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mobile trend summary, just for general reference

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  • 1. How  mobile  is  transforming business  in  China Sep,  2013
  • 2. What’s  going  on  in  China?
  • 3. China  becomes  the  world  largest  smartphone   market 3 source:  IDC Country 2011  Market  Share 2012  Market  Share 2015  Market  Share (forecast) 2011  -­‐  2016  CAGR CHINA 18.3% 26.5% 23.0% 26.2% USA 21.3% 17.8% 14.5% 11.6% INDIA 2.2% 2.5% 8.5% 57.5% BRAZIL 1.8% 2.3% 4.4% 44.0% UK 5.3% 4.5% 3.6% 11.5% Rest  of  World 51.1% 46.4% 46.0% 18.1% Total 100% 100% 100% 20.5% Top  five  smartphone  markets  and  market  share  for  2011,  2012,  and  2016(F)   (Shipments)
  • 4. China  smartphone  penetraFon  is  40%  with  415.7   millions  of  users 4 0% 20% 40% 60% 80% US Germany UK Norway France Brazil India Austrilia Japan China S. Korea 73% 40% 49% 66% 14% 20.8% 45% 63.7% 60.4% 42% 56.8% source:  forbes
  • 5. Chinese  Carriers  smartphone  3G  penetraFon  is  only   22%  with  China  Telecom  having  the  highest   penetraFon  at  44% 5 Subscribers New  3G  January   2013 Total  3G Total  other Total 3G  Share Total  Share China  Mobile 7.1 95.0 620.0 715.0 13% 64% China  Unicom 3.7 80.1 162.8 242.9 33% 22% China  Telecom 3.0 72.1 90.7 162.8 44% 15% Total 13.7 247.2 873.5 1120.7 22% 100% source:  forbes
  • 6. Android  is  dominaFng  China’s  smartphone  market 6 0% 20% 40% 60% 80% Android iOS Symbian BlackBerry Windows 3%4.8% 0.4% 39.2% 52.4% 2%0% 2.9% 29.6% 69.4% China U.S. Smartphone OS Market Share in 2013 Even though Android sits on the top of both China and U.S. smartphone os market, the gap ahead of iOS in China is much bigger than that in the U.S.
  • 7. As  local  vendors  rise,  Samsung  strongly  remains  top   Android  maker  in  China 7 There are several custom versions of Android in China that are tailored to the needs of Chinese consumers. 15.2% 20%
  • 8. Tablet  shipment  is  expected  to  reach  49.7  millions   of  units  by  2017,  almost  7  Fmes  that  of  2012. 8
  • 9. Over  three-­‐quarters  of  tablet  users  in  China  don’t   believe  tablets  will  replace  PCs 9
  • 10. Consumer  lifestyle  is  changing
  • 11. Mobile,  web  and  TV  consumpFon 11
  • 12. Local  player  plays  in  mobile  market  differently 12 of Chinese smartphone users on the iOS or Android platforms had used 6 apps or more in March, 2013. of smartphone users downloaded new apps during the month, with 57%downloading more than 10. 74% 93%
  • 13. In-­‐app  purchases  are  more  common  in  China  than   the  U.S. 13
  • 14. 14 In China, there is a greater tendency to be influenced to download an app based on what is featured by app store app store reviews & ratings and
  • 15. WeChat  explores  the  new  ways  to  connect 15 Voice Chat Moments Live Chat Video Call Group Chat Text Messaging QR Code Anytime. Anywhere. Anyone. A free and powerful mobile communication tool that you can use
  • 16. Text  and  Voice  messaging  are  predominant   funcFons  used  by  WeChat  users 16
  • 17. WeChat  drives  mobile  centric  consumers 17
  • 18. 18
  • 19. WeChat  grows  much  faster  than  Weibo  in  last  2   years  with  more  new  hight  frequency  users 19 0 100 200 300 400 500 600 Registeredusers(MM) 3/11 6/11 9/11 12/11 3/12 6/12 9/12 12/12 3/13 Weibo WeChat
  • 20. The  penetraFon  is  heavily  overlapped 20 57.0% 20.6%22.4%
  • 21. The  devices  -­‐  again,  smartphone 21 95.8% 80.7% 95.8% of WeChat users access via their mobile phones 80.7% of Weibo users access via their mobile phones Mobile phones are No.1 device for both WeChat and Weibo Much more Weibo users access via their desktops, laptops, and tablets
  • 22. www.dratio.comwww.dratio.com 用户使用微信的时间更长,黏性更强  每天使用3小时以上的微信用户比例均高于微博用户,5小时以上的用户比例更 是大大高于微博,说明微信用户的黏性更强 8.7% 4.2% 3.9% 13.4% 0% 5% 10% 15% 20% 25% 30% 35% 30分钟以下 30分钟-1个小时 1-2小时 2-3小时 3-4小时 4-5小时 5小时以上 近一个月每天平均使用时长占比 微博 微信 Users  tend  to  stay  on  WeChat  for  longer  Fme  than   Weibo   22
  • 23. The  roles  to  users 23 Media Platform for Information Personal Social Networking Tool -­‐  Browse,  absorb,  and  disseminate  informaDon -­‐  Emphasize  on  sharing  and  interacDon -­‐  Chat  in  voice  or  text -­‐  Emphasize  on  communicaDng  with  family  and  friends
  • 24. The  roles  to  users  vs  The  roles  of  marketers 24 Media Platform for Information Personal Social Networking Tool -­‐  Browse,  absorb,  and  disseminate  informaDon -­‐  Emphasize  on  sharing  and  interacDon -­‐  Chat  in  voice  or  text -­‐  Emphasize  on  communicaDng  with  family  and  friends Media Platform for Mass -­‐  Strong  disseminaDon  power -­‐  Deliver  brand  message  and  campaigns  to  fans Personalized Private Social CRM -­‐  Provide  VIP  service -­‐  Recruit  brand  fans -­‐  Online-­‐to-­‐Offline  traffic  driving
  • 25. The  content  interests  on  genders 25 News Entertainment Traveling Lifestyle Education News Finance and Economics Sports Science and Technology Cars Games
  • 26. The  age  of  users 26 WeChat users are overall younger than Weibo users. 24 years old and younger 40 years old and older 46.8% WeChat users are 24 years old or younger 44.9% Weibo users are 40 years old or older
  • 27. The  age  of  users 27 80s 80s are the heaviest users for both WeChat and Weibo. 5.5% 10.5% 7.0% 14.5%12.6% 11.1% 70s 90s The percentages of different age groups of users who spend over 5 hours on Weibo or WeChat are:
  • 28. The  occupaFon  of  users 28 More freelancers, students, and unemployed people in WeChat users. Freelancers 29.8% are WeChat users 16.7% are Weibo users. Students Unemployed people 23.1% are WeChat users 16.1% are Weibo users. 37.5% are WeChat users 12.5% are Weibo users.
  • 29. The  educaFon  of  users 29 Secondary school and under 23.1%54% WeChat has more users with lower educational level than Weibo.
  • 30. The  gender  of  users 30 Women are more likely to spend longer time on Weibo. The percentages of female users who spend over 3 hours on Weibo and WeChat are respectively: 20.5% 18.8% Men are more likely to spend longer time on WeChat. 12.8% 22.2% The percentages of male users who spend over 3 hours on Weibo and WeChat are respectively:
  • 31. Future  Trends 31 Location-based Suggestions Interest-based Suggestions Post/Repost-based Suggestions Hard Advertisement Spots Charged Combo
  • 32. Future  Trends 32 • Users who use both WeChat and Weibo will spend more time on using WeChat in future. • WeChat will lose more than half of current users if it start to charge fees. www.dratio.comwww.dratio.com 信未来被用户使用的时间更长 7.6%的微博和微信并用用户未来将使用微信更长时间,而使用微博时间长于微 用户只占29.6% 47.6% 29.6% 22.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% 微信长于微博 微博长于微信 两者差不多 微博和微信并用的用户将来(半年内)平均每天使用微 博和微信的时间长短 www.dratio.comwww.dratio.com 大多数用户不接受微信的单独收费 50.9% 42.1% 7.0% 0% 10% 20% 30% 40% 50% 60% 肯定不会再用 可能还会用 肯定还会用 微信如果单独收费的用户接受度占比  51%的微信用户表示,如果微信单独收费则“肯定不会再用”;相比之 下,只有7%的微信用户表示“肯定还会用”;  “可能还会用”的犹豫派占42%左右
  • 33. How  consumer  communicate  with  brands  on  WeChat 33
  • 34. 67%  of  WeChat  users    are  using  WeChat  public   pla]orms 34
  • 35. 35 Credit Card Users can interact with customer service representatives to get billing statements, credit lines, reward points, transaction reminder, and even pay bills via WeChat. Credit Card Non-users can apply for credit cards via WeChat.
  • 36. 36 General customers can inquiry about air fare, make flight reservations, check flight status, get weather information, and check-in for flights via WeChat. Sky Pearl Club members can check their millage and enjoy other special service via WeChat.
  • 37. 37 Users can find e-coupons, get information about latest products, find nearby stores. Moreover, as the first WeChat account that offers in-app purchases, McDonald’s offers their WeChat users a special discount they can only get by purchasing tea from within the WeChat. After clicking on “pay immediately”, users are taken to the payment page, which only supports TenPay and Chinese Bank cards.
  • 38. 38 Users can make hotel reservations, check their reservation and reward points, get specific information of particular hotel (pictures, price, address, phone number, direction, discount, nearby restaurants, etc.), receive customized notification before check-in, and even play interactive games to get coupon via WeChat. Pod Inn currently has 550,000 followers on WeChat. Among all the successful reservations, 61% are from WeChat new followers.
  • 39. m/e-­‐commerce  
  • 40. 40 China  has  become  the  world’s  largest  e-­‐commerce   market
  • 41. China  has  become  the  world’s  largest  mobile   shopping  market  and  second  largest  QR  scanning   market 41
  • 42. 42 Yihaodian  Shopping  Walls  allow  consumers  to   buy  products  by  scanning  a  QR  code  through  a   transacUon  terminal.  Their  purchases  are  then   delivered  within  24  hours.
  • 43. Coupon  Apps 43 A lot of mobile app provides location-based services that help users to find near by restaurants, entertainment, shopping malls and get mobile coupon. Dianping.com Yuele.com
  • 44. How  many  consumers  use   smartphone  in  shop? 44 of  people  in  shop  use   smartphones  in  China 872012 IPSOS / Google smart phone survey %
  • 45. 45 China’s  mobile  payments  total 151.14 The  mobile  payment  market  in  China  holds  tremendous   poten5als  and  space  for  development  and  growth. billion yuan 2012 / Deloitte Mobile Payment Industry in China
  • 46. The  mobile  shopping  market  is  promising  and  the   percentage  keeps  rising 46
  • 47. Taobao  possesses  the  majority  of  the  mobile  shopping   market  with  75.1%  market  share 47
  • 48. RFID-­‐based  Mobile  payment  is  more  popular  in   supermarkets,  convenience  stores,  shopping  malls,   and  public  transport 48
  • 49. Consumers  are  more  comfortable  with  RFID-­‐based   mobile  payment  for  small  amount  of  consumpFon 49
  • 50. 50 of  online  buyers  purchase  clothing  in  China. 81.8% What  products  do  consumers  buy   online?
  • 51. Example  of  mobile  services  in  China 51
  • 52. 52 As a real-estate management app, Suishoufangprovides realtors with a platform where they can set up profiles of clients manage information of their owned realties search apartments or houses and
  • 53. 53 This call-a-taxi app, currently available in Beijing, Shanghai, Shenzhen, Guangzhou, and Hangzhou, allows users make taxi reservation or find a taxi instantly on their smartphones.
  • 54. WeChat  5.0  as  mobile  shopping  pla]orm 54 Information Flow CRM Content Service Payment Pay Phone Bill Buy Train Ticket Make Flight Reservation Subscription Account Service Account App QR code Public Platform
  • 55. How  business  is  changing?
  • 56. Healthcare 56
  • 57. Over  2,000  mobile  healthcare  apps  are  currently   available  to  users  in  China. 57 http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20130502000001&cid=1502 With 8 million daily users and 10,000 daily questions, Chunyu provides a mobile healthcare Q&A service that allows users to look up symptoms or ask professional doctors free of charge.
  • 58. Manage Appointments Search Doctors Make Appointments Guahao  App  provides  Chinese  paFents  with  an  easy   way  to  make  appointments  with  their  doctors 58 Add Favorite Doctors
  • 59. 59 As  a  personalized  and  easy-­‐to-­‐use  tool,   Dayima  allows  users  to  track,  monitor  and  manage  their  monthly  menstrual  cycles.
  • 60. AutomoFve 60
  • 61. 61 My  BMW  Remote  app  enables  users  to   lock/unlock,  control,  and  find  their  cars   with  their  smartphones  at  a  distance.
  • 62. Working  with  Baidu,  Ford  delivers  an  enhanced  an   enhanced  app  by  allowing  users  to  use  Baidu  apps   while  driving. 62
  • 63. 63 News  &  Publishing
  • 64. NetEase  to  build  up  No.1  Media  Brand  on  Mobile   Front 64 Local&News& Personal)Account) Customized+Subscrip1on+ Reward'Points' 163$Mailbox$ Share&with&People&
  • 65. 65 With  over  7.4  million  users  by  the  end  of  2012,  iWeekly  has  been   one  of  the  most  successful  magazine  apps  in  China. 70% of the content on iWeekly is exclusive to the app.
  • 66. Mobile  Finance 66
  • 67. China  has  150  million  mobile  banking  users  in  2012,   accounFng  for  over  40%  of  mobile  banking  users   worldwide. 67 Major commercial banks saw more than 100% growth in mobile banking users in 2012, and more than 300% growth in mobile banking transaction value.
  • 68. Bank  of  China’s  new  iPad  App  provides  personalized   interacNve  experience  for  users  by  integraNng  more  funcNons. 68 The app allowing users to customize the welcome messages and favorite functions to enjoy individualized mobile financial services. The “Pool” structure of the app reduces both the updating time and network traffic. The app supports multitask operations and gives feedback on the dynamics of operation.
  • 69. Fashion 69
  • 70.  Mobile  fashion  in  China  is  sFll  at  beginning  stage 70 http://thenextweb.com/asia/2012/05/12/chinas-hottest-digital-trends-for-fashion/ 360Fashion Network is to empower the fashion industry with affordable cutting edge mobile technology worldwide. As an American company with offices in USA and China, 360Fashion Network has platforms for creating a variety of apps for different clients.
  • 71. With  1.2  millions  daily  acFve  users  on  mobile   device,  Meilishuo  has  been  No.1  Interest-­‐Driven   Fashion  Social  Network 71 Discover new styles and products Share products/outfits with followers Purchase the product directly through the site
  • 72. Retail 72
  • 73. Carrefour  Smart  Shopper  App  enables  retailers  to  engage   with  their  customers  in  a  next  generaNon  of  personalizaNon 73 Indoor&Naviga,on& The$step$by$step$naviga/on$guides$users$to$where$the$ product$they$want$is$stocked.$ Social&Shopping&Lists& Users$can$see$all$the$discounts$and$promo/ons,$or$ create$shopping$lists$and$share$with$friends.$$ Targeted&In7app&No,fica,ons& The$targeted$and$personalized$in>app$ads$are$based$on$ a$user’s$loca/on$inside$the$store,$their$selec/on$of$ par/cular$products$and$other$dimensions$of$heir$ behavior$and$profile.&
  • 74. 74 Xinxianghui  app   delivers  be_er   customer  service   by  allowing  users   to  order  food   while  waiUng  for   being  seated.