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WENBIN WONG

WENBIN91@gmail.com
81988861

I COULD BE YOUR NEXT

ITUNES INTERN FOR THE EMERGING MARKET

YOU NEED SOMEONE TO:
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Discover new music

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Track and curate movies store.

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Support the emerging markets marketing team

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Provide sales analysis

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Create social media plans

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Competitor monitoring and reporting.

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Research, plan, execute and report.

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Support Music, Movies, TV, Books, News and Apps and all the iTunes Gold
I could be the guy for the job!

ABOUT ME
I’m an undergraduate from the School of Communication in NTU, and I’m on
my way to graduating with a first class honors.
I love social and all things digital, and I’m also a tabletop card game designer.
Most importantly, I would like to help Apple bring entertainment to the
consumers through iTunes.
52 weeks with Apple iTunes? It’s like a dream come true!

ABOUT ME
With fingers slightly quivering in anticipation, a
little young ‘un unwrapped the plastic
wrapping around the gleaming white box.
Deftly but carefully, he ran his fingers across
the silver metallic finish of the sleek power
machine.
He knew he was hooked.

ABOUT ME
Like many of your applicants, I have always wanted to work with Apple. But lacking the
tech knowledge to be an Apple engineer, I have been waiting for a chance to support
the team through other business functions.
When I saw the posting and requirements, I was ecstatic.
This is where I can contribute. This is where I can make a difference.

Here are some of my observations on
iTunes and the emerging markets.

OBSERVATIONS : EMERGING MARKETS
1. LE AP-F ROGGI NG

Due to advancements, some emerging markets skip ‘intermediate’ stages of e-payment
development.
For example, some emerging countries (e.g Kenya) have greater mobile payment rates than
developed countries.
Carrier billing has been introduced in some countries like Philippines, but currently not across
many markets yet.

OBSERVATIONS : EMERGING MARKETS
2. N e rv ous opti mi s t

Emerging market consumers are “nervously optimistic”, so instead of seeking low prices, they seek
value justification.
Need for multipurpose, multidimensional design.
With streaming services like Apple Music being offered to emerging countries at lower rates and
higher value, we are seeing a decline in downloads of Singles and Albums. App downloads are
conversely on the rise.

OBSERVATIONS : EMERGING MARKETS
3 . D ATA C O N S U M P T I O N

Data speed and data consumption of streaming services still remains as one of the biggest
factors in emerging markets, unlike in developed markets where an average consumer has
higher data efficiency.

OBSEVRATIONS/THOUGHTS: EMERGING MARKETS
3 . D ATA C O N S U M P T I O N

Examples:
3 hours of work in China and 16 hours of work in India for an average worker = 1GB of data
Cost of a 3MBPS internet plan in Philippines > 6MBPS internet plan in Singapore.
Beyond music offline streaming, are we able to selectively lower the bitrate of the music on Apple
Music/Radio in the emerging markets to encourage adoption?

OBSEVRATIONS: EMERGING MARKETS
3. APP DOW NLOADS

App downloads remains one of the most stable division of iTunes .
Expectedly, the BRIC market have been instrumental in driving download growth as the 4 markets
together contributes to about 30% of app downloads in the world.
Next could be Indonesia, as it leads app download in the world with an 18% share of the world’s app
downloads in 2015 .
Vietnam could be an interesting market to watch as mobile games plays a big part of Vietnam’s culture,
with close to 50% share of game app downloads in 2015.

OBSERVATIONS: iTunes MUSIC
i TUNE S & POW E R MUS I C US E R S
Many power music users in developed countries find that iTunes has
become ill suited as their music management tool:
• Power music users find their meta data on iTunes overridden by
Apple’s database during Match processes.
• “Bloated”
• They expressed that iTunes tend to be slower and cannot handle
music collection as effectively as competitors like Swinsian

THOUGHTS: iTunes Movies
iTUNES

INFRASTRUCTURE

Apple offers Movie

Average internet speed in emerging

purchase/ rental

market is much lower than developed

models, while others

countries.

are offering
subscription based

Downloads might still be going stronger

service.

than streaming as it is relatively more
reliable.
But with the linear relationship between
the internet speeds and video streaming,
how long before streaming becomes the
norm as infrastructure improves?

OBSEVRATIONS : iTunes INSTAGRAM
Some of the current content types:
1. Celebrity ‘Takeovers’ (fundamentally just pictures of the celebrities)
2. New Release (Movies/Music/Book) Teasers
3. Pictures of (Music/Movie/Book) Award shows
4. Celebrity Interviews
5. New Artiste Spotlight (ceased)
6. Celebrity Quotes/Inspiration
Current content can have a more consistent content pillar and image
styles.

@iTunes

THOUGHTS: iTunes INSTAGRAM
1. Apple’s use of social media has always been minimal and
intentional.
2. Perhaps we could have a more streamlined content focusing
on upcoming priority releases (similar to the iTunes tumblr
model) or have curated highlights for retention campaign
3. We could also consider breaking up iTunes IG into smaller
divisions, providing more streamlined or regional content
A thematic feed focused on ebook

Let me show you how my experience
will help me help you
do the awesome things you do!

WHAT I CAN DO
MARKETER

SOCIAL MEDIA

• Strategy Ideation from insights

• Social media planning

• Support client marketing function

• Content creation
• Sentiments monitoring
• Performance reporting
• Worked with APAC audience

COMMUNICATOR
• Communication Coach in NTU

MARKET SCI ENTIST

• Design of digital assets

• Research Assistant in NTU

• Fundamental photo-videography

• Research designing

• Collaborate with external and

• Data collection

internal stakeholders

• Market Research

PLACES I HAVE BEEN

I’m a Research Assistant to an Assoc. Professor in WKW, studying public perception towards immigrants.
I collect data, program surveys and perform basic SPSS and excel functions.
So I’m sensitive to numbers and data accuracy

PLACES I HAVE BEEN

Taking on the role as a Community Manager at
(i) Starcom Media for the SEA Games and
(ii) Havas Media for the ASEAN Para Games
I created content and worked with the APAC market audiences, while
tracking sentiments and monitoring for hot topics

PLACES I HAVE BEEN
As a Social Media Manager, I
(i) Created social media plans,
(ii) Prepared situation analysis report
(iii) Engaged with brands consumer
(iv) Strategize for new social marketing initiatives for brands like Himalayan Waters, Zespri,Samsonite on
projects like the Samsonite Luggage Wall

THINGS I HAVE DONE
I’m one of the 4 co-founders of Homemade
Singapore, a social culinary initiative aimed
at getting youths to learn their family
recipes.
We have been featured on Straits Times,
BusinessTimes, and on outdoor TV spaces
at Somerset 313 and Vivo
You might have seen our viral salted egg
yolk chips on Facebook

WHAT I ‘D LIKE TO G ET OUT OF THIS INTERNSHIP
• A better understanding of how iTunes localize and work with emerging markets
• Get down and dirty with the different aspects of iTunes operation
• Assist the team in co-creating and executing impactful objects
• Develop a greater understanding of the digital scene

THANK YOU FOR YOUR TIME
Contact Me

& let’s do awesome things together

PHONE

E MAI L

81988861

WENBIN91@GMAIL.COM

WEBSITE
https://sg.linkedin.com/in/wongwenbin