Echelon 2013: Digital Cramming by Tara Hirebet
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The urge to do more in every mobile minute Tara Hirebet – Head of Asia Pacific, trendwatching.com
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Echelon 2013: Digital Cramming by Tara Hirebet
- 1. DIGITAL CRAMMING: Our urge to do more in every mobile minute ECHELON 2013 Tara Hirebet Head of Asia Pacific trendwatching.com
- 2. ABOUT US Since 2002 200,000 free subscribers, 2000 Premium clients
- 3. More content, data, social, etail = lifestyle maximization in one place and interface DIGITAL CRAMMING
- 4. DEFINE “A manifestation of something that has „unlocked‟ or newly serviced an existing consumer need, desire, want or value.”
- 14. MOBILE MOMENTS “Plugged into mobiles 24/7, Asian consumers will embrace digital quickies and hyper- tasking apps that allow them to save time and squeeze more into every minute”
- 15. QRs, ARs and othe- Rs
- 16. MOBILE MOMENTS InnoPub Media QR codes deliver Filipino heritage information
- 17. MOBILE MOMENTS Gangnam-gu QR codes embedded in Gangnam pavements
- 18. MOBILE MOMENTS Yihaodian 1, 000 AR stores across China
- 19. MOBILE MOMENTS CJ Entertainment Wifi-enabled posters push movie content to passers-by
- 21. MOBILE MOMENTS Live Sports Broadcast Korean Sports streaming app offers home delivery food service
- 23. MOBILE MOMENTS Tencent Wechat Wechat – the feature-crammed, be-all end-all social app
- 28. ?
- 29. ASIA More for Less = Value
- 30. EUROPE US AUS/NZ Less is More = Value
- 32. STRANGE(LY) PERFECT “While „Western‟ social networks focus on filtering and privacy, Asian consumers are seeking out serendipity in apps, so they can connect, chat and flirt online with chances to meet offline”
- 36. STRANGE(LY) PERFECT Tencent WeChat WeChat registers 100 million „shakes‟ per day as users connect at random
- 37. STRANGE(LY) PERFECT Momo Chinese social networking app where users find and „friend‟
- 38. STRANGE(LY) PERFECT Blued China‟s first gay social connection app
- 39. STRANGE(LY) PERFECT Zipbob Social dining experience lets Korean strangers share conversations over meals
- 40. STRANGE(LY) PERFECT Kopa Ride-sharing app lets like-minded users travel to events together
- 41. STRANGE(LY) PERFECT Phewtick Japanese app rewards users for meeting new people
- 42. ASIA Used to lack of privacy and personal space
- 43. EUROPE US AUS/NZ Privacy and Personal Space is Paramount
- 46. CULTURE CRAMMING “Asians will snap up devices, apps, interactive sites and games that allow them to celebrate their culture, cuisines, customs, festivals and faith, online and on-the-go.”
- 48. CULTURE CRAMMING Changba Chinese users socially sing with karaoke app
- 49. CULTURE CRAMMING Duets Karaoke app allows users to take turns to record a duet
- 50. CULTURE CRAMMING KittiParty Digital portal facilitates traditional get- togethers
- 51. CULTURE CRAMMING Garata Indonesian social gaming app with „Wayang Robot Battle‟ species
- 52. FESTIVALS
- 53. FESTIVAL FEVER Oppa Cai Shen Dao Psy-themed animated flash game for Chinese New Year
- 54. CULTURE CRAMMING Chevrolet India Indian users throw virtual dyes with festival‟ app
- 55. CUISINE
- 56. CUISINE CRAMMING Burpple Singaporean app for social food interaction
- 57. CUISINE CRAMMING Snapdish Japanese food discovery app receives 7,000 uploads per day
- 58. CUISINE CRAMMING Wongnai Community restaurant reviews on Thai app
- 59. FAITH
- 60. FAITHFACTURING Urban Qurban Mobile app helps users celebrate Muslim festival and donate to the poor
- 61. FAITHFACTURING Lac Hong Vien Cemetery Vietnamese cemetery outsources mourning services
- 63. R(E)TAIL “Today, Asia‟s biggest megamalls and one-stop shops are online offering aggregation, curation and access without geographical limits”
- 64. TAOBAO: 3. Taobao Android app store 4. Taobao Convenience Store 5. Taobao Maps 1. Tier II and below cities drive growth 2. USD 3 billion in sales on Singles Day 1 2 3 4 5
- 65. R(E)TAIL Flipkart Indian e-commerce giant moves into digital music and books
- 66. R(E)TAIL Rakuten Japanese online retailer goes global
- 67. R(E)TAIL Harilo Middleman brings American purchases to Nepalese shoppers
- 72. SOCIAL MARKETPLACES “Asian mom and pop shops and outdoor markets have always made shopping sociable, watch out for static online commerce sites putting back in the social, and P2P of offline retail”
- 73. SOCIAL MARKETPLACES Ebay eBay's Style Xiu site lets Chinese users chat while shopping
- 74. SOCIAL MARKETPLACES Clozette Daily Indonesian female daily showcases user wardrobes and style secrets
- 75. SOCIAL MARKETPLACES Meilishuo Social pinboard enables Chinese fashionistas to chat, share and shop
- 77. SHRINK TO BYTE SIZE FORMATS TAKE OFFLINE CULTURE ONLINE AGGREGATE CURATE UNDER ONE ROOF SOCIAL FIRST BUYING IS BTW DIGITAL CRAMMING
Notes de l'éditeur
- AMS/UK/SCA/APAC
- Online connectivity – and mobile online connectivity – continues to sweep across Asia at lightening speed (generating the kind of statistics you’ll see overleaf). But for most Asians, the online revolution isn’t about tech for tech’s sake: it’s about lifestyle maximization. Now, more consumers than ever are turning to the online space to cram in more value, information, social connection, productivity – and more downright fun – into every working, spare and stolen moment of their day.
- So what consumer need or value is leading to us DIGITALLY CRAMMING – cramming in more online on our mobiles, in one moment and or in one interface
- Firstly – this. Cities. Urban consumers live in stimulating and even overstimultaing environments – megacities, full of choices, activities, events, people and we are greedy we want to truly do it all and fit it all in both offline as well as online.
- But we are // Time pressed: Committed to work, family, friends. Pulled in all directions and want to maximize every minute we have and will embrace whatever helps us do that
- Our megacities are great for stimulation but they also are overpopulated and overpacked, and we spend a lot of downtime and waiting time like this in traffic
- /Or waiting in line and we are not ok with wasting this time!/ Time killers: In Asia’s MAXIMUM CITIES, consumers spend more and more time waiting in lines, stuck in traffic and commuting – making smart, wireless devices essential for filling spare moments with more productivity or fun. Welcome to the age of nomophobia (no mobile phone phobia).
- So in comes the smartphone, that allows us to experience all this, manage all those tasks timetables and schedules, and offers us online and social media kill time for those long queues and commutes in traffic or on the train. It allows us to multitask and manage our time better so we can cram even more in basically.
- And itmeanswe are nowtheultimateparallelprocessorsDRIVING THIS TREND1 –// Parellel processing: For many consumers, digital multitasking is the norm. Half of Shanghai’s consumers engage in multiscreen media consumption (on mobile, PC, or both) while watching TV (Nielsen, May 2012).
- And we are going to now demand a lot more from our hardware - our devices – we want them feature crammed to allow is to do, see and be more in one virtual place.We want them to have even more features to allow us to// Featurecramming: Determined to make the most of every moment, more consumers are embracing devices and digital tools thatare crammed with multiple features, allowing them to do, see and be more in one (virtual) place.This is Google meets Apple in one phone, notice the iPhone look but an android interface.
- And we are going to expect more from our software – our apps and sites and our content and data to adapt to allow us to cram betterWe are going to expect it to be byte size enough to allow us to cram in every spare MOBILE MINUTE OR MOMENT, we are going to expect it to help us as Asians cram take offline cultural activities and allows us to cram them in online and on-the-go CULTURE CRAMMING, and we are going to expect not just e-commerce, but aggregated, mega commerce so we have more choice under one roof online as much as we do in a megamall offline and finally we are going to expect commerce be more seamless and social and buy where the conversatioms and reviews already are.And that’s where a lot of you come in, as entrepreneurs, startups, telcos, VCs and more.
- Lets start with mobile moments
- Small byte size digital formats – you need to shrink formats to allow people to indulge in your offering for a few minutes at a time, digital quickies or a digital snack
- We have seen a glut of these happening already with QR and Ars and you know othe-rs ;)
- Piloted in Cebu, Philippines, publisher InnoPub Media’s QR code project allows smartphone users to access historical information at heritage sites. Users scan the QR markers posted at key heritage sites to access content about the site, including history and opening hours. In collaboration with the Department of Tourism, local bloggers and journalists, the QR code tagging project plans to expand into other provinces.Link: http://innopub.com/
- Made internationally famous by Psy’s hit song Gangnam Style, Korea’s fashionable Gangnam-gu district unveiled QR codes embedded in its pavements in January 2013. Eight square QR codes measuring two feet across allow passersby and tourists to access useful information viatheir smartphones, including local maps, shopping areas and restaurant information in English, Japanese and Chinese.Link: http://global.gangnam.go.kr/globalIndex.do?lang=en
- October 2012 saw Chinese etailer Yihaodian announce plans to ‘open’ 1,000 3D augmented reality grocery stores across Beijing, Guangzhou, Shanghai and Shenzhen. Customers can view and shop at the virtual supermarkets via the free Yihaodian Virtual Store app. The virtual supermarkets will be placed at blank city spaces and landmarks across the country, including the Great Wall of China.Link: https://itunes.apple.com/us/app/wu-xian1hao-dian/id561927089?ls=1&mt=8
- In March 2013, Korean marketing agency CJ Entertainment and Cheil Worldwide Korea launched a range of wifi-enabled movie posters in Seoul, to promote the Korean movie ‘Berlin’. Installed close to public bus stops or busy streets, the posters were encased behind plastic and embedded with a transmitter that emitted a wifi signal. Via their smart devices, passers-by could select the movie poster’s network (alsothe name of the film) to be connected to exclusive movie content such as trailers, clips, actor interviews, as well as book film tickets on-line.Link: http://www.youtube.com/watch?v=YyLUCHe8Nuk
- Launched in South Korea in June 2012, Live Sports Broadcast is a smartphone app developed by online television portal PandoraTV in conjunction with food delivery service Delivery Nation. In addition to streaming live, high-resolution baseball games and providing information such as player line-up and rankings, the free app enables users to order home-delivered snacks.Link: http://fancast.pandora.tv/baseball
- In January 2013, the China-based chat app Tencent WeChat beta-tested updated features, including multi-user voice chat rooms, voice reminders and song search functionality. The messaging platform allows users to make free video and voice calls. Users can also web chat, upload and editphotos, and explore controlled social sharing and friend finder features (see STRANGE(LY) PERFECT, for more on the latter). With localized language features for India, Indonesia, Malaysia, Thailand and Taiwan, Tencent reported that WeChat hit 300 million users worldwide in January 2013.Link: http://www.wechat.com/en/
- In December 2012, the Japan-based mobile messaging app Line ventured into China as LianWo (‘Link Me’). The popular chat platform offers free voice calls and text messaging, as well as social gaming and localized language options. Line enjoys huge popularity in the region, especially in Hong Kong, Taiwan, Thailand and Indonesia; approximately two-thirds of its over 100 million users are non-domestic. Link: http://www.lianwo8.com/LINE.html
- KakaoTalk first launched in March 2010, approx 24 million users use it on a daily basis sending 3.4 billion messages daily! It supports free calls and conference calls for up to 5 people with character voice filters; sharing of photos, videos, voice clips (via Walkie Talkie feature); available in 12 languages; personalised user themes for iPhone and Android users.
- Zalo - Vietnamese chat app had its first full-release in November 2012, had 2 million users in early May 2013. Apart from mobile chatting, it also has public forum group chats dedicated to certain topics (love, jobs, certain events), Vietnamese-themed stickers, the ability to search for nearby users (like WeChat), share photos, and even follow celebrities or friends via microblogging
- Nimbuzz - India-based messaging app founded in 2006, with VOIP-based voice calling and messaging services. Today it has a total of 150 million users, and counts more than 210,000 new registrations per day; 25 million of its users are in India. Users can play chat-based games, share virtual gifts, cross-platform video calling
- V
- V
- Path launched in November 2010, launched its 3rd version in March 2013. Within the first 24 hours, it debuted free private messaging as well as premium in-app paid emoji "stickers", and made more money (from affiliated revenue) than it had since it first started. It has 6 million users.
- Of course we all know Google Circles, and how buzzed Google+ was because of it.
- Everyme - launched April 2012 in the US. Nothing you post on EveryMe is public; the site doesn’t even offer the user this option. All uploaded data is also privately owned by the user and will be returned to users should they delete their account. Features include: uploading posts, pictures, videos, and links, and divided group contacts similar to Google+ Circles
- In April 2012, Chinese brand Tencent added three features to its free WeChat chat-messaging app, to allow users to connect with each other at random. Via the ‘Drift Bottle’ feature, users can ‘throw’ a text or voice message into a virtual ocean for any other user to retrieve and reply to. Meanwhile, ‘Look Around’ allows users to view the profiles of nearby users, with the option of connecting, and the ‘Shake’ function automatically links any two users within half a mile who happen to shake their phones at the same time. Link: http://www.wechatapp.com/
- October 2012 saw the English language release of Momo (‘hello stranger’), a free Beijing-based messaging app previously only available in Mandarin. Location-based features let users find, befriend, and text or video message others in their vicinity. They can also upload photos and link their Momo profiles to social media accounts including Weibo and RenRen. In Q1 2013, the app reported a user network of 23 million.Link: http://immomo.com/
- October 2012 saw the debut of Blued, China’s first openly gay social connection smartphone app. Featuring photo-sharing and chat messaging features, as well as integrated social sharing with Sina Weibo and WeChat, Blued reveals nearby users on a distance meter, allowing users to connect offline after connecting online. It is remarkable for being ‘Made in China’, as the country remains largely conservative on issues of same-sex partnership.Links: http://www.blued.cn/
- Launched in May 2012, Zipbob is the first social dining program in South Korea. Designed to help Korean CITYSUMERS find new dining companions, the platform lets pre-registered users buy tickets to themed dining events.Links: http://www.zipbob.net/
- In Nov 2012, Bangalore-based Ideophone launched its new app Kopa, which allows users in India and worldwide to find like-minded individuals who are attending similar local events. Users can then connect and arrange to share a ride together to their event.Link: http://www.ideophone.in/products/kopa/
- Released in Japan during February 2012, Phewtick is a free mobile app that incentivizes users to meet one another. When user meets another, they can scan a QR code to record the meeting and earn points. Every 100 points are worth JPY 10, which can be transferred into a bank or PayPal account. In Q1 2013 Phewtick reported a user base of 1 million, and estimated that they had facilitated 10 million meets. Link: http://www.phewtick.com/
- V
- V
- Released in China in May 2012, Changba (translated as ‘Sing it’) is a social karaoke app that garnered a million downloads within three weeks of launch. Capitalizing on the immense popularity of karaoke in China, the app allows users to record themselves singing, share videos on their social networks and challenge their friends to beat their scores. After browsing others’ songs, users can comment or send virtual flowers. Link: http://changba.com/
- Beta-launched in the Philippines, Duets is the world’s first turn-based karaoke app. Users choose a song from the in-app song library, record themselves singing a song excerpt with the help of on-screen lyrics and background music, and then share their recordings with friends who complete the rendition. Initial singing turns are free before users are prompted to make in-app purchases before they can finish the song. The free app is available for iOS smartphones.Link: http://duetsapp.com/
- Set to launch in India during Q1 2013, KittiParty is a luxury social network which enables well-heeled Indian women to organize ‘kitti parties’: a longstanding women-only Indian tradition in which a circle of friends host regular get-togethers in round-robin fashion, with guests contributing to a communal fund. The site offers a central platform with resources on upscale venues, photo-sharing features, and curated blogs.Link: http://www.kittiparty.com/
- Developed by Indonesia-based Tanushii Studios, Garata is a social gaming app available for Blackberry users and for mobile browsers on the Kotagames platform. Largely inspired by the Indonesian shadow puppet story, Battle of Bharatayudha, users follow the quests of its robot characters, who are ‘Wayang Robot Battle species’ living in the Bharatayudha universe. Classical Indonesian folklore characters such as the Monkey God Hanuman also cameo in the game as premium in-app purchases. Link: http://m.kotagames.com/
- February 2013 saw Malaysian animators Jess the Dragoon and Josh Tamugaia (a brother-sister collaboration duo) create ‘OppaCaiShen Dao”; a Chinese New Year-themed flash game based on Korean singer Psy’s hit Gangnam Style. The Hokkien-language game allows users to maneuvre an animated Psy-lookalike character to collect red packets and gold ingots while avoiding a dragon. An accompanying 2-minute music video also features the God of Wealth doing Psy’s trademark ‘horse dance’ at a Chinese temple, with lion dances and fireworks.Link: http://tamugaia.com/oppa-caishen-stylehttp://tamugaia.com/oppa-caishen-style
- To celebrate the Hindu festival Holi in March 2013 in India, Chevrolet India releasedits Chevrolet Rang Deapp on Facebook, harnessing the festival enthusiasm amongst its 321,000 Facebook fans. Users could select their friends’ profiles via the app, virtually throw colored dyes at them, edit the images and then socially share their designs with their friends. Holicelebrations usher in Spring, and see celebrants throwing brightly colored powder dyes on each other.Link: http://www.mini-special.in/#/game
- CUISINE CRAMMING Amid the region’s cultural diversity, the quintessential activity that unites many Asians is savoring good food: whether it’s street fare or fine dining, food brings friends and families together. Since many Asian consumers are well known for being foodies and techies, what happens when the two collide? Endless digital opportunities to explore, chance upon, find, order, deliver, and share food experiences.Released in May 2012, Singapore based Burpple is a free mobile app that lets individuals photograph, geo-tag and share their ‘food moments’. Burrple automatically records the date, time and meal type of each dining experience, and encourages interaction with other users through ‘reburps’. Restaurants can also advertise their dishes. By February 2013, Burpple had seen over 300,000 food moments shared by its users, in over 4,000 cities in 140 countries.Link: http://www.burpple.com/
- CUISINE CRAMMING Amid the region’s cultural diversity, the quintessential activity that unites many Asians is savoring good food: whether it’s street fare or fine dining, food brings friends and families together. Since many Asian consumers are well known for being foodies and techies, what happens when the two collide? Endless digital opportunities to explore, chance upon, find, order, deliver, and share food experiences.In January 2012, Japan-based food discovery and photo sharing service Snapdish unveiled seven new local languages for its free app, in its LOCALIZASIAN effort to cater to other Asian markets. Users can share their food photos, recipes and ingredient lists, while also exploring an extensive list of subjects including meal times, dishes and special occasions. Approximately 7,000 photos are uploaded each day.Link: http://snapdi.sh/
- CUISINE CRAMMING Amid the region’s cultural diversity, the quintessential activity that unites many Asians is savoring good food: whether it’s street fare or fine dining, food brings friends and families together. Since many Asian consumers are well known for being foodies and techies, what happens when the two collide? Endless digital opportunities to explore, chance upon, find, order, deliver, and share food experiences.January 2013 saw Thailand-based online restaurant review site and free app Wongnai (‘insider’) reach 360,000 users and 110,000 restaurant listings. Tailored to Thai locals, the site allows users to explore local eateries via a food map, as well as check-in, rate and recommend, venues.Link: http://www.wongnai.com
- Launched in Indonesia during October 2012, Urban Qurban (meaning 'urban sacrifice') is a free mobile app which helps Muslims celebrate the festival of Eid al-Adha. Urban Qurban encourages users to purchase live animals via the app which are then sacrificed and their meat distributed to impoverished individuals and families by the app's 50 community partners, with the animal slaughter live-streamed on Eid al-Adha. The app also includes an interactive game which allows players to earn points which then enable them to access discounts with Urban Qurban's social enterprise partners.Link: http://blog.urbanqurban.com/
- In Vietnam, Lac Hong Vien Cemetery introduced its online prayer and ancestor worship service, catering to families who are too busy or to far from home to visit the graves of deceased loved ones., Via the website, Buddhist families can instruct cemetery workers to place graveside offerings and perform other relevant Buddhist rituals; the workers document their work with photographs or videos that are emailed to the family.Link: http://www.lachongvien.vn/
- Indian online retail giant Flipkart – which began life as an online bookseller in 2007, before diversifying into a wide range of products – reports a user base of over 4.5 million. In February 2012 the site launched a new MP3 digital music download service, Flyte, and in November 2012 the site launched Flyte eBooks, enabling users to download ebooks to smartphones and tablets. In August 2012 Flipkart received a USD 150 million funding round, valuing the site at around USD 800 million. Link: http://www.flipkart.com/
- In 2012 Japanese e-commerce giant Rakuten posted record net sales of USD 4.74 billion, up 16.7% on 2011. In June 2012 the site acquired Spanish online video service Wuaki.tv, as part of a global expansion plan that has also seen it acquire German e-commerce service Tradoria and UK e-commerce site Play.com, as well as take a USD 100 million stake in content sharing site Pinterest. Link: http://global.rakuten.com/en/
- Harilo is a Nepalese e-commerce middleman that facilitates purchases from America. Conscious that international shipping into Nepal remains troublesome, the site accepts orders from Nepalese users (paid in Nepalese rupees) then handles the purchase, shipping and customs tariffs. Harilo also offers a membership scheme with priority delivery, and a personal shopping service where US-based staff personally handle in-store purchases for an extra USD 9.Link: http://www.harilo.com/
- Shopping has always been a social experience in Asia at outdoor markets
- In November 2012, eBay partnered with Chinese luxury etailer Xiu.com to launch eBay Style Xiu; an online social shopping platform. The site debuted with around 500,000 items available to buy from 5,000 fashion brands. Users can chat to friends via the site while purchasing apparel and accessories from US-based eBay sellers. Xiu.com takes care of sales, customer service and shipping.Link: http://ebay.xiu.com/
- Launched in Indonesia in October 2012, social networking and shopping platform Clozette Dailyi s a tie-up between Fashion Daily Network, Indonesia’s largest female online community, and Singaporean fashion startup Clozette. The localized social e-commerce site allows users to share fashionable pieces found in stores or on the web. In addition, users can browse and shop collections from Indonesian designers. Clozette’s Japanese platform was also launched in December 2011.Link: http://www.clozettedaily.com/
- China-based Meilishuo is a social pinboard e-commerce site specializing in affordable women’s fashion and beauty. In April 2012 the platform launched a partnership with Tencent WeChat, China’s largest instant messaging platform. The collaboration allows Meilishuo users who are shopping on their smartphones to share the contents of their shopping carts with friends via WeChat. Meilishuo offers shoppers access to group-buying deals, and product listings re-direct users to Taobao (China’s largest e-commerce site), where they can purchase. Link: http://www.meilishuo.com/
- And we are going to expect more from our software – our apps and sites and our content and data to adapt to allow us to cram betterWe are going to expect it to be byte size enough to allow us to cram in every spare MOBILE MINUTE OR MOMENT, we are going to expect it to help us as Asians cram take offline cultural activities and allows us to cram them in online and on-the-go CULTURE CRAMMING, and we are going to expect not just e-commerce, but aggregated, mega commerce so we have more choice under one roof online as much as we do in a megamall offline and finally we are going to expect commerce be more seamless and social and buy where the conversatioms and reviews already are.And that’s where a lot of you come in, as entrepreneurs, startups, telcos, VCs and more.