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Asia Mobile Telecom Innovations  Solidiance  MMA

Asia Mobile Telecom Innovations Solidiance MMA



Special focus on the Asia mobile healthcare and Asia mobile music markets in this paper. Solidiance and the Mobile Marketing Association (MMA) team up to review technology and application changes in ...

Special focus on the Asia mobile healthcare and Asia mobile music markets in this paper. Solidiance and the Mobile Marketing Association (MMA) team up to review technology and application changes in the Asia mobile industry.



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    Asia Mobile Telecom Innovations  Solidiance  MMA Asia Mobile Telecom Innovations Solidiance MMA Presentation Transcript

    • asia mobile telecommunication innovations A paper on the emerging trends in mobile communications growth in Asia October 2009
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Mobile telecommunications has impacted societies in various ways across the globe. In Asia, it has driven a variety of changes that have altered the lives of many ranging from professionals to rural shopkeepers. Across emerging markets in Asia, mobile phones have served as “ ‘enablers’ for a large number of consumers that previously had been isolated due to a lack of access to The high penetration of mobile communications. Here we will look at some of the drivers devices as compared with personal behind mobile telecommunication adoption in this region. computers presents us with the Within Asia, the entire spectrum of demographics can be seen, which also provides for a range of emerging trends opportunity to convert a technology that are distinct to the region. Whereas in mature product into a medium for ” markets such as Singapore and Hong Kong emerging trends are tied to the adoption of Smartphones and 3G personalized engagement. technology, in emerging markets such as India, the trends are premised upon mobile phone proliferation allowing Rohit Dadwal – Managing Director, Mobile consumers to perform fundamental tasks that they Marketing Association previously had been unable to do. Handset prices and the cost of services have dropped significantly across many Asian markets, which has served to democratize mobile communications in a way that has changed the lives for many. 2
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Sizing up the Asian Market Asian mobile users consist of roughly a third of the 1000 Asia - Mobile versus internet subscribers (2008) in Millions world’s overall market, which crossed the 4bn mark near Source: Solidiance Connectivity trends, 2009 900 the end of 2008; many anticipate the majority of the next billion users coming from Asia. 800 In addition to the mature markets, many Asian emerging 700 countries are quickly becoming larger and more 600 sophisticated mobile telecom markets. A quick review of some Asian mobile telecom markets shows 20-30% 500 Internet annual growth across many countries, driven in part by 400 Mobile the demands of a tech-savvy younger generation. 300 Growth across all areas of mobile telecom in Asia – whether it be infrastructure, mobile phone 200 subscriptions, mobile Internet, SMS, or gaming – is 100 happening at an explosive pace. Adoption of mobile communications is outpacing internet adoption across the 0 region, and by substantial amounts (see graph). As an China India Vietnam Philippines Thailand Malaysia Singapore example of the growth being seen in parts of the industry, revenues from mobile gaming for the Asia Pacific region have increased from $1bn USD in 2002 to Country Mobile Penetration Rate (2008) $2.3bn USD in 2008, making it the largest regional Hong Kong 167% market; this growth is expected to continue with the market forecasted to reach $3.4bn USD by 2011. India Singapore 131% has been leading the way in terms of growth within this Australia 109% space; between 2007 and 2008, the number of mobile gamers grew from 153.4m to 237m users. Malaysia 99% On the mobile value added services side, the Asia Pacific Thailand 97% region has seen consistent growth in SMS usage. The low Japan 86% cost and ease of use that drives SMS usage globally are in essence the same drivers in this market. An example Philippines 78% of SMS adoption in the region is the Philippines, where Vietnam 73% the average user sends 400 SMS per month (highest in the world). Comparatively, the average user in the US Indonesia 65% sends roughly 60 SMS per month. China 49% India 31% 3
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Affordability and functionality driving growth Mobile phone adoption in Asia is being driven by various Countries With Most Affordable Handsets in Asia (in order of factors, with functionality and affordability leading the way ranking) among consumers. A key barrier to adoption had been the price of a handset, but industry players have made China dramatic strides in recent years to remove this barrier. A key example in the Indian market was the ‘Pioneer India promotion’ offered by Reliance in 2002, which included a free handset to customers. Initiatives such as this have Indonesia been a catalyst for growth across the region. Pakistan Affordability has been driven not only by the availability of affordable handsets for low income consumers, but also by lower service prices driven by highly competitive Bangladesh market places. Thailand Indonesia is an example of a market where price wars have driven down the cost of service for consumers. As a Philippines result, the number of subscribers in Indonesia has been growing at a blistering pace (see graph). Operators face a catch-22, as ARPU figures are falling, but lower prices Indonesia mobile subscribers – 2006 -2013 Millions are drawing in consumers living on the margin. Source: Solidiance Connectivity trends, 2008 450 With regards to functionality, the market for Smartphones 400 has been growing across Asia Pacific. By the end of 2009, this region will account for nearly 30% of the overall 350 market for Smartphones. This highlights an emerging 300 polarity in the handset market, as growth is being driven 250 from the ‘ends’ of the consumer spectrum. 200 150 100 50 0 2006 2007 2008 2009f 2010f 2011f 2012f 2013f 4
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Case Study: CellBazaar In 2005, Kamal Quadir was struck by the fact that a $20 In this way, mobile phones are serving to fundamentally mobile phone had the same processing power as a 1968 change societies to an extent similar to the internet in super-computer. With that in mind, the MIT Sloan School developed economies. Among those who use mobiles of Management graduate created CellBazaar, a mobile as a device for buying and selling, CellBazaar opens up ad-listing service that acts in a way similar to Craigslist or opportunities for entrepreneurs who want to find a new eBay, allowing potential buyers and sellers to connect channel in the mobile space, as well as those seeking to remotely before ultimately exchanging goods in person. start a business but either want to bypass the expense of investing in a bricks-and-mortar shop or who lack the “In poor countries, telephone operators can address the opportunity to properly launch a business (e.g. stay-at- barrier of low purchasing power by simply seeing the home women entrepreneurs). In under three telephone as a productivity tool,” Quadir remarks. “They years, CellBazaar has become the largest m-commerce should see their consumers as producers.” Since he company in Bangladesh with 60% of its users coming launched the service in Bangladesh in 2006, farmers and from rural villages. fisherman can check the prices their goods will be sold at from a standard mobile handset, taxi drivers can use the This is only one example of a phenomenon that can be service to run a side business for extra income, and seen throughout Asia. In China, mobile phones are women in remote villages can support their families by used to close business deals on the spot, to check reselling mobile phone services. inventories for time-to-market status, to choreograph business meetings and to access entertainment, with According to the World Bank, a 10% increase in mobile new and innovative uses constantly being introduced. phone penetration increases GDP growth by 0.6%. More tangibly, it can limit unnecessary travel. For someone living in a rural area who must travel 5-10km on foot to “ reach their local store or doctor, the ability to get information before hand regarding the availability of the In Asia people in developing doctor or a product serves as tremendous value. countries treat the phone as a business investment that quickly pays for itself. They use it as a device ” to facilitate business transactions. Kamal Quadir – CEO, CellBazaar, 2009 5
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Mobile marketing: the next big thing According to Rohit Dadwal: The speed of mobile device proliferation has surpassed Both mobile banking and mobile gaming, through that of previous technologies like television, radio and the SMS, WAP, Bluetooth and in-application advertising are Internet. Early this year, it was estimated that over 2 proving to be ready channels for connecting with billion cellphone subscriptions were active in the Asia customers. Pacific region, more than half the global count. In addition, the increase of function-rich smart phones in As emerging and mature markets co-exist in the the market with larger screen size, better web browsing region, mobile is the common connector, greatly capabilities and longer battery life, combined with “all exceeding PC penetration in a number of countries. In the you can eat” data packages is driving the growth of the Philippines, for example, we see over 70% mobile mobile Internet. penetration as compared to PC penetration of less than half. Undoubtedly, the mobile device is the most personal technology in use today, a fact that presents immense potential for engagement through mobile advertising and marketing. Choice Confidentiality Control Rules of customer engagement on mobile Constraint Customization Consideration 6
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Smartphones On the high end, Smartphones and data services are in Device Key Functionalities increased use, but are no longer limited to niche business users. The price of data service has had downward iPhone Media Camera Web Wifi pressure fuelling adoption, and Smartphones are widely Player Browsing compatible available at multiple price points. Markets such as Singapore, Hong Kong and Korea are often thought of as ‘leading indicators’ for the mobile Blackberry Push Internet Web GPS like telecom market, with consumers being early adopters of Email Faxing Browsing map advancements in the industry. Smartphones have gained capabilities a foothold in the region, with the 2009 Asia Pacific market estimated to be 52m devices. The iPhone is one of these Smartphones that we profile below. iPhone The iPhone has enjoyed considerable success in Europe and the US. According to Mark Randolph, Managing Quick Stats Director of Motorola Singapore Innovation Center: “The iPhone was innovative. Apple leveraged their capabilities in media and music to jump into an entirely tangential Asia-Pacific Handset Market 228m market of mobile telecoms. No one else has been able to do that yet. The term ‘iPhone killer’, testifies to its Smartphone % of Overall Asia Pacific 26.5% success. The Asian market is hungry for a phone with Handset Market extensive media capabilities”. Despite small nuances that set the iPhone apart, the technology itself is not wholly remarkable. “It has the best iPhones Sold Globally (through June-09) 18.7m browser to date,” Randolf adds. “Using the touch screen, you can navigate everything with your thumb; there is no need for a stylus.” iPhones sold in India ~50k 29% of China’s Internet users access the web via their mobile phone. In Japan, more people use a mobile than a laptop to access the Internet. Indeed, as Randolph notes: “Mobile Internet user interface, especially search, is an area of great potential.” 7
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Smartphones According to Damien Duhamel: However Asia is not Europe and the US. Here, consumers are much more tech-driven than “Innovation within the iPhone is incremental at best. It is Western counterparts, regularly changing phones and truly beautiful, but it is not disruptive per se; it will not brands. Apple can forget about submerging Japan and send tremors throughout the mobile phone world. Apple’s Korea with its phone; their markets remain quasi-locked commercial magic remains centered on borrowing to outsiders. India and China may be the biggest mobile existing technologies, magnifying them, packaging them markets in the world but few will want to pay $200-300 into stylish design and creating best-of-breed marketing USD for a phone with a hefty monthly subscription. That buzz. No other consumer electronics manufacturer has leaves smaller markets such as Hong reached the same level of ‘Brand Coolness’ as Apple. Kong, Taiwan, and Singapore, to boost Apple’s global The iPhone will be a status icon, just like the iPod. sales.” 8
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Functionality driving growth We expand on the phrase ‘functionality’ by showing two Emerging Functionality (2) snapshots of emerging mobile functionalities that are Mobile Gaming driving growth in Asia. Each targets a different customer segment, which provides a glimpse as to how mobile This market has been in existence for much of the last phones have become versatile tools with features decade, but has continued to evolve with handsets catering to a variety of needs. offering more robust platforms. As such, the increased level of sophistication seen in mobile games has Emerging Functionality (1) attracted many across Asia, in particular younger mobile Mobile Payment phone users. Driven in large part by remittance payments from Asian Mobile advertising is rapidly growing sector providing workers sending money to their countries of origin; the brands, agencies and marketers the opportunity to usage of mobile phones for other payment options is connect with consumers beyond traditional and digital starting to emerge in areas including payments to media and directly on their mobile phones. The delivery merchants for purchases. of advertising within mobile applications ( games) is still at an early stage and creates new revenue stream for publishers, distributors and service providers. And most Rohit Dadwal MMA “Financial services worldwide are importantly the revenue may be used to partially or facing tough market conditions and with over 150 million completely subsidize the price of mobile games/ subscribers accessing banking services by 2011 services that the application provides. – Rohit Dadwal reviewing transactions, paying bills etc and this represents a huge opportunity to engage with the consumers through mobile marketing” 9
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Emerging Sector (1) – Asia Mobile Payment The electronic payment industry in Asia is less mature Global remittances to developing countries – 2008 USD Billion Source: Solidiance Connectivity trends, 2009 than in more developed markets such as Singapore or Hong Kong. The industry is growing rapidly and provides 28 significant opportunities for all electronic payment India channels, namely those on mobile platforms. China 26.5 While the penetration of mobile phones continues to grow across Asia, many in the industry believe the growth of Philippines mobile payments will be enabled by physical cards / Bangladesh 18 scratch cards as opposed to online access, given Pakistan bandwidth and internet penetration issues. 7.5 160 Indonesia With a potential 200bn USD plus of global remittance 7 moving through the Asian population, analysts believe it Vietnam 6 6.8 will be a key adopter of mobile payments. Others Mobile payment market maturity, 2009 “ 100% Korea With a focus on services/product Relative m—payment maturity* Singapore innovation, mobile operators and China value added services providers are aggressively working on payment Hong Kong options through mobile platforms – 50% Thailand Malaysia which will be the most lucrative segment in the medium term across ” Indonesia Philippines India Asia. Vietnam Market maturity stage Damien Duhamel – Managing Director, Solidiance 0% Embryonic Early stage Developing Advanced Mature * Compared to mature market 10
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Emerging Sector (2) – Asia Mobile Gaming While mobile gaming across European markets and the Asia mobile gaming revenue forecast (2011) in USD million US saw moderate growth in 2008, Asia Pacific (in Source: Solidiance Connectivity trends, 2009 particular India) witnessed significantly stronger growth. Rising mobile penetration, increased adoption of Smartphones, and a large segment of young mobile Rest of the World phone users have combined to drive growth in mobile gaming. 2011 As an example, India witnessed sharp growth in 2008 2008 North America revenues from mobile gaming. With a growing pool of mobile gaming developers and better integration among mobile operations, handset manufacturers and software providers, an ecosystem has been established to put out this increasingly popular value added service for Indian Western Europe consumers. Analysts estimate the current market size for this industry in India to be 15m USD, a substantial amount for a market that is very much still in its infancy. Asia Pacific 0 1000 2000 3000 4000 “ Asia Pacific is an emerging market in the gaming space. With the growing adoption of gaming across ” platforms, its a lucrative market in the short term. Nelson Allen – Director, Xbox Hardware APAC and Greater China , March 2009 11
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Emerging Sector (3) – Asia Mobile Healthcare Mobile healthcare is another fast growing segment in Asia Asia mobile healthcare revenue forecast (2010) in USD million Pacific. In a recent study Solidiance estimated that the Source: Solidiance Connectivity trends, 2009 Asia mobile healthcare business is currently growing at 80% year on year. With a booming Asian ageing but tech- 135 friendly population mobile healthcare is poised to boom. In 15 2010 the Asia Pacific mobile healthcare business will be Japan 35 estimated to be worth just under USD 1 Billion with 70% of Korea users in more advanced economies. The business is comprised of software/applications development, system 75 China 490 integrators, mobile integrators, mobile marketing, mobile Australia operators and handset players, and hospitals. Applications Taiwan/HK are as wide as remote patient monitoring, mobile 80 Singapore nursing, mobile medical records access, access to free mobile healthcare information, … Rest of Asia Mobile healthcare innovation seems to be driving from 160 Asia. Already Japan, Korea and Australia have seen home “ grown firms taking the lead in the region. Korea-based Healthpia launched the world's first diabetic phone--that Asia Pacific is prime testing ground is, a mobile phone (Iphone friendly) with the ability to measure the blood sugar levels of diabetic users--in Seoul for Mobile Healthcare. Asia is in May. Users place a drop of blood on the end of a strip of wired, adopts technologies faster testing paper, stick the paper into a sensor located in the extra battery pack, and get a reading on the phone screen. than any other continents, and The reading is stored in the phone and also forwarded to there are billions of dollars pumped an online database, which can be accessed not only by the patients, but doctors. Another example is Taiwan Mobile into the Asia healthcare industry to Healthcare Services. It provides high-bandwidth links for improved the current infrastructure. ” doctors treating patients at Taipei Medical University Hospital, Tri-Service General Hospital and Taipei City-Wan Mark Lee – Medtech Practice Head - Solidiance Fang Hospital. As part of the government’s M-Taiwan initiative, a wireless solution gives doctors virtual access to patient medical records, monitors the condition of long- term sufferers of chronic diseases, provides high-quality diagnostic images and video, and provides remote outpatient registration to improve healthcare services. 12
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Emerging Sector (4) – Asia Mobile Music Mobile operators may soon be your music supplier . With Japan – Korea 2000-2015 music sales USD Billion the fast disappearance of CDs, new music distribution Source: Solidiance Connectivity trends, 2009 7000 models are springing up around Asia . Korea is already the world leader in online music sales 6000 with just over 90% of music sales coming from online technologies which puts Korea #1in the world. In 5000 2009, mobile music sales in Korea will hit USD 390 million and at the current growth rate the industry should 4000 2000 Offline hit USD 500 million by 2015. Similar trends are 2000 Mobile observed in Japan. 3000 2000 PC Mobile operators in Korea have been the fastest to innovate and capture the mobile music market. Since 2000 2008, Korean mobile carriers, especially SK Telecom view music streaming and downloading as the next cash 1000 cow for data services. In a quasi coup d'état the Korean mobile operators have transformed the music distribution 0 J K J K J K J K J K J K J K J K J K J K J K J K platforms. 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2015 SK Telecom, has provided a mobile music portal service called ‘MelOn’ since 2004. MelOn is the first How did the Korean mobile operators innovate and transform the integrated, wired and wireless, music service that allows music industry? users to enjoy music virtually anytime, anywhere using a -Thanks to its mobile music platform convenience and affordability, music portable MP3 player, a PC, or a mobile phone. The key piracy in Korea has dramatically dropped to negligible levels. MelOn interface is a music download and streaming Internet portal, www.melon.co.kr. The service is similar to -The Korean music industry has been revived after a few years of limited a rental service, with users “renting” tracks on a monthly growth. basis for use on various terminals. MelOn users pay a -Content providers are either being acquired / merged or forced out of 5000 won (US$4.50) monthly subscription to stream business by the mobile operators which are now becoming music music or download tracks to their phone as long as their integrators more than just distributors. subscription is current. To download tracks onto the handset, users pay for airtime at regular call - With 30% margins, the Korean mobile operators commend the highest rates, regardless of the size of the track. distribution margin in the Korean music value chain This end-user friendly platform has completely changed - With the artists themselves, mobile operators have become by far the main the music landscape and is now being reproduced in drivers and key success factors of music in Korea. Australia, Hong Kong, Singapore, Thailand by local -Only smart phones need to apply... mobile operators. 13
    • Mobile Telecommunications in Asia A paper on the emerging trends in mobile communications growth in Asia Summary The mobile communications market in Asia is changing Attractiveness of the Asia Pacific markets surveyed for the livelihoods of those living on the margin, and offering mobile marketing activities. The size of the market is ever increasing functionality to users in mature markets. large and mobile phone users are receptive to this Mobile service has yet to become a commodity due to the application of the technology. fact that it is constantly evolving; with downward pressure on the price of having mobile service serving to The importance of the mobile phone in daily life is also a democratize what was once a convenience item limited to predictor of its potential value as a marketing vehicle. a small portion of society, the ripple effects associated Most users in China (71%) and India (76%) attach high with higher mobile penetration are starting to emerge. For importance to their mobile phones and also are very certain low income markets, mobile phones are gaining a dependent on these devices– 60% and foothold where computers and the internet have 59%, respectively. Users in Japan (39%) and Australia not, bringing many of the same features but without the (42%) also place high importance on their mobile higher costs. If a single force can be identified as driving phones. Asia’s poor closer towards a middle class life, mobile penetration would rank at the top of the list. Use of multiple phone features bodes well for acceptance of mobile marketing as it indicates an With regards to the trends in more mature openness to using the device for different applications markets, increasing functionality and the proliferation of along side the immediacy of the information and Smartphones has had ripple effects different than those convenience are perceived as the greatest benefits. seen in emerging markets. The iPhone, Blackberry devices have served, in a very short time frame, to dramatically increase the capabilities consumers can access through their handsets. With Skype, email, web browsing, and a variety of other options made available in a single handheld device, Smartphones have essentially integrated the functionality of computers and mobile phones. This trend of convergence and increased functionality will be furthered by Google’s entrance into this space with the Android device. The impact of these devices on businesses and normal consumers has been dramatic; if Smartphones follow the same trend as traditional handsets in their proliferation among low income users, there is a high likelihood of an even more dramatic ‘enabling’ effect for consumers living on the margin. 14
    • Solidiance is a marketing and innovation strategy consulting firm with focus on growth in Asia Pacific. We are devoted to working side-by-side with our clients to outpace the competition, close gaps in growth and deliver breakthroughs in performance and profitability. Our Asia focus provides our clients with a better understanding of intrinsic regional issues. The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines & best practices for sustainable growth, & evangelize the use of the mobile channel. MMA has more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. www.mmaglobal.com To subscribe to further white papers and to learn more about Solidiance please visit: www.solidiance.com Damien Duhamel – Managing Director Rohit Dadwal – Managing Director, MMA Mark Lee – Principal Prior to joining Solidiance, Damien started out Rohit Dadwal is Managing Director (MD) for Mark is a Principal based in the Singapore his career in 1995 by setting up a boutique the Mobile Marketing Association’s Asia office with more than ten years of consulting business-consulting firm in Ho Chi Minh City Pacific (APAC) branch, running the regional experience. Mark has a strong focus on helping foreign companies to enter and headquarters in Singapore. He joined the quantitative based projects. Previous roles capture market share in Vietnam. The Mobile Marketing Association (MMA) in include being regional manager for Synovate company was sold early 2000. In 1990 November 2008, having spent eight years at Business Consulting in Singapore, handling Damien was the first French student to join Microsoft during which time he participated in projects for MNCs across Asia, focused the Hanoi University since Vietnam’s MMA activity as a board member. In his role predominantly on the healthcare and medtech independence. Damien has worked on as MD, Rohit is focused on building a space. Mark managed most medical dozens of Vietnam engagements with Fortune sustainable ecosystem for the mobile technology projects for MNCs where he 500 clients. He is a recognized innovation and marketing industry in the APAC advises companies on market entry, customer competitive strategy expert and has been region, promoting the MMA as the leading segmentation prioritization and growth numerously interviewed on the subject. In association for region-wide consultation on strategies. Having worked for five years in the 2006, Damien was listed in the International key industry issues such as measurement and M&A team of a Korean Conglomerate in Who’s Who. His articles on Vietnam strategy metrics, mobile advertising guidelines, codes Spain, Mark also has vast experience with are regularly published in leading publications. of conduct and consumer best practices.”. mergers and acquisitions in Europe, Asia and Damien holds a business bachelor degree Africa. Mark is fluent in Korean, English and from the Victoria University and a MBA from Spanish. He holds a BS in mechanical the Chicago University. He speaks engineering, from the Worcester Polytechnic English, French, Vietnamese and “survival Institute (United States) and a MBA from the Japanese”. University of Rochester. China Singapore Thailand Suite 801 Suite 17-01 Suite 32-05 Hong Kong Plaza High Street Center Interchange 21 283 Huaihai Road Central 1 North Bridge Road 399 Sukhumvit Road Shanghai 200021 Singapore 179094 Bangkok 10110 Tel: +86 21 5168 8905 Tel: +65 6408 8208 Tel: +66 (0)2 660 3638 15