopping
Travel &
Navigation
Sports
Health &
Fitness
Messaging &
Social
Music, Media &
Entertainment
Average 58%
Games

MOBILE ADDITION CONTINUES TO RISE
WORLDWIDE DAILY APP USAGE DISTRIBUTION (MILLIONS)
Sources: Flurry Analytics
784
440
176
985
590
280
REGULAR USERS SUPER USERS MOBILE ADDICTS
Under 16 Times 16 to 60 Times 60+ Times
+34%
+26%
+59%
Q2 2014 Q2 2015

MOBILE ADDICTS
COMPARED TO WORLD POPULATION RANK
Sources: Flurry Analytics
1 CHINA 1,305
2 INDIA 1,216
3 UNITED STATES 319
4 INDONESIA 248
5 BRAZIL 202
6 PAKISTAN 182
7 NIGERIA 177
8 MOBILE ADDICTS 176
9 BANGLADESH 152
10 RUSSIA 141
2014
8 MOBILE ADDICTS 176
1 CHINA 1,320
2 INDIA 1,273
3 UNITED STATES 322
4 MOBILE ADDICTS 280
5 INDONESIA 255
6 BRAZIL 205
7 PAKISTAN 190
8 NIGERIA 183
9 BANGLADESH 158
10 RUSSIA 146
2015
4 MOBILE ADDICTS 280

158 162
220
251
US: MORE THAN 4 HOURS A DAY
ON MOBILE DEVICES IN THE US
Sources: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
MOBILE TIME SPENT (MINUTES)
20%
BROWSER BROWSER
10%
TIME IN
BROWSER
DECREASED
BY HALF
-50%14%
BROWSER BROWSER
9%
Q1 2013 Q2 2014 Q2 2015 Q4 2015

US TIME SPENT
ON GAMING (MINUTES)
Sources: comScore, Flurry Analytics, June 2015
52
33Q2 2014 Q2 2015
GAMING
-36%

US TIME SPENT
ON MESSAGING & SOCIAL (MINUTES)
Sources: comScore, Facebook, Flurry Analytics, June 2015
45
68
Q2 2014 Q2 2015
MESSAGING & SOCIAL
+50%
including Facebook

US TIME SPENT
ON ENTERTAINMENT (MINUTES)
Sources: comScore, Pandora, Flurry Analytics, June 2015
13
44
Q2 2014 Q2 2015
ENTERTAINMENT
+240%
including YouTube

MEDIA CONSUMPTION IS IN APPS
INCLUDING SOCIAL & MESSAGING (MINUTES)
Sources: Pew Research, Added Value & Millward Brown Digital. Tumblr Content Engagement Study, October 2014., Flurry Analytics
46
96
Q2 2014 Q2 2015
DAILY MINUTES/US CONSUMER
+108%

… AND NOT ON TRADITIONAL TV
CHANGE IN HOURS SPENT WATCHING TRADITIONAL TV PER MONTH BY AGE GROUP
Sources: MediaRedef/Neilsen, Live + VOD + DVR, Q2 2015 v. Q2 2010
18%
3%
-15%
-42%
-46%
-36%
-18%
65+ 50-64 35-49 25-34 18-24 12-17 2-11
April

MOBILE IS ABSORBING ITS MINUTES
TIME SPENT IN MOBILE APPS AND ON TV (US, MINUTES)
Sources: Flurry Analytics, US Department of Labor Statistics
168 168 168
126
139
198
2Q 2013 2Q 2014 2Q 2015
TV APPS

AND SOME OF ITS REVENUES
GLOBAL MOBILE REVENUES (BILLIONS)
Sources: Flurry Analytics, eMarketer, AppAnnie, Apple
$21
$33
$23
$31
2014 2015
IN-APP PURCHASES MOBILE ADS (EX. SEARCH)

IT’S THE SEVENTH YEAR

DECLINING YEAR-OVER-YEAR SESSION GROWTH RATES
Sources: Flurry Analytics, YoY Session Grow Rate 2009-20015
0%
200%
400%
600%600%
400%
200%
’09-‘10 ’10-‘11 ’11-‘12 ’12-‘13 ’13-‘14 ’14-‘15
YOY SESSION GROW RATE

YEAR-OVER-YEAR SMARTPHONE SALES DECLINE
Sources: Statista, Apple and Samsung Unit Sales 2011-2015
83%
31%
6% 6%
2011-2012 2012-2013 2013-2014 2014-2015
SMARTPHONE SALES GROWTH RATE

2008 2014
MOBILE 1.0
2015
THE FAST GROWTH OF THE MOBILE INDUSTRY

THIS IS WHAT THE INDUSTRY FEARS
2016

2008 2014 2015
MOBILE 1.0
2016 2017+
MOBILE 2.0
THIS IS WHAT WILL HAPPEN INSTEAD
2016 WILL BE A YEAR OF PAUSE AND REFLECTION

HARDWARE 2.0

PHABLETS DRIVING EARLY STAGE HARDWARE REFRESH
27% OF ALL 2015 ACTIVATIONS WERE PHABLETS
Sources: Flurry Analytics, 2015
Full-size Tablets Small Tablets Phablets Medium Phones Small Phones
2015
2014
9% 9% 27% 54% 1%
11% 11% 13% 63% 2%
17% 12% 4% 64% 3%2013

WORLDWIDE TIME-SPENT SKYROCKETS ON PHABLETS
OVER INDEXES ON PHABLETS ALMOST 3 TO 1
Source: Time Spent on Mobile by Form Factor, Flurry Analytics, 2014 to 2015
26%
81%
334%
85%
8%
Full-size Tablet Small Tablets Phablets Medium Phones Small Phones

PHABLETS DOMINATE IN 2016
QUARTERLY FORM FACTOR DISTRIBUTION FORECAST
Sources: Flurry Analytics, 2016: Note: Form factor distribution projections based on linear and second degree polynomial regression models
Full-size Tablets Small Tablets Phablets Medium Phones Small Phones
2Q 2017 3% 9% 59%
35%
1%
29%
4% 9% 52%
39%6% 9% 46%
1Q 2017
4Q 2016
3Q 2016
2Q 2016
1Q 2016
4Q 2015
43%7% 9% 41%
47%8% 9% 36%
49%8% 9% 32%
1%51%9% 10% 29%

MEDIA REVOLUTION 2.0
MADE ON MOBILE FOR MOBILE

PHABLETS: GREAT FORM FACTOR FOR MEDIA
GROWTH RATE OF MEDIA APPS OVER INDEXES ON PHABLETS
Sources: Flurry Analytics, 2014-2015 YoY Growth Rate
721%
274%
88%
135%
53%
21%
News & Magazines Sports Music, Media & Entertainment
5.16x
5.34x
4.19x
PHABLET ALL DEVICES

NOTHING BUT GROWTH IN CONTENT CREATION
2014-2015 YOY SESSION GROWTH
Sources: Flurry Analytics 2014-2015
58%
78%
OVERALL CONTENT CREATION
+35%
OVERALL CONTENT CREATION

MESSAGING 2.0
FROM CONNECTIVITY TO PRODUCTIVITY

USERS ADOPTING MESSAGING FOR PRODUCTIVITY
2014-2015 YOY SESSION GROWTH
Sources: Flurry Analytics 2014-2015
58%
70%
OVERALL CONTENT CREATION
+21%
OVERALL MESSAGING & PRODUCTIVITY

BACK TO LOCAL
DIRECTORIES TO MARKETPLACES

THE BATTLE ROYALE FOR LOCAL SERVICES
Sources: Forbes Magazine, August 2014
$800B USD MARKET

IT’S THE BEST TIME TO BUILD

JAMES KELM
Senior Director, Product Management | Yahoo
STATE OF NATIVE

FLURRY ANALYTICS

SPEED

FLEXIBILITY

WORKFLOW

PicCOLLAGE
Angela Ting & Mica Huang | Product Manager
ALL NEW FLURRY ANALYTICS

100+ Million Downloads
Top 10 Photo/Video App
|

Young women in US, UK, Japan
and many many others…
Who loves Pic Collage?
|

Focus
Acquisition
Retention
Monetization
|

A|B Testing
Rating popup wording
2X reviews
|

Funnel analysis
Onboarding- start page
|

Funnel analysis
Onboarding- start a collage
|

Funnel analysis
Onboarding- tutorial
|

A|B Testing
Watermark button
2X users tap on
the watermark button
|

A|B Testing
Watermark button
3X watermark revenue
|

Events
Record every action
|

Lessons
Choose events & parameters wisely!
Put focus on the main user flows
Run lots of quick experiments
Use Flurry Explorer for real-time analytics and
funnel analysis
|

Thank you!

PRESENTING
tvOS ANALYTICS

125%UTILITIES & PRODUCTIVITY
APPS YOY SESSION GROWTH

Flurry

REAL TIME INSIGHT WITH ACCESS
ANYTIME, ANYPLACE, ANYWHERE

DOWNLOAD NOW

YAHOO APP PUBLISHING

34BNATIVE 3P
IMPRESSIONS SERVED

YAHOO APP PUBLISHING

XINHUA LIU
Chief Marketing Officer | Cheetah Mobile
YAHOO APP PUBLISHING

Clean Master Security Battery Doctor

YAHOO APP PUBLISHING

PRESENTING
YAP DIRECT AD SERVING

DIRECT AD SERVING
SINGLE
PLATFORM
CONTROL &
FLEXIBILITY
PERFORMANCEDATA

AVAILABLE NOW

developer.yahoo.com

HANMING HUANG
Senior Director & Head of Platform and Exchange
APAC | Yahoo
STATE OF NATIVE

EXPLOSIVE GROWTH FOR 3P IN-APP NATIVE IN 2015
2015 GLOBAL AD REQUESTS BY QUARTER
Source: Yahoo App Publishing, January 2016
88
175
263
350
Q1 Q2 Q3 Q4
BILLLONS

MONTHLY
AD REQUESTS
200B
OF GEMINI NATIVE
DISPLAY SUPPLY
50%
APPS
35,000
YAHOO APP PUBLISHING: BY THE NUMBERS

NATIVE IS GLOBAL
3P NATIVE IN-APP REQUESTS BY REGION
Source: Yahoo App Publishing, 2015
42B
requests
in NA
192B
requests in
Europe
75B
requests
in
APAC
60B
requests
in
LATAM

NATIVE DELIVERS SUPERIOR CPMS
Source: Yahoo App Publishing, Oct 2015 - Mar 2016
Native 320x50 Banner
eCPM
+70%

TWO MAIN NATIVE AD FORMATS
PENCIL CARD

CARD CONVERSION RATES OUTPERFORM PENCIL
CONVERSION RATE BY PLACEMENT TYPE
Source: Yahoo App Publishing, January 2016
Conversion Rate
CARD PENCIL
+209%

NATIVE AD FORMAT MIX SHIFTING TOWARDS CARDS
QUARTERLY 3P REQUEST SHARE BY GEMINI NATIVE AD FORMAT
Source: Yahoo App Publishing, January 2016
45% 42%
87%
55% 58%
13%
0%
25%
50%
75%
100%
Q2 Q3 Q4
CARD PENCIL

NATIVE ADS CUT ACROSS PUBLISHER VERTICALS
3P NATIVE REQUESTS BY QUARTER BY PUBLISHER VERTICAL
Source: Yahoo App Publishing, January 2016
100%
92%
81%
48%
0%
25%
50%
75%
100%
Q1 Q2 Q3 Q4
Social Photo
Entertainment Tools
Messaging

NATIVE ADS REACH ALL DEMOGRAPHICS
Source: Yahoo App Publishing, January 2016
38%
32%
24%
3%
2%
35-44
25-34
18-24
45-54
55-64
65%
35%
MALE
FEMALE
AGE GROUP GENDER

NATIVE ADVERTISERS: THINK OUTSIDE THE BOX
Financial Services
& Insurance
Autos
CPG / Health &
Wellness
ADVERTISER VERT TOP CONVERTING PUBLISHER APP CATEGORIES
NEWSGAMESMESSAGING
WEATHER
UTILITIES
NEWS GAMES SPORTSSOCIAL MUSIC
UTILITIES NEWS
WEATHER
MESSAGINGEDU
Source: Yahoo App Publishing, January 2016

PUBLISHERS ADVERTISERS
THINK OUTSIDE O&O
THINK CARD
FIT NATIVE
THINK MOBILE
IMPLICATIONS

Developer.yahoo.com

Panel discussion
Best Practices for Building Your App Business:
Grow, Retain, Monetize

Building Sustainable Growth Models
Arun Kumar
Keynes Cheng
Tony Tsai
Jimmy Lee
Roger Lo
Head of Digital Marketing, Carousell
Co Founder, LIVEhouse.in
Marketing Manager, Perfect Corp
Director, Mobile Products & Design, Yahoo APAC
Strategy & Business Operations, Yahoo APAC

Monetization in Action
Aaron Chiou
Doris Liang
Taco Chen
Quincy Chen
Business Development, Gogolook
Executive Assistant to CEO, CHOCOLABS
Producer, Fourdesire
Head of APAC Mobile Syndication, Yahoo

Developer.yahoo.com