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mobile opportunity in Indonesia
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Deden Mulyana Indonesia 2013
Transforming the Mobile Advertising Industry
V.2
MOBILE OPPORTUNITY 2013
ContentMobile Landscapes | Market Outlook | Business Landscapes | Market Opportunity | Key of Success | Next Action
MobileLandscapes
Mobile Users : 17.5 MioARPU : USD 14.7Smartphone VS Feature : 27%Mobile Internet Users : 10 Mio
Mobile Users : 77 MioARPU : USD 5Smartphone VS Feature : N/AMobile Internet Users : 1 Mio
Mobile Users : 180 MioARPU : USD 4Smartphone VS Feature : <10%Mobile Internet Users : 50%
Mobile Users : 7.79 MioARPU : USD 35.4Smartphone VS Feature : 73%Mobile Internet Users : 8.11 Mio
Mobile Users : 90 MioARPU : USD 5Smartphone VS Feature : 20/80Mobile Internet Users : 20%
SEA MOBILE POPULATION
Source : Mobile Monday, 2012
Mobile Users : 220 Mio
ARPU : USD 2.3Smartphone VS Feature : 20%Mobile Internet Users : 29%
SEA MOBILE POPULATION
Source : Mobile Monday, 2012
45%People access Internet while watched TV
Simultaneous media consumption
20%People access Internet while Listen Radio
9%People access Internet while Listen Radio and Watched TV
Source : Nielsen, marcom outlook 2012
Source : TNS, Mobile, 2012
Spend USD 2.5 per month for Internet
More than 60% in the age 15-19’s
40+ year olds the most likely to currently own a smartphone,
followed by 30-39’s
15-29’s – the greatest intentions to acquire a smartphone in the next 12
months
Spend 76% for Social Networking
And They Are . . .
Source : Nielsen, marcom outlook 2012
MOBILE MARKET Outlook 2012 - 2013
In 2012, Global mobile advertising spends in 2012 growth to 21,3%
E-marketers.com 2012
With Spends USD 0.30 Bio in Indonesia
E-marketers.com 2012
And in 2013 predicted to . . .
E-marketers.com 2012
USD 1.3 Bio
MARKET OPPORTUNITY
DEVICE BREAKDOWN 2012
Nokia Blackberry Samsung Nexian Sonny Erricsson
Cross Apple LG Motorola Dopot HTC Others
Devices 41 16.7 9 7 7 5 2 2 1 1 1 7.3
250%
750%
1250%
1750%
2250%
2750%
3250%
3750%
4250%
Mobile still dominate by featured phone and Nokia is the leader in Handset market
The Growth of Smartphone Users in Indonesia
Smartphone ConsumptionIn The Market
2012 2013 2014
IOS 18 25 33
ANDROID 20 35 43
RIM 56 30 10
WINDOWS 6 10 14
5
15
25
35
45
55
18
25
33
20
35
43
56
30
106
1014
Smartphone,
12.7 %
Featured Phone,
87.3%
Smartphone,
22%
Featured Phone,
78%
2012 2013
According data from IDC Q3, Smartphone in 2012 reach 12.67% with Android taking 64% from total smartphone. And IDC also predicted smartphone will grow to 22% at the end of 2013.
Source : IDC Q3, 2012
Smartphone Migration in Indonesia . . .
MaximizingMobile Opportunity
• Best list of partner sites, built by vertical to address agency needs
• Premium placement to premium Publishers
• Educating the Market
• Report and track everything – Our System and Yours
•Premium and performance and lot of cost model
Mobile Media Data
• Broad Insights – Format, Sites, Audiences, etc
• Advanced Targeting (1st and 3rd Party Data)
• Advanced Combining the properties
• Advanced media optimisations – Auto and Manual. Standard and Rich.
•Dynamic creative to drive returns – Standard and Rich
•Platform for Increasing advertisers returns and publishers yields.
2012 2013
Business Model
Business Scenario
Next ActionRobust the Opportunity . . .
2011 2012 2013+
Telco’s Telco’sAge Location GenderInterestHandset OSARPU
News Sports Technology E-Commerce Entertainment
Contents Telco’sGSMCDMA
News Sports Technology E-Commerce Entertainment
Contents
Mobile Applications
Broaden your category
Age Location GenderInterestHandset OSARPU
