Total mobile application downloads for both smartphones and feature phones in China will reach 5.5 billion next year. “As the app market in the West gets crowded, content providers and developers are eyeing new markets, such as China, which has the world’s largest subscriber base,” says practice director Dan Shey.
Expansion of China’s 3G subscriptions, which are expected to jump from 102 million in 2011 to 540 million in 2016, are driving app download growth. “Feature phones are an important market for app developers, maintaining a large share of the app store user base over the next few years,” says research analyst Fei-Feng Seet. “Regardless of device type, successful apps in the Chinese market are those with a local look and feel and incorporate local content.”
Examples are game apps like PopCap’s “Plants vs. Zombies” and Electronic Arts’ “Need for Speed,” which has instructions in Chinese so users could easily understand the game. Halfbrick Studios launched a tailored version of “Fruit Ninja for China” that includes peaches as a new fruit and has a background image with the 12 Chinese zodiac animals. The localized app was updated five times ahead of the main English app, which was pirated.
App localization can also mean working with local partners such as Renren and Weibo, two Chinese social networking sites. Today, more than 90% of apps offered by China-based app stores are in Chinese and include local content.
“Pricing and payment options are critical to success in the Chinese app market,” adds vice president Jake Saunders. “Chinese consumers are very price sensitive and less willing to pay the same fees as US consumers for the same content.” To help alleviate such issues, local app stores Mobile Market, WoStore, and eStore allow developers to price apps much lower than other stores, such as Apple. They also offer mobile carrier billing or support for local online payment accounts.
ABI Research’s study, “Chinese Mobile Application Market,” provides an overview of the mobile applications ecosystem in China. It also identifies consumers’ preference, drivers, and challenges of app development in China, as well as trends and opportunities in the industry.
It is a component of both the Asia Intelligence and Mobile Applications research services.
ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies. From offices in North America, Europe and Asia, ABI Research’s worldwide team of experts advises thousands of decision makers through 40+ research and advisory services. Est. 1990. For more information visit www.abiresearch.com, or call +1.516.624.2500.
About ABI Research
ABI Research is a global technology intelligence firm delivering actionable research and strategic guidance to technology leaders, innovators, and decision makers around the world. Our research focuses on the transformative technologies that are dramatically reshaping industries, economies, and workforces today.
ABI Research提供开创性的研究和战略指导，帮助客户了解日新月异的技术。 自1990年以来，我们已与全球数百个领先的技术品牌，尖端公司，具有远见的政府机构以及创新的贸易团体建立了合作关系。 我们帮助客户创造真实的业务成果。
For more information about ABI Research’s services, contact us at +1.516.624.2500 in the Americas, +44.203.326.0140 in Europe, +65.6592.0290 in Asia-Pacific or visit www.abiresearch.com.
Asia: +65 6950.5670