Outlook 2022: Top Trends Shaping OEM Marketing This Year


By Ashwin Shekhar

As we enter a new year in the era of the new normal, it would be imperative for app developers and brands to stay on top of key trends in mobile marketing, which they can harness to improve their marketing opportunities. user growth. These would play a central role as brands and application developers strategize coherently with OEM (Original Equipment Manufacturer) advertising platforms for smartphones such as Xiaomi, OnePlus, Oppo, Vivo, Samsung or HUAWEI.

It’s time for Indian marketers to stay on top of the key trends to make the most of their brand growth opportunities. Undeniably, advertising in smartphone manufacturers’ alternative app stores must be added to any mobile marketing mix in 2022 to give brands the competitive edge they seek.

The adoption of OEM marketing by marketers, user acquisition, brand managers and application developers is steadily increasing in major geographies. OEM advertising platforms such as Xiaomi, Huawei, OPPO, OnePlus and Vivo have already garnered attention due to their global sales and wide reach with consumers this year. Take for example Xiaomi which replaced Samsung to become the best-selling mobile maker in Europe. Also in India, the brand held the maximum market share as recently as the third quarter of 21, according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. In fact, Xiaomi led the Indian smartphone market shipments in Q3 2021 with a 22% share, according to the latest research from Counterpoint. Samsung remained the second largest smartphone brand in India, with shipments registering a 19% share. These OEMs also benefit from offering a wider range of more affordable smartphones compared to other global giants like Apple.

OEM advertising platforms from players like Xiaomi, Samsung and Vivo have aggressively entered Western markets and have steadily positioned themselves at the forefront in India – a trend that is expected to continue through 2022. This includes some of the world’s most sought-after branding opportunities, such as Vivo’s exclusive agreement to become the official smartphone sponsor of the 2022 FIFA World Cup.

Indian mobile marketers and app developers should take advantage of these opportunities to expand their user base by launching their apps in alternative app stores. We expect the Indian market to use smartphone OEMs such as Xiaomi, Huawei, OPPO, OnePlus, Vivo and realme as an alternative to much more expensive marketing channels, to drive user growth through 2022.

OEMs become pioneers to challenge Google and Facebook duopoly in 2022

By offering their own dedicated application stores, smartphone manufacturers are challenging the duopoly of Google and Facebook. Major global OEMs such as Xiaomi, Huawei, OPPO, realme and Vivo already hold a 45% market share, and their threat to the industry duopoly will become even stronger thanks to continuous innovations that help brands and developers. to take advantage of OEM advertising platforms. In addition to their growing market share, OEMs are developing sophisticated advertising products that allow developers and brands to gain new users.

In addition, these OEMs are also able to compete with the duopoly of Google and Facebook due to their low prices for user acquisition, brand-safe advertising options and offering a fraud-free alternative. As more developers choose to leverage the power of OEM advertising platforms, mobile measurement partners (MMPs) such as Appsfyler and Adjust choose to integrate with major smartphone OEMs, allowing developers to track incoming users from these platforms. The most recent AppsFlyer Performance Index, for example, highlights the status of smartphone makers as being highly rated for their volume and high quality of their users.

OEM channels will be operated by more and more mobile game developers than ever before

Until recently, there were several misconceptions about OEMs and how their advertising platforms could be monetized for mobile games. For example, it’s important for developers to know that smartphone OEMs can be used without embracing new billing solutions. There are solutions available for stores such as Samsung, Huawei, and Xiaomi that integrate billing solutions so developers can post to those stores. In addition, it is not mandatory for app developers in India to use unique billing solutions for OPPO, OnePlus, Vivo and Xiaomi.

A common myth regarding the monetization of mobile games is that distribution on alternative app stores means that their monetization will not be recognized by video advertising companies like Unity and AppLovin. The truth is, there is no limitation on the app developers side, as long as the alternative app store has no objection to distributing an app with Google Play services installed.

It’s time for Indian app developers to break with these misconceptions that have kept them from exploiting the advantages of smartphone OEMs in the past. As more developers become aware and properly educated on how monetization works on OEM advertising platforms, we expect adoption to increase throughout 2022 by mobile game developers.

The App Store market will diversify at the speed of light

Next year, the market will diversify at an extremely rapid rate. There are already examples of powerful global publishers like Epic Games changing the market dramatically. An international example is that of Epic Games, which highlighted the dangers of a monopoly by releasing an updated version of its popular game, bypassing payment options on the App Store and Google Play. As these companies clashed, Fortnite was pulled from the App Store.

Such instances of monopoly actions are sure to motivate developers to seek out OEM smartphone advertising platforms. We’re already seeing this in regions like Southeast Asia, where developers benefit from a more balanced ecosystem. When PayTM was temporarily removed from the Google Play Store, Indian tech companies looked for alternatives. Leading entrepreneurs in India have now joined forces to create their own app store.

Once the market begins to diversify, the ripple effect will be extremely rapid. We expect this to lead to a shift to many more app stores competing for market share in 2022.

(The author is Co-Founder and Chief Revenue Officer, AVOW. The opinions expressed are personal.)

Also read: Trend marketers need to be carefulr in 2022

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