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Asia’s Digital Communications Market 08

Asia’s Digital Communications Market 08

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Published by trolai
A Critical Assessment of Asia's Digital Communication Market and that of Vietnam's
A Critical Assessment of Asia's Digital Communication Market and that of Vietnam's

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Published by: trolai on Dec 15, 2008
Copyright:Attribution Non-commercial


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A Strategic Assessment of Asia’sA Strategic Assessment of Asia’sDigital Communications MarketDigital Communications Market
Presented by Quang Ngoc Presented by Quang Ngoc Strategist in CommunicationsStrategist in Communications
Brief OverviewBrief Overview
2007 was remembered as the year the balance tipped.For the first time, Asia Pacific takes the global lead insome key aspects of the digital marketing mix. Both thetotal number of broadband users and market penetrationis highest in Asia Pacific. The region boasts the largestnumber of Internet users, surpassing the US andEurope, and mobile penetration remains higher thananywhere else in the world.According to the latest data from Internet World Stats,36% of the world’s online population now live in Asia.Mobile penetration remains higher than anywhere else inthe world. According to Informa, Hong Kong, Australiaand Taiwan are the world’s top three markets in terms of penetration - the first two with rates exceeding 100%.
An Overview of Asia’s DigitalAn Overview of Asia’s DigitalCommunications Market ContinuedCommunications Market Continued
And for the first time the number of Asian users accessing theInternet over their mobile phones exceeds the entire Internetconnected population of the US.Asia is driving the digital marketing industry too. Merrill Lynchpredicts that global online ad spend will reach US$14.5 billion in2007. That represents an increase of 24% from 2006 - and Asia willbe the driving engine. The highest growth rates for 2007 arepredicted to come from China (50%), Australia (42.6%), SouthKorea (30.5%) and Japan (30%).But the passing of the torch to Asia Pacific is not just about statisticsand the growth of the Web – the region is also at the leading edge of many technologies and marketing techniques, and showing burstsof creative work on par with that found anywhere.From the earliest days of the Internet, Asia Pacific needed to look tothe West to find best practice and fresh ideas. Now the level of thebar internationally is being set in the region.

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