1. Indonesia
Social, Digital
and Mobile!
@andyzain
andyzain@mobilemonday.co.id

2. POPULATION
POPULATION
240 000 000
Philippines
93,261,000
Vietnam
86,928,000
Thailand
69,122,000
Myanmar
47,963,000
Malaysia
28,401,000
Cambodia
14,139,000
Singapore
5,077,000

3. CONNECTED!
POPULATION
240 000 000
280,000,000
Mobile
phone
connecMons
115,000,000
Mobile
data
connecMons
30,000,000
3G
connec*ons
2,000,000
Fixed
line
broadband
connecMons
60,000,000
Internet
users

4. PENETRATION
POPULATION
240 000 000
Mobile
Phone
Ownership
80%
Internet
ConnecMon
24%
PC/Laptop
Ownership
5%

5. 47M 29M 1.4M
T RE ND CRE AToR
INDONESIA IS KNOWN BY ITS PASSIONATE USERS
NOT JUST FOLLOWING TRENDS, INDONESIAN HELPS SHAPING THE WAYS OF HOW INTERNET BEING USED

6. INDONESIAN
TWEETS
12% of GLOBAL TWEETS COMES FROM INDONESIA
2.4% IN WHICH COMES FROM JAKARTA
2.3% from TOKYO
2% FROM LONDON
Semiocast
June
2010
Report

7. INDONESIA
&
CHECK-­‐INS
3 OUT OF THE FIRST 20 FOURSQUARE
SUPER SWARMs BADGES were UNLOCKED
in indonesia.
INDONESIA-oWNED blackberry swarm
RECORDED +3,600 CHECKiN ON LOCATION,
WITH OVER 18,000 JUMPERS :)
hZp://abouoursquare.com/

8. INDONESIA
&
FACEBOOK
0
0,00
,00
50
2 YEARS IS THE TIME NEEDED
BY INDONESIA TO BECOME
0
0,00
,50
37
2ND LARGEST FACEBOOK
0
COUNTRY IN THE WORLD
,00
25
,00
0
OVERTAKING UK & FRANCE
0
0,00
,50
12
0
2008 2009 2010 2011
Socialbakers.com

9. INDONESIA
&
FACEBOOK
0
0,00
,00
50 IT TOOKS INDIA & BRAZIL
3 YEARS BEFORE ABLE
,50
0,00
0
TO CATCH UP WITH INDONESIA
37
IN ADOPTING FACEBOOK
0,00
0 THERE’S MORE FACEBOOK USERS IN JAKARTA,
,00 THAN ANY OTHER CITIES IN THE WORLD
25
0
0,00
,50
12
0
2008 2009 2010 2011
Socialbakers.com

10. CHEAPEST
MOBILE
DATA
TARIFFS
Quota 500MB 5GB 500MB 6GB 300MB 2.5GB 500MB 1GB
Price
35000 125,000 25,000 199,000 50,000 200,000 50,000 100,000
(in
IDR)
Deadline 30
days 30
days 30
days 30
days 14
days 30
days 30
days 30
days
Cost/MB
IDR
70 IDR
25 IDR
50 IDR
33 IDR
166 IDR
80 IDR
100 IDR
100
(in
IDR)
Est
USD
2.5/GB

11. average price of
mobile phoneS SOLD in Indonesia IN 2012 USD 90,-
in
USD
500
Singapore
USD
460
Australia
375
250 Malaysia USD
203
Philippines
125 USD
130
Thailand
INDONESIA USD
90
0
2010 2011 2012
IDC
2012

12. Price
Range
Chart 3
100%
75%
50%
50%
of
mobile
phones
sold
in
25%
Indonesia
cost
below
USD
50.
Only
10%
phones
sold
is
above
USD
250.
0%
Below USD 50 Below USD 100
Mar 2010
Jun 2010
Sep 2010
Dec 2010
Mar 2011
Jun 2011
Sep 2011
Dec 2011
Mar 2012
Below USD 150 Below USD 200
Below USD 250 Above USD 250
compiled
from
GFK
report
2010
-­‐
2012

13. Brand
Share
30%
of
mobile
phones
sold
in
Indonesia
is
dominated
by
local
brands
100%
75%
50%
25%
Local
Brands
0%
Mar 1, 2010
Jun 1, 2010
Sep 1, 2010
Dec 1, 2010
Mar 1, 2011
Jun 1, 2011
Sept 2011
Dec 1, 2011
Mar 1, 2012
compiled
from
GFK
report
2010
-­‐
2012

14. INDONESIA
C HA L L E NG E S
60M
bank
customers
25%
PenetraDon
16M
credit
cards
3-­‐4%
penetraDon
(most
holders
own
2
credit
cards)
http://www.flickr.com/photos/adamcohn/5068372959/

16. 16

17. INDONESIA
O P P O RT U N I T I E S
5%
above
26%
below
65
years
old 14
years
old
PopulaMon
55%
of
Indonesian
by
Age
Group
populaKon
are
below
30
years
old.
40%
26%
between
30-­‐64
between
years
old 15-­‐29
years
old

18. 18

20. Younger &
Growing!
15-19yo & more recently 10-14yo driving the growth
Source: Nielsen Company Indonesia

21. INDONESIA
O P P O RT U N I T I E S
Feature Phones Smart Phones
100
24%
75
76%
50
25
0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
21

22. i nd O ne s i a
S T ARTu p s

23. SURV I VAL T I PS
Mobile first - desktop as extension
Simplicity rules (feature phones, patchy internet, education)
Most assumptions wrong - let customers tell you what they want
Price sensitive!
Adapt your business model - Be flexible with your mode of monetization.
Distribution is key - Work with local gatekeepers

24. THANK YOU!
@andyzain
andyzain@mobilemonday.co.id
24