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Southeast Asia Mobile Internet Market Landscape - a Nelson Wee view
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Southeast Asia Mobile Internet Market Landscape - a Nelson Wee view


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This presentation provides an overview of the Southeast Asia Mobile Internet market landscape, largely via lit search and personal analysis by Nelson Wee. It also attempts to put into perspective the …

This presentation provides an overview of the Southeast Asia Mobile Internet market landscape, largely via lit search and personal analysis by Nelson Wee. It also attempts to put into perspective the market sizing opportunities for social messenger services in Southeast Asia markets, which is largely dominated by Whatsapp and Facebook messenger at this moment.

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  • SEA market comprise the following 6 key markets – Singapore, Malaysia, Philippines, Indonesia, Thailand and Vietnam. I have excluded Brunei (typically clubbed with Malaysia) as well as Cambodia and Laos (clubbed with Vietnam as Indochina) at this point. Overview of SEA Impressive growth in SEA smartphone market - >66% of overall mobile phone pie in Q1’12 compared to 50% in Q1’11. Android accounts for 50% of all smartphone sales. But 1 in 3 mobile phones sold in Q1’12 in SEA is still a feature phone. More than 1.6M tablets sold in 2011 in SEA (Android OS leads) with 66% tablets sold (biggest tablet market is Malaysia in SEA) Singapore A city island of ~5M population with High smartphone penetration (and not to mention tablet penetration). iOS dominated followed by Android, RIM, Windows Mobile (less than 5%). Social – Singapore #55 with 2.6M FB users, Commerce – mobile commerce in Singapore (fashion, movie tickets, books top 3 categories) has grown from just 4 to 6% (S$43M/US$34M) of online ecommerce in 2010 to now 23% (S$328M/US$259M) of online commerce in 2011. Malaysia - Smartphone penetration growing with iPhone, Samsung Corby and Galaxy SII - Feature phones – Nokia C3-00 QWERTY - Social – Malaysia #17 globally with 12.5M FB users, strong blogger community - Commerce – consumer education on mobile commerce needs to be addressed with the current low take-up of 7% Philippines (world’s 12 th largest mobile market, 97% mobile penetration) Smartphones penetration and growth with iPhone, Samsung Galaxy Mini, Blackberry 9300, 8520 Features phones with Nokia C3-00 QWERTY 10 th largest mobile internet users as percentage of total online population – shareable Videos and Games drive usage. Social – PH is #8 globally with 28.8M FB users; > 2M Twitter users; Yahoo is second after Facebook in terms of most visited websites; filipinos connecting back home via social media and news content. Commerce – 17% of online commerce consumers are via mobile. Indonesia (world’s 4 th largest country with 240M population) RIM phenomenon (more than 15% or 12M out of 77M worldwide use RIM IM, email, internet surfing) – QWERTY keyboard, messaging, BBM, celebrities. But in the short term, currently, Nokia Symbian and feature phones still command largest share of mobile ad impressions in Indonesia. Social – ID is #4 globally with 42.8M FB user, top 10 globally in Twitter, Viki (Korean video content) distribution via MSFT Commerce (?) Thailand Smartphones (entry level) spur total mobile phone growth (200% in 2011 over 2010) as well as mobile ads impressions and mobile data/internet usage – web browsing, video streaming, email. Feature phones - Nokia C3-00, X2-01 qwerty Social – TH is #16 globally with 15.8M FB users. 25M internet users; with more than 1M a day accessing via mobile – 22% time on social networks Facebook and Twitter. Tablets grew 75% incremental value in Q1’12 over Q1’11; largest deployment to date of 400k tablets in schools. iPad is #5 in terms of H/S share of mobile ads impressions. Vietnam Feature phones still lead – Nokia 3110, 6300, X2-01, 6030, C1-01 Social – VN is #29 with 6.4M FB users; Yahoo 360 VN with 1.5M users (Jan 2010); local players: ZingMe, YuMe and other local forums
  • Transcript

    • 1. Southeast Asia Mobile Internet Market Landscape A view from Nelson Wee
    • 2. Southeast Asia Mobile Internet Market Landscape Vietnam •Mobile ad impressions* led by Nokia (59%), Samsung (21%), LG (6%) •75% mobile web users influenced by mobile ads when making purchases – 14% use m-commerce. •Note: 5.6B impressions in features phones versus 0.4B impressions in smartphones. Thailand •25M Internet users in 2011 (19.8M in 2010, up 26.8%) •Mobile ad impressions* led by Nokia (43%), Samsung (28%), Apple (15%) •Largest tablet deployment in schools - 400k tablets. Philippines •Fastest growing smartphone market for SEA but penetration still low at ~20%.Malaysia •Mobile ad impressions* led by Nokia (33%), Samsung (23%), RIM (18%)•Smartphone penetration •3M broadband subs; 70% made overseas video calls on PC to keep in touch.30% to 40%. •17% consumers use m-commerce; 15% use P2P payment mode.•Mobile ad impressions*led by Nokia (29%), SE Singapore(22%), Samsung (22%) •Smartphone penetration 70% to 80%.•7% consumers using m- •Mobile ad impressions* led by Apple (50%), Samsung (16%), RIM (9%)commerce •48% of all online shoppers in 2011 used m-commerce, driving sales of S$328M / US$259.4M. Indonesia •12M RIM users (basic plan start from $5/mth) •~66% cellphone users use Nokia Symbian OS (statcounter) * source: inmobi reports for SEA •Mobile ad impressions* led by Nokia (57%), Samsung (13%), SE (12%) Profile: http://www.linkedin/in/nelsonwee | Twitter: @nelsonwee | Blog: 2
    • 3. Southeast Asia Social Messenger Market Landscape (2)Market Smartphone users WhatsApp (est) Mobile FB (est) FB (total)Indonesia 95,000,000 237,500 25,000,000 50,000,000Vietnam 50,000,000 375,000 4,500,000 9,000,000Philippines 8,000,000 12,000 15,000,000 30,000,000Thailand 12,000,000 60,000 8,500,000 17,000,000Malaysia 15,000,000 472,500 6,500,000 13,000,000Singapore 5,800,000 904,800 1,450,000 2,900,000SEA TOTAL 185,800,000 2,061,800 60,950,000 121,900,000source: lit search; Mobidia Study; analysis Profile: http://www.linkedin/in/nelsonwee | Twitter: @nelsonwee | Blog: 3
    • 4. THANK YOUNelson WeeProfile: @nelsonweeBlog: