1. ‘APP-SOLUTELY’
WHEN THE DOWNLOADING IS
DONE, THE STORY BEGINS
Sagar Tamang
Executive Director, Telecom Industry Group,
Southeast Asia

2. AMPLE INTELLIGENCE ON APP ‘DOWNLOADS’ IS
AVAILABLE TODAY

3. LIMITED KNOWLEDGE OF ACTUAL ‘USAGE’ PERSISTS
WHO ARE
THESE APPS
POPULAR
HOW
ENGAGED
ARE USERS?
WITH?

4. IT’S WHAT HAPPENS AFTER THE APP IS DOWNLOADED
THAT MATTERS
Download
completed
Track engagement
Reach consumers with
high engagement

5. BECAUSE WE KNOW WHAT SMARTPHONE USERS…..
SAY
DO

6. IN REALITY, PEOPLE USE THEIR SMARTPHONES
MORE THAN THEY SAY THEY DO
Web Browsing
90%
DO
SAY
40%
Social Networking
DO
SAY
IM/CHAT
DO
SAY
SMS/MMS
DO
SAY
90%
60%
90%
50%
50%
Source: Smartphone Insights 2013 & Nielsen Informate Mobile Insights June 2013
90%

7. UNCOMMON INSIGHTS
for mobile marketers in Asia

8. 1/10
SMARTPHONE ADOPTION CONTINUES TO GROW
STEADILY IN ASIA
Smartphone
13%
58%
13%
73%
20%
Non-Smartphone
25%
29%
51%
77%
27%
59%
87%
87%
80%
75%
65%
71%
27%
49%
18%
23%
Hong Kong Singapore Malaysia Australia
Source: Nielsen Smartphone Insights 2013
82%
China
Thailand Indonesia
10%
18%
India
70%
85%
NA
NA
30%
15%
Philippines Vietnam
2011/2012 smartphone penetration
Vietnam data is for 2012

9. 2/10
YOUNGER CONSUMERS ARE DRIVING ADOPTION
IN MOST MARKET
Smartphone ownership among mobile phone users
87%
87%
80%
Hong Kong Singapore
Malaysia
75%
Australia
75%
China
49%
23%
Thailand
Indonesia
18%
India
15%
30%
Philippines
Vietnam
Adoption Driven by
BOTH
BOTH
MALES
25-34
yo
45-64
yo
16-34
yo
BOTH
16-34
yo
FEMALES
25-49
yo
MALES
MALES
MALES
MALES
MALES
16-34
yo
16-34
yo
16-24
yo
25-34
yo
16-34
yo
Source: Nielsen Smartphone Insights 2013

10. 3/10
AND THEY ARE USING SMARTPHONES DIFFERENTLY
INDUSTRY

11. 4/10
SMARTPHONES ARE CHANGING BEHAVIOR
52% of
Russian
Americans using
dating
apps has
already doubled
since 2012 reaching 13.7million
smartphone owners
use apps for
maps/navigation
and search
60% of
Indian
smartphone users
watch video on
mobile
40% of
smartphone owners
South Korea
and China use
in
their devices while
shopping
Source: Nielsen Smartphone Insights 2013
85%
consumers in the US
use a mobile device
while watching
TV

12. 5/10
CONSUMERS ARE BEGINNING TO USE APPS
MORE THAN 1.2
BILLION APP
USERS
GLOBALLY
1 IN EVERY 5 MOBILE
USERS GLOBALLY TODAY
APP USERBASE EXPECTED TO GROW 4 TIMES IN THE NEXT 4 YEARS
Source: Portio Research via mobiThinking

13. Q:
WHICH COUNTRY'S CONSUMERS SPEND MAXIMUM
TIME ON THEIR SMARTPHONES PER DAY?
a. INDONESIA
b. MALAYSIA
c. PHILIPPINES
d. THAILAND
A:
MALAYSIA ~ 4 HOURS / DAY

14. 6/10
SMARTPHONE USERS: A CAPTIVE AUDIENCE FOR YOU
Total Active Time On Phone
249
209
196
171
45
41
Philippines
Total Time
50
69
63
40
Indonesia
Mins on Comms
51
71
70
46
Thailand
Mins on Apps
Malaysia
Mins on Entertainment
Source : Nielsen Informate Mobile Insights June 2013
66
77

15. 7/10
NEW ‘PRIME TIME’ FOR MOBILE?
Usage of key activities peaks during late night
Malaysia
Thailand
Indonesia
India
Philippines
16
14
12
10
8
6
4
2
0
Source : Nielsen Informate Mobile Insights July 2013
All figures represent time spent in minutes

16. Q:
A:
HOW MANY APPS ARE DOWNLOADED BY SOUTH EAST
ASIAN SMARTPHONE USERS IN A MONTH ON AVERAGE?
a. <10
b. 10-15
c. 15-20
d. > 20
11 APPS IN A MONTH

17. 8/10
APP DOWNLOADED BY TEENS AND YOUNG ADULTS
Males download more apps, except in Thailand
Average # of App Downloads/Month
MALAYSIA
Male
Female
THAILAND
14
12
INDONESIA
10
14
15-24
17
15
12
36-40
14
12
13
40+
11
PHILIPPINES
12
8
8
5
11
25-35
INDIA
13
14
12
9
14
8
14
11
7
13
11
7
9
Source : Nielsen Informate Mobile Insights July 2013
11

18. POLL:
TOP APP
IN SOUTHEAST ASIA?

19. TOP APP
IN SOUTHEAST ASIA?
1st in
Indonesia, Ma
laysia, Philippi
nes and
Vietnam
Top 5 in
Thailand, Mal
aysia
Philippines
and Vietnam
3rd in
Indonesia and
Malaysia
8th in Thailand
4th in
Philippines
and 5th in
Malaysia

20. 9/10
FACEBOOK DOMINATES THE REGION ON ENGAGEMENT
Top 10 Smartphone Apps in South East Asia (June 2013)
PHILIPPINES
Rank
App Name
INDONESIA
Rank
MALAYSIA
THAILAND
App Name
Rank
App Name
Rank
App Name
VIETNAM
Rank
App Name
Facebook
Facebook
Line
Facebook
Facebook
Google Play Store
BBM
Facebook
WeChat
Google +
YouTube
WhatsApp
Top Eleven
WhatsApp
YouTube
Viber
LINE
YouTube
YouTube
Gmail
Candy Crush Saga
Top Eleven
Google Play Store
Google Play Store
Zing MP3
WeChat
Google Play Store
Poker Texas Boyaa
Candy Crush Saga
Google Maps
Facebook Messenger
WeChat
Candy Crush Saga
LINE
Viber
Google Search
Twitter
Whatsapp
Instagram
Candy Crush
Skype
YouTube
Instagram
Viber
Fruit Ninja
Drag Racing
BlackBerry World
Google search
Pou My Pet Alien
Wechat
Source : Nielsen Informate Mobile Insights June 2013
Vietnam: Survey Data

21. CHAT & VOIP APPS ARE BECOMING BIG
Pressure on Traditional Methods of Communication but also Provides Large ‘Reach’ Opportunity
PHILIPPINES
Rank
App Name
INDONESIA
Rank
MALAYSIA
THAILAND
App Name
Rank
App Name
Rank
App Name
VIETNAM
Rank
App Name
Facebook
Facebook
Line
Facebook
Facebook
Google Play Store
BBM
Facebook
WeChat
Google +
YouTube
WhatsApp
Top Eleven
WhatsApp
YouTube
Viber
LINE
YouTube
YouTube
Gmail
Candy Crush Saga
Top Eleven
Google Play Store
Google Play Store
Zing MP3
WeChat
Google Play Store
Poker Texas Boyaa
Candy Crush Saga
Google Maps
Facebook Messenger
WeChat
Candy Crush Saga
LINE
Viber
Google Search
Twitter
Whatsapp
Instagram
Candy Crush
Skype
YouTube
Instagram
Viber
Fruit Ninja
Drag Racing
BlackBerry World
Google search
Pou My Pet Alien
Wechat
Source : Nielsen Informate Mobile Insights June 2013
Vietnam: Survey Data

22. Q:
WHO SPENDS MORE TIME ON CHAT APPS?
MEN OR WOMEN?
a. Men (30%+ more)
b. Men (10-20% more)
c. Women (10-20% more)
d. Women (30%+ more)
A:
Women spend 50% more time

23. WOMEN LOVE TO CHAT
What are we doing about it? Target females with chat features and related
value propositions
Time spent in minutes per day on chat apps
56
50
50
46
42
31
30
18
18
8
Malaysia
Thailand
Indonesia
India
Source : Nielsen Informate Mobile Insights July 2013
Philippines

24. 10/10
THE MARKET FOR IN-APP ADVERTISING LIKELY TO
GROW 5X BY 2017
In-app advertising will reach $10.4 Billion by 2017. 5 Times the size in 2012
TOTAL IN-APP
$12,000
ADVERTISING
SPEND ($M) ON
MOBILE DEVICES
SPLIT BY 8 KEY
REGIONS
2012-2017
$0
2012
Source: Juniper Research
• AFRICA & MIDDLE EAST
• REST OF ASIA PACIFIC
• INDIAN SUBCONTINENT
• FAR EAST & CHINA
• CENTRAL & EASTERN EUROPE
• WESTERN EUROPE
• LATIN AMERICA
• NORTH
AMERICA
2017

25. SMARTPHONE ENGAGEMENT CONTINUES UPWARDS
A WINNING MOBILE STRATEGY?
APP-SOLUTELY

26. REMEMBER THAT THE STORY JUST BEGINS AFTER
THE DOWNLOADING IS DONE
WHAT + WHO + WHEN=
APPS & CONTENT TO
TARGET
DEMOGRAPHIC
YOUNG VS. OLD
MALES VS. FEMALES
DAYPART
DYNAMIC REACH
DRIVING
GROWTH

27. P