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Insights on international expansion

Category: Unicorns


How to Grow a Business in 190 Markets: 4 Lessons from Airbnb

16 January 2017 Update: In 2015, we first published this case study on Airbnb’s global growth. Now, almost 2 years later, Airbnb is not slowing down anytime soon, with further expansions, acquisitions, and new products in 2016, including the much-hyped Airbnb Trips. With so much growth under its belt, we thought it’d be a good time to take another look at the tactics that first launched Airbnb to the world. We hope you enjoy the new Slideshare format and focus on


9 International Growth Strategies from Spotify

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2016 is Spotify’s year in the spotlight. Then again, since its meteoric rise in the last decade, Spotify has already spent many years on everyone’s radar. To date, Spotify has half a billion registered users, more than 100+ million active users, and 40 million paying subscribers worldwide—all streaming the 30 million songs on a platform that’s available in 50+ languages. Spotify’s growth in paid users is exponential: the number of paying customers was 30 million just 5 months ago. The company,


Twitter’s Alline de Paula Shares 5 Pro Tips for Marketing Localization

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It takes a village to raise a child. But if your child is a product ready to go global, uniting your “village,” or team, is a major challenge—particularly when it comes to your marketing localization. The main pain point when it comes to localizing your marketing assets is deciding who gets the final say: is it your Marketing Team, the gatekeepers of your unified international messaging? Or is it your Localization Team, who knows the ins and outs of individual


Launch Everywhere—How Uber Won 450+ Markets

Update 1 August 2016  In a surprising turn of events, several sources are reporting that Uber China will be merging with its long-time rival, Didi Chuxing. Possible reasons behind Uber’s defeat could be the unique difficulties of entering the China market as well as Didi Chuxing’s local know-how and massive consumer base, following its own merger last year. Many say this strategic move may help Uber move faster towards IPO. Read the following blog post to learn more about Uber’s unstoppable


Trello Teaches How They Nailed Localization and Global Marketing

Introduction There are some things that just about everyone loves, no matter where the person comes from. Laughter. Time with someone they care about. A good meal. And, perhaps, your product. It’s hard enough to build a software that’s truly universal. But, even when you pull that off, there’s still another set of challenges: making sure people everywhere have heard about your product, and then getting them to actually use it. Many software companies struggle to go truly international; even


How Line and Other Messaging Apps Localized Emoji, and Monetized Much More

This post originally published on September 13, 2013. We’ve updated it here with the latest information, images, and resources. They’re cute. They’re funny. They’re profitable. Emojis are a global craze. And localization matters for them, too. In this post, we’ll show you how smart localizing has helped emojis spread around the world. It all started in Japan. In the 1990s, Japan’s largest mobile phone operator, NTT DoCoMo, launched a new model of pager. Along with the usual typing options, the


How Adobe Achieved Double-Digit CTR Increase via International SEO

After learning about all the best tools for international SEO, you may ask yourself, “Is it really worth the extra time and effort to make it work?” In determining its worth, let’s look at a real-life example of successful international SEO marketing. With more than half of its revenue earned outside the U.S., Adobe Global SEO team has to manage 30+ domains, subdomains, & microsites, 1.8M pages, 10M keywords, 14K ad copy rotations and 1000+ landing pages everyday. It’s safe


How Evernote Reached 4 Million Users in China Within 1 Year

Introduction It’s a million-dollar question: how can tech start-ups gain access to China’s huge market? That’s not an easy question to answer. China is culturally unique, and its Great Firewall, along with the rapid proliferation of cloned products, can trip up even the smartest companies. Google and Groupon are two notable examples of companies that have failed to establish a foothold in the Chinese market. Still, there are success stories. Take Evernote. After just one year in China, the popular


The Secret of Monetizing Messaging Apps by Localizing Emoji

Craving for emoji globally Did you not use any emoji in your online conversation today? Emoji have spread around the world while it began as a Japanese phenomenon (Thanks to Apple’s introduction). Asian chat apps like Line and WeChat prove that selling emoji stickers can be a highly profitable business. Western rivals such as Facebook are also joining the craze in the past few year. Although selling Although selling emoji stickers seems promising, there are other localization challenges that we have to avoid, especially if an