Presented by Melissa Gil, Director, Customer Intelligence, SingTel & Bruce Wells, Managing Director and President, Asia, Vision Critical at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. Understanding the new paradigm
How to incorporate mobile research into our industry
Presented by:
Melissa Gil
Director, Customer Intelligence
L!ving Analytics, Group D!gital L!fe
SingTel
Bruce Wells
Managing Director and President, Asia
Vision Critical
31 January 2013

4. The Engagement Model Has Changed

5. Respondents are people
We care about them
We want them to have a
good experience

6. Singtel Digital Advisors

7. The
SingTel Digital Advisors
Experience
Connecting Brand & Customer
Resulting in
Through Interesting, Better,
Building Customer Convenient &
Engagement Iterative &
Relevant Activities Continuous
Learning

8. SingTel Digital Advisors
Setting up the SingTel Digital Advisor Community Panel
WHO WHAT WHEN
Branded online
SingTel customers community Launched Jan 2012
Mainly smartphone owners Quant and some qual
research focusing on digital
footprint of customers
Where WHY HOW
To engage SingTel SingTel database
Online – via PCs, customers
mobiles, and tablets Incentives include a good mix
• Obtain timely subscriber
of intrinsic and extrinsic
feedback on new and existing
products/ services motivators
• Test advertising/ concepts/ apps

9. SingTel Digital Advisors: Key Facts

10. Community Research Ecosystem
Online
discussion App testing
groups
Fun & Recruiting
U&A
Engagement for in-person
Employee Website Prioritising Consumer
surveys testing features Behaviour
Focus Product Concept
groups naming testing

11. Business Impact

12. Learnings & Best Practice
 App vs. Mobile Web
 Usability Design
 Understand your Target Audience
 Comparison to PC Results

13. App Versus Platform

14. App Versus Platform
6,500
web-enabled devices
• 4 major platforms
• Many operating systems
• Different input modalities • 4 main browsers
• Screen size/resolution • Standard input
systems
• Nuances (Flash?)

15. The Engagement Model Has Changed
Participating in research
does not have to be monotonous.

16. The Engagement Model Has Changed
Participating in research If you keep people engaged,
does not have to be monotonous. data quality will be better.

17. Seamless Experience

18. Seamless Experience

19. One Size Doesn’t Always Fit All
Highlighters and Click Maps
Page Turners
Multi-media

20. Convenience > Multi-mode
Studies completed
• More devices owned and used for surveys,
more studies completed
• Mobile only device owners complete fewest
number of surveys
22.8
15.7
11.6
6.4 6.6
3.8 4.3

21. Case Study
30% of all completes recorded Studies completed on
from mobile devices… phone:
45% longer than PCs*
72%
20% Studies completed on
tablets:
8% 3% longer than PCs*
*Based on random sample of 10 studies from SingTel Digital Advisors panel

22. Device Used to Complete Survey
48%
13%
65% (two-thirds) are one-
device only respondents
4%
20%
6%
one-third are multi-device
“switchers”
2%
6%

23. Understand your target

24. Demographic Differences in Sample
• Younger respondents are more likely to use a mobile device
Respondent Age
14 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Online respondents Online respondents Mobile respondents
(no mobile device ownership) (own a mobile device)

25. Similar Attitudes Except for Tech
% ‘Very
Happy’ 32% 31% 30%
% ‘Good/Excellent’
Health 76% 67% 64%
% Use Social
Media Daily 61% 42% 37%
% ‘Others rely on
to be up-to-date 70% 51% 38%
with tech’

26. Age Difference
60%
• Younger respondents are more phone-
friendly, and more likely to be solely phone
50% users or mix of PCs and phone
• Older more likely to use PCs and tablets,
less phone-friendly
40%
18-24
25-34
30%
35-44
45-54
20% 55+
10%
0%
Only PC Only phone Only tablet PC and PC and Phone and All three
phone tablet tablet

27. Survey Completion Time by Device
40% Tablet usage highest in the evenings,
as people sit in front of the TV or
35%
relax and browse on a tablet.
30%
25%
20% Desktop
Phone
15%
Tablet
10%
5%
0%
7:00 AM - 12:00 PM - 5:00 PM - 11:00 PM - 3:00 AM -
11:59 AM 4:59 PM 10:59 PM 2:59 AM 6:59 AM
An aggregate of data from 10 randomly selected studies
over the past year.

28. Time lapse of survey completion after invite is sent
Mobile usage heaviest at start of
50%
field (first 2 hours) – likely people
45%
reacting quickly to new emails as
40% they get them on their phones.
35%
30%
25% Desktop
20%
Phone
Tablet
15%
10%
5%
0%
0-1.59hrs 2-5.59hrs 6-11.59hrs 12-24.59hrs 1st day 2nd day More than 3
days
An aggregate of data from 10 randomly selected studies
over the past year.

29. Driven to Engage

30. Q&A

31. Thank you for your time
Interest to hear more?
Please Contact Us Bruce Wells
Managing Director and President, Asia
Vision Critical
E: Bruce.Wells@visioncritical.com
T: +852 9158 8839

32. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

33. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET