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GDC2004 2
!Th e A s ia n Tig e r s
GDC2004 3
O v e r v ie w o f A s ia n m o b ilem a r k e t s
• Mature Markets• Mixture of technologies – CDMA, GSM• Mixture of platforms• Trendsetters – Korea, Japan• 3G in many countries• EVDO & EDGE trials underway
* all data in the presentation based on market estimates
MS-DOS
GDC2004 4
M a r k e t o v e r v ie w
• H o n g K o n g– New World Mobility
(6,80,000)– Orange HK ( 1.7 million) – HKCSL(1.08 million)– Peoples Telecom
(6,50,000)– Smarttone(1 million)– Sunday(4,80,000)
• Te c h n o lo g y– GSM – Java
• S in g a p o r e– M1(1 million )– Singtel(1.53 million)– Starhub(0.9 million)
• Te c h n o lo g y
– GSM – Java
GDC2004 5
M a r k e t o v e r v ie w
• In d ia
– BPL(1.4 million)– Orange Hutch(2.9
million)– Airtel(4.7 million)– Reliance(4.5 million)– BSNL& MTNL(4.2
million)– IDEA( 2.2 million)
• Te c h n o lo g y
– GSM + CDMA– Java and BREW
• In d o n e s ia
– Telekomsel(14 million)– Selular( 7 million)
• Te c h n o lo g y– GSM – Java
GDC2004 6
M a r k e t o v e r v ie w
• M a la y s ia– Celcom(3.5 million)– DiGI( 2 million +)– Maxis(4 million)
• Te c h n o lo g y
– GSM– Java
• P h ilip p in e s– Globe(8.9 million)– Smart(10 million)
• Te c h n o lo g y– GSM – Java
GDC2004 7
M a r k e t o v e r v ie w• Th a ila n d
– DTAC( 6 million)– AIS( 12 million)– Hutch CAT– Orange(1.8 million)
• Te c h n o lo g y– GSM + CDMA– Java and BREW
• Ta iw a n– TCC( 7 million)– Chunghwa Telecom (8
million)– Fareast Tone( 2
million)
• Te c h n o lo g y– GSM + CDMA– Java, IMODE and
BREW
GDC2004 8
! ' !In d ia Wh a t s h o t• Java services are live from Airtel, Hutch, BPL, Reliance. BREW to launch
soon• P r ic in g – Rs. 50 (USD 1.2) for full version, Rs 20 (USD 0.4) for demo
version. Reliance is offering the games free• C o n t e n t w h ic h is h o t
– Bollywood Movies– Indian Television series– Cricket– Action Games– Games based on festivals & gods. ( Krishna, Holi, Diwali etc.)– Bigger Hollywood brands eg. Spider-Man
• La n g u a g e – English (thank the British)– Local language for very selected content
GDC2004 9
! ' !In d ia Wh a t s h o t• Lo c a l d e v e lo p e r s
– Indiagames – Mobile2Win– Paradox (owned by Reliance)
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– SE T610, CDMA handsets
• R e v e n u e s h a r e – As well as you can negotiate!
• P r o m o t io n– Below the line promotion by many operators– Later this year Television and Print campaigns expected
• O t h e r c h a n n e ls– Many sites offering ringtones and images– Games still developing
GDC2004 11
' S in g a p o r e Wh a t s!h o t
• Java services are live from M1, Singtel and Starhub• P r ic in g – SGD. 6 (USD 3) for full version, SGD 3 (USD 1.5) for
demo version. • C o n t e n t w h ic h is h o t
– Majhong– Soccer– Branded Games – Console/PC– Action Games– Chinese new year, Karaoke,
• La n g u a g e – – English (thank the British)
GDC2004 12
' S in g a p o r e Wh a t s!h o t
• Lo c a l d e v e lo p e r s – Orange Gum– Activate Interactive– Nokia Regional HQ!!! a lot of activity
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– Sony Ericcson T610
• R e v e n u e s h a r e– Developer share 50% to 60% depending on content
• P r o m o t io n– Below the line promotion by many operators– Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls– Many sites offering ringtones and images– Games still developing
GDC2004 13
' M a la y s ia Wh a t s!h o t
• Java services are live from Cellcom, Maxis, DiGI• P r ic in g – Ring 5 (USD 1.3) for full version. • C o n t e n t w h ic h is h o t
– Majhong– Soccer– Hollywood and Bollywood– Action Games– Chinese new year, Karaoke.
• La n g u a g e – English – Malay in some cases
GDC2004 14
• Lo c a l d e v e lo p e r s– Multimedia Corridor project– GameBrains
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– SE T610
• R e v e n u e s h a r e– Developer share 40% to 60% depending on content
• P r o m o t io n– Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls– Many sites offering ringtones and images– Gaming channels yet to develop
' M a la y s ia Wh a t s!h o t
GDC2004 15
' Th a ila n d Wh a t s!h o t
• Java services are live from AIS, DTAC• P r ic in g – Bhat 20 (USD 0.2) for full version. • C o n t e n t w h ic h is h o t
– Kick Boxing– Soccer– Games on local stars– Action Games– Chinese new year, Karaoke
• La n g u a g e – English – Some games in Thai
GDC2004 16
• Lo c a l d e v e lo p e r s– Cyber Planet
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– SE T610
• R e v e n u e s h a r e – Developer share 40% to 60% depending on content
• P r o m o t io n– Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls– Many websites offering games siam2you, Gambaro, Sam click
' Th a ila n d Wh a t s!h o t
GDC2004 17
' H o n g K o n g Wh a t s!h o t
• Java services are live from Sunday, HKCSL, Smarttone, NW Mobile, Orange
• P r ic in g – 15 HKD (USD 1.9) for full version. • C o n t e n t w h ic h is h o t
– Gambling and Casino Games– Horse Racing– Branded Games – Console/PC– Cute Games– Chinese new year, Karaoke.
• La n g u a g e – English– Games with a lot of text are expected to be localized in Chinese
GDC2004 18
• Lo c a l d e v e lo p e r s– M-Intenet– mBounce
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– Sharp GX12, GX22
• R e v e n u e s h a r e – Developer share 40% to 60% depending on content
• P r o m o t io n– Below the line promotion by many operators– Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls– Many sites offering games, ringtones and images
' H o n g K o n g Wh a t s!h o t
GDC2004 20
' In d o n e s ia Wh a t s!h o t
• Java services are live from Telekomsel Game Planet• P r ic in g – Rph 10,000 (USD 1.16) for full version. • C o n t e n t w h ic h is h o t
– Racing– Soccer– Hollywood Games– Action Games
• La n g u a g e– English
GDC2004 21
• Lo c a l d e v e lo p e r s– Elasitas
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– SE T610
• R e v e n u e s h a r e – Developer share 40% to 60% depending on content
• P r o m o t io n– Below the line promotion by many operators– Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls– Alternate channels still developing
' In d o n e s ia Wh a t s!h o t
GDC2004 22
. . Ta iw a n R O C' !Wh a t s h o t
• Java services are live from AIS, DTAC• P r ic in g – TW$ 50 (USD 1.49) for full version. • C o n t e n t w h ic h is h o t
– Chinese Content– Soccer– Action Games– Gambling
• La n g u a g e– English– Games with a lot of text are expected to be localized in Chinese
GDC2004 23
• Lo c a l d e v e lo p e r s – SQBASE – Ulead
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s– Nokia Series 30,40,60– ASUS, BENQ
• R e v e n u e s h a r e – Developer share 40% to 60% depending on content
• P r o m o t io n– Below the line promotion by many operators– TV, Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls– Many sites offering games, ringtones and images
. . Ta iw a n R O C' !Wh a t s h o t
GDC2004 24
' P h ilip p in e s Wh a t s!h o t
• Java services are live from Globe and Smart• P r ic in g – 30 pesos (USD 0.53) for full version. • C o n t e n t w h ic h is h o t
– Local movie content– Soccer– Action Games– Gambling
• La n g u a g e– English
GDC2004 25
' P h ilip p in e s Wh a t s!h o t• Lo c a l d e v e lo p e r s
– SQBASE – Ulead
• Im p o r t a n t r e v e n u e g e n e r a t in g h a n d s e t s
– Nokia Series 30,40,60• R e v e n u e s h a r e
– Developer share 30% • P r o m o t io n
– Below the line promotion by many operators– TV, Outdoor, POS and Print campaigns
• O t h e r c h a n n e ls
– Many sites offering games, ringtones and images
GDC2004 26
A s ia n m a r k e ta n a ly s is
• One of the highest growth of mobile phones
• Java is the dominant platform
• BREW is making inroads• Cost sensitive• Nokia is the most important
handset• English language games are
accepted in most regions except HK and Taiwan where it is on case to case basis
• Local content is a very important winner
• Operator channels are very strong but alternate channels are developing rapidly
• Many local developers are present in each of the markets who drive the eco-system
• Working with local partners is a good market entry strategy which most content providers have adapted
TV C o m m e r c ia l – Ta iw a n TC C
Wh ic h I w ill a d d
Th a n k y o u
