Recently, "Walking the Waves and Diving into the Sea · 2023 Rongyun Social Pan-Entertainment Empowerment Conference" was held in Shanghai and Guangzhou. Move to [Rongyun Global Internet Communication Cloud], and reply to [Go to Sea] to get the PPT.
As a more professional seagoing service provider, Rongyun cooperates with a number of seagoing service companies to share insights into the characteristics of popular seagoing areas, gameplay solutions, technical service experience, and seagoing case analysis to help seagoing companies grasp growth dividends in an all-round way. Achieve business growth.
In the keynote speeches, Wu Xulan, commercial director of Aptoide, Feng Si, an industry expert of Rongyun Going Overseas, and Hao Yijun, director of ecological cooperation of Sumei Technology, respectively conducted in- depth sharing on user growth, scenario gameplay , and security compliance .
How to tap overseas application market traffic
Wu Xulan, Commercial Director of Aptoide (second from right)
According to the "2023 Game App Marketing Status Report", from 2021 to 2022, the CPI (cost per activation) of iOS will increase by 88%. This means that the cost of acquiring customers for the App has almost doubled. With the gradual upgrade of overseas privacy policies, the cost of global customer acquisition will rise sharply.
How to better acquire users and mine traffic has become the top priority of application survival.
At present, there are three conventional channels for acquiring customers for apps going overseas: traffic media, video advertisements , and third-party app stores .
Media platforms represented by Google and Meta are the best channels for new products to acquire customers in the early stage. However, for applications that have been online for two or three years or even longer, the cost of traffic will become higher and higher in the bidding mode.
Video advertising is a rapidly growing customer acquisition channel recently, but there is room for improvement in user quality.
In addition, there are many three-party app stores with their own characteristics in overseas markets , which are also creating new market opportunities for apps going overseas.
Every country and region will have some local app stores, which are mainly divided into three categories:
Huawei, OPPO, vivo, Xiaomi, Samsung, Q Mobile, Cherry Mobile and other mobile application stores ; third-party Android stores similar to domestic TapTap and App Store ; overseas, the pre-installation mode of telecom operators is still an emerging traffic channel. At present, it is relatively mature in Europe and the United States and has become commercialized.
This huge three-party app store channel is also a huge traffic depression that developers who go overseas cannot ignore.
Real-time interaction and advanced social pan-entertainment new engine for going overseas
Feng Si, industry expert of Rongyun Going Overseas
China's Internet going overseas has gone through 15 years since the wave of tools going overseas in 2008. In this process, overseas companies have completed all-round upgrades from emerging markets to high-end markets, from imitation, following to leading, and from tools to entertainment and content overseas.
The current social pan-entertainment going overseas, which is in full swing, is also one of the main tracks for Chinese developers going overseas, including 1V1 audio and video, audio social, short video, live broadcast, game social, metaverse social and other sub-categories.
Facing a brand-new competitive environment that is completely different from the domestic unified market, overseas developers need to summon one or more powerful helpers to reconstruct product design, user operation, promotion and marketing and other elements.
This includes cloud servers, cloud storage, cloud databases, cloud security, and CDN services required for live broadcasting at the IaaS layer; dual-core communication capabilities IM and RTC at the PaaS layer , and peripheral functions such as translation, beauty, review, music library, and avatar ; The ecological aspect also involves services such as purchase volume, payment, media, and MCN.
As one of the earliest communication cloud service providers with a global layout, Rongyun has built a global communication network covering 233 countries and regions around the world, and is the first communication service provider in the industry to launch an overseas data center.
As the global network situation becomes more and more complex, each country and region supports different network protocols. Recently, Rongyun's global communication network has been upgraded to the fourth generation, which integrates a number of leading service providers, and completes scheduling optimization in different regions through the support of multi-service providers and multi-protocols, creating a huge, congestion-free global network.
So far, in terms of overseas services, Rongyun’s daily message peak has reached 44 billion+ , the average daily message volume is 9.2 billion+ , the average daily active number is 45 million+ , and the SDK has reached 4.4 billion+ users .
Based on the relevant analysis of these 45 million+ overseas users, Rongyun extracted the TOP50 overseas regions, which can provide a reference for developers to choose the first stop when going overseas.
As shown in the figure above, Southeast Asia has been proved as a bridgehead for going overseas, and the number of users in Singapore is much higher than that in other regions; the Indian market has been turbulent, but it is still very active; Britain and the United States are representatives of developed regions, and products that have successfully established themselves can have more brand overflow The effect is also very attractive to overseas developers; due to religious reasons, offline entertainment activities are relatively limited, but Middle Eastern users who love to express their wealth and leisure are also deeply attracted to overseas developers; Japan and South Korea benefit from The advantages of geographical location are also active.
For key target areas and matching categories, Rongyun focuses on core 1V1, audio and video live broadcast and other scenarios, and continues to optimize product capabilities such as audio and video calls and chat rooms .
Taking 1V1 audio and video calls as an example, Rongyun provides developers with an out-of-the-box multilingual UI interface component SDK, which encapsulates all the capabilities required for product implementation and business operations.
☑ Reliable call signaling, the interface design that is close to the business and flexible expansion is carried out in common operations such as calling, answering, and hanging up, and the calculation of call duration is realized through state synchronization, which is convenient for platform billing;
☑ Covering FCM, APNs and other system channels and most mobile phone manufacturers such as Xiaomi, Huawei, OPPO, vivo, Meizu, OnePlus, Realme, etc., and through multiple optimization methods, the push reach rate has increased by 20%, and the speed has doubled ;
☑ Optimize the Callkit experience for overseas iOS, and open up content review, beauty and other capabilities in ecological construction, and achieve the goal of helping developers quickly launch applications as a whole.
Content Security Guidelines to Escort Overseas Business
Hao Yijun, director of ecological cooperation of Sumei Technology
Security compliance is one of the red line factors that must be considered when doing business abroad.
Rongyun does not store the user's account number, password, mobile phone number and other information, and develops and provides a user logout interface to meet the compliance requirements of App users' "right to be forgotten". The underlying services fully comply with the detailed requirements of GDPR personal privacy protection.
Rongyun provides corresponding security guarantees and solutions for the different links involved in the data processing process, such as data transmission and data storage, as well as data sovereignty, which is highly valued by most overseas countries.
In terms of content review, Rongyun and Sumei Technology have reached a strategic cooperation to provide developers with global content compliance services.
The panorama of compliance, from intellectual property rights, app stores, to product content, data privacy, overseas purchases, etc., is the first step for companies to consider when going overseas.
Taking app store compliance as an example, content such as terrorism, religion, racial discrimination, violence, vulgarity, and advertisements will all be strictly regulated.
In overseas markets, different countries and regions face extreme differences in language, religion, culture and related taboos. At the same time, scenes such as live broadcast, voice chat room, and community, and conversation types such as single chat, group chat, and chat room public screen, all face different review standards and supervision methods.
These have resulted in the current situation where overseas audits are facing huge challenges :
- Regulatory differences
1. Multimodal judgment is difficult;
2. Different regions have different policies and regulations, each business scenario is complex, and standards are difficult to unify.
- big language barrier
The language families in different regions are different, and it is necessary to accumulate sensitive words and formulate strategies for variants and slang.
- Human review costs are high
1. There are few talents in small languages, and the price is high;
2. Overseas personnel management is difficult and costly.
Rongyun and Shumei have jointly created a global content risk control solution to protect developers in the content security of graphic, audio, video, multi-scenario and multi-products.
In terms of the process, after data access, through language recognition, content such as pornography/certificate/underage/violence/prohibition/advertising/watering is detected, and content such as low-quality/face/logo is identified.
In terms of audit results, unlike the fuzzy scoring system, this solution will output clear and clear labels and call them back to the application server, allowing the application to make a decision to block or release based on the risk type and risk level combined with the audit strategy of the corresponding region and scenario .
The content review labeling system includes three levels : general violation category, intent analysis logic, and detailed label explanation . Through layer-by-layer detailed labeling, review accuracy and business adaptation flexibility are improved.
At present, the system already includes more than 300 tags of different types such as text, audio, and vision, and in special areas, the tags will be adjusted accordingly according to current events and trends.
This set of services can be easily obtained by developers through simple configuration in Rongyun's background, which not only reduces the pressure of model selection, but also enjoys lower costs from business.