Mobile services in East Asia: Why can we take the lead in monetization?

This article comes from bi FDI, a tiger-sniffing compiler: Which of the world's countries has the highest prevalence of smart devices? Tip: First place is not the United States, the leading position is Singapore. Singapore and other countries in East Asia-we have also counted South Korea and Japan-have the world's most adaptable and technologically mobile users. With a total of 185 million mobile users, these countries play an increasingly important role in the changing global mobile market landscape. What trends from the Asia Pacific region will affect the world? What consumer habits in Japanese and Korean markets can inspire new markets in western countries? What are the similarities and differences between these mobile markets? In this report, we focus on key trends and data in these areas and get the following information. • Mobile-side monetization: From a broader perspective, users in East Asian developing markets seem willing to pay for mobile services and content and are willing to trade on devices. This is in contrast to western markets, where many apps and content sites have been slow to make their products successful, and mobile payments and mobile operators are still at an early stage of development. • Mobile Platforms: It is not surprising that the Asia-Pacific region remains the home of Apple users, compared with the rest of the world, and that Apple's iOS product ecosystem is popular among relatively affluent consumers. But there are also indications that Android and web-based applications are developing very well. • Penetration: Singapore, Japan and South Korea are ranked higher on the popularity of advanced technologies, such as the LTE network of 4G, mobile video platform, mobile payment and mobile banking services, etc. We will explore the reasons behind this and what the Western markets can learn from the experience of promoting new technologies in these areas. It is important that, among consumer audiences, there is a knock-on effect (ripple effects) when a certain habit of using mobile devices is high. For example, when consumers buy many products or services on their smartphones, mobile advertisers and extension workers can charge higher fees for their services and products. How to make the same effective closed loop in other mobile markets, the Asia-Pacific region provides us with some reference on this point. The leading monetization of Singapore, Korea and Japan has a strong advantage in the following three markets: Mobile, mobile, and paid app downloads. Here are some relevant statistics: • In terms of the volume of electrical transactions in mobile devices, both Japan and South Korea are trading 17% of their electricity dealers (see chart), the US figure is 11%. • MasterCard (MasterCard) A recent survey shows that the growth of mobile electric operators in these areas is significant. About 4% of online shoppers in South Korea and Singapore have used the phone to complete a deal over the past three months. • Asia Pacific is still the world's most important mobile advertising market. A shift in global viewIt is not surprising that advertising companies usually set up branch offices in Singapore or other regional centres in the shortest possible time. Early last year, sing Tel, a telecoms operator in Asia, bought Amobee, a mobile advertising firm based in California, at a price of $321 million. Of the top 15 countries in the mobile ad single user spending, three countries in the Asia-Pacific region are listed (see chart). • The developed Asia-Pacific mobile market has a strong app economy. Xyologic's data show that apps downloaded more than 250 million in South Korea and Japan in March 2013 alone. More importantly, nearly 20 million of them are paid downloads. In addition, consumers ' fixed purchase of application-paid (In-app purchase) products have become a user culture in the region (see chart below). We expect the Asia-Pacific region to continue to lead the way in the monetization of the mobile end, while other markets are catching up, both in developed and developing regions. Why are mobile monetization in these three countries relatively advanced? Why are the monetization figures in these three countries so impressive? One reason is the popularity of mobile devices, which are closely linked to consumer behavior. But the hardware is not the whole reason, not to say that the rapid development of the market monetization must require the highest end of the mobile phone is very popular. The Japanese market, for example, has a relatively low share of smartphones. This is because many of the functions can be on the Internet, can also be conveniently used as mobile electrical equipment. Around the Japanese market, the function of mobile phones, developed a complete set of mobile and retail ecology. But the other Asian markets we surveyed are at the forefront of the world in the share of tablet devices and smartphones. More than 90% of adults in Singapore have at least one smartphone or tablet device, or both. At the same time, the Asia-Pacific region not only popularized mobile devices, but also successfully created a vibrant mobile consumer economy. This is to be attributed to the efficient and sensible partnership between operators, financial institutions and large retail companies in East Asia, where there is efficient innovation, rapid adaptation to mobile technology, well-designed telecommunications policies and infrastructure. In the Korean market, the partners, operators and public transport systems of hardware manufacturers (including LG and Samsung) collaborate to promote near-field communications technology (Near-field communication), The technology allows handsets with NFC chips to be paid seamlessly at compatible terminals by waving mobile phones. This shows that the Asia-Pacific countries in the mobile sector in the leading position, is expected to drive the next wave of consumer use of the market trend, and become the mobile industry revenue driving force. Look at what kind of mobile ecology they have created? • Mobile Video: In most Asian developed countries, there is a significant number of mobile video consumers, which is already recognized. Google recently made a vote on demand for the marketFunding。 Japan's mobile-exclusive video service, NOTTV, was launched in April 2012, with rapid growth and more recent users than 700,000 (see chart). • Mobile Payment: Mobile payment conditions from MasterCard the report showed that Singapore ranked first among the global mobile payment terms and that many of the necessary infrastructure was in place. Japan and South Korea also ranked in the top 12. Geo-Information Services: The world's first mobile phone equipped with GPS is produced in Japan, the region in the position of information services in the leadership of a reasonable position. Colopula, a Japanese mobile gaming company, encourages players to discover the real world, buy products and services from stores, and even successfully drive the local economy. Singapore is also a global leader in location-based information services. • Mobile dealers: Mobile and mobile advertising has a number of cited cases, is the retailer Tesco in South Korea Seoul subway station propaganda, the event allows mobile users to take photos of products to order orders, and then delivered by courier. The sale of Tesco's household sales rose 130% after the event was launched. What operating platform is popular in East Asia? Thanks to South Koreans ' national loyalty to the Samsung brand, Android has a market share of more than 90% per cent in the Korean market. But in the other three countries the situation is vastly different. Blackbox and Icrossing's data show that Apple's iOS dominates the market in Singapore and Japan. Apple's status is enviable, but the data show that market changes are taking place. Blackbox Research and AIP Corporation's study across the region showed that user preferences were changing, with 35% of respondents saying their next device would be Samsung, 28% Respondents said their next device would be a choice for brands other than Apple and Samsung. Not only that, 83% of respondents said they thought other brands were either catching up or replacing Apple. In the first half of 2012, 73% of adults in the Singapore region had iphones. But by the end of 2012, only 37% of respondents said they would buy another Apple phone. What are some of the mobile trends in the Asian region that will emerge in Western countries? Mobile payment applications have started to pop in the U.S. market, but in Japan this product has been around for more than 10 years. In addition, Japan's rail system of the transit and mobile phone integration time is not short, Japanese railway passengers can enter the Tokyo subway mobile phone to complete the pit stop. The applications of monthly passes, air boarding passes, near-field communications and parking payments will no doubt become more common and common in the U.S. market, but it takes time. Why does it take so long? The problem is not that technology, South Korea and Japan's respective regulatory departments are more consistent, while the United States and EU countries are different, the state, city and private companies have separate responsibilities. Compared with mobile payment, there is anotherAn Asian market trend will spread faster in the United States, where mobile devices are used in business. Consumer use of mobile devices is often constrained by factors that are difficult to control, such as telecommunications regulation, cultural factors and local economic patterns, and so on. But the commercial use of mobile devices is converging on a global scale, and corporate culture can easily penetrate the boundaries of the border, the popularity of smartphones and tablet devices. For mobile devices in the workplace, Singapore is the world's top ranking. • Globally, only more than half of the agencies say their employees use smartphones for basic work. In Singapore, the figure is 84%. • The use of flat-panel equipment is also very high, with 64% of employees in Singapore using flat-panel equipment to handle daily work, with a global average of 33%. • In addition, 68% of Singaporean companies say most employees use flat-panel equipment for "advanced" commercial uses, such as data analysis and customer relationship management. In Singapore, where mobile devices are moving into the business world more quickly, it is likely that companies around the globe will see mobile devices becoming increasingly popular, even for "advanced" uses such as data analysis and customer relationships. Conclusion • The developed mobile market in the Asia-Pacific region is leading the global mobile market in many ways, including the penetration rate of smartphones and tablet devices. So it's easy to see that these markets are also in the front of monetization. • Overall, experience in the Asia-Pacific region suggests that the monetization of mobile terminals depends on the ability to combine mobile devices with everyday life rather than just developing state-of-the-art hardware and software. • Asian consumers prefer to make applications (IN-APP) payments, and mobile practitioners in the US and Europe are wary of asking users to pay for mobile apps and content. • Mobile advertising is booming in the East Asian region. As an important part of the entire mobile market, mobile advertising can be successful if implemented properly.