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The State of the Philippine Digital Market, Opportunities and Challenges delivered by Nico Nolledo, President and Chairman, Xurpas, Inc., a leading digital marketing company during the Asian Internet …

The State of the Philippine Digital Market, Opportunities and Challenges delivered by Nico Nolledo, President and Chairman, Xurpas, Inc., a leading digital marketing company during the Asian Internet Congress, 2010

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  • 1. Dd Digital Trends Presented by: Nix Nolledo March 4, 2010
  • 2. The Philippine Digital Market Source: IDC
  • 3. Source: Nielsen Not just a Metro Manila Phenomenon
  • 4. We are the SMS capital of the world
    • 78 Million mobile subscribers
    • 2 Billion texts sent every day
  • 5. Market Sizing
    • Approximately 500 Million Pesos invested in digital ads and service fees
    • Over a billion Pesos spent on e-commerce goods
    • Over a billion Pesos spent on virtual goods
    In 2010 everything will double!
  • 6. Several opportunities exist today to build strong web presences The Philippine web is an empty space Music Chat Schools Classifieds Toys Promos Lifestyle Games Fastfood Books Travel Kids Health Clothes Brand
  • 7. The mobile content business is in transition New NTC rules have thrown the traditional mobile content business into a state of flux
  • 8. Several opportunities for digital in 2010 and beyond for the enterprising
  • 9. “ The internet is not just a medium, it’s an economy.” The big picture
  • 10. Expanding your market 17 Million Households 10 Million Overseas Filipinos 20 Billion USD in Remittance in 2010!
  • 11. Retailers are going e-commerce
  • 12. There are thousands of micro entrepreneurs selling their wares online in social networks such as multiply Micro entrepreneurs online
  • 13. Online malls such as MyAyala.com will aggregate products and services much like the physical malls do today Major commerce hubs
  • 14. A website launching an offline store
  • 15.
    • 3 Week campaign, Ads only in morning
    • Day 2 – KFC Site crashed due to traffic
    • Day 3 – Chicken Burger out of stock
    • 150,000 Coupons Printed
    Web ads can lead to sales Print more, Save more
  • 16. Companies will allow customers to personalize their products and the overall brand experience The web offers unparalleled personalization
  • 17. The Social Network Explosion # 1 website in the Philippines Grew from 1 million to 10.5 million Philippine registered users in 1 year # 10 website in the Philippines Wasn’t in the top 100 websites in the Philippines 1 year ago
  • 18. Driving online sales via social networks
  • 19. Several million dollars sold through the Dell Twitter store Driving online sales via social networks
  • 20. The selling of virtual items
  • 21. Crowd Sourced customer service Telcos lead the way
  • 22. Trend: SNO as the new SEO Did I discover more content via Google or Facebook in the past 3 months? Over 1 billion clicks driven by bit.ly to web content in January alone, billions more through other URL shorteners and links
  • 23. The consumer as a reporter
  • 24. The Iran election
    • 2.25 Million Blog posts in 24 hours
    • 184,500 Youtube videos in one day
    • 221,400 Twits in one hour
    • 140,000 online news articles in one day
  • 25. How we consume our news is changing “ 61 % of Americans said they read the news online, only 17% say they read a national newspaper” “ For most newspapers in the United states, we would not buy them at any price. They have the possibility of going to just unending losses.” -- Warren Buffet
  • 26. There is light at the end of the tunnel iPad going on sale very soon could be the ray of hope for magazines
  • 27. The Long Tail
    • Online reputation affects public perception:
      • Half of the search results for TRINOMA are blogs
      • 3/4ths of the first 1,000 search results for SM Hypermart are blogs
    There are over 200,000 Philippine Blogs!
  • 28. Blogger Events
  • 29. The 90 – 9 – 1 Rule A majority of content in blogs, social networks, and message boards come from only 10 percent of its users
  • 30. Winning the perception battle Influence the Influencers
  • 31. Digital TV People will be watching more TV but not on their televisions Mobile TV numbers will only continue to grow More and more people are downloading their video media to their PCs 4 th most popular web site in the Philippines, 3rd in the world … And climbing
  • 32. In the US, the shift is more apparent
  • 33. The largest concert ever was watched live by over 10 million people! The internet can magnify the scale of an event a hundredfold
  • 34. News Corp and NBC have partnered to offer FREE Ad supported TV programming to any computer around the world Traditional media companies are adjusting
  • 35. Traditional media companies are adjusting
  • 36. Competition and innovation continues to drive broadband penetration Broadband prices Device prices
  • 37.
    • WAP click-thru rates tend to be 800 percent higher than their WEB banner ad counterparts
    • WAP Ads comprise 10-20 percent of the total WAP site
    Trend: Mobile Internet advertising will take off in 2010
  • 38. Obama announced his VP candidate on text messaging FIRST! Database Building Welcome to Obama Mobile. You will now be one of the 1 st notified when the VP candidate is selected. Standard charges apply. Please forward.
  • 39.
    • Students could opt-in to St. John’s emergency alerts
    • “ From public safety. Male was found on campus with a rifle. Please stay in your buildings until further notice.”
    • Only 2,100 of the 20,000 students were signed up for the program but they forwarded the message to everyone
    The power of community
    • No one was hurt
  • 40.
    • National Exam results were provided on SMS and Reliance’s Java Portal
    • All passing students receive a congratulations message from Cadbury, a Cadbury logo for their phones, and a free ring tone!
    • 19.7 Million students registered!
    • 38.5 Million hits for the service
    Content as advertising 1. Log onto R-World 2. Select Exam 3. Enter Roll No. 4. Congrats! If they pass 5. Mark sheet 6. ‘Kuch meetha ho jaye’
  • 41. Banks in South Africa alert the customer via SMS and EMAIL the following:
    • All merchant purchases
    • All money withdrawals
    • All money deposits
    • Each time the customer logs in to web banking
    Trend: New scenarios of use for the mobile device
  • 42. Withdrawal from ATM Payment using credit card Mobile bank information FNB R123.20 reserved for purchase @ Woolworths from FNB card a/c..978000. Avail R2826. 3Aug 16:43 FNB R200.00 withdrawn from FNB card a/c..47658@ Sandton ATM . Avail R927. 5Apr 13:12 Amount Merchant Part of the account number Available credit card limit Date and Time of the transaction
  • 43.
    • 5 Million SMS alerts sent each day!
    • 98 percent reduction in fraud!
    Mobile banking
  • 44. M-Commerce Users text the product code found in an advert to buy the product!
  • 45. Micro payments Turn any device into a payment card facility
  • 46. Direct to consumer apps Building on these platforms allows any mobile content provider to go global * Stanford to offer iPhone programming course
  • 47. Creative app implementations
  • 48. Mobile TV Campaigns Moving Forward Buy Now! 1.99 Euro
  • 49. Watching TV on your phone opens up a world of business opportunities Advertising “ Free TV Model” Mobile Marketing Approach “ sponsored by…” for free or low price: - get your ring tone - vote your favorite Transaction “ Ring tone Model” Interaction “ Vote & Greet Model”
  • 50. Indonesia: Half a centavo per second or 30 Centavos per minute after the 2 nd minute India: 1 Peso per minute Philippines: 4.5 Pesos per minute Mobile adoption which is already high, will only increase with price competition
  • 51. Diet SMS Service by Tata Docomo in India: 1 Paisa per character Per character charging
  • 53. Allows advertisers to know who is looking at their advertisements from up to 30 feet away! Pay per glance
  • 54.
    • Tariffs change depending on the time of day and your location
    • The percentage of savings are displayed on your phone
    Algorithm driven solutions Network Usage Time of Day
  • 55. TV Ads with tailored web ads WEB TV Ads when delivered to your screen will fire up web applications that viewers can interact with Sharp Aquos Net web enabled TVs
  • 56. Same bandwidth, clearer videos
    • Forensic Lab level technology for home use
    • Software smoothens out any video you take which results in more
    • clicks and views on Youtube
  • 57. VOIP as the new call and mobile marketing standard? WIMAX – Broadband Everywhere
  • 58. Full mobile shopping A full shopping experience directly on your phone
  • 59. Invitation to join IMMAP An association of over a hundred industry leaders
  • 60. Nix Nolledo Email: [email_address] Blog: www.digitalentrep.com The time for digital is now