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global web
the emerging
the web was first conceived
25 years ago... an Englishman
Source: CERN
...the initial concept
was revised with the
help of a Belgian
computer scientist...
Source: Wikipedia
Robert Cailliau
built in France (!)...
and the first web site finally
Courtesy: Google Maps
Source: Exact location where the web was invented
and hosted on a computer
designed in California...
Source: Wikipedia
(note the critically
important “do NOT
power down” st...
...but within the walls of a Swiss
research institute
fifteen years on...
as the first crop
of dot.coms went bust...
rest of Asia
most of the in...
1. U.S.A.
2. U.S.A.
3. U.S.A.
4. S. Korea
5. S. Korea
6. S. Korea
7. U.S.A.
8. Japan
9. U.S.A.
10. U.S.A. did all th...
today, the situation is quite different....
Internet penetration nears saturation in developed economies...
Internet Population and Penetration
5. Baidu (China)
7. QQ (China)
11. Taobao (China)
14. Sina (China)
10. hao123 (China)
17. Weibo (China)
Source: Age of Man - interactive map, National Geographic
close to 3 billion of us
have yet to use the internet...
Xiaomi Hongmi
yet thanks to devices such as this,
won’t have to wait much longer
to discover it...
(...within a year, simi...
but the internet the next billion will discover isn’t quite like
“ours”...and that’s what we’re going to discuss today
begin this story by talking
which is why we’ll
about sheep...
...on Instagram
“…if you have an Instagram account, you can slap a tag
on anything, take a picture of it, and sell it...”
– Fatima Al Qadi...
you know—hacked products.”
She sells dried fruit. A friend’s cousin is selling
weird potted plants...people are creating,
Instagram businesses are
particularly popular in Kuwait
(for some un...
more than 10,000 similar businesses
are powered by Facebook...
but over in Thailand,
businesses such as these provide a glimpse
informal economy...
of a new, digital and mobile-fuelled
the last few 1000 year...
they’re still relatively ad-hoc...
no shopping cart or online
form, just contact her using
your mobile and a popular
and poses a new level of
orders shipped daily
by courier with
tracking number
yet they are modern, globa...
follow on
contact on mobile
and WhatsApp
the goat man has fans!
gotta love the
q8animals hashtag!
These services don’t offer “a great experience” but are ”good enough”
“...most of these pages see their largest growth
out in the countryside, where the population
is largely underserved by ot...
but reaching the underserved doesn’t merely
apply to large rural populations...
China has 14 cities with populations
over five million...
...a whopping 41 cities with
more than 2 million inhabitants
...and a middle class growing at a rate of
80,000 people a day Source: Chin...
rural residents can be hard
reaching China’s 600 million
its close to 700 million urban residents
but opening enough stores to service
can be outrageously expensive
so to many Chinese, shopping online
isn’t so much an electronic version ...
...and using their mobile to do so isn’t just
a modern alternative to u...
Chinese e-commerce is also different
in one very important way...
of online retail
involves individual
of online retail is sold
through online
Source: The Ec...
China’s giant, virtual marketplaces enable
buyers and sellers to find themselves
a modern virtual
version of this
The largest marketplace is Alibaba’s Tmall. With more than 180 million
customers, Tmall contains products from more than 1...
Tmall charges an entry fee, and a commission for each sale, but in
return provides a high visibility, high traffic, customiz...
For major brands such as Apple, hosting a virtual storefronts on TMall
is a good alternative to opening hundreds (or possi...
Alibaba also offers a C2C site called Taobao, which enables consumers
(and smaller merchants) to sell products online. Taob...
They can also sell services: This Taobao-based travel agent doesn’t
just sell you a trip, they can also arrange a travel v...
C2C and B2C
commerce on Taobao
T-Mall merchants pay
a commission and an
entry fee
we’ll discuss
this bit later...!TaoBao m...
This family of sites enables consumers to shop for a huge range of
products that might otherwise never be available in the...
“...such is Taobao’s success these days that
running a “Taobao shop” is a national pastime,
sort of like a second job or h...
For many people however, it’s far more than a hobby. These sites have
enabled millions of new jobs—especially in smaller t...
1 million
by the end of
2012 more than
T-Mall and Taobao
stores were regis...
one half
T-Mall & Taobao also
accounted for more than
of all parcel de...
the Chinese marketplace model has
already slipped beyond its borders...
“...most of the people have phones but
there are only 3 malls per 20 million inhabitants...
It’s a unique time...the right...
Access to marketplaces is creating opportunities for Western
micro-businesses, that can now source materials directly from...
Small and mid-size companies in emerging economies are also taking
advantage of western platforms to reach western custome...
Chinese entrepreneurs in Western markets, or “online shopping agents” in
China are also acting as middlemen, shipping hard...
This is creating a new and fast-growing
group of highly globalized digital-first
consumers. Consumers who live in
one regio...
but with millions of vendors in
consumers find products they truly want?
“Meet Jing
Jing is an affluent young Chinese girl who started blogging
about her life and style while studying abroad in the...
“She’s a marketer.
Her Weibo micro-blog
now has over 28,000
followers. She blogs
about her life, her style
and tips for be...
“She’s a retailer.
Her Taobao shop offers copies
of luxury products she wears on
her blog. All her products are
limited edi...
Jing promotes products
but uses Taobao to transact
on her blog and social media,
The millions of people without Jing’s time or commitment can instead
sign up for an account at an “online shopping neighbo...
“Online shopping neighbourhoods are
online destinations created by social media,
where consumers can explore a curated
one of the largest sites is Meilishuo
with over 32 million users,
(which means “beauty talk”)
Sourrce: Technode and Pando Daily
5-6 million
Meilishuo generates
clicks for online
merchants per day
£300 million
...and ...
If you think this sounds kind of boring,
because it’s all about girls discussing shoes,
imagine translating this model to ...
Part of the reason these services work, is that they feed into the virtuous
circle of mobile and social media adoption.
China *loves*
social media
...but the most popular social media services in China
aren’t just “sites”—they’re platforms...
one of the most popular
(lately) is WeChat
three years old
500 million users
or Wēixìn - 微信 - in China
“Literally every single person I know,
everyone I’ve met in China, is on WeChat.
I don’t use email, I don’t use the phone,...
(recorded) voice chat
RSS-style subscription content
mobile contact exchange
highly customizable API
payment platform
WeChat’s API is extensive, enabling brands to create “mini-sites”
containing news, IVR style support or full-blown transac...
(if you’re looking for fragments of a “one web”
philosophy, you’re sadly not going to find it here)
5 million
this Chinese New Year,
more than
people used WeChat to
purchase 20 million virtual
“Hongbao” (red envelopes
virtual wallets, mobile payment and alternative finance
models are quite ...
In countries such as Kenya, India and the Philippines, entirely virtual ba...
Indonesia, consumers can also choose to pay for
in countries such as Chin...
with so much commerce
taking place on giant marketplaces,
there is also a natural fear of counterfeits
To increase trust, Alibaba created Alipay, an online payment platform
(like PayPal) that also doubles as an escrow service...
With more than 800 million registered users, Alipay is now so common
that it can be used to pay for almost anything—includ...
T-Money - Korea
launched in 2004
Octopus - Hong Kong
launched in 1997(!)
Some of these “pay for everything” platforms are ...
...and when you’ve run out of real things to pay for
virtually...why not invent a few virtual things to pay for...
Meet—a giant “Google
Hangouts” style platform with
over 300 million users and 11
million channels, and programs
Unlike YouTube or Skype—
YY has it’s own virtual
Users purchase credits from the
site and use these to show
“top Karaoke singers regularly make $20K (£15K) a month
off of virtual gifts, with one college student reportedly
earning a...
...meanwhile in Korea, 1000s tune in to AfreecaTV,
a similar service where Choi Ji-hwan earns
about 2 million S. Korean wo...
In most cases, mobile devices are the glue that tie
these platforms, services and communities together...
WeChat has for example,
built much of its functionality
around the QR code
WeChat automatically generates a QR code for each account.
To follow a person or brand, simply scan the code (on a device,...
This reliance on QR codes works, because in China (and many other
parts of Asia) almost every app (including locally built...
Some Chinese-made Android smartphones even have QR and
WeChat recognition built right into into the camera.
(In Japan, whe...
using QR codes to interact
and transact with brands has therefore
become common ( might say mundane)
These college s...
WeChat, AliBaba and other platforms are also working with department
stores and other “offline” goods merchants to extend th...
these brands and consumers aren’t merely
“leapfrogging” desktop, or finance, or physical retail...
in mobile
transactions in 2013
25 billion
in mobile
transactions in 2013
150 billion
they inhabit a giant rapid-p...
a future inhabited by people
for whom the words “offline”, “online”
and “mobil...
with little baggage to weigh them down,
they can ignore what’s “normal” and
turn constraints into opportunities
...the cool thing about prototypes,
is that they’re allowed to be a little crazy...
Russian e-commerce
brand Lamoda has turned
poor postal infrastructure
into an excuse to try
something that seems
“...Lamoda sends sales assistants directly to shoppers’
homes...uniformed delivery men bring the clothes,
wait for [custom... Korea, grocery stores are embedded
on Subway platforms where... China, online grocery chain Yihaodian
cleverly positioning them ...
“Why build expensive roads to remote rural locations
when drones can do the job just as well?
- Forget Amazon: Drone deliv...
(...combine drones with Lamoda’s up-selling at your
doorstep and things could get interesting...)
and the internet have already
the rise of mobile
changed our world beyond r...
no one can predict what will happen next...
what we do know,
is that in the future the opportunities
will be m...
to meet tomorrow’s challenges,
and compete in this giant marketplace...
we should always remember
that what may seem futuristic to us...
The Economist: The next frontier
“To Westerners, ‘mobile banking’ i...
thank you
many thanksto the amazing
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what we do know,
is that in the future the opportunities
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