This document provides an overview of the Indonesian mobile market in 2013. It summarizes that there were 74 million mobile users in 2012 growing to an estimated 141 million by 2020. It also breaks down the Indonesian population and average household expenditure by socioeconomic class. The document reviews the top mobile apps in Indonesia which are mostly free creative content apps, games and messaging apps and the platforms and devices Indonesians use. It provides insights into Indonesian customers' behaviors, challenges and spending habits to understand how to pivot mobile products for the market. Revenue models are also examined showing a shift towards B2C models from 2011-2013.

1. Indonesia Mobile Market
Overview 2013

2. Know the Market
Indonesian population 2012
(Millions)
--2.5
Monthly household expenditure
(IDR Millions)
Elite
Indonesian population 2020
(Millions)
7.5 and more
6.9
6.6
Affluent
5.0 –less than 7.5
16.5
23.2
Upper middle
3.0 –less than 5.0
49.3
41.6
Middle
2.0 –less than 3.0
68.2
44.4
Emerging middle
1.5 –less than 2.0
50.5
65.4
Aspirant
1.0 –less than 1.5
47.9
64.5
Poor
Less than 1.0
28.3
74 Mio MACs in 2012
141 Mio MACs in 2020
Source: BCG, March 2013

3. See the Trend
Source: Red Wing Asia, 2013

4. Competitors Benchmark
Unit Analysis
Touchten
Agate Studio
Tanoshii Studio
Waki Mobi
Major
Applications
Games
Games
Games, Creative
Biz
software, Utilities
apps, Games
Platform
iOS
Facebook, Web
(Flash/HTML5), i
OS, Android, Win
dows
Mobile, Nokia
Web
(Flash/HTML 5),
iOS
(iPhone/iPad),
Android,
Blackberry 10
Java, Windows
Mobile, iOS,
Android,
Blackberry 10
Business Model
Paid (B2C)
Paid (B2C)
B2B, Free
(games)
B2B, Free
(games)
Target Market
International
National
National
National

5. Mobile Apps Products in Indonesia
• Free Apps
– Creative content Apps
• More localized
• Get to know the market!
• Paid Apps
– Games
• Major platform: iOS
• Distributed; international market

6. Understand Indonesian Costumers
Source: Yahoo! & TNS Global, 2013
Source: e-Marketer, Jan 2013

7. Understand Indonesian Costumers 2
Top 10 Free Download Apps
Google Play
Instant Messenger (Whatsapp, Line, Wechat, Kakao)
Social Network (Facebook, Twitter)
Photo Editor (Instagram, Camera360)
Web Browser (Opera Mini)
Games (Despicable Me)
iTunes
Games (Despicable Me, Monster University, Flying with Mr. Bean, Can You
Escape, Monny, Candy Crush Saga)
Utility (Battery Saver)
Instant Messenger (KakaoTalk)
Photo Editor (Typic Pro, Wonder Camera)
Windows Store
Instant Messenger (Line, Skype)
Games (Endless Skater, Pinball FX2)
Translator (Bahasa Dictionary, Bing Translator)
Photo Editor (Adobe Photoshop, Instagram)
Web Browser (Google)
Social Network(Twitter)
Source: App Annie, as of June 2013

8. Understand Indonesian Costumers 3
What challenges is
he facing?
How often does he
use?
What are his
habits?
What does she think
about?
How much does she
spend on?
Where does she
buy?

9. Pivot the Product!
280 Mio
Connected to mobile devices
240 Mio
192 Mio
58 Mio
30 Mio
Total population, 55% under 30 years old
Mobile phone ownership
Smartphone penetration
3G subscription
14 Mio
PC or laptop owners
Source: Andy Zain, Founders Institute, 2013

10. Revenue Model Breakdown
Revenue Model
Count of Pre 2011
Count of 2011
Count of 2012
10
Count of 2013
10
8
7
6
5
4
4
3
3
3
3
2
3
2
1
B2B
B2B2C
B2C
C2C
Source: Red Wing Asia, as of June 2013

11. Business Process: Scope of Interest
Digital Startup Trend
Count of Pre 2011
Count of 2011
Count of 2012
Count of 2013
14
11
8
6
1
1
1
2
3
1
1
1
1
1 1
2
1 1
1
1 1
1
1 1 1
1 1
2
1
2
1
2
Source: Red Wing Asia, as of June 2013

12. Christine Siagian
COO, Co-founder at Inlite Indonesia
Christine(at)inlite(dot)co(dot)id