myanmar digital content (focus on mobile vas) overview 2014

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FOCUS on MOBILE VAS

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Digital content (focus on mobile VAS) market in Myanmar 2014. Information about operators, customer, mobile handset, services, content, Internet,... forecast based on survey and reality revenue. Please kindly contact email: [email protected] if you want to invest, open new digital content / mobile vas business in Myanmar

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Page 1: Myanmar Digital Content (focus on mobile VAS) overview  2014

FOCUS on MOBILE VAS

Page 2: Myanmar Digital Content (focus on mobile VAS) overview  2014

ABOUT ME

Previous company: VNPT Global (member of Mobifone Vietnam), NaiScorp (search engine Socbay.com), Tinh Van Group (search engine Xalo.vn), Viettel

Mr. Dao Minh Anh General Manager Blue Ocean Operating Management http://blueoceanmgt.com 100% Myanmar owned company Employees: 450 (June 2014) Business line: call center, mVAS, Sim cards & Handset rental biz, Tourist

http://vn.linkedin.com/in/[email protected]

Page 3: Myanmar Digital Content (focus on mobile VAS) overview  2014

CONTENTS

MYANMAR OVERVIEW

MOBILE MARKET

INTERNET MARKET

CONCLUSION

Page 4: Myanmar Digital Content (focus on mobile VAS) overview  2014

MYANMAR OVERVIEW

Capital: Naypyidaw

Largest city: Yangon

Language: Burmese

Currency: Kyat (MMK)

Population estimate: 61.1 mil (2012)

GDP per capita: USD 915

Religion: 80% Buddhist

New year holiday: April

Mobile density : 5% population

Operators: MPT, Ooredoo, Telenor, MECtel

Page 5: Myanmar Digital Content (focus on mobile VAS) overview  2014

MOBILE MARKET OVERVIEW

“The last Gold mine of

World’s Mobile Market”

HOT growth from 2014.

Myanmar people love mobile VAS (surveyed)

Page 6: Myanmar Digital Content (focus on mobile VAS) overview  2014

OPERATORS

• Military telecom • 2014: 300 – 500 BTS • only CDMA

Ooredoo

• Qatar telecom • 2014: 500 – 1,000 BTS • GSM 3G, 4G

Telenor

MPT • Myanmar Post and Telecommunication • 2014: 1,500 – 2,000 BTS • CDMA, GSM 2.5G, 3G

MECtel

• Norway Telecom • 2014: 500 – 1,000 BTS • GSM 2.5G, 3G

Before 2014: 90% market belong to MPT

Ooredoo & Telenor get mobile license from Feb 2014, estimate launching after 06 month

YTP on the way to get license from March 2014

Almost biggest tender in the world appeared in Myanmar

Page 7: Myanmar Digital Content (focus on mobile VAS) overview  2014

SIM CARD

500

300

150 120

3 2

22 22

320

170 150

3 2 0

100

200

300

400

500

600

Before2012

Jun-13 Dec-13 Jun-14 Dec-14 From2015

For local

1 time (for foreigner)

Market (for foreigner)

USD

2013, 2014: - 50 kyats / 01 min call - 25 kyats / 01 sms

Page 8: Myanmar Digital Content (focus on mobile VAS) overview  2014

MOBILE SUBSCRIBER

-

10

20

30

40

50

20122013

20142015

20162017

0.08 0.28 0.7 3.6 6.75 12.15

2.5 4.0 10

18 27.0

40.5

Using VAS Subscriber

Unit: Millions

Dec 2013: MPT have 280,000 VAS users June 2014: MPT have 6 mil subcribers Current VAS ARPU: 1.8 – 2 USD

Page 9: Myanmar Digital Content (focus on mobile VAS) overview  2014

CONSUMER

Female growth

trend slowly

90% current market share in big city

majority Male over

24 years old

Over 40% current consumer market share of middle class income and above. The rest of consumer will strong growth from 2015, after Telenor & Ooredoo launching

Consumer market share (2013 survey)

Page 10: Myanmar Digital Content (focus on mobile VAS) overview  2014

MOBILE HANDSET

Nokia 25%

Samsung 15%

Sony E. 7%

ZTE 10%

Huawei 19%

Others 24%

Handset brand survey 2013

Mobile Device: 60% smart-phone 30% features phone 10% low-end

Smart-phone: over 85% Android OS

Page 11: Myanmar Digital Content (focus on mobile VAS) overview  2014

CURRENT VAS SERVICES

MCA

IVR Service

SMS Service

CRBT Service

Miss Call Alert, provide

by MPT, MECtel

Providers: Blue Ocean

Voice Blast

Call center

VAS subscriber market share chart, June 2014

Providers: Blue Ocean, eTrade,

MTS

SMS content

SMS marketing

SMS charging for lease

Page 12: Myanmar Digital Content (focus on mobile VAS) overview  2014

CURRENT CONTENT

Text-based

Music & Clip

Apps GAME

• Biggest provider is Blue Ocean • Popular content: news, horoscope,..

• Already have some local small mobile game studio, almost is FREE

• Currently download ringtone, clip are not popular because data speed is low

• Almost mobile application only avaiable with Android OS

100% SMS content is text-based

Page 13: Myanmar Digital Content (focus on mobile VAS) overview  2014

CURRENT ADVERTISING TYPE

• already run some VAS testing campaign

• Facebook is very popular • only SMS blast (no

SMS brandname)

Social network website

TV & Radio

2014 is the right time for test VAS advertising channel. Traditional advertising channel (TV, Radio, …) domination. Consumers are quite trust about advertising.

Page 14: Myanmar Digital Content (focus on mobile VAS) overview  2014

CURRENT VAS COMPANY

Call center, customer care:

Blue Ocean (450 seats, expanding)

MTS (100 - 150 seats)

SMS provider: Blue Ocean, eTrade, MTS

IVR provider: Blue Ocean

CRBT platfrom: Huawei, ZTE

MCA: Huawei, TMHC

Content Provider for VAS: Myanmar song license: Music Legacy

News: BBC, mizzima, eleven,..

Currently, under 10 VAS company in Myanmar

Page 15: Myanmar Digital Content (focus on mobile VAS) overview  2014

HOT SERVICES 2014 - 2016

1

2

3

4

E-Com

APPs

CRBT

Content

e-commerce model began to appear from 2014, most of them target on mobile

Localized mobile application content is an inevitable trend

CRBT will continous keep position of Top VAS service high revenue for the early of market

Content for VAS is still limited resources in Myanmar. Expanding for music, clip, game

All VAS services are very potential in this time, but most of them must be influence by Telecom infrastructure

Page 16: Myanmar Digital Content (focus on mobile VAS) overview  2014

HOT CONTENT 2014 - 2016

Myanmar people

especially love music

Entertaiment news, Horoscope; Tarot

Tips: football betting tips, love tips,..

Music: CRBT, ringtone

Online Game localize

Entertaiment Portal (apps/wap version)

Forecast based on digital content survey 2013 and reality revenue

Page 17: Myanmar Digital Content (focus on mobile VAS) overview  2014

CONTENTS

MYANMAR OVERVIEW

MOBILE MARKET

INTERNET MARKET

CONCLUSION

Page 18: Myanmar Digital Content (focus on mobile VAS) overview  2014

OVERVIEW

Internet is still limited resources in Myanmar. Internet density: 1.63 % population

Burmese language content on Internet is limited. But Facebook is popular

Popular place can access Internet in Myanmar

Internet shop Home

Mobile Big hotel

Appropriate time to dominate the market

Page 19: Myanmar Digital Content (focus on mobile VAS) overview  2014

INFRASTRUCTURE Myanmar International cable backbone

ISP:

MPT, MECtel

RED LINK (Redlink Communications)

YTP (Yantanarpon Teleport)

Bandwidth

Domestic: 20 Gbps

International gateway: 4 Gbps

Total Internet user: around 01 mil

Type of Internet connection:

Line: charge fee by data package

Wireless / Wiremax: charge fee by data package

Mobile data: charge fee by duration (block 04 kyats / 01 min)

Reality Internet speed: 80 – 150 KBs with good connection

Page 20: Myanmar Digital Content (focus on mobile VAS) overview  2014

ISP MARKET SHARE 2014-2016

10% 20%

45% 25%

Operators 1

YTP 3

RED LINK 2

Others 4

This period is the construction phase of the ISP infrastructure. user charges start fall from the last of 2014

Ooredoo & Telenor

domination

Page 21: Myanmar Digital Content (focus on mobile VAS) overview  2014

WEBSITE IN MYANMAR

Popular websites are e-news

Almost of them have both English & Burmese version

Update new content slowly

Popular music, video clip sharing: Youtube (no local website)

Social network popular: Facebook

Popular search engine: Google.com.mm

Quality to search is not really good, because differences of Burmese language

No local search engine

Type of websites potential:

E-commercial

Entertaiment portal

Music / Clip portal

Search engine

Page 22: Myanmar Digital Content (focus on mobile VAS) overview  2014

CONTENTS

MYANMAR OVERVIEW

MOBILE MARKET

INTERNET MARKET

CONCLUSION

Page 23: Myanmar Digital Content (focus on mobile VAS) overview  2014

CONCLUSION

Myanmar is potential digital content market

Booming time comming soon ( 2015 )

This is the right time for dominate market

Which the effective VAS services/advertising in Myanmar ?

Communicate now for open new chances

[email protected]

[email protected]