why indonesia v5 techin asia
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IndonesiaSocial, Digital
and Mobile!
POPULATION
2 4 0 0 0 0 0 0 0POPULATION
Philippines 93,261,000Vietnam 86,928,000Thailand 69,122,000Myanmar 47,963,000Malaysia 28,401,000Cambodia 14,139,000Singapore 5,077,000
CONNECTED!
2 4 0 0 0 0 0 0 0POPULATION
280,000,000 Mobile phone connecMons115,000,000 Mobile data connecMons 30,000,000 3G connec*ons 2,000,000 Fixed line broadband connecMons 60,000,000 Internet users
PENETRATION
2 4 0 0 0 0 0 0 0POPULATION
Mobile Phone Ownership 80%Internet ConnecMon 24%PC/Laptop Ownership 5%
RT R E N D C R E A T oINDONESIA IS KNOWN BY ITS PASSIONATE USERS
NOT JUST FOLLOWING TRENDS, INDONESIAN HELPS SHAPING THE WAYS OF HOW INTERNET BEING USED
47M 29M 1.4M
INDONESIAN TWEETS
12% of GLOBAL TWEETS COMES FROM INDONESIA
2.4% IN WHICH COMES FROM JAKARTA2.3% from TOKYO
2% FROM LONDON
Semiocast June 2010 Report
INDONESIA & CHECK-‐INS
hZp://abou\oursquare.com/
3 OUT OF THE FIRST 20 FOURSQUARE SUPER SWARMs BADGES were UNLOCKED in indonesia.
INDONESIA-oWNED blackberry swarmRECORDED +3,600 CHECKiN ON LOCATION, WITH OVER 18,000 JUMPERS :)
0
12,500,000
25,000,000
37,500,000
50,000,000
2008 2009 2010 2011
INDONESIA & FACEBOOK
2 YEARS IS THE TIME NEEDEDBY INDONESIA TO BECOME
2ND LARGEST FACEBOOKCOUNTRY IN THE WORLD
OVERTAKING UK & FRANCE
Socialbakers.com
0
12,500,000
25,000,000
37,500,000
50,000,000
2008 2009 2010 2011
INDONESIA & FACEBOOK
IT TOOKS INDIA & BRAZIL 3 YEARS BEFORE ABLE
TO CATCH UP WITH INDONESIAIN ADOPTING FACEBOOK
THERE’S MORE FACEBOOK USERS IN JAKARTA, THAN ANY OTHER CITIES IN THE WORLD
Socialbakers.com
Quota 500MB 5GB 500MB 6GB
Price(in IDR) 35000 125,000 25,000 199,000
300MB 2.5GB 500MB 1GB
50,000 200,000 50,000 100,000
Deadline 30 days 30 days 30 days 30 days
Cost/MB(in IDR) IDR 70 IDR 25 IDR 50 IDR 33
14 days 30 days 30 days 30 days
IDR 166 IDR 80 IDR 100 IDR 100
CHEAPEST MOBILE DATA TARIFFS
Est USD 2.5/GB
0
125
250
375
500
2010 2011 2012
average price of mobile phoneS SOLD in Indonesia IN 2012
in USD
SingaporeAustralia
Malaysia
PhilippinesThailand
INDONESIA
USD 460
USD 203
USD 130
USD 90
USD 90,-
IDC 2012
Price Range
0%
25%
50%
75%
100%
Mar
201
0
Jun
2010
Sep
2010
Dec
2010
Mar
201
1
Jun
2011
Sep
2011
Dec
2011
Mar
201
2
Chart 3
Below USD 50 Below USD 100Below USD 150 Below USD 200Below USD 250 Above USD 250
50% of mobile phones sold in Indonesia cost below USD 50.
Only 10% phones sold is above USD 250.
compiled from GFK report 2010 -‐ 2012
0%
25%
50%
75%
100%
Mar
1, 2
010
Jun
1, 2
010
Sep
1, 2
010
Dec
1, 2
010
Mar
1, 2
011
Jun
1, 2
011
Sept
201
1
Dec
1, 2
011
Mar
1, 2
012
Brand Share
compiled from GFK report 2010 -‐ 2012
30%
Local Brands
of mobile phones sold in Indonesia is dominated by local brands
http://www.flickr.com/photos/adamcohn/5068372959/
INDONESIA
60M bank customers 25% PenetraDon
16M credit cards3-‐4% penetraDon (most holders own 2 credit cards)
C H A L L E N G E S
16
55% of Indonesian populaKon are below 30 years old.
26% between
15-‐29 years old
PopulaMonby Age Group
26% below 14 years old
40% between 30-‐64
years old
5% above 65 years old
INDONESIA
O P P O R T U N I T I E S
18
15-19yo & more recently 10-14yo driving the growthSource: Nielsen Company Indonesia
Younger & Growing!
21
0
25
50
75
100
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Feature Phones Smart Phones
24%
76%
INDONESIA
O P P O R T U N I T I E S
T A R T u p sSi n d O n e s i a
U R V I V A L T I P SSMobile 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
