Maximising ad revenue, digital content and pivoting

Maximising ad revenue, digital content and pivoting for the future

Mobile is best known for Android apps like Clean Master, CM security, Piano Tiles and live-streaming apps like Live.me, reports Times of India. At the sidelines of the Global Mobile Internet Conference (GMIC) held in Bengaluru, Morden Chen, General Manager of Cheetah Mobile Asia Pacific Business spoke to ETtech about privacy issues, their unique ad-monetisation platform, push towards Video and news content and how Robotics is the future for the mobile ad company.

Edited excerpts:
Reports sight that Cheetah mobile manipulates android users through deceptive advertising on its apps...
We are a company which makes utility apps which people use daily to boost their phones through cache cleaning apps, battery saver or making beautiful wallpapers. These are universal features that almost every mobile user needs. This helped us get a huge user base. Making utility apps in the android mobile space helped us scale over the years to clock 600 million users till date. Today, we have a 3,000-people team and 10% of them come from around the world.

But then, how do you monetise from your ad network and apps platform?
We have the freemium model, paid apps, advertisement within apps and trial and pay model which helps us rake in cash. But India, Brazil, China and Russia as compared to US and European countries believe in free apps. Internally, we give ads within our apps to monetise. We use a system called Orion Ad platform where we collect data on user behaviour from the apps used, downloaded and deleted by the user. Then we also create a virtual profile of the mobile user and use this data for targeting our audience. We also categorise players as casual and serious games depending on the games you download on your system.

Is the open nature of the android OS stopping you from directly publishing apps on iOS?
We chose android because unlike iOS, which controls the app ecosystem, the former is an open platform and each app can talk with each other in the background while iOS does not allow apps to communicate with each other because of the Sandbox ecosystem.You cannot have a battery saving app in iOS as the system would not allow third party manufacturers to build such apps and you have to jail break to perform such actions. You cannot override the system. In Android, it's easy to build such apps as the platform gives us a lot of system access.

How critical is video and news content to your overall 2016-17 strategy?
India is currently the most important branding-advertising market for Cheetah mobiles. India also contributes the most to the portion of branding and ad revenue. We want people to watch our ads on our apps but we don't want the ad videos to play on mobile data; so we are working to enable such ads to play only when the phone is connected to WiFi. We have found that news content related apps are used big time in India unlike countries like Indonesia where people use browsers to consume mobile news. We are planning to put more services on News Republic and we have a content-partnership team here based in our Gurgaon office. We have two types of content partnerships -first, content acquisition, where we sign official licensed contracts with content creators, and second, we work with like-phone manufacturers where we generate content through Cheetah Content streaming, which is an SDK that can be plugged into different OEM maker's phones. We can monetise through advertising and share revenue with OEM manufacturers.

What does the future hold for Cheetah mobiles?
Internally, I saw a video where our CEO was playing with a tiny robot that can recognise his orders in Chinese.It's an early-stage prototype and for the same we are hiring folks in artificial intelligence in China and the US.We are going big time into robotics.We have a fully-owned subsidiary running it in China as there are lot of hardware manufacturers there.Content is the closer future, robotics is the longer future.

SJP @DigitalAsian - ShareYaar

Comments

Popular posts from this blog

THE HISTORY OF INDIAN ART HISTORY - Free eBook by Debashish Banerji - IdeaIndia.Com

Underused Talent

IoT Police