This document summarizes key trends in the Asian mobile market. [1] China has over 1 billion mobile subscribers, over 150 million using 3G, and over 400 million using mobile internet. [2] Other top Asian markets for mobile subscribers include India, Indonesia, and Brazil. [3] Smartphone usage is growing rapidly in Asia, especially in Japan, South Korea, and Hong Kong. [4] The document identifies opportunities in mobile advertising, second screen TV, mobile payments, and mobile health in Asia and considerations for developers entering the Asian mobile market.

1. ASIAN MOBILE MARKET
Siejen Yin-­‐‑Stevenson
Assistant Director, US-­‐‑Asia Technology Management Center
Stanford University
Great Wall Club -­‐‑ SV International Reception
San Francisco, CA
Wednesday, June 27, 2012

2. Mobile subscribers
worldwide
6.816 6.89 7
7
6
6 5.4
4.7
5
4 Mobile Subscriptions
Billions
3 World Population
2
1
0
2009 2010 2011
International Telecommunications Agency

3. TOP MOBILE MARKETS
Country Mobile Population % of Population
Subscribers Subscribed to
(Millions) Mobile
China 1,020 1,341 75%
India 919 1,210 76%
United States 328 311 103.9%
Brazil 255 192 132.52%
Indonesia 250 238 105.28%
Information current as of March 2012

4. ASIA
Feature Phone vs. Smartphone
2012 Nielsen Smartphone Insights Study Evaluated 13 Countries in Asia

5. Mobile internet
usage in ASIA
Country Mobile Internet Usage (Past 30 Days)
Japan 86%
Korea 80%
Hong Kong 76%
2012 Nielsen Smartphone Insights Study

6. UPDATES on China
1. Over 1 Billion Subscribers in China
2. Over 150 Million 3G Subscribers
3. Over 400 Million Mobile Internet Users in China
4. China is now projected to be the largest market
for smartphones
Information Current as of Q2 2012

7. TOP HANDSET VENDORS
SOLD in CHINA
Top Handset Vendors Sold in China Q4 2011 – Analysys Int’l
Rank Vendor Market Share
1 Samsung 22%
2 Nokia 15%
3 Huawei 13%
4 ZTE 11%
5 Lenovo 7%
6 iPhone 6%

8. Areas of opportunitY
Asian Mobile Market
• Mobile Advertising through Location Based
Services and Location Area Services
• Second Screen TV
• Mobile Payments and Mobile as a Primary
Platform for Financial Services
• Mobile Health

9. Considerations for
developers
• Focus on one or two top goals when developing your app
• Understand the concerns and pain points of the target market
• Designing incentives for customer engagement
• Developing your core team and team of advisors
• Timing your product launch
• Market entry may involve a joint venture
“It’s all about the execution, and investors invest in the people who can execute, or even
better, have a history of successful execution. Execution is making things happen, and for
startups it usually means making change happen, which is even more difficult than the
‘million dollar’ idea itself.”

10. THANK YOU
E-­‐‑mail: SiejenY@stanford.edu
Twitter: @AsiaTechSU
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