mobile malaysia - ahead of the south-east asia pack
TRANSCRIPT
MOBILE MALAYSIAAHEAD OF THE PACK
Photo: Fayez
Malaysians are internet-savvy, well-educated and fashionable consumers…
…with broadband, smartphones and disposable income.
population
65.8% internet
penetration
!Source: Euromonitor (2013)
POPULATION
3G SUBSCRIPTIONMOBILE PHONE PENETRATION
% POP. AGE 15 – 34 YEARS
29 Million
140%
34%
66%
INTERNET USERS*, % POPULATION
Source: The World Bank (2012), Euromonitor (2013), Household Size Economies: EAP (2011), Wikipedia (2014), Ministry of Communication (2011)
INTERNET USER GROWTH (2009-‐12)
18%
10 Million
Key internet & mobile statistics
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Malaysia is extremely mobile friendly, with mobile penetration rates higher than its famous neighbour, Indonesia, and the US.
Beating Indonesia & USA
!Source: The World Bank (2012)
Mobile phones are primary devices at home that connect to the internet
Which of these items does your household currently own?
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012
Mobile phone
A computer
!Source: Euromonitor (2013)
13 million mobile internet users thanks to affordable data plans and free wifi
96%use their phone at home 72%
use their phone on the go
83%use their phone at work
Where do you tend to use your smartphone?
Source: Google (2013), BuzzCity (2014)
Feature phone 65%
Smartphone 35%
Feature phones still rule, not for long
!Source: Google (2013), McCan (2012), Euromonitor (2013)
47% own multiple phones
53% own just one phoneOf all mobile phone owners:
McCann prediction: “Smartphones will rise to 60% by 2015”
Malaysians replace their mobiles every 21 months, more often than other devices
How often do you replace these devices?
Mobile Phones
Tablets
Cameras
In-car navigation
Video players
Laptops
Televisions
Camcorders
Months
0 10 20 30 40 50
21Mobile phones
!Source: Phone arena (2011), Euromonitor (2013)
US
UK
KR
ZA
JP
DE
BR
IN 94
81
46
46
38
27
22
22
They spend more to upgrade their feature phones toa smartphone
As a result unit price is higher, but mobiles phones are becoming CHEAPER as competition grows and new models are released.
!Source: Euromonitor (2013)
Good time for consumers - three competing mobile operators drive down prices
Smartphone OS
Handset carrier
Smartphone OS only Source: Euromonitor (2014)
Celcom 37.8%
Maxis 33.3%
Digi 28.9%
Android 65%
iOS 13%
Windows 13%
Blackberry 9%
Malaysia has relatively high levels of 4G coverage, far above other developing Asian countries!
Network with cheapest package
Fastest network with LTEMaxis (75Mbps)
DiGi (from $4.50/month)
Most reliable 4G coverageCelcom (96.07%)
Source: Leaping Post (2013), OpenSignal (2014)
Other countries with good 4G coverage: Japan, South Korea, Hong Kong
Malaysian 4G networks
+325% Better than the average US city
+506% Better than the
worldwide average
Plus… Last year, DiGi further improved its 3G networks to be able to reach 95% of Malaysians, as well as becoming LTE technology ready!
Source: Euromonitor (2014), OpenSignal (2014)
4G LTE is limited to the major cities…for now!
Existing 4G networks in Malaysia are:
Average number of hours per day spent by internet users on the internet
Malaysia Indonesia Hong Kong World Average Singapore China Vietnam Japan
1
1.71.922.12.1
2.5
3.1
Malaysia ranks highest for daily internet usage in South-East Asia
Source: We are Social (2014)
Malaysia
for social networking
of smartphone owners use their phone
79%
Source: PwC (2013)
Any social network
Google+
Linkedin 9%
16%
23%
32%
59%
72%
32%
40%
57%
77%
95%
98%
Own an account Used in the past month
Source: We are Social (2014)
98% of internet users are on social media
18 million Malaysians
70% of Malaysians refer to brand’s social media presence before making a purchase decision
“Malaysian netizens view social network sites 14 billion times every month”
That’s 731 times per person
Source: We are Social (2014)
Malaysians have the highest average number of friends on
social networks in the world.
233 friends on Facebook which is nearly 80% higher
than the global average.
Source: we are social (2011)
G
9 out of 10 use their phone for video, music, games
!Source: Google (2013), photo: John Ragai
HUNGER FOR ENTERTAINMENT!
”80% of internet users in Malaysia stream online video content each month, and 51% have an active YouTube profile.”
Source: we are social (2012)
Simon Kemp, we are social
74% play games on their phone
Source: Euromonitor (2013), *AppAnnie (25.02.2014)
Social platform like Facebook and Line messenger have helped boost the popularity of casual games. !Role playing games have a very strong presence in the highest grossing games both on iOS and Android. !On iOS the first non-game in the highest grossing category is Skype only at #77!*
J”Malaysians are used to making payment online in recent years thanks to the AirAsia wave since 2001 and daily deal sites invasion since 2011.”
Source: we are social (2012)
CK Wong, ecommerce.milo @ckaywong
91% of connected Malaysians shop online
Source: Euromonitor (2013), we are social (2012)
.$380 mil $2,000
ecommerce turnover in 2013
average yearly spend on online purchases
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Buyer’s remorse
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71% of Malaysian shoppers regret their online purchase because products looked different than advertised or were of poor quality.
Source: Rakuten (2013)
Why hasn’t m-payments taken off?
Source: Ecommercemilo (2013), World Pay (2013)
• Existing popular methods • Lack of infrastructure • Low awareness
Bank transfersCredit cardsOther PayPal, cash on delivery, Celcom AirCash etc
13%
38%50%
Only 0.3% of transactions are m-payments…
Mobile Money
Source: Ernest & Young (2013), WorldPay (2013), comScore (2009)
M-Money on a mission to change that - offers both the convenience and infrastructure Malaysia needs to speed up the adoption of mobile payments. !Teaming up with Western Union, Malaysians can pay into their M-Money accounts using their phone, online or through “cash-in” channels. They can then top-up their airtime, pay their bills, and purchase items such as cinema tickets. !
>1000 retailers
M Money cash-in channels
Bank Islam CIMB
Public Bank Hong Leong
RHB
Mobile Money Transfer Service
Mobile Malaysia !• Very well connected - 66%
population online • Shopaholics - majority have
bought things online • Ahead of neighbours - higher
average income, 4G coverage, ecommerce penetration !!Malaysia is ahead of Indonesia, Thailand, Vietnam and other south-east Asian up and comers.
On Device Research uses the mobile internet to gain access to consumer opinion any time or location. !
Our reach in Malaysia:
• 1000 unique respondents a day
• Smartphones and feature phones (35% vs 65%)
• From $3.50 per interview
ondeviceresearch.com Request a quote!
Reach consumers in Malaysia
Contact Siim Teller [email protected] +44 207 278 2267 !!!Follow us:
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