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Why O2O is the Next Big Thing in Mobile

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Why O2O is the Next Big Thing in Mobile

  1. 1. Why O2O is the Next Big Thing in Mobile
  2. 2. What is O2O?
  3. 3. Alex Rampell, Co-founder of TrialPay, coined the term "O2O" in 2010, which refers to the business model that leverages online channels to acquire offline services & products, or VICE VERSA. . . . O2O Definition
  4. 4. Why O2O Fits in Brazil Reality?
  5. 5. Growing young population demands more quality services. Brazil mainstream workforce much younger: Brasil 41%vs. China 33%in Y+Z Generation Brazilian population will keep growing up to 225MM, until 2040. Fonte:Population Pyramid Population Factor
  6. 6. O2O is a smart way to pursue service and user experience perfection, instead of pure technology revolution. 1%Brazilian invests +-1%of GDP in its current R&D, while +-2.8%in US Fonte:Wikipedia Technical Competitiveness
  7. 7. Local Brazilian O2O players understand and are deeply rooted in the local offline business operation. Global giants don't &won't do "Dirty Work". Natural Barrier
  8. 8. Why O2O is The Next Big Thing in Brazil?
  9. 9. Fonte:Teleco – Baidu BIInternalData Even with biggest housekeeping workers in the world, it is still hard to find over qualified workers. 7,233 4,206 2,405 1,926 1,851 Domestic Workers by Country (Top 20) in MM O2O Boom Prerequisites Met – Unbalanced Info Flow
  10. 10. Fonte:Teleco – Baidu BIInternalData 42 52 Brazil (U$ Bi) China (U$ Bi) O2O Boom Prerequisites Met – Over-production Brazilian Beauty Market in 2012 compared with that of China, which is with 7x more population
  11. 11. Fonte:Teleco – Baidu BIInternalData Average Rate of Hotel Room ₤ 77.00 ₤ 82.00 ₤ 86.00 ₤ 90.00 ₤ 92.00 ₤ 104.00 ₤ 109.00 ₤ 118.00 ₤ 147.00 ₤147.00 China India UK Germany Japan France Italy USA Russia Brazil O2O Boom Prerequisites Met – Service Fee Inflation
  12. 12. 205,500 382,400 436,100 519,700 574,200 624,700 672,100 704,100 2011 2012 2013 2014 2015 2016 2017 2018 19.0% 26.3% 33.1% 38.5% 42.2% 45.5% 48.6% 51.6% China Smartphone Penetration Smartphone Users China Entered into Fast O2ODevelopment Phase in 2013, followes by Smartphone Penetration Rate above 30% 12,100 21,600 27,100 38,800 48,600 58,500 66,600 71,900 2011 2012 2013 2014 2015 2016 2017 2018 7.0% 19.0% 20.8% 28.3% 34.4% 40.4% 45.0% 47.6% Brazil Fonte: Emarketer – Teleco 2015 Smartphone Penetration BrazilStarted to Achieve Smartphone Penetration above 30%Apart from 2015 Smartphone Users O2O Boom Prerequisites Met – Mobile Broadband Ready
  13. 13. Current O2O Scenario in Brazil
  14. 14. 300 300 116 48 37 25 20 10 8 6 1.9 1 HOME IMPROVEMENT GROCERY DELIVERY FOOD DELIVERY OTA BEAUTY MOTOBOY TAXI J OBS WEDDING MOTEL MOVIE TICKET TABLE RESERVATION R$ BILLION Fonte:ABO2O R$1 TRILLION This is a R$ 1 TRILLION Market
  15. 15. Empresa Tipo $ Ativos Gerenciados Ex1 Ex2 Ex3 Escritório LatAm VC/PE $ 62 Billion SP PE $ 17.4 Billion SP VC/PE $ 10 Billion NO VC $ 9 Billion NO VC $ 7.5 Billion SP VC/PE $ 8 Billion NO VC/PE $ 4.4 Billion NO VC/PE SP/RJ/MG VC $ 640 Million SP VC $ 270 Million SP VC/PE SP VC $ 230 Million SP/BA Fonte: Tech Crunch and Lavca 2015 O2O is Where Investment Looking At
  16. 16. GroupOn InitialServices (Web only) Peixe Urbano & GroupOn entering into O2Omarket (Web only) O2Otakes on mobile format through Taxi, Mobile payments, etc. Fast O2Ogrowth in mobile O2OMobile App appears O2OMobile services reach a newhigh penetration 2008 2015 Future WillO2O marketplace be born? O2Ospreads to secondary cities 2013 20142010 EARLYSTAGE EARLYSTAGE INITIALSTAGE FASTGROWTH FASTGROWTHINICITALSTAGE 2012 2 years gap Fonte:AppAnnie – Baidu BIInternalData 2015 Future2013 20142010 2012 2 years gap Current Stage: 2~3 Years Behind China & Into Fast Growth
  17. 17. 55% YoY 56% YoY 360% YoY -13% YoY 94% YoY 44% YoY 222% YoY 45% YoY 229% YoY 240% YoY OTA Taxi Food E-Learning Group Buying Review Real Estate Cars Tickets Room Rental Logistic Pet Housekeeping Motel Reservation Top 15 Downloads IOS & Android Fonte: AppAnnie June 2015– Baidu BI Internal Data – Teleco 2015 104,897 406,589 1,060,000 518,418 1,177,092 356,503 1,339,369 1,535,600 1,671,423 1,690,904 2015 2014 Top 15 Downloads IOS & Android Top 15 Downloads IOS & Android 9,702 528 413 46,419 188,897 28,481 31,024 66,584 195,073 223,019 2015 2014 18% YoY 320% YoY 16K% YoY 5776% YoY 194% YoY1,800,162 4,060,066 884,758 3,500,342 3,350,149 2,787,330 3,546,495 4,072,278 5,458,863 6,490,172 2015 2014 O2O Growth is Mobile First
  18. 18. Food Delivery OTA Taxi According to SPC Brazil, online delivery orders represent 23% of total sales; 40% in pizza delivery. Fonte: Associação Pizzarias Unidas, SPC Brazil, Associação Brasileira de Bares e Restaurantes (Abrasel ) Almost 20% of internet users call a taxi at least once in the last 6 months. 1 in every 5 Brazilian smartphone users buy tickets online. Movie Ticket Fonte: Panorama Mobile Time/Opinion Box: M- commerce no Brasil According to Criteo, 57% leisure travelers book their flight online. Fonte: Panorama Mobile Time/Opinion Box: M- commerce no Brasil. And Emarketer Fonte: Panorama Mobile Time/Opinion Box: M- commerce no Brasil O2O Changing Consumer Behavior Drastically
  19. 19. Outlook on Brazil O2O
  20. 20. Fonte:ABO2O 50% 50% 42% 35% 30% 30% 14% 10% OTA BEAUTY TICKETS TAXI WEDDING MOTEL JOBS MOTOBOY YOY GROWTH 2015-2016 Upcoming Fast Growth in O2O Double-Digit
  21. 21. Brazil 19% 18% 45% 8% 10% OTA Taxi Food Group Buying Tickets China Fonte:AppAnnie June 2015– Baidu BIInternalData. OTA Food Group Buying Taxi Tickets 42% 27% 14% 12% 5% Initial Stage Growth Stage Evolution: Vertical vs. Marketplace
  22. 22. Vertical China Brasil Educação X X Imóveis X X Recrutamento X X Lavanderia X Impressão X Casamento X X Reciclagem X Decoração X X Motorista de Aluguel X Reparos X Logística por Motos X Chef em domicílio X X Serviços para Pets X More Sub-Verticals to Come in Mobile
  23. 23. Group Buying Free WiFi Hardware /OS Review O2O Marketplace is Not One, But Many Services Services Services Services Services Similar to mobile Internet, O2O evolves towards an fragmented ecosystem of “Carrier Battle Groups” : Multiple Marketplaces & Multiple Vertical Services
  24. 24. User Experience: convenience, efficiency, cost Business Model:transaction-driven, close loop w/ payment Evangelization:promote best practice, awareness among users, merchants and players Investment:dedicated financial /traffic/technology resources Brazil Challenges in O2O
  25. 25. Thank You!

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