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ID IGF 2016 - Ekonomi 3 - Free mobile app and data col

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Presented by Sri Saraswati (BPPT)
ID IGF 2016
Sesi Ekonomi 3 - Ada Apa di Balik Layanan Gratis?
Jakarta, 15 November 2016

Published in: Internet
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ID IGF 2016 - Ekonomi 3 - Free mobile app and data col

  1. 1. FREE MOBILE APPLICATIONS & CONSUMER DATAFREE MOBILE APPLICATIONS & CONSUMER DATA 2016 NATIONAL ID2016 NATIONAL ID--IGF DIALOGUEIGF DIALOGUE2016 NATIONAL ID2016 NATIONAL ID--IGF DIALOGUEIGF DIALOGUE JakartaJakarta , November 2016, November 2016 PUSAT TEKNOLOGI INFORMASI DANPUSAT TEKNOLOGI INFORMASI DAN KOMUNIKASI, BPPTKOMUNIKASI, BPPT SriSri SaraswatiSaraswati W.W.W.W.
  2. 2. Mobile Applications • Indonesian Mobile & Internet penetrations • Numbers/percentages of free Mobile Apps increasing over time – On IOS platform >90% mobile apps were free – Other platform, like Android … >>– Other platform, like Android … >> • “Free content” or “No advertisement” ? – Like TV, Radio or online brouwsing, app users prefered free contents even if they had to endure advertisement • Mobile apps revenue generation – Indirect revenue
  3. 3. How Mobile Apps Make Money? From application developers & marketers point of view : • In-app Advertisement – Screen pop-ups, Banners, Video ads • Sponsorship – Sponsored mobile app. E.g. sponsored sport apps … • Subscriptions – Free download, free initial content, needs (monthly) subscriptions for more contents. E,.g. music/video streaming • Premium/upgraded Functionality• Premium/upgraded Functionality – Free download of limited functionality , usually for ‘tester’. Upgrade for more func. (or for removing ads) • Payed per minute of use – Amazone Underground Listed App • Selling merchandise alongside apps. • Promoting products, or even other apps • In-app Purchases (IAP) – Items to buy inside apps. E.g.. extra weapons, tools or boosters on games • Email Marketing – Collecting email address in app, for marketing offers later via email • …
  4. 4. How about Free Messenger Apps? • Line, Kakao Talk – Free-to-play video games with in-game purchases – Sell “stickers” to send as messages – Fees for official accounts for businesses and celebrities to send promotional messages • We Chat• We Chat – All of the above – .. plus e-payment feature • Whatsapp – None of the above no in app advertisement – but … partnering with Facebook, with changing T&C for users to share their contact numbers with Facebook and FB family of companies, for better/refined targeted ad. – Privacy policy.
  5. 5. The Value of Data • Statistic Bureau – National Statistic Bureau for collecting statistical data mostly for national development planning etc. – Market & social research institutions. – Data brokers : company that collects and sells data/information through public or private sourcesdata/information through public or private sources • Values proposition : Identity verification, Fraud prevention, Marketing • Data processing & analysis – Statistical tools, datamining … • Index, Indicators … • Classification, Clustering …
  6. 6. Pros & Cons of Data Usage in Marketing • Pros : – Location base advertisement. – More personalised advertisement is good!? No ads we don’t like/need. • Cons : – Credit application, Job application turned down because– Credit application, Job application turned down because some ‘data’ indicated negatives – “InfoUSA sold a list of 19,000 verified elderly sweepstakes players to a group of experienced scam artists, who stole over $100 million by calling people on the list and pretending to be government or insurance workers who needed bank account information to ensure their pill prescriptions.”
  7. 7. Data Sources • Consumer Data Collections : – Demographic, finance, spending, interests … • Data Brokerages sources : – Offline (some have been made online) : Open /public– Offline (some have been made online) : Open /public documents (gov. documents) – Online : Personal web brouwsing data – Retail store owners.
  8. 8. Data Processing • Consumer score unregulated/no regulation for accuracy, transparancy and fairness – Likelihood of s.o. to get sick, pay tuition or pay debtsLikelihood of s.o. to get sick, pay tuition or pay debts – To make a “blacklist” – To determine “amount of charging” (insurance company) – Use proxy or surrogates for protected data.
  9. 9. What next • Technology Development and Innovation – Broad band (bigger storage, more processing speed..), Internet of Things (camera data, thermostat, health monitor bracelet..) – Advanced business model.. Information system and data protection regulations.• Information system and data protection regulations. – Regulations : • Information system security, • Protection of data usage, right and means to correct data or rectify the ‘information’ – Instrument of regulation – Consumer awareness and education.
  10. 10. THANK YOU

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