This is a snapshot of digital consumer behaviour in Indonesia toward mobile apps and digital products consumption In this deck includes mobile apps case study in order to give relevant insight about this topic

1. CONSUMER BEHAHIOR TOWARD DIGITAL
PRODUCTS IN INDONESIA:
INSIGHTS & CASE STUDY
Indra Gusviyandi
Brand Media Marketing Enthusiast

2. 1
2
3
Table of Contents
A Snapshot of Digital Market in Indonesia
Understanding Indonesian behavior toward Apps
Case Study : Apps Marketing Strategy
5 Key Takeout
4 Digital Creative & Media

3. A SNAPSHOT: DIGITAL MARKET IN INDONESIA
Source: WeAreSocial, 2016
89% of Internet Users are ACTIVE SOCIAL MEDIA USERS (79 Million)

5. 2.3 Million Apps 2 Million Apps
Android Market iOS Apps Store
Source:
• google APAC, Aug 2016
• AppBrain, 2016

6. Smartphone usage in avg.time spent
3 Hours +
27 Minute
TIME SPENT ACROSS DEVICES - INDONESIA
Indonesian spend the majority of time online in their Smartphone
Source: Google Apps Research - Indonesia, 2016

7. APPS INSTALLED BEHAVIOR
33 apps are installed on smartphones with 7 used daily and 22 currently being used
AverageNumber Apps Use Actively per day
Source: Google Apps Research - Indonesia, 2016

8. THE MOST ACTIVE APPS IN INDONESIA
Source: Kadence – Quantitative Research, 2016
The most active apps by Age Group
BBM and Facebook is the most active Apps and followed byWhatsapp and Line
• In all age group, BBM and Fb are still dominant
apps that actively accessed
• Whatsapp mostly active apps by older segment
(20 – 34 years old)
• Instagram most popular in teenagers segment
1 2 3 4 5
Top 5 Most Active Apps

9. Source: Kadence – Qualitative Research, 2016
PREFERRED APPS BY CUSTOMER SEGMENT
Customer preferred Apps that suitable and can help for them in doing daily activities

10. SOURCE OF INFORMATION TOWARD APPS
WORD-OF-MOUTH is the most important factors of apps brand awareness
Source: GfK Research, 2015

12. FOCUSED ON W-O-M & VIRAL MARKETING
Spotify’s growth has been a more modest approach relying on Word-of-mouth,PR
and co-marketing rather than big ad budgets
Launch Strategy:
• Spotify did not rely on big ad budgets; rather,it first focused
on word-of-mouth and a sense of ”exclusivity”
• Instead, it used an invitation-only element to create a viral
element to the service, with users each having 5 invites at first to
share with their friends
Maintenance Strategy:
• It also sponsored music festivals, where users checked-in using
Spotify, and received instant playlists of the bands that
performed during the festivals
• On facebook, Spotify used a “listening to” feature to further
create a viral effect
• On Twitter, it also releases exclusive content that only Spotify
users have access to

13. • At first, GOJEK presence as a solution for
customer problems especially in big city like
Jakarta, TERIBLETRAFIC JAM
SOLVING CUSTOMER PAIN-POINTS AND USING VIRAL
MARKETING THROUGH W-O-M & VIRAL EFFECT
• WOM through Social Media (Fb) to promote
referral code
• Massive in programmatic buying in Google

14. INSTAGRAM : UTILIZING KEY INFLUENCERS AS APPS ENDORSERS TO
PROMOTE AND CREATE MULTIPLIER EFFECTS
Launch Strategy:
Tapping on Key Influencers
• During its launch, Instagram focused solely on
KOLs to promote its app, including Twitter CEO
Jack Dorsey, and Justin Bieber
• After the endorsement by the KOLs, Instagram
subscribers immediately increased to 25,000 on
the first day, and 300,000 within two weeks
BIG STEP and Maintenance Strategy:
ACQUIRED BY FACEBOOK
• After Instagram was acquired by Facebook, by
machine, Instagram contact list will be
synchronized to Facebook. So, Instagram users
would be suggested to follow friends from
Facebook contact list

15. Boosting appsdownloader so rapidlywith gimmick and 360 degree campaign, so that becoming
the Top #1 downloaded Apps in Play store & Apps Store
Total
Installs by Device (Mn)
0,53
4,92
0,77
0,71
6,94
Mar'16 Apr'16 May'16 Jun'16 TOTAL
+829% -84%MoM
Growth
-7.2%
• Gimmick Rp50K has been a strong booster
of apps downloaded growth in the first
month spikes ( almost 4.92 Mio in April 16)
• 360 degree media campaign contributed to
boost up number of downloader
• Retargeting in digital media aimed to
convert to new downloader
MY TELKOMSEL APPS

17. Information corporate, product,
program, event, customer
service, blog, etc
Nation wide promotion,
engagement, activities, fun,
casual, etc
Video content : TVC, on ground
activities, web series, tutorial,
etc
Real time engagement,
customer service, promotion,
live event, etc
Engagement, customer service,
e-magazine, tutorial, etc
Build brand story through
photo & short video content
Social Media Roles

19. No “one size fits all”solution to promoting apps,as different apps successfully utilize different
mediums to promote. Some brands, such as Instagram and Go-Jek focus solely on digital,while
MyTelkomsel Apps and Spotify used a mix of ATL and BTL activities to promote its app
• Media:
• Create awareness via a 360-degree approach on the highest-reaching channels, such as TV and
OOH
• KOLs and Influencers also play a big role in creating word-of-mouth, awareness, as well as
credibility of the app via their endorsement
• Driving app downloads should focus on performance-based ads to drive downloads
• Creative:
• Many different versions of creative assets should be created in order to be as contextual as
possible, and also serve different ads at different times to engage the consumers
KEY TAKEOUT

20. KEY TAKEOUT
No Objective Creative Media Channel Media Rationale
1 Creating awareness • CreativeTVC
• Video amplification
• Creative visual for
social ads
• Microsite
360 degree IMC
• TV
• Radio
• Newspaper
• OOH
• Internet (Search, GDN,
Social Media)
• Events
• KOLs
• Combine all media platform
would obtain higher reach/
impressions
2 Generating brand
familiarities
• Creative visual for
social ads
• Online Display (GDN)
• Mobile internet
• Campaign visualization to
trigger interest
3 Promoting brand
consideration
• Video tutorial
• Infographics
• Creative blogs
• Search
• Website
• KOL (Key Influencer)
• Blog etc.
• Promote audiences to click to
go to web landing page (CTR)
4 Driving traffics/
purchase intention
• Website /Apps
responsiveness
• Programmatic
(Retargeting)
• Website
• lead audiences (retargeting) to
purchase
5 Promoting Loyalty &
Advocacy
• Testimonial from
happy users/ KOL
• Social Media • To maintain brand relationship
via posting on digital media