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제목 | 싱가포르 모바일 앱 시장동향(2013.11) | ||||||||||||||||||||||
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게시일 | 2015-11-13 | 국가 | 싱가포르 | 작성자 | 오새봄(싱가포르무역관) | ||||||||||||||||||
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작성일자: 2013.11.8 작성자: 싱가포르 무역관 Samantha Ho (samantha@kotra.or.kr)
1. Demand Trend
○ The infocomm industry is a key contributor to Singapore's economy. The presence of a vibrant infocomm industry fuels the growth of other economic activities. In Singapore, revenue growth of the infocomm industry has been on a strong up-trend since 2003. Increasingly, every economic sector in Singapore has been leveraging on infocomm to expand and increase business capabilities and revenues.
○ Singapore is one of the more advanced mobile markets in the world. The high penetration of smartphones along with a tech-savvy population allows businesses to utilize the latest, most sophisticated ad technology to engage.
○ A new survey commissioned by the by the Mobile Marketing Association of Singapore found some striking statistics on Singaporeans and mobiles: - 7.8million mobile phones in Singapore - 150% penetration - 90% of Singapore owns a smartphone, No 1 country in the world - 43% chose mobile over friends - 39% chose mobile over pc/laptop - 60% multitask on mobile while watching TV - 84% check mobile when they wake up in the middle of the night
○ The mobile application marketplace will reach $25 billion by 2015, according to a new report from World Mobile Applications Market, a U.S.-based market research firm. It is yet another confirmation of the huge worldwide trend that is the proliferation of app stores.
○ The mobile application market was $6.8 billion in 2011, the reports says, but will grow steadily over the next four years to reach $25 billion. And out of that $25 billion, Apple's App Store will account for 20.5% of total revenues
○ The report cites a number of factors as contributing to the growth of the mobile application market, which are relevant in Singapore, including the lowered cost mobile data plans, a growing adoption of smartphones, improvements to native applications' usability and the ability for publishers to offer free and low-cost apps supported by ads, among other things. Separately a report from Gartner said that mobile apps will generate $7 billion in 2010, and will grow to $29.5 billion by 2013, while IDC said that the mobile application market would see 10.9 billion downloads in 2010, and 76.9 billion by 2014, and by 2014, the market is expected to generate $35 billion in revenue worldwide. Gartner is forecasting that mobile app revenue will grow five times from $15 billion in 2012 to $70 billion in 2016. Games account for about 70% of global app revenue.
Mobile application market status and market size from 2011 to 2014 expected (Unit: S$ million)
Source: Business Monitor International
Mobile application (paid) purchasing rate(by age, region, gender, IOS, Andriod etc) Source: MediaBuzz, Singapore
Mobile application consumer distribution chart
Mobile application market size for infant and children
Infant and Children Age distribution
2. Competition Trend
○ Mobile applications such as Qoo10, an online purveyor of all things covering fashion, digital, living, food and entertainment, has combined impulse shopping and mobile phones. The retailer reported $15 million in mobile sales across the Asia Pac region by mid-October – a year after launching its mobile application – with Singapore as its fastest-growing market. Of the 700,000 mobile app downloads, Singapore accounted for 64 per cent – or more than 450,000 – of them. That’s one in ten Singaporeans or 1 in 5 females, an incredible ratio.On the sales front, Singapore contributed $5.5 million of the $15 million in total mobile sales – a 37 per cent slice of a pie shared with Qoo10′s markets in Japan, China, Hong Kong, Indonesia and Malaysia.
○ The Singapore market might do only 25,000 daily transactions on average, but it spends far above its weight. Taking into the consideration the national populations, Qoo10 Singapore holds the highest ratio of sales to country size. The Singaporean dedication to shopping manifests itself in the activity on marketplaces and discussions among fellow shoppers.
○ Pinterest, whose mobile application is one of the most popular in Singapore, has transformed the way that people view shopping items in Singapore and the way that people share what they view and act upon it. In a recent survey 70% of respondents said that they turn to Pinterest to get inspiration on what to buy, with just 17% saying they used Facebook for that.
○ Singapore mobile commerce is expected to be worth S$3Billion by 2015. Currently half of all online shoppers are mobile shoppers, according to a Forrester survey and that is growing exponentially. Almost a million Singaporeans made a purchase through a mobile device in 2011 according to the survey and that number is growing dramatically in 2012. Interestingly Singaporeans spent a third more from their tablets than they do on their mobile and they spend on more luxurious items on their tablets such as technology and cars. This suggests that tablet purchases are not on the go and are more thought through. Where do Singaporeans use their mobile to shop? 40% say home, then 18% say the office followed by the MRT and bus.
○ Singaporean smartphone users spend most on fashion (as the example of Q0010 above demonstrates) followed by airline tickets and cinema tickets, books, apps and food and drink come next. Other leisure brands are looking at the success of this to see whether they too could replace people with QR codes. QR Codes are recognized everywhere in Singapore. Virtually half of Singaporeans are aware of them (you would have to be blind to miss them on most retail outlets and most posters and print ads) and half of those have used QR codes for at least 8 transactions usually on books, fashion and computer hardware items.
○ PayPal’s QR code advertising campaign with SMRT which ran from February to April 2012 drove a 5% customer conversion rate, three times higher than a direct email response rate. Showbiz Asia saw huge mobile sales success by offering one for one tickets for Wicked to Singaporean commuters via the same PayPal SMRT QR code campaign which resulted in a five times increase in mobile ticket sales through PayPal as compared to sales for the same period pre campaign.
○ In a different general survey by Google and Sterling Research in 2012 67% of mobile users are more likely to buy a product or use a service on a mobile optimized site. 79% of these visitors will turn to competitors if your site isn’t mobile friendly. Ironically 45% of the Fortune 500 companies do not have mobile optimized sites according to the IAB Survey in June this year. This is both an opportunity for their competitors and an opportunity for them to move fast before it’s too late. Other brands in Singapore that are ahead the mobile game include DBS who in a recent global survey were found to have the 4th best banking apps in the world .
○ The major players in Singapore mobile application market comprise of: (i) Developers and Entrepreneurs (ii) The Telecommunication Companies: SingTel, Starhub, M1 (iii) The Government
(i) Developers and Entrepreneurs - Singapore-made mobile applications in the marketplace include: - Utilities: SG Carparks, SG Buses, BusGuide, NextRide, Zopim, - Information: STOMP Mobile, SG 4D, WeatherLah, CleanLah, ShowNearby, SG Malls - Games & Entertainment: Dino Parade, Galaxy Bunnies, mig33, CarneyVale Showtime
(ii) The Telecommunication Companies: SingTel, Starhub, M1 - SingTel AppZone: a mobile delivery platform for developers to gain immediate access to subscribers http://info.singtel.com/personal/apps-tv/apps#apps-tv - Starhub App Store: Invitation is open to developers to develop and distribute their applications to their subscribers. - M1 AppShop: Allow developers to register and develop applications for subscribers and charge through post paid bill.
(iii) The Government - Digital Concierge: This programme is one of the key programmes in IDA’s 10-year Intelligent Nation Masterplan(iN2015) to help transform the Tourism, Hospitality and Retail sector. This initiative has been enhanced to focus on catalysing the growth of the mobile services ecosystem in Singapore by encouraging more pervasive use of the mobile channel by businesses, starting with those in the Retail and Food & Beverage sectors. Using the mobile channel, businesses are able to reach their customers more effectively through targeted marketing. ICT companies are also able to leverage the common enabling content and functionalities to develop richer variety of mobile services and to build exportable capabilities. As for consumers, they will be able to experience more personalised and varied mobile services. In this Digital Concierge programme allows developers to leverage common enabling content and functionalities to develop a richer and wider variety of mobile services and to build exportable capabilities. The current Digital Concierge enablers include:
· Mobile Location Positioning Enabler The Mobile Location Positioning Enabler is a platform that enables businesses and mobile service developers to develop and deploy operator-neutral location-based services easily. The service will be integrated with the location infrastructure of the mobile telcos in Singapore, reaching consumers irrespective of the network they subscribe to. It provides a single interface for businesses and mobile service developers to gain access to telcos' mobile location positioning capabilities on a user opt-in basis, without compromising privacy. The Mobile Location Positioning Enabler includes software development toolkits, a sandbox development environment and common Application Programming Interfaces which developers can access via a developer portal to help them reduce development time and complexity in deploying location-based services.
· SPH Shared Business Directory The SPH Shared Business Directory contains regularly-updated information on local Retail and Food & Beverage(F&B) businesses which is being offered to interested third-party mobile service developers.
· Places.sg Places.sg is a shared directory service that provides a set of comprehensive and standardised business information on Points-of-Interest(POI) including Retail and F &B outlets. These POIs are updated regularly by a dedicated content team as well as crowd-sourced from both web and mobile users. The service will allow third-party mobile service developers to shorten their time-to-market by leveraging the information on Places.sg using a set of APIs that is available free-of-charge, to develop new mobile services. In addition to providing a standardised set of business information, the service will also allow businesses to rapidly syndicate campaigns, promotions and other information across multiple mobile services.
· Mobi-Sites Enabler The Mobi-Sites Enabler is a platform that offers quick and simple tools for businesses, particularly those in the Retail, and the Food & Beverage(F&B) sectors, to create their own mobile websites without the need for technical or design knowledge, or the infrastructure to support the websites. The platform includes many useful interactive features to help businesses to reach out to their customers, for example: Marketing tools to connect to users of social media sites such as Facebook and Twitter, Mobile commerce and shopping carts, Mobile bookings/reservations, Mobile event calendaring, and Seamless integration with traditional mobile capabilities such as Short Message Service(SMS) and Multimedia Messaging Service(MMS). With the Mobi-Sites Enabler, businesses will be able to easily create and update content through the service's WYSIWYG-enabled (what-you-see-is-what-you-get) online portal. To facilitate content creation, templates are available for different types of businesses in the Retail and F &B sectors. The service will also optimise content delivery to more than 5,000 models of mobile devices with different form factors and operating systems.
○ Mobile Application Preference - For consumers, whether shopping, eating out or catching a movie, applications developed under the Digital Concierge programme have opened up a whole new world of richer and more personalised mobile services for the consumer.
(i) Moobifly MoobiFly is endorsed and supported by Singapore Digital Concierge Programme to enable more businesses in the F &B and retail sectors in Singapore with mobile websites. This helps merchants and consumers to benefit from increasing usage of mobile services. MoobiFly’s powerful Content Management Solution allows contents to be updated in real-time. Latest products, menu, specials, promotions can be showcased, while customers are waiting in line or on the move, all while saving costs on printing and distribution of these materials. Business intelligence is also integrated seamlessly.
(ii) SG Malls SG Malls detects one’s current location and senses the location of malls within close proximity. The user-friendly mobile app contains a comprehensive list of store directories for all 188 local malls, searchable by both name and type of store. A map of each mall helps to navigate mall goers to the store that they are looking for. Information such as phone and fax numbers, unit number, website and opening hours are readily available for mall goers to refer to. SGMalls is available for download on iPhone and Android devices.
3. Retail Pricing Trend & Distribution System
□ Retail Price
○ Consumers in Singapore are willing to pay for mobile applications, with average retail price of S$2.00 to S$3.00. Data reveals 59% of respondents likely to spend an average of up to S$2.00 on great applications, but only 25% likely to spend more than S$3.00 (Source: SMB World Asia)
□ Distribution
○ The mobile channel allows businesses to reach out to their customers more effectively through targeted marketing to drive the consumption of their goods and services. These mobile applications make it easier for businesses to tap on opportunity across all mobile platforms through the following main channels: - App Stores - Google Play - Social Media - Web Page - Telecommunication companies
○ Well-executed applications facilitate interactive action, personal services and offerings, where customers are engaged.
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