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Using Market Research to Connect with Mobile Targets

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Presentation on case studies of how DiGi utilised market research to create and innovate Internet products. Presented at the FMM Marketing & Branding conference in Kuala Lumpur, on 28 June 2012

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Using Market Research to Connect with Mobile Targets

  1. 1. Using Market Research to Connect with Mobile Targets Praveen Rajan Head of Internet & Services, DiGi Telecommunications FMM Marketing & Branding Conference 28 June 2012, Kuala Lumpur
  2. 2. @praveenrajan
  3. 3. @digi_telco
  4. 4. Internet for All designed to suit all shapes & sizes
  5. 5. Facts are everywhere
  6. 6. Implementation & interpretation Key success factors
  7. 7. #1: Driving new growth
  8. 8. Feature phones (still) rule Slower rate of replacement than matured markets
  9. 9. Feature Phones Smart Phones 5MB / month 700MB / monthUsage 78% 22%Ratio
  10. 10. • 6/10 sold = smartphones • > 40% using WiFi-only • < 20% shops, 85% revenue How do we drive new growth?
  11. 11. Internet Latin Mins SMS MMS Reload Validity 100MB 20 20 20 RM 10 4 days
  12. 12. #2: Changing usage behaviour
  13. 13. >80% prepaid 8.5 million prepaid subs & growing
  14. 14. 10 sen / 10 KB Legacy pricing across incumbent telcos before 2009
  15. 15. • > 50% scared to use Net • < 10% active users • > 40% not using *128# How do we change usage behaviour?
  16. 16. Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Max 8 introduced in Oct 2009
  17. 17. #3: Differentiate in market
  18. 18. • > 60% want better YouTube • > 40% used laptop daytime • > 70% peak-hour traffic How do we be different?
  19. 19. Facts are everywhere
  20. 20. Implementation & interpretation Key success factors
  21. 21. Questions? @praveenrajan

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