The document provides an overview of the Asian mobile landscape, highlighting several key points: - APAC has the most mobile subscribers globally, with over 2.5 billion in 2014, and will have 4 times as many smartphone users as Western Europe by 2017. - Mobile ad spending in APAC will increase to $5.4 billion in 2014, making it the second largest region for mobile internet ad spending after North America. - Smartphone penetration has increased rapidly across Asia, surpassing many Western markets, though feature phones still dominate in emerging markets. - Top mobile activities across Asian countries include social networking, messaging, gaming, and music/video. Mobile is also increasingly impacting e-commerce,

1. Phuc.Truong@mobext.com
Asian Mobile Landscape
Compiled by Mobext

2. The world’s largest mobile agency network
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HongKong
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The world’s largest mobile agency
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3. Full-Service, Pure-PlayMobile
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4. ASIAN MOBILE LANDSCAPE

5. APAC has the most mobile subscribers globally
2011 2012 2013 2014 2015 2016
Source: eMarketer Global Media Intelligence
Report, Sept 2013
• 2.56bn mobile users in 2014
• APAC will have 4x as many smartphone
users as the next largest region by that
measure, Western Europe
2017

6. Mobile Adspend will increase to $5.4 billion in 2014
• 26.2% of all mobile internet ad
spending in the world, making it 2nd
only to North America by this metric.
• Includes spend on mobile ads &
search, and not mobile messaging

7. OS Share in Asia-Pacific

8. Mobile Data Usage
Source: Ericsson Mobility Report, Q3 2013
Asia shows highest mobile data
usage due to the number of
subscriptions

9. Growth of apps: Asia shows highest app user base
and app revenue growth in the world
Source: Distimo, December 2013
http://www.distimo.com/publications

10. Smartphone vs Feature Phone penetration
• Developed APAC
nations have higher
smartphone
penetration than
Western markets
• Emerging markets’
smartphone share
increases every year

11. Source: Vserv.mobi and the Mobile Marketing Association
2013; n=3000
Demographics of APAC mobile web users

12. Top Content Downloaded
Source: Vserv.mobi and the Mobile Marketing Association
2013 ; n=3000

13. Users prefer mobile ads that let them…
Source: Vserv.mobi and the Mobile Marketing Association
2013 n=3000

14. COUNTRY SNAPSHOTS

15. Source: Yahoo 2013
INDIA: Top Mobile Activities

16. INDIA: impact of mobile
Source: Inmobi 2013

17. INDONESIA: Mobile activities
Source: Inmobi 2013

18. INDONESIA: Impact of mobile
Source: Inmobi 2013

19. MALAYSIA: Mobile activities
Source: Inmobi 2013

20. MALAYSIA: Impact of mobile
Source: Inmobi 2013

21. PHILIPPINES: Mobile activities
Source: Vserv.mobi and the
Mobile Marketing Association
2013

22. PHILIPPINES: Mobile activities
Source:TNS2013

23. VIETNAM: Mobile activities
Source: Vserv.mobi and the
Mobile Marketing Association
2013

24. VIETNAM: Consumer profile
Source: Vserv.mobi and the
Mobile Marketing Association
2013

25. HONG KONG: Mobile Activities
Source: Google Ipsos Media CT
2013

26. CHINA: Top Mobile Activities
Source: Yahoo 2013

27. Source: Flurry 2013
CHINA: Mobile app usage

28. Source: iResearch 2013, Credit Suisse 2013
CHINA: Mcommerce spend & share of
eCommerce on the rise

29. CHINA: Social = mobile
Source: We Are Social, 2013

30. SINGAPORE: Mobile activities
Source: Vserv.mobi and the
Mobile Marketing Association
2013

31. SINGAPORE: Consumer profile
Source: Vserv.mobi and the
Mobile Marketing Association
2013

32. SINGAPORE: Highest smartphone penetration
Source: Nielsen 2013

33. SINGAPORE: mCommerce
Source: Havas Worldwide 2013

34. SINGAPORE: High multi-device ownership
Source: Nielsen 2013

35. For more insights on the
APAC mobile market
visit www.mobext.ph or
email at info@mobext.ph