mma 2013_app solutely

‘APP-SOLUTELY’WHEN THE DOWNLOADING ISDONE, THE STORY BEGINS

Sagar TamangExecutive Director, Telecom Industry Group,

Southeast Asia

‘APP-SOLUTELY’WHEN THE DOWNLOADING ISDONE, THE STORY BEGINS

Sagar TamangExecutive Director, Telecom Industry Group,

Southeast Asia

AMPLE INTELLIGENCE ON APP ‘DOWNLOADS’ ISAVAILABLE TODAY

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WHO ARETHESE APPSPOPULARWITH?

HOWENGAGEDARE USERS?

LIMITED KNOWLEDGE OF ACTUAL ‘USAGE’ PERSISTS

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WHO ARETHESE APPSPOPULARWITH?

HOWENGAGEDARE USERS?

IT’S WHAT HAPPENS AFTER THE APP IS DOWNLOADEDTHAT MATTERS

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Downloadcompleted

Track engagement Reach consumers withhigh engagement

SAY DO

BECAUSE WE KNOW WHAT SMARTPHONE USERS…..

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SAY DO

60%

40%

90%

90%

Social Networking

Web Browsing DOSAY

DOSAY

IN REALITY, PEOPLE USE THEIR SMARTPHONESMORE THAN THEY SAY THEY DO

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Source: Smartphone Insights 2013 & Nielsen Informate Mobile Insights June 2013

90%

50%

60%

50%

90%

SMS/MMS

IM/CHAT

SAY

DOSAY

DOSAY

UNCOMMON INSIGHTSfor mobile marketers in Asia

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7

UNCOMMON INSIGHTSfor mobile marketers in Asia

13% 13% 20% 25% 29%

51%70%

Smartphone Non-Smartphone

58% 73%

1/10

SMARTPHONE ADOPTION CONTINUES TO GROWSTEADILY IN ASIA

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Source: Nielsen Smartphone Insights 2013Vietnam data is for 2012

87% 87% 80% 75% 71%

49%23%

18% 15%30%

77% 82% 85%70%

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Vietnam

58% 73%27%

65% 59%

27%18% 10% NA

2011/2012 smartphone penetration

NA

YOUNGER CONSUMERS ARE DRIVING ADOPTIONIN MOST MARKET

Smartphone ownership among mobile phone users

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Vietnam

87% 87% 80% 75% 75% 49% 23% 18% 15% 30%

2/10Co

pyrig

ht ©

2013

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Vietnam

Adoption Driven by

MALES MALESMALESMALES

16-34yo

16-34yo

45-64yo

16-24yo

25-34yo

FEMALES

25-49yo

16-34yo

25-34yo

16-34yo

MALESBOTHBOTHBOTH

Source: Nielsen Smartphone Insights 2013

16-34yo

MALES

3/10

AND THEY ARE USING SMARTPHONES DIFFERENTLY

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INDUSTRY

Americans using

datingapps has

already doubledsince 2012 –

reaching 13.7million

52% ofRussian

smartphone ownersuse apps for

maps/navigationand search

60% ofIndian

smartphone userswatch video on

mobile

4/10

SMARTPHONES ARE CHANGING BEHAVIOR

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Source: Nielsen Smartphone Insights 2013

Americans using

datingapps has

already doubledsince 2012 –

reaching 13.7million

52% ofRussian

smartphone ownersuse apps for

maps/navigationand search

60% ofIndian

smartphone userswatch video on

mobile

40% ofsmartphone owners

in South Koreaand China usetheir devices while

shopping

85%consumers in the USuse a mobile device

while watchingTV

MORE THAN 1.2BILLION APPUSERSGLOBALLY 1 IN EVERY 5 MOBILE

USERS GLOBALLY TODAY

5/10

CONSUMERS ARE BEGINNING TO USE APPS

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1 IN EVERY 5 MOBILEUSERS GLOBALLY TODAY

APP USERBASE EXPECTED TO GROW 4 TIMES IN THE NEXT 4 YEARS

Source: Portio Research via mobiThinking

WHICH COUNTRY'S CONSUMERS SPEND MAXIMUMTIME ON THEIR SMARTPHONES PER DAY?

a. INDONESIAb. MALAYSIAc. PHILIPPINESd. THAILAND

Q:

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WHICH COUNTRY'S CONSUMERS SPEND MAXIMUMTIME ON THEIR SMARTPHONES PER DAY?

a. INDONESIAb. MALAYSIAc. PHILIPPINESd. THAILAND

MALAYSIA ~ 4 HOURS / DAYA:

Total Active Time On Phone

TOTA

L TIM

E

TOTA

L TIM

E

TOTA

L TIM

E

TOTA

L TIM

E

171

196209

249

6/10

SMARTPHONE USERS: A CAPTIVE AUDIENCE FOR YOU

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Source : Nielsen Informate Mobile Insights June 2013

TOTA

L TIM

E

TOTA

L TIM

E

TOTA

L TIM

E

TOTA

L TIM

E

4563 69 70

41 40 4666

50 5171 77

Philippines Indonesia Thailand Malaysia

Total Time Mins on Comms Mins on Apps Mins on Entertainment

TOTA

L TIM

E

TOTA

L TIM

E

TOTA

L TIM

E

TOTA

L TIM

E

810121416

Malaysia Thailand Indonesia India Philippines

Usage of key activities peaks during late night

7/10

NEW ‘PRIME TIME’ FOR MOBILE?

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10

6:00

7:00

8:00

9:00

10:0

011

:00

12:0

013

:00

14:0

015

:00

16:0

017

:00

18:0

019

:00

20:0

021

:00

22:0

023

:00

0:00

1:00

2:00

3:00

4:00

5:00

All figures represent time spent in minutesSource : Nielsen Informate Mobile Insights July 2013

HOW MANY APPS ARE DOWNLOADED BY SOUTH EASTASIAN SMARTPHONE USERS IN A MONTH ON AVERAGE?a. <10b. 10-15c. 15-20d. > 20

Q:

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HOW MANY APPS ARE DOWNLOADED BY SOUTH EASTASIAN SMARTPHONE USERS IN A MONTH ON AVERAGE?a. <10b. 10-15c. 15-20d. > 20

11 APPS IN A MONTHA:

Average # of App Downloads/Month

MALAYSIA INDONESIA PHILIPPINESTHAILAND INDIA

14

12

Male 10

14

12

8

8

5

14

12

Males download more apps, except in Thailand

8/10

APP DOWNLOADED BY TEENS AND YOUNG ADULTSGE

NDE

R

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12Female

171514

11

15-24

25-35

36-40

40+

14

11121213

8

1391111

5

9877

12

141413

11

Source : Nielsen Informate Mobile Insights July 2013

GEN

DER

AGE

POLL:

TOP APPIN SOUTHEAST ASIA?

POLL:

TOP APPIN SOUTHEAST ASIA?

TOP APPIN SOUTHEAST ASIA?

1st inIndonesia, Malaysia, Philippines andVietnam

Top 5 inThailand, MalaysiaPhilippinesand Vietnam

3rd inIndonesia andMalaysia8th in Thailand

4th inPhilippinesand 5th inMalaysia

Top 10 Smartphone Apps in South East Asia (June 2013)

Rank App Name

1 Facebook

2 Google Play Store

3 YouTube

Rank App Name

1 Facebook

2 BBM

3 WhatsApp

Rank App Name

1 Line

2 Facebook

3 Top Eleven

Rank App Name

1 Facebook

2 WeChat

3 WhatsApp

MALAYSIAINDONESIAPHILIPPINES THAILAND

9/10

Rank App Name

1 Facebook

2 Google +

3 YouTube

VIETNAM

FACEBOOK DOMINATES THE REGION ON ENGAGEMENT

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4 Viber

5 Candy Crush Saga

6 WeChat

7 Facebook Messenger

8 Google Search

9 Skype

10 Drag Racing

4 LINE

5 Top Eleven

6 Google Play Store

7 WeChat

8 Twitter

9 YouTube

10 BlackBerry World

4 YouTube

5 Google Play Store

6 Poker Texas Boyaa

7 Candy Crush Saga

8 Whatsapp

9 Instagram

10 Google search

4 YouTube

5 Google Play Store

6 Candy Crush Saga

7 LINE

8 Instagram

9 Viber

10 Pou My Pet Alien

Source : Nielsen Informate Mobile Insights June 2013

Vietnam: Survey Data

4 Gmail

5 Zing MP3

6 Google Maps

7 Viber

8 Candy Crush

9 Fruit Ninja

10 Wechat

Rank App Name

1 Facebook

2 Google Play Store

3 YouTube

Rank App Name

1 Facebook

2 BBM

3 WhatsApp

Rank App Name

1 Line

2 Facebook

3 Top Eleven

Rank App Name

1 Facebook

2 WeChat

3 WhatsApp

MALAYSIAINDONESIAPHILIPPINES THAILAND

Rank App Name

1 Facebook

2 Google +

3 YouTube

VIETNAM

Pressure on Traditional Methods of Communication but also Provides Large ‘Reach’ OpportunityCHAT & VOIP APPS ARE BECOMING BIG

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4 Viber

5 Candy Crush Saga

6 WeChat

7 Facebook Messenger

8 Google Search

9 Skype

10 Drag Racing

4 LINE

5 Top Eleven

6 Google Play Store

7 WeChat

8 Twitter

9 YouTube

10 BlackBerry World

4 YouTube

5 Google Play Store

6 Poker Texas Boyaa

7 Candy Crush Saga

8 Whatsapp

9 Instagram

10 Google search

4 YouTube

5 Google Play Store

6 Candy Crush Saga

7 LINE

8 Instagram

9 Viber

10 Pou My Pet Alien

4 Gmail

5 Zing MP3

6 Google Maps

7 Viber

8 Candy Crush

9 Fruit Ninja

10 Wechat

Source : Nielsen Informate Mobile Insights June 2013

Vietnam: Survey Data

WHO SPENDS MORE TIME ON CHAT APPS?MEN OR WOMEN?

a. Men (30%+ more)b. Men (10-20% more)c. Women (10-20% more)d. Women (30%+ more)

Q:

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WHO SPENDS MORE TIME ON CHAT APPS?MEN OR WOMEN?

a. Men (30%+ more)b. Men (10-20% more)c. Women (10-20% more)d. Women (30%+ more)

Women spend 50% more timeA:

42

50

56

4650

Time spent in minutes per day on chat apps

What are we doing about it? Target females with chat features and relatedvalue propositions

WOMEN LOVE TO CHAT

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31 30

18

8

18

Malaysia Thailand Indonesia India Philippines

Source : Nielsen Informate Mobile Insights July 2013

In-app advertising will reach $10.4 Billion by 2017. 5 Times the size in 2012

$12,000TOTAL IN-APPADVERTISINGSPEND ($M) ONMOBILE DEVICESSPLIT BY 8 KEYREGIONS2012-2017

10/10

THE MARKET FOR IN-APP ADVERTISING LIKELY TOGROW 5X BY 2017

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Source: Juniper Research

20172012

$0

• AFRICA & MIDDLE EAST• REST OF ASIA PACIFIC• INDIAN SUBCONTINENT• FAR EAST & CHINA• CENTRAL & EASTERN EUROPE• WESTERN EUROPE• LATIN AMERICA• NORTH AMERICA

TOTAL IN-APPADVERTISINGSPEND ($M) ONMOBILE DEVICESSPLIT BY 8 KEYREGIONS2012-2017

APP-SOLUTELY

SMARTPHONE ENGAGEMENT CONTINUES UPWARDSA WINNING MOBILE STRATEGY?

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APP-SOLUTELY

REMEMBER THAT THE STORY JUST BEGINS AFTERTHE DOWNLOADING IS DONE

WHAT WHO WHEN+ + =

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WHAT WHO WHEN

APPS & CONTENT TOTARGET

DEMOGRAPHICYOUNG VS. OLD

MALES VS. FEMALES

DAYPARTDYNAMIC REACH

+ + =

DRIVINGGROWTH

Thank youTHANK YOUThank youPartners