Interview

Flexion's Jens Lauritzson says it's seeing fantastic conversion rates in some emerging economies

Also gaining 3.5 million users a month

Flexion's Jens Lauritzson says it's seeing fantastic conversion rates in some emerging economies
There are plenty of ways to build a mobile content distribution business.

If you want to do it fast, free app stores such as GetJar or Appia generate millions of daily downloads.

Conversely, a content distribution business that generates revenue, not just mindshare, is much harder to create, but ultimately a much more valuable proposition.

And that's the road taken by UK outfit Flexion, which is part of Swedish group Accumulate.

Look for growth

Over the past years, it's been signing up partners, mainly OEMs and game publishers, who use its wrapper technology to enable the upsell of content that's embedded on handsets. Customers include Sony Ericsson, Alcatel, Nokia and EA.

To-date, most of Flexion's business has occurred in Europe, but the global expansion of smartphones, especially Android, has opened up new opportunities.

"We're live in 64 markets, including India, Thailand, Vietnam, Brazil and Mexico," explains CEO Jens Lauritzson, of the company's widening horizons.

Indeed, it claims a current total of 25 million users, a number that's rising at a rate of 3.5 million per month.

Digging deep

More important than users however is the ability to monetise them; something Lauritzson emphases following the announcement Flexion has integrated with Indiagames to offer operator billing in India.

"In many of these markets, such as India and Brazil, billing options such as premium SMS don't work as you get a very low split of the revenue," Lauritzson explains. "You have to work with local partners to offer operator billing."

He goes onto argue that when combined with Flexion's other strengths, the additional services that are wrapped around its embedded content - including DRM, a dynamic storefront and flexible payment options - the solution is exactly what's needed for Android content.

"App stores are great for the distribution of free content, but we enable billing, limit piracy, as well as offering more discovery options and cross promotions, and that's what operators and publishers really need," he says.

Riding the Android rocket

And the early signs in many emerging markets are positive.

"Not only are we seeing good volumes in terms of content distribution and downloads through Flexion, but the conversion rates for paid content are great too," Lauritzson says.

This is particularly the case in markets that lack local content. Rates in Nigeria (for Java content) and Indonesia can be over 20 percent in terms of conversion from free trial to paid games.

Java content remains important in Latin America, but more generally, Android remains the key future focus for Flexion. 

"We were initially concerned about how well Android content would convert, but what we've been seeing is fantastic," Lauritzson enthuses.

"Handset volumes are increasing rapidly, and there are a lot of great devices, especially Samsung's Galaxy S, which are driving usage."
Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.