SlideShare a Scribd company logo
1 of 26
Download to read offline
The Mobile Consumer
Insights on Asia Pacific Trends Impacting Mobile Momentum and Customer Engagement

A Mobile-Centric World

68%

increase in consumers using their
mobile phone for more activities other
than making calls and texting

65%

rely on their mobile phone to help
manage their lifestyle

55%

Becoming a Mobile Commerce World

46%

purchased products or services

Why?

Use devices on the go
Convenience
Can use mobile device at
any time of the day
Speed

access the Internet via their
mobile daily

What do They Buy?

There are Speed Bumps Along the Way
Entering lots of information 45%
Safety concerns
41%
Lack of network connection 39%

55%
52%
50%
49%

Clothes/footware/other attire 49%
Books/e-books
47%
Telecom bill
46%

84%

want to buy more on their mobile
devices

So What do You Need to do?
Underscoring assurances regarding personal
data security (57%) and create and/or
highlight easy-to-use interfaces (53%) are
the key drivers for increased adoption of
mobile transactions and communications.
70% agree mobile will become an important
payment method

Insights from the Report
Tickets

Those who have purchased tickets by mobile:
Would use mobile more if incentivised by
brands/services
Would like to respond to a promotion or
make use of an offer

Bills

Those who have paid bills by mobile:
Would use mobile more if had more confidence
in mobile security
Would like to research products or make a bank
transfer via mobile

More sophisticated purchases need more complex levers
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Retail

Those who have bought goods by mobile:
Would pay more by mobile if receive regular
order updates or greater choice of payment
methods
Would like to sign up for a service/promotion or
check the status of an order via mobile
The Mobile Consumer

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Insights on Asia Pacific Trends
Impacting Mobile Momentum
and Customer Engagement
Table of Contents
4

Introduction

5	

Devices,	Appetite	and	Use

10	 Maturity,	Lifestyle	and	Work
14	 Preferences	and	Levers
18	 Mobile	Wallet	Oppportunities
22		 Conclusion
25	 Appendix

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

2 / 25
The Mobile Consumer: Findings for Asia Pacific

Creating demand for mobile services relies on
an understanding of mobile user behaviour.
The following report provides marketers in the
mobile industry with insights on the global
trends impacting mobile momentum.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

3 / 25
The Mobile Consumer: Findings for Asia Pacific

Introduction
Regional appetite for different mobile services
and applications varies dramatically, and the
ways in which users transact and communicate
via mobile depends on the activities undertaken.
Cultural, economic and technology norms shape
regional uses of mobile, whilst an array of user
requirements influence preferences towards
appropriate marketing channels, relationships
and incentives as they shop, spend and surf.
In order to make informed marketing decisions
and better understand mobile momentum and
customer engagement across the globe,
SAP commissioned independent research
among mobile users across 4 key regions,
encompassing 17 countries:
• North America (NAM)
• Europe, Middle East and Africa (EMEA)
• Latin America (LATAM)
• Asia Pacific (APAC)
This report will focus in more detail on the
Asia Pacific (APAC) region. For the purpose of
this research, Asia Pacific is comprised of the
following countries:

• China
• India
• Japan
• Australia
Within the APAC region, Japan and Australia have
already reached a level of mobile maturity, yet for
India and China, mobile device use is evolving.
This varied momentum contributes to differences
in mobile ownership, appetite and behaviour.
Growth in smartphone technology and the blur of
social, mobile and traditional marketing channels
has seen users becoming motivated by a range of
complex factors. The greater the sophistication
of mobile use, the greater the sophistication of
consumer needs. As the commercial elements
of mobile interaction continue to take shape,
organisations capitalising on mobile channels
need to balance the advancement of mobile
functionality with these needs. Not all successful
examples of mobility are based on ‘bleeding edge’
innovation. The right service for the right user,
marketed in the right way is a simplistic, yet
appropriate, mantra for marketing strategy in
the mobile sector.

RESEARCH	METHODOLOGY
3,288	interviews	were	conducted	with	adults	aged	18+	who	own	a	mobile	phone	
(basic	or	smartphone)	in	APAC	(China	n=1000,	India	n=1050,	Japan	n=651,	Australia	
n=587).	Respondents	completed	an	online	survey	in	March/April	2013.	Research	
conducted	by	Loudhouse,	an	independent	research	agency	based	in	London.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

4 / 25
The Mobile Consumer: Findings for Asia Pacific

Devices, Appetite and Use
move in the direction of increased channels of
mobile communication.

APAC has the highest penetration of smartphones
globally, with just over three quarters (76%) of
smartphone users interviewed in the survey,
a little higher than the global average of 72%.
However, there is a level of variation across the
APAC sample with ownership in the more mature
markets of Japan (61%) and Australia (69%)
being somewhat lower than in India (74%) and,
in particular, China (92%).
In general, more APAC users turn to their mobile
device throughout the day than is the global
norm. As with all regions, making or receiving
calls is the most popular activity at 79% (rising to
91% in China and 95% in India), followed by
sending or receiving texts (69%). At a secondary
level, over half (55%) use their mobile phone on a
daily basis for general Internet access or to send
or receive emails (53%), highlighting a natural

While daily banking via mobile and buying goods
and services are just above the global level, APAC
users are much more likely than the global average
to use their mobile moderately (a few times a
week or monthly) for banking (37% vs. 29% global)
and buying goods and services (37% vs. 26%
global). Again, these activities are led by India
(38% banking and 39% purchases) and China
(54% for both banking and purchases) in particular.
Figure 1 shows that while online (70%) and in-store
(73%) are the main ways that respondents have
purchased goods and services in the past 12 months,
APAC users are also looking to other channels for
transaction. Purchase via mobile Internet (36%),
via a downloadable app (24%) and via SMS (19%)

Figure	1
Purchasing methods in past 12 months

In store

73%

Online (not via mobile phone)

70%

By mobile phone - via mobile Internet

36%

By telephone call (landline or mobile)

25%

By mobile phone - via a downloadable app

24%

Mail order
By mobile phone - SMS
Don’t know

21%
19%
2%

Net: by mobile phone 46%

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

5 / 25
The Mobile Consumer: Findings for Asia Pacific

are all above the global average. As observed 	
in the sample, this potentially also points to the 	
high smartphone penetration in the region. 	
Nevertheless, there is variation within the 	
region with the emerging economies of China
and India leading the way.

(55%), that it is convenient (52%), can be used
day or night (50%) and is quick (49%) are all key
drivers for further adoption in the APAC region.
Indeed, scores for usage on-the-go and convenience
are both significantly higher than for EMEA and NAM.

As Figure 2 shows, the benefits of communicating
and transacting with organisations via mobile
device for APAC users centre around the compatibility of mobile with their lifestyle. The fact
that consumers can use their mobile on the go

There are, however, some challenges raised by
APAC users when communicating and transacting
with organisations via their mobile, albeit at a
slightly lower level than the global average. The
key issue, cited by 45% of users, is the hassle of
having to enter a lot of personal information

Figure 2
Benefits of mobile interactions

I can use it on the go

55%

It’s convenient

52%

I can use it at any time of the day or night

50%

It’s quick

49%

It’s easy to use

45%

Receiving a quick response to queries

40%

It’s free of charge (no postage, travel or call)

38%

I can store details on my phone for future use

33%

It fits in with my needs and lifestyle

29%

It’s secure

25%

It provides better information than other methods

20%

Other benefits

4%

Don’t know

4%

I don’t think there are any benefits

8%

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

6 / 25
The Mobile Consumer: Findings for Asia Pacific

when transacting and communicating via their
mobile device (Figure 3). Additionally, there are
concerns over safety when using mobile for
purchasing (41%), and also 39% state a potential
lack of access to the Internet at the time of the
transaction. Within the region, there is a slightly
different picture depending on whether the
market is mature or emerging. Safety is more
important in the mature markets of Australia
(43%) and Japan (37%), while the hassle of
entering information is a deterrent for users in
India (48%) and China (54%).
Within the APAC region there appears to be huge
potential for the future of mobile transactions,
with 84% of users expressing an appetite for

buying goods and services using their mobile
phone in the future (Figure 4). This compares
with 82% globally. Half of these users (42%)
have never before used mobile transactions but
would like to do so in the future, and half (42%)
have used their mobile previously to buy goods
and wish to make further purchases with their
mobile. At a lower level, 14% have used their
mobile to buy goods but are not expecting to
use this method in the future.
The interest in future purchases by mobile is
further underpinned by 77% of users agreeing
that organisations should use any available
technology to make life easier for customers.
This is marginally below the global average

Figure	3
Challenges of mobile interactions

Hassle of having to enter a lot of personal information

45%

I don’t think it’s safe

41%

I might not have Internet access at that time

39%

Lack of immediate customer service

33%

The interface is hard to see

27%

I’m not interacting with a human being

23%

I am able to communicate with service providers without my mobile phone

19%

I don’t know how to do it
Another challenge
Don’t know
There are no challenges

14%
7%
6%
7%

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

7 / 25
The Mobile Consumer: Findings for Asia Pacific

of 80% and highlights the extent to which 	
APAC consumers have become used to, and 	
expecting of, increasing sophistication of mobile
connectivity with organisations.
Indeed, users are increasingly willing to hold 	
organisations accountable if they do not meet
service levels and any technological advances 	
in the future should look to also improve

communication and interaction with customers.
As with all regions, the majority of APAC users
(72%) agree that they are often frustrated by 	
automated voice phone systems when they call	
a service provider. Indeed, over half (58%) agree
that they would be willing to switch to a different
provider if they could interact with them better
through their mobile phone. This is slightly higher
than the global average of 54%.

Figure 4
Appetite for purchasing via mobile
Not used mobile 	
to buy goods
and content 2%

Used mobile
to buy goods
and content
14%

Used mobile to buy
goods and want to do it
more 42%

Not used
mobile to
buy goods but
want to 42%

Net: Want to buy goods / more on mobile: 84%

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

8 / 25
The Mobile Consumer: Findings for Asia Pacific

The majority of APAC respondents agree
that they rely on their mobile phone to help
them manage their lifestyle.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

9 / 25
The Mobile Consumer: Findings for Asia Pacific

Maturity, Lifestyle and Work
The emerging markets of India and China show
an enthusiasm for a fast pace of change and the
adoption of more sophisticated transactional 	
activities via their mobile. In contrast, the more
mature markets of Australia and Japan appear
more reticent. This leads to key variations in 	
response by users, and it is crucial for organisations to bear these regional distinctions in mind
when planning marketing activity.

depending on whether the user is a smartphone
owner (49%) or owns a basic mobile (48%).
However, there is variation within the region, with
the emerging markets of India (68%) and China
(54%) showing higher levels of agreement than
the mature countries of Australia (17%) and 	
Japan (22%).

In line with the global view, under half of APAC 	
users agree that they tend to use their mobile
phone more for work than leisure activities. 	
As Figure 5 shows, there is no real difference 	

The majority of APAC respondents agree that
they rely on their mobile phone to help them
manage their lifestyle. There is some difference
due to device type ownership, as highlighted in
Figure 6, with smartphone owners (73%) somewhat more inclined to agree compared to basic

Figure 5
Agreement with statement: 				
“I tend to use my mobile phone more for work than
for leisure activities” by ownership of mobile type

Figure 6
Agreement with statement: 				
“I rely on my mobile phone to help manage 		
my lifestyle”

49%
48%

39%
58%
22%
29%
53%
11%

73%
62%

71%
51%

APAC

EMEA LATAM NAM

APAC

EMEA LATAM

73%
64%
58%
26%

NAM

Smartphone owners

Smartphone owners

Basic mobile phone owners

Basic mobile phone owners

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

10 / 25
The Mobile Consumer: Findings for Asia Pacific

.

compared to the mature markets of Australia
(47%) and Japan (37%).

mobile owners (62%). Again, these figures are
driven by users in the emerging economies of 	
India (80%) and China (75%) which show more
inclination towards reliance on their mobile than
the mature markets of Australia (48%) and 	
Japan (41%).
Two-thirds (68%) of APAC users agree that 	
compared to 12 months ago, they now use their
mobile phone for more activities other than just
making calls and texting, which is above the 	
global average of 63% (Figure 7). This figure is
again clearly driven by the emerging markets of
India (80%) and China (86%) who are enthusiastic
in their adoption of new ways to use their mobile

Nevertheless, while users in the mature APAC
markets of Australia and Japan may not feel they
are overly reliant on their mobile to manage their
lifestyle, they do acknowledge the impact that
not having their mobile would have. Over half
(54%) of Australian users and 72% of Japanese
users agree that having their mobile lost or stolen
would really affect their personal productivity. The
impact is felt even more keenly in the emerging
markets of India (88%) and China (93%) where
the reliance on mobile phones is more evident.

Figure 7
Agreement with statement: “Compared to 12 months ago, I use my mobile phone for more activities other
than making calls and texting/sending”
Emerging mobile markets
87%

86%

84%

83%

80%

Developing mobile markets
74%

69%

67%

66%

63%

63%

Mature, saturated mobile markets
50%

47%

47%

44%

38%

37%
APAC
68%

Mexico China

Chile

Saudi
Arabia

India

South
Africa

Egypt Colombia Russia

Brazil

Spain

UK Australia France Germany USA

Japan

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

11 / 25
The Mobile Consumer: Findings for Asia Pacific

There are many factors that underpin
trends within the APAC region, and they can
be summarised into three key areas:
• Economy: More rapid GDP growth and relative
consumer momentum in India and China
compared to the mature markets of Australia
and Japan
• Infrastructure: Mobile network and mobile
Internet services outperform legacy telecoms
infrastructure in the emerging countries
• Device Culture: Basic handset use and
transactional SMS services are more prevalent
in India and China as they adopt new services
at a faster pace

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

12 / 25
The Mobile Consumer: Findings for Asia Pacific

Consumers across the globe have witnessed
simultaneously an increase in the sophistication
of mobile devices available and an increase in
the complexity and variety of transactions that
can be made via mobile.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

13 / 25
The Mobile Consumer: Findings for Asia Pacific

.

Preferences and Levers
Consumers globally have seen an increase in
the sophistication of mobile devices available
with a corresponding rise in the complex nature
and scope of transactions that mobile now
enables. Figure 8a groups various types of mobile
purchases into three distinct categories: Tickets,
Bills and Retail. These groups represent a spectrum
of purchase complexity and motivations:
• Tickets: simple purchases of paper or virtual
tokens that provide access to a service or event
• Bills: mandatory payments for goods or
service already received or utilised
• Retail: physical items purchased and commonly
dispatched by post

Within the APAC region, users engage with a
variety of transaction complexities. Those who
choose to purchase using their mobile are most
likely to buy clothes (49%), purchase books or
e-books (47%) or pay their telecom bills (46%)
(Figure 8b).
However, there are some distinct differences in
the purchase activities undertaken across the
region. Chinese users have adopted their mobile
device as a channel for transactions with some
enthusiasm and they are just as likely to purchase
groceries (61%) as they are to buy clothes (61%)
or pay telecoms bills (61%). Indian users are
almost equal in their enthusiasm and are most
likely to purchase tickets for travel (62%), buy

Figure	8a
Drivers for different purchase types using mobile

Tickets

Bills

Retail

• Would use mobile more

• Would use mobile more if had

• Would pay more by mobile if receive

Those who have purchased
tickets by mobile:

Those who have paid bills
by mobile:

Those who have bought goods
by mobile:

if incentivised by brands/

more confidence in mobile

regular order updates or greater choice

services

security

of payment methods

• Would like to respond to

• Would like to research products

• Would like to sign up for a service/

a promotion or make use

or make a bank transfer via

promotion or check the status of an

of an offer

mobile

order via mobile

More sophisticated purchases need more complex levers

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

14 / 25
The Mobile Consumer: Findings for Asia Pacific

.

In part, these national variations are down to the
maturity of the market and the higher level of 	
engagement witnessed in emerging markets. 	
In part, it will be a feature of the national culture.
As such, it is key that organisations look to 	
understand any national characteristics. One
market is not the same as another, and there are
variations within mature and emerging markets.

entertainment services (54%) and pay telecoms
bills (51%).
The more mature markets of Japan and Australia
are more restrained in their adoption of mobile
transactions generally, yet there are some activities
they feel more comfortable with. Japanese users
are likely to buy groceries (40%), purchase
books and e-books (39%) or buy clothes and
other attire (27%) via mobile, while Australian 	
users choose to buy entertainment services
(36%) and purchase books and e-books (29%).

Various marketing levers to encourage mobile
use were evaluated against each purchase type in
order to understand user preferences for factors

Figure 8b
Purchase types using mobile

Clothes/footware/other attire

49%

Books/e-books

47%

Telecom bill (e.g. phone, Internet)

46%

Groceries/food

33%

Entertainment (e.g. cinema, theatre)

45%
44%

Tickets for travel/transport

44%

Music downloads (e.g. iTunes)

42%

Utility bills (e.g. water, electricity)

34%

Electronic appliances

31%

Travel/holidays

26%

Home furniture/goods

19%

Jewellery

11%

Other

11%

Don’t know

2%

Tickets

Bills

Retail

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

15 / 25
The Mobile Consumer: Findings for Asia Pacific

such as prompts or characteristics of the operating
environment. Findings from this evaluation 	
describe a relationship between purchase ‘drivers’
and purchase types that aligns the complexity of
what is paid for with a sophistication of the journey
to the item or service itself.

In line with global thinking, 67% of APAC users
agree that a greater choice of payment methods
would encourage them to make a purchase from
an organisation or retailer (vs. 64% globally).
Again, it is the emerging markets of China (70%)
and India (81%) that drive this level of agreement,
with the mature markets of Australia (49%) and
Japan (56%) being more reserved.

67% of APAC users agree that a 		
greater choice of payment methods
would encourage them to make a 		
purchase from an organisation 		
or retailer. 		

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

16 / 25
The Mobile Consumer: Findings for Asia Pacific

There is general agreement in the region (70%)
with the view that mobile phones will be more
important as a payment method in the future.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

17 / 25
The Mobile Consumer: Findings for Asia Pacific

.

Mobile Wallet Opportunities
Figure 9 shows that checking usage data for the
users mobile phone account, checking the status
of an order and researching products, prices and
tariffs are activities that APAC users would like to
do via their mobile phone and which they feel are
relatively easy to accomplish currently. Users
carry out these simple tasks on a frequent basis,
yet they would like to be able to complete more
sophisticated and multi-faceted actions. However,
activities such as paying a bill or making a bank

transfer are believed to be much more complex
and difficult to achieve through mobile, but
there is a high level of demand to undertake
these tasks.
In line with global opinion, there is general
agreement in the region (70%) with the view
that mobile phones will be more important as
a payment method in the future. This figure
rises to 76% in China and 84% in India.

Figure	9
Opportunities – ease of mobile interactions vs. demand for mobile interactions

Would like to do more of via mobile

More
demand

Checking the
status of an
order
Paying a bill
Making a bank transfer

Buying goods

Checking usage or submitting
usage data for utilities

Paying money to a
friend or family
member

Researching products,
prices or tariffs

Checking usage data
for my mobile phone
account

Communicating with a customer
service department

Signing up for a service
or promotion 
Responding to a
promotion or making
use of an offer

Changing contact details or personal information

Entering a competition
Setting up a new account

Less
demand
Hard

Ease of doing on mobile phone

Easy

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

18 / 25
The Mobile Consumer: Findings for Asia Pacific

.

Furthermore, APAC users believe that once they
gain confidence in mobile security (54%) and 	
assurance in how to use their mobile device as a
payment method (40%), they will increase their
mobile payment activity. Indeed, as Figure 10
also shows, assurances about personal data 	
security (57%) and an easy-to-use interface
(53%) are the key drivers for increased adoption
of mobile transactions and communications in
APAC markets. At a secondary level, free Wi-Fi 	

Internet access being available in more places
(51%) and receiving discounts, offers and coupons
(48%) are also important drivers towards 	
increased mobile purchasing and interactions.
The demand for further enhanced yet simpler
transaction capabilities by mobile is highlighted
in user expectations of a ‘mobile wallet’. APAC 	
users expect to be able to pay a bill (54%), buy
goods online (53%) and use it as a means to

Figure 10
Drivers to communicate/transact more via mobile phone

Assurances about personal data security

57%

Easy-to-use interface

53%

Free wifi Internet access in more places

51%

Receiving discounts, offers or coupons

48%

Instant/real-time help available

42%

More shops and retailers offering mobile communications

34%

More information on how it works

33%

More mobile phones on the market that enable sophisticated communications

29%

Knowing that someone is personally helping you
Something else
Don’t know
Nothing would encourage me

25%
7%
4%
11%

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

19 / 25
The Mobile Consumer: Findings for Asia Pacific

While there is potential for growing complexity
in mobile transactional offerings, the importance
of personal and data security and ease of use
should not be overlooked by organisations at
any point in the innovation process, as these
are the ultimate drivers for future take-up of
mobile products and services.

check their bank balance (52%) (Figure 11). 	
Within the region, users in China, India and
also Australia were more decisive on what 	
they expected from the mobile wallet, with
views from Japanese users at a somewhat
lower level.

Figure 11
Expectations of a mobile wallet

Pay a bill

54%

Buy goods online

53%

Check my bank balance

52%

Make a bank transfer

47%

Check the status of an order

43%

Buy goods costing a small amount

42%

Buy goods in a shop

40%

Research products, prices or tarrifs

39%

Choice to pay with a variety of payment methods or cards

38%

Pay money to a friend or family member

38%

Check usage data for my mobile phone account

38%

Check usage or submit usage data for utilities

37%

Top up mobile phone credit

35%

Communicate with a customer service department

31%

Enable me to use loyalty cards

30%

Sign up for a service or promotion

29%

Respond to a promotion or make use of an offer

28%

Change contact details or personal information

27%

Share contact details with friends or family

27%

Set up a new account

23%

Enter a competition

22%

Buy goods costing a large amount
None of these
Don’t know

21%
8%
7%

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

20 / 25
The Mobile Consumer: Findings for Asia Pacific

On its current trajectory, mobile occupies a
tempting combination of loyalty card, cash,
research tool, location tracker and credit card.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

21 / 25
The Mobile Consumer: Findings for Asia Pacific

.

Conclusion
The commitment to mobile as a recognised
‘transactional device’ changes both the marketing
potential and data capabilities offered by mobile
services. On its current trajectory, mobile occupies
a tempting combination of loyalty card, cash,
research tool, location tracker and credit card.
This transition raises the stakes for organisations
marketing and connecting to customers either
exclusively via mobile or as part of a multichannel mix.
Brand loyalty becomes essential as any business
on the mobile browser has the potential to own
the customer relationship and all service providers
now compete for mindshare in a space that was
once the exclusive domain of telecoms businesses.
The research points to five key elements that
should inform CMO thinking to best tackle the
challenges that lay ahead.
The	Pace	of	Change
The Mobile Consumer research survey shows an
international mobile user community running at
different speeds, maturing at different rates and
presenting different opportunities, creating
marketing complexity.

Within the APAC region, the emerging economies
of India and China are more enthusiastic about a
mobile future and make an explicit link between
increasing mobility and its impact on their lives.

They are less reliant on leading edge technology
to drive behaviour, and are eager to try new things.
The more mature APAC economies of Japan and
Australia are less impulsive and appear somewhat
indifferent to the mobile pace and potential.
Nevertheless, these markets acknowledge the
importance and benefit of more integrated,
easier-to-use yet sophisticated mobile products
and services.
Adoption	Options
‘Macro-momentum’ may differ across the APAC
region, but the research also shows that users
express preferences around the functionality and
models of engagement based on the type of
mobile activity they undertake. Checking a train
time is about ease of use, buying the ticket is
about speed and security, while reserving a hotel
room or buying a travel case for the journey
online requires various kinds of prompts and
assurances: payment choice, status checking,
incentives and customer service.
Opportunity	Optimisation	
Users enjoy undertaking simple informationbased activities as they are easy and, in return,
convenient to do. Yet complex functionality
brings with it practical challenges. A significant
opportunity exists for mobile service providers
and brands to capitalise upon. Providers should
understand that users now expect to be able to

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

22 / 25
The Mobile Consumer: Findings for Asia Pacific

.

engage at a higher level, and they seek to do so
simply and effectively. Providers are tasked with
meeting and exceeding these expectations.

transactional data security while retaining a 	
simple and easy to use format will be crucial 	
in underpinning any future rise in consumer 	
purchase take-up.

Simple Mobility
Simplicity forms the basis of why users embrace
mobile technology – adoption of services is 	
accelerated by ease of use. Simplicity brings 	
with it convenience, and this in turns creates
benefits for users. However these benefits can 	
be compromised by unwanted complexity and
security threats. The mobile industry should seek
to minimise, or at least appease, such concerns
going forward. In practice, a careful balance
needs to be maintained. Whilst simple functionality
is fundamental, if security is the source of complexity
issues, it is often a necessary price to pay.

Smartphone to Smart Services
As the level of device sophistication starts to 	
become commonplace, a transition from focusing
on ‘device tech’ to service becomes more apparent.
As a result, consumers will be increasingly 	
influenced by service excellence over technology
sophistication. This places pressure on the 	
marketing and operational infrastructure of 	
business selling and providing services via 	
mobile – technology companies have to become
more ‘service-centric’ and service businesses
(banks, retailers, etc.) have to adapt to working in
a complex mobile environment. As the landscape
transforms, brands must understand their 	
customers better in order to fully realise and 	
capitalise on the customer relationship. By doing
so, mobile providers and brands will be better
placed to engage users and create higher value
services in the future.

Within the APAC market, both security and an
easy to use interface are shown as key drivers to
increased adoption of further mobile transaction.
Assurances around personal information and

Brands must understand their customers
better in order to fully realise and capitalise
on the customer relationship.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

23 / 25
The Mobile Consumer: Findings for Asia Pacific

.

Consumers will be increasingly
influenced by service excellence
over technology sophistication.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

24 / 25
Appendix

Research Methodology
3,288 interviews were conducted with adults 	
aged 18+ who own a mobile phone (basic or
smartphone) in APAC (China n=1000, India
n=1050, Japan n=651, Australia n=587). 		
Respondents completed an online survey in
March/April 2013. Research conducted by 	
Loudhouse, an independent research agency
based in London.

About Loudhouse
As part of Octopus Group, Loudhouse is one of
the UK’s leading performance and influencer 	
marketing agencies, working with blue chip clients
in technology, business services, finance and 	
retail sectors.

For more information, go to loudhouse.co.uk
About SAP
As the market leader in enterprise application
software, SAP (NYSE: SAP) helps companies of
all sizes and industries run better. From back 	
office to boardroom, warehouse to storefront,
desktop to mobile device, SAP empowers people
and organisations to work together more efficiently
and use business insight more effectively to stay
ahead of the competition. SAP applications and
services enable more than 195,000 customers to 	
operate profitably, adapt continuously, and grow
sustainably around the world.

For more information, go to sap.com

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

More Related Content

What's hot

Digital Economy in Indonesia: Prospect, Challenges, and Research Agenda
Digital Economy in Indonesia: Prospect, Challenges, and Research AgendaDigital Economy in Indonesia: Prospect, Challenges, and Research Agenda
Digital Economy in Indonesia: Prospect, Challenges, and Research AgendaWirawan Agahari
 
Catch and Keep Digital Shoppers - How To Deliver Retail Their Way
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayCatch and Keep Digital Shoppers - How To Deliver Retail Their Way
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayHiten Sethi
 
201401 Accenture Digital-Consumer-Tech-Survey-2014
201401 Accenture Digital-Consumer-Tech-Survey-2014201401 Accenture Digital-Consumer-Tech-Survey-2014
201401 Accenture Digital-Consumer-Tech-Survey-2014Francisco Calzado
 
Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising
Reach Your Target Audiences, Strategies and Technologies in Mobile AdvertisingReach Your Target Audiences, Strategies and Technologies in Mobile Advertising
Reach Your Target Audiences, Strategies and Technologies in Mobile AdvertisingVivastream
 
Banking On Mobile - Getting Ready for 2016
Banking On Mobile -  Getting Ready for 2016Banking On Mobile -  Getting Ready for 2016
Banking On Mobile - Getting Ready for 2016Swrve_Inc
 
1033 Always on Trade_Report_FA_DIGITAL.PDF
1033 Always on Trade_Report_FA_DIGITAL.PDF1033 Always on Trade_Report_FA_DIGITAL.PDF
1033 Always on Trade_Report_FA_DIGITAL.PDFPenny Blake
 
HOW WE WILL PAY
HOW WE WILL PAYHOW WE WILL PAY
HOW WE WILL PAYRomana Hai
 
A Quick Guide To Understand Indonesian E-Commerce Consumer
A Quick Guide To Understand Indonesian E-Commerce ConsumerA Quick Guide To Understand Indonesian E-Commerce Consumer
A Quick Guide To Understand Indonesian E-Commerce ConsumerPetra Dharma Anderson
 
Google Consumer Barrometer 2015 (Australia)
Google Consumer Barrometer 2015 (Australia)Google Consumer Barrometer 2015 (Australia)
Google Consumer Barrometer 2015 (Australia)Reef Digital Agency
 
Consumer Mobile Insights On Retail
Consumer Mobile Insights On RetailConsumer Mobile Insights On Retail
Consumer Mobile Insights On RetailSumit Roy
 
Accenture interactive: Cutting across the CMO - CIO divide - infographic
Accenture interactive: Cutting across the CMO - CIO divide - infographicAccenture interactive: Cutting across the CMO - CIO divide - infographic
Accenture interactive: Cutting across the CMO - CIO divide - infographicruttens.com
 
Uk data disruption_digital_consumer_report
Uk data disruption_digital_consumer_reportUk data disruption_digital_consumer_report
Uk data disruption_digital_consumer_reportmohersi
 
E commerce on Social Media - Philippines 2014
E commerce on Social Media - Philippines 2014E commerce on Social Media - Philippines 2014
E commerce on Social Media - Philippines 2014Techglimpse
 
Indonesia ecommerce 2012
Indonesia ecommerce 2012Indonesia ecommerce 2012
Indonesia ecommerce 2012Jason Wuysang
 
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...ijtsrd
 
Mobileusageresearchfinal
MobileusageresearchfinalMobileusageresearchfinal
MobileusageresearchfinalIsabelle Jones
 
State of Mobile Commerce 2014 (Sucharita Mulpuru)
State of Mobile Commerce 2014 (Sucharita Mulpuru)State of Mobile Commerce 2014 (Sucharita Mulpuru)
State of Mobile Commerce 2014 (Sucharita Mulpuru)Monetate
 

What's hot (20)

Mobile Banking: The New American Addiction
Mobile Banking: The New American AddictionMobile Banking: The New American Addiction
Mobile Banking: The New American Addiction
 
Digital Economy in Indonesia: Prospect, Challenges, and Research Agenda
Digital Economy in Indonesia: Prospect, Challenges, and Research AgendaDigital Economy in Indonesia: Prospect, Challenges, and Research Agenda
Digital Economy in Indonesia: Prospect, Challenges, and Research Agenda
 
Catch and Keep Digital Shoppers - How To Deliver Retail Their Way
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayCatch and Keep Digital Shoppers - How To Deliver Retail Their Way
Catch and Keep Digital Shoppers - How To Deliver Retail Their Way
 
Financial Services Digital Trends 2019
Financial Services Digital Trends 2019Financial Services Digital Trends 2019
Financial Services Digital Trends 2019
 
201401 Accenture Digital-Consumer-Tech-Survey-2014
201401 Accenture Digital-Consumer-Tech-Survey-2014201401 Accenture Digital-Consumer-Tech-Survey-2014
201401 Accenture Digital-Consumer-Tech-Survey-2014
 
Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising
Reach Your Target Audiences, Strategies and Technologies in Mobile AdvertisingReach Your Target Audiences, Strategies and Technologies in Mobile Advertising
Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising
 
Banking On Mobile - Getting Ready for 2016
Banking On Mobile -  Getting Ready for 2016Banking On Mobile -  Getting Ready for 2016
Banking On Mobile - Getting Ready for 2016
 
1033 Always on Trade_Report_FA_DIGITAL.PDF
1033 Always on Trade_Report_FA_DIGITAL.PDF1033 Always on Trade_Report_FA_DIGITAL.PDF
1033 Always on Trade_Report_FA_DIGITAL.PDF
 
HOW WE WILL PAY
HOW WE WILL PAYHOW WE WILL PAY
HOW WE WILL PAY
 
A Quick Guide To Understand Indonesian E-Commerce Consumer
A Quick Guide To Understand Indonesian E-Commerce ConsumerA Quick Guide To Understand Indonesian E-Commerce Consumer
A Quick Guide To Understand Indonesian E-Commerce Consumer
 
Google Consumer Barrometer 2015 (Australia)
Google Consumer Barrometer 2015 (Australia)Google Consumer Barrometer 2015 (Australia)
Google Consumer Barrometer 2015 (Australia)
 
Consumer Mobile Insights On Retail
Consumer Mobile Insights On RetailConsumer Mobile Insights On Retail
Consumer Mobile Insights On Retail
 
Accenture interactive: Cutting across the CMO - CIO divide - infographic
Accenture interactive: Cutting across the CMO - CIO divide - infographicAccenture interactive: Cutting across the CMO - CIO divide - infographic
Accenture interactive: Cutting across the CMO - CIO divide - infographic
 
Uk data disruption_digital_consumer_report
Uk data disruption_digital_consumer_reportUk data disruption_digital_consumer_report
Uk data disruption_digital_consumer_report
 
E commerce on Social Media - Philippines 2014
E commerce on Social Media - Philippines 2014E commerce on Social Media - Philippines 2014
E commerce on Social Media - Philippines 2014
 
Preview Customer service survey 2017
Preview Customer service survey 2017 Preview Customer service survey 2017
Preview Customer service survey 2017
 
Indonesia ecommerce 2012
Indonesia ecommerce 2012Indonesia ecommerce 2012
Indonesia ecommerce 2012
 
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...
 
Mobileusageresearchfinal
MobileusageresearchfinalMobileusageresearchfinal
Mobileusageresearchfinal
 
State of Mobile Commerce 2014 (Sucharita Mulpuru)
State of Mobile Commerce 2014 (Sucharita Mulpuru)State of Mobile Commerce 2014 (Sucharita Mulpuru)
State of Mobile Commerce 2014 (Sucharita Mulpuru)
 

Viewers also liked

eMarketer Webinar: How Mobile Is Transforming the Path to Purchase
eMarketer Webinar: How Mobile Is Transforming the Path to PurchaseeMarketer Webinar: How Mobile Is Transforming the Path to Purchase
eMarketer Webinar: How Mobile Is Transforming the Path to PurchaseeMarketer
 
xAd Mobile Path to Purchase Retail Final 2013
xAd Mobile Path to Purchase Retail Final 2013xAd Mobile Path to Purchase Retail Final 2013
xAd Mobile Path to Purchase Retail Final 2013Evident Presence
 
Insights into the App Economy in MENA
Insights into the App Economy in MENAInsights into the App Economy in MENA
Insights into the App Economy in MENAOn Device Research
 
Kantar Compete - the consumer path to purchase
Kantar Compete - the consumer path to purchaseKantar Compete - the consumer path to purchase
Kantar Compete - the consumer path to purchaseMediaCom Edinburgh
 
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...SL Ecommerce and ReviewsReputation.com
 
Mapping the Millennial Path to-Purchase - CRC 2016
Mapping the Millennial Path to-Purchase - CRC 2016Mapping the Millennial Path to-Purchase - CRC 2016
Mapping the Millennial Path to-Purchase - CRC 2016Brandon Shockley
 
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...Slides for Expedia Media Solutions webinar: Insights into the booking paths o...
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
 

Viewers also liked (7)

eMarketer Webinar: How Mobile Is Transforming the Path to Purchase
eMarketer Webinar: How Mobile Is Transforming the Path to PurchaseeMarketer Webinar: How Mobile Is Transforming the Path to Purchase
eMarketer Webinar: How Mobile Is Transforming the Path to Purchase
 
xAd Mobile Path to Purchase Retail Final 2013
xAd Mobile Path to Purchase Retail Final 2013xAd Mobile Path to Purchase Retail Final 2013
xAd Mobile Path to Purchase Retail Final 2013
 
Insights into the App Economy in MENA
Insights into the App Economy in MENAInsights into the App Economy in MENA
Insights into the App Economy in MENA
 
Kantar Compete - the consumer path to purchase
Kantar Compete - the consumer path to purchaseKantar Compete - the consumer path to purchase
Kantar Compete - the consumer path to purchase
 
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
Google Automotive Think Insights - Digital Drives Car Researches and Auto Pur...
 
Mapping the Millennial Path to-Purchase - CRC 2016
Mapping the Millennial Path to-Purchase - CRC 2016Mapping the Millennial Path to-Purchase - CRC 2016
Mapping the Millennial Path to-Purchase - CRC 2016
 
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...Slides for Expedia Media Solutions webinar: Insights into the booking paths o...
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...
 

Similar to SAP Mobile Consumer Survey Report_APAC

Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhMobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
 
Mobility Survey Belgium
Mobility Survey BelgiumMobility Survey Belgium
Mobility Survey Belgiumruttens.com
 
Adobe Mobile Consumer Survey 2014
Adobe Mobile Consumer Survey 2014Adobe Mobile Consumer Survey 2014
Adobe Mobile Consumer Survey 2014Ray Pun
 
2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTargetPhilippe Dumont
 
2014 Mobile Behavior Report
2014 Mobile Behavior Report2014 Mobile Behavior Report
2014 Mobile Behavior ReportCuong Pham
 
Mobile Behavior Report (Exact Target, August 2014)
Mobile Behavior Report (Exact Target, August 2014)Mobile Behavior Report (Exact Target, August 2014)
Mobile Behavior Report (Exact Target, August 2014)Pub Payments
 
Salesforce / Etmc: 2014 US mobile behavior report July 2014
Salesforce / Etmc: 2014 US mobile behavior report July 2014Salesforce / Etmc: 2014 US mobile behavior report July 2014
Salesforce / Etmc: 2014 US mobile behavior report July 2014Brian Crotty
 
2014 Mobile Behavior Report- White Paper
2014 Mobile Behavior Report- White Paper2014 Mobile Behavior Report- White Paper
2014 Mobile Behavior Report- White PaperSam Capra ☁️
 
2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud
2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud
2014 Mobile Behavior Report By Sales Force ExactTarget Marketing CloudSL Ecommerce and ReviewsReputation.com
 
EY_Utilization of mobile devices in Romania_ALL
EY_Utilization of mobile devices in Romania_ALLEY_Utilization of mobile devices in Romania_ALL
EY_Utilization of mobile devices in Romania_ALLConstantin Magdalina
 
Nielsen global mobile report
Nielsen global mobile reportNielsen global mobile report
Nielsen global mobile reportElif Terzi Tezel
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesJim Nichols
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesConversant, Inc.
 
2016-Digital-Consumer-View-Asia-Report-Experian.PDF
2016-Digital-Consumer-View-Asia-Report-Experian.PDF2016-Digital-Consumer-View-Asia-Report-Experian.PDF
2016-Digital-Consumer-View-Asia-Report-Experian.PDFRoy Chan
 
Circumventing the mobile-maze
Circumventing the mobile-mazeCircumventing the mobile-maze
Circumventing the mobile-mazeSumit Roy
 
Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa Vserv
 
Scaling mobile for development harness the oppurtunity in the developing world
Scaling mobile for development harness the oppurtunity in the developing worldScaling mobile for development harness the oppurtunity in the developing world
Scaling mobile for development harness the oppurtunity in the developing worldGSMA Mobile for Development
 
Tiemarketingonline x ad_mobile_path_to_purchase_retail_final
Tiemarketingonline x ad_mobile_path_to_purchase_retail_finalTiemarketingonline x ad_mobile_path_to_purchase_retail_final
Tiemarketingonline x ad_mobile_path_to_purchase_retail_finalhttp://vntseafood.com
 
Making mobile matter
Making mobile matterMaking mobile matter
Making mobile matterWarply
 

Similar to SAP Mobile Consumer Survey Report_APAC (20)

Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhMobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh
 
Mobility Survey Belgium
Mobility Survey BelgiumMobility Survey Belgium
Mobility Survey Belgium
 
Adobe Mobile Consumer Survey 2014
Adobe Mobile Consumer Survey 2014Adobe Mobile Consumer Survey 2014
Adobe Mobile Consumer Survey 2014
 
2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget
 
2014 Mobile Behavior Report
2014 Mobile Behavior Report2014 Mobile Behavior Report
2014 Mobile Behavior Report
 
Mobile Behavior Report (Exact Target, August 2014)
Mobile Behavior Report (Exact Target, August 2014)Mobile Behavior Report (Exact Target, August 2014)
Mobile Behavior Report (Exact Target, August 2014)
 
Salesforce / Etmc: 2014 US mobile behavior report July 2014
Salesforce / Etmc: 2014 US mobile behavior report July 2014Salesforce / Etmc: 2014 US mobile behavior report July 2014
Salesforce / Etmc: 2014 US mobile behavior report July 2014
 
2014 Mobile Behavior Report- White Paper
2014 Mobile Behavior Report- White Paper2014 Mobile Behavior Report- White Paper
2014 Mobile Behavior Report- White Paper
 
2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud
2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud
2014 Mobile Behavior Report By Sales Force ExactTarget Marketing Cloud
 
EY_Utilization of mobile devices in Romania_ALL
EY_Utilization of mobile devices in Romania_ALLEY_Utilization of mobile devices in Romania_ALL
EY_Utilization of mobile devices in Romania_ALL
 
Nielsen global mobile report
Nielsen global mobile reportNielsen global mobile report
Nielsen global mobile report
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutes
 
Understand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutesUnderstand the cross-device consumer in just 15 minutes
Understand the cross-device consumer in just 15 minutes
 
2016-Digital-Consumer-View-Asia-Report-Experian.PDF
2016-Digital-Consumer-View-Asia-Report-Experian.PDF2016-Digital-Consumer-View-Asia-Report-Experian.PDF
2016-Digital-Consumer-View-Asia-Report-Experian.PDF
 
Circumventing the mobile-maze
Circumventing the mobile-mazeCircumventing the mobile-maze
Circumventing the mobile-maze
 
Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa Mobile Internet Consumer Report 2013 - Africa
Mobile Internet Consumer Report 2013 - Africa
 
Scaling mobile for development harness the oppurtunity in the developing world
Scaling mobile for development harness the oppurtunity in the developing worldScaling mobile for development harness the oppurtunity in the developing world
Scaling mobile for development harness the oppurtunity in the developing world
 
Tiemarketingonline x ad_mobile_path_to_purchase_retail_final
Tiemarketingonline x ad_mobile_path_to_purchase_retail_finalTiemarketingonline x ad_mobile_path_to_purchase_retail_final
Tiemarketingonline x ad_mobile_path_to_purchase_retail_final
 
Uk Mobile Commerce Report
Uk Mobile Commerce ReportUk Mobile Commerce Report
Uk Mobile Commerce Report
 
Making mobile matter
Making mobile matterMaking mobile matter
Making mobile matter
 

More from SAP Asia Pacific

Why Companies Need New Approaches for Faster Time-to-Insight
Why Companies Need New Approaches for Faster Time-to-Insight Why Companies Need New Approaches for Faster Time-to-Insight
Why Companies Need New Approaches for Faster Time-to-Insight SAP Asia Pacific
 
Australian Digital Experience Report
Australian Digital Experience ReportAustralian Digital Experience Report
Australian Digital Experience ReportSAP Asia Pacific
 
SAP HANA Use Cases in 27 Industries
SAP HANA Use Cases in 27 IndustriesSAP HANA Use Cases in 27 Industries
SAP HANA Use Cases in 27 IndustriesSAP Asia Pacific
 
IT Simplification with the SAP HANA Platform
IT Simplification with the SAP HANA PlatformIT Simplification with the SAP HANA Platform
IT Simplification with the SAP HANA PlatformSAP Asia Pacific
 
The New SAP Simon Dale, Mastering SAP: Enabling digital transformation
The New SAP Simon Dale, Mastering SAP: Enabling digital transformationThe New SAP Simon Dale, Mastering SAP: Enabling digital transformation
The New SAP Simon Dale, Mastering SAP: Enabling digital transformationSAP Asia Pacific
 
Future of Business: What Does It Mean for CMOs
Future of Business: What Does It Mean for CMOsFuture of Business: What Does It Mean for CMOs
Future of Business: What Does It Mean for CMOsSAP Asia Pacific
 
How do Australian organisations feel about cloud computing?
How do Australian organisations feel about cloud computing?How do Australian organisations feel about cloud computing?
How do Australian organisations feel about cloud computing?SAP Asia Pacific
 
Is Asia Pacific Being A Good Sport?
Is Asia Pacific Being A Good Sport?Is Asia Pacific Being A Good Sport?
Is Asia Pacific Being A Good Sport?SAP Asia Pacific
 
Enterprise Mobility Transforming Public Service and Citizen Engagement
Enterprise Mobility Transforming Public Service and Citizen EngagementEnterprise Mobility Transforming Public Service and Citizen Engagement
Enterprise Mobility Transforming Public Service and Citizen EngagementSAP Asia Pacific
 
Big Plans for Big Data in Public Sector
Big Plans for Big Data in Public SectorBig Plans for Big Data in Public Sector
Big Plans for Big Data in Public SectorSAP Asia Pacific
 
Closing the Big Data Gap in Public Sector
Closing the Big Data Gap in Public SectorClosing the Big Data Gap in Public Sector
Closing the Big Data Gap in Public SectorSAP Asia Pacific
 
HR Business Excellence in the Cloud
HR Business Excellence in the CloudHR Business Excellence in the Cloud
HR Business Excellence in the CloudSAP Asia Pacific
 
Utilities and The Customer Connection
Utilities and The Customer ConnectionUtilities and The Customer Connection
Utilities and The Customer ConnectionSAP Asia Pacific
 
10 Ways Enterprise Mobility Can Transform Government
10 Ways Enterprise Mobility Can Transform Government10 Ways Enterprise Mobility Can Transform Government
10 Ways Enterprise Mobility Can Transform GovernmentSAP Asia Pacific
 
Shopping for Business Success
Shopping for Business SuccessShopping for Business Success
Shopping for Business SuccessSAP Asia Pacific
 
What are the numbers behind Valentine’s Day?
What are the numbers behind Valentine’s Day?What are the numbers behind Valentine’s Day?
What are the numbers behind Valentine’s Day?SAP Asia Pacific
 
Real Time Customer Insights
Real Time Customer InsightsReal Time Customer Insights
Real Time Customer InsightsSAP Asia Pacific
 
Are You Listening To Your Customers? Engage Customers Like Never Before.
Are You Listening To Your Customers? Engage Customers Like Never Before.Are You Listening To Your Customers? Engage Customers Like Never Before.
Are You Listening To Your Customers? Engage Customers Like Never Before.SAP Asia Pacific
 

More from SAP Asia Pacific (20)

Why Companies Need New Approaches for Faster Time-to-Insight
Why Companies Need New Approaches for Faster Time-to-Insight Why Companies Need New Approaches for Faster Time-to-Insight
Why Companies Need New Approaches for Faster Time-to-Insight
 
Australian Digital Experience Report
Australian Digital Experience ReportAustralian Digital Experience Report
Australian Digital Experience Report
 
SAP HANA Use Cases in 27 Industries
SAP HANA Use Cases in 27 IndustriesSAP HANA Use Cases in 27 Industries
SAP HANA Use Cases in 27 Industries
 
IT Simplification with the SAP HANA Platform
IT Simplification with the SAP HANA PlatformIT Simplification with the SAP HANA Platform
IT Simplification with the SAP HANA Platform
 
The New SAP Simon Dale, Mastering SAP: Enabling digital transformation
The New SAP Simon Dale, Mastering SAP: Enabling digital transformationThe New SAP Simon Dale, Mastering SAP: Enabling digital transformation
The New SAP Simon Dale, Mastering SAP: Enabling digital transformation
 
Future of Business: What Does It Mean for CMOs
Future of Business: What Does It Mean for CMOsFuture of Business: What Does It Mean for CMOs
Future of Business: What Does It Mean for CMOs
 
How do Australian organisations feel about cloud computing?
How do Australian organisations feel about cloud computing?How do Australian organisations feel about cloud computing?
How do Australian organisations feel about cloud computing?
 
Is Asia Pacific Being A Good Sport?
Is Asia Pacific Being A Good Sport?Is Asia Pacific Being A Good Sport?
Is Asia Pacific Being A Good Sport?
 
Enterprise Mobility Transforming Public Service and Citizen Engagement
Enterprise Mobility Transforming Public Service and Citizen EngagementEnterprise Mobility Transforming Public Service and Citizen Engagement
Enterprise Mobility Transforming Public Service and Citizen Engagement
 
Big Plans for Big Data in Public Sector
Big Plans for Big Data in Public SectorBig Plans for Big Data in Public Sector
Big Plans for Big Data in Public Sector
 
Closing the Big Data Gap in Public Sector
Closing the Big Data Gap in Public SectorClosing the Big Data Gap in Public Sector
Closing the Big Data Gap in Public Sector
 
HR Business Excellence in the Cloud
HR Business Excellence in the CloudHR Business Excellence in the Cloud
HR Business Excellence in the Cloud
 
Utilities and The Customer Connection
Utilities and The Customer ConnectionUtilities and The Customer Connection
Utilities and The Customer Connection
 
Your Cloud Your Way
Your Cloud Your WayYour Cloud Your Way
Your Cloud Your Way
 
A Community in The Cloud
A Community in The CloudA Community in The Cloud
A Community in The Cloud
 
10 Ways Enterprise Mobility Can Transform Government
10 Ways Enterprise Mobility Can Transform Government10 Ways Enterprise Mobility Can Transform Government
10 Ways Enterprise Mobility Can Transform Government
 
Shopping for Business Success
Shopping for Business SuccessShopping for Business Success
Shopping for Business Success
 
What are the numbers behind Valentine’s Day?
What are the numbers behind Valentine’s Day?What are the numbers behind Valentine’s Day?
What are the numbers behind Valentine’s Day?
 
Real Time Customer Insights
Real Time Customer InsightsReal Time Customer Insights
Real Time Customer Insights
 
Are You Listening To Your Customers? Engage Customers Like Never Before.
Are You Listening To Your Customers? Engage Customers Like Never Before.Are You Listening To Your Customers? Engage Customers Like Never Before.
Are You Listening To Your Customers? Engage Customers Like Never Before.
 

Recently uploaded

How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 

Recently uploaded (20)

20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 

SAP Mobile Consumer Survey Report_APAC

  • 1. The Mobile Consumer Insights on Asia Pacific Trends Impacting Mobile Momentum and Customer Engagement A Mobile-Centric World 68% increase in consumers using their mobile phone for more activities other than making calls and texting 65% rely on their mobile phone to help manage their lifestyle 55% Becoming a Mobile Commerce World 46% purchased products or services Why? Use devices on the go Convenience Can use mobile device at any time of the day Speed access the Internet via their mobile daily What do They Buy? There are Speed Bumps Along the Way Entering lots of information 45% Safety concerns 41% Lack of network connection 39% 55% 52% 50% 49% Clothes/footware/other attire 49% Books/e-books 47% Telecom bill 46% 84% want to buy more on their mobile devices So What do You Need to do? Underscoring assurances regarding personal data security (57%) and create and/or highlight easy-to-use interfaces (53%) are the key drivers for increased adoption of mobile transactions and communications. 70% agree mobile will become an important payment method Insights from the Report Tickets Those who have purchased tickets by mobile: Would use mobile more if incentivised by brands/services Would like to respond to a promotion or make use of an offer Bills Those who have paid bills by mobile: Would use mobile more if had more confidence in mobile security Would like to research products or make a bank transfer via mobile More sophisticated purchases need more complex levers © 2013 SAP AG or an SAP affiliate company. All rights reserved. Retail Those who have bought goods by mobile: Would pay more by mobile if receive regular order updates or greater choice of payment methods Would like to sign up for a service/promotion or check the status of an order via mobile
  • 2. The Mobile Consumer © 2013 SAP AG or an SAP affiliate company. All rights reserved. Insights on Asia Pacific Trends Impacting Mobile Momentum and Customer Engagement
  • 3. Table of Contents 4 Introduction 5 Devices, Appetite and Use 10 Maturity, Lifestyle and Work 14 Preferences and Levers 18 Mobile Wallet Oppportunities 22 Conclusion 25 Appendix © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2 / 25
  • 4. The Mobile Consumer: Findings for Asia Pacific Creating demand for mobile services relies on an understanding of mobile user behaviour. The following report provides marketers in the mobile industry with insights on the global trends impacting mobile momentum. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3 / 25
  • 5. The Mobile Consumer: Findings for Asia Pacific Introduction Regional appetite for different mobile services and applications varies dramatically, and the ways in which users transact and communicate via mobile depends on the activities undertaken. Cultural, economic and technology norms shape regional uses of mobile, whilst an array of user requirements influence preferences towards appropriate marketing channels, relationships and incentives as they shop, spend and surf. In order to make informed marketing decisions and better understand mobile momentum and customer engagement across the globe, SAP commissioned independent research among mobile users across 4 key regions, encompassing 17 countries: • North America (NAM) • Europe, Middle East and Africa (EMEA) • Latin America (LATAM) • Asia Pacific (APAC) This report will focus in more detail on the Asia Pacific (APAC) region. For the purpose of this research, Asia Pacific is comprised of the following countries: • China • India • Japan • Australia Within the APAC region, Japan and Australia have already reached a level of mobile maturity, yet for India and China, mobile device use is evolving. This varied momentum contributes to differences in mobile ownership, appetite and behaviour. Growth in smartphone technology and the blur of social, mobile and traditional marketing channels has seen users becoming motivated by a range of complex factors. The greater the sophistication of mobile use, the greater the sophistication of consumer needs. As the commercial elements of mobile interaction continue to take shape, organisations capitalising on mobile channels need to balance the advancement of mobile functionality with these needs. Not all successful examples of mobility are based on ‘bleeding edge’ innovation. The right service for the right user, marketed in the right way is a simplistic, yet appropriate, mantra for marketing strategy in the mobile sector. RESEARCH METHODOLOGY 3,288 interviews were conducted with adults aged 18+ who own a mobile phone (basic or smartphone) in APAC (China n=1000, India n=1050, Japan n=651, Australia n=587). Respondents completed an online survey in March/April 2013. Research conducted by Loudhouse, an independent research agency based in London. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4 / 25
  • 6. The Mobile Consumer: Findings for Asia Pacific Devices, Appetite and Use move in the direction of increased channels of mobile communication. APAC has the highest penetration of smartphones globally, with just over three quarters (76%) of smartphone users interviewed in the survey, a little higher than the global average of 72%. However, there is a level of variation across the APAC sample with ownership in the more mature markets of Japan (61%) and Australia (69%) being somewhat lower than in India (74%) and, in particular, China (92%). In general, more APAC users turn to their mobile device throughout the day than is the global norm. As with all regions, making or receiving calls is the most popular activity at 79% (rising to 91% in China and 95% in India), followed by sending or receiving texts (69%). At a secondary level, over half (55%) use their mobile phone on a daily basis for general Internet access or to send or receive emails (53%), highlighting a natural While daily banking via mobile and buying goods and services are just above the global level, APAC users are much more likely than the global average to use their mobile moderately (a few times a week or monthly) for banking (37% vs. 29% global) and buying goods and services (37% vs. 26% global). Again, these activities are led by India (38% banking and 39% purchases) and China (54% for both banking and purchases) in particular. Figure 1 shows that while online (70%) and in-store (73%) are the main ways that respondents have purchased goods and services in the past 12 months, APAC users are also looking to other channels for transaction. Purchase via mobile Internet (36%), via a downloadable app (24%) and via SMS (19%) Figure 1 Purchasing methods in past 12 months In store 73% Online (not via mobile phone) 70% By mobile phone - via mobile Internet 36% By telephone call (landline or mobile) 25% By mobile phone - via a downloadable app 24% Mail order By mobile phone - SMS Don’t know 21% 19% 2% Net: by mobile phone 46% © 2013 SAP AG or an SAP affiliate company. All rights reserved. 5 / 25
  • 7. The Mobile Consumer: Findings for Asia Pacific are all above the global average. As observed in the sample, this potentially also points to the high smartphone penetration in the region. Nevertheless, there is variation within the region with the emerging economies of China and India leading the way. (55%), that it is convenient (52%), can be used day or night (50%) and is quick (49%) are all key drivers for further adoption in the APAC region. Indeed, scores for usage on-the-go and convenience are both significantly higher than for EMEA and NAM. As Figure 2 shows, the benefits of communicating and transacting with organisations via mobile device for APAC users centre around the compatibility of mobile with their lifestyle. The fact that consumers can use their mobile on the go There are, however, some challenges raised by APAC users when communicating and transacting with organisations via their mobile, albeit at a slightly lower level than the global average. The key issue, cited by 45% of users, is the hassle of having to enter a lot of personal information Figure 2 Benefits of mobile interactions I can use it on the go 55% It’s convenient 52% I can use it at any time of the day or night 50% It’s quick 49% It’s easy to use 45% Receiving a quick response to queries 40% It’s free of charge (no postage, travel or call) 38% I can store details on my phone for future use 33% It fits in with my needs and lifestyle 29% It’s secure 25% It provides better information than other methods 20% Other benefits 4% Don’t know 4% I don’t think there are any benefits 8% © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6 / 25
  • 8. The Mobile Consumer: Findings for Asia Pacific when transacting and communicating via their mobile device (Figure 3). Additionally, there are concerns over safety when using mobile for purchasing (41%), and also 39% state a potential lack of access to the Internet at the time of the transaction. Within the region, there is a slightly different picture depending on whether the market is mature or emerging. Safety is more important in the mature markets of Australia (43%) and Japan (37%), while the hassle of entering information is a deterrent for users in India (48%) and China (54%). Within the APAC region there appears to be huge potential for the future of mobile transactions, with 84% of users expressing an appetite for buying goods and services using their mobile phone in the future (Figure 4). This compares with 82% globally. Half of these users (42%) have never before used mobile transactions but would like to do so in the future, and half (42%) have used their mobile previously to buy goods and wish to make further purchases with their mobile. At a lower level, 14% have used their mobile to buy goods but are not expecting to use this method in the future. The interest in future purchases by mobile is further underpinned by 77% of users agreeing that organisations should use any available technology to make life easier for customers. This is marginally below the global average Figure 3 Challenges of mobile interactions Hassle of having to enter a lot of personal information 45% I don’t think it’s safe 41% I might not have Internet access at that time 39% Lack of immediate customer service 33% The interface is hard to see 27% I’m not interacting with a human being 23% I am able to communicate with service providers without my mobile phone 19% I don’t know how to do it Another challenge Don’t know There are no challenges 14% 7% 6% 7% © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7 / 25
  • 9. The Mobile Consumer: Findings for Asia Pacific of 80% and highlights the extent to which APAC consumers have become used to, and expecting of, increasing sophistication of mobile connectivity with organisations. Indeed, users are increasingly willing to hold organisations accountable if they do not meet service levels and any technological advances in the future should look to also improve communication and interaction with customers. As with all regions, the majority of APAC users (72%) agree that they are often frustrated by automated voice phone systems when they call a service provider. Indeed, over half (58%) agree that they would be willing to switch to a different provider if they could interact with them better through their mobile phone. This is slightly higher than the global average of 54%. Figure 4 Appetite for purchasing via mobile Not used mobile to buy goods and content 2% Used mobile to buy goods and content 14% Used mobile to buy goods and want to do it more 42% Not used mobile to buy goods but want to 42% Net: Want to buy goods / more on mobile: 84% © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8 / 25
  • 10. The Mobile Consumer: Findings for Asia Pacific The majority of APAC respondents agree that they rely on their mobile phone to help them manage their lifestyle. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9 / 25
  • 11. The Mobile Consumer: Findings for Asia Pacific Maturity, Lifestyle and Work The emerging markets of India and China show an enthusiasm for a fast pace of change and the adoption of more sophisticated transactional activities via their mobile. In contrast, the more mature markets of Australia and Japan appear more reticent. This leads to key variations in response by users, and it is crucial for organisations to bear these regional distinctions in mind when planning marketing activity. depending on whether the user is a smartphone owner (49%) or owns a basic mobile (48%). However, there is variation within the region, with the emerging markets of India (68%) and China (54%) showing higher levels of agreement than the mature countries of Australia (17%) and Japan (22%). In line with the global view, under half of APAC users agree that they tend to use their mobile phone more for work than leisure activities. As Figure 5 shows, there is no real difference The majority of APAC respondents agree that they rely on their mobile phone to help them manage their lifestyle. There is some difference due to device type ownership, as highlighted in Figure 6, with smartphone owners (73%) somewhat more inclined to agree compared to basic Figure 5 Agreement with statement: “I tend to use my mobile phone more for work than for leisure activities” by ownership of mobile type Figure 6 Agreement with statement: “I rely on my mobile phone to help manage my lifestyle” 49% 48% 39% 58% 22% 29% 53% 11% 73% 62% 71% 51% APAC EMEA LATAM NAM APAC EMEA LATAM 73% 64% 58% 26% NAM Smartphone owners Smartphone owners Basic mobile phone owners Basic mobile phone owners © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10 / 25
  • 12. The Mobile Consumer: Findings for Asia Pacific . compared to the mature markets of Australia (47%) and Japan (37%). mobile owners (62%). Again, these figures are driven by users in the emerging economies of India (80%) and China (75%) which show more inclination towards reliance on their mobile than the mature markets of Australia (48%) and Japan (41%). Two-thirds (68%) of APAC users agree that compared to 12 months ago, they now use their mobile phone for more activities other than just making calls and texting, which is above the global average of 63% (Figure 7). This figure is again clearly driven by the emerging markets of India (80%) and China (86%) who are enthusiastic in their adoption of new ways to use their mobile Nevertheless, while users in the mature APAC markets of Australia and Japan may not feel they are overly reliant on their mobile to manage their lifestyle, they do acknowledge the impact that not having their mobile would have. Over half (54%) of Australian users and 72% of Japanese users agree that having their mobile lost or stolen would really affect their personal productivity. The impact is felt even more keenly in the emerging markets of India (88%) and China (93%) where the reliance on mobile phones is more evident. Figure 7 Agreement with statement: “Compared to 12 months ago, I use my mobile phone for more activities other than making calls and texting/sending” Emerging mobile markets 87% 86% 84% 83% 80% Developing mobile markets 74% 69% 67% 66% 63% 63% Mature, saturated mobile markets 50% 47% 47% 44% 38% 37% APAC 68% Mexico China Chile Saudi Arabia India South Africa Egypt Colombia Russia Brazil Spain UK Australia France Germany USA Japan © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11 / 25
  • 13. The Mobile Consumer: Findings for Asia Pacific There are many factors that underpin trends within the APAC region, and they can be summarised into three key areas: • Economy: More rapid GDP growth and relative consumer momentum in India and China compared to the mature markets of Australia and Japan • Infrastructure: Mobile network and mobile Internet services outperform legacy telecoms infrastructure in the emerging countries • Device Culture: Basic handset use and transactional SMS services are more prevalent in India and China as they adopt new services at a faster pace © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12 / 25
  • 14. The Mobile Consumer: Findings for Asia Pacific Consumers across the globe have witnessed simultaneously an increase in the sophistication of mobile devices available and an increase in the complexity and variety of transactions that can be made via mobile. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 13 / 25
  • 15. The Mobile Consumer: Findings for Asia Pacific . Preferences and Levers Consumers globally have seen an increase in the sophistication of mobile devices available with a corresponding rise in the complex nature and scope of transactions that mobile now enables. Figure 8a groups various types of mobile purchases into three distinct categories: Tickets, Bills and Retail. These groups represent a spectrum of purchase complexity and motivations: • Tickets: simple purchases of paper or virtual tokens that provide access to a service or event • Bills: mandatory payments for goods or service already received or utilised • Retail: physical items purchased and commonly dispatched by post Within the APAC region, users engage with a variety of transaction complexities. Those who choose to purchase using their mobile are most likely to buy clothes (49%), purchase books or e-books (47%) or pay their telecom bills (46%) (Figure 8b). However, there are some distinct differences in the purchase activities undertaken across the region. Chinese users have adopted their mobile device as a channel for transactions with some enthusiasm and they are just as likely to purchase groceries (61%) as they are to buy clothes (61%) or pay telecoms bills (61%). Indian users are almost equal in their enthusiasm and are most likely to purchase tickets for travel (62%), buy Figure 8a Drivers for different purchase types using mobile Tickets Bills Retail • Would use mobile more • Would use mobile more if had • Would pay more by mobile if receive Those who have purchased tickets by mobile: Those who have paid bills by mobile: Those who have bought goods by mobile: if incentivised by brands/ more confidence in mobile regular order updates or greater choice services security of payment methods • Would like to respond to • Would like to research products • Would like to sign up for a service/ a promotion or make use or make a bank transfer via promotion or check the status of an of an offer mobile order via mobile More sophisticated purchases need more complex levers © 2013 SAP AG or an SAP affiliate company. All rights reserved. 14 / 25
  • 16. The Mobile Consumer: Findings for Asia Pacific . In part, these national variations are down to the maturity of the market and the higher level of engagement witnessed in emerging markets. In part, it will be a feature of the national culture. As such, it is key that organisations look to understand any national characteristics. One market is not the same as another, and there are variations within mature and emerging markets. entertainment services (54%) and pay telecoms bills (51%). The more mature markets of Japan and Australia are more restrained in their adoption of mobile transactions generally, yet there are some activities they feel more comfortable with. Japanese users are likely to buy groceries (40%), purchase books and e-books (39%) or buy clothes and other attire (27%) via mobile, while Australian users choose to buy entertainment services (36%) and purchase books and e-books (29%). Various marketing levers to encourage mobile use were evaluated against each purchase type in order to understand user preferences for factors Figure 8b Purchase types using mobile Clothes/footware/other attire 49% Books/e-books 47% Telecom bill (e.g. phone, Internet) 46% Groceries/food 33% Entertainment (e.g. cinema, theatre) 45% 44% Tickets for travel/transport 44% Music downloads (e.g. iTunes) 42% Utility bills (e.g. water, electricity) 34% Electronic appliances 31% Travel/holidays 26% Home furniture/goods 19% Jewellery 11% Other 11% Don’t know 2% Tickets Bills Retail © 2013 SAP AG or an SAP affiliate company. All rights reserved. 15 / 25
  • 17. The Mobile Consumer: Findings for Asia Pacific such as prompts or characteristics of the operating environment. Findings from this evaluation describe a relationship between purchase ‘drivers’ and purchase types that aligns the complexity of what is paid for with a sophistication of the journey to the item or service itself. In line with global thinking, 67% of APAC users agree that a greater choice of payment methods would encourage them to make a purchase from an organisation or retailer (vs. 64% globally). Again, it is the emerging markets of China (70%) and India (81%) that drive this level of agreement, with the mature markets of Australia (49%) and Japan (56%) being more reserved. 67% of APAC users agree that a greater choice of payment methods would encourage them to make a purchase from an organisation or retailer. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 16 / 25
  • 18. The Mobile Consumer: Findings for Asia Pacific There is general agreement in the region (70%) with the view that mobile phones will be more important as a payment method in the future. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 17 / 25
  • 19. The Mobile Consumer: Findings for Asia Pacific . Mobile Wallet Opportunities Figure 9 shows that checking usage data for the users mobile phone account, checking the status of an order and researching products, prices and tariffs are activities that APAC users would like to do via their mobile phone and which they feel are relatively easy to accomplish currently. Users carry out these simple tasks on a frequent basis, yet they would like to be able to complete more sophisticated and multi-faceted actions. However, activities such as paying a bill or making a bank transfer are believed to be much more complex and difficult to achieve through mobile, but there is a high level of demand to undertake these tasks. In line with global opinion, there is general agreement in the region (70%) with the view that mobile phones will be more important as a payment method in the future. This figure rises to 76% in China and 84% in India. Figure 9 Opportunities – ease of mobile interactions vs. demand for mobile interactions Would like to do more of via mobile More demand Checking the status of an order Paying a bill Making a bank transfer Buying goods Checking usage or submitting usage data for utilities Paying money to a friend or family member Researching products, prices or tariffs Checking usage data for my mobile phone account Communicating with a customer service department Signing up for a service or promotion  Responding to a promotion or making use of an offer Changing contact details or personal information Entering a competition Setting up a new account Less demand Hard Ease of doing on mobile phone Easy © 2013 SAP AG or an SAP affiliate company. All rights reserved. 18 / 25
  • 20. The Mobile Consumer: Findings for Asia Pacific . Furthermore, APAC users believe that once they gain confidence in mobile security (54%) and assurance in how to use their mobile device as a payment method (40%), they will increase their mobile payment activity. Indeed, as Figure 10 also shows, assurances about personal data security (57%) and an easy-to-use interface (53%) are the key drivers for increased adoption of mobile transactions and communications in APAC markets. At a secondary level, free Wi-Fi Internet access being available in more places (51%) and receiving discounts, offers and coupons (48%) are also important drivers towards increased mobile purchasing and interactions. The demand for further enhanced yet simpler transaction capabilities by mobile is highlighted in user expectations of a ‘mobile wallet’. APAC users expect to be able to pay a bill (54%), buy goods online (53%) and use it as a means to Figure 10 Drivers to communicate/transact more via mobile phone Assurances about personal data security 57% Easy-to-use interface 53% Free wifi Internet access in more places 51% Receiving discounts, offers or coupons 48% Instant/real-time help available 42% More shops and retailers offering mobile communications 34% More information on how it works 33% More mobile phones on the market that enable sophisticated communications 29% Knowing that someone is personally helping you Something else Don’t know Nothing would encourage me 25% 7% 4% 11% © 2013 SAP AG or an SAP affiliate company. All rights reserved. 19 / 25
  • 21. The Mobile Consumer: Findings for Asia Pacific While there is potential for growing complexity in mobile transactional offerings, the importance of personal and data security and ease of use should not be overlooked by organisations at any point in the innovation process, as these are the ultimate drivers for future take-up of mobile products and services. check their bank balance (52%) (Figure 11). Within the region, users in China, India and also Australia were more decisive on what they expected from the mobile wallet, with views from Japanese users at a somewhat lower level. Figure 11 Expectations of a mobile wallet Pay a bill 54% Buy goods online 53% Check my bank balance 52% Make a bank transfer 47% Check the status of an order 43% Buy goods costing a small amount 42% Buy goods in a shop 40% Research products, prices or tarrifs 39% Choice to pay with a variety of payment methods or cards 38% Pay money to a friend or family member 38% Check usage data for my mobile phone account 38% Check usage or submit usage data for utilities 37% Top up mobile phone credit 35% Communicate with a customer service department 31% Enable me to use loyalty cards 30% Sign up for a service or promotion 29% Respond to a promotion or make use of an offer 28% Change contact details or personal information 27% Share contact details with friends or family 27% Set up a new account 23% Enter a competition 22% Buy goods costing a large amount None of these Don’t know 21% 8% 7% © 2013 SAP AG or an SAP affiliate company. All rights reserved. 20 / 25
  • 22. The Mobile Consumer: Findings for Asia Pacific On its current trajectory, mobile occupies a tempting combination of loyalty card, cash, research tool, location tracker and credit card. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 21 / 25
  • 23. The Mobile Consumer: Findings for Asia Pacific . Conclusion The commitment to mobile as a recognised ‘transactional device’ changes both the marketing potential and data capabilities offered by mobile services. On its current trajectory, mobile occupies a tempting combination of loyalty card, cash, research tool, location tracker and credit card. This transition raises the stakes for organisations marketing and connecting to customers either exclusively via mobile or as part of a multichannel mix. Brand loyalty becomes essential as any business on the mobile browser has the potential to own the customer relationship and all service providers now compete for mindshare in a space that was once the exclusive domain of telecoms businesses. The research points to five key elements that should inform CMO thinking to best tackle the challenges that lay ahead. The Pace of Change The Mobile Consumer research survey shows an international mobile user community running at different speeds, maturing at different rates and presenting different opportunities, creating marketing complexity. Within the APAC region, the emerging economies of India and China are more enthusiastic about a mobile future and make an explicit link between increasing mobility and its impact on their lives. They are less reliant on leading edge technology to drive behaviour, and are eager to try new things. The more mature APAC economies of Japan and Australia are less impulsive and appear somewhat indifferent to the mobile pace and potential. Nevertheless, these markets acknowledge the importance and benefit of more integrated, easier-to-use yet sophisticated mobile products and services. Adoption Options ‘Macro-momentum’ may differ across the APAC region, but the research also shows that users express preferences around the functionality and models of engagement based on the type of mobile activity they undertake. Checking a train time is about ease of use, buying the ticket is about speed and security, while reserving a hotel room or buying a travel case for the journey online requires various kinds of prompts and assurances: payment choice, status checking, incentives and customer service. Opportunity Optimisation Users enjoy undertaking simple informationbased activities as they are easy and, in return, convenient to do. Yet complex functionality brings with it practical challenges. A significant opportunity exists for mobile service providers and brands to capitalise upon. Providers should understand that users now expect to be able to © 2013 SAP AG or an SAP affiliate company. All rights reserved. 22 / 25
  • 24. The Mobile Consumer: Findings for Asia Pacific . engage at a higher level, and they seek to do so simply and effectively. Providers are tasked with meeting and exceeding these expectations. transactional data security while retaining a simple and easy to use format will be crucial in underpinning any future rise in consumer purchase take-up. Simple Mobility Simplicity forms the basis of why users embrace mobile technology – adoption of services is accelerated by ease of use. Simplicity brings with it convenience, and this in turns creates benefits for users. However these benefits can be compromised by unwanted complexity and security threats. The mobile industry should seek to minimise, or at least appease, such concerns going forward. In practice, a careful balance needs to be maintained. Whilst simple functionality is fundamental, if security is the source of complexity issues, it is often a necessary price to pay. Smartphone to Smart Services As the level of device sophistication starts to become commonplace, a transition from focusing on ‘device tech’ to service becomes more apparent. As a result, consumers will be increasingly influenced by service excellence over technology sophistication. This places pressure on the marketing and operational infrastructure of business selling and providing services via mobile – technology companies have to become more ‘service-centric’ and service businesses (banks, retailers, etc.) have to adapt to working in a complex mobile environment. As the landscape transforms, brands must understand their customers better in order to fully realise and capitalise on the customer relationship. By doing so, mobile providers and brands will be better placed to engage users and create higher value services in the future. Within the APAC market, both security and an easy to use interface are shown as key drivers to increased adoption of further mobile transaction. Assurances around personal information and Brands must understand their customers better in order to fully realise and capitalise on the customer relationship. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 23 / 25
  • 25. The Mobile Consumer: Findings for Asia Pacific . Consumers will be increasingly influenced by service excellence over technology sophistication. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 24 / 25
  • 26. Appendix Research Methodology 3,288 interviews were conducted with adults aged 18+ who own a mobile phone (basic or smartphone) in APAC (China n=1000, India n=1050, Japan n=651, Australia n=587). Respondents completed an online survey in March/April 2013. Research conducted by Loudhouse, an independent research agency based in London. About Loudhouse As part of Octopus Group, Loudhouse is one of the UK’s leading performance and influencer marketing agencies, working with blue chip clients in technology, business services, finance and retail sectors. For more information, go to loudhouse.co.uk About SAP As the market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device, SAP empowers people and organisations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 195,000 customers to operate profitably, adapt continuously, and grow sustainably around the world. For more information, go to sap.com © 2013 SAP AG or an SAP affiliate company. All rights reserved.