The document discusses the importance of mobile marketing strategies, highlighting the rapid growth of mobile device adoption in Indonesia. Key insights include the significant number of mobile users and the necessity for businesses to leverage mobile and social platforms for effective marketing. It also emphasizes understanding the audience, integrating marketing platforms, and using big data analytics to enhance customer engagement and marketing effectiveness.

1. The
Future
of
Mobile
Marke1ng
Sudev
Bangah,
Associate
Director
&
Head
of
Indonesia
Opera;ons
12
May,
2014

2. Simplis;cally,
this
is
why
everyone
needs
a
mobile
marke;ng
strategy
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4%
80%
3%
13%
Forecasted
3.35
million
notebooks
end
2013,
3.31
million
end
2014
Total
of
3.6
million
tablets
end
2013,
4
million
end
2014
Total
10
million
Smart
Phones
end
of
2013,
16
million
end
2014
44
million
Feature
Phones
end
2014
Emerging
Tech
Savvy
Consumers
•
128%
mobile
penetra;on
•
#1
TwiLer
popula;on
with
15
tweets
per
second
•
58.7m
people
access
the
internet
via
mobile
operators
• 5.4m
people
access
the
internet
via
fixed
line
connec;ons
• 11.6
million
users
in
Jakarta
alone
–
2nd
highest
city
in
the
world,
and
48
million
users
country
wide
–
the
4th
highest
in
the
world
• 29
million
users
in
Indonesia.
Indonesians
post
2.4%
of
10.6
billion
tweets
daily.
Source:
Brand24,
2013

3. Mobile
Adopters
and
Technophiles
are
more
heavily
found
in
Malaysia
and
Indonesia
than
in
Vietnam,
where
a
par;cularly
large
segment
of
advice
seekers
exists
ConsumerScape 360°
G1. We'd like to understand your attitudes about electronics. Please select the one statement from each set that best
describes you and the one item from each set that least describes you.
Consumer Market Segments - SEA
Vietnam Malaysia Indonesia

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+
+
+
10.3%
Migra;ng
28.2%
Increase
Spending
54%
Migra;ng
35.3%
Increase
Spending
70%
Migra;ng
60.4%
Increase
Spending
84%
Migra;ng
27.7%
Increase
Spending
§ Mobility
has
emerged
as
the
number
1
technology
of
investment
in
2014
and
beyond
§ Coupled
with
Social
Business,
where
the
strategy
is
to
maximize
on
online
and
mobile
marke;ng
§ BYOD
and
CYOD
dicta;ng
how
future
business
is
done
in
Indonesia
-­‐
quick,
agile,
smart
and
effec;ve
A
Market
of
Millions
to
Millions
of
Markets
CMO
is
Equipped
with
a
New
Tool

5. Indonesia
IT
Influence
on
Marke;ng
5
M3:
Does
marke;ng
spend
on
IT?
M4:
From
a
ICT
perspec;ve,
what
are
the
areas
most
important
to
your
role/BU
in
2013-­‐2014?
Does
marke;ng/CMO
spend
on
IT?(Yes)
Expanding
social
media
influence
&
increase
digital
presence
(online,
mobile,
analy;cs)
Leverage
cloud
to
beLer
manage
customer
experience
Use
mobility
to
up
corporate
image
via
marke;ng/field
sales
personnel
(i.e.
create
a
mobile
strategy)
Deploy
marke;ng
automa;on
tools
to
improve
processes
such
as
measuring
marke;ng
effec;veness
&
ROI
IT-­‐led
crea;ve
design
&
output
deliverables
Controlling
MDF,
contra
revenue/spend
&
channels
spend
Harnessing
Big
data/predic;ve
analy;cs
to
improve
customer
churn,
target
new
customers
&
drive
share
of
wallet
spend

6. Key
Areas
to
Note
In
Your
Mobile
Marke;ng
Campaign
1. Consider
the
Medium
–
Mobile
device
screens
are
varying
in
size
and
over
complica;ng
messages
can
lead
towards
the
user
reading
things
like
this
2. Know
your
Audience
–
If
you’re
targe;ng
local,
keep
it
local,
if
you’re
targe;ng
fashionistas,
keep
it
fashionable
3. Integrate
your
Marke<ng
Pla?orms
–
Whether
you
decide
to
market
via
mobile,
internet,
sms,
email
or
other
mediums:
keep
it
seamless
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8. Thank
You
sbangah@idc.com
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9. SMILE!
IT’S MONDAY
This slide was presented in Jakarta Marketing Week 2014 “NETIZEN Hour”
a joint event MarkPlus & MobileMonday Indonesia @ 12 May 2014

10. Is a non-profit networking
community of professionals
and businesses
in the mobile industry.
We are part of worldwide
MobileMonday (MoMo)
network.
Our intention is to encourage
innovation in the industry and
to increase relevance of
mobile technology in real life
through open, honest
communications, facilitated
by the networking event.
www.mobilemonday.co.id
@idmomo
idmomo
idmomo