Published on February 24, 2014
Subject Year : Mobile Users In Indonesia : 2013
Overview With number of population to 240 Million with 220 Mio Mobile Users Indonesia is Potential market for mobile manufactures to win the mobile niche in Indonesia Source Mobile Monday 2012
Overview Nielsen survey Smartphone users in Indonesia Growth Potentially in 2012 and predicted will growing to 50% Mobile Consumers Market 91% Own 9% Mobile Phone 78% Capable 13% 38% Internet Smartphone Internet Capable Mobile But Not Smartphone Non Internet Capable Mobile No Mobile Phone 40% Base: Digital Consumer Report 2011, Online Indonesian 15+ (n= 2,062)
Overview Mobile Ownership Trends, by Urbanicity Urban 64% 67% 51% Rural 71% 55% 45% 2010 2011 2012 N=3000 N=3000 N=3000
Matrix Consumers Chose Mobile Handset Low End VS Premium Price Design Capability Feature Content Applicatio n Graphic Connectiv ity Product Variety Games Processin g Brands Value LOW PRICE PREMIUM PRICE In the low market Class, Consumers chose smartphone because the price is cheaper but rich content, even Only Shortcut icon).
ACROSS THE MOBILE MARKET
Level of Mobile Manufactures Awareness Tier 2 Tier 1 Samsung Apple Blackberry HTC Mature Nokia HTC LG Nexian Young Tier 3 Mito Cross Beginner This Positioning is also supported by Focus in Youth Area, even LG also put their products in Various Market. * Dony Munaf, Head of Marketing Communication, LG Mobile Communiations Indonesia (Detik.com)
Mobile Share Mobile Manufacturer Share in Indonesia 2012 2% 1% 1% 1% 7% Manufactures Share in 2012 2% Nokia Blackberry 5% Samsung 41% Nexian Sonny Erricsson 7% Cross Apple LG Motorola 7% Dopot HTC Others* 9% 17% Source Nielsen 2012 (http://megapasar.com/2012/04/12/lg-akui-tidak-siap-garap-pasar-ponsel-di-indonesia/)
Winning the Mobile Consumers Heart
This Improvement also contributed by . . . Mobile Handset Migration Hi Feature Phone Rich Features Smartphone Feature Phone Feature Smartphone Feature Smartphone Feature Smartphone Rich Features Smartphone Feature Phone 2012 Low 2015 * Dony Munaf, Head of Marketing Communication, LG Mobile Communiations Indonesia (Detik.com) Rich Smartphone
Handset Traffic Forecast Based on Operating System
Who Are They ?
Personal Mobile Phone Access Most Prevalent Among Young And Most Educated Percentage who report having a personal mobile phone 99% 89% 63% 72% 71% 55% 87% 78% 55% 41% 25%
Reported Smartphone Ownership, by Age 26% 16% 13% 7% 2% 15-24 25-34 35-54 N=468 N=738 N=1285 55+ N=509 All ages 15+ N=3000
SMS and Text Messaging Most Common Use of Mobile Watched live television 5% Rcvd. news reports by SMS from other news organizations 7% Sent or received an email 8% Downloaded or used a mobile app Downloaded and viewed a video clip Rcvd. Info. by SMS from mobile operator Listened to radio Sent a photo Accessed the internet Social networking site SMS/Text messages 10% 14% 20% 22% 24% 27% 30% 97% Base: Those who have a personal mobile phone N=2,083
Past Week Mobile Activities, by Age 30+ (N=2203) Watched live TV Received SMS news… Sent/received email 3% 7% 7% 8% 4% Downloaded mobile app Viewed video clip 12% 5% 5% 17% 24% 20% 21% SMS info from mobile operator Listened to radio Sent photo 15% 12% Access Internet 11% Social networking 12% SMS/Text Under 30 (N=797) 31% 38% 46% 50% 95% 100% Source : Gallup
Information Would Like to Receive Through SMS Without Any Cost To Individuals 77% 77% 53% News headlines about events in the country Health Advice 52% Information on Crop or News headlines about food prices world events 51% Weather reports 48% Sports Scores Base: Those who have a personal mobile phone N=2,083 Source : Gallup
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