Consumers are buying time

If there is one thing that the world is trending towards to these days, it would be this - "Consumers are buying time."

Do you get it?  Or perhaps, do the following ring a bell?


1. You have to get that gift for your special someone. But no, your office emails are piling up, the deadlines are looming, and you are totally fazed with the information overload.  You dig deep to manage the pressure (and there are ways to focus and get things done). You reach down to your nearest trusted deals app to grab an attractive offer.

2. You work your butt out more than 10, 11, 12 hours a day at the office.  Time flies by.  You look at your watch and feel you need to pack up to catch a warm dinner at home and catch some time with your kid before bed-time.  The dreaded Electronic Road Pricing system (the automated toll booth in Singapore) is still operational until 8pm every working weekday. But you decide to go home earlier, pay the toll because it's worth it.

3. You brave daily the crowded public transport (buses, trains), struggling to read the news on a daily from your smartphone, tablet (you missed getting hold of your newspapers from home or perhaps you have stopped subscription for the paper newspaper).  You had decided a while back to pay for your digital paper, your favourite eMagazine or even that odd eBook you had decided to pick up to make the most of your downtime waiting for your ride to the office or back home.






Are you able to associate to the above 3 scenarios?  While pretty local to Singaporeans, I dare say that these could be well linked to the lives of many urbanites all over the world.

With the sweeping wave of online and mobility trends all over the world and into Southeast Asia, ancillary revenue opportunities will open to different markets, abound via a mix of traditional and ancillary channels.  What are your observations? Are you riding the wave today?  I look forward to listen to your thoughts.

More discussions around the above topics in my later posts.

See you soon~
Nelson Wee
@nelsonwee

Doorway to the Mobile Internet opens in Southeast Asia, a high growth market in the making

I was writing in my previous post about the "5 Key App Insights from AppsXchange Asia 2010 Event in Singapore" where I was highlighting the evolution of the Asia mobile apps ecosystem.  As I look back over the 10 years, I can't help but feeling amazed on the changes in the consumption habits of the Southeast Asia (SEA - comprise markets like Indonesia, Vietnam, Cambodia, Laos, Thailand, Philippines, Malaysia, Singapore etc) consumers for the Internet, for apps and contents, for checking out and into nearby events - all these, happening on their mobile handsets.  With market competitive dynamics at play, consumers here are increasingly able to get hold of mobile handsets with mobile internet access with supporting data plans.  QWERTY (full keyboard) mobile handsets incidentally are hot not only with working professionals but also with the youths, and these are getting lower in price in the markets here.

Profile the SEA's consumers being largely prepaid customers without data plans, cost-conscious and using their mobile handsets to make a call or sms and you would be very surprised to learn (source, dated 30-OCT-2010: http://www.checkfacebook.com/) that Indonesia with 29.8M Facebook users is the #2 largest Facebook community globally, with the Philippines with 17.9M Facebook users, also in the top 10 at #6! 

Consumers in SEA today are getting on their mobile handsets:
1. Faster Mobile Internet speeds to browse the Internet with the deployment of 3G
The sprouting of more and more Internet Cafes and WiFi hotspots, particularly in the tier 1 cities, are catering to the voracious Internet access to the youths, is also a key enabler to mobile internet access and content downloads.

2. Transitioning from sms, to email and social networking interactions
Whilst sms will not yet go away in the forseeable future, mobile email has grown increasingly popular as PC penetration is low in the developing markets.  SEA consumers are also using the mobile internet to reach out in social networks - Facebook, Yahoo and Twitter (btw, Indonesia is in the top 10 of Twitter users globally too!) are the 3 most popular social networks in SEA (source: http://www.alexa.com/).

3. Colorful and interactive apps and contents
From the days of yore when black and white tones, graphics and games were the in-thing, these days we see that downloads of customization contents like themes, wallpapers, ring tones (also subscribing to ring-back tones) and games are the drawing power for digital content, app stores in SEA.

There are undoubtedly challenges to account for, such as a number of SEA's dominant markets, e.g. Indonesia, Indochina, Thailand, Philippines, are dominated by prepaid customers who shop around for bargains.  However, if you like me, are reading "The Developing World" by Fredrik Haren, you will discover that consumers from developing markets, like in SEA countries, engage more with the Internet and hence social networks, leveraging this global platform to the fullest, voicing their views in blog posts, personal updates, doing research and checking in on the latest events in-country and globally.

Watch out for the rising wave of the Mobile Internet sweeping through Southeast Asia.  What have your Internet experiences been in the Southeast Asia markets?  I will be writing more posts in the future regarding related topics for the SEA countries.

Later,
Nelson Wee
connect with me in Twitter @NelsonWee

More Related Reading References:
1. ANALYSIS - Southeast Asia telcos shine, tap mobile data for growth
2. Mobile Phones in South-East Asia - Talk is Cheap
3. Data Services to Drive Growth As Southeast Asia's Mobile Market Nears Saturation
4. Twitter Facts and Figures, 13 MAY 2010
5. Indonesia is The top Twitter users penetration in the world
6. [Updated 19-OCT] Facebook releases Messenger for BlackBerry

5 Key App Insights from AppsXchange Asia 2010 Event in Singapore

The recent AppsXchange Asia event in Singapore on 16-17 June 2010 brought together the entire Apps Eco-system in Asia together -mobile phone manufacturers (Nokia, Samsung), operators (Telenor Group, Digi, Maxis, Singtel, AIS), content developers (mbounce, Zing Mobile, Touch Dimensions etc), mobile ads providers (Buzzcity, Mobile Spinach), platform solutions and payment providers (Oracle, Volantis, Globys, PayPal).

Here are the 5 key app insights gleaned from this 2-day discussion and networking forum around the Go-To-Market programs for Apps and the roles Operators and players could play in.

(1) With APPolution, Application Discovery is a Key Concern

• In an earlier post "3 social News Apps for a Nokia Phone", I wrote referred to the increasing number of apps offered by media publishers in the many apps stores available today.
• Arnie Chaudhari, Vice President, Sales and Business Development, mBounce, highlighted that with APPolution (i.e. app evolution), the applications marketplace is becoming increasingly crowded.
• Praveen Rajan, Head of Mobile Internet, Digi, talked about working with partners from other apps stores to push recommendations of apps via various operator online, mobile and offline channels. One case study he shared was around promoting daily content discovery through SMS subscriptions to Youtube alerts

(2) Traffic and Downloads are going off-deck

• Simon Wong, Sales Consulting Director, Oracle, highlighted that 50% to 80% of apps are now downloaded off-deck (note: Juniper Research)
• Praveen Rajan from Digi also advised that from experience, that operators need to rethink the Operator WAP Portal.  He suggested simplifying the operator wap portal with key promotional messages like attractive data plans, value-added service packages, or contests involving apps.

(3) Operators are trusted brands and offer value in platform enablers and to partner

• In his address on "Developing converged apps for TV, mobile and online", Naveen Wathan, Head of Product Innovations, Product Development and Infotainment, Maxis, saud that the role of the of the network operator is to enable applications across different user interfaces (TV, Mobile, Online) - use the Cloud, develop easy to use APIs for developers & co-market.
• Tanis Kuneepong, Partner VAS Marketing Manager, AIS (Thailand's largest operator) ahso shared about SingTel's regional apps store program, which is scaling up through shared apps sourcing, shared in -apps ads inventory, shared VAS offers across the Singtel group.
• Dr. Calicrates Policroniades, Senior Researcher/Business Developer in Content and Applications, Telenor Group Corporate Development, highlighted that the Telenor group's strategy is to focus on providing platform enablers to apps developers, rather than building their own apps stores.

(4) Operators offer value in consumer insights and marketing

• Praveen, Digi had started the event saying that "Everyone has favourites" (apps for that matter) and there are many opportunities for operators to promote apps, value-added services (VAS) and data plans to their consumers. Think about how to sell VAS the Apps Store way.
• Duanne Edwards, co-founder and Senior Vice President of Product Development, Globys, stated that operators can win the apps race by enabling discovery, profiling their consumers and understanding occasions - i.e. segment apps by occasions of usage, thereby driving downloads for developers through marketing contextually relevant apps to consumers.
• Urvashi Sahay, Director, Mobile Services and Integration, Singtel, reiterated support in providing more transparency to developers from Operators. Singtel for example is committed to sharing consumer insights to developers - what are the opportunities and in which verticals should developers be work on.

(5) Think about Feature Phones - they need some loving too

• Tanis Kuneepong, AIS, shared that out that 7 of the top 20 top performing phones for their AIS Apps Store (launched 8-FEB 2010) were Nokia feature phones.
• Arnie Chaudhuri from mBounce, Urvashi Sahay from Singtel, Dr. Lai Kok Fung from Buzzcity reminded the forum to think about the needs of the emerging markets which were largely proliferated with feature phones rather than smartphones. These consumers are looking for mobile ads with value, apps with sms-based content, utility apps for their feature phones.
• 2 examples of apps stores supporting feature phones are GetJar and the Nokia Ovi Store (which support more than 100 models of feature phones and smartphones today).

As seen by the 5 apps insights from the AppsXchange Asia event,

• In Asia, where there are both developed and emerging markets,
• where there are both smartphones and feature phones co-existing,
• there are different needs of consumers which could be catered to by the apps eco-system players - operators, content developers, mobile phone manufacturers, solution providers etc. 

I am very excited to be part of this dynamic and exhilarating apps growth market here in Asia.  How are your experiences in the apps market space?  Any best practices, case studies or key issues to share?  I look forward to hearing from you.




best regards,
Nelson Wee
or tweet me at @nelsonwee