Professional Documents
Culture Documents
adoption in
Vietnam
November 2010
MobiFone 93
Yes
No 48%
Viettel 92
52%
Vinaphone 88
Source: 4
Q73. Are you aware of 3G service for mobile phone?
Q75. Which mobile service provider has provided 3G service?
MobiFone
MobiFone users
users Vinaphone
Vinaphone users
users Viettel
Viettel users
users
(n=466)
(n=466) (n=271)
(n=271) (n=822)
(n=822)
Mobile TV 73 77 75
Video call 72 76 74
Mobile internet 57 68 63
Web surfing 46 35 43
Online music 35 24 27
Pushmail 17 13 15
Mobile broadband 12 8 7 5
Base: Khách hàng có nhận biết về 3G
Q74. Please let me know what service do you know of 3G?
3G penetration
Launched 2009
Launched 2005
126%
Launched 2002 114%
99% Launched 2006
84%
72%
22%
14% 11%
sia
m
ia
SA
na
es
ay
U
et
al
do
Vi
M
In
Mobile penetration
3G Penetration
15-24 years
25-34 years
17% 35-44 years
6%
4% 45-54 years
10% 9%
6%
2% 1%
m
SA
na
U
28%
et
Vi
m
SA
na
Male Female 36%
et
19%
Vi
14%
27% Average
5%
11% High spender
(US$=$61+,
5%
Vietnam=$10+)
am
SA
U
n
et
Vi
m
SA
na
U
et
Vi
USA Data
10
95.9 94.8 95.895.7 95.0 93.8 95.494.7 94.694.495.194.7 93.9 93.2 91.6
90.390.5 89.6 87.7 85.9
83.0 80.080.1 81.1
76.7
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR
'08 '08 '08 '08 '08 '08 '08 '08 '08 '09 '09 '09 '09 '09 '09 '09 '09 '09 '09 '09 '09 '10 '10 '10 '10
12
• Singapore
– Singtel and Starhub have reported sharp increases in data traffic in 2009 and 2010.
– In 1Q10, all of SingTel's promotions were for smartphones.
– 80% of the models that StarHub and M1 stocks for their online customers are
Smartphones. Most (inc. iPhone) are free with data plans.
• Indonesia
– Telkomsel reported 3x more data in 2009 than 2008. XL Axiata reported 2x growth.
– Blackberrys have gained a huge following, especially amongst youths and students.
Driven by social networking, Blackberry Messenger and affordable data rates
(starting from $11 / month).
– Network operators are also considering 3G push with generic Chinese brands
(20%+ market share), especially as Android makes $200 Smartphones possible.
14
87 84
62 62
58 56 55
41
34
30
15
62%
58%
55% Pre-paid penetration
out of all Smartphone
users
Pre-paid penetration
30%
out of all mobile users
23%
17%
10% 9%
5%
% who used Prepaid Post-paid Index Pre- Operator Postpaid ARPU Postpaid ARPU
mobile Internet users users paid to / Prepaid / Prepaid
in last 30 Days Post-paid ARPU: 2008 ARPU: 2010
Italy 13% 20% 0.65 Vodafone Italy 3.6 2.8
17
Source: Nielsen Mobile Insights, Q1 2010
18
19
200
Note: Subscriber: an individual who Note: Includes prepaid, postpaid, and Source: Mobile Media Measurement bill
paid for the service in the given period. all carriers. Does not include off-bill. panel and survey analysis. Extrapolation
from CTIA and Nielsen Mobile universe
estimates
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Mobile Video Penetration is slowly be steadily increasing
USA Data
US Mobile Video Viewers
All Mobile Subscribers (Q1 2010 284,529,844; Q1 2010 Mobile Insights n=63,982)
(In Millions)
20 10.0%
8.8%
8.0%
7.3%
15
6.5% 6.6%
5.8%
6.0%
4.9%
10 4.6% 20.2 Mobile Video Viewers
17.6
15.7 4.0%
15.3
13.4
11.2
5 10.3 Mobile Video Viewer
2.0% Penetration (of all
Mobile Subscribers)
0 0.0%
Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010
21
68%
65%
59%
48% 47%
40% 39%
36%
Q1 2010
Q1 2009
22
*Response specifies you watched Question used: M3811 Source: Nielsen Mobile Video Survey,
without paying a Mobile TV or Video US, Q1 2010 & Q1 2009
subscription fee.
Top mobile Internet sites, China Top mobile Internet sites, Germany
•www.sina.com.cn •www.google.de
•www.baidu.com •www.studivz.net
•www.google.cn •www.wer-kennt-wen.de
•www.ko.cn •www.jappy.de
•news.sohu.com •www.schuelervz.net
•www.xiaonei.com •m.web.de
•www.3g.cn •mobil.spiegel.de
•www.paojiao.com •m.gmx.de
•www.188bet.com •www.lokalisten.de
•www.feiku.com •wap.sport1.de
23
Blackberry App World Store Apple App Store Palm Application Store
Android Market Store Windows Marketplace Store AT&Ts Application Store
Sprints Application Store T-Mobiles Application Store Verizons Application Store
My cell phone provider’s Application Store Handango website Other
Cydia Apps Market Verizon V Cast Apps
24
Base: AT&T (n=1,709), Sprint (n=529), T-Mobile (n=422), Verizon (n=1,238)
Questions used: CQ2C1: Which of the following Source: August 2010 Nielsen App
App Stores do you use most often? Playbook
26
27
T-Mobile UK (Pre-paid)
Booster Cost
29
62%
74%
69% 67% 80%
50%
17% 13%
7% 8% 8%
3%
Feature Phone Smartphone BlackBerry MS Windows Mobile Apple iPhone OS Android OS
Downloaded a Paid App Only in the Past 30 Days Downloaded a Free App Only in the Past 30 Days
Downloaded Both a Paid and a Free App in the Past 30 Days
Wave 2 Base: Feature Phone (n=1,965), Smartphone (n=2,300), BlackBerry (n=623), Microsoft Windows Mobile (n=292),
Apple iPhone OS (n=959), Android OS (n=338)
31
*Caution: Small base size Questions used: CQ3 How many Source: August 2010 Nielsen App
downloads, free or paid for, have you done in Playbook
the past 30 days?
32
33
34
TALKING
MESSAGING
Retired Voice Callers
Senior Basic Followers
Young Utilitarians
DOWNLOADING
Affluent Smartphone
Adopters Young Smartphone
Addicts
36
Page 36
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
By understanding each segment’s…
Lifestage Mobile
Current Current Willingness
and Data and
Mobile Digital to Pay and
Life Device
Data Usage Lifestyle Trade-Offs
Priorities Aspirations
37