Blackberry in Indonesia

7/31/2019 Blackberry in Indonesia

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Blackberry in Indonesia

Wednesday, June 23, 2010


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Mobile Penetrationunderstanding the market

There will be estimated 210 millions mobilephone subscribers (5x internet users)

80% of new phones sold in Indonesia are

Internet enabled.

Therere more than 10 millions 3G users inIndonesia (5x broadband users)

The top 3 countries, IN, ID and AUS generated

over 74% of traffic in the region in Q1 2010,while the bottom 3 countries, MY, TH and HKaccounted for almost 7% of traffic.

Mobile phone ownership within 8-24 year oldis at 80% penetration, the highest level in theregion.



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According to the ROA group, Indonesia ispredicted to be the third largest mobile marketin Asia after China and India. Compared to

10.4% of internet penetration, Indonesia boastsof a massive 56.8% mobile penetration.

Estimated over 4 billions ad impression servedeach month



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Why Mobile is Big in Indonesia?

Infrastructure

Price

Culture

Choices

53% of mobile web

users are betweenthe ages of 18 and27, and 82% of thetotal number ofmobile web usersare male.



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Indonesiawhere BlackBerry beats iPhone



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BlackBerry Penetration

Indonesia has more than 1 million Blackberry users.

BlackBerry growth in 2009 is reaching over 500%.

Therere in total of 6 operators that provide BlackBerry service, XL is on

of the first operators who distributes Onyx legally (the latest version ofBlackBerry).

Blackberry is seen more as a device that companies issue to theiremployees, while iPhone is the one that people choose for themselves.

CNN recently reported cellphone salesmen as selling 5 Blackberries foreach time they sell one iPhone. The Jakarta Globe quoted some phonesellers back in October as saying that the Blackberry outsells the iPhoneat a pace of 12-to-1.

http://thejakartaglobe.com/business/indonesian-smartphones-battle-blackberry-beats-iphone/336418http://thejakartaglobe.com/business/indonesian-smartphones-battle-blackberry-beats-iphone/336418http://edition.cnn.com/2009/TECH/12/28/indonesia.blackberry/http://thejakartaglobe.com/business/indonesian-smartphones-battle-blackberry-beats-iphone/336418http://thejakartaglobe.com/business/indonesian-smartphones-battle-blackberry-beats-iphone/336418http://thejakartaglobe.com/business/indonesian-smartphones-battle-blackberry-beats-iphone/336418http://thejakartaglobe.com/business/indonesian-smartphones-battle-blackberry-beats-iphone/336418http://edition.cnn.com/2009/TECH/12/28/indonesia.blackberry/http://edition.cnn.com/2009/TECH/12/28/indonesia.blackberry/http://edition.cnn.com/2009/TECH/12/28/indonesia.blackberry/http://edition.cnn.com/2009/TECH/12/28/indonesia.blackberry/


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Singapore has over 8% penetration rate for iPhone which is the highest compared toany other countries from the AdMob data. Compare that to iPhone numbers inIndonesia which totals up to 68,841 a dismal penetration rate of only 0.003 %

The Jakarta Globe carried an interesting article on why Blackberry is still the popularsmartphone in Indonesia as the iPhone can only be bought at a premium. It is soldexclusively by Telkomsel for $700-$800 (from around $1,000 to $1,200 after the initiallaunch), complete with a 500 MB data plan

Comparatively, in countries like Thailand and Vietnam Apple has 21% and 46% of iOSshare respectively. Its interesting to note how Indonesia is radically in contrast to itsneighbours.

http://www.thejakartaglobe.com/home/can-iphone-challenge-blackberry-in-indonesia/356071http://www.thejakartaglobe.com/home/can-iphone-challenge-blackberry-in-indonesia/356071


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Why BlackBerry is Big in Indonesia?

Cost of a Blackberry

A legally purchased Blackberry in Indonesia costs just US$500 new, comparedto US$900 for an iPhone. A Blackberry smuggled in on the gray market withoutimport taxes costs just US$300.

iTunes Indonesia and Blackberry Fashion

The site still offers no tunes, only apps for the phone. This is a key missingelement in the Apple ecosystem. (h/t Stuart) In addition, the Blackberry hasbecome a fashion accessory for many in Indonesia, moving in on Applesmonopoly on tech-cool.

Internet cost: $17 or $100

Broadband at home is incredibly expensive in Indonesia. It ends up costing US$100 to have broadband: US$70 per month for a landline + US$30 for ADSL.

This is why roughly 30 million people in Indonesia may have Internet access, butonly about 2.5 million have dedicated access. Even if you can afford broadbandat home, the speed is often not reliable. Most people rely on shared Internetconnections in places such as libraries or Internet cafe.

http://www.travelfish.org/http://www.travelfish.org/


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By comparison, a prepaid Blackberry plan for US$17 per month will give youunlimited data with some calls and sms. (Roughly 97 percent of telco customers inIndonesia use prepaid)

An additional impetus to use mobile Internet: Have you ever been stuck inJakarta traffic? Theres plenty of time to surf the net on your mobile. Mobile users inIndonesia now outnumber computer Internet users by 5 to 1, according to InternetWorld Stats.

Impact on Social Media

One impact of this phenomenon in Social Media has been the rapid growth ofFacebook due to their Blackberry app. Thanks to Blackberry, Facebook killedFriendster in Indonesia.

Why does Indonesia matter?

While Internet penetration is remains around 12 percent, mobile penetration inIndonesia is more than 50 percent and growing fast. In absolute terms,Indonesia will likely become the worlds third largest mobile phone market, afterChina and India. In other words, this demand could have a huge impact onBlackberrys bottom line.

http://www.thomascrampton.com/indonesia/friendster-facebook-jeremy-wagstaff/http://www.thomascrampton.com/indonesia/friendster-facebook-jeremy-wagstaff/http://www.thomascrampton.com/indonesia/friendster-facebook-jeremy-wagstaff/http://www.thomascrampton.com/indonesia/friendster-facebook-jeremy-wagstaff/http://www.thomascrampton.com/indonesia/friendster-facebook-jeremy-wagstaff/http://www.thomascrampton.com/indonesia/friendster-facebook-jeremy-wagstaff/


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Reference List

http://www.thomascrampton.com/indonesia/indonesia-iphone/

http://almaujudy.posterous.com/

http://www.e27.sg/2010/06/10/highest-ios-penetration-found-in-singapore-indonesia-among-the-lowest/

http://comm215.wetpaint.com/page/Indonesia%3A+Mobile+Penetration

http://metrics.admob.com/

http://metrics.admob.com/wp-content/uploads/2010/05/AdMob-Mobile-Metrics-SEAsia-Q110.pdf

http://metrics.admob.com/wp-content/uploads/2010/05/AdMob-Mobile-Metrics-Apr-10.pdf

http://techcrunch.com/2010/03/26/why-the-hell-was-panasonic-gobel-trending-on-twitter-blame-indonesia/

http://techcrunch.com/2010/05/27/what-the-hell-is-going-on-in-indonesia/

http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/http://www.thomascrampton.com/indonesia/indonesia-iphone/


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Natasha AngelineIndonesia Community Manager

www.eyeka.asia

[email protected]

W d d J 23 2010
mailto:[email protected]://www.eyeka.asia/mailto:[email protected]:[email protected]://www.eyeka.asia/http://www.eyeka.asia/

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Blackberry in Indonesia