Upload
jodie-cordelia-moody
View
215
Download
0
Tags:
Embed Size (px)
Citation preview
GDC2004 3
Overview of Asian mobile markets
• 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
Market overview• Hong Kong
– 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)
• Technology– GSM – Java
• Singapore– M1(1 million )– Singtel(1.53 million)– Starhub(0.9 million)
• Technology– GSM – Java
GDC2004 5
Market overview• India
– 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)
• Technology– GSM + CDMA– Java and BREW
• Indonesia– Telekomsel(14
million)– Selular( 7 million)
• Technology– GSM – Java
GDC2004 6
Market overview
• Malaysia– Celcom(3.5
million)– DiGI( 2 million +)– Maxis(4 million)
• Technology– GSM– Java
• Philippines– Globe(8.9 million)– Smart(10 million)
• Technology– GSM – Java
GDC2004 7
Market overview• Thailand
– DTAC( 6 million)– AIS( 12 million)– Hutch CAT– Orange(1.8 million)
• Technology– GSM + CDMA– Java and BREW
• Taiwan– TCC( 7 million)– Chunghwa Telecom
(8 million)– Fareast Tone( 2
million)
• Technology– GSM + CDMA– Java, IMODE and
BREW
GDC2004 8
India ! What's hot!• Java services are live from Airtel, Hutch, BPL, Reliance. BREW to
launch soon• Pricing – Rs. 50 (USD 1.2) for full version, Rs 20 (USD 0.4) for
demo version. Reliance is offering the games free• Content which is hot
– Bollywood Movies– Indian Television series– Cricket– Action Games– Games based on festivals & gods. ( Krishna, Holi, Diwali etc.)– Bigger Hollywood brands eg. Spider-Man
• Language – English (thank the British)– Local language for very selected content
GDC2004 9
India ! What's hot!• Local developers
– Indiagames – Mobile2Win– Paradox (owned by Reliance)
• Important revenue generating handsets– Nokia Series 30,40,60– SE T610, CDMA handsets
• Revenue share – As well as you can negotiate!
• Promotion– Below the line promotion by many operators– Later this year Television and Print campaigns expected
• Other channels– Many sites offering ringtones and images– Games still developing
GDC2004 11
Singapore What's hot!
• Java services are live from M1, Singtel and Starhub• Pricing – SGD. 6 (USD 3) for full version, SGD 3 (USD 1.5) for
demo version. • Content which is hot
– Majhong– Soccer– Branded Games – Console/PC– Action Games– Chinese new year, Karaoke,
• Language – – English (thank the British)
GDC2004 12
Singapore What's hot!• Local developers
– Orange Gum– Activate Interactive– Nokia Regional HQ!!! a lot of activity
• Important revenue generating handsets– Nokia Series 30,40,60– Sony Ericcson T610
• Revenue share – Developer share 50% to 60% depending on content
• Promotion– Below the line promotion by many operators– Outdoor, POS and Print campaigns
• Other channels– Many sites offering ringtones and images– Games still developing
GDC2004 13
Malaysia What's hot!
• Java services are live from Cellcom, Maxis, DiGI• Pricing – Ring 5 (USD 1.3) for full version. • Content which is hot
– Majhong– Soccer– Hollywood and Bollywood– Action Games– Chinese new year, Karaoke.
• Language – English – Malay in some cases
GDC2004 14
• Local developers – Multimedia Corridor project– GameBrains
• Important revenue generating handsets– Nokia Series 30,40,60– SE T610
• Revenue share – Developer share 40% to 60% depending on content
• Promotion– Outdoor, POS and Print campaigns
• Other channels– Many sites offering ringtones and images– Gaming channels yet to develop
Malaysia What's hot!
GDC2004 15
Thailand What's hot!• Java services are live from AIS, DTAC• Pricing – Bhat 20 (USD 0.2) for full version. • Content which is hot
– Kick Boxing– Soccer– Games on local stars– Action Games– Chinese new year, Karaoke
• Language – English – Some games in Thai
GDC2004 16
• Local developers – Cyber Planet
• Important revenue generating handsets– Nokia Series 30,40,60– SE T610
• Revenue share – Developer share 40% to 60% depending on content
• Promotion– Outdoor, POS and Print campaigns
• Other channels– Many websites offering games siam2you, Gambaro, Sam
click
Thailand What's hot!
GDC2004 17
Hong Kong What's hot!• Java services are live from Sunday, HKCSL, Smarttone, NW
Mobile, Orange • Pricing – 15 HKD (USD 1.9) for full version. • Content which is hot
– Gambling and Casino Games– Horse Racing– Branded Games – Console/PC– Cute Games– Chinese new year, Karaoke.
• Language – English– Games with a lot of text are expected to be localized in
Chinese
GDC2004 18
• Local developers – M-Intenet– mBounce
• Important revenue generating handsets– Nokia Series 30,40,60– Sharp GX12, GX22
• Revenue share – Developer share 40% to 60% depending on content
• Promotion– Below the line promotion by many operators– Outdoor, POS and Print campaigns
• Other channels– Many sites offering games, ringtones and images
Hong Kong What's hot!
GDC2004 20
Indonesia What's hot!• Java services are live from Telekomsel Game Planet• Pricing – Rph 10,000 (USD 1.16) for full version. • Content which is hot
– Racing– Soccer– Hollywood Games– Action Games
• Language – English
GDC2004 21
• Local developers – Elasitas
• Important revenue generating handsets– Nokia Series 30,40,60– SE T610
• Revenue share – Developer share 40% to 60% depending on content
• Promotion– Below the line promotion by many operators– Outdoor, POS and Print campaigns
• Other channels– Alternate channels still developing
Indonesia What's hot!
GDC2004 22
Taiwan R.O.C What's hot!
• Java services are live from AIS, DTAC• Pricing – TW$ 50 (USD 1.49) for full version. • Content which is hot
– Chinese Content– Soccer– Action Games– Gambling
• Language – English– Games with a lot of text are expected to be localized in
Chinese
GDC2004 23
• Local developers – SQBASE – Ulead
• Important revenue generating handsets– Nokia Series 30,40,60– ASUS, BENQ
• Revenue share – Developer share 40% to 60% depending on content
• Promotion– Below the line promotion by many operators– TV, Outdoor, POS and Print campaigns
• Other channels– Many sites offering games, ringtones and images
Taiwan R.O.C What's hot!
GDC2004 24
Philippines What's hot!
• Java services are live from Globe and Smart• Pricing – 30 pesos (USD 0.53) for full version. • Content which is hot
– Local movie content– Soccer– Action Games– Gambling
• Language – English
GDC2004 25
Philippines What's hot!• Local developers
– SQBASE – Ulead
• Important revenue generating handsets– Nokia Series 30,40,60
• Revenue share – Developer share 30%
• Promotion– Below the line promotion by many operators– TV, Outdoor, POS and Print campaigns
• Other channels– Many sites offering games, ringtones and images
GDC2004 26
Asian market analysis• 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