MOBILE
OPPORTUNITY 2013
Transforming the Mobile Advertising Industry
Deden Mulyana
Indonesia 2013
V.2
Content
Mobile Landscapes | Market Outlook | Business Landscapes | Market
Opportunity | Key of Success | Next Action
Mobile
Landscapes
SEA MOBILE POPULATION
Mobile Users : 180 Mio
ARPU
: USD 4
Smartphone VS Feature : <10%
Mobile Internet Users : 50%
Mobile Users : 7.79 Mio
ARPU
: USD 35.4
Smartphone VS Feature : 73%
Mobile Internet Users : 8.11 Mio
Mobile Users : 17.5 Mio
ARPU
: USD 14.7
Smartphone VS Feature : 27%
Mobile Internet Users : 10 Mio
Mobile Users : 90 Mio
ARPU
: USD 5
Smartphone VS Feature : 20/80
Mobile Internet Users : 20%
Mobile Users : 77 Mio
ARPU
: USD 5
Smartphone VS Feature : N/A
Mobile Internet Users : 1 Mio
Source : Mobile Monday, 2012
SEA MOBILE POPULATION
Mobile Users
ARPU
Smartphone VS Feature
Mobile Internet Users
: 220 Mio
: USD 2.3
: 20%
: 29%
Source : Mobile Monday, 2012
Simultaneous media consumption
45%
People access Internet while watched TV
20%
9%
People access Internet while Listen Radio
People access Internet while Listen Radio and Watched TV
Source : Nielsen, marcom outlook 2012
Source : TNS, Mobile, 2012
And They Are . . .
Spend 76% for Social Networking
Spend USD 2.5 per month for Internet
More than 60% in the age 15-19’s
15-29’s – the greatest intentions to
acquire a smartphone in the next 12
months
40+ year olds the most likely to
currently own a smartphone,
followed by 30-39’s
Source : Nielsen, marcom outlook 2012
MOBILE MARKET
Outlook 2012 - 2013
In 2012, Global mobile advertising spends in
2012 growth to 21,3%
E-marketers.com 2012
With Spends USD 0.30 Bio in
Indonesia
E-marketers.com 2012
And in 2013 predicted to . . .
USD 1.3 Bio
E-marketers.com 2012
MARKET OPPORTUNITY
DEVICE BREAKDOWN 2012
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Nokia
Devices
41
Blackberry Samsung
16.7
9
Nexian
Sonny
Erricsson
Cross
Apple
LG
Motorola
Dopot
HTC
Others
7
7
5
2
2
1
1
1
7.3
Mobile still dominate by featured phone and Nokia is the
leader in Handset market
The Growth of Smartphone Users
in Indonesia
Smartphone Consumption
In The Market
60
56
50
43
40
35
30
30
20
33
25
18
20
14
10
10
0
10
6
2012
2013
2014
IOS
18
25
33
ANDROID
20
35
43
RIM
56
30
10
WINDOWS
6
10
14
Smartphone Migration in Indonesia . . .
2012
2013
Smartphone,
12.7 %
Smartphone,
22%
Featured Phone,
87.3%
Featured Phone,
78%
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
Maximizing
Mobile Opportunity
Business Model
Business Scenario
Mobile Media
Data
• Best list of partner sites, built by
vertical to address agency needs
• Broad Insights – Format, Sites,
Audiences, etc
• Premium placement to premium
Publishers
• Advanced Targeting (1st and 3rd Party
Data)
• Educating the Market
• Advanced Combining the properties
• Report and track everything – Our
System and Yours
• Advanced media optimisations – Auto
and Manual. Standard and Rich.
•Premium and performance and lot of
cost model
•Dynamic creative to drive returns –
Standard and Rich
•Platform for Increasing advertisers
returns and publishers yields.
2012
2013
Next Action
Robust the Opportunity . . .
Broaden your category
2011
Telco’s
Age
Location
Gender
Interest
Handset
OS
ARPU
2012
Telco’s
Age
Location
Gender
Interest
Handset
OS
ARPU
Contents
 News
 Sports
 Technology
 E-Commerce
 Entertainment
2013+
Telco’s
GSM
CDMA
Contents
 News
 Sports
 Technology
 E-Commerce
 Entertainment
Mobile Applications
Thank You
Contact:
Deden Mulyana
Deden.Mulyana@gmail.com
+62 858 9090 5899