Baseline Assessment on Malaysia Mobile App Economy Presented by Ms. Ng Wan Peng
Mobile Apps Ecosystem in Malaysia
Mobile Apps Ecosystem in Malaysia Funding & Support Government 2 3 Developer Enterprise 4 Channel Local Dev Develop enterprise apps (B2B) Fund Policy Channel Training Public Official Store 5 User Enterprise 1 FSI Venture Capital Fund Telco Idea Challenge Community Tools Channel Idea Challenge Community Tools Channel Provide consumer Apps (B2B2C) Services Individual Private (Int.) Retail Consumer Private (Local) Develop consumer apps (B2B2C) developers Comms & Media 3rd Party Store (Android & Windows) Int. Dev Develop consumer apps (B2C)
Malaysia Apps Download Key Findings (Enterprise & Consumer)
Malaysia: Free App Downloads Mobile Apps Respondents Type of FREE Apps Downloaded Games Social Music & Audio Communication Entertainment Media & Video Photography News & Magazines Travel & Local Widgets Tools Weather Shopping Education Live Wallpaper Finance Health & Fitness Books & Reference Personalization Lifestyle 0 0.2 0.4 44.1% 40.8% 37.1% 30.8% 27.4% 26.1% 25.4% 25.1% 23.4% 21.7% 19.1% 19.1% 18.4% 18.4% 16.7% 16.4% 14.7% 13.4% N = 300 0.6 60.5% 0.8 78.9% Downloads estimated to reach 115 million in 2014 (approx 0.1% of 120 billion globally) 93% are freemium apps 32% locally developed, 68% international apps Lifestyle apps dominate: Games, Social, Music & Audio, Communication & Entertainment
Malaysia: Paid App Downloads Mobile Apps Respondents Type of PAID Apps Dloaded Games Books & Reference Business Shopping Social Communication Music & Audio Tools Education Widgets Productivity Sports Travel & Local Entertainment Media & Video Lifestyle Medical News & Magazines Finance Health & Fitness 0.00 17.3% 17.3% 14.4% 14.4% 13.5% 12.5% 12.5% 11.5% 9.6% 8.7% 8.7% 8.7% 8.7% 7.7% 6.7% 6.7% 6.7% 6.7% 6.7% 0.20 0.40 51.9% 0.60 0.80 7% of users downloaded paid apps in the past 3 months generating approx US$8 million in 2014 (US $14.9 billion globally) Almost 30% opt for in-app purchase Games, Books, Business, Shopping and Social top the paid apps downloads By itself End-user downloads & purchases are not big enough to drive revenue growth in the mobile apps developer community N = 104
Malaysia Mobile App Consumers
Value Chain Malaysia Mobile App Consumers Smartphone Adoption Source info of apps Total Downloads Free/Paid/In-apps Genre of apps Issues during / after installing Removal of apps End to end Mobile Apps Experience OS Preference Selection factors Source of dloads Frequency of download Total Investment / Willingness to pay Target - Design Market Engage - Loyalty
Malaysia Mobile App Consumers Demographics By Gender, Ethnicity, Area Mobile Apps Respondents by Gender 171 Mobile Apps Respondents by Area 129 Male Female Urban, 50% Gender Mobile Apps Respondents by Ethnic Rural, 50% N = 300 179 71 42 8 Malay Chinese Indian Others Ethnic
Malaysia Mobile App Consumers Demographics By Age Group Age under 35 Mobile Apps Respondents by Age Group 18 to 24 years 25 to 29 years 30.0% 29.7% N = 300 30 to 34 years 22.7% 35 to 39 years 15.0% 0.0% 17.3% 11.3% 8.7% 3.7% 2.7% 0.3% 2.0% 1.7% 40 to 44 years 45 to 49 years 50 to 54 years 55 to 54 years 55 to 59 years 60 years and above Age Group
Malaysia Mobile App Consumers Demographics By State Mobile Apps Respondents by State Selangor 22.0% WP Kedah Perak Penang Johor Sarawak Negeri Sembilan 12.0% 10.0% 9.0% 8.7% 7.3% 7.3% 7.0% Urban Area Malacca Terengganu Pahang Kelantan Sabah Perlis 4.0% 3.3% 3.3% 2.7% 2.0% 1.3% 0.00 0.10 0.20 0.30 N = 300
Malaysia Mobile App Consumers Higher % of holding more than 1 device in urban community, age 30-39. 14% of the older age group carries 3 or more mobile devices. No. Of Smart Devices Ownership Mobile Apps Consumer Share by OS 40.0% 47.7% 40.0% 1 unit Windows Phone 5% Blackberry 3% Symbian 2% ios 15% 2 units 20.0% 3 units > 3 units 7.3% 5.0% Android 76%.0% N = 300
Malaysia Mobile App Consumers Google Play Store main source for search and downloads. Functions & UI remain the strongest criteria together with price for apps selection Source of Information & Downloads Apps Selection Criteria Google Play Store 79.0% 83.3% Functions 67.3% Google Search 31.7% Price 52.7% UI 52.0% ios App Store 23.0% 23.0% Public Review 49.3% Windows Phone Store 6.7% 7.7% Source of Information File Size 44.0% BlackBerry World 4.7% 4.0% Source of Downloads Curiosity Social Features 33.0% 31.7% Amazon Appstore 4.3% 1.7% International vs. Local 14.7% N = 300 (multiple responses)
Malaysia Mobile App Consumers Free Apps dominated the market Mobile Apps Respondents No. Of Apps Downloaded Mobile Apps Downloads, FREE vs. PAID Apps Less than 10 59.3% PAID, 7.0% 11 to 20 26.3% 21 to 30 7.3% 31 to 40 2.3% 41 to 50 51 to 100 2.0% 1.3% FREE, 93.0% > 100 1.3% N = 300 0.00 0.20 0.40 0.60 Q: How many mobile apps have you downloaded on your most often used smart/tablet devices in the past 3 months? Q: Referring to the apps that you have downloaded in the past 3 months, how many % of it is Free vs. Paid Apps?
Malaysia Mobile App Consumers In-App Purchase Incidence Mobile Apps Respondents In-app Purchases 80.0% 75.3% Yes, 26% 60.0% 40.0% Less than 10 11 to 20 21 to 30 20.0% 16.9% No, 74%.0% Number of in-app purchases 6.5% N = 300 N = 77 26% of the respondents bought an in-apps purchase before. Predominantly less than 10 downloads
Malaysia Mobile App Consumers Insights & Summary 40.0% 76.0% 59.3% Own 2 smart device 15.0% Downloaded less than 10 apps 34.7% Have committed to paid apps 25.7% Have committed to in-app purchases 75.3% Less than 10 in-app purchases US$3.99 53.7% 49.0% US$0.99 US$2.99 US$1.99 Clicked on in-app ad 51.0% Took further engagement
Malaysia Mobile App Consumers Insights & Summary Overall, the mobile apps adoption rate is relatively low amongst the consumers. Despite 40% indicating they have 2 smartphones, an astonishing 59.3% notified they have downloaded less than 10 mobile apps In terms of purchasing mobile apps or in-apps; the numbers are still considered low but n contrast, the click rate of in-app advertisement is encouraging respondents highlighted they are attracted by the Free. Further to this, 51% that have clicked on these inapp advertisements mentioned they interacted and took further engagements beyond Trends in Malaysia shows apps that provide relevant and real-time data as well as embed elements of social networking offer a more intuitive experience as well as critical for real-time decision making.
Malaysia Mobile Apps Downloads Free Apps driving growth of the industry Malaysia Mobile Application Downloads (Million) Free Applications Paid Applications Total CAGR 66.9% 289 9 342 10 CAGR 2012 2017: 68.3% CAGR 2012 2017: 40.9% 183 5 332 114 280 8 63 178 4 26 106 1 4 11 2 59 0 4 10 25 0 1 1 2009 2010 2011 2012 2013 2014 2015 2016 2017 MY Contribution to WW 0.03%0.04%0.05%0.06%0.07%0.10%0.12%0.17%0.18% Source: IDC MY Mobile Application Market Sizing and Forecast, 2014 18
Malaysia Mobile Apps Downloads Revenue In-app revenue models experience sustained growth WW Mobile Application Revenue, (US$ Million) App Unit Sales Revenue In-App Purchasing Revenue Total 15.5 CAGR 18.9% 13.6 CAGR 2012 2017: 15.8% 11.9 10.3 5 CAGR 2012 2017: 28.9% 4 8.5 3 2 6.5 2 1 4.4 9 10 11 2.9 1 0 8 1.4 7 0 5 4 3 1 2009 2010 2011 2012 2013 2014 2015 2016 2017 MY Contribution to WW 0.01%0.02%0.03%0.04%0.06%0.07%0.08%0.09%0.10% Source: IDC MY Mobile Application Market Sizing and Forecast, 2014 19
Enterprise Mobile Apps
Enterprise Mobile Apps opportunity to drive revenue growth among the mobile apps developer community Based on the demand and supply side interviews, potentials surface in developing mobile applications as a key customer engagement and services tool that enterprises are investing heavily Revenue earned by the mobile apps developer community is very much driven by work done to develop the mobile applications for the enterprises. From the demand side interviews, few verticals pose higher growth potential namely Banking, Telcos, Government and Transportation. More and more mobile apps vendors are targeting custom application development for enterprise clients which promises more revenue opportunities The local consumers are not heavily spending on paid mobile apps or in-app purchases Each mobile apps vendor are diversifying their goto-market strategy to further gain market traction The unavailability of local information/content deters the mobile apps developers to craft more relevant and impactful apps offerings According to the mobile apps vendors, the top 5 verticals that have immense potential are retail, education, government, FMCG and entertainment.
Enterprise Mobility Opportunities Enterprise Demand Side BANKING In line with Bank Negara s intention to convert banking population to online platform, banks are investing in ensuring optimized user experience across different channels, one of it is mobile banking Banks see that mobile is a key factor of customer satisfaction and customer engagement, and the number of average log-ins in key markets, such as Australia, Singapore, and Hong Kong, may in 2014 overtake the online channel Mobile as part of digital strategy of the banking industry has the strong user base. During our interviews with the Top 2 banks in Malaysia with 8 million CASA holders, average 40% of them are active internet banking users, and average 15% of them are active mobile banking users.
Enterprise Mobility Opportunities Enterprise Demand Side TELCOS Telcos have been successful in the region being an aggregator of content and freemium applications via an IPTV strategy and building a mobile application and content store for their customers. Local content continues to be a key differentiation factor in a very diverse region. Monetization of premium content continues to be a major challenge, given the very expensive rights and price tags that are attached to such content. Telcos are also building up their army of Independent Software Vendors (ISVs) that will allow them to generate their own application marketplace for their consumer customers. Monetization models for social media and OTTP platforms include advertising, usage-based platforms, and intelligence gathering (and selling). TSPs should leverage their large installed base of mobile customers who are increasingly using mobile social media tools.
Enterprise Mobility Opportunities Enterprise Demand Side TRANSPORTATION Users require real-time data and information to plan and decide their travel. Whether on the highway, using the public transportation or taking air flights, users would like to access to real-time data to ensure they have a pleasant end-to-end journey experience With this critical need, and the number of mobile users progressively increasing, it represents an opportunity for business owners to introduce loyalty programs or any other type of business incentives for the mobile users constantly on-the-go
Enterprise Mobility Opportunities Enterprise Demand Side GOVERNMENT The utility of mobile apps within the government sector is still at the nascent stage. In the 2011-2015 Public Sector ICT Plan headed by MAMPU, ICT Program 1.1 to 1.5 are identified to enhance service delivery to the citizens especially initiative that is focusing on online services, intelligence transportation systems, real time information on crime. In the 3rd Platform era, an "omnichannel" experience will be desired not only be about delivering siloed and innovative services (e.g., mobile, social media, or online self-service), but also the ability of governments to deliver cross-agency integration and seamless stakeholder experiences with contextualized access to personalized information sources and engagement activities.
Mobile Offerings Malaysia Enterprises However, there are some exceptions: Generally, the motivation factors to build mobile apps are very diverse - but overall is to take advantage of the surging usage of smartphones and mobile devices However, we could sense that all these efforts do not have a strong mobile proposition Apps developed for the concessionaires to offer virtual coupons to walking customers and increase their business sales Leverage their mobile apps to help advertisers reach to their existing readers - gain revenue via this channel As a online retail business organization, the role of the mobile apps is to facilitate m- commerce and drive business sales Provide live road traffic streams to the users - will build the trust and loyalty factor amongst the users
Way Forward q With the increase in mobility adoption within the country, (stats), Malaysia will be able grow and mature as a digital economy nation. q With the improvement of connectivity and security issues plus the willingness of the youth generation adoption in mobile platform, we will see new innovative homegrown applications in various platform to grow intensify.
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