Same devices, different experiences

Same devices, different experiences
Why your users in Asia will never be like your users in Europe

Chui Chui Tan @ChuiSquared

http://www.ﬂickr.com/photos/remkotanis/5790061840/

Tuesday, 20 November 12

h
The linear hu m an evolution whic
we are all fam iliar w ith - start
.
sim ple, en d a dvance d

ot at all like this.
But, evolution is n


is
This is the real evolution. No one
e
rts fro m one bas
a dvance d. All sta
an d ev olves differently. nd
Each creature ﬁ n ds their niche a
t.
evolve base d on their environmen


Kännykät
Finnish

Cellphones 手机
Mobile phones Handys Keitai Denwa ‘Hand-machine’
North America UK Germany Móviles ‘Portable phone’ China
Spain Japan
Celulares
South America
Haendeu Pon
‘Handphone’
Korea

e
mobile phones. W
It’s the same for ne
to beco me so meo
are not evolving we
in ter ms of how
in San Francisco se
use o ur mobile p hones just becau
s are develo pe d in
most technolog ie
San Francisco. .
We nee d to un d erstan d the niche

The mo bile market is o utsi de the
Number of States.
mobile subscriptions

6 billion

World
4 billion

2 billion

United States

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011


+192.5%
since 2010

The growth is in Asia.
Within 2 years, the mobile trafﬁc
has incre ase almost 200% in Asia.


The population of Germany


The number of people with mobile internet in Japan
US or the West is NOT the ultimate
destination in the evolution process.

What shape the evolution niche is culture.

CULTURE Culture is a BI
many aspects.
base d on the e
G word. It co ver
Each aspect evolv
s

nvironment an d it
w a society evolv
es.
es

shapes ho


Language
is
The ﬁrst a spect to culture
language.


Chinese writing is
Tra ditionally, the .
fro m right to le ft, to p to botto m
th e mo dern world,
T hings change. In ht,
bo oks are printe d fro m left to rig
horizontally (as English writing ).


It’s deﬁnitely the case in the digital
world (from left to right) - for
Mandarin, Japanese as well as
Korean.


Chinese use Pinyin to enter Chinese
character, using the same keyboard
as in the West.
E.g. Shou Ji (手机) - mobile phone in
Mandarin

Or by using built-in writing
recognition on smartphones or
touchscreen devices.


Handphone: haen deu pon

b j d g s yo yeo ya ae e

m n - r h o eo a i
e
Korean Hangu l writing - has th
k t ch p yu u eu nu mbers of keys on
same layo ut an d e
the keyboard as we have in th
West.



h ae

핸 n


m n - r h o eo a i
First character - haen
s
H + ae + n : All three letter
k t ch p yu u eu r.
co mbine d into one characte


헨 드
d

드 eu


m n - r h o eo a i
eu
Secon d character - d to
k t ch p yu u eu d + eu : Two letters co mbine d in
one character.



p

핸드 폰 o
n


m n - r h o eo a i
Thir d character - pon
s
k t ch p yu u eu P+o+n : All three letter
r.
co mbine d into one characte
f
Han dphone in Korean is ma de o
rs.
the se three characte


it
With different writing systems,
e
seems cu mber so me to type. Th
tem
truth is, the K orean writing sys
n dly. Yo u can type
is ver y dig ital-frie
.
faster than in English


Don’t m ake assu mptions.
in
If yo u’re to design for users
to
differe nt co untries, get
ge
un derstan d how their langua
works.


#1 English
#2 German #1 English
#2 German
#1 English
#2 Russian #1 Japanese
UK Germany #2 English
Russia

#1 English #1 Chinese Japan
#2 Italian #2 English

France Italy China #1 Korean
#1 English #2 English
#2 French
on the Apple App
Korea
ch
Distimo did a resear o ut
an d iPa d, ﬁn ding
Store for iPhone by
whether loc alisation of apps
ue. #1 English
languages c an increase reven #2 German
re
apan an d Korea a
Australia
Users in China, J ir
ps that support the
keen to pay for ap
language. es.
ro v ide local languag
I t’s important to p


Translating pa rt of the content
on yo ur webs ite is go ing to do

All
more da mage than go o d.
It's harder fo r users to sw itch
between one language to
is
another. Mor e cognitive effort
nee de d. r
Translate all of yo ur content o
o
is better not to d

or
so metimes it
it at all until yo u’re sure yo u
can translate all.

Nothing

“Language is used to
convey our thoughts,
but doesn’t necessarily
shape them”

Steven Pinker

s.
tw o different thing
Language an d tho ughts are arc h an d buy a pro d
uct
ere nt co untries rese
How users in diff hey lo ok for is differe
nt.
is similar. Cont ent an d details t A an d the conten
t is
t, I
mo del is the tho ugh
Task an d mental
the language.


“Language is used to
convey our thoughts,
but doesn’t necessarily
shape them”

Steven Pinker

r
Yo u nee d to translate yo u
ot
content in th e right context, n
n.
jus t direct translatio ed
Yo ur translat ion co mpanies ne
to un derstan d yo ur business.


Infrastructure
Another as pect to culture is
infrastructure.


3G
South Korea and Japan are two Asian
countries that are one of the early
adopters of 3G.

Of all mobile connection in Korea, 93%
are 3G.


2G
The majority of the Chinese mobile users
are still accessing the Internet via 2G.


2G Hong Kong
Unlimited plan
Hong Kong (part of China) - more than
half of the HK people have unlimited 3G
data access.
3G, 4G
It’s estimated that it will only take a year
for 4G to surpass 3G in HK.

Types of phones

be
d in the West w ill
W hat are being use in
w hat is being use d
a lot different fro m
wo rld. It’s not just
other part of the .
iPhone, Samsung , HTC, BB or Nokia


But also t he local bran ds...


GooPad mini

Only

an d clone versions.
$99
Every inch a GooPad mini
A n d also the co py s
use d on these device
Yo ur apps w ill be
ee or get to hold in
t hat yo u’ll never s
yo ur han d.


old
e fo ur sim phone to h
I n In dia, users us it’s
rn etworks because
f o ur sims w ith fo u
me one on the same
c heaper to call so he
call so meone on t
network than to
d ifferent network.


a
Mobile TV is ver y po pular in Kore
nd
m obile broa dban d a
b ecause of its fast .
Br oa dcasting (DMB)
D ig ital Multime dia n
uality TV reception o
D MB allows high q
the mo ve.

http://www.ﬂickr.com/photos/nnova/3948168895/


http://www.ﬂickr.com/photos/kimpierro/509558375/


Social Norms
to
Social nor ms is another aspect
culture


er
Confucius, a Chinese philoso ph
His
die d 2.5 tho usan d years ago.
reat inﬂuence on
teachings have g y.
Chinese an d Japan societ
http://www.ﬂickr.com/photos/vincentraal/5559491159/

Confucius teac hing emphasise d t
qu ote: “ The nail tha
colle ctivism. Japanese to
ed down.” Yo u want
sticks o ut is ham mer
f the co m munity.
be seen as part o

http://www.ﬂickr.com/photos/guest_family/2960698523/

om
tist s fo un d peo ple fr
Cultural neuroscien d
do not see the worl
d ifferent cultures
ey T HINK differently
d ifferently, but th
ee.
a bo ut what they s


h
Kitayama did a stu dy in 2003 w it
a gro up of Nort h Americans an d
Japanese.
His stu dy showe d that Americans
d
pay more atten tion to details an
Asians pay more attention to
context. t
It's important to pro vide conten
that are releva nt to yo ur local
users on yo ur website or apps.
e
Small details li ke this co uld mak
a big difference.
Shinobu Kitayama

By using fmR I, neuroscientists
of
fo un d t hat: Asians think
d
themselves a s deeply connecte
ns
to othe r peo ple; America
of
a dhere to a strong sense
in dividuality.
nal
This makes r eviews an d perso
reco m men dations much more
the
important in the East than in
West.

Microblogging = More trustworthy
r mal authority mainly due
Chine se are skeptical of fo
trict control of Internet
to the go vernment's s re towards infor mal
e mo
acces s. This means they ar
n.
so urces of infor matio
g
elieve bran ds that microblo
The majority of Chinese b
mor e than 4 times of US
are m ore trustworthy. It’s
internet users.


Mobile apps in China

f all
n cerns abo ut the go o d o
A collectivist society co
the peo ple.
stan t messag ing (IM ) apps
The y spen d more time on in
chat w ith their family,
for gro up chat or au dio or
ss contacts than calling
frien ds an d even busine
text messag ing.


Kakao Talk
WeChat

Th ere are a nu mber of IM
ap ps available in Asia an d
all of them have reache d
se veral millions of users in
just a co uple of years.

Line


Language

Social norms
CULTURE Mobile
Infrastructure
behaviours

co uld affect the
All aspects which
way mobile is being use d in a
relate d an d they
co untr y are inter r.
constantly in ﬂuence each othe


t
Yo u can’t stu dy pufﬁns w itho u
stu dying the ir biology, nests/
ir
havio urs an d the
habitats, their be
environment.
http://www.ﬂickr.com/photos/alessiomesiano/6227234098/sizes/l/in/photostream/


f
1. Remember the importance o
the
un derstan din g the culture of
o.
market that yo u’re getting int
iety yo urself or
2. Go see the soc
o them, research
bring yo ur apps t
an d test it o ut.
nd
If yo u don’t want to die o ut a
s
beco me one of t he extinct specie
in the evolu tion, yo u nee d to
iches where yo u
un derstan d the n
can su r vive. Go o d luck.
http://www.ﬂickr.com/photos/alessiomesiano/6227234098/sizes/l/in/photostream/


Thank you
Chui Chui Tan
chuichui.tan@cxpartners.co.uk
@ChuiSquared


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