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New World of Big Channels We live in a world of new, massive platforms. There already are a large number of players in the market who reach anywhere between 100 million and 1 billion people. That is a distribution mechanism like none other in history – and that presents a huge opportunity for your app. Let’s have a look at some of them. In the search market there are well-known players such as Google, with massive worldwide reach; Baidu, which is the leading search engine in China; Yandex, which is the king of Russian search; and such engines as Yahoo! and Bing. All are optimised for desktop and mobile marketing. On the social level, Facebook has more than a billion active users and a very powerful mobile-advertising platform; Twitter has hundreds of millions of users and a growing mobile-advertising platform; Tencent QQ is the undisputed social leader in China with around a billion active users across its services as well; LinkedIn also provides a great platform to reach a professional audience with more than 200 million users. We already know about Apple’s App Store and Google Play, which provide massive reach as well. Getting featured on these sites is a massive boost to downloads, so using any means necessary to get featured will translate into downloads. Media channels such as video (YouTube), photos (Pinterest, Instagram) and blogs (Tumblr) are all proving to be reliable, high-volume user-acquisition channels. Your challenge will be to see how to make those channels convert to valuable users. Messaging platforms are not yet being widely used as user-acquisition channels for other apps, but, as they keep increasing their reach, this will be a monetisation for the likes of WhatsApp, Snapchat, WeChat (China), Line and even Skype. In terms of local advertising, it’s also worth exploring what you can do with players such as Groupon and Yelp, each of whom have more than 100 million users. Other channels to think about include Amazon (and its own app platform) and PayPal, which often partners with companies to help promote various apps and services. Players such as Alibaba, Rakuten, Sina, NHN, Yahoo! Japan and SoftBank are all potential distribution partners. SoftBank was integral to the adoption of the Clash of Clans app in Japan, and eventually bought the company behind it for over $1.5 billion.
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