Docs: Developer written case studies batch 3 (proj 31) am: 26ab4135ab

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diff --git a/docs/html/distribute/stories/apps/drupe-communications.jd b/docs/html/distribute/stories/apps/drupe-communications.jd
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+page.title=drupe Launches Android First and Finds Global Success with Beta Testing
+page.metaDescription=Drupe uses beta testing to increase its global reach.
+page.tags="developerstory", "apps", "googleplay"
+page.image=images/cards/distribute/stories/drupe.jpg
+page.timestamp=1468901832
+
+@jd:body
+
+<div class="figure">
+  <img src="{@docRoot}images/distribute/stories/drupe-icon.png" />
+</div>
+
+<h3>
+  Background
+</h3>
+
+<p>
+  In 2015, <a class="external-link" href=
+  "https://play.google.com/store/apps/dev?id=8486231504544197967">
+  drupe mobile</a>, founded by Assaf Ziv and Barak Witkowski, launched the
+  <a class="external-link" href=
+  "https://play.google.com/store/apps/details?id=mobi.drupe.app">drupe app</a>
+  on Android first. With a unique, people-first approach, their communications
+  app is focused on reinventing the way people use their phone to do basic
+  actions. By constantly improving and expanding their cross-app
+  functionality, the app is used globally and was recently awarded Google
+  Play’s Editor’s Choice recognition.
+</p>
+
+<h3>
+  What they did
+</h3>
+
+<dl>
+  <dt><strong>Android openness</strong></dt>
+  <dd>From the start, drupe knew Android was their ideal mobile platform.
+  <em>"Thanks to the openness of the system, we can build a truly native
+  experience on Android. The real way to supply a people-centric experience
+  requires such an openness, not always existing on other platforms,"</em>
+  said Barak Witkowski, co-founder and CEO of drupe. Key to their innovative
+  approach, drupe uses the current context of the user to show them the
+  right contacts and actions to optimize the drupe experience.</dd>
+
+<div class="figure">
+  <img src="{@docRoot}images/distribute/stories/drupe-screenshot.png">
+</div>
+
+  <dt><strong>Beta testing</strong></dt>
+  <dd>They have a large community of 20,000 <em>druper</em> beta users on
+  Android, which has been critical to their success. To minimize risk and seek
+  feedback from valued users, the team built beta testing into their regular
+  development process. By having a dialogue with users worldwide, they are able
+  to gauge interest in new app versions, collect feature requests, and more.
+  This has helped the team achieve a 99.7% crash-free user ratio, as well
+  as verify new versions in real-life scenarios, on various devices, before
+  full launch.</dd>
+
+  <dt><strong>Going global</strong></dt>
+  <dd>With initial focus on building a high quality app, drupe then set out
+  to take advantage of Android’s global scale. Key to their international
+  growth, the app is now translated in 17 languages, and the store listing
+  page is available in 28 languages. This led to an increase in conversion
+  and retention rates. Additionally, when entering India, the team noticed
+  several user reviews requesting integration with a specific messaging app
+  widely used in the Indian market. Through a combination of this integration,
+  adding Hindi language translation, and other new features, drupe saw improved
+  performance. In six months, <strong>daily active users increased 300%, and
+  actions per average daily user increased 25% in the Indian
+  market</strong>.</dd>
+</dl>
+
+<h3>
+  Results
+</h3>
+
+<p>
+  Drupe’s focus on innovation and building a truly contextual and intuitive
+  app proved to be a model of success for attaining growth in both engagement
+  and new global reach. The team has continued to increase its relevance
+  through feedback loops and feature adoptions. <strong>This has led to 700%
+  growth in daily active users, and 550% growth in number of interactions
+  triggered via drupe</strong> in the past six months. The team is focused on
+  enhancing their recommendation engine to add even more contextual abilities
+  for their users while continuing to grow a successful business on Google
+  Play.
+</p>
+
+<h3>
+  Get started
+</h3>
+
+<p>
+  Learn more about
+  <a href="{@docRoot}distribute/engage/beta.html">beta testing</a>
+  and find out how to
+  <a href="{@docRoot}distribute/tools/localization-checklist.html">
+  localize your app</a> to create a high-quality experience for global users.
+</p>
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+page.title=Noom Grows International Revenue by 80% Through Localization on Google Play
+page.metaDescription=Noom increases revenue by localizing their app.
+page.tags="developerstory", "apps", "googleplay"
+page.image=images/cards/distribute/stories/noom.jpg
+page.timestamp=1468901832
+
+@jd:body
+
+<div class="figure">
+  <img src="{@docRoot}images/distribute/stories/noom-icon.png" />
+</div>
+
+<h3>
+  Background
+</h3>
+
+<p>
+  With a mission to help people live healthier lives,
+  <a class="external-link" href=
+  "https://play.google.com/store/apps/developer?id=Noom+Inc.">Noom</a> guides
+  their users through behavior change programs to create lifestyle habits and
+  target global health challenges. Available initially on Google Play,
+  Android first and Noom have achieved success expanding to international
+  markets, taking advantage of the broad reach of Android.
+</p>
+
+<h3>
+  What they did
+</h3>
+
+<p>
+  Launching first in the US, Noom created a series of programs tailored to
+  their users’ specific <a class="external-link" href=
+  "https://play.google.com/store/apps/details?id=com.wsl.noom">
+  health goals</a>. Key to their approach is offering a holistic solution,
+  including simple personalized tasks, progress tracking, meal feedback, and
+  support from both personal coaches and peers. The team has a strategic
+  approach to expanding their user base globally. Noom localized their app to
+  better connect with users in the following areas:
+</p>
+
+<ul>
+  <li><strong>Localized product</strong>
+    <ul style="list-style: none;">
+    <li>In addition to translating their app to five languages and their store
+      listing page to 11 languages, Noom conducted extensive analysis to
+      determine the right financial model tailored to each international
+      market. This included evaluation of their competitive landscape and
+      local health and wellness spending behavior, in addition to running
+      pricing experiments to determine the optimal offering between
+      subscriptions, IAPs, or a premium app.</li>
+    </ul>
+  </li>
+
+  <li><strong>Localized cuisines</strong>
+    <ul style="list-style: none;">
+    <li>When Noom started researching the Korean, Japanese, German, and Latin
+      American markets, they immediately focused on localizing their food
+      database. Using a combination of local food editors, existing food
+      databases, and user suggestions, their app now includes local cuisine
+      and popular packaged food brands, offering a simpler and more
+      comprehensive experience for users.</li>
+    </ul>
+  </li>
+
+  <li><strong>Localized coaches</strong>
+    <ul style="list-style: none;">
+    <li>Hiring local coaches not only removed language barriers, but also
+      reduced response times as they are located within the same time zone
+      as their users. Using various notification types, Noom has increased
+      user engagement by three to four times.</li>
+    </ul>
+  </li>
+</ul>
+
+<img src="{@docRoot}images/distribute/stories/noom-screenshot.png">
+  <p class="img-caption">
+  <strong>Figure 1.</strong> German Play Store listing page, Korean recipes,
+  and Japanese meal plan
+  </p>
+
+<h3>
+  Results
+</h3>
+
+<p>
+  <em>"Android's global focus and great localization tooling made the decision
+  to go global much easier. Localization to new markets has been a consistent
+  growth driver at Noom,"</em> said Artem Petakov, co-founder and President
+  at Noom.
+</p>
+
+<p>
+  Over the last three years, Noom’s localization efforts led to an <strong>80%
+  increase in international revenue growth on Android</strong>. In Japan
+  alone, <strong>revenue increased more than 480%</strong> during the same
+  time period. To identify future expansion opportunities, the team looks
+  towards countries with strong Android penetration and install growth
+  using the English product and plans to apply their localization methods to
+  achieve even greater success.
+</p>
+
+<h3>
+  Get started
+</h3>
+
+<p>
+  Learn more about <a class="external-link" href=
+  "https://material.google.com/patterns/notifications.html">Notifications</a>,
+  and find out about
+  <a href="{@docRoot}distribute/tools/localization-checklist.html">
+  app localization</a> and how to
+  <a href="{@docRoot}distribute/users/expand-to-new-markets.html">
+  Expand Into New Markets</a>.
+</p>
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+page.title=Playlab Increases Juice Cubes Conversions by 25% with Store Listing Experiments
+page.metaDescription=Playlab uses store listing experiments to refresh their Juice Cubes icon.
+page.tags="developerstory", "apps", "googleplay"
+page.image=images/cards/distribute/stories/playlab.jpg
+page.timestamp=1468901832
+
+@jd:body
+
+<div class="figure">
+  <img src="{@docRoot}images/distribute/stories/playlab-icon.png" />
+</div>
+
+<h3>
+  Background
+</h3>
+
+<p>
+  <a class="external-link" href=
+  "https://play.google.com/store/apps/dev?id=9190927840679184784&e=-EnableAppDetailsPageRedesign">
+  Playlab</a> is a game developer and publisher based in Hong Kong, with
+  production studios in Bangkok and Manila. Playlab apps include
+  <a class="external-link" href=
+  "https://play.google.com/store/apps/details?id=ppl.unity.JuiceCubesBeta">
+  Juice Cubes</a>, <a class="external-link" href=
+  "https://play.google.com/store/apps/details?id=ppl.unity.junglecubes">
+  Jungle Cubes</a>, and <a class="external-link" href=
+  "https://play.google.com/store/apps/details?id=ppl.cocos2dx.ranchrun&hl=en">
+  Ranch Run</a>.
+
+  Released in 2013, <a class="external-link" href=
+  "https://play.google.com/store/apps/details?id=ppl.unity.JuiceCubesBeta">
+  Juice Cubes</a> is a strategy puzzle game with over 25 million downloads
+  worldwide and over 100,000 five-star reviews on Google Play. The game has
+  gained success in Southeast Asian markets such as Indonesia and Thailand,
+  and in Western markets such as the US, Australia, the UK, and Canada.
+</p>
+
+<h3>
+  What they did
+</h3>
+
+<p>
+  As part of Juice Cubes’ content update in April 2016, Playlab decided to
+  refresh its Play Store icon and test whether different icons could increase
+  their conversion rate.
+</p>
+
+<p>
+  Playlab used the <em>Store Listing Experiments</em> feature on the Google
+  Play Developer Console to test three variations of their new game icon.
+</p>
+
+<h3>
+  Results
+</h3>
+
+<p>
+  Within three days of running the store listing experiment, Playlab saw
+  positive results which led them to make an informed decision to change the
+  current icon to the best-performing version. Variant C outperformed the
+  initial control icon and the two other variants, with a <strong>25% increase
+  in installs</strong>. One month after applying the best-performing icon,
+  Juice Cubes continued to see a 25% increase in the number of conversions
+  from store visitors who made organic installs.
+</p>
+
+<img src="{@docRoot}images/distribute/stories/playlab-screenshot.png">
+
+<p>
+  <em>"Google Play Store Listing Experiments offer a fast, easy, and free way
+  to do A/B testing on an icon. The data provided after each test helped us
+  to make a decision really quickly. The best part is the team no longer needs
+  so many resources to decide which icon to use because we can let the
+  users decide."</em> said Jakob Lykkegaard, CEO and co-founder of Playlab.
+</p>
+
+<h3>
+  Get started
+</h3>
+
+<p>
+  Learn how to use <a class="external-link" href=
+  "https://support.google.com/googleplay/android-developer/answer/6227309">
+  A/B testing</a> and find out more about how to run
+  <a href="{@docRoot}distribute/users/experiments.html">
+  store listing experiments</a> on Google Play.
+</p>
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