The clear artist from Bengaluru had downloaded the app afterwards Meitu Inc offered him a job. All he knew about the aggregation was that it was a Chinese developer with a abiding of bogus intelligence-led adorableness apps. The app’s actualization reminded him of Photoshop, a cartoon editor from Adobe broadly acclimated by professionals like him. This was Photoshop for dummies.
He knew a affair or two about people’s attraction with administration their photos on amusing networks — 95 amateur photos are acquaint on Instagram every day, and 100,000 are uploaded on Facebook every minute. Several surveys accept appropriate over 50% of users adapt their photos afore announcement these online. “Users charge these apps.” He did the algebraic and abutting the company.
Like Panduranga, a lot of agenda citizenry are absent of the consequence of Meitu’s user base. At aftermost count, its apps — Meitu has over 15 photo-editing apps — accept been downloaded on 1.2 billion accessories above the world. The aggregation refuses to allotment country-specific numbers, but sources say it has a user abject of 100 amateur in India above platforms and devices. Meitu is not the abandoned success adventure in this space.
Taiwanese aggregation Perfect Corp’s YouCam Perfect app is acclimated by 15 amateur Indians every month. PicsArt, a US-based photo-editing app, gets over 23 amateur account alive users from India. B612 and Sweet Selfie, beautification apps of South Korean and Chinese origins, respectively, are added arresting associates of this all-around Android download club of 100 million.
Closer home, about 10 amateur users are aggravating out one or added of the 20 arch photo-editing apps on a account basis. However, the accelerated acceleration of photo-editing apps in India has gone abundantly disregarded in the accessible discourse. This is admitting there actuality at atomic 10 photo-editing apps amid the top 100 chargeless apps on Android.
Major tech players, however, sensed the abeyant in photo-editing apps aboriginal on. Google acquired the photo-editing app Snapseed way aback in 2012. Motorola launched its own banal photo-editing app alleged Moto Photo Editor aftermost year.
“At present, all handset makers are attractive to accommodate AI-led adorableness approach in their camera phones,” says Gaurav Nigam, artefact arch at Lava International. A ancient acquirement of tech from these photo-editing apps can amount aboriginal accessories makers anywhere amid Rs 2 crore and Rs 5 crore. There is annihilation changeable about them, either.
A lot of app developers in this cast say men accord to over 40% of their user base. Experts peg the bazaar admeasurement for such apps at Rs 100 crore in India. It is a business awash with potential, and India is a bazaar these players cannot ignore.
Meitu, for one, counts India as its better across market. In China, Meitu is a proprietary eponym: the company’s area of 20 articles accommodate selfie phones, selfie-editing apps, and photo- and video-sharing platforms. Together, they aback Meitu 300 amateur account alive users (MAUs) in acreage China, according to the listed company’s anniversary address of 2017-18. Outside China, it has over 110 amateur MAUs.
“We are aggressive adjoin Snapchat and Facebook. I’m not adage it, the numbers are,” says Priyanka Sharma, Meitu’s India business development manager. Meitu’s India adventure started in July 2016 with the barrage of BeautyPlusMe, now rebranded as PlusMe. It’s a 3x lighter adaptation of Meitu’s flagship photo-editing app, BeautyPlus, and meant for users in tier-2 and -3 India who can’t allow to download a 48MB app on their phones.
PlusMe became India’s best trending app on Android that year. Then, in 2017, the aggregation launched BeautyPlus in India, forth with added accepted adorableness apps such as MakeupPlus and AirBrush. BeautyPlus now ranks 30th on Play Store’s Top Chargeless Apps blueprint in India, abundant advanced of cab aggregators such as Ola and Uber, hyperlocal majors like Swiggy and the one-time-millennial-favourite Snapchat.
Globally, bazaar analysis aggregation App Annie ranked BeautyPlus amid the top 8 non-gaming apps on iOS for three afterwards years from 2014. Sharma says a lot of her accompany from academy use BeautyPlus. They don’t go accessible about it, though. She ample this out aback some of them forgot to abolish the app’s watermark from their pictures. That’s the claiming in India, she says.
People don’t appetite to aboveboard allocution about application these apps. “They column edited pictures of themselves but appetite their accompany and followers to accept that ‘this is how I woke up’.”
Marketing adorableness apps in India is a challenge, says Vinita Joshi, Meitu India’s above business manager. “They’ll use it in clandestine and corruption it in public.” BeautyPlus has approved to accouterment this claiming by roping in celebrities like Shilpa Shetty to column pictures application its filters. It additionally alien accepted cine filters, such as the aristocratic attending of Deepika Padukone from Padmaavat for women and the bleeding but able actualization of Ranveer Singh from the aforementioned cine for men.
“This is abandoned a agency to absorb and clarify the user base,” says Sharma. Best of these apps absorb abutting to annihilation on chump acquisition.
Rajat Gupta, arch of advance business at Times Internet (it is allotment of the aforementioned accumulation that brings out ET Magazine), had led the barrage of B612, a selfie-editing app, in 2014 aback he was alive with the mother cast Line Corp. “People took to B612 because it accustomed them to adapt a photo by assuming filters alike afore you clicked the picture.”
There was no account set abreast to advance B612. His authorization was to advance Line messenger(which was accustomed by amateur Katrina Kaif ). Everything abroad was in the periphery.
Four years hence, Line agent is continued forgotten, while B612 is one of the top bristles photo-editing apps in India. For those apprehensive about the name, B612 is the asteroid from the acclaimed French novella, The Little Prince. “The artefact administrator had apprehend a lot of fantasy belief in his childhood,” quips Gupta.
The realisation that there was no antagonism in the men’s articulation in the photo-editing app apple fabricated Bengaluru-based developer Sunitha Gadigota attending at the space. In December 2016, she launched Hairy — a hairstyle alteration app for men. Today, it is the fourth-most accepted photography app in India on Android. Men in bank 2 and 3 towns sometimes download at atomic two photo-editing apps, says Lava’s Nigam.
Some of these downloads appear because entry-level smartphone users from baby towns are not able to go aback to absence settings on the aboriginal app. Gadigota’s aggregation Pixel Force runs several added photo-editing apps for both sexes. She earns Rs 3 crore annually from in-app advertising, her abandoned acquirement stream. Monetisation strategies accept not acquired admeasurement to user advance in this category.