(Graham Brown mobileYouth) Youth Mobile Trends Indonesia

YOUTH  YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  MOBILE  TRENDS  INDONESIA  YOUTH RESEARCH PARTNERS  PREVIEW OF  LATEST RESEARCH  Muhammad Faisal  Graham Brown  Youth Research Laboratory  Youth Research Partners  Indonesia  www.YouthResearchPartners.com  www.EnterTheLab.com  1 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  THIS SLIDESHARE WAS DISCUSSED @  WWW.YOUNGIDEASSALON.COM  WEBINAR  YOUTH RESEARCH PARTNERS  Muhammad Faisal  Graham Brown  Youth Research Laboratory  Youth Research Partners  Indonesia  www.YouthResearchPartners.com  www.EnterTheLab.com  2 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  INDONESIAN MOBILE YOUTH SATURATED  GROWTH PEAKS IN 2008. NEW GROWTH RESULT OF MULTIPLE ACCOUNT OWNERSHIP  80  25.0  MOBILE ACTIVATIONS BY AGE (MN PA)  70  20.0  60  NET ADDITIONS (MN PA)  HIGHEST  50  GROWTH IN  15.0  NET ADDITIONS  40  10.0  YOUTH RESEARCH PARTNERS  30  20  5.0  10  0  0.0  2006  2007  2008  2009  2010E  2011E  2012E  15 TO 19   20 TO 24  25 TO 29  NET ADDITIONS  SOURCE MOBILEYOUTH 2010   Figures based on mobile acJvaJons as opposed to individual owners  3 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  HOW MANY MOBILES DO YOU HAVE?  AVERAGE CITY YOUTH HAVE 2+ MOBILE PHONES  MORE THAN  THREE  THREE  TWO  YOUTH RESEARCH PARTNERS  ONE  0  10  20  30  40  50  60  % OF RESPONDENTS  SOURCE YOUTHLAB 2010  Youthlab Online survey N=118, purposive sampling  in Jakarta (18‐28 years old)  4 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  YOUTH PROFILE   ONET M20 JAKARTA  MulJ‐account and phone ownership.  NegoJates complex tariﬀs to arrive at  best usage scenario.  • 3 Mobile Phones (Nokia, Sony  YOUTH RESEARCH PARTNERS  Ericsson, Huawei)  •  Wanted Mobile: Iphone (it has all the  feature of my 3 current mobile phones)  •  Mobile usage: video call, MP3,  Internet through WIFI, Facebook,  Twi^er, Yahoo Messenger.  •  Operator Card:IM3 Indosat, XL, Esia  •  Preferred Operator Card: IM3 Indosat  (“it’s cheaper than the others”)  5 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  METRICS DRIVE DILUTION IN 20‐29 YRS  TARGETING NET ADDITIONS RESULTS IN GROWTH OF SECONDARY ACCOUNTS AND REVENUE DILUTION  SATURATION REACHED IN 2009 AMONG 20‐24  160  AND 25‐29 YR OLDS  140  MOBILE PENETRATION %  120  100  80  YOUTH RESEARCH PARTNERS  20‐24   60  25‐29  40  20  0  2006  2007  2008  2009  2010E  2011E  2012E  SOURCE MOBILEYOUTH 2010   Figures based on 2010 mobile acJvaJons as opposed to individual owners  6 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  YOUTH PROFILE   MEUTIA 27F JAKARTA  MulJ‐account ownership.  Minimal operator loyalty. Follows the  current discount/promoJon and leaves  when beêr offer available.  YOUTH RESEARCH PARTNERS  •  2 Mobile Phones (Nokia, Sony  Ericsson)  •  Wanted Mobile: Blackberry (BBM)  •  Mobile usage: Facebook & Twiêr  •  Operator Card:IM3 Indosat & AS card  •  Preferred Operator Card: None  (They’re all the same, I’ve change my  operator cards 4 Jmes just to try each  promoJon)  7 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  GROWTH OF BLACKBERRY BBM  BBM BECOMES DEFAULT MESSENGER PLATFORM REPLACING MSN IN IMPORTANCE  Mobile Messenger  “Not having a Blackberry is   suicidal, all the class materials  and informa:on are shared via  YOUTH RESEARCH PARTNERS  BlackBerry Messenger.  It’s  free! That’s why I rarely reply  to any sms”  Alvie F22   Student, Bandung  8 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  GROWTH OF TWITTER  INDONESIAN YOUTH USE TWITTER FOR CONVERSATION NOT FOR BROADCASTING INFORMATION  Twier  “I Can’t live without  BlackBerry .I Tweet while  driving, ea:ng, in  YOUTH RESEARCH PARTNERS  classroom, sharing stories  with friends..I send 1 tweet  every 10 minutes”  Ully F20   Student, Bandung  9 

YOUTH MOBILE TRENDS INDONESIA 2010 BY YOUTH RESEARCH PARTNERS  NEXT STEPS  WWW.YOUTHRESEARCHSTORE.COM  YOUTH RESEARCH PARTNERS  10 

(Graham Brown mobileYouth) Youth Mobile Trends Indonesia

by Graham Brown (mobileYouth) on Apr 28, 2010

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(Graham Brown mobileYouth) Youth Mobile Trends Indonesia — Presentation Transcript

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