October, 31: Internet of Things, Clickky, Snapchat, Microsoft, etc.
Weekly Mobile Marketing News Digest by Clickky

1
Internet of things is actually happening
October 28, 2016
The main mobile market players are developing all-new cellular networks for Internet of Things (IoT) or upgrading their networks. There are 3 reasons why IoT beats cell phone networks: long battery life (low-power radio chips are used), lower cost and better coverage (IoT networks are optimized for short messages and are self-deployed).
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2
How much does mobile ad campaign cost?
October 28, 2016
Clickky released its CPI Index September’16 for 5 regions, 18+ countries, non-incentive traffic and different categories. Compared to August, there is some growth for both OS in September, except in Brazil and Mexico. Even within one region, CPI in each category varied greatly for different countries: in APAC countries Android Business CPI makes up $1.69 in India and $0.32 in South Korea. Within each country, there is a great difference in CPI between platforms for some categories. You can find CPI for Productivity of $0.07 for Android and $0.48 for iOS in Brazil.
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3
Mobile apps drive more than 50% mobile conversions
September 28, 2016
Criteo released the State of mobile Commerce report, based on analysis of 1.7 billion transactions. Here are the main takeaways: Japan, the UK and South Korea show the highest conversion rates; smartphones delivered the majority of the mobile transactions; apps are beating mobile web in case of transaction quantity and retention rate; mobile-friendly website is the key driver for mobile transactions.
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4
India makes TOP2 as world’s largest mobile market

October 28, 2016
According to Global System Mobile Association (GSMA), the number of unique mobile users is expected to rise up to 951 million by 2020 (compared to 616 M by the end of June 2016). Now India accounts for more than 25% of all Asia Pacific mobile connections. 2G remains the most popular connection compared to 3G (800 M and 200 M users respectively). Despite of being one of the most competitive mobile markets worldwide, India has the lowest ARPU at $3.8 per month.
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5
Mobile is expected to bring Google the majority of earnings by 2020
October 24, 2016
According to eMarketer, the share of mobile internet ads in Google’s global ads revenue estimates 59.9% (compared to approximately 45.8% in 2015). eMarketer predicts the revenue share from mobile ads placements to rise up to 75% by 2018. In the USA in 2015 the desktop ads share exceeded the mobile one and estimated 60%. In 2016, the split between desktop and mobile is almost 50/50. By the end of 2018, the mobile spending are expected to estimate more than 60% of Google’s USA as revenue.
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6
Marketers on Snapchat face the decline in views numbers
October 26, 2016
Snapchat has recently dropped the autoplay feature, and this caused the decline in views. Some experts say they faced the 35-40% drop in views while the Snapchat analytics platform Delmondo reports the average decline of 15%. Despite of this drop and large marketing investments into Snapchat ads (if using the additional options as lenses) compared to Facebook and Twitter, marketers do not seem to modify their strategies along with autoplay absence.
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7
In Q3 2016, 1 of 3 phones were sold in China
October 26, 2016
According to GfK report, in Q3 2016 the global smartphone demand estimated 353 M users and increased 6.6% from 2015. China became a driver of this increasement and showed the 15% grow compared to 2015, and GfK predicts the decline of 3% in 2017. According to GfK report, in Q3 2016 almost 1 of 3 phones were sold in China. Western Europe, North America, Japan, Australia and South Korea showed the minimal growth rate and are seem to remain the most saturated markets.
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8
Snapchat said to raise $4 billion in initial public offering
October 26, 2016
Snapchat will seek to raise $4 billion in initial public offering (IPO). According to Bloomberg data, the IPO could value Snapchat at approximately up to $35 billion. The Morgan Stanley and Goldman Sachs Group Inc. were chosen to lead the offering. Snapchat, which has recently changed its name to Snap Inc., generated $59 in ads revenue in 2015.
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9
Microsoft’s Windows released updates for creative work
October 28, 2016
On Wednesday, in New York Microsoft rolled out its updates for Windows. The main innovations were presented in a field of creative work, especially 3D. Surfaced Studio is recognised as the most resounding thing. Microsoft also announced headsets, but the release date is not yet known. A major update to Windows 10 a new social feature and a set of 3D tools.
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10
Pokemon’s Go retention rate in September made up 70%

October 27, 2016
Amplitude published the Pokemon Go path since its release till nowadays, and made some interesting results about the number of users, retention rate and revenue. After the US release the game became the biggest in 2016. Since mid-July the number of users began to decline, and in September the game lost about 80% of its playing users. Despite of this fact, the retention rate estimated 70% as it is for Candy Crush Saga and Clash of Clans. And still Pokemon Go remains the one of the most profitable games.
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