(Graham Brown mobileYouth) Youth Mobile Trends Indonesia

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mobileYouth: Graham Brown of www.YouthResearchPartners.com (the people behind www.mobileYouth.org) and Muhammad Faisal of www.EnterTheLab.com discuss Youth Mobile Trends in Indonesia including …

mobileYouth: Graham Brown of www.YouthResearchPartners.com (the people behind www.mobileYouth.org) and Muhammad Faisal of www.EnterTheLab.com discuss Youth Mobile Trends in Indonesia including ownership rates, loyalty, BBM and twitter.

For the full audio discussion go to www.YoungIdeasSalon.com (webinar) and the full report PPT available @ www.YouthResearchStore.com

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  • 1. 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

  • 2. 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

  • 3. 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

  • 4. 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

  • 5. 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

  • 6. 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

  • 7. 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
be^er
offer
available.
 YOUTH
RESEARCH
PARTNERS
 • 
2
Mobile
Phones
(Nokia,
Sony
 Ericsson)
 • 
Wanted
Mobile:
Blackberry
(BBM)
 • 
Mobile
usage:
Facebook
&
Twi^er
 • 
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

  • 8. 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

  • 9. 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

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