Agenda	
  
Indonesia	
  –	
  the	
  country	
  
The	
  digital	
  space	
  
Challenges	
  faced	
  
Top	
  8ps	
  to	
  wi...
Worried?	
  
Not	
  me	
  :)	
  
Remember	
  1998?	
  	
  
2014?	
  
2001?	
  	
   2009?	
  
2nd	
  fastest	
  growth	
  
Source:	
  McKinsey,	
  The	
  Economist	
  
Most	
  stable,	
  	
  
with	
  lowest	
  standa...
Young…	
  produc8ve…	
  
Bonus	
  demography	
  this	
  decade	
  
Source:	
  Indonesia	
  Economic	
  Master	
  Plan	
  (...
Growing	
  middle-­‐affluent	
  popula8on	
  
Source:	
  BCG	
  
Indonesia	
  digital	
  space…	
  
…possibly	
  the	
  most	
  aVrac8ve	
  in	
  the	
  world	
  
3rd	
  largest	
  …possibly	
  the	
  
most	
  aVrac8ve	
  in	
  
the	
  world	
  (2)	
  
2nd	
  fastest	
  
2nd	
  lowest...
Could	
  this	
  be	
  the	
  next	
  big	
  thing?	
  
“…e-­‐commerce	
  in	
  Indonesia	
  is	
  very	
  much	
  like	
 ...
Fragmented
Nobody	
  could	
  claim	
  as	
  winner…	
  
…	
  (Not	
  that	
  they	
  haven’t	
  tried)	
  
…	
  yet	
  …	...
UNIQUE	
  
1.  Close	
  social	
  knit	
  
2.  Young	
  user	
  base	
  
3.  Mobile	
  first	
  
4.  Agile	
  –	
  entrepre...
Close	
  social	
  knit…	
  ChaVy…	
  TwiVy…	
  
Jakarta	
  is	
  the	
  TwiVer	
  capital	
  of	
  the	
  world	
  
Jakar...
Young	
  user	
  base	
  
~60%	
  internet	
  	
  
users	
  between	
  
12-­‐34	
  yrs	
  old	
  
Source:	
  APJII	
  
Mobile	
  first	
  country	
  
Already	
  more	
  SIM	
  cards	
  than	
  human	
  popula8on	
  
Only	
  40%	
  adults	
  h...
Agile	
  –	
  entrepreneurial	
  	
  
40mn+	
  SMEs	
  	
  
Employing	
  90%+	
  workforce	
  
Pervasive	
  tradi8onal	
  ...
Strong	
  cultural	
  heritage	
  
Par8cular	
  need	
  
Par8cular	
  ac8on	
  trigger	
  
Par8cular	
  price	
  point	
  ...
Indonesia	
  digital	
  space	
  
has	
  its	
  specific	
  challenges	
  
1.	
  (Lack	
  of)	
  trust	
  
2.	
  (Lack	
  o...
Trust	
  
Source:	
  APJII	
  
>50%	
  reason	
  for	
  not	
  buying	
  because	
  
fear	
  of	
  fraud/	
  can’t	
  trus...
Payment	
  
20%	
  	
  	
  Banking	
  penetra8on	
  
4.5%	
  	
  Credit	
  card	
  penetra8on	
  
No	
  seamless	
  way	
 ...
Top	
  8ps	
  for	
  successful	
  digital	
  integra8on	
  	
  
Truly	
  understand	
  the	
  market	
  
-­‐	
  Use	
  lo...
 ibudisantoso@groupon.com	
  	
  
Indonesia digital landscape   groupon indonesia
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Indonesia digital landscape groupon indonesia

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Presentation by Indrasto Budisantoso, CEO Groupon Indonesia About Startup Ecommerce in Indonesia

Published in: Business, News & Politics

Indonesia digital landscape groupon indonesia

  1. 1. Agenda   Indonesia  –  the  country   The  digital  space   Challenges  faced   Top  8ps  to  win  
  2. 2. Worried?  
  3. 3. Not  me  :)  
  4. 4. Remember  1998?     2014?   2001?     2009?  
  5. 5. 2nd  fastest  growth   Source:  McKinsey,  The  Economist   Most  stable,     with  lowest  standard  devia8on  
  6. 6. Young…  produc8ve…   Bonus  demography  this  decade   Source:  Indonesia  Economic  Master  Plan  (MP3EI)  
  7. 7. Growing  middle-­‐affluent  popula8on   Source:  BCG  
  8. 8. Indonesia  digital  space…   …possibly  the  most  aVrac8ve  in  the  world  
  9. 9. 3rd  largest  …possibly  the   most  aVrac8ve  in   the  world  (2)   2nd  fastest   2nd  lowest  
  10. 10. Could  this  be  the  next  big  thing?   “…e-­‐commerce  in  Indonesia  is  very  much  like  the   early  days  of  the  e-­‐commerce  boom  in  the  US  –   customers  are  not  sure  that  they  trust  online  payments,  the  logis8cs   infrastructure  is  not  yet  built  …   But  in  other  ways,  it  is  more  like  the  early  days  of   the  e-­‐commerce  boom  in  China  –     a  lively  entrepreneurial  base  of  sellers  is  clamouring  to  get  online,  users  are   placing  great  emphasis  on  social  recommenda8ons,  and  innova8ve  payment   systems  are  emerging  ….         Over  the  next  few  years,  Indonesia  is  likely  to  create  its   own  unique  hybrid  version...”     Redwing  Asia    
  11. 11. Fragmented Nobody  could  claim  as  winner…   …  (Not  that  they  haven’t  tried)   …  yet  …  
  12. 12. UNIQUE   1.  Close  social  knit   2.  Young  user  base   3.  Mobile  first   4.  Agile  –  entrepreneurial   5.  Strong  cultural  heritage  
  13. 13. Close  social  knit…  ChaVy…  TwiVy…   Jakarta  is  the  TwiVer  capital  of  the  world   Jakarta  is  #2  FB  city,  Indonesia  is  #4  FB  country   Indonesia  has  the  highest  Path  users  in  the  world  
  14. 14. Young  user  base   ~60%  internet     users  between   12-­‐34  yrs  old   Source:  APJII  
  15. 15. Mobile  first  country   Already  more  SIM  cards  than  human  popula8on   Only  40%  adults  have  bank  account…   …yet  85%  have  mobile  phones   Mobile  browsing  intensity  is  highest  in  the  world   (661  pages  per  mth/person  –  >double  than  US/UK/China)   Source:  DeloiVe,  Opera   2nd  largest  mobile  ad  impression  aker  US  
  16. 16. Agile  –  entrepreneurial     40mn+  SMEs     Employing  90%+  workforce   Pervasive  tradi8onal  businesses  
  17. 17. Strong  cultural  heritage   Par8cular  need   Par8cular  ac8on  trigger   Par8cular  price  point   Par8cular  taste  
  18. 18. Indonesia  digital  space   has  its  specific  challenges   1.  (Lack  of)  trust   2.  (Lack  of)  seamless  payment   “Less  than  10%  of  Indonesia  internet  users  have  done  online  transac8on”  *   *  eMarketer  
  19. 19. Trust   Source:  APJII   >50%  reason  for  not  buying  because   fear  of  fraud/  can’t  trust  seen  item  
  20. 20. Payment   20%      Banking  penetra8on   4.5%    Credit  card  penetra8on   No  seamless  way  to  do  online  transac8on  for  majority  of  customers  
  21. 21. Top  8ps  for  successful  digital  integra8on     Truly  understand  the  market   -­‐  Use  local  wisdom   -­‐  What  they  need?   -­‐  What  trigger  the  ac8on?   -­‐  What  would  make  it  viral?   “Remember  that  while  we  are  talking  about  digital  world,   real  people  will  always  come  back  to  real  world”  
  22. 22.  ibudisantoso@groupon.com    
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