As the Mobile World Congress 2018 winds down, there’s still plenty of news that’s being discussed by the media and the public.

APUS, founded by Tao Li, is known for creating ‘A Perfect User System’ that provides an all in one internet solution for Android smartphone users. APUS has upgraded its new ecosystem to offer more tailored services to its users around the world.

Uncover the market, identify the opportunity

According to Google, there are 2 billion monthly active devices using the company’s Android operating system. This makes it the biggest mobile operating system in the world, which is still growing every month. APUS Group plays a significant role in this growth, especially in emerging markets. APUS now covers more than 195 countries across six continents and 95 percent of its users live outside of China.

The user needs in emerging markets are very different to those in developed markets. In emerging countries, APUS focuses on product development and usability. In the West and other more developed areas, APUS focuses on providing richer content and services.

By 2022 there will 6.1 billion mobile subscribers. More than three billion people in developing countries will get their first smartphone. For many of them, it will be more than a phone: it will be the first time they have access to the internet. It has the potential to change their lives and it will be a gateway to healthcare, information, education, jobs, banking, shopping, entertainment and social media.

APUS has built relationships with companies including MSN, and Huawei. MSN, for instance, gives users personalized access to entertainment and news content using APUS Smart Personalization Technology. This allows APUS to give users in the West high-quality content and service that will become even richer over time.

APUS user growth benefits from its powerful tool DNA

In 2017, CB Insights listed 197 unicorn companies around the world. APUS is one of them and is founded in the sectors of mobile software and services, along with the companies Inmobi and Garena. Those companies focus on the domestic market. Because of that, journalists often ask Tao why APUS is able grow in foreign countries, instead of only in China. Tao always answers:

“I understand what our users really need. The fundamental value that APUS creates is to bring our users the best user experience. Unlike hardware, software is very iterative in a fast-changing environment. You can’t wait until the perfect time to launch a product online.  Ultimately, it is the market that tests your product.”


 APUS’ successful product strategy incorporates a suite of products to form the APUS User System. APUS’ success is supported by the right market strategy, targeting fresh users in emerging markets. Tao Li leveraged the power of venture capital within APUS, investing all initial efforts on user acquisition across the globe. In the beginning, APUS hardly focused on monetization.

“I believe there are many ways to generate revenue, it’s simply not our current strategy. Facebook’s monetization didn’t commence until it had a massive user base. Sheryl Sandberg persuaded Mark Zuckerberg to adopt ads as its monetization. Utility apps development and tech development are in our DNA.”

In October 2017, the star product of the APUS family, APUS Launcher, was among the 15 apps selected by Huawei App Gallery at the Eco-Connect Summit in Berlin. APUS Launcher was the only Chinese app among the 15 selected apps. Huawei’s very strict criteria for the App Gallery include being ranked over 4.3 in the Google Play Store and the number of downloads. This shows that APUS is the choice of the market and the choice of the users. APUS products create innovative ways for people to use their Android smartphones.

APUS cloud platform technology fastens the speed of building new APUS ecosystems

Previously, the content and service integration into the APUS Ecosystem took quite a long time to realize technically. In the end of 2017, APUS started to implement its cloud platform technology. Tao disclosed this in an interview during MWC2018. The project is said to use Google’s technology, coupled with AWS technology. APUS made its own design for the APUS cloud platform tailored for APUS data use. This enhanced the data transfer and storage capability with up to six times. The high efficiency dramatically shortens the integration processing time, which means the new content and service providers do not need to wait for a long time when integrating into the APUS ecosystem. This enables APUS global users to enjoy more diverse services such as news feeds, videos, entertainment, shopping and booking.

Tao is obviously very optimistic about the future of the APUS ecosystem. He has the reasons as its big data technology and cloud platform will undoubtedly play an important role for APUS’ new ecosystem. Common APUS users may hardly understand the technology behind the ecosystem, however, it is certain that they will explore more when using APUS’ new ecosystem.