International engagement from local level engagement

[Music] so just hi my name is Fernando Vasco núñez I've been working on Samsung for a year and in prior to that it's work a review and prior to that I should be investor and in any games and then different in startups in Singapore and also in Latin America and I'm gonna talk about actually the other way around like for us HQ actually is pretty much dictates everything and I'm the local market which is based in the u.s. so I'm between you know United States and then Korea all the time so just to set up actually something that I'm not gonna talk about with the galaxy app store I'm gonna talk more about the Samsung phones you know it's not working the clicker okay all right so let's jump this one let's talk about this the 700 million actually uh Galaxy devices around the

globe and other Samsung we have access to all the data and everything that happened on the devices right and because of things actually there have been doing recently we're able actually to target understand what everything is happening on that device same thing into your fridge your TV your washing machine and very soon your speaker but let's talk a little bit about more what are we doing actually devices when we start looking at devices right now is that we I can activate actually from different countries right and also targets to the different pattern behaviors and provide actually the best services to different mobile gaming companies so when we identified actually uh a game right or a mobile game or a publisher even if it's a small or big we have key events one of them is the launch actually of our s devices right us here is an n series that happen usually in the Mobile World Congress and the other one happens in New York or unpack event that's a clear example actually where we get a game that was located in Korea right black desert and we announced that actually in

a global stage and provide World Congress so this is one of the first examples of how we take something actually that is from Korean market Korean game and we brought it over actually to be this market having a lot of uplift actually on Google Play and also on the Apple Store so when you look at over our devices we're not we're not looking activating only on our galaxy App Store right reactivating everything across from a browser from push notifications from Samsung pay like basically the same thing as Apple pay but Samsung devices and also to Bixby home which is your minus 1 screen this is an example actually how we can push actually you know do push notifications actually straight download without having to go to the friction from one advertiser from one location to the Google Play Store and to download but this is another important thing actually when you when you think about it we have 20,000 stores

where we do POS activations right 4,000 of those stores are ours and we have 16 thousands with your shopping shop so if you're in the US and you go to a Best Buy or you go actually for example to your mobile operator you have that section over there we have the Samsung phones that's something that we control right that's not a shopping shop and with enough time we can activate on that and we have our 4,000 stores in 2000 of those located in Korea where we can make major activations that in the sense actually it adapts from market to market the execution of that takes up between 8 to 12 months actually this is a keeper examples that started in the past and we're not really properly coordinated right between device marketing in-store event marking the strategic game partnerships this is an examples actually that mobile operators now in Myanmar right now found out actually a game the deactivation and executed the same thing actually with our gaming in

Hong Kong and then syncing with game inside actually with the Dex platform having a reach actually when we announcing a product having a reach on from a global scale but in this case is actually there are things and ideas that is started from a regional and local level what we figured it out in Samsung is to have those best practice right package in this day's making sure that it gets a global level with enough time we can add this to everything to all the games but we can do this depending on the size of your game we can do some things and on the local and also from a global scale investing actually our what we call a CDF CDM consumer device marketing and a clear example is what we've recently done before tonight we can just go go fortnight Samsung and you're gonna see all the examples this is an example actually of game launcher so there's actually we target depending on the country actually he will look at over the data what are you playing

what are you engaging and then he's gonna give you suggestions on different games giving an extremely high uplift even to Google Play another thing is interesting everybody one meets me hey I mean let's do pre loads and all that stuff that's not gonna happen preload stakes between one to a year and a half is a long cycle actually and in this mobile operator bison's even from a regional level or local level Vodafone and AT&T and all that you know VEVO they all have the same because they're the ones actually they're buying actually and subsidizing the device so it's very difficult for you to do that unless there is enough time enough effort right enough patience from all sides to make it short actually there's get executed but one of the things that we could do in the US for example that we start doing a local level is virtual tools on tablets right because those are not subsidized them on a bar operator for doing our shopping shops you can buy your tablet and and we can actually do

virtual preloads with stubs and then we can target and do all interesting stuff right now but that's not the best thing that we can provide we can provide dedicate tech support you have a good game you have something doesn't matter what you are we'll send it over engineers will make a short actually there you're gonna have the right support and we actually will invest to make a short not necessarily on your game but making sure that your game is gonna be best water for our devices it doesn't matter if it's gonna be on Google Play or this is gonna be on us but we prefer to be on us so because we want to make money actually in content services so everybody asked me like what is the biggest difference right I mean you guys want to make money on content service there is Google what is it a truly competitive advantage right especially in the US this we got twenty eight million TVs actually and if you have a samsung TV in the US but nobody watching you know how many people are you watching you know what movies you watch what game

did you play on your xbox what games you play in your switch what games you play your PlayStation and if you're obsessed actually with Walking Dead or Game of Thrones or whatever your streaming desire is and how those numbers look like right now they look like this so what is gonna happen more and more actually our Samsung is that everything is gonna get more and more interconnected right and we're gonna be able to truly target and to truly understand from a local level how properly activate your user your behavior and eventually how much money you're going to spend and watch out this December we're gonna have something that is called Bixby voice it's our copycat of Alexa but the difference is that Alexa you need to sell and we already have thirty four million TVs available in the US so that's about it guys short and sweet thank you very much any

questions any questions for Fernando apologies for introducing you wrongly there but that was very interesting that's all I have a question you de spoke a lot about TVs there and I I we started by talking about Galaxy phones but TVs is what are they also a platform for as well as obviously you have the data which inhabit our Smart TVs also platform for games games that can be available on Android yes but they don't make money all right now right so and then they're not gonna make money anytime soon fried I mean I think so the TVs they make money if you play video games if you play mobile games I mean would dad increase actually my LTV on the short term know what that increase actually the experience that are gonna have yes but then you need to think about it in your game is how much money you're gonna allocate on your live ops on your development actually and so like and I'm playing whatever game fortnight and then I arrived at at home and automatically

you'll dedicate it will detect on the TV and I can start playing the TV that's a lot of support right mmm and will the true user actually would he like to continue playing on his device and then watch it on TV maybe somebody's visiting but what happened if you have your video game over there right most likely you're gonna put yourself on down and they're gonna play in on your your video game so but then the interesting thing is that this business is actually on TVs in the US and also it's gonna scale globally we make massive amount of money on advertising right because we know exactly what you watch and then and we make most our money with brands and and movie theaters and and with video games actually um basically you see like the next Assassin's Creed and X lab because you know exactly what are you watching and how to target and that's one of the the beauties on the TV what are we working actually is there once you watch the advertising you pick it up your phone and then if you're already off then suddenly you can receive a push notification or something to your

suggestion so don't know the particular game being seamless without having to move you actually to the Google Play to are able to download that game right away bull games make money on TV yes they will will they make money right now no is that the future yes it's the same thing on the voice platform would voice games make money I truly believe they'll make a lot of lots of money actually would they make money on the next quarter on the next year no no not not on the amount like for example that the way that you need to spend on marketing user acquisition the ROI necessarily it's not gonna be over there on the short term but if you wanna bet actually in a year year and a half for now yes my suggestions of everybody actually there's looking into a multi connectivity between TV and mobile is to look at in progressive web apps PWA I think so that is definitely is gonna be the future especially for for casual games and even for a little bit more developed game so I think so that's that's gonna be quite massive action

for for an ecosystem and development of you [Music]