INDONESIA HI-TECH & GADGET

2015

Bayu Asmara
Associate Vice President
MarkPlus Indonesia
5 Trends To Watch in 2015

#1 Technology: Faster & Wider Connectivity

#2 Political-Legal: Indonesia Broadband Plan

#3 Economic: Increasing Middle Class Wealth

#4 Social-Cultural: Multi-Screen Experience

#5 Market: The Shifting High Tech Consumer Profile

 #1 The Need for Connectivity

60% Netizens in In rural areas, claimed poor internet coverage

82% Netizens were frustrated by slow connection speeds

Netizens don’t spend as much time online as they would

91% like due to problems with connectivity.

Source: Oredoo Online Survey, 18-30 year old, 1400 respondents

#1 Indonesia Internet Speed Still Behind
#1 Faster Internet On The Way
#1 Wider Internet Coverage On The Way
 #2 Indonesia Broadband Plan 2014-2019

Source: www.mastel.or.id/.../Paparan_Launching%20RPI_Bap...
 #2 Indonesia Broadband Plan 2014-2019
Cakupan Wilayah Layanan:
• E-Learning: Perguruan Tinggi Negeri dan
Swasta di Seluruh Indonesia: 2.429 akses
• E-Health: Rumas Sakit Umum dan Swasta di
Seluruh Indonesia: 1.133 akses
• E-Government: Kantor Pemerintahan Propinsi
dan Kabupaten/Kota di Seluruh Indonesia:
8.363 akses
• E-Logistic: Bandara Udara, Pelabuhan dan
Stasiun di Seluruh Indonesia: 846 akses
• E-Procurement: LPSE Provinsi, Kota dan
Kabupaten: 209 akses

Target Pencapaian:
• Rentang Waktu 2015 sampai dengan 2019
• Diklasifikasikan berdasarkan kepadatan
penduduk
• Prioritas Utama adalah wilayah dengan
kepadatan penduduk terbesar
• Kecepatan sesuai dengan target RPI 2Mbps

Source: www.mastel.or.id/.../Paparan_Launching%20RPI_Bap...
 #2 Indonesia Broadband Plan 2014-2019

Source: www.mastel.or.id/.../Paparan_Launching%20RPI_Bap...
 #3 Indonesia Economic Growth

Source: https://www.cia.gov/library/publications/the-world-factbook/geos/id.html
 #3 Indonesia Economic Growth

Source: World Bank estimates for 2011, PwC estimates for 2050
 #4 Multi-Screen Experience

Indonesian Multi-Screen Behavior

Source: https://www.millwardbrown.com/adreaction/2014/#/main-content
 #4 Multi-Screen Experience

Indonesian uses multi-devices at the They use for correlated issue.

same time.

There’s an opportunity here in

Marketing Area to create an
engaging content.
#4 Multi-Screen Experience
PURCHASE or USE
DEVICES OWNERSHIP
Last 1 Month

52%
1 Person =
5 out of 10 people
1.2 Smartphones
SMARTPHONE

40%
1 Person =
4 out of 10 people
1.1 Televisions
TELEVISION

10%
1 Person =
1 out of 10 people
1.02 Tablets
TABLET
 #5 The Next High Tech Consumer

263 267
256 260
252
236 239 242
233

13 million new
142
122 internet users
91
105 by 2015
75 78 78
63 67
52 58
43 43 50
8 14 24 32

2010 2011 2012 2013 2014 2015P 2016P 2017P 2018P

Indonesia Citizen Internet Users (mio) Netizen (mio)

Source: MarkPlus Insight - Indonesia Netizen Survey 2014, Paper and Pen Interview in 18 cities, 3642respondents
 #5 The Next High Tech Consumer

Source: MarkPlus Insight - Indonesia Netizen Survey 2014, Paper and Pen Interview in 18 cities, 3642respondents
#5 The Next High Tech Consumer
 #5 The Next High Tech Consumer

Source: MarkPlus Insight - Indonesia Netizen Survey 2014, Paper and Pen Interview in 18 cities, 3642respondents
WOW Marketing in the High-Tech
Industry
 The Shifting Customer Path

Aware Appeal Ask Act Advocate

 The Ideal Customer Path

Aware Appeal Ask Act Advocate

Almost all who are

‘Aware’ of a brand
should eventually
‘Advocate’ the brand

People who are

interested (‘Appeal’)
ATTRACTION CURIOSITY COMMITMENT AFFINITY in the brand should
eventually purchase it
(‘Act’)

The number of
customer who ‘Ask’
should not exceed
those who like and
purchase the brand
 Customer Path in the High-Tech Industry
DOOR KNOB TRUMPET FUNNEL

A1 A2 A3 A4 A5 A1 A2 A3 A4 A5 A1 A2 A3 A4 A5

CHARACTERISTICS Appeal > Ask Appeal > Ask Appeal > Ask
Ask < Act Ask > Act Ask > Act
Act > Advocate Act < Advocate Act > Advocate
INDUSTRY Consumer Goods Luxury Goods Ta b l e t ( G a d g e t )
4 - W h e e l Au t o m o t i v e Property
Banking
Cellular operator
CUSTOMER Have prior expectation Highly involved in Focus on functional
BEHAVIOR & preference purchase decision benefits
Have low attachment Have confidence in brand Indifferent towards
towards brand quality brands
WINNING IN THE HIGH-TECH INDUSTRY

Enhance Advocacy With Emotional Branding

Engage Customers Through Multiscreen

Expand the Market By Riding the Wave