The Mobile MarketSingapore’s Outlook

By Goh Khoon Hiang and Theodore Felix Leo

Agenda• Current Local Consumer Mobile

Landscape• Who Are In It?• Potentials & Limitations• A Success Story

Introduction• Presenting to you from a developer’s

perspective• Singapore’s context

Introduction

Source: http://www.youtube.com/watch?v=ozNU-f7SIt0

The Consumers’ Perspective• Mobile Plan Subscriptions• Mobile Population Penetration Rate• Mobile Device Market Share• Mobile OS Share• Mobile Media Activities• Mobile Apps Download

Mobile Plan Subscriptions

Jul Aug Sep Oct Nov0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

2G Pre-paid3G Pre-paid2G Post-paid3G Post-paid

Source: http://www.ida.gov.sg/Publications/20110811155135.aspx

As of 2011

Mobile Population Penetration Rate

Aug Sep Oct Nov146

146.5

147

147.5

148

148.5

149

149.5

147.1

147.9

148.5

148.9

% Penetration

% Penetration

Source: http://www.ida.gov.sg/Publications/20110811155135.aspx

As of 2011

Mobile Device Market Share

Feature Phone Smartphone Tablet0%

10%

20%

30%

40%

50%

60%

70%

80%

45%

55%

3%

36%

63%

6%

54%

43%

5%

71%

16%

1%

15-24 yrs old25-34 yrs old35-49 yrs old50-59 yrs old

As of 2010

Source: http://www.ida.gov.sg/doc/Publications/Publications_Level3/Survey2010/HH2010ES.pdf

Mobile OS Share

iOS54%

Symbian OS6%

RIM OS7%

Android OS27%

Nokia OS2%

Others4%

Mobile OS

iOSSymbian OSRIM OSAndroid OSNokia OSOthers

Source: http://www.mediabuzz.com.sg/asian-emarketing-latest-issue/1302-inmobis-latest-mobile-insights-report-for-singapore

As of 2011

Mobile Media Activities

Search & Browse

21%

Social Media19%

Entertainment18%

Games18%

E-mail15%

Shopping9%

% Usage

Search & BrowseSocial MediaEntertainmentGamesE-mailShopping

Source: http://www.inmobi.com/research/consumer-research-2/?lnkname=Mobile%20Media%20Consumption%20Research%20Infographic%20-%20Feb%202012%20-%

20Singapore%20Results

As of 2012

Mobile Apps Download (Android)

Enter-tainment;

42%

Social; 27%

Media & Video; 24%

Others; 7%

App Downloads

EntertainmentSocialMedia & VideoOthers

As of 2011

Source: http://www.smbworldasia.com/en/content/survey-documents-go-most-expensive-mobile-app-purchase-among-singaporeans?page=0%2C0

What does that mean?

• Consumers are increasingly subscribing to 3G plans which can enable them to go online on the go

• Majority of the mobile consumers are using a smartphone, given that the price of owning one is coming down

• Most users are using their mobile phones for entertainment, social and media activities

The Players in the Local Business

• Developers and Entrepreneurs• The Telcos• The Government

Developers and Entrepreneurs

• Collaboration with Microsoft’s Windows 7 Phones - 35 Singapore-made apps on marketplace including:

Source: http://technology.xin.msn.com/technology-news/article.aspx?cp-documentid=4467516

Utilities Games & Entertainment

Information

BusGuide CarneyVale: Showtime (Xbox LIVE)

SG Weather

SG Carparks Galaxy Bunnies SG 4DSG Buses Dino Parade STOMP mobile

Developers and Entrepreneurs

• 14 out of 50 Apps from Singapore Voted Asia’s Top Apps at Accelerate 2010

Source: http://techcrunch.com/2010/09/26/from-accelerate-2010-in-singapore-list-of-asias-top-50-apps/

The Telcos• SingTel AppZone– A mobile delivery platform for developers to gain

immediate access to SingTel subscribers

Source: http://info.singtel.com/apps/

The Telcos• Starhub App Store– Invitation to developers to develop and distribute

their applications for their subscribers

Source: http://www.starhub.com/developers.html

The Telcos• M1 AppStore– Allows developers to register and develop apps for

M1 subscribers and charge through M1 bill

Source: https://appstore.m1.com.sg/developer/main.zul#faq

The Government• Digital Concierge– One of the key programmes of IDA’s 10-year

Intelligent Nation Masterplan– Promotes development of informational,

transactional, m-commerce and location-based mobile services; common content and functionalities reusable by multiple mobile services

Source: http://www.digitalconcierge.sg/

The Government• Digital Concierge– eg. Moobifly by Maven Lab: a mobile content

platform for businesses to create mobile website with features including marketing tools, shopping carts, booking and reservations, integration with SMS/MMS services

Source: http://www.digitalconcierge.sg/

The Government• ACE Start-up Grant (previously: YES! Start-ups)– 58 ICT & Media Start-ups

Source: http://www.spring.gov.sg/Entrepreneurship/FS/FS/Pages/list-of-YES-Start-ups.aspx

The Government• ACE Start-up Grant (previously: YES! Start-ups)– 58 ICT & Media Start-ups

Source: http://www.spring.gov.sg/Entrepreneurship/FS/FS/Pages/list-of-YES-Start-ups.aspx

Mobile Related

The Government• Mobile World Congress– IDA actively supports local infocomm companies

at the annual event– 8 companies in 2009– 9 companies in 2010– 15 companies in 2012

Source: http://www.thegovmonitor.com/world_news/asia/singapore-looks-to-mobile-applications-market-24191.html

, http://www.mobileworldcongress.com/2012-exhibitors

The Government• SingTel Partner Programme– Launched in 2008 at a cost of SGD2.3 million over

two years– IDA supported the initiative to support and help

local ICT entrepreneurs develop innovative mobile solutions and applications for the market

Source: http://info.singtel.com/node/3201

What does that mean?• Singapore-based mobile

developers/companies are increasingly being recognized

• A lot of avenues for local mobile developers, using telco’s appstores to reach out to users

• Government provides a lot of support in terms of funding and infrastructure

Why’s and Why-not’s of The Local Industry

• Potential Growth of the Industry• Limitations of the Market

Why’s and Why-not’s of The Local Industry

• Potential Growth of the Industry–High mobile data traffic: estimated 92%

growth per year– IDA pushing the infrastructure

improvement, eg. roll-out of ultra high-speed 4G network

Source: http://www.ida.gov.sg/News%20and%20Events/20110314121329.aspx?getPagetype=21

Why’s and Why-not’s of The Local Industry

• Potential Growth of the Industry–Government’s Support: ACE Start-up Grant

of up to $50,000– Incubators: Technology Incubation Scheme

Source: http://ace.sg/Site/Page.aspx?id=83048AFF-89CF-4214-823B-609CC1F24FA2, http://www.nrf.gov.sg/nrf/otherprogrammes.aspx?id=1490

Why’s and Why-not’s of The Local Industry

• Potential Growth of the Industry– Singaporeans are willing to pay for apps,

with average of $2-3

Source: http://www.smbworldasia.com/en/content/survey-documents-go-most-expensive-mobile-app-purchase-among-singaporeans?page=0%2C0

Why’s and Why-not’s of The Local Industry

• Limitations of the Market– Limited by population size despite high

mobile penetration rate: estimated 5 million population in mid-2011

Source: http://www.singstat.gov.sg/stats/latestdata.html#12

Why’s and Why-not’s of The Local Industry

• Limitations of the Market–Already major players in various fields in

mobile industry

A Success Story – 2359 Media

• Who they are?• How did they start?• How are they doing now?• What’s next?

A Success Story – 2359 Media

• Who they are?– Provide mobile consultancy service and mobile

advertising– Focusing on interactive cross-platform mobile

experience for users

A Success Story – 2359 Media

• How did they start?– Founded in 2009 by NUS alumni, Wong Hong Ting

and Zhou Wenhan– First app: SG Malls– Help from NUS Enterprise Incubator– Initial funding from YES! Startup– First client: MOH

A Success Story – 2359 Media

• How are they doing now?– Clients: SingTel, MediaCorp, CapitaLand, ESPN,

HTC, and so on– Secure investment from SingTel (~S$1 million)– Grow from 4 to 36 employees in 2 years

A Success Story – 2359 Media

• Portfolio

A Success Story – 2359 Media

• What’s next?– Expand to other regional market by 2014– IPO or acquired?

Summary• Why go mobile?• What else can be done?

Q’n’A• Questions?• No answers… =)

Image Credits• http://www.smallbusinessdelivered.com/meeting-

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• http://www.webhostingbreak.com/wp-content/uploads/2012/01/SuccessfullDeveloper_000.jpg&w=400&h=300&ei=M_NeT9jPO8KqrAeznLGIBg&zoom=1

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Image Credits• http://e27.sg/wp-content/uploads/2011/10/primaryImage.png&w=240&h=240&ei=wD1kT-

a4DoPkrAepu6HyBg&zoom=1&iact=rc&dur=237&sig=109993865449328346643&page=1&tbnh=144&tbnw=149&start=0&ndsp=24&ved=1t:429,r:5,s:0&tx=63&ty=41

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