deden mulyana indonesia 2013 transforming the mobile advertising industry v.2 mobile opportunity...
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Deden Mulyana Indonesia 2013
Transforming the Mobile Advertising Industry
V.2
MOBILE OPPORTUNITY 2013
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ContentMobile Landscapes | Market Outlook | Business Landscapes | Market Opportunity | Key of Success | Next Action
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MobileLandscapes
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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
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Mobile Users : 220 Mio
ARPU : USD 2.3Smartphone VS Feature : 20%Mobile Internet Users : 29%
SEA MOBILE POPULATION
Source : Mobile Monday, 2012
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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
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Source : TNS, Mobile, 2012
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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
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MOBILE MARKET Outlook 2012 - 2013
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In 2012, Global mobile advertising spends in 2012 growth to 21,3%
E-marketers.com 2012
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With Spends USD 0.30 Bio in Indonesia
E-marketers.com 2012
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And in 2013 predicted to . . .
E-marketers.com 2012
USD 1.3 Bio
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MARKET OPPORTUNITY
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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
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The Growth of Smartphone Users in Indonesia
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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
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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 . . .
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MaximizingMobile Opportunity
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• 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
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Next ActionRobust the Opportunity . . .
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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