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Current & Future Mobile Trends of South East Asia Innotech Cambodia
17th & 18th march 2016
Athi Selvanayagam Venture Partner, 1337 Ventures
Eric Ku COO, iTrain Asia
More than 2,000 developers in Asia has taken iTrain Asia Mobile Development Course and CerEficaEon
More than 5,000 lecturers & students in Asia has been trained with iTrain Asia Mobile Development Content
Indonesia Thailand Philippines
Malaysia Myanmar Singapore
Authorized Training Partners (ATP)
Certification iOSs and Android cerFficaFon
SAMPLE SAMPLE
Current & Future Mobile Trends of South East Asia Innotech Cambodia
17th & 18th march 2016
Athi Selvanayagam Venture Partner, 1337 Ventures
Eric Ku COO, iTrain Asia
SEA Population
Source: World Popula/on Review (2014)
China, 1392!
India, 1262!
EU, 741!
US, 319!
SEA, 627!
Population (in Millions)!
15!254!
7!30!
54!101!
5!68!
93!
Cambodia!
Indonesia!
Laos!
Malaysia!
Myanmar!
Philippines!
Singapore!
Thailand!
Vietnam!Population (in Millions)!
Young: More Than 67% Are Under 35 Yrs!
Source: UBS report “ASEAN E-‐commerce” at 13 June 2014 / Global Demographics
42%
45%
24%
40%
37%
43%
32%
29%
27%
31%
26%
27%
14%
14%
25%
16%
22%
19%
8%
7%
17%
9%
10%
8%
5%
4%
8%
5%
6%
4%
Vietnam
Thailand
Singapor
Philippine
Malaysia
Indonesia
Age profile of ASEAN neEzens
15-‐24 25-‐34 35-‐44 45-‐55 55+
Greater than 51% of the populaEon in Cambodia are below the age 30
They are Becoming Richer
Source: UBS report “ASEAN E-‐commerce” at 13 June 2014 / Global Demographics / Macquarie Research 2014
Income per capita is growing fast enough to drive rising affluence, much faster than global average
2.0%
4.1% 4.6%
4.1%
5.7% 6.3%
1.5%
2.7% 2.1%
1.4%
3.2% 2.9%
1.2%
2.3%
1.30% 0.8%
2.0% 1.5%
Global Avg Indonesia Thailand Philippines Malaysia Singapore
2009-‐14 2014-‐19 2019-‐24
SEA Internet Adoption Increasing Fast!
14M!
31M!
18M!
4M!
55M!
34M!
194M!New internet
users!
360M!Internet users!
2010! 2020!
62% !Est. internet penetration!
25% !2010 internet penetration!
2014!
33% !2014 internet penetration!
20M!
41M!
20M!
4M!
71M!
44M!156M!
204M!
1/3 of the populaEon in Cambodia has access to the internet
Internet Has Surpassed TV!
Source: Nielsen; eMarketer 2014
SEA Has Highest Mobile Penetration Rate!
Source: Global web index, March 2014 from Ystats
Cambodia 157% Singapore 152% Thailand 150% Vietnam 141% Malaysia 137% Indonesia 121% Philippines 114%
SEA Avg 119% Global Avg 98%
China 95%
Country | PenetraEon
All major SEA countries are now all above the global average in mobile penetraFon
Device Usage!
Rise of Affordable Smartphones!
Sub Dollar Pricing!
Sources: Meet the New Media Consumer 2014 - Malaysia Nielsen Review
ASIA New Media Consumer!
Sources: Meet the New Media Consumer 2014 - Malaysia Nielsen Review
ASIA New Media Consumer!
WHAT WORKED WELL IN THE PAST… MIGHT NO LONGER WORK !TODAY!
APAC is the largest and fastest growing smartphone market in the world!
Global smartphone shipments, millions
Source: Canalys
Ann
ual s
mar
tpho
ne s
hipm
ents
(M)
Mobile usage is exploding in APAC - the average user spends 2.5 hours / day on their smartphone
APAC countries Average time spent on smartphone/day, minutes
Source: Millward Brown
150 times a day 162 minutes a day
“The mobile war is over and the app has won”
venturebeat.com 2013/04/03
86%
14% TIME SPENT ON SITES
TIME SPENT ON APPS
USER TIME SPENT ON MOBILE DEVICES
APPS > SITES
66% SITES
6% APPS
28% SITES &
APPS
PRIMARY CHANNEL FOR COMMERCIAL TASKS
INDUSTRY SNAPSHOT
75% OF AUTOS USERS
60% OF FINANCE USERS
70% OF TRAVEL USERS
71% OF RETAIL & TECH USERS
64% OF LOCAL SERVICES USERS
... USE SITES MORE OFTEN FOR
COMMERCIAL TASKS
86%
14% TIME SPENT ON SITES
TIME SPENT ON APPS
14%
40% GAMIN
G & ENT.
26% SOCIAL
20% OTHER
USER TIME SPENT ON MOBILE DEVICES
Time spent Value for your business!
64%62%
59%
51%
43%
56%
45%
38%
33%32%
51%
42%
43%38% 39%
44%
32%
21% 24%
20%
30%
19%15% 14%
15%
22%
17%13% 13% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet Newspaper or magazine
In-store promotional display
TV
Outdoor ad
Radio
The Internet is the primary form of influence at each stage of a consumer journey
Become interested
Begin evaluating
Compare prices and features
Final decision on which to
buy
Final decision on where to
buy
Offline sources
Source Use at Each Step
* Source: Malaysia ROPO, Netpop Research, LLC 24
This is not a distant global possibility but a local, near term opportunity
“Smartphones and tablet computers are expected to boost online retail sales in APAC to >$400B a year by 2018” Euromonitor
Source: Euromonitor; Channel News Asia
X 2.3 (c.20% Y/Y)
$186B
2013 2018
$428B
VS
Market Share Smartphone Vendor, 2015
Source: IDC Worldwide Quarterly Mobile Phone Tracker, January 27, 2016
Vendor 2015 Shipment Volumes
2015 Market Share
2014 Shipment Volumes
2014 Market Share
Year-‐Over-‐Year Growth
1. Samsung 324.8 22.70% 318.2 24.40% 2.10%
2. Apple 231.5 16.20% 192.7 14.80% 20.20%
3. Huawei 106.6 7.40% 73.8 5.70% 44.30%
4. Lenovo 74 5.20% 59.4 4.60% 24.50%
5. Xiaomi 70.8 4.90% 57.7 4.40% 22.80%
Others 625.2 43.60% 599.9 46.10% 4.20%
Total 1,432.90 100.00% 1,301.70 100.00% 10.10%
(Units in Millions)
Market Share Smartphone OS, 2015
Source: IDC Worldwide Quarterly Mobile Phone Tracker, December 2, 2015
Region 2015* Shipment Volumes
2015* Market Share
2015* YoY Growth
2019* Shipment Volumes
2019* Market Share
2019* YoY Growth 5 year CAGR
Android 1,161.10 81.20% 9.50% 1,538.10 82.60% 4.80% 7.70%
iOS 226 15.80% 17.30% 263.4 14.10% 3.10% 6.50%
Windows Phone 31.3 2.20% -‐10.20% 43.6 2.30% 11.40% 4.50%
Others 11.3 0.80% -‐16.80% 17.1 0.90% 6.50% 4.70%
TOTAL 1,429.80 100.00% 9.80% 1,862.30 100.00% 4.70% 7.40%
* Forecast data
Market Share, 2015
IDC Smartphone OS Market Share, 2015 Q2
Android, 81.2
IOS, 15.8
Microsog, 2.2
Others, 0.8
Android IOS Microsog Others
Android Distribution – 7th Mar 2016 Version Codename DistribuFon 2.2 Froyo 0.1% 2.3.3 -‐ 2.3.7
Gingerbread 2.6%
4.0.3 -‐ 4.0.4
Ice Cream Sandwich
2.3%
4.1.x Jelly Bean 8.1% 4.2.x 11.0% 4.3 3.2% 4.4 KitKat 34.3% 5.0 Lollipop 16.9% 5.1 19.2% 6.0 Marshmallow 2.3%
iOS Distribution – 7th Mar 2016
iOS 9 79%
iOS 8 16%
Earlier iOS 5%
Mobile Platforms: Both? All 3?
• 37% of all mobile dev target both iOS and Android. • 7% target none of the top 3
App Categories
Games 515,715 23%
EducaEon 208,041
9% Entertainment
142,646 6% Lifestyle
195,544 9%
Business 231,658 10%
Books 71,757 3%
UEliEes 5%
Travel 4%
Music 3%
Reference 2%
Sports 2%
ProducEvity 3%
Health & Fitness 3%
News 2%
Photo & Video 2%
Finance 2%
Medical 2%
Social Networking 2%
Food & Drink 3% NavigaEon
1% Catalogs
1% Weather
0%
Games
EducaFon
Entertainment
Lifestyle
Business
Books
UFliFes
Travel
Music
Reference
Sports
Developers Have Conquered the Phone with Apps
• > 9 Million App Developers • 800,000 new developers every year
• > 1,900,000 Apps on Apple App Store • > 1,000,000,000 iOS Devices • > 100 Billion Downloads • > $25 Billion paid out
Developers are Conquering the Wrist
Apple Watch 10,000 apps
Android Wear 4,000 apps
Pebble 7,000 apps
Developers are Conquering the Car
Developers are Conquering the Home
Developers are Conquering the Sky
Raised $75M to build an industrial UAV developer
plamorm (May 2015)
hnp://dev.dji.com/
“Android for drones”
hnp://dronekit.io/
OS for commercial drones
hnp://www.airware.com/developers
Developers are Conquering …
• …CiFes • …Healthcare • …Clothing • …Factories
• …EVERYTHING
ASIA vs US
Localized Content
Revenue by Country
Revenue Growth in Asia by Store
Top 10 Countries in Asia – Both Stores
Japan = 77x Malaysia
Revenue Distribution
Revenue distribuEon by Country and Pladorm – Dec 2013
Download volume by Device on App Store
Business Model per device – Apple App Store
Business Model per category – Apple App Store – iPhone (Feb ‘14)
Business Model per category – Apple App Store – iPhone (Feb ‘14)
Business Model by Country – Apple App Store
Can AppStore Alone Support Developers? • Only 1 in 9 developers that rely on app store revenues are in the safe zone
E-Commerce – The Winning App Revenue Model
E-‐Commerce Sales $300 Bn
App Store Sales $40.5Bn
AdverEsing $34 Bn
Model #1: Apps as a Channel
• Transact through the App • Nearly 60 percent of Amazon.com customers shopped using a mobile device during the 2014 holiday period
Model #2: Mobile-First Business
• Offline Services that couldn’t exist without the App
Model #3: Apps as a Platform
• Enable others to build e-‐commerce businesses on top of your app
SEA Has Very Low eCommerce Penetration !E-‐commerce shopping makes up just 1-‐2% of total retail sales in SEA. This compares with 16% in Korea, 10% in Japan and 8% global average
Source: Euromonitor, BofA Merrill Lynch’s eCommerce Report as of May 2015 and SingPost Report as of Jan 2015
US: 8.4%
Korea: 16.3%
Japan: 10.4%
Australia: 8.2%
Global: 7.9% China: 8.5%
SEA: 1-‐2%
E-‐Commerce as % of Total Retail Sales (2014)
Apps in the Enterprise
Enterprise
60% OF INFORMATION WORKERS WILL INTERACT WITH CONTENT APPLICATIONS VIA A MOBILE DEVICE BY 2015
Gartner
ANOTHER WAY TO DODGE THE POVERTY TRAP: TARGET ENTERPRISES
Is Making the Enterpise Jump Easy?
Is Making the Enterpise Jump Easy?
Consumer Enterprise
IOT has similar distribution
Apply Consumer IOT Tech to Enterprise Problems
Apps - moving out of Mobile devices
Yesterday: The Traditional App
• The value is delivered by the app itself
Today: The Companion App
• The value is delivered by the device/service • The app is just a remote control
Tomorrow: The Data App
• The value comes from combining all sorts of data the app processes across devices, sensors and APIs.
Focus on Innovation shifts to making sense of data
From Device to Data Platforms
Whats the future of Mobile Platforms?
• With the current stalemate in the plamorm wars…
• With the evoluFon to data-‐centric apps, moving the focus away from operaFng systems and into the cloud
Future of Mobile is in IOT
Mobile Runner Ups copying…
E-Commerce Players too
IOT Solutions still Looking for Problems
Multi Device, Integrated Experiences
Current & Future Mobile Trends of South East Asia Innotech Cambodia
17th & 18th march 2016
Athi Selvanayagam Venture Partner, 1337 Ventures
Eric Ku COO, iTrain Asia