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      1 page.title=Noom Grows International Revenue by 80% Through Localization on Google Play
      2 page.metaDescription=Noom increases revenue by localizing their app.
      3 page.tags="developerstory", "apps", "googleplay"
      4 page.image=images/cards/distribute/stories/noom.jpg
      5 page.timestamp=1468901832
      6 
      7 @jd:body
      8 
      9 <div class="figure">
     10   <img src="{@docRoot}images/distribute/stories/noom-icon.png" />
     11 </div>
     12 
     13 <h3>
     14   Background
     15 </h3>
     16 
     17 <p>
     18   With a mission to help people live healthier lives,
     19   <a class="external-link" href=
     20   "https://play.google.com/store/apps/developer?id=Noom+Inc.">Noom</a> guides
     21   their users through behavior change programs to create lifestyle habits and
     22   target global health challenges. Available initially on Google Play,
     23   Android first and Noom have achieved success expanding to international
     24   markets, taking advantage of the broad reach of Android.
     25 </p>
     26 
     27 <h3>
     28   What they did
     29 </h3>
     30 
     31 <p>
     32   Launching first in the US, Noom created a series of programs tailored to
     33   their users specific <a class="external-link" href=
     34   "https://play.google.com/store/apps/details?id=com.wsl.noom">
     35   health goals</a>. Key to their approach is offering a holistic solution,
     36   including simple personalized tasks, progress tracking, meal feedback, and
     37   support from both personal coaches and peers. The team has a strategic
     38   approach to expanding their user base globally. Noom localized their app to
     39   better connect with users in the following areas:
     40 </p>
     41 
     42 <ul>
     43   <li><strong>Localized product</strong>
     44     <ul style="list-style: none;">
     45     <li>In addition to translating their app to five languages and their store
     46       listing page to 11 languages, Noom conducted extensive analysis to
     47       determine the right financial model tailored to each international
     48       market. This included evaluation of their competitive landscape and
     49       local health and wellness spending behavior, in addition to running
     50       pricing experiments to determine the optimal offering between
     51       subscriptions, IAPs, or a premium app.</li>
     52     </ul>
     53   </li>
     54 
     55   <li><strong>Localized cuisines</strong>
     56     <ul style="list-style: none;">
     57     <li>When Noom started researching the Korean, Japanese, German, and Latin
     58       American markets, they immediately focused on localizing their food
     59       database. Using a combination of local food editors, existing food
     60       databases, and user suggestions, their app now includes local cuisine
     61       and popular packaged food brands, offering a simpler and more
     62       comprehensive experience for users.</li>
     63     </ul>
     64   </li>
     65 
     66   <li><strong>Localized coaches</strong>
     67     <ul style="list-style: none;">
     68     <li>Hiring local coaches not only removed language barriers, but also
     69       reduced response times as they are located within the same time zone
     70       as their users. Using various notification types, Noom has increased
     71       user engagement by three to four times.</li>
     72     </ul>
     73   </li>
     74 </ul>
     75 
     76 <img src="{@docRoot}images/distribute/stories/noom-screenshot.png">
     77   <p class="img-caption">
     78   <strong>Figure 1.</strong> German Play Store listing page, Korean recipes,
     79   and Japanese meal plan
     80   </p>
     81 
     82 <h3>
     83   Results
     84 </h3>
     85 
     86 <p>
     87   <em>"Android's global focus and great localization tooling made the decision
     88   to go global much easier. Localization to new markets has been a consistent
     89   growth driver at Noom,"</em> said Artem Petakov, co-founder and President
     90   at Noom.
     91 </p>
     92 
     93 <p>
     94   Over the last three years, Nooms localization efforts led to an <strong>80%
     95   increase in international revenue growth on Android</strong>. In Japan
     96   alone, <strong>revenue increased more than 480%</strong> during the same
     97   time period. To identify future expansion opportunities, the team looks
     98   towards countries with strong Android penetration and install growth
     99   using the English product and plans to apply their localization methods to
    100   achieve even greater success.
    101 </p>
    102 
    103 <h3>
    104   Get started
    105 </h3>
    106 
    107 <p>
    108   Learn more about <a class="external-link" href=
    109   "https://material.google.com/patterns/notifications.html">Notifications</a>,
    110   and find out about
    111   <a href="{@docRoot}distribute/tools/localization-checklist.html">
    112   app localization</a> and how to
    113   <a href="{@docRoot}distribute/users/expand-to-new-markets.html">
    114   Expand Into New Markets</a>.
    115 </p>