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Flexion CEO称新兴市场用户付费转换率很可观

发布时间:2011-05-24 22:18:59 Tags:,,,

游戏邦注:本文作者Jon Jordan,文章主要阐述手机游戏技术包装服务工具Flexion所取得的显著成就。

我们可以通过很多方式打造一个手机内容发行公司。

如果你想要快速获得成效,像GetJar或Appia之类的免费应用商店能够带来数百万每日下载量。

相反,关注盈利而非仅赚印象分的公司更难创建,但却更具有长期价值。

这正是英国应用服务公司Flexion(游戏邦注:其为瑞典公司Accumulate旗下一员)所选择的道路。

Flexion市场

过去几年,该公司同很多伙伴签约(主要是设备制造商和游戏发行商),Flexion通过使用包装技术推广手机设备内容。他们的客户包括索尼爱立信、阿尔卡特、诺基亚和EA。

Flexion目前的多数业务重要分布在欧洲,但如今智能手机开始向全球范围普及,特别是Android设备,这为公司带来新的发展机遇。

Flexion首席执行官Jens Lauritzson谈及公司发展蓝图时表示,“我们覆盖64个市场,其中包括印度、泰国、越南、巴西和墨西哥。”

Jens Lauritzson from mobile-ent.com

Jens Lauritzson from mobile-ent.com

的确,Flexion目前用户达2500万,且用户数量以每月新增350万的速度持续发展。

Flexion服务

然而如今比用户更重要的是如何促使他们为开发商创收;这是Lauritzson十分注重的方面,Flexion已经宣布携手Indiagames在印度推出运营商计费系统。

Lauritzson表示,“在印度、巴西等众多市场中,诸如短信付费的支付方式行不通,因为你只能从中获得少量分成。你得寻求当地合作伙伴推出运营商计费服务。”

他接着谈到,通过结合Flexion其他优势,围绕嵌入内容的额外服务(游戏邦注:其中包括DRM、动态门面和灵活付费方式)恰好迎合了Android内容市场的需求。

他表示,“App store在推广免费内容方面效果显著,但我们提供付费渠道、限制盗版的同时,也提供更多搜索选项和交叉推广途径,这正是运营商和发行商所需要的。”

瞄准Android内容市场

许多新兴市场的反响都很好。

Lauritzson表示,“我们不仅通过Flexion服务让开发商在内容推广和下载量上取得显著成就,而且还帮助他们实现了可观的用户付费转化率。”

Accumulate Flexion from mobile-ent.com

Accumulate Flexion from mobile-ent.com

这也许是因为这些市场缺乏本土内容。尼日利亚(游戏邦注:当地市场以Java内容为主)和印度尼西亚用户付费转换率已经突破20%。

Java内容依旧在拉美市场占据重要地位,但Android内容才是Flexion未来的关注焦点。

Lauritzson 表示,“我最初很担心Android内容的转换情况,但现在看来,其表现十分令人满意。”

“手机数量增长十分迅速,涌现很多很棒的设备,特别是三星Galaxy S,其用户数量不断增加。”(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

Flexion’s Jens Lauritzson says it’s seeing fantastic conversion rates in some emerging economies

by Jon Jordan

There are plenty of ways to build a mobile content distribution business.

If you want to do it fast, free app stores such as GetJar or Appia generate millions of daily downloads.

Conversely, a content distribution business that generates revenue, not just mindshare, is much harder to create, but ultimately a much more valuable proposition.

And that’s the road taken by UK outfit Flexion, which is part of Swedish group Accumulate.

Look for growth

Over the past years, it’s been signing up partners, mainly OEMs and game publishers, who use its wrapper technology to enable the upsell of content that’s embedded on handsets. Customers include Sony Ericsson, Alcatel, Nokia and EA.

To-date, most of Flexion’s business has occurred in Europe, but the global expansion of smartphones, especially Android, has opened up new opportunities.

“We’re live in 64 markets, including India, Thailand, Vietnam, Brazil and Mexico,” explains CEO Jens Lauritzson, of the company’s widening horizons.

Indeed, it claims a current total of 25 million users, a number that’s rising at a rate of 3.5 million per month.

Digging deep

More important than users however is the ability to monetise them; something Lauritzson emphases following the announcement Flexion has integrated with Indiagames to offer operator billing in India.

“In many of these markets, such as India and Brazil, billing options such as premium SMS don’t work as you get a very low split of the revenue,” Lauritzson explains. “You have to work with local partners to offer operator billing.”

He goes onto argue that when combined with Flexion’s other strengths, the additional services that are wrapped around its embedded content – including DRM, a dynamic storefront and flexible payment options – the solution is exactly what’s needed for Android content.

“App stores are great for the distribution of free content, but we enable billing, limit piracy, as well as offering more discovery options and cross promotions, and that’s what operators and publishers really need,” he says.

Riding the Android rocket

And the early signs in many emerging markets are positive.

“Not only are we seeing good volumes in terms of content distribution and downloads through Flexion, but the conversion rates for paid content are great too,” Lauritzson says.

This is particularly the case in markets that lack local content. Rates in Nigeria (for Java content) and Indonesia can be over 20 percent in terms of conversion from free trial to paid games.

Java content remains important in Latin America, but more generally, Android remains the key future focus for Flexion.

“We were initially concerned about how well Android content would convert, but what we’ve been seeing is fantastic,” Lauritzson enthuses.

“Handset volumes are increasing rapidly, and there are a lot of great devices, especially Samsung’s Galaxy S, which are driving usage.” (Source:pocketgamer


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