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Commerce + Mobile:
Evolution of New Business Models in SEA
Sheji Ho | July 2015
About aCommerce
Singapore | Thailand | Indonesia | Philippines
The Leading End-to-End Ecommerce
Solutions provider in S.E. Asia
FOUNDED IN...
Singapore | Thailand | Indonesia | Philippines
4
End-to-end ecommerce solutions
Ecommerce Strategy &
Consulting
Web & Mobi...
Singapore | Thailand | Indonesia | Philippines
5
Raised over $15M in venture capital in 2 years
Evolution of New Business
Models in Southeast Asia
Singapore | Thailand | Indonesia | Philippines
7
Two major forces driving change in SEA
SEA jumped
straight into
Web 2.0
S...
Singapore | Thailand | Indonesia | Philippines
8
SEA skipped Web 1.0/1.5
0% 0% 0% 1% 2% 4% 6% 8% 10% 11%
16% 18%
21%
25%
2...
Singapore | Thailand | Indonesia | Philippines
9
SEA skipped Web 1.0/1.5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1995 ...
Singapore | Thailand | Indonesia | Philippines
10
“No Tail”in SEA because it skipped Web 1.0/1.5
User generated content cr...
Singapore | Thailand | Indonesia | Philippines
11
No-Tail implications on ecosystem in SEA
• Relatively simple ad tech env...
Singapore | Thailand | Indonesia | Philippines
12
SEA is the only truly“mobile-first”region
28%
34%
44%
49%
64%
84%
98%
10...
Singapore | Thailand | Indonesia | Philippines
13
Mobile leapfrogging in SEA
1% 3%
17%
30%
56%
0%
10%
20%
30%
40%
50%
60%
...
Singapore | Thailand | Indonesia | Philippines
14
Mobile leapfrogging in SEA
Thailand has more mobile phones connected to ...
Singapore | Thailand | Indonesia | Philippines
15
Lazada, the“Amazon of SEA”, now getting
over 50% of traffic from mobile ...
Singapore | Thailand | Indonesia | Philippines
16
Reading tea leaves: predicting the future
in SEA by looking at China
Singapore | Thailand | Indonesia | Philippines
17
China skipped Web 1.0/1.5 too!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
10...
Singapore | Thailand | Indonesia | Philippines
18
Accelerated development and proliferance of
e-commerce and other non-ad ...
Singapore | Thailand | Indonesia | Philippines
19
Accelerated development and proliferance of
e-commerce and other non-ad ...
Singapore | Thailand | Indonesia | Philippines
20
Thailand and Indonesia: social media users make
money from e-commerce, n...
Singapore | Thailand | Indonesia | Philippines
21
Visit Instagram shop Browse products Inquire about product via Line
Singapore | Thailand | Indonesia | Philippines
22
Get payment details Confirm payment Ship & track order
Singapore | Thailand | Indonesia | Philippines
23
Line testing e-commerce monetization in addition
to selling official acc...
Singapore | Thailand | Indonesia | Philippines
24
Line testing e-commerce monetization in addition
to selling official acc...
Singapore | Thailand | Indonesia | Philippines
25
Line Groceries: first global grocery deliveries
pilot… in Thailand
Singapore | Thailand | Indonesia | Philippines
26
Line Groceries: first global grocery deliveries
pilot… in Thailand
Singapore | Thailand | Indonesia | Philippines
27
Key takeaways
1. “No-Tail” landscape
• Accelerated growth of e-commerce ...
Singapore | Thailand | Indonesia | Philippines
28
A peek into the future:
Thai high school student’s homescreen
Thailand Office
946 Dusit Thani Building, 4th fl., Rama IV
Rd. Bangrak, Bangkok, Thailand 10500
Indonesia Office
Jalan Wij...
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aCommerce Mobile World Congress - New Business Models in Southeast Asia

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By Sheji Ho, Chief Marketing Officer of aCommerce
The mix between commerce and mobile results in a revolution of new business models in Southeast Asia

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aCommerce Mobile World Congress - New Business Models in Southeast Asia

  1. 1. Commerce + Mobile: Evolution of New Business Models in SEA Sheji Ho | July 2015
  2. 2. About aCommerce
  3. 3. Singapore | Thailand | Indonesia | Philippines The Leading End-to-End Ecommerce Solutions provider in S.E. Asia FOUNDED IN 2013 With over 360 staff across Singapore, Thailand, Indonesia, and Philippines REVENUE 3x Tripled revs in second half of 2014 CLIENTS 100+ 30% are in Fortune top 1,000, 70% are recurring with 1-2 year agreements MARKET GROWTH 30% Year-on-Year growth for B2C and B2B Ecommerce market in S.E. Asia
  4. 4. Singapore | Thailand | Indonesia | Philippines 4 End-to-end ecommerce solutions Ecommerce Strategy & Consulting Web & Mobile Development Production, Photography, Copy Writing Digital Marketing, CRM, and Data Channel Management on E-tailers & Marketplaces Payment Gateways Sourcing & Merchandising Cross Border & Custom Clearance ERP Integration & Accounting Management Customer Service & Call Center Warehousing and Order Fulfillment Nationwide and Next Day Delivery with COD We focus on sales by providing turn-key solutions that drive a customer’s path to purchase With our own fulfillment centers, delivery fleet, and proprietary technology we manage the entire E-commerce logistics supply chain Demand Fulfillment Demand Generation
  5. 5. Singapore | Thailand | Indonesia | Philippines 5 Raised over $15M in venture capital in 2 years
  6. 6. Evolution of New Business Models in Southeast Asia
  7. 7. Singapore | Thailand | Indonesia | Philippines 7 Two major forces driving change in SEA SEA jumped straight into Web 2.0 SEA truly “mobile- first” 1. Commerce-, not ad-driven business models (mainly e- commerce) 2. Mobile, not desktop as dominant platform for business Unique ecosystem creating distinct local opportunities at convergence of commerce + mobile
  8. 8. Singapore | Thailand | Indonesia | Philippines 8 SEA skipped Web 1.0/1.5 0% 0% 0% 1% 2% 4% 6% 8% 10% 11% 16% 18% 21% 25% 29% 31% 39% 39% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Internet Penetration (# Internet Users / Population) US China Thailand Internet in SEA didn’t hit mainstream until Web 2.0 Source: Pew Research Center, CNNIC, NECTEC, Wikipedia
  9. 9. Singapore | Thailand | Indonesia | Philippines 9 SEA skipped Web 1.0/1.5 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 US China Thailand Web 1.0 – “Homepages” US: 36% TH: 1.1% CN: 0.1% US: 61% TH: 9.5% CN: 5.3% US: 75% TH: 21.3% CN: 15.9% Web 1.5 – “Self-Publishing/Blogging/UGC” Web 2.0 – “Social Media” Source: Pew Research Center, CNNIC, NECTEC, Wikipedia
  10. 10. Singapore | Thailand | Indonesia | Philippines 10 “No Tail”in SEA because it skipped Web 1.0/1.5 User generated content creation mainly happening on closed systems such as Facebook, Instagram, and Line
  11. 11. Singapore | Thailand | Indonesia | Philippines 11 No-Tail implications on ecosystem in SEA • Relatively simple ad tech environment • Affiliate marketing still nascent • Demand-side platform (DSP) market still nascent • Accelerated development and proliferance of e- commerce and other non-ad based business models • “Traditional” digital agencies’ scope reduced to executing global contracts and buying offline media (in US, these agencies still have a role to play due to complicated ad tech environment)
  12. 12. Singapore | Thailand | Indonesia | Philippines 12 SEA is the only truly“mobile-first”region 28% 34% 44% 49% 64% 84% 98% 104% 112% 121% 132% 143% 0% 20% 40% 60% 80% 100% 120% 140% 160% Mobile Phone Penetration (# mobile phone subscribers / population) US China Thailand Average Thai user has 1.4 mobile phones Source: Wikipedia, CTIA, Pew Research Center, NBTC, iimedia, ITU
  13. 13. Singapore | Thailand | Indonesia | Philippines 13 Mobile leapfrogging in SEA 1% 3% 17% 30% 56% 0% 10% 20% 30% 40% 50% 60% 2006 2007 2008 2009 2010 2011 2012 2013 Mobile Internet Penetration (# mobile Internet users / population) US China Thailand Thailand already surpassed US and China in mobile Internet penetration in less than 1 year after introducing 3G 3G launched in Thailand Source: Wikipedia, CTIA, Pew Research Center, NBTC, iimedia, ITU, CNNIC, Nielsen, eMarketer, NSO, AIS, dtac, TRUE
  14. 14. Singapore | Thailand | Indonesia | Philippines 14 Mobile leapfrogging in SEA Thailand has more mobile phones connected to the Internet than there are Internet users 3% 8% 44% 77% 139% 0% 20% 40% 60% 80% 100% 120% 140% 160% 2006 2007 2008 2009 2010 2011 2012 2013 Mobile Internet Users as % of Internet Users US China Thailand Source: Wikipedia, CTIA, Pew Research Center, NBTC, iimedia, ITU, CNNIC, Nielsen, eMarketer, NSO, AIS, dtac, TRUE
  15. 15. Singapore | Thailand | Indonesia | Philippines 15 Lazada, the“Amazon of SEA”, now getting over 50% of traffic from mobile only
  16. 16. Singapore | Thailand | Indonesia | Philippines 16 Reading tea leaves: predicting the future in SEA by looking at China
  17. 17. Singapore | Thailand | Indonesia | Philippines 17 China skipped Web 1.0/1.5 too! 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 US China Thailand Web 1.0 – “Homepages” US: 36% TH: 1.1% CN: 0.1% US: 61% TH: 9.5% CN: 5.3% US: 75% TH: 21.3% CN: 15.9% Web 1.5 – “Self-Publishing/Blogging/UGC” Web 2.0 – “Social Media” Source: Pew Research Center, CNNIC, NECTEC, Wikipedia
  18. 18. Singapore | Thailand | Indonesia | Philippines 18 Accelerated development and proliferance of e-commerce and other non-ad based business models Tencent: over 80% of revenue from digital goods and e-commerce Source: The Economist
  19. 19. Singapore | Thailand | Indonesia | Philippines 19 Accelerated development and proliferance of e-commerce and other non-ad based business models Mogujie: started out as a Chinese Pinterest clone but quickly pivoted into e-commerce and social shopping
  20. 20. Singapore | Thailand | Indonesia | Philippines 20 Thailand and Indonesia: social media users make money from e-commerce, not advertising Est. 1/3 of total Thailand e-commerce GMV from transactions on“shadow marketplaces”– Instagram, Facebook, and Line Source: AT Kearney, Tech in Asia, aCommerce internal data
  21. 21. Singapore | Thailand | Indonesia | Philippines 21 Visit Instagram shop Browse products Inquire about product via Line
  22. 22. Singapore | Thailand | Indonesia | Philippines 22 Get payment details Confirm payment Ship & track order
  23. 23. Singapore | Thailand | Indonesia | Philippines 23 Line testing e-commerce monetization in addition to selling official accounts and stickers
  24. 24. Singapore | Thailand | Indonesia | Philippines 24 Line testing e-commerce monetization in addition to selling official accounts and stickers
  25. 25. Singapore | Thailand | Indonesia | Philippines 25 Line Groceries: first global grocery deliveries pilot… in Thailand
  26. 26. Singapore | Thailand | Indonesia | Philippines 26 Line Groceries: first global grocery deliveries pilot… in Thailand
  27. 27. Singapore | Thailand | Indonesia | Philippines 27 Key takeaways 1. “No-Tail” landscape • Accelerated growth of e-commerce and alternative business models 2. Truly “Mobile-First” • Mobile instead of desktop-based business models • SEA desktop e-commerce 4-5 years behind China BUT mobile-ecommerce only 2-3 years behind 3. $$$ opportunities at convergence of Commerce x Mobile
  28. 28. Singapore | Thailand | Indonesia | Philippines 28 A peek into the future: Thai high school student’s homescreen
  29. 29. Thailand Office 946 Dusit Thani Building, 4th fl., Rama IV Rd. Bangrak, Bangkok, Thailand 10500 Indonesia Office Jalan Wijaya Timur II No. 13 RT 015 RW 002, Kelurahan Petogogan, Kecamatan Mampang Prapatan Jakarta Thailand Distribution Center 951/1 Soi Preeyanon, Sathupradit Road, Bangpongpang, Yannawa Bangkok 10120, Thailand Singapore Office #05-01, Block 71 Ayer Rajah Crescent Singapore 139951 Singapore | Thailand | Indonesia | Philippines ThankYou! 29 Sheji Ho Group CMO, aCommerce E: sheji@acommerce.asia M: +66 (0)92-265-1700 Skype: sheji_ho Address: 946 Dusit Thani Building, 4th fl., Rama IV Rd. Bangrak, Bangkok,10500 Thailand

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