2. Still all about #1
Now 4.0013 billion mobile users, but still only one me
3. Asia’s mobile Internet population
Mobile Internet unique users, Asia
1,600,000,000
1,400,000,000
Other
Vietnam
1,200,000,000
Thailand
Taiwan
1,000,000,000 South Korea
Singapore
Philppines
800,000,000
New Zealand
Malaysia
600,000,000 Japan
Indonesia
India
400,000,000
Hong Kong
China
200,000,000 Australia
-
2009 2010 2011 2012 2013 2014 2015
Source: mobileSQUARED, Asia report 2010
4. The users, by device category
Device % of voice across selected markets
100%
90%
80%
70%
60%
Legacy
50% Featurephones
Smartphones
40%
iPhone
30%
20%
10%
0%
2009 2010 2011 2012 2013 2014 2015
Source: mobileSQUARED, Asia report 2010
5. Mobile is same as web, only different
Delivering traffic via search – ranging from 12% for all users to 55%
for iPhone users. So it’s important but not ubiquitous (Source –
eMarekter)
Delivering traffic via display – plenty of options for ad networks and
exchanges but buying solely on price isn't wise. Users expect to be
delivered to something entertaining and valuable; they won't hang
around if they're not.
Delivering for mobile – design for screen size, browsing flexibility,
handset variants and speed. Everyone doesn’t have an iPhone (just
like a few years ago everyone didn't have Broadband or flash) .
6. Far from perfect
End of Honeymoon period =
behavioural change
Users congregate to iPhone-
optimised sites
However:
iPhone optimised sites
cannot be overridden
Users need options
7. Don’t forget Nokia
Top devices for
mobile internet
usage
Top OEMs for mobile internet usage
Ranking Device
1 Nokia5130 11% Ranking OEM
2 Nokia3110c 8% 1 Nokia 65%
3 Nokia2700c 7% 2 SAMSUNG 13%
4 Nokia7210 6% 3 SonyEricsson 9%
5 Nokia6300 3% 4 LG 1%
6 NokiaN70 3%
5 HUAWEI 1%
7 Nokia6233 2%
6 Micromax 1%
8 Nokia2626 2%
7 Motorola 1%
9 SAMSUNG-GT-C3010 2%
10 NokiaN72 1%
11 SAMSUNG-GT-S3310 1%
12 Nokia3500c 1%
13 Nokia5300 1%
14 Nokia5310 1% 28% of browsers in
15 Nokia6303 1%
16 NokiaN73 1%
India are Opera Mini
17 SonyEricssonK750i 1%
18 SonyEricssonW200i 1%
19 Nokia2730c 1%
20 Nokia5200 1%
Source: mobileSQUARED, Asia report 2010, On Device Research
9. Who is going where?
Source: mobileSQUARED, Asia report 2010
10. China
Mobile Internet application users, China, 2009
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Mobile TV Mobile Email Mobile online Mobile social Mobile online Mobile Mobile Mobile
gaming networking music search reading chatting
Source: mobileSQUARED, Asia report 2010, CNNIC
11. How often do you browse the Internet using your
mobile phone?
60%
India 50%
40%
30%
20%
10%
0%
At least 1 hour per Everyday Several times a A f ew times a I do not use the
day week month mobile Internet
Traffic based on consumer behaviour
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
Source: mobileSQUARED, Asia report 2010
-
Hourly usage Daily Several times a A f ew times a
week month
12. Which types of mobile internet sites do you visit
on your mobile phone?
12,000,000
India 10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
Where do you use the internet on your mobile
100%
90%
phone?
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: mobileSQUARED, Asia report 2010
At home At university At work Other (please Whilst on Whilst outside
or school state) public
transport
13. The Top Sites
Average browsing session in Asia10-15 mins
Site will lose 25-30% of users per click – (originally >50%)
• Based on 1 million users of site X, if they go 10 pages into site,
would previously have 977 users, now 56,314.
• Improvement of 5,764%.
Users gravitate towards 10 “favourite” sites
including: Social networking site, business networking site, news, sport,
finance, fashion, entertainment
On average a user will have up to 6 “set” sites and 4 “floating” sites.
Ambition for brands is to become a “floating” site with a goal of
becoming a “set” site.
14. The mobile site hierarchy
#1 mobile site behaviour
100%
90%
80%
70%
60% Sites of uncertainty:
50% Target for brands
40%
30%
20%
10%
0%
Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10
15. WAP landing pages
Spend
Campaign 1
Campaign 2
Campaign 1
Campaign 3
Campaign 1 Campaign 2
Campaign 2 Campaign 3 Campaign 4
Campaign 5
Campaign 3 Campaign 4
Year 1 Year 2 Year 3 Time
Fractured approach
16. The mobile platform
Spend
Ongoing communication
Camp. 3
Campaign 1 Camp. 2
Brand Consumers
Presence
Time
17. Mobile Internet: raising awareness
38
76% that clicked on
+36% the ad would be likely
to buy the product
28
+267%
11
3
Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)
18. We’re a social lot
Source: mobileSQUARED, Asia report 2010, Trendstream
19. And we influence
Source: mobileSQUARED, Asia report 2010, Trendstream
20. And we’re starting to make decisions
% of buyers who researched prior to purchase (offline and online)
Source: mobileSQUARED, Asia report 2010, Trendstream
21. Part 2: Communicating with #1
MESSAGING
MOBILE INTERNET
CONSUMER ATTENTION
SOCIAL NETWORKING
CONSUMER REACH
