Special focus on the Asia mobile healthcare and Asia mobile music markets in this paper. Solidiance and the Mobile Marketing Association (MMA) team up to review technology and application changes in the Asia mobile industry.

1. asia mobile
telecommunication
innovations
A paper on the emerging trends in mobile
communications growth in Asia
October 2009

2. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Mobile telecommunications has impacted societies in
various ways across the globe. In Asia, it has driven a
variety of changes that have altered the lives of many
ranging from professionals to rural shopkeepers. Across
emerging markets in Asia, mobile phones have served as
“
‘enablers’ for a large number of consumers that
previously had been isolated due to a lack of access to The high penetration of mobile
communications. Here we will look at some of the drivers devices as compared with personal
behind mobile telecommunication adoption in this region.
computers presents us with the
Within Asia, the entire spectrum of demographics can be
seen, which also provides for a range of emerging trends opportunity to convert a technology
that are distinct to the region. Whereas in mature product into a medium for
”
markets such as Singapore and Hong Kong emerging
trends are tied to the adoption of Smartphones and 3G personalized engagement.
technology, in emerging markets such as India, the trends
are premised upon mobile phone proliferation allowing Rohit Dadwal – Managing Director, Mobile
consumers to perform fundamental tasks that they Marketing Association
previously had been unable to do. Handset prices and the
cost of services have dropped significantly across many
Asian markets, which has served to democratize mobile
communications in a way that has changed the lives for
many.
2

3. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Sizing up the Asian Market
Asian mobile users consist of roughly a third of the 1000 Asia - Mobile versus internet subscribers (2008) in Millions
world’s overall market, which crossed the 4bn mark near Source: Solidiance Connectivity trends, 2009
900
the end of 2008; many anticipate the majority of the next
billion users coming from Asia. 800
In addition to the mature markets, many Asian emerging 700
countries are quickly becoming larger and more 600
sophisticated mobile telecom markets. A quick review of
some Asian mobile telecom markets shows 20-30% 500 Internet
annual growth across many countries, driven in part by 400 Mobile
the demands of a tech-savvy younger generation.
300
Growth across all areas of mobile telecom in Asia –
whether it be infrastructure, mobile phone 200
subscriptions, mobile Internet, SMS, or gaming – is 100
happening at an explosive pace. Adoption of mobile
communications is outpacing internet adoption across the 0
region, and by substantial amounts (see graph). As an China India Vietnam Philippines Thailand Malaysia Singapore
example of the growth being seen in parts of the
industry, revenues from mobile gaming for the Asia
Pacific region have increased from $1bn USD in 2002 to Country Mobile Penetration Rate (2008)
$2.3bn USD in 2008, making it the largest regional
Hong Kong 167%
market; this growth is expected to continue with the
market forecasted to reach $3.4bn USD by 2011. India Singapore 131%
has been leading the way in terms of growth within this
Australia 109%
space; between 2007 and 2008, the number of mobile
gamers grew from 153.4m to 237m users. Malaysia 99%
On the mobile value added services side, the Asia Pacific Thailand 97%
region has seen consistent growth in SMS usage. The low
Japan 86%
cost and ease of use that drives SMS usage globally are
in essence the same drivers in this market. An example Philippines 78%
of SMS adoption in the region is the Philippines, where
Vietnam 73%
the average user sends 400 SMS per month (highest in
the world). Comparatively, the average user in the US Indonesia 65%
sends roughly 60 SMS per month.
China 49%
India 31%
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4. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Affordability and functionality driving growth
Mobile phone adoption in Asia is being driven by various Countries With Most Affordable Handsets in Asia (in order of
factors, with functionality and affordability leading the way ranking)
among consumers. A key barrier to adoption had been
the price of a handset, but industry players have made China
dramatic strides in recent years to remove this barrier. A
key example in the Indian market was the ‘Pioneer India
promotion’ offered by Reliance in 2002, which included a
free handset to customers. Initiatives such as this have Indonesia
been a catalyst for growth across the region.
Pakistan
Affordability has been driven not only by the availability of
affordable handsets for low income consumers, but also
by lower service prices driven by highly competitive Bangladesh
market places.
Thailand
Indonesia is an example of a market where price wars
have driven down the cost of service for consumers. As a Philippines
result, the number of subscribers in Indonesia has been
growing at a blistering pace (see graph). Operators face a
catch-22, as ARPU figures are falling, but lower prices Indonesia mobile subscribers – 2006 -2013 Millions
are drawing in consumers living on the margin. Source: Solidiance Connectivity trends, 2008
450
With regards to functionality, the market for Smartphones 400
has been growing across Asia Pacific. By the end of
2009, this region will account for nearly 30% of the overall 350
market for Smartphones. This highlights an emerging 300
polarity in the handset market, as growth is being driven
250
from the ‘ends’ of the consumer spectrum.
200
150
100
50
0
2006 2007 2008 2009f 2010f 2011f 2012f 2013f
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5. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Case Study: CellBazaar
In 2005, Kamal Quadir was struck by the fact that a $20 In this way, mobile phones are serving to fundamentally
mobile phone had the same processing power as a 1968 change societies to an extent similar to the internet in
super-computer. With that in mind, the MIT Sloan School developed economies. Among those who use mobiles
of Management graduate created CellBazaar, a mobile as a device for buying and selling, CellBazaar opens up
ad-listing service that acts in a way similar to Craigslist or opportunities for entrepreneurs who want to find a new
eBay, allowing potential buyers and sellers to connect channel in the mobile space, as well as those seeking to
remotely before ultimately exchanging goods in person. start a business but either want to bypass the expense
of investing in a bricks-and-mortar shop or who lack the
“In poor countries, telephone operators can address the
opportunity to properly launch a business (e.g. stay-at-
barrier of low purchasing power by simply seeing the
home women entrepreneurs). In under three
telephone as a productivity tool,” Quadir remarks. “They
years, CellBazaar has become the largest m-commerce
should see their consumers as producers.” Since he
company in Bangladesh with 60% of its users coming
launched the service in Bangladesh in 2006, farmers and
from rural villages.
fisherman can check the prices their goods will be sold at
from a standard mobile handset, taxi drivers can use the This is only one example of a phenomenon that can be
service to run a side business for extra income, and seen throughout Asia. In China, mobile phones are
women in remote villages can support their families by used to close business deals on the spot, to check
reselling mobile phone services. inventories for time-to-market status, to choreograph
business meetings and to access entertainment, with
According to the World Bank, a 10% increase in mobile
new and innovative uses constantly being introduced.
phone penetration increases GDP growth by 0.6%. More
tangibly, it can limit unnecessary travel. For someone
living in a rural area who must travel 5-10km on foot to
“
reach their local store or doctor, the ability to get
information before hand regarding the availability of the In Asia people in developing
doctor or a product serves as tremendous value.
countries treat the phone as a
business investment that quickly
pays for itself. They use it as a device
”
to facilitate business transactions.
Kamal Quadir – CEO, CellBazaar, 2009
5

6. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Mobile marketing: the next big thing
According to Rohit Dadwal:
The speed of mobile device proliferation has surpassed Both mobile banking and mobile gaming, through
that of previous technologies like television, radio and the SMS, WAP, Bluetooth and in-application advertising are
Internet. Early this year, it was estimated that over 2
proving to be ready channels for connecting with
billion cellphone subscriptions were active in the Asia
customers.
Pacific region, more than half the global count.
In addition, the increase of function-rich smart phones in
As emerging and mature markets co-exist in the
the market with larger screen size, better web browsing
region, mobile is the common connector, greatly
capabilities and longer battery life, combined with “all
exceeding PC penetration in a number of countries. In the
you can eat” data packages is driving the growth of the
Philippines, for example, we see over 70% mobile
mobile Internet.
penetration as compared to PC penetration of less than
half.
Undoubtedly, the mobile device is the most personal
technology in use today, a fact that presents immense
potential for engagement through mobile advertising and
marketing.
Choice
Confidentiality Control
Rules of customer
engagement on
mobile
Constraint Customization
Consideration
6

7. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Smartphones
On the high end, Smartphones and data services are in Device Key Functionalities
increased use, but are no longer limited to niche business
users. The price of data service has had downward iPhone Media Camera Web Wifi
pressure fuelling adoption, and Smartphones are widely Player Browsing compatible
available at multiple price points.
Markets such as Singapore, Hong Kong and Korea are
often thought of as ‘leading indicators’ for the mobile Blackberry Push Internet Web GPS like
telecom market, with consumers being early adopters of Email Faxing Browsing map
advancements in the industry. Smartphones have gained capabilities
a foothold in the region, with the 2009 Asia Pacific market
estimated to be 52m devices. The iPhone is one of these
Smartphones that we profile below.
iPhone
The iPhone has enjoyed considerable success in Europe
and the US. According to Mark Randolph, Managing Quick Stats
Director of Motorola Singapore Innovation Center: “The
iPhone was innovative. Apple leveraged their capabilities
in media and music to jump into an entirely tangential Asia-Pacific Handset Market 228m
market of mobile telecoms. No one else has been able to
do that yet. The term ‘iPhone killer’, testifies to its Smartphone % of Overall Asia Pacific 26.5%
success. The Asian market is hungry for a phone with Handset Market
extensive media capabilities”.
Despite small nuances that set the iPhone apart, the
technology itself is not wholly remarkable. “It has the best iPhones Sold Globally (through June-09) 18.7m
browser to date,” Randolf adds. “Using the touch
screen, you can navigate everything with your thumb;
there is no need for a stylus.” iPhones sold in India ~50k
29% of China’s Internet users access the web via their
mobile phone. In Japan, more people use a mobile than
a laptop to access the Internet. Indeed, as Randolph
notes: “Mobile Internet user interface, especially
search, is an area of great potential.”
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8. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Smartphones
According to Damien Duhamel: However Asia is not Europe and the US.
Here, consumers are much more tech-driven than
“Innovation within the iPhone is incremental at best. It is
Western counterparts, regularly changing phones and
truly beautiful, but it is not disruptive per se; it will not
brands. Apple can forget about submerging Japan and
send tremors throughout the mobile phone world. Apple’s
Korea with its phone; their markets remain quasi-locked
commercial magic remains centered on borrowing
to outsiders. India and China may be the biggest mobile
existing technologies, magnifying them, packaging them
markets in the world but few will want to pay $200-300
into stylish design and creating best-of-breed marketing
USD for a phone with a hefty monthly subscription. That
buzz. No other consumer electronics manufacturer has
leaves smaller markets such as Hong
reached the same level of ‘Brand Coolness’ as Apple.
Kong, Taiwan, and Singapore, to boost Apple’s global
The iPhone will be a status icon, just like the iPod.
sales.”
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9. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Functionality driving growth
We expand on the phrase ‘functionality’ by showing two Emerging Functionality (2)
snapshots of emerging mobile functionalities that are
Mobile Gaming
driving growth in Asia. Each targets a different customer
segment, which provides a glimpse as to how mobile This market has been in existence for much of the last
phones have become versatile tools with features decade, but has continued to evolve with handsets
catering to a variety of needs. offering more robust platforms. As such, the increased
level of sophistication seen in mobile games has
Emerging Functionality (1)
attracted many across Asia, in particular younger mobile
Mobile Payment phone users.
Driven in large part by remittance payments from Asian Mobile advertising is rapidly growing sector providing
workers sending money to their countries of origin; the brands, agencies and marketers the opportunity to
usage of mobile phones for other payment options is connect with consumers beyond traditional and digital
starting to emerge in areas including payments to media and directly on their mobile phones. The delivery
merchants for purchases. of advertising within mobile applications ( games) is still
at an early stage and creates new revenue stream for
publishers, distributors and service providers. And most
Rohit Dadwal MMA “Financial services worldwide are importantly the revenue may be used to partially or
facing tough market conditions and with over 150 million completely subsidize the price of mobile games/
subscribers accessing banking services by 2011 services that the application provides. – Rohit Dadwal
reviewing transactions, paying bills etc and this
represents a huge opportunity to engage with the
consumers through mobile marketing”
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10. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Emerging Sector (1) – Asia Mobile Payment
The electronic payment industry in Asia is less mature Global remittances to developing countries – 2008 USD Billion
Source: Solidiance Connectivity trends, 2009
than in more developed markets such as Singapore or
Hong Kong. The industry is growing rapidly and provides 28
significant opportunities for all electronic payment India
channels, namely those on mobile platforms.
China
26.5
While the penetration of mobile phones continues to grow
across Asia, many in the industry believe the growth of Philippines
mobile payments will be enabled by physical cards / Bangladesh
18
scratch cards as opposed to online access, given
Pakistan
bandwidth and internet penetration issues. 7.5
160 Indonesia
With a potential 200bn USD plus of global remittance 7
moving through the Asian population, analysts believe it Vietnam
6 6.8
will be a key adopter of mobile payments. Others
Mobile payment market maturity, 2009
“
100%
Korea
With a focus on services/product
Relative m—payment maturity*
Singapore
innovation, mobile operators and
China value added services providers are
aggressively working on payment
Hong Kong options through mobile platforms –
50%
Thailand Malaysia
which will be the most lucrative
segment in the medium term across
”
Indonesia
Philippines India Asia.
Vietnam
Market maturity stage Damien Duhamel – Managing Director, Solidiance
0% Embryonic Early stage Developing Advanced Mature
* Compared to mature market
10

11. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Emerging Sector (2) – Asia Mobile Gaming
While mobile gaming across European markets and the Asia mobile gaming revenue forecast (2011) in USD million
US saw moderate growth in 2008, Asia Pacific (in Source: Solidiance Connectivity trends, 2009
particular India) witnessed significantly stronger growth.
Rising mobile penetration, increased adoption of
Smartphones, and a large segment of young mobile Rest of the World
phone users have combined to drive growth in mobile
gaming. 2011
As an example, India witnessed sharp growth in 2008 2008
North America
revenues from mobile gaming. With a growing pool of
mobile gaming developers and better integration among
mobile operations, handset manufacturers and software
providers, an ecosystem has been established to put out
this increasingly popular value added service for Indian Western Europe
consumers. Analysts estimate the current market size for
this industry in India to be 15m USD, a substantial
amount for a market that is very much still in its infancy.
Asia Pacific
0 1000 2000 3000 4000
“
Asia Pacific is an emerging market in
the gaming space. With the growing
adoption of gaming across
”
platforms, its a lucrative market in
the short term.
Nelson Allen – Director, Xbox Hardware APAC and
Greater China , March 2009
11

12. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Emerging Sector (3) – Asia Mobile Healthcare
Mobile healthcare is another fast growing segment in Asia Asia mobile healthcare revenue forecast (2010) in USD million
Pacific. In a recent study Solidiance estimated that the
Source: Solidiance Connectivity trends, 2009
Asia mobile healthcare business is currently growing at
80% year on year. With a booming Asian ageing but tech- 135
friendly population mobile healthcare is poised to boom. In 15
2010 the Asia Pacific mobile healthcare business will be Japan
35
estimated to be worth just under USD 1 Billion with 70% of
Korea
users in more advanced economies. The business is
comprised of software/applications development, system 75 China
490
integrators, mobile integrators, mobile marketing, mobile Australia
operators and handset players, and hospitals. Applications Taiwan/HK
are as wide as remote patient monitoring, mobile 80
Singapore
nursing, mobile medical records access, access to free
mobile healthcare information, … Rest of Asia
Mobile healthcare innovation seems to be driving from
160
Asia. Already Japan, Korea and Australia have seen home
“
grown firms taking the lead in the region. Korea-based
Healthpia launched the world's first diabetic phone--that Asia Pacific is prime testing ground
is, a mobile phone (Iphone friendly) with the ability to
measure the blood sugar levels of diabetic users--in Seoul for Mobile Healthcare. Asia is
in May. Users place a drop of blood on the end of a strip of wired, adopts technologies faster
testing paper, stick the paper into a sensor located in the
extra battery pack, and get a reading on the phone screen. than any other continents, and
The reading is stored in the phone and also forwarded to there are billions of dollars pumped
an online database, which can be accessed not only by the
patients, but doctors. Another example is Taiwan Mobile into the Asia healthcare industry to
Healthcare Services. It provides high-bandwidth links for improved the current infrastructure.
”
doctors treating patients at Taipei Medical University
Hospital, Tri-Service General Hospital and Taipei City-Wan Mark Lee – Medtech Practice Head - Solidiance
Fang Hospital. As part of the government’s M-Taiwan
initiative, a wireless solution gives doctors virtual access to
patient medical records, monitors the condition of long-
term sufferers of chronic diseases, provides high-quality
diagnostic images and video, and provides remote
outpatient registration to improve healthcare services.
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13. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Emerging Sector (4) – Asia Mobile Music
Mobile operators may soon be your music supplier . With Japan – Korea 2000-2015 music sales USD Billion
the fast disappearance of CDs, new music distribution Source: Solidiance Connectivity trends, 2009
7000
models are springing up around Asia .
Korea is already the world leader in online music sales 6000
with just over 90% of music sales coming from online
technologies which puts Korea #1in the world. In 5000
2009, mobile music sales in Korea will hit USD 390
million and at the current growth rate the industry should 4000 2000 Offline
hit USD 500 million by 2015. Similar trends are
2000 Mobile
observed in Japan.
3000 2000 PC
Mobile operators in Korea have been the fastest to
innovate and capture the mobile music market. Since 2000
2008, Korean mobile carriers, especially SK Telecom
view music streaming and downloading as the next cash 1000
cow for data services. In a quasi coup d'état the Korean
mobile operators have transformed the music distribution
0 J K J K J K J K J K J K J K J K J K J K J K J K
platforms. 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2015
SK Telecom, has provided a mobile music portal service
called ‘MelOn’ since 2004. MelOn is the first How did the Korean mobile operators innovate and transform the
integrated, wired and wireless, music service that allows music industry?
users to enjoy music virtually anytime, anywhere using a -Thanks to its mobile music platform convenience and affordability, music
portable MP3 player, a PC, or a mobile phone. The key piracy in Korea has dramatically dropped to negligible levels.
MelOn interface is a music download and streaming
Internet portal, www.melon.co.kr. The service is similar to -The Korean music industry has been revived after a few years of limited
a rental service, with users “renting” tracks on a monthly growth.
basis for use on various terminals. MelOn users pay a -Content providers are either being acquired / merged or forced out of
5000 won (US$4.50) monthly subscription to stream business by the mobile operators which are now becoming music
music or download tracks to their phone as long as their integrators more than just distributors.
subscription is current. To download tracks onto the
handset, users pay for airtime at regular call - With 30% margins, the Korean mobile operators commend the highest
rates, regardless of the size of the track. distribution margin in the Korean music value chain
This end-user friendly platform has completely changed - With the artists themselves, mobile operators have become by far the main
the music landscape and is now being reproduced in drivers and key success factors of music in Korea.
Australia, Hong Kong, Singapore, Thailand by local -Only smart phones need to apply...
mobile operators.
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14. Mobile Telecommunications in Asia
A paper on the emerging trends in mobile communications growth in Asia
Summary
The mobile communications market in Asia is changing Attractiveness of the Asia Pacific markets surveyed for
the livelihoods of those living on the margin, and offering mobile marketing activities. The size of the market is
ever increasing functionality to users in mature markets. large and mobile phone users are receptive to this
Mobile service has yet to become a commodity due to the application of the technology.
fact that it is constantly evolving; with downward pressure
on the price of having mobile service serving to The importance of the mobile phone in daily life is also a
democratize what was once a convenience item limited to predictor of its potential value as a marketing vehicle.
a small portion of society, the ripple effects associated Most users in China (71%) and India (76%) attach high
with higher mobile penetration are starting to emerge. For importance to their mobile phones and also are very
certain low income markets, mobile phones are gaining a dependent on these devices– 60% and
foothold where computers and the internet have 59%, respectively. Users in Japan (39%) and Australia
not, bringing many of the same features but without the (42%) also place high importance on their mobile
higher costs. If a single force can be identified as driving phones.
Asia’s poor closer towards a middle class life, mobile
penetration would rank at the top of the list. Use of multiple phone features bodes well for
acceptance of mobile marketing as it indicates an
With regards to the trends in more mature openness to using the device for different applications
markets, increasing functionality and the proliferation of along side the immediacy of the information and
Smartphones has had ripple effects different than those convenience are perceived as the greatest benefits.
seen in emerging markets.
The iPhone, Blackberry devices have served, in a very
short time frame, to dramatically increase the capabilities
consumers can access through their handsets. With
Skype, email, web browsing, and a variety of other
options made available in a single handheld
device, Smartphones have essentially integrated the
functionality of computers and mobile phones. This trend
of convergence and increased functionality will be
furthered by Google’s entrance into this space with the
Android device. The impact of these devices on
businesses and normal consumers has been dramatic; if
Smartphones follow the same trend as traditional
handsets in their proliferation among low income
users, there is a high likelihood of an even more dramatic
‘enabling’ effect for consumers living on the margin.
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15. Solidiance is a marketing and innovation strategy consulting firm with focus on growth in Asia Pacific. We are devoted to working side-by-side with our clients to outpace the
competition, close gaps in growth and deliver breakthroughs in performance and profitability. Our Asia focus provides our clients with a better understanding of intrinsic regional issues.
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is
an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines & best practices for sustainable growth, & evangelize the use of the
mobile channel. MMA has more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. www.mmaglobal.com
To subscribe to further white papers and to learn more about Solidiance please visit: www.solidiance.com
Damien Duhamel – Managing Director Rohit Dadwal – Managing Director, MMA Mark Lee – Principal
Prior to joining Solidiance, Damien started out Rohit Dadwal is Managing Director (MD) for Mark is a Principal based in the Singapore
his career in 1995 by setting up a boutique the Mobile Marketing Association’s Asia office with more than ten years of consulting
business-consulting firm in Ho Chi Minh City Pacific (APAC) branch, running the regional experience. Mark has a strong focus on
helping foreign companies to enter and headquarters in Singapore. He joined the quantitative based projects. Previous roles
capture market share in Vietnam. The Mobile Marketing Association (MMA) in include being regional manager for Synovate
company was sold early 2000. In 1990 November 2008, having spent eight years at Business Consulting in Singapore, handling
Damien was the first French student to join Microsoft during which time he participated in projects for MNCs across Asia, focused
the Hanoi University since Vietnam’s MMA activity as a board member. In his role predominantly on the healthcare and medtech
independence. Damien has worked on as MD, Rohit is focused on building a space. Mark managed most medical
dozens of Vietnam engagements with Fortune sustainable ecosystem for the mobile technology projects for MNCs where he
500 clients. He is a recognized innovation and marketing industry in the APAC advises companies on market entry, customer
competitive strategy expert and has been region, promoting the MMA as the leading segmentation prioritization and growth
numerously interviewed on the subject. In association for region-wide consultation on strategies. Having worked for five years in the
2006, Damien was listed in the International key industry issues such as measurement and M&A team of a Korean Conglomerate in
Who’s Who. His articles on Vietnam strategy metrics, mobile advertising guidelines, codes Spain, Mark also has vast experience with
are regularly published in leading publications. of conduct and consumer best practices.”. mergers and acquisitions in Europe, Asia and
Damien holds a business bachelor degree Africa. Mark is fluent in Korean, English and
from the Victoria University and a MBA from Spanish. He holds a BS in mechanical
the Chicago University. He speaks engineering, from the Worcester Polytechnic
English, French, Vietnamese and “survival Institute (United States) and a MBA from the
Japanese”. University of Rochester.
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