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Indonesia mobile market overview 2013

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  • 1. Indonesia Mobile Market Overview 2013
  • 2. Know the Market Indonesian population 2012 (Millions) --2.5 Monthly household expenditure (IDR Millions) Elite Indonesian population 2020 (Millions) 7.5 and more 6.9 6.6 Affluent 5.0 –less than 7.5 16.5 23.2 Upper middle 3.0 –less than 5.0 49.3 41.6 Middle 2.0 –less than 3.0 68.2 44.4 Emerging middle 1.5 –less than 2.0 50.5 65.4 Aspirant 1.0 –less than 1.5 47.9 64.5 Poor Less than 1.0 28.3 74 Mio MACs in 2012 141 Mio MACs in 2020 Source: BCG, March 2013
  • 3. See the Trend Source: Red Wing Asia, 2013
  • 4. Competitors Benchmark Unit Analysis Touchten Agate Studio Tanoshii Studio Waki Mobi Major Applications Games Games Games, Creative Biz software, Utilities apps, Games Platform iOS Facebook, Web (Flash/HTML5), i OS, Android, Win dows Mobile, Nokia Web (Flash/HTML 5), iOS (iPhone/iPad), Android, Blackberry 10 Java, Windows Mobile, iOS, Android, Blackberry 10 Business Model Paid (B2C) Paid (B2C) B2B, Free (games) B2B, Free (games) Target Market International National National National
  • 5. Mobile Apps Products in Indonesia • Free Apps – Creative content Apps • More localized • Get to know the market! • Paid Apps – Games • Major platform: iOS • Distributed; international market
  • 6. Understand Indonesian Costumers Source: Yahoo! & TNS Global, 2013 Source: e-Marketer, Jan 2013
  • 7. Understand Indonesian Costumers 2 Top 10 Free Download Apps Google Play Instant Messenger (Whatsapp, Line, Wechat, Kakao) Social Network (Facebook, Twitter) Photo Editor (Instagram, Camera360) Web Browser (Opera Mini) Games (Despicable Me) iTunes Games (Despicable Me, Monster University, Flying with Mr. Bean, Can You Escape, Monny, Candy Crush Saga) Utility (Battery Saver) Instant Messenger (KakaoTalk) Photo Editor (Typic Pro, Wonder Camera) Windows Store Instant Messenger (Line, Skype) Games (Endless Skater, Pinball FX2) Translator (Bahasa Dictionary, Bing Translator) Photo Editor (Adobe Photoshop, Instagram) Web Browser (Google) Social Network(Twitter) Source: App Annie, as of June 2013
  • 8. Understand Indonesian Costumers 3 What challenges is he facing? How often does he use? What are his habits? What does she think about? How much does she spend on? Where does she buy?
  • 9. Pivot the Product! 280 Mio Connected to mobile devices 240 Mio 192 Mio 58 Mio 30 Mio Total population, 55% under 30 years old Mobile phone ownership Smartphone penetration 3G subscription 14 Mio PC or laptop owners Source: Andy Zain, Founders Institute, 2013
  • 10. Revenue Model Breakdown Revenue Model Count of Pre 2011 Count of 2011 Count of 2012 10 Count of 2013 10 8 7 6 5 4 4 3 3 3 3 2 3 2 1 B2B B2B2C B2C C2C Source: Red Wing Asia, as of June 2013
  • 11. Business Process: Scope of Interest Digital Startup Trend Count of Pre 2011 Count of 2011 Count of 2012 Count of 2013 14 11 8 6 1 1 1 2 3 1 1 1 1 1 1 2 1 1 1 1 1 1 1 1 1 1 1 2 1 2 1 2 Source: Red Wing Asia, as of June 2013
  • 12. Christine Siagian COO, Co-founder at Inlite Indonesia Christine(at)inlite(dot)co(dot)id