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7 Tips for Scaling Mobile Users in China: What We Can Learn From Uber

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7 Tips for Scaling Mobile Users in China What can we learn from Uber Edith Yeung (@edithyeung)  


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Edith Yeung is a Partner at 500 Startups’ Mobile Collective, focusing on investing in mobile apps and consumer internet startups. Before 500, Edith was the VP of marketing & business development for Dolphin Browser. Dolphin Browser is a Sequoia-backed mobile browser with over 150 million installs worldwide. She also founded RightVentures seed stage investment firm focusing on mobile and consumer internet companies. Prior, she led many operation roles at Oracle, Siebel, AT&T, Symantec, Telstra, Cisco, Autodesk, etc.


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China by the number •  •  •  •  •  •  •  •  Over 1.37 billion in population Over 1.27 billion mobile phone subscribers 691 million smartphone subscribers 260 million people live in just 15 Chinese cities 549 million Wechat monthly active users 21 unicorn companies since 2011 Over 200 app stores in China Apple sold over 13 million units of iPhone in China only over a weekend in September 2015 Source:  Unicorn  list  -­‐  h1ps://www.cbinsights.com/research-­‐unicorn-­‐companies  


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China is tough •  •  •  •  •  Regulatory barriers. Google vs. Baidu. Device fragmentation. It’s an Android world. Fraud. Fake users, fake installs and fake rides. Language barriers. No English. Great firewall. No Google, Facebook or Twitter.


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Who loves China?


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Scaling Mobile Users in China


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Act like an Unicorn


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7 Tips for Scaling Mobile Users in China 1.  2.  3.  4.  5.  6.  7.  Chinese Naming 101 Optimize 3rd Party App Stores Offline marketing works. QR code is popular! Online marketing works Ad network + mega apps Socialize Chinese style Hyper local communications Hyper local product offerings


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Chinese Naming 101 优步     Elegant Ride 领英     Best Talent 51   I want Jobs


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Optimize for 3rd Party App Stores 1.  2.  3.  4.  5.  6.  7.  8.  Uber on Chinese app store with keywords including all cities available 360 Mobile Assistant 360 手机助手 91 Assistant 91 助手 Xiaomi  MIUI  App  Store Wandoujia 豌豆 Anzhi 安智官网 Huawei  App  Store   Himarket 安卓市场 vivo手机助手  


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Offline Marketing Works •  •  •  •  •  QR code is extremely popular Street campaigns Coupon codes Fliers Booth babes Uber driver QR code ad


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Booth helpers in China I took these photos at GMIC Beijing 2014


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Mobile Marketing – Fake or not! 腾讯广点通  -­‐  Tencent     百度移动网盟  Baidu  Union     新浪粉丝通  –  Sina  Fan  Network       多盟-­‐  Domob     有米  –  Youmi     力美  –  Limei     Fake installs generation process ☺ Source:  Photo  -­‐  h1p://www.cultofmac.com/311171/crazy-­‐iphone-­‐rig-­‐shows-­‐chinese-­‐workers-­‐manipulate-­‐app-­‐store-­‐rankings/  


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Mobile Marketing - Partner with Mega Apps 1.  2.  3.  4.  5.  Baidu Maps integrated with Uber News apps (今日头条) Messaging apps (WeChat) Dating apps (陌陌, or Momo) Weather apps Map apps


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Socialize Chinese Style Uber official accounts on Wechat


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Socialize Chinese Style 1.  2.  3.  4.  5.  Wechat Sina Weibo Renren Kaixin Tencent’s Weibo


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Hyper local communication Uber driver ad in Beijing Uber QR code in Xian Uber price list in Xiamen


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Hyper local communication Uber driver app instruction print out


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Hyper Local offering – Give what the people want Uber People Launch event


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7 Tips for Scaling Mobile Users in China 1.  2.  3.  4.  5.  6.  7.  Chinese Naming 101 Optimize 3rd Party App Stores Offline marketing works. QR code is popular! Online marketing works Ad network + mega apps Socialize Chinese style Hyper local communications Hyper local product offerings


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You can have your mooncake and eat it too.


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You can find my presentation at: •  •  •  •  Deck http://www.edith.co/#blog Email edith@500.co Twitter @edithyeung Newsletter http://www.edith.co/#newsletter


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