ASEAN is a 600 million people and USD 2.1 trillion GDP market size comprise of Brunei, Cambodia, Indonesia, Laos, Malaysia, Myammar, Phillipines, Thailand, and Vietnam

1. ASEAN Demographic and Mobile Smart Phone Market
Analysis
Indonesia, Malaysia, Philippines, Thailand and Vietnam
Presented by: Yuric Hannart
Private and Confidential

2. ASEAN REGIONAL OVERVIEW
• Population by number: 604.8 million
•Estimated GDP of ASEAN 2012 : USD 2.4 trillion, 9th largest economy
•194 million new internet users will come online between 2011 and 2020.
91 million alone in Indonesia.
• By 2020, those under 30 will make up 48% of the South East Asia
population
• 5 Most popular activities on smart phones
1.Text messaging 2.Accessing the Internet (50% raising to 62%) 3.
Reading email 4.playing games and 5. Chat
• Smartphone sales up 78% in Southeast Asia, account for just 25% of
total
•Singapore, Malaysia, Thailand, Indonesia, Vietnam, Cambodia and the
Philippines — which together, between July 2011 and June 2012, sold a
cumulative $13.7 billion worth of phones (118 million devices sold)

3. Country At Large: Indonesia

4. Country At Large: Indonesia (cont.)
• Population by number: 250 million people (July 2012 est.)
•Top five cities by population:
- Jakarta: 9.1 million
- Surabaya: 2.5 million
- Bandung: 2.4 million
- Medan: 2.1 million
- Bekasi : 1.2
•Demographic information:
Average age:
Total population: 28.2 years
Male: 27.7 years
Female: 28.7 years (2011 est.)
•GDP(2012) : $880 billion USD (GDP growth 6.2% ), per capita $US 3,420
Indonesia is in fact the fourth largest country on earth (behind just China, India,
and the US)

5. Country At Large: Indonesia (cont.)
• Total number of mobile subscriptions / subscribers: 220 million
(Telkomsel, Indosat and XL accounted for 85% of the market)
• Percentage of mobile penetration: 92%
• Number / percentage of smart phones v/s feature phones : 20%
• Total number of Internet users : 55 million
• Percentage of Internet penetration : 23%
• Percentage of mobile Internet users : 29%
‡ Most of the apps are :
•Games
•Facebook is the fourth largest market
•Twitter counts Jakarta as its number one city (55% are retweeted)
‡ Growth is driven by affordable smart phones in the range of $100 – 200
Over 60 million mobile phones will be purchased in Indonesia in 2013.

6. Country At Large: Indonesia (cont.)
From Q4 2011 to Q1 2012

7. Country At Large: Malaysia

8. Country At Large: Malaysia (cont.)
• Population by number: 29.2 million
•Top five cities by population:
- Kuala Lumpur: 1.6 million
- Ipoh: 441,628
- Johor Bahru: 441,628
- Kuantan: 356,153
- Seremban: 317,813
•Demographic information:
Average age:
Total population: 26.8 years
Male: 26.7 years
Female: 27 years (2011 est.)
•GDP(2012) : $304 billion USD (GDP growth 5.6% ), per capita $US 9,800
Sales of smart phones in the region rose 78 percent year-on-year in ASEAN region,
according to new figures from GfK

9. Country At Large: Malaysia (cont.)
• Total number of mobile subscriptions / subscribers: 35.7 million
(Maxis – 14 million, Celcom – 12 million and DiGi – 10 million)
• Percentage of mobile penetration: 124%
• Number / percentage of smart phones v/s feature phones : 27%
• Total number of Internet users : 17.5 million
• Percentage of Internet penetration : 61.7%
• Number of mobile Internet users : 10 million
‡ Most of the apps are
Application software : 41.8%
Ringtones: 33.8%
Games: 32.8%
‡ Malaysia Communication and Multimedia Corporation (MCMC) is proposing
a rebate MYR200 ($65 US) rebate on selected 3G smart phones that cost no
more than MYR500 ($163US).
A Frost & Sullivan report last July stated that mobile social networking will
cause smartphone sales to "skyrocket" in ASEAN, accounting for 54 percent of
all devices sold in the region by 2015.

10. Country At Large: Malaysia (cont.)
From Q4 2011 to Q1 2012

11. Country At Large: Philippines

12. Country At Large: Philippines (cont.)
• Population by number: 103 million
•Top five cities by population:
- Quezon City: 2.7 million
- Manila: 1.6 million
- Caloocan: 1.4 million
- Davao City: 1.3 million
- Cebu City: 800,000
•Demographic information:
Average age:
Total population: 22.9 years
Male: 22.4 years
Female: 23.4 years (2011 est.)
•GDP(2012) :$250 billion USD (GDP growth 6.5% ), per capita $2,470
Smartphone penetration in the country at the end of March 2012 was pegged
at 29 percent, less than half the penetration rate in Indonesia.

13. Country At Large: Philippines (cont.)
• Total number of mobile subscriptions / subscribers: 90 million
(Philippines Long Distance Telephone Company (PLDT) – 66.1 million; Globe
Telecom – 31 million)
• Percentage of mobile penetration: 99%
• Number / percentage of smart phones v/s feature phones : 20/80
• Total number of Internet users : 30 million
• Percentage of Internet penetration : 30%
• Percentage of mobile Internet users : 20%
‡ Most popular apps aside from Facebook and Twitter:
•Simsimi; Instagram; Tumblr; DrawSomething; Temple Run; and Skype
‡ The average price of smart phones in Philippines has dropped 23 percent
from last year’s US$317 to US$244
Smartphone sales grew the most in the Philippines (up 326 percent year-onyear) as the country’s share of Southeast Asia’s total sales rose to 24 percent,
from 9 percent in 2011.

14. Country At Large: Philippines (cont.)
From Q4 2011 to Q1 2012

15. Country At Large: Thailand

16. Country At Large: Thailand (cont.)
• Population by number: 67 million (July 2012 est.)
•Top five cities by population:
- Bangkok: 5.7 million
- Nakhon Ratchasima: 2.5 million
- Ubon Ratchathani: 1.8 million
- Khon Kaen: 1.7 million
- Chiang Mai: 1.6 million
•Demographic information:
Average age:
Total population: 34.2 years
Male: 33.3 years
Female: 35.2 years (2011 est.)
•GDP(2012) :$366 billion USD (GDP growth 6.4% ), per capita $5,210
60% of Thais would be happy to do all their Internet surfing on a mobile
device.

17. Country At Large: Thailand (cont.)
• Total number of mobile subscriptions / subscribers: 77 million
(Advanced Info Service AIS– 37.1 million; DTAC (Telenor)– 26.6 million ; and True Move
– 21.5 million)
• Percentage of mobile penetration: 115%
• Number / percentage of smart phones v/s feature phones : 25%
• Total number of Internet users : 25 million
• Percentage of Internet penetration : 37.3%
• Number of mobile Internet users : 1 million
‡ 758,000 smart phones sold in the first three months of 2012.
‡ Smart phones in the range of USD 150 - 250 are the most saleable with over
one in two smart phones coming from this segment, the pricier models above
USD500 have maintained their market share of 18 percent in the latest
quarter, translating to an overall contribution of almost 40 percent in the
country’s smart phone sales.
Smart phone sales in Thailand gather pace with over 2.87 million sold in the
first four months of 2013

18. Country At Large: Thailand (cont.)
From Q4 2011 to Q1 2012

19. Country At Large: Vietnam

20. Country At Large: Vietnam (cont.)
• Population by number: 91 million (July 2012 est.)
•Top five cities by population:
- Ho Chi Minh City: 7.1 million
- Ha Noi : 6.5 million
- Thanh Hoa Province: 3.4 million
- Nghệ An Province: 2.9 million
- Đồng Nai Province: 2.5 million
•Demographic information:
Average age:
Total population: 27.8 years.
Males: 26.8 years.
Females: 28.9 years.(2011 est)
•GDP(2012) :$142 billion USD (GDP growth 5.0% ), per capita $1,410
77 percent of consumers expect to conduct mobile commerce in the next 12
months – a 36 percent increase from today.

21. Country At Large: Vietnam (cont.)
• Total number of mobile subscriptions / subscribers: 180 million Sim card
sold, with over 60 million active.
(Vietel– 43.7 million or 36.1% ; Mobifone – 34.7 million or 28.7% ; and Vinaphone–)
• Percentage of mobile penetration: 174%
• Number / percentage of smart phones v/s feature phones : < 10%
• Total number of Internet users : 30 million
• Percentage of Internet penetration : 30%
• Number of mobile Internet users : estimated to be more than 500,000
‡ While all phone market just increase slowly around 2.4% and fixture phone
down 12.54%, smart phone still gets high growth YoY with 41%
3Q2012/3Q2011
‡ Vietnam mobile users ready to pay $186 on average for their next phone
55 percent of Vietnamese would be happy to do all their Internet surfing
using a mobile device.

22. Country At Large: Vietnam (cont.)
From Q4 2011 to Q1 2012

23. Opportunities and Challenges
Opportunities:
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Youthful population is more open to new technology
Smart phone provides Internet connection much cheaper than
fixed line
Economic growth requires more connection and access to the
Internet
Smart phone penetration is still only 25% or less for the region
Challenges:
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Diverse cultures require different marketing approaches
Multiple carriers with different standards of GSM
Content must be localized
Product must be supported locally

24. How Can I help?
Yuric’s Background:
• Over 15 years of experience in technology beginning with
Bank of America and rode the wave of Silicon Valley
technological revolution. Highlights of some of the first’s :
A.
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D.
E.
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Principal product manager for Intuit QuickBooks ‘payroll product. The
group was less than 100 people.
Implement Fair Usage Policy and DSL for Netcom for dial up users
Launch the first hand held Internet device with Palm (Palm VII). Signed
deal with NTT Docomo and launched the first Internet phone in Japan.
Founded the first SMB solution for communication and collaboration with
built in backup, automatic update and perimeter defense
Launched the first prepaid payment solution in Vietnam
Entrepreneurial, strategic thinker, product launches, go-tomarket, software development, business development, and
marketing.
You can Google me or click on the link for more information
http://www.linkedin.com/profile/view?id=113508&trk=nav_responsive_tab_profile

25. Demand for Smart Phone
(Survey was asked in late 2011)

26. Companies are moving in to this market (2012)
Nokia launched the colorful, inexpensive Lumia 620 in Thailand
• The handset will be available for 8250 Baht ($275). Unveiled last year, the Lumia
620 runs Windows Phone 8 and sports a dual-core chip.
1 GHz dual-core Snapdragon processor
3.8 inch LCD display (800 x 480) with ClearBlack technology
8GB internal memory expandable with microSD
512 MB of RAM
5 megapixel camera
1300 mAh Battery