Understanding South East Asia mobile market behaviour 20140913
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The South East Asia region is an emerging region for mobile business. with high mobile penetration rate and fast growing smartphone adoption, it is poised to be the place to look out for mobile gaming and services businesses
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Understanding South East Asia mobile market behaviour 20140913
- 1. The South East Asia Mobile Environment Preparing for the mobile wave
- 2. Understanding South East Asia 640m Population 11 Countries 200m Internet Users 170 Social Users 690m Mobile Subs
- 3. 3 Understanding South East Asia Market is generally segmented into mature and emerging areas. The terms are coined as Big 6 and Small 5, based on technological advancement or GDP.
- 4. 4 Young and Energetic Population The population in South East Asia is generally young, where over 70% of the people in emerging countries are age 34 and below.
- 5. 5 Social and Content Hungry Social Network User Base Facebook 140m registered users Google+ 56m registered users Youtube 45m unique visitors monthly Twitter 22m registered users The absence of a strong localized social networking service drives SEA online users to global social networking sites. The growth of UCG in SEA has been tremendous and each country has its own specific channels and access in each major social networks which are localized.
- 6. 6 Constantly Online & Connected
- 7. Smartphones below USD$80!!! With phones that cheap, smartphones adoption will grow more than 10% YoY
- 8. Jumping from Wired to Wireless The speed of internet access will pick up in 2015/16 with ISPs and Mobile operators hoping on to the wireless 3G and 4G network to provide broadband services
- 9. Understanding South East Asia Is South East Asia a single region or 9 not?
- 10. 10 How BIG is SEA Mobile Market Worth?
- 11. 11 How BIG is SEA Mobile Market Worth? 689,000,000 Mobile Subscriptions BUT how many smart phones and devices are there actually?
- 12. 12 Market Share of Smart Vs Featured Phones
- 13. Smartphones Numbers in SEA* 60 50 40 30 20 10 0 Smartphones in South East Asia 2014 Indonesia Thailand Vietnam Philippines Malaysia Singapore Quantity Indonesia Thailand Vietnam Philippines Malaysia Singapore Series1 52 28 20 16 10 4.5 *** Data obtained from various sources The estimated number of smartphones in the SEA region is about 130m to 140m.
- 14. 14 The App Stores in SEA SEA market is worth more than USD30m a month (Mar 2014) in total revenue from the official app stores. The above only constitutes the credit card market. Less than 10% of users has credit cards.
- 15. 15 Google Android Vs Apple iOS âą Captures more than 60% of market âą Fueled by low cost OEM phones âą User base is mid to low income âą Championed by Samsung âą High user base, low revenue âą Captures 30% or less of market âą Expensive phone in SEA âą User base is mid to high income âą Apple branding is a prestige âą High revenue, low user base
- 16. Playing Habits of SEA Players There are similarities in the playing behavior due to the progress from PC games to Mobile games. SEA is a region that accepts a wide range of games from the East and West. Success in 1 country can lead to regional success.
- 17. 17 The Growth Potential for Mobile Revenue Market size potential is at least 3 to 5 times bigger than the current appstores revenue combined. Note that only a minority of the gamers has credit cards. Tapping on local 3rd party payment system and operator billing will see the potential maximized.
- 18. 18 Catch the Mobile Wave!!!
- 19. 19 Contacting Me! Robin Sagacious Ng Head of International Business ____________________________ Asiasoft Corporation PCL M: +65 8121 7577 E: robin.ng@asiagroup.net Skype : dweeteng LINE : dweeteng W: www.asiasoft.net Linkedin : http://sg.linkedin.com/in/robinng/
Hinweis der Redaktion
- For SEA, we can split it into 2. the big 6 and small 5. This is not base on country size but more on the country establishment. Big 6 comprises 86% of the population in SEA and indonesia alone is about 40% These 6 are the markets that most of us here will be familiar with. It is big with the population size and with myanmar opening up, it will boost the figures more.
- Breaking down the population further, most of the big 6 has a young population except for singapore.
- With a young population, the opening up of markets, young people are hungry for content. Consumption of videos, music, games and social media are growing strong. Similar to cases in US and China, more internet stars are been discovered and the next justin bieber could be from this region.
- From a survey conducted, SEA internet users spent a great deal of their time infront of their screens, big and small We are totally hook on what we can find on the net. This is becoming more like an addiction. The figures are going up steadily and no doubt that it will hit more than 7 hours for the internet users
- Breaking down the population further, most of the big 6 has a young population except for singapore.
- This article was published in dec 2013. to reach 1.2b in 2017. Given the pace of advancement, 1.2b may be reach earlier before 2017. provided all conditions remains the same
- May whom see this figure will feel puzzled or excited about the prospects of mobile in SEA But what are the actual numbers? From different survey groups, not much can provide a realistic figure. We can only guess. My guess is about 130? 140? How do the numbers exceed the population? Prepaid cards are taken into account Churning of the expired numbers donât take place so fast.
- Smartphones still have room to grow as featured phones still dominated in certain countries. Give it another 2 more years and this will be reversed. Smartphones are getting cheaper and many in rural areas would buy a smartphone first than a computer This could be partially be attributed to the availability of internet service on phone networks where some ISPs would not go
- The 2 major OS here are andriod and apple Looking at the comparison, android is having a good lead and it will just widen the gap Thanks to the low cost OEM phones, it is making it affordable to many in SEA. I can just buy 1 OEM for less than USD100 or a wifi tablet for the same.
- sg.linkedin.com/in/robinng/