southeast asia media market - reports - world economic...
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Southeast Asia Media Market June 2011
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
Southeast Asia Media Market
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Agenda
• Macro overview
• Media market overview
• Trends in online media
• Case studies
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Macro overview
Media market overview
Trends in online media
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Southeast Asia covers ~0.6B people with ~$2T GDP that has grown at 6% over the last decade
Population (2010, in M)
GDP (2010, US$)
GDP/ capita (US$)
Real GDP CAGR 2000
SE Asia share of the world:
Population
GDP
Media market
Internet users
INDONESIA
PHILIPPINES
BRUNEI
MALAYSIA
SINGAPORE
VIETNAMTHAILAND
CAMBODIA
LAOSBURMA
Source: CIA World Factbook; IMF PWC Global Entertainment and Media Outlook 2010
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Southeast Asia covers ~0.6B people with ~$2T GDP that has grown at 6% over the last decade
SE Asia World
Population (2010, in M) 585 6,852
(2010, US$) 1.8T 61.9T
GDP/ capita (US$) 3.1K 11.8K
Real GDP CAGR 2000-10 6% 4%
SE Asia share of the world:
Population
9%3%
95%9%9%
Media market
Internet users
9%
3%
5%
2%
Source: CIA World Factbook; IMF PWC Global Entertainment and Media Outlook 2010-2014; Euromonitor
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Six countries account for ~95% of region’s GDP with huge income disparity across countries
Source: International Monetary Fund, World Economic Outlook Database, October 2010
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Six countries account for ~95% of region’s GDP with huge income disparity across countries
Source: International Monetary Fund, World Economic Outlook Database, October 2010
GDP per capita (2010E, US$K)
42.6k
0.5k
73x
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
All major countries in the region have shown strong growth; trend expected to continue
Source: International Monetary Fund
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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All major countries in the region have shown strong growth; trend expected to continue
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
During Asian crisis (97-98), Indonesia moved to floating
exchange rate system
Exchange rates have stabilized and lending rates have declined over the last decade
1996
1998
2000
2002
2004
2006
2008
2010
Source: Cap IQ, Euromonitor
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Exchange rates have stabilized and lending rates have declined over the last decade
1996
1998
2000
2002
2004
2006
2008
2010
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Foreign direct investments and exports have grown significantly
Source: World Bank
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Foreign direct investments and exports have
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Forecasts suggest SEA will continue to have a large working age population
2020F
Men Women
Note: Working population = between 15 and 65 years; Regional aggregate is based on top 6 countries of the regionMalaysia, Philippines, Thailand, Vietnam
Source: Euromonitor; Bain AnalysisThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Forecasts suggest SEA will continue to have a large working age population
65+
15-64
0-14
Indo
nesia
Vietna
m
Philip
pine
s
Thailand
Malay
sia
Sing
apor
e
Note: Working population = between 15 and 65 years; Regional aggregate is based on top 6 countries of the region- Indonesia, Singapore,
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
SEA income levels are rising; likely to drive higher entertainment and media spend
Note: Entertainment and media market numbers include internet access spending; the region; E.g. SEA market built on the basis of 6 major geographies, which form ~90% of SEA’s GDP
Source: Euromonitor, PWC Global Entertainment and Media Outlook 2010-2014, June 2010
0
20
40
60
80
100%
Population distributionby income (%)
2005 2010 2015F
$1.5K-5K
<$1.5K
$15K+
$5K-15K
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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SEA income levels are rising; likely to drive higher entertainment and media spend
R2 = 0.88
Note: Entertainment and media market numbers include internet access spending; Regional aggregates are based on the top countries in the region; E.g. SEA market built on the basis of 6 major geographies, which form ~90% of SEA’s GDP
2014, June 2010
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Agenda
• Macro overview
• Media market overview
• Trends in online media
• Case studies
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Macro overview
Media market overview
Trends in online media
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Summary
SubscriptionTV 13% 11%
Internet 13% 22%
Mobile phones 8% 103%
SEA
Subscriber Growth
(09-14F CAGR)
Penetration (%)
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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49%
• Satellite and IPTV to grow quickly
• Indonesia and Vietnam to witness rapid growth in all formats (Cable, Satellite and IP)
45%
• National level initiatives and ‘ASEAN ICT master plan 2015’ to boost internet penetration and collaboration between countries for ICT development
79%
• Indonesia, Vietnam and Philippines will see good growth
• With growing smartphone and 3G penetration, mobile phones will gain importance as a media consumption platform
World Avg.Future Growth Drivers
Penetration (%)
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
0
20
40
60
80
100%
Sing
apor
e
62
Malay
sia
47
Vietna
m
17
Philip
pine
s
12
Indo
nesia
4
Thailand
4
SEAs
ia
11
73
Subscription TV penetration of TV households (2009
India
Subscription TV penetration is far below global avg. with great dispersion among countries
Note: Regional aggregates are based on the top countries in the region; E.g. SE Asia market built on the basis of 6 major geographies, which form >90% of SE Asia GDP; Rest of Asia excludes the SE Asian countries represented on chart, India and ChiSource: PWC Global Entertainment and Media Outlook 2010-2014
SE Asia
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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China
42
Russ
ia
24
Braz
il
5
NA
88
MEA
73
Rest
ofAs
ia
49
Euro
pe
48
Latam
24
(2009)
Globalavg.
dia
Subscription TV penetration is far below global avg. with great dispersion among countries
Regional aggregates are based on the top countries in the region; E.g. SE Asia market built on the basis of 6 major geographies, which form >90% of SE Asia GDP; Rest of Asia excludes the SE Asian countries represented on chart, India and China
BRICs Other regions
Availability of large number of free channels driving down penetration
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
0
50
100
150%
Sing
apor
e
133
Malay
sia
90
Vietna
m
33
Philip
pine
s
24
Thailand
15
Indo
nesia
10
SEA
22
Braz
50
Internet household penetration (2009)
Note: Regional aggregates are based on the top countries in the region; E.g. SE Asia market built on the basis of 6 major geographies, which form >90% of SE Asia GDP; Rest of Asia excludes the SE Asian countries represented on chart, India and ChiSource: PWC Global Entertainment and Media Outlook 2010-2014
SE Asia
Singapore and Malaysia lead BRIC and other regions in Internet reach
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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razil
50
China
43
Russ
ia
29
India
7
NA
82
MEA
43
Latam
40
Rest
ofAs
ia
74
Euro
pe
57 Globalavg.
Regional aggregates are based on the top countries in the region; E.g. SE Asia market built on the basis of 6 major geographies, which form >90% of SE Asia GDP; Rest of Asia excludes the SE Asian countries represented on chart, India and China
BRICs Other regions
Singapore and Malaysia lead BRIC and other regions in Internet reach
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
ASEAN ICT master plan 2015 and national level initiatives to boost collaboration and adaption
ASEAN ICT Master plan 2015
• ASEAN telecom and IT ministers came together in Jan 2011 to adopt a plan, working towards ICT development in the region, for
- Promotion of ICT as an engine of growth;
- Contribution towards ASEAN integration
Decrease the current gapcountries through collaboration
Boost penetration levels in individual countries
• The countries to work towards making
National level ICT plans
• Various national level efforts are currently underway to penetration in the region
- Indonesia: Launched a $9.2Baimed to increase broadband penetration to 30%
- Vietnam: The IT Master plan introduced in early 2011 aims at expanding infrastructure to almost all rural villages
- Thailand: Introduced the national broadband policy in 2010 requiring ~0.7B to cover 80% of the population by 2015 and 95% by 2020
- Malaysia: Govt. investing heavily in construction of Next Generation Network to increase broadband penetration
- Singapore: 10 year iN2015 master2015, through heavy investment in a National Broadband Network
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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ASEAN ICT master plan 2015 and national level initiatives to boost collaboration and adaption
ASEAN telecom and IT ministers came together in Jan 2011 to adopt a plan, working towards ICT development in the region, for
Promotion of ICT as an engine of growth; recognition of ASEAN as a global ICT hub
ASEAN integration and bridging the digital divide
Decrease the current gap in Internet and Mobile penetration between through collaboration
Boost penetration levels in rural areas to overcome the existing gap within individual countries
The countries to work towards making ICT access more affordable
Various national level efforts are currently underway to increase broadband in the region
$9.2B plan for ‘Meaningful Broadband deployment’ in 2011 increase broadband penetration to 30% in four years
: The IT Master plan introduced in early 2011 aims at expanding broadband infrastructure to almost all rural villages and hamlets by 2020
: Introduced the national broadband policy in 2010 requiring investment of ~0.7B to cover 80% of the population by 2015 and 95% by 2020
: Govt. investing heavily in construction of Next Generation Network to increase broadband penetration; working towards increasing HSBB access
: 10 year iN2015 master-plan to achieve 90% broadband penetration by , through heavy investment in a National Broadband Network
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
0
40
80
120
160%
Sing
apor
e
144
Vietna
m
133
Malay
sia
122
Thailand
110
Philip
pine
s
92
Indo
nesia
90
SEA
103
Russ
i
156
Mobile penetration (2010)
All major SE Asian countries are ahead of the global average in mobile penetration
Note: SE Asia market built on the basis of 6 major geographies, which form >90% of SE Asia GDPSource: Wireless Intelligence 2011
SE Asia
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Globalavg.
ussia
156
Braz
il
108
India
63
China
63
Euro
pe
128
NA
98
Latam
97
MEA
69
Asia-P
acific
67
All major SE Asian countries are ahead of the global average in mobile penetration
Note: SE Asia market built on the basis of 6 major geographies, which form >90% of SE Asia GDP
BRICs Other regions
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Smart mobile device sales and 3G subscribers in SE Asia will become 5x in 5 years
0
10
20
30
2010
7
11F
11
12F
16
13F
21
14F
27
15F
33
SEA* premium communicationdevices shipments
40M
34%
(10-15F)CAGR
Mobile phones will gain importance as a media consumption platform as more and more people own smart mobile devices connected to high speed networks
* Includes Indonesia, Malaysia, Philippines, Singapore, Thailand and VietnamNote: Premium communication devices offer a rich communication experience beyond voice such as integrated email, social networking support and VoIPSource: Gartner; Wireless Intelligence; Bain analysis
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Smart mobile device sales and 3G subscribers in SE Asia will become 5x in 5 years
0
100
200
300
400
500M
2010
81
11F
128
12F
186
13F
255
14F
332
15F
404
SEA 3G connections
38%
(10-15F)CAGR
Mobile phones will gain importance as a media consumption platform as more and more people own smart mobile devices connected to high speed networks
* Includes Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnama rich communication experience beyond voice such as integrated email, social networking support and VoIP
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Print forms ~45% of ~$18B SEA media market; Internet growing fastest though on small base
0
10
20
$30B
SEA media and entertainment market bysegments
2005
14
2008
18
*Market does not include internet and mobile access revenue; Regional aggregate are based on the top countries in the region;the basis of 6 major geographies, which form ~90% of SEA GDP Source: PricewaterhouseCoopers LLP, Wilkofsky Gruen Associates
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Print forms ~45% of ~$18B SEA media market; Internet growing fastest though on small base
2009
18
2014F
Video GamesFilm
TV
Radio
InternetMusic
Out of Home
26
6%
9%
16%
5%3%5%
59%-4%
(05-09)7%
CAGR
5%
10%
8%
5%9%9%
17%2%
(09-14F)7%
CAGR
*Market does not include internet and mobile access revenue; Regional aggregate are based on the top countries in the region; e.g. SEA market built on
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Print and TV occupy the top two spots across countries with print leading in most
*Market does not include internet and mobile access revenue; Regional aggregate are based on the top countries in the region;the basis of 6 major geographies, which form ~90% of SEA GDP Source: PricewaterhouseCoopers LLP, Wilkofsky Gruen Associates
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Print and TV occupy the top two spots across countries with print leading in most
Video Games
TV
Radio
Internet
Film
Out of Home
Music
*Market does not include internet and mobile access revenue; Regional aggregate are based on the top countries in the region; e.g. SEA market built on
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
While traditional media is thriving, ad spend on Internet is growing rapidly
* Internet includes digital publishing and online TVNote: Print Publishing include traditional Newspaper, magazines, B2B publishing, and consumer and educational books (excludesmarket built on the basis of 6 major geographies, which form ~90% of Region’s GDP Source: PricewaterhouseCoopers LLP, Wilkofsky Gruen Associates
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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While traditional media is thriving, ad spend on Internet is growing rapidly
Note: Print Publishing include traditional Newspaper, magazines, B2B publishing, and consumer and educational books (excludes digital revenues); SE Asia market built on the basis of 6 major geographies, which form ~90% of Region’s GDP
Traditional media
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Agenda
• Macro overview
• Media market overview
• Trends in online media
• Case studies
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Macro overview
Media market overview
Trends in online media
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Online users have grown rapidly, consumption per user close higher than India and China
Average
Notes: Internet users are people with access to the WW network via home, work computers, internet cafes or mobile phones; Average hoonline include only 15+ Internet Audience; Data for SEA countries and Global is for Dec 2010, data for India and S Korea is for May 2010
Source: Euromonitor; comScoreThis information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Online users have grown rapidly, consumption per user close higher than India and China
0
5
10
15
20
25
Vietna
m
23
Sing
apor
e
22
Philip
pine
s
17
Malay
sia
16
Indo
nesia
15
Average hours spent online per user/month (2010)
Global
IndiaChina
Internet users are people with access to the WW network via home, work computers, internet cafes or mobile phones; Average hours spend Internet Audience; Data for SEA countries and Global is for Dec 2010, data for India and S Korea is for May 2010
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Social networking and video accounts for a significant amount of time spent online
0
20
40
60
80
100%
Singapore
Video
SocialN/W
Others**
Malaysia
Estimated share of time spentonline (2010-2011*)
Notes: Include only 15+ Internet Audience; *Include data from time period ranging Jun 2010 to Jan 2011 ; **Include IM, eamongst other online categories
Source: comScore; Bain Analysis; Lit search
“In markets like
“It was in 09 when
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Social networking and video accounts for a significant amount of time spent online
Internet Audience; *Include data from time period ranging Jun 2010 to Jan 2011 ; **Include IM, e-mail, search/navigation,
“In markets like Philippines and Indonesia, social networking is one of the most popular Web activities consuming 1/3rd of time spent online”
Comscore, Apr 2010
“It was in 09 when Filipinos staked claim as heavyweights in social media, winning the title ‘social networking capital of the world’ ”
ABSCBNnews, Jul 2010
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Online video in Singapore and Malaysia has high reach with high engagement in Singapore
Notes: Include only 15+ Internet Audience; *Include data from time period ranging Jun 2010 to Jan 2011 Source: comScore
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Online video in Singapore and Malaysia has high reach with high engagement in Singapore
Internet Audience; *Include data from time period ranging Jun 2010 to Jan 2011
Online Video
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Social networking has high reach among SEA online users…
Notes: Include only 15+ Internet AudienceSource: comScore
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Social networking has high reach among SEA
Social Networking
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
…with high user engagement in most countries in the region
Notes: Include only 15+ Internet AudienceSource: comScore
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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…with high user engagement in most countries
Social Networking
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Agenda
• Macro overview
• Media market overview
• Trends in online media
• Case studies
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Macro overview
Media market overview
Trends in online media
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Kompas, one of Indonesia’s widely read newspaper been focusing on the digital platform
Astro All Asia Networks (AAAN), Malaysia’s leading multimedia services provider taken initiatives to focus on the online platform
Detik.com, leading news portal in Indonesia like web, SMS and WAP
Media Prima, a media investment group through Mobile TV
Use of social media to create public awareness in Malaysia
Use of Web 2.0 by companies to promote their businesse.g. Air Asia, Tiger beer, Digi
Use of user-generated content their audience
Many startups have emerged especially in Singapore and Malaysia
Singapore, Malaysia and Thailand have proposed government funds to support the creation of digital content in the coming years
Summary
Traditional media companies have extended
offerings to new media platforms
1
2
Companies have leveraged user-generated content
for consumer engagement
5
6
Media companies have successfully leveraged Internet and mobile to create new business
3
4
Social media has been used as an effective tool
to reach masses
Government support continue to drive content
creation
There are multiple startups with innovative
business models
7
8
9
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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, one of Indonesia’s widely read newspaper - started an Internet platform and has been focusing on the digital platform
All Asia Networks (AAAN), Malaysia’s leading multimedia services provider - has taken initiatives to focus on the online platform
, leading news portal in Indonesia - distributes media content though platforms
, a media investment group – has engaged in alternate revenue stream
to create public awareness in Malaysia
Use of Web 2.0 by companies to promote their business, products or services - for Telco
generated content by multiple companies to engage consumers and widen
startups have emerged with new technology platforms or business models, especially in Singapore and Malaysia
Singapore, Malaysia and Thailand have proposed government funds to support the creation of digital content in the coming years
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Kompas has successfully transformed itself from purely traditional print to digital and social era
• Kompas, the most widely read newspaper in Indonesia, started publication in 1965 with circulation of ~5000 copies
• It started on online platform in 1997 (Compass Online)
- Acted as web version of the print edition
• It changed its name to Kompass.com in 1998
- Started focusing more on content development, design, and new marketing strategies
• Print edition circulation reached 530k in 2004
• Revamped its website in 2008- To make it richer, fresher, more
elegant and user-friendly and advertiser-friendly
Overview
Source: Marketwire, Dec 2010; Lit. Search
• Kompas has created a community of citizen journalism
- Kompasiana also has members from among journalists and community leaders, observers and experts from various fields
- Members share information, opinions and ideas
• Kompasiana has become a form of communicative and enlightening social media informative
1
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Kompas has successfully transformed itself from purely traditional print to digital and social era
Achievements
Kompas has created a community of citizen journalism, Kompasiana
Kompasiana also has members from among journalists and community leaders, observers and experts from various fields
Members share information, opinions and ideas
Kompasiana has become a form of interactive, communicative and enlightening social media informative
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Astro All Asia Networks (AAAN) has actively taken initiatives to focus on the online platform
• AAAN is Malaysia’s leading multimedia services provider- Started in 1996 with 22 channels- Currently broadcasts over 119
pay-TV channels to ~3M households
• It is involved in origination, aggregation and distribution of TV programs in Malay, Chinese, English and Indian languages
“The Group’s focus on growing and creating innovative interactive content has seen exponential growth in transactions through its digital platform.”
Company Website
Overview
Source: Company Website; Annual Report
AMP Radio Networks
• AMP radio has 54% audience share
• It continues to leverage new media platforms grow market share
• It was the first radio broadcaster in Malaysia to radio streaming iPhone applications (80k downloads in ’10)
• AMP’s online platform is attracting ~1M unique every month (70% y-o-y growth)
Innovative content offerings on online platform
2
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Astro All Asia Networks (AAAN) has actively taken initiatives to focus on the online platform
BPL broadcastsAMP Radio Networks
Stadiumastro Fantasy
• Collaborated with ESPN Start Sports to secure a new 3-year agreement beginning 2010 to exclusively broadcast the BPL (Barclays Premier League) in Malaysia
• Coverage take a 360 degree approach, customers to watch all 380 matches being simulcast over the internet and mobile means
AMP radio has 54% audience share
It continues to leverage new media platforms to grow market share
It was the first radio broadcaster in Malaysia to create radio streaming
applications (80k downloads in
AMP’s online platform is attracting
1M unique visitors every month (70%
y growth)
• Launched digital sports initiative, Stadiumastro.com and its mobile platform, m.stadiumastro.com in 2009
• Covers an array of international and local sports content
• ~3M page views and 200k unique visitors each month
• Stadiumastro Fantasy, launched a month later, reached ~92k members
Innovative content offerings on online platform
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Detik.com distributes media content though platforms like web, SMS and WAP
Overview
Source: Company Website; Lit Search
• Indonesia’s leading news media company
- Started in 1998 as a simple news site
- Grew to a full fledged news media company in 2004 with >100 people staffed in its newsroom
• Reports news on politics, economy, finance, business, capital market, entertainment, and sport
• Delivers content on various platforms: web, SMS, WAP and others
- New products are blog, forum and map
• Provides online marketing services & banner placement on the website
“Introduced in 2002, the contributed significantly to Detikcoms growth
Detikcom is leading news portal in Indonesia;Mobile services a significant driver to growth
“Detikcom currently operators, content providers as well as 26 regional newspapers across Indonesia for news syndication”
“Currently, the which is also
3
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
30110601-WEF Southeast Asia_Factpack_vFinalNDL
Detik.com distributes media content though platforms like web, SMS and WAP
•Has >10M page views daily
•Detik.com has a mobile content service, Internet-based TV content service, a blog service and a discussion forum
“Introduced in 2002, the mobile services skyrocketed in early 2004 and contributed significantly to Detikcoms growth.”
www.agrakom.com
Detikcom is leading news portal in Indonesia;Mobile services a significant driver to growth
“Detikcom currently has working relationships with all of the cellular operators, content providers as well as 26 regional newspapers
Indonesia for news syndication”www.agrakom.com
“Currently, the largest general news portal in Indonesia is detik.com, which is also first online news site in Indonesia.”
www.speaking-out.org, 2008
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Media Prima has engaged in alternate revenue stream through Mobile TV
Media prima and YTL enter into a partnership to provide Mobile TV...
• Media Prima is Malaysia’s leading media investment group
- Owns 100% equity interest in TV3, 8TV, ntv7 and TV9; 90% equity in The New Straits Times Press; three radio networks: Fly FM, Hot FM and One FM
• As an expansion into digital media, Media Prima partnered with YTL communications
• YTL will host Media Prima’s existing local content on its next generation TV service*
- This will make Malaysian content available to the region, and propel Malaysia as a regional, digital broadcast hub
• This is a foundation of an advanced two-sided business model, where a next generation TV network serves as a distribution platform for content as well as new application services
Note: *YTL’s next generation TV service is potentially the most advanced, digital TV service that will seamlessly integrate traditioand Internet content, while automatically recommending, recording and organizing the customer’s favorite showsSource: Lit search
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Media Prima has engaged in alternate revenue stream through Mobile TV
“With this partnership, users will essentially have mobile broadband, mobile voice, home TV and mobile TV all in one account”
Mobiletvworld, Nov 2010
“Collaboration will create opportunities for new distribution channels for Media Prima’s TV Networks and content…we will ultimately grow to serve a market that go beyond the 28M people…and establish our position as country’s premier content provider”
Mr. Amrin, Group MD, Media Prima
…which will provide alternate distribution channel for content creators
“With this collaboration, content and technology are coming together to encourage those who have never felt the need to embrace broadband, to now do so.”
Dr.Francis, Executive Chairman, YTL
YTL’s next generation TV service is potentially the most advanced, digital TV service that will seamlessly integrate traditional television and Internet content, while automatically recommending, recording and organizing the customer’s favorite shows
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
Malaysia has shown examples of active usage of social media for creating public awareness
1M Malaysians reject 100-story mega tower
• Government proposed a 100-story mega tower worth RM5B to boost tourism against RM250M for all the schools (2011 budget)
• A Facebook page titled “1M Malaysians reject 100-storey Mega Tower” attracted 30k fans in just four days and has ~300k fans now
• The page generated more than 200 topics of discussion and was reported by news agencies
• Online campaign led to offline campaign as well
Source: Lit. Search
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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Malaysia has shown examples of active usage of social media for creating public awareness
Malaysian PM seeks questions from public through Twitter
• Malaysian PM, on 11 Jan 2011, answered questions of general public through Twitter between 1630 and 1800 hours
• #tanyanajib became a worldwide trending topic on Twitter that day
• Users posted questions ranging from public transportation to “who irons your clothes” to questions on 1Malaysia
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
In Malaysia, companies and brands use Web 2.0 to promote their business, products or services
• Came up with a"travel wish list" Twitter application to encourage Facebook users to join; they were also given a chance to win free air tickets
• Started with a blog in 2008 to interact with the customers, and to react and respond to their displeasures
• Tiger beer made use of Malaysia’s top blog aggregator and organized a ‘Stand out’ blogger party to launch its repackaged products
• With restrictions on advertising alcohol products on TV, Tiger flooded Facebook, Twitter and youtube with party footages and articles to promote itself to its critical audienceD
etai
ls o
f ca
mpai
gns
Res
ults • AirAsia’s Facebook fan page has
>190K fans
• Twitter account has >20K followers
• According to a survey, perception of Tiger as 'a beer for good times and fun' increased by 14%; consumption among young adults increased 6%
Air Asia Tiger Beer
Source: Lit search
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
33110601-WEF Southeast Asia_Factpack_vFinalNDL
In Malaysia, companies and brands use Web 2.0 to promote their business, products or services
made use of Malaysia’s top blog aggregator and organized a ‘Stand out’
to launch its repackaged products
With restrictions on advertising alcohol products on TV, Tiger flooded Facebook, Twitter and youtube with party footages and articles to promote itself to its critical audience
According to a survey, perception of Tiger as 'a beer for good times and fun' increased by 14%; consumption among young adults increased 6%
• Digi Telco diversified its marketing into social media
• Company assembled a team of employees to monitor the brand’s social media experiences
• It also created Twitter account (to solve customer issues) and fan page on Facebook (to update fans with upcoming deals)
• Has high level of interaction with >600 daily tweets & >28k fans on its Facebook page
Digi TelcoTiger Beer
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
User generated content (UGC) reaching mass audience; being leveraged well by companies
User generated content is being widely accessed by the SEA population…
• Majority of the people in SEA are accessing user generated content
- High reach of blogs amongst Internet users Reach in Indonesia and Malaysia stood at 60-
70%and 58% in ‘10, up by 8% from ’09- Sharing photos on Social Networking websites is a key
trend in SEA with Penetration of photo websites users in SEA ~80-90% (2010)
- Indonesia, S’pore amongst the top 10 Twitter markets by % reach
• High consumption of the user generated content - ~4% of time spent online in Indonesia and
Philippines in 2010 was on Photo websites (vs. 1% globally)
- >60% of the videos watched online in Malaysia and S’pore in May 2010 were on Youtube
Source: Lit search
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
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User generated content (UGC) reaching mass audience; being leveraged well by companies
…with local companies using it to engage mass audience
• Politikana, prominent Indonesian UGC news and opinion website grew to 5K+ users in 5 months
- Salingsling (owner of Politikana) is planning additional ~40 similar websites
• Southeast asia.org, a tourism campaign launched by 10 countries in SEA is an interactive website to carry text, videos, comments and reviews from travelers
• Singapore's MobileOne launched UG video-sharing service called MeTV in ‘07 allowing mobile subscribers to upload and share
• Diana Rikasari, an Indonesian fashion blogger has so far reached 7M users with 10K users/day
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
SEA has multiple startups with innovative business models in the field of online media
• Social network service, operated by SK Telecom with
• Generates revenue through sale of dotori, or "acorns", which are virtual goods (background music, pixelated furniture and virtual appliances)
• A Malaysian based company with a search engine that sentiment expressed in news and elsewhere online
• Can help brands change advertising campaigns
• A S’pore based ‘Neoteny Labsplatform for business owners to communicate daily specials, promotions etc.
• Promotes messages to nearby customers
• Malaysia/Singapore based online event mgmtallows attendees match and meet using a ‘Business Matching engine’
• Helps create online profiles, collect ticket payment and send SMS reminders
• A mobile application currently available on the iPhone and iPod Touch to organize ‘hangouts’ with friends
• ‘Neoteny Labs’ fund has invested
• S’pore based ‘Game Ventures’ makesgames
• One of the portfolio companies
Source: Lit search
8
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
35110601-WEF Southeast Asia_Factpack_vFinalNDL
SEA has multiple startups with innovative business models in the field of online media
Social network service, operated by SK Telecom with 0.5M users (2009) in Vietnam
Generates revenue through sale of dotori, or "acorns", which are used to purchase (background music, pixelated furniture and virtual appliances)
A Malaysian based company with a search engine that monitors public opinion and expressed in news and elsewhere online
help brands change advertising campaigns as public perception shifts
Neoteny Labs’ portfolio company with mobile/web advertising for business owners to communicate daily specials, promotions etc.
nearby customers (within 1 mile) of business at <$1 a day
online event mgmt. platform which help organize events and meet using a ‘Business Matching engine’
Helps create online profiles, collect ticket payment and send SMS reminders
currently available on the iPhone and iPod Touch allowing people to organize ‘hangouts’ with friends
has invested in the company
makes and markets competitive multiplayer social
One of the portfolio companies under ‘Neoteny Labs’ fund
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied
• The ‘Media Development Authority of Singapore’ promotion of media industry as a whole and
- Announced in 2010 a commitment to S’pore partner) to up to $5 million each
- Set up of a $6.6M fund to support content projects, 3D infrastructure, production and postproduction facilities and training initiatives Singapore
Malaysia
Thailand
• Created ICONity, the Online Social and Community Content Creation GrantScheme under the Multimedia Super Corridor
- Enhancement and the development of cool applications
- Development of local versions of online social content and communitiesFlickr, Facebook via online user generated content programme
- Reducing demand for foreign content to lower foreign exchange loss and demand for int’l bandwidth
Government support through funds to drive digital content in the coming years
Source: Government documents/websites; Lit search
• Government set aside a fund of $6.6M in 2010base for digital content in the next few years
- The fund is part of its $0.6B budget
• Govt. targets to increase Thailand’s proportion12% to 20% of GDP by 2012 under its
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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
36110601-WEF Southeast Asia_Factpack_vFinalNDL
Media Development Authority of Singapore’ has been continually involved in the promotion of media industry as a whole and funding for digital content specifically
Announced in 2010 a commitment to fund worthy animation projects (projects having a up to $5 million each
to support content projects, 3D infrastructure, production and post-production facilities and training initiatives for 3D film maker in 2008
Online Social and Community Content Creation GrantMultimedia Super Corridor (National ICT initiative), for:
development of cool applications and great services
Development of local versions of online social content and communities like Youtube, Flickr, Facebook via online user generated content programme
demand for foreign content to lower foreign exchange loss and suppress the
Government support through funds to drive digital content in the coming years
$6.6M in 2010, to develop Thailand as a production in the next few years
$0.6B budget allocated to boost the country’s creative industries
Thailand’s proportion of creative economy value from under its ‘Creative Thailand’ policy