How does an already-huge company reach more mobile users? It teams up with another huge company in a quest to, together, dominate the Chinese mobile market, among others.
Chinese start-up APUS and Indian mobile advertising firm InMobi are forming an alliance to reach a hoped-for 500 million new users in China, India, and other countries by 2016.
InMobi is the leader in customizing Android software. InMobi is India’s top mobile advertising firm. InMobi, in fact, competes with Facebook and Google in the $100 billion worldwide mobile advertising market. It’s one of the only Indian start-ups to make a profit and it already reaches about 1.4 billion devices.
What’s in It for APUS?
The new partnership will help APUS earn advertising revenue from ads run on InMobi’s platform. APUS will likely see a boost in its user base and enjoy a share in the huge Indian smartphone market.
APUS’ flagship product lets Android users customize the home screens on their smartphones. APUS hopes to gain more than 80 million users as a result of the deal with InMobi, which will lead to hefty profits.
What About InMobi?
InMobi will gain access to more than 200 million additional users by partnering with APUS. They’ll have exclusive access to all APUS users in India, which total more than 25 million.
This partnership is the first of its kind between two of the fastest growing tech power companies from China and India. The time is right for APUS and InMobi to make this move, as the smartphone markets in China and India are growing rapidly.
APUS and InMobi’s deal comes after recent media reports that Google has plans to re-enter China. This partnership is important for InMobi if it wants to secure a stronghold in the country. Google pulled its services out of China five years ago, largely because it refused to self-sensor search results.
In an official press release, InMobi said, ““InMobi will share its vast expertise in India to help APUS establish a larger footprint in India, enabling an increased user base and market share. In return, APUS will engage in monetization partnership with InMobi….”
InMobi offered, ““InMobi will provide local expertise to APUS to help them understand the unique Indian app market and will aid in user acquisition programs including providing guidance localizing the APUS app experience and acquiring the right talent to help APUS India grow as APUS aims to make its app climb to the top five in the local Google Play store.”
The big goal is APUS “becoming the leading Android user system in India by the end of 2015 and acquiring more than 80 million users in India by 2016.”
However, this deal is not the only big thing on the horizon for InMobi. The company is placing heavy bets on its new mobile advertising product, Miip. Miip gives customers curated lists of products they might be interested in, based on their previous choices and their personalities.
InMobi is currently estimated to be worth about $2.5 billion.