Third-party publishing – Why and how

[Music] hello everybody how are you nice to see you all here on this lovely not quite as sunny day as it was yesterday when I arrived to London but nonetheless it's good London weather so I'm here to talk about the rise of third-party app stores interestingly enough you know that these days it's not just when it comes to mobile phones it's not just Apple and Google that have the lion's share of end-users attention there's a lot more out there so I'm going to get into the little bit of that on this presentation today we've got about 50 M oh I'll whiz through it as as I do and hopefully there's some time at the end for some questions if you have any so we'll just go on to the next one next

slide hi I'm I'm Anderson and I've been working in mobile content for over 14 years now originally I started off making video clips that you could subscribe to via a WAP website and you could receive shots of beautiful people doing different things on a weekly basis until you unsubscribed it was a great business model work very well things all changed after a little bit of time though when smartphones came in and I I started working back in 2008 Ericsson and I've been working with mobile game content very specifically since 2008 and I just joined Huawei last year in August just before games come and have been working with Huawei now to try and onboard people while way app gallery I've worked all over the world and have got you know big connections in in-game and content industries and if I haven't

met you before I'd love to meet you and hear about what kind of content you're making and how we could potentially work together in the future next so why mobile well as you just saw from the app a nice peach just a second ago the growth in the games industry is all coming from mobile since I started back in Tait mobile games were an afterthought you could say it wasn't the kind of place that you would go to get game content if you were a mid core a hard or player over the past ten years or more that's changed and streets developed to the point now where as you can see in 2018 mobile was worth seventy billion dollars which is more than both PC and console combined this is the kind of hockey stick growth that you don't really see and unless you're a venture capitalist and you're looking for something to invest in but this is why

mobile is the place to be if you are a game developer and you have a great idea just test it out on mobile you can find yourself so you can see if the mechanic works very well and you have a very good chance to monetize - because my mobile is the platform for monetization judging by the revenues that are coming in so I'd like to talk to anybody who has mobile games obviously so please come and see me after the next slide so a little bit big isn't it but anyway you can see the top layers is third-party app stores just trying to show a few of the bigger ones that are out there today app two-wide is has been doing very well they stir leus third-party app stores out there they have a very big selection of content these days and certainly worth considering if you are looking for third-party app stores to address your content to Amazon apps wow what what success the Amazon Prime was a great business model for them and they've had really good growth and they continue to do so backed obviously by the huge funds

that they have at Amazon they're able to you know really push the boundaries of the features and the offers that they can have to their end users you may have heard at the end of last year epic the publisher of fortnight have decided to have their own store this is very much in competition with with steam and valve but also the the killer announcement for at they're going to have a mobile store as well so this certainly one to watch but if you think of this is one of the biggest game companies in the world if their thoughts are along the lines of let's have our own app store there's got to be something in it rather putty distribution has got to be a way forward and why if your epic why would you be giving percent of your revenues to Google Play or Google when you don't really need to you can have set up the infrastructure and you can control the revenue share to your partner's control how much the pricing is for your end users it gives you a lot of flexibility and then obviously Samsung Galaxy Apps has been

around for quite some time too they've done a good job onboarding a lot of app developers too one of the issues that Samsung faces and my way as well is that on the devices where there's a competing store the best Android store available which is Google Play but you know we have ways and methods to try and make the value available from our stores more attractive choices to increase engagement and that kind of stuff on to the next slide please so about this is about Huawei and where we are at the moment as a company we're growing fantastically we're one of the largest in the world we're doing not only consumer products but we're doing enterprise products for large telecommunications providers in in every market and we're seeing the growth continue are on a pressing level if we can describe to the next slide one advanced one Thanks so this is the increasing global

business growth of Huawei I'm sorry it's not scaling so well but you probably get the idea this is 427 tons so this is the smartphone shipments graph 2017 we did 153 million devices globally last year we just hit 200 million devices shipped in 2018 so we have a talk Apple as being the the second largest device manufacturer by volume in 2018 which was a very proud moment for the all of hawawa but that growth continues and it's continuing in markets especially in Europe one of the areas we see the most growth and we like that a lot because Europe's are very developed and mature market with a lot of very good spending profiled end users so we're concentrating a lot of our efforts on to the European market not just into marketing of our devices to end-users but also with partner game developers especially from my perspective app developers two service

providers that we can actually expose to a European audience directly from the why aware device slide this is the kind of the graph showing exactly where we're at in terms of usership we're in over 170 countries worldwide for the mobile services we provide and while way we currently hitting about 68 million uses outside of China which is very encouraging and that's that's growing a lot we we have payment integrated in in many many countries in Europe this year we're rolling out direct carrier billing we should be in all 49 European market carrier billing by the end of the year which is another nice way of you know reducing the friction for end-users to actually monetize in your games at the moment we're in 19 markets for DCB here in Europe in terms of the ways up we have a Spiegel is a subsidiary company of Huawei were they're based in Dublin

and they own the mobile services that we provide to people in Europe so in terms of business structure it's a legal entity based in Dublin and European Italy so we pay taxes in Europe and and we you know we're a good corporate neighbor let's put it that way so yeah you see also we have offices in Dubai Mexico City Shenzhen is the headquarters of Huawei Singapore is the APAC head and then it's not shown on this map here but Helsinki is another big hub for us here in Europe when it comes to the cloud services that we provide next so here's a bit of an overview of the different services that we have if you look over there that we started off with quite sort of standard things like music themes is something that's very popular amongst our end users the ability to personalize your phone and change the look and feel of it then we're moving the the course of this year adding more services as well and then in the middle of that is the the

core SDK that we provide to our partners which is to cover things like billing so payment integration is a key one for you all to get paid so who are wait Aidid so like much like a Google ID you have your way ID so that your unique identifier for you as an end user next so this is the rollout of services we started in 2017 with themes Suzy niz like a lock screen that's dynamic you can ship different content to the lock screen so you could basically use that like a billboard and it has been quite an effective way to get messages across for certain companies so when you unscrew to turn the phone on you see essentially a bit of maybe tourism island is one of the companies that we've done done very well with just showing off some content from a particular partner then in 2018 we Lauri in outside of China that was a you know good success started in about May June

last year and we're slowly building the the offering to our end users and our partners as well also launched last year was video so huawei has a service video on demand directly on our devices too that's currently only available in two markets here in Europe but that will spread across the whole of the European continent and then also music and pay launching have launched but more robustly let's say within the course of this year and new items that are coming to browser will be an interesting one assistant similar to the Google assistant reader is obviously a something to read books with to interestingly enough the just about the browser you may have heard the court case from the EU last year against Google for the antitrust where they were eventually fined was was a 4.3 billion use the ruling from the European High Court saying that Google had acted in a

anti-competitive way by making device manufacturers pre-installed Google search and Google Chrome as part of the overall package so the ruling was that Google could no longer continue with this practice and since then Google have come out and said actually for any Oh am making Android devices in Europe or the AEA actually they could now pay for tea no license fee per device in order to have search bar chrome and Google also through in Google Play as part of this licensing deal so nowadays we're who always in a bit of a situation where we're over our options maybe there might be a point in the future when there's devices made by Huawei with no Google services at all and only while ways of hawala web-based services so that's another reason for developer partners out there to think about addressing third-party apps to laws Android is open source people can make devices using Android is the core and you won't

necessarily have an opportunity to sell your content to them via Google Play so you need to think about other opportunities for yourselves Nick so this is just a bit of a deeper look into themes themes has been one of our most successful content services that we provide to date from the last slider you saw it started in 2017 so it's had a bit more time to kind of get momentum we're now at the point where we've partnered up with a lot of the most famous museums around Europe and we've got some amazing themed content there from some very classical artists like Leonardo da Vinci van Gogh as you can see a bunch of a lot plus also more contemporary stuff too is coming out with themes we find that themes is one of those content items that monetizes really well people are not that bothered about paying a dollar or a euro let's say for a really nice theme and personalize and you know not just the wall screen or the wallpaper screen or the lock screen but also down to the

very icon that you have on your device too so this is something that's worth considering and it's something that we talk about with our partners too who have maybe a broader range of IP where they could have some value provided not just by having their game on our services but also having a sundry content supporting content if you like so if you had a very strong IP let's say Mickey Mouse for a better example you could have a Mickey Mouse game presented it through our store but then also you could monetize your IP rights by having themes premium themes that P could install and you know be able to engage with on a daily basis with your content so themes if you have a really good skilled studio with great artists that's certainly something that you should consider and talk to me about to next so a little bit more in-depth on app gallery itself so the global cumulative downloads to date is 200 billion that's including China 210

million global monthly active users 450 plus thousand developers I don't think that's correct but we do have thousands of developer partners and 138 countries so that's a bit of a look at the actual the landing page of of app gallery and because of the fact that we have such a big audience address them with special offers and that's something that we talk to our partners about on a regular basis what can you give us it's a bit different that would actually make it worth our while to promote you in the top spots and and drive installs for your for your tune next slide so these are some of the major parts of app gallery some of the promotional points that you can you know leverage and get your message across we have a splash screen so when you actually open the app to for the first time that day you'll get a full screen take over with you

know a great offer of whatever it is your your content item might be and user can click on that and get taken directly to the install page and where they would just obviously do the normal installation the top banner is the the most popular one and that's drives a hell of a lot of installs then we have smaller medium banners as well and then obviously we have a search functionality to these we have a big team in China that's building this product over 400 people of developers and engineers that are actually you know crunching and making improvements all the time so this is getting all these different features are getting better and better so for example searches apparently increased 10 10 times more accurate now in the six months that I've been working with well way so I'm very positive about the future and the different developments that will have giving more options for developer partners to address and you know grab an audience from huawei next next one please advance are there we go so the

huawei besides the app gallery store the channel that we have to you know like we also have other ways to get a user from a huawei device so we have the out of box experience so basically a brand new user and this is a great way to address the huawei audience because we are saw with the device volumes we're getting a lot of people who have been previously Samsung or Sony users moving over to a while way because of the value proposition of the devices themselves the build quality is very high too so that's why we're seeing a big growers so being in the the very first thing that the consumer sees were as soon as they start their phone up is a very valuable place to be and that's something that we could talk about too if you're interested to be presented to our users at that very early stage out of the box and we also have something called the top app folder so on all of our devices

both Huawei and honor there's a like an app advisor and an end user could open that app and they could see you know promotions apps that we have partnerships with we're doing stuff with booking demand a number of other big providers to where you could actually you know put your content in their face and convert into a paid user so there are two other options besides the traditional store method that you can actually address though well next so booking.com I mentioned before so a little bit of a case study booking comm because they're a travel industry application they have a lot of great content you know there's to take travel photos there's some really talented photographers out there that licensing their content to booking booking owns all this stuff and they provide it to us we made a bunch of different themes for booking we had them in the out of box experience Visor we promoted them in App gallery and you know we even had

cards and bundles where people could actually get more value and more exposure for booking too so it was a very successful partnership that we did with booking so it's these sort of things that we're open to I guess with content providers - Nick Nick please oh yeah keep going it's the it's one of those slow builders there we go so another example of the full ecosystem of how we can help you and your quanta get exposed to our users screen magazine I mentioned before this is the lock screen which is dynamic and it's changing on a every time you unlock the phone you get a new image there it's a great way to show your product or your service or your content it is the next sort of iteration along from that so you

can use your great artwork that you have turn that into a monetizable theme deep link that from the theme store across to the App Store app gallery where they could install your your content and then of course if you have any video content that like could be gameplay sessions maybe even like trailers that kind of stuff - we're interested to promote that stuff within our video service music doesn't really relations quite so much but if you have music we would be happy to talk to you about promoting your music in our music service then obviously app gallery is the content place and then activation is the last part of that whole lifecycle so if you come on board and become our partner there's opportunity be at Waialae events we're releasing so many phones per year.we we generally have two major announcements of like flagship devices those sorts of things we're always looking for content partners to be either on stage with us or administration booths that we have at all these events where there's content

on life owns showing off to end-users the the power of the phone and the how good your content looks on our graphical chipset and keyring chips to I think we're onto that we can go to the next one so yeah this is some of the partners that we're working with today we'd like many more obviously and if your name's not on that list come and talk to myself or my colleague Toby at the front here during the next couple of days and we'd be happy to talk days that you could address huawei next so some of the open capabilities that we have available so we have a lot of SDKs out there that you can easily access to by joining up to the Vela / alliance so we have the app gallery SDK we have Hardware staff we've got the AR engine virtual reality as well another interesting one is the hawawa artificial intelligence hi AI so yeah there's different tools available for developers to play around with and potentially find

some interesting use case and if that's something that you do we'd be interested to hear that as well because we're always looking for new ways to talk about the features that we provide in our devices next so join us it's very easy to become a developer hawawa developer Alliance member you just need to register login we there's a small verification step if you're already publishing on the App Store for Apple you'll have something called a Duns number D UN s number so you would need that to verify as part of the Hawaiian once that's all submitted we review that and generally you're within 24 hours 48 hours depending on what day of the week it is if it's a Friday might take till Monday next this is what it looks like so developer Wacom but you just find that website and then a very easy process from there next that's the what

it looks like to actually sign up if you're from Ukraine if you're not from Ukraine we're not interested I'm kidding of course we're interested and next so I please yep so then once you've signed up you can add new products you need to fill out all the information in the backend like which markets you want to publish it into that kind of stuff set the price and then the app gets reviewed we do QA on all relations that we have on our store to make sure that they're you know not malware that they're working very well on our devices is - and then you publish the apps out there and it's available for end-users to purchase or install for free and with discussion with oceans team we can you know arrange for hire promotional spots within our store - and I think that's the last slide Hawaiian mobile services calm is the the overarching website where you can get a lot of information about the dishes we provide plus you can also if you don't

have a huawei device on this website you can actually install app gallery so you could download the app gallery APK and test it out for yourself have a little look-see what you think of it but interested in any feedback that you have clearly but that's available as a download from here if you go from your own device so make sure you check unknown sources so that you can actually install it last slide I think next one yeah big bit of news if you're a game developer and you develop in unity during the course of this year with it before q2 we expect the hawawa sdk as a unity plug-in to be available of UDP so it's literally as your unity developer it's one click and then you can address the huawei App Store by having the billing and the ID integrated into your unity project so that's going to make life very easy for you developers moving forward there'll be some bigger announcements in

partnership with unity as the the year progresses but this is stuff that I can tell you as of right now and the next one thank you and that's that's my [Applause] useful for Ukrainian we left opus one quick question very got quick question for a while we wonder where are you where do you rank in terms the biggest handset manufacturer we're number two no but the second our first yeah if you don't have a question that right now we're a little bit shy amongst all these people good we actually have a table just I'll take your question for sure but we have a table just in that room there on the far wall so please come and visit us you got a big booming voice we understand at 70/30 split but depending on your game and you know we can talk if there's if you have a very good monetizing game and of great value would be interested to negotiate terms

you can negotiate so the second biggest one set manufacture the world's miscue thanks very much guys thank you thank you [Music]