Why indonesia v5 techin asia

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Why indonesia v5 techin asia

  1. 1. IndonesiaSocial, Digital and Mobile! @andyzain andyzain@mobilemonday.co.id
  2. 2. POPULATIONPOPULATION 240 000 000 Philippines        93,261,000 Vietnam                86,928,000 Thailand                69,122,000 Myanmar            47,963,000 Malaysia              28,401,000 Cambodia          14,139,000 Singapore              5,077,000
  3. 3. CONNECTED!POPULATION 240 000 000 280,000,000      Mobile  phone  connecMons 115,000,000      Mobile  data  connecMons    30,000,000      3G  connec*ons          2,000,000      Fixed  line  broadband  connecMons    60,000,000      Internet  users  
  4. 4. PENETRATIONPOPULATION 240 000 000 Mobile  Phone  Ownership           80% Internet  ConnecMon                            24% PC/Laptop  Ownership                          5%
  5. 5. 47M 29M 1.4MT RE ND CRE AToR INDONESIA IS KNOWN BY ITS PASSIONATE USERSNOT JUST FOLLOWING TRENDS, INDONESIAN HELPS SHAPING THE WAYS OF HOW INTERNET BEING USED
  6. 6. INDONESIAN  TWEETS 12% of GLOBAL TWEETS COMES FROM INDONESIA 2.4% IN WHICH COMES FROM JAKARTA 2.3% from TOKYO 2% FROM LONDONSemiocast  June  2010  Report
  7. 7. INDONESIA  &  CHECK-­‐INS 3 OUT OF THE FIRST 20 FOURSQUARE SUPER SWARMs BADGES were UNLOCKED in indonesia. INDONESIA-oWNED blackberry swarm RECORDED +3,600 CHECKiN ON LOCATION, WITH OVER 18,000 JUMPERS :)hZp://abouoursquare.com/
  8. 8. INDONESIA  &  FACEBOOK 0 0,00 ,00 50 2 YEARS IS THE TIME NEEDED BY INDONESIA TO BECOME 0 0,00 ,50 37 2ND LARGEST FACEBOOK 0 COUNTRY IN THE WORLD ,00 25 ,00 0 OVERTAKING UK & FRANCE 0 0,00 ,50 12 0 2008 2009 2010 2011Socialbakers.com
  9. 9. INDONESIA  &  FACEBOOK 0 0,00 ,00 50 IT TOOKS INDIA & BRAZIL 3 YEARS BEFORE ABLE ,50 0,00 0 TO CATCH UP WITH INDONESIA 37 IN ADOPTING FACEBOOK 0,00 0 THERE’S MORE FACEBOOK USERS IN JAKARTA, ,00 THAN ANY OTHER CITIES IN THE WORLD 25 0 0,00 ,50 12 0 2008 2009 2010 2011Socialbakers.com
  10. 10. CHEAPEST  MOBILE  DATA  TARIFFS Quota 500MB 5GB 500MB 6GB 300MB 2.5GB 500MB 1GB Price 35000 125,000 25,000 199,000 50,000 200,000 50,000 100,000 (in  IDR) Deadline 30  days 30  days 30  days 30  days 14  days 30  days 30  days 30  days Cost/MB IDR  70 IDR  25 IDR  50 IDR  33 IDR  166 IDR  80 IDR  100 IDR  100 (in  IDR) Est  USD  2.5/GB
  11. 11. average price of mobile phoneS SOLD in Indonesia IN 2012 USD 90,-in  USD500 Singapore USD  460 Australia375250 Malaysia USD  203 Philippines125 USD  130 Thailand INDONESIA USD  90 0 2010 2011 2012 IDC  2012
  12. 12. Price  Range Chart 3100%75% 50%  50% of  mobile  phones  sold  in  25% Indonesia  cost  below  USD  50. Only  10%  phones  sold  is  above  USD  250. 0% Below USD 50 Below USD 100 Mar 2010 Jun 2010 Sep 2010 Dec 2010 Mar 2011 Jun 2011 Sep 2011 Dec 2011 Mar 2012 Below USD 150 Below USD 200 Below USD 250 Above USD 250 compiled  from  GFK  report  2010  -­‐  2012
  13. 13. Brand  Share 30% of  mobile  phones  sold  in  Indonesia   is  dominated  by  local  brands100%75%50%25% Local  Brands 0% Mar 1, 2010 Jun 1, 2010 Sep 1, 2010 Dec 1, 2010 Mar 1, 2011 Jun 1, 2011 Sept 2011 Dec 1, 2011 Mar 1, 2012 compiled  from  GFK  report  2010  -­‐  2012
  14. 14. INDONESIA C HA L L E NG E S 60M  bank  customers   25%  PenetraDon 16M  credit  cards 3-­‐4%  penetraDon  (most  holders  own  2  credit  cards) http://www.flickr.com/photos/adamcohn/5068372959/
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  16. 16. INDONESIA O P P O RT U N I T I E S 5%  above   26%  below   65  years  old 14  years  old PopulaMon 55%  of  Indonesian   by  Age  Group populaKon  are  below   30  years  old. 40%   26%  between  30-­‐64   between   years  old 15-­‐29  years  old
  17. 17. 18
  18. 18. Younger &Growing!15-19yo & more recently 10-14yo driving the growthSource: Nielsen Company Indonesia
  19. 19. INDONESIA O P P O RT U N I T I E S Feature Phones Smart Phones100 24% 75 76% 50 25 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 21
  20. 20. i nd O ne s i aS T ARTu p s
  21. 21. SURV I VAL T I PS Mobile first - desktop as extension Simplicity rules (feature phones, patchy internet, education) Most assumptions wrong - let customers tell you what they want Price sensitive!Adapt your business model - Be flexible with your mode of monetization. Distribution is key - Work with local gatekeepers
  22. 22. THANK YOU! @andyzain andyzain@mobilemonday.co.id 24

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