The Kochava Go-To-Market Strategy Blueprint for JAPAC Expansion

With the measured application of rebate-based channel partnerships across the industry profit pool helped Kochava gained the greatest traction in optimum time after launching in Japan, adding to its existing bases including headquarters in Beijing and a regional office in South Korea.

In mid-2018, Daiki Ariga was hired as an executive advisor to build a strategic partnership with his former employer, Metapps, a software company with data products in marketing. A year later, Makoto Katayanagi was hired as the Regional Sales Director for Kochava in Japan.

Jeff Chai, Managing Director of Kochava in North Asia told Branding In Asia that different strategies were adopted in line with the maturity of every JAPAC market, adding that moving forward, his team will develop larger accounts directly as well as work with agencies and strategic partners.

“We’ve been in the Chinese and South Korean market for more than three years and accumulated notable customers such as Little Red Book in China, and NetMarble in Korea,” he said in a statement to Branding In Asia. “To maintain a competitive lead, we are working on localized programs, such as Jump Start Program for new app developers, and Self-Attributed Networks tracking only pack for app developers who are promoting their apps through [it], such as Facebook, Google, Twitter, Apple Search Ads.”

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In tandem with this, all sales leads are actively participating in industry events across the JAPAC region including GMIC, ChinaJoy, AdTech Tokyo, and GSTAR South Korea.”

Japan

Katayanagi said that he found it effective to communicate both the real added value of a marketing intelligence platform while firmly understanding and sharing this understanding of the nuances of Japan’s very large marketing and advertising market, such as the continued importance of television as a high-consumption medium.

“While consumers are watching TV, they spend considerable time simultaneously using smartphones and apps,” he told Branding In Asia. “Given the saturation of media consumption, consumers don’t pay close attention to the information that is not relevant to them. Under these circumstances, our products and services will be fully accepted if we can contribute to the ecosystem and provide usability and benefit.”

While consumers are watching TV, they spend considerable time simultaneously using smartphones and apps.

Katayanagi firmly believes that in order to improve perception in the market and dive into the ecosystem, it is necessary to disseminate information directly from Kochava, which creates contacts and exhibits the value proposition aggressively. He added that the Tokyo Game Show and Unite Tokyo are invaluable in this respect.

“In addition to direct sales, there will also be collaborations with agencies, referrals, and testimonials which will help leverage business and self-run in Japan,” said Katayanagi. “However, in addition to these opportunities, in order for product services to be firmly accepted and the first contract to occur or to repeat, it is important to continue to provide usability and benefit.”

Korea

DongHee Cho, the Regional Sales Director for Kochava in South Korea, told us that the effectiveness of taking an active role in a range of industry events resulted in measurable brand exposure in signing on gaming businesses.

“Currently, we are distributing the Kochava newsletter in Korean format to reach the local app developer market and business community in addition to joint business seminars with ad partners,” he said. “Furthermore, we are publishing business case studies across industries including, gaming, e-commerce, finance, and Consumer Packaged Goods.”

Babar Khan Javed
Babar Khan Javed
Babar Khan Javed is the Global Technology Analyst for Branding In Asia.

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