10 Trends (we’ve seen so far). Presented at AppsXchange Asia in Singapore. 16 June 2010

1. How Have Apps Changed
the Mobile Content Ecosystem?
10 Trends We’ve Seen So Far
Praveen Rajan
Head of Mobile Internet, DiGi Telecommunications
AppsXchange Asia
16 June 2010, Singapore

2. 5 Things About Malaysia

3. 5 Things About Malaysia

4. 5 Things About DiGi

5. 5 Things About DiGi

6. Have Apps Made a Difference?

7. Most Analysts Claim That Operators Are Doomed

8. … but it’s Never Been Easier to Sell the Internet

9. So, Here’s 10 Things That We Have Seen

10. 1 Everyone Has Favourites
Thousands to choose from, you’re bound to like something tangible

11. 1 Everyone Has Favourites
3 apps I use most on my iPhone

12. 1 Everyone Has Favourites
45% of new DiGi iPhone customers have at least 5 favourite apps
How many favourite apps do you have?
45%
30%
25%
5 or more Between 1 to 4 None
SOURCE: Internal survey of new DiGi iPhone customers, Q2 2010

13. 1 Everyone Has Favourites

14. 2 iPhone App Store is the Benchmark
Other smartphones don’t offer the wide variety, although Android is catching up

15. 2 iPhone App Store is the Benchmark
Other smartphones don’t offer the wide variety, although Android is catching up

16. 2 iPhone App Store is the Benchmark
DiGi iPhone customers download 4x more apps compared to Nokia customers
How many apps have you downloaded in
the last 30 days?
8
4
2
iPhone Blackberry Nokia
SOURCE: Internal survey of new DiGi customers that signed up for smartphone contracts, Q2 2010

17. 2 iPhone App Store is the Benchmark

18. 3 Sell VAS the App Store Way
Replicate the App Store buying experience to sell traditional VAS
• Ease of use
• Single click buying
• Visually appealing

19. 3 Sell VAS the App Store Way
DiGi Store brings 100+ existing VAS into a simple store

20. 3 Sell VAS the App Store Way

21. 4 App Discovery
New customers facing problems in finding the right apps to download
Why have you not downloaded any
apps?
45%
40%
15%
Don't know what to Too many choices Not interested
download
SOURCE: Internal survey of new DiGi iPhone customers that did not download any apps in first 30 days, Q2 2010

22. 4 App Discovery
How do you find the right app amidst the clutter?
SOURCE: Distimo, Mobile World Congress 2010

23. 4 App Discovery
Pushing DiGi recommendations online and via mobile

24. 4 App Discovery

25. 5 Content Discovery
Build your own recommendation services to drive usage of mainstream apps
Alerts

26. 5 Content Discovery

27. 6 WAP Portal Rethink
More customers churning from WAP start page, using App Stores instead

28. 6 WAP Portal Rethink

29. 7 Tool for BTL Activities
Plenty of new ways to use apps to excite customers

30. 7 Tool for BTL Activities

31. 8 Feature Phones Need Some Loving Too
Less emphasis, but find quickest way to capitalise on Apps craze
Majority of Phones are Not
Suitable for Mobile Internet
What’s the % of Smartphones in Your Base?

32. 8 Feature Phones Need Some Loving Too
GetJar is a viable whitelabel solution to drive usage

33. 8 Feature Phones Need Some Loving Too

34. 9 Customers Expecting Fast Downloads
Protecting the network early ahead of the smartphone boom
Big Screen Consumption
Small Screen Consumption

35. 9 Customers Expecting Fast Downloads
Consistent throughput matters most

36. 9 Customers Expecting Fast Downloads

37. 10 Difficult to Justify DiGi Branded Apps
Suppliers overcharging operators & no in-house competencies
Average quoted development cost for a
DiGi branded app
35%
30%
25%
10%
More than Between Between Less than
RM500k RM150k to RM50k to RM50k
RM500k RM150k
SOURCE: Internal survey of recent quotations from vendors to create iPhone apps for DiGi, Q2 2010

38. 10 Difficult to Justify DiGi Branded Apps

41. Summary
Apps Have a Bet on the Right Opportunity for
Positive Effect Smartphones Smart Partnerships
Increased stickiness & iPhones & Androids Operators unlikely to build
Mobile Internet usage showing biggest potential too many apps
for apps
Leverage on existing apps,
marketed through
operators

42. Questions?