understanding south east asia mobile market behaviour 20140913

The South East Asia Mobile Environment

Preparing for the mobile wave

640m Population

11 Countries

200m Internet Users

170 Social Users

690m Mobile Subs

Understanding South East Asia

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Market is generally segmented into mature and emerging areas. The terms are coined as Big 6 and Small 5, based on technological advancement or GDP.

Understanding South East Asia 54

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The population in South East Asia is generally young, where over 70% of the people in emerging countries are age 34 and below.

Young and Energetic Population

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Social Network

User Base

Facebook 140m registered users

Google+ 56m registered users

Youtube 45m unique visitors monthly

Twitter 22m registered users

The absence of a strong localized social networking service drives SEA online users to global social networking sites.

The growth of UCG in SEA has been tremendous and each country has its own specific channels and access in each major social networks which are localized.

Social and Content Hungry

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Constantly Online & Connected

Smartphones below USD$80!!!

With phones that cheap, smartphones adoption will grow more than 10% YoY

Jumping from Wired to Wireless

The speed of internet access will pick up in 2015/16 with ISPs and Mobile operators hoping on to the wireless 3G and 4G network to provide broadband services

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Understanding South East Asia

Is South East Asia a single region or not?

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How BIG is SEA Mobile Market Worth?

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689,000,000 Mobile Subscriptions

BUT how many smart phones and devices are there actually?

How BIG is SEA Mobile Market Worth?

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Market Share of Smart Vs Featured Phones

Indonesia Thailand Vietnam Philippines Malaysia Singapore

Series1 52 28 20 16 10 4.5

5

15

25

35

45

55

Smartphones in South East Asia 2014

Qua

ntity

Smartphones Numbers in SEA*

The estimated number of smartphones in the SEA region is about 130m to 140m.

*** Data obtained from various sources

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SEA market is worth more than USD30m a month (Mar 2014) in total revenue from the official app stores. The above only constitutes the credit card market. Less than 10% of users has credit cards.

The App Stores in SEA

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• Captures more than 60% of market• Fueled by low cost OEM phones• User base is mid to low income• Championed by Samsung• High user base, low revenue

• Captures 30% or less of market• Expensive phone in SEA• User base is mid to high income• Apple branding is a prestige• High revenue, low user base

Google Android Vs Apple iOS

Playing Habits of SEA Players

There are similarities in the playing behavior due to the progress from PC games to Mobile games. SEA is a region that accepts a wide range of games from the East and West. Success in 1 country can lead to regional success.

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SEA Mobile Market Potential

$2 Billion

SEA Appstores$

360m

Market size potential is at least 3 to 5 times bigger than the current appstores revenue combined. Note that only a minority of the gamers has credit cards. Tapping on local 3rd party payment system and operator billing will see the potential maximized.

The Growth Potential for Mobile Revenue

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Catch the Mobile Wave!!!

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Robin Sagacious NgHead of International Business____________________________Asiasoft Corporation PCLM: +65 8121 7577E: robin.ng@asiagroup.net Skype : dweeteng LINE : dweeteng W: www.asiasoft.netLinkedin : http://sg.linkedin.com/in/robinng/

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