March 22, 2016

Top 5 Mobile Stories of the Week: 3/14–3/20

It can be challenging to keep up with the ever-evolving mobile space. With only so many hours in the week, you’re more likely to focus on your app business over keeping tabs on the industry. We’re all about saving time and sharing insights, which is why we’re bringing you this series. Get last week’s essential news, research and expert guides for mobile — in less than five minutes.

This week’s roundup zooms in on APAC with WeChat and Facebook’s rise in the region, mobile video trends, and how Japanese game developers target big spenders.

1. Tencent’s WeChat sees dramatic growth in users, mobile payments.

Tencent WeChat MAU Growth 2015

Why It Matters: Tencent just released its 2015 financial results, and the report contains key information for investors and app industry enthusiasts monitoring the company. Most surprising was WeChat’s staggering monthly active user (MAU) growth — it added 200 million MAU to its messaging app and grew its WeChat Pay payment platform’s MAU sevenfold in 2015.

The report also put a dollar amount to Tencent’s mobile gaming division: It pulled in $3.28 billion from mobile gaming in 2015, up 53% from 2014. It’s a telling sign how powerful a messaging platform can be when it comes to driving revenue, and a predictor of just how much Facebook and other platforms stand to gain as they develop their own platforms. (Source: Tech in Asia)

Read more on App Annie: Understanding the Global Messaging App User

2. Facebook’s growth in APAC shows just how important the region will become for the app industry.

Facebook 1 Hacker Way Sign

Why It Matters: 75% of Facebook’s ad revenue might come from Western markets, but user counts in APAC are hitting big numbers. As of Q4 2015, APAC accounted for one-third of Facebook’s MAU, with ad revenue growth in the region hitting 57%. Facebook’s VP of APAC echoed just how critical this region is when he said, “The potential is greater in Asia-Pacific than it is in any other region because we've got two-thirds of the world's population, and it's all mobile.”

This growth might only seem like good news for Facebook, but it’s invaluable to all app publishers trying to evaluate which regions to target. Keep an eye on where (and to what extent) massive players like Facebook are growing and use that information to guide your expansion strategies. (Source: The Motley Fool)

3. Mobile video viewing is on the rise — and APAC’s leading the way.

Mobile Video Viewing Rise APAC

Why It Matters: Last September, we noticed that mobile video streaming was on the rise, and new research is showing that trend is continuing. Mobile phones and tablets account for 46% of all digital video viewing, and when Ooyala dug into what drove this growth, it saw APAC markets are consuming the most. As mobile penetration in APAC rises, so will video consumption. See the full report for even more findings. (Source: The Drum, Ooyala)

Read more on App Annie: The Global Trend of Mobile Video Streaming

4. As mobile video consumption continues to explode, you should review these seven best-practice tips.

Mobile Video Ad Best Practice Tips

Why It Matters: You might have perfectly optimized app icons and banner ads, but how good are your video ads? With mobile video streaming becoming so prominent, it’s time to review some best practices. This article lays out seven tips for anyone releasing mobile video ads in 2016, covering orientation and aspect ratios, ad duration and more. Click the headline above to see the full list. (Source: Mobile Marketer)

5. How Japanese mobile game publishers go after whales with “gacha.”

Japan Gacha Variations

Why It Matters: When it comes to monetizing players, Japanese game publishers have some of the most clever tactics in the industry. For proof, look no further than January 2016’s App Annie Index, where Japanese mobile games ranked three times among the world’s top-grossing apps.

How do Japan’s publishers entice gamers to pay? And how are they luring whales (big spenders)? One technique is “gacha” — and Dr. Serkan Toto outlines five of the most common gacha variations. Maybe there’s something you can adapt to your own games? (Source: SerkanToto.com)

Want More? App Annie Has It

Come back next week for more of the mobile industry’s top stories.

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