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Understanding South East Asia mobile market behaviour 20140913

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The South East Asia region is an emerging region for mobile business. with high mobile penetration rate and fast growing smartphone adoption, it is poised to be the place to look out for mobile gaming and services businesses

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Understanding South East Asia mobile market behaviour 20140913

  1. 1. The South East Asia Mobile Environment Preparing for the mobile wave
  2. 2. Understanding South East Asia 640m Population 11 Countries 200m Internet Users 170 Social Users 690m Mobile Subs
  3. 3. 3 Understanding South East Asia Market is generally segmented into mature and emerging areas. The terms are coined as Big 6 and Small 5, based on technological advancement or GDP.
  4. 4. 4 Young and Energetic Population The population in South East Asia is generally young, where over 70% of the people in emerging countries are age 34 and below.
  5. 5. 5 Social and Content Hungry Social Network User Base Facebook 140m registered users Google+ 56m registered users Youtube 45m unique visitors monthly Twitter 22m registered users The absence of a strong localized social networking service drives SEA online users to global social networking sites. The growth of UCG in SEA has been tremendous and each country has its own specific channels and access in each major social networks which are localized.
  6. 6. 6 Constantly Online & Connected
  7. 7. Smartphones below USD$80!!! With phones that cheap, smartphones adoption will grow more than 10% YoY
  8. 8. Jumping from Wired to Wireless The speed of internet access will pick up in 2015/16 with ISPs and Mobile operators hoping on to the wireless 3G and 4G network to provide broadband services
  9. 9. Understanding South East Asia Is South East Asia a single region or 9 not?
  10. 10. 10 How BIG is SEA Mobile Market Worth?
  11. 11. 11 How BIG is SEA Mobile Market Worth? 689,000,000 Mobile Subscriptions BUT how many smart phones and devices are there actually?
  12. 12. 12 Market Share of Smart Vs Featured Phones
  13. 13. Smartphones Numbers in SEA* 60 50 40 30 20 10 0 Smartphones in South East Asia 2014 Indonesia Thailand Vietnam Philippines Malaysia Singapore Quantity Indonesia Thailand Vietnam Philippines Malaysia Singapore Series1 52 28 20 16 10 4.5 *** Data obtained from various sources The estimated number of smartphones in the SEA region is about 130m to 140m.
  14. 14. 14 The App Stores in SEA SEA market is worth more than USD30m a month (Mar 2014) in total revenue from the official app stores. The above only constitutes the credit card market. Less than 10% of users has credit cards.
  15. 15. 15 Google Android Vs Apple iOS • Captures more than 60% of market • Fueled by low cost OEM phones • User base is mid to low income • Championed by Samsung • High user base, low revenue • Captures 30% or less of market • Expensive phone in SEA • User base is mid to high income • Apple branding is a prestige • High revenue, low user base
  16. 16. Playing Habits of SEA Players There are similarities in the playing behavior due to the progress from PC games to Mobile games. SEA is a region that accepts a wide range of games from the East and West. Success in 1 country can lead to regional success.
  17. 17. 17 The Growth Potential for Mobile Revenue Market size potential is at least 3 to 5 times bigger than the current appstores revenue combined. Note that only a minority of the gamers has credit cards. Tapping on local 3rd party payment system and operator billing will see the potential maximized.
  18. 18. 18 Catch the Mobile Wave!!!
  19. 19. 19 Contacting Me! Robin Sagacious Ng Head of International Business ____________________________ Asiasoft Corporation PCL M: +65 8121 7577 E: Skype : dweeteng LINE : dweeteng W: Linkedin :