Mobile Diversity & Mobile Mr In Emerging Markets

1. A
Presenta*on
from
The
NewMR
Mobile
Event
22
February
2012
Event
sponsored
by
Vision
Cri1cal
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com
For
more
informa1on
about
NewMR
events
visit
newmr.org
Mobile
Diversity
&
Mobile
Mr
In
Emerging
Markets
Navin
Williams,
MobileMeasure
Consultancy
Limited

2. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
MOBILE
DIVERSITY
&
MOBILE
MR
IN
EMERGING
MARKETS
NAVIN WILLIAMS, CEO - MOBILEMEASURE CONSULTANCY LIMITED
Navin Williams, MobileMeasure Consultancy Limited, China
NewMR Mobile Event, 22 Feb 2012, Session 2

3. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
– MOBILE
DIVERSITY
&
THE
NEXT
BILLION
MOBILES
– SMART
ENOUGH
FOR
MOBILE
MR
– DIVERSITY
DRIVEN
CHALLENGES
–
DEVELOPED
&
EMERGING
MARKETS
– SOME
INNOVATIVE
SOLUTIONS
IN
MOBILE
MR

4. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
HOW
BIG
IS
THE
DEVELOPING
WORLD
REALLY?
Source
:
ITU
1.61
Bil
752mil
859mil
0.5
1
1.5
0.25
1.2
3.8
-­‐
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
2000
2005
2010
Mobile
Subscribers
in
Billions
Developed
World
Developing
World
5.6
6.9
Figures
in
Billions
Popula1on
Mobiles
2011

5. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
MOST
POPULAR
MOBILE
OS
BY
COUNTRY

6. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
NEXT
BILLION
TO
BE
MAINLY
FROM
DEVELOPING
WORLD

7. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
WHO
HAS
A
SMART
ENOUGH
PHONE
FOR
MOBILE
MR

8. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
MOBILE
SALES
VOLUME
PER
REGION
IN
2011
Source
:
Techcrunch
[FIGURES
IN
MILLIONS
OF
UNITS]
DEVELOPING
MARKETS.
80+
%
PHONES
STILL
NON
SMART

9. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
MOBILE
HANDSET
MANUFACTURERS
VS
MOBILE
OS
[H1
2011]
Source
:
VisionMobile
ü Smart
vs
Non-­‐Smart
1:4
ü Nokia
s*ll
No.
1
ü Samsung
the
other
major
player
in
both
phone
segments.
ü At
5%,
Apple
is
a
niche
player
at
the
top
end

10. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
SMARTPHONE
DEFINITION

11. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
DEFINITIONS
-­‐
SMART
vs
FEATURE
PHONES
vs
SMART
ENOUGH
SOURCE
:
hbp://en.wikipedia.org/wiki/Smartphone
SOURCE
:
hbp://www.greenbookblog.org/2010/07/14/smart-­‐enough-­‐for-­‐mobile-­‐market-­‐research/
SOURCE
:
hbp://en.wikipedia.org/wiki/Feature_phone
A
smartphone
is
a
mobile
phone
built
on
a
mobile
compu1ng
plaform,
with
more
advanced
compu1ng
ability
and
connec1vity
than
a
feature
phone.
A
feature
phone
is
a
mobile
phone
which
at
the
1me
of
manufacture
is
not
considered
to
be
a
smart
phone,
but
nevertheless
has
addi1onal
func1ons
over
and
above
standard
mobile
services.
For
research
to
get
the
best
out
of
mobiles,
the
smart
enough
phone
approach
is
a
much
beber
way
to
look
at
it.
If
we
want
to
reach
our
target
audience,
we
should
go
out
and
reach
them
irrespec1ve
of
the
phone
they
use.
The
debate
about
penetra1on
of
mobile
phones
has
all
but
died
out.
Now
it’s
about
how
to
target
these
consumers.

12. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
VIDEO
DRIVING
MOBILE
DATA
TRAFFIC
–
SMART
ENOUGH?
DATA
TRAFFIC
&
VIDEO
CAPABLE
MOBILES
ARE
THE
SMART
ENOUGH
PHONES

13. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
CHALLENGES
IN
A
MOBILE
WORLD
APAC
DIVERSITY
–
DEVELOPED
&
DEVELOPING
WORLDS

14. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
NEXT
BILLION
TO
BE
MAINLY
FROM
DEVELOPING
WORLD
–
LED
BY
ASIA
Source
:
Asia
Pacific
Mobile
Observatory
2011
Report
by
ATKEARNEY
TIME
FOR
THE
ELEPHANT
&
THE
DRAGON
TO
TANGO

15. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
47
COUNTRIES
IN
APAC
–
TOP
3
COUNTRIES
ADD
TO
68%
Source
:
ATKearney

16. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
SOME
KEY
DEVELOPING
MARKETS
MATCH
DEVELOPED
Source
:
www.mobicity.com.au
MOBILE
PENETRATION
110%
110%
SMART
PHONE
PENETRATION
43%
53%
iOS
PENETRATION
AMONGST
SMARTPHONES
40%
12%
POPULATION
21.2
mil
22.2
mil
SHANGHAI
AUSTRALIA
45%
74%
SYMBIAN
SMARTPHONES
Source
:
Mobile-­‐Measure
Consul1ng

17. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
MOBILE
PENETRATION
RATES
IN
APAC
Source
:
ATKearney

18. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
3G
NETWORK
POPULATION
COVERAGE
Source
:
ATKearney

19. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
DATA
(EXCL.
SMS)
vs
VOICE
REVENUES
Source
:
ATKearney

20. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
DATA
REVENUES
AS
A
%
OF
TOTAL
BY
REGION
Source
:
ATKearney

21. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
PRE-­‐PAID
vs
POSTPAID
CONNECTIONS
DIVIDE
Source
:
ATKearney

22. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
Source
:
ATKearney
REGULATORY
TAXATION
IN
APAC

23. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
– MOBILE
&
E
QUOTIENT
– Mobile
&
Smartphone
penetra1on
– Mobile
network,
3G
reach
&
Broadband
reach
– Infrastructure
Stability
&
Access
speeds
– Geographical
coverage
and
access
to
popula1on
– BUSINESS
&
COMPETITIVE
QUOTIENT
– Entrepreneurship
spirit
– Compe11ve
market
economy
– REGULATORY
&
INFRASTRUCTURE
QUOTIENT
– Government
policy
and
regulatory
framework
– Infrastructure
for
growth
– Integrated
into
the
Global
economy
– DEMOGRAPHIC
QUOTIENT
– Popula1on
&
demographic
profile
0
TELECOM
QUOTIENT
–
HOW
THE
REGIONS
STACK
UP
W.
EUROPE
REST
OF
AP
AFRICA
NA
&
ME
1
DEVELOPED
AP
N.
AMERICA
S.
AMERICA
E.
EUROPE
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
Source
:
Mobile-­‐Measure
Consul1ng

24. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
– CHALLENGES
TO
MOBILE
MR
IN
THE
DEVELOPING
WORLD
– NO
STANDARDS
[lack
of
norms,
poor
infrastructure]
– LITRACY
[Rapid
adop1on,
poor
u1lity
&
understanding]
– COST
SENSITIVITY
[costs
sensi1vity]
NOBODY
SAID
GOING
AFTER
THE
BOTTOM
HALF
OF
THE
PYRAMID
WAS
GOING
TO
BE
EASY
MOBILE
MR
CHALLENGES
THE
GOOD
NEWS
..
THEY
LEAPFROG
SMARTER
MARKETS

25. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
3
COMING
INNOVATIVE
MOBILE
MR
SOLUTIONS

26. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
HEAT
MAPPING
–
FOR
SHOPPER
&
PACKAGING
RESEARCH
USER
INTERACTION
MONITORING
USING
HEAT
MAPS
ALLOW
US
TO
MONITOR
AND
MEASURE
USER
SPONTANEOUS
CHOICES
AND
PREFERENCES

27. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
Source
:
Fugumobile
MOVE
ENLARGE
HORIZONTAL
ROTATE
VERTICAL
ROTATE
MOBILE
3D
–
PRODUCT,
PRODUCT
PACKAGING
&
DISPLAY
RESEARCH
MULTI
TOUCH
NAVIGATION
GIVE
US
THE
ABILITY
TO
MOVE,
ENLARGE,
MINIMISE,
ROTATE
BOTH
HORIZONTALLY
&
VERTICALLY.

28. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
MOBILE
VIDEO
–
FOR
CONCEPT
&
AD
TESTING
RESEARCH
30
SECOND
TVC
CONCEPT
FOLLOWED
BY
AN
AD
EVALUATION
QUESTIONNAIRE.
Source
:
Mobile-­‐Measure
Consul1ng

29. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2
Q & A
Ray
Poynter
Vision
Cri1cal
Navin
Williams
Mobile-­‐Measure

30. Speaker: Navin Williams, Mobile-Measure, China
NewMR Mobile Event, 22 Feb 2012, Session 2*we
only
advocate
“opt-­‐in”
engagements
Email
:
navin@mobile-­‐measure.com
Visit
Us
:
www.mobile-­‐measure.com
MOBILEMEASURE
IS
A
PIONEERING
DIGITAL
MR
AGENCY
WITH
A
BIAS
TO
MOBILE
MOBILEMEASURE
SEEKS
INSIGHTS
BY
ENGAGING
CONSUMERS*
@
“THE
MOMENT
OF
TRUTH”
–
“REAL
TIME”
–
“ANYWHERE”
Our
Blog
:
hkp://www.greenbookblog.org/author/navinwilliams/
THK
U

31. A
Presenta*on
from
The
NewMR
Mobile
Event
22
February
2012
Event
sponsored
by
Vision
Cri1cal
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com
For
more
informa1on
about
NewMR
events
visit
newmr.org
Mobile
Diversity
&
Mobile
Mr
In
Emerging
Markets
Navin
Williams,
MobileMeasure
Consultancy
Limited