ADMA Asia Pacific Digital Marketing Yearbook 2007

ASIA PACIFIC

Digital Marketing Yearbook

2007 will be remembered as

the year the balance tipped. For

the first time, Asia Pacific takes

the global lead in some key

aspects of the digital marketing

mix. Both the total number of

broadband users and market

penetration is highest in Asia

Pacific. The region boasts the

largest number of Internet users,

surpassing the US and Europe,

and mobile penetration remains

higher than anywhere else in

the world.

Edited by Rachel Oliver

www.asiadma.com

April 2007

asia digital marketing yearbook

The ears, eyes andvoice of digitalmarketing in Asia

The Asia Digital Marketing Association

(ADMA) is the voice of, and advocate for,

the digital marketing industry in Asia

(excluding Japan). The ADMA is guided by

senior executives in the industry and is

charged with gaining consensus and

providing leadership on key industry issues.

The ADMA actively promotes the benefits of

using mobile and the Internet as channels

to communicate with consumers as well as

lobbying and public relations assistance for

member companies.

The ADMA is a non-profit organisation with a

membership base representing online

publishers / portals, agencies, research

companies, technology / service companies

and marketers / advertisers.

Why join the ADMA?Being a member gives you access:

• Unified voice for the industry to promote the useof the Internet (in the media and with potentialcustomers)• Forum for standards and best practice sharingSpokespeople to represent members and respondto criticism• Action-oriented committees to drive agendas• Events & training (speaking and networkingopportunities)• Case studies and helpful data• Standardisation of practices• Professional code of conduct• Industry contacts• Regular eNewsletter• Entry in the online Membership Directory• Access to the Members’ only section of the ADMAWeb site that allows you to share information withother members and post company information,news, events, case studies, research papers, jobvacancies and tips.

How to join the ADMAMembership fees are set low enough to encourageuniversal membership among industry players, andtaken together provide sufficient revenues tounderwrite regular activities. Other activities arefunded by sponsorship (cash and in kind) and bycharging admission fees for some events.

Visit www.asiadma.com/membership/join andcomplete the online registration form.

ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION

Visit www.asiadma.com for more details.The ADMA gives heartfelt thanks all our members for their support and contributions:

ADMA Board Level members:

ADMA Corporate members: Adsperience, AGENDA Corporation, Axonus Asia, G2 Interactive, Google, HSBC Direct, The Hyperfactory, ICLP,Ion Global, Johnson & Johnson Vision Care Asia Pacific, OgilvyOne, Omniture, Premiere Global Services,Profero, SCMP.com, Think Partnership, Tribal DDB, WebDNA Interactive and ZUJI.

And all our Individual members.

Yahoo! Asia

Introduction 2

Australia 5

China 8

Hong Kong 12

India 15

Indonesia 18

Japan 18

Malaysia 22

Philippines 24

Singapore 25

South Korea 28

Sri Lanka 30

Taiwan 31

Thailand 33

Vietnam 35

asia digital marketing yearbook

2 asia digital marketing yearbook

BByy DDaavv iidd KKeettcchhuumm

2007 will be remembered as the year the balance

tipped. For the first time, Asia Pacific takes the

global lead in some key aspects of the digital

marketing mix.

Both the total number of broadband users and

market penetration is highest in Asia Pacific. The

region boasts the largest number of Internet users,

surpassing the US and Europe. According to the

latest data from Internet World Stats, 36% of the

world’s online population now live in Asia.

Mobile penetration remains higher than anywhere

else in the world. According to Informa, Hong Kong,

Australia and Taiwan are the world’s top three

markets in terms of penetration - the first two with

rates exceeding 100%. And for the first time the

number of Asian users accessing the Internet over

their mobile phones exceeds the entire Internet

connected population of the US.

Asia is driving the digital marketing industry too.

Merrill Lynch predicts that global online ad spend

will reach US$14.5 billion in 2007. That represents

an increase of 24% from 2006 - and Asia will be the

driving engine. The highest growth rates for 2007

are predicted to come from China (50%), Australia

(42.6%), South Korea (30.5%) and Japan (30%).

But the passing of the torch to Asia Pacific is not

just about statistics and the growth of the Web –

the region is also at the leading edge of many

technologies and marketing techniques, and

showing bursts of creative work on par with that

found anywhere. From the earliest days of the

Internet, Asia Pacific needed to look to the West to

find best practice and fresh ideas. Now the level of

the bar internationally is being set in the region.

Some examples: Japanese e-commerce; Korea

social networking and viral marketing; 3G and IPTV

in Hong Kong, mobile Internet marketing in China;

and online communities and communication in India

and Australia.

As would be expected from the year Time magazine

named “you” as the person of the year, user-

generated content and the realisation that the

consumer is in control have dominated the

strategies of marketers (according to new research

from Microsoft, nearly 50% of Asia’s Internet users

have their own blog). That being said, search is still

an evolving game changer, and email and rich

media remain strong. Asia Pacific still posts the

highest email open rates in the world at 30.1%

(source: Epsilon International, Email Trends Update

and Benchmark Data Q3 2006 APAC), and

broadband is fueling rich media innovation.

Interactive games continue to grow in popularity -

In-Stat predicts the region’s online games revenues

will hit US$6.8 billion by 2010 - with online

gambling also on the rise. Mobile and multimedia

continue their relentless growth, with lots of

excitement and creative activity while still

comprising a relatively small piece of the pie.

Speaking of pies, despite 30+ % annual growth

rates, digital marketing still captures only about 3%

of all advertising dollars in the region. This is in part

due to the fact that total media revenue including

traditional outlets is also growing, and from a far

larger base than online and mobile. Still, 3% seems

remarkably low, considering that the Web is among

the top three consumed media types (right up there

with TV, print and outdoor) in most markets in the

region. Especially within younger demographics,

users spend the majority of their media time online

and on the mobile, often while simultaneously

consuming other media.

That being said, ZenithOptimedia predicts that

come 2008, Web-based advertising will represent

more than 10% of total ad spend in eight new

The Year the Balance Tipped

asia digital marketing yearbook 3

global markets (not including the UK, Norway and

Sweden which have already passed this milestone).

And four of them are right here in Asia: Australia,

Japan, South Korea and Taiwan.

For all its growth and vibrancy, digital marketing in

the Asia Pacific region still has issues that threaten

the relevance of the medium. After a decrease in

2006, spam is on the rise again, with threats from

“image spam” that continues to outwit ever-

sophisticated technology, and the proliferation of

mass, unsolicited mobile and fax messages. A recent

study by Symantec revealed that the nearly 70% of

all emails that come from Asia turn out to be spam,

or unsolicited ads. Not only that, but more than

20% of all malicious activities on the Web in 2H

2006 came from the Asia Pacific region too.

Despite these threats, which are by no means

unique to the region, the year the balance tipped

offers unprecedented business opportunities for

marketers and advertisers, and the entire digital

marketing “ecosystem” of portals, mobile operators,

communications service providers, games and

entertainment companies, handset manufacturers,

interactive agencies and the rest.

The Asia Digital Marketing Yearbook brings together

the most up-to-date and freely available data on

Asia’s online population. In essence, we tell you

who they are and how they spend their time online.

And where possible we have shown you examples

of online advertising campaigns that have worked

well with Asia’s online population.

We would like to thank all of our members and

those companies and organisations that provided

information and insight.

David Ketchum is Chairman, Asia Digital Marketing

Association and CEO Upstream Marketing and

Communications Inc.

Internet Users and Penetration in Select

Countries in the Asia-Pacific Region, 2005-

2011 (millions and % of population)

2005 2006 2007 2008 2009 2010 2011

Australia 12.5 13.1 13.6 14.0 14.4 14.8 15.3

% 62.2% 64.5% 66.7% 68.0% 69.2% 70.8% 72.5%

China 111.0 133.5 156.2 181.2 206.6 227.3 245.5

% 8.5% 10.2% 11.8% 13.6% 15.4% 16.9% 18.1%

India 19.5 25.5 33.2 41.5 50.6 60.7 71.6

% 1.8% 2.3% 2.9% 3.6% 4.3% 5.1% 6.0%

Japan 85.3 87.2 89.1 90.9 92.5 94.0 95.4

% 67.0% 68.4% 69.9% 71.4% 72.7% 73.9% 75.1%

South Korea 33.0 34.4 35.6 36.5 37.2 37.8 38.4

% 67.9% 70.5% 72.7% 74.2% 75.3% 76.2% 77.3%

(Source: eMarketer)

Top 20 Countries - Internet UsersCountry No. Users % Penetration % Total

1. United States 211,108,086 69.9 % 18.9 %

2. China 137,000,000 10.4 % 12.3 %

3. Japan 86,300,000 67.1 % 7.7 %

4. Germany 50,471,212 61.2 % 3.6 %

5. India 40,000,000 3.5 % 3.6 %

6. United Kingdom 37,600,000 62.3 % 3.4 %

7. Korea (South) 34,120,000 66.5 % 3.1 %

8. Brazil 32,130,000 17.2 % 2.9 %

9. France 30,837,592 50.3 % 2.8 %

10. Italy 30,763,848 51.7 % 2.8 %

11. Russia 23,700,000 16.5 % 2.1 %

12. Canada 22,000,000 67.8 % 2.1 %

13. Mexico 20,200,000 19.0 % 1.8 %

14. Spain 19,765,032 43.9 % 1.8 %

15. Indonesia 18,000,000 8.0 % 1.6 %

16. Turkey 16,000,000 21.1 % 1.4 %

17. Vietnam 14,913,652 17.5 % 1.3 %

18. Australia 14,729,191 70.2 % 1.3 %

19. Taiwan 14,500,000 63.0 % 1.3 %

20. Argentina 13,000,000 34.0 % 1.2 %

TOP 20 Countries 867,138,708 20.8 % 77.8 %

Rest of the World 247,135,718 10.3 % 22.2 %

Total World - Users 1,114,274,426 16.9 % 100.0 %

(Source: Internet World Stats, 10 March 2007)


The ADMA would like to thank all of the following

who contributed to this Yearbook:


DemographicsThere are currently 14.73 million Internet users inAustralia, representing 70.2% of the population. (Source: Internet World Stats)

There were 3.5 million broadband households inAustralia in 2006, representing 45.4% of all onlinehouseholds. By 2010, it’s estimated that more than70% of all Australian online households willsubscribe to a broadband connection.

(Source: eMarketer)

In 1998, only a third of households with PC accesshad access to the Internet. In 2005-06, this stoodat 86%, representing 4.7 million households.(Source: Australian Bureau of Statistics)

In 2005-06, 66% of the population 15 years andolder used the Internet – as did 89% of 12-to-14-year-olds, 76% of 9-to-11-year-olds and nearly40% of 5-to-8-year-olds. (Source: Australian Bureau of Statistics)

There has been a 70% growth of mobile phoneswith Internet access in Sydney in the past two years.(Source: Synovate)

Internet Users and Penetration in Australia2005-2011 (millions and % of population)Year Total %2005 12.5 million 62.2%2006 13.1 million 64.5%2007 13.6 million 66.7%2008 14.0 million 68.0%2009 14.4 million 69.2%2010 14.8 million 70.8%2011 15.3 million 72.5%(Source: eMarketer)

Internet Subscribers by LocationLocation total %New South Wales 1,994,000 33%Victoria 1,457,000 25%Queensland 1,256,000 21%South Australia 398,000 7%Western Australia 586,000 10%Tasmania 127,000 2%Northern Territory 44,000 1%Australian Capital Territory 84,000 1%(Source: Australian Bureau of Statistics Internet Activity Survey, June 2006)

Internet Penetration by Demographic Profileand Access Location, July 2005-June 2006(% of population in each group)

% at-home % at-work % any location

Male 58% 31% 67%Female 55% 28% 65%Age 15-17 80% 4% 93%18-24 68% 28% 85%25-34 66% 45% 82%35-44 67% 40% 77%45-54 63% 40% 69%55-64 48% 25% 54%65+ 18% 3% 19%Total 57% 29% 66%(Source: Australian Bureau of Statistics)

E-commerceTotal online spending in Australia totalledAUD$11.35 billion in the 12 months to June 2006.That’s around $1,900 annually per shopper. (Source: ACNielsen)

The number of Australian consumers shoppingonline jumped by 13% in the past year to 5.9million people. Of these online shoppers, 51% hadmade repeat purchases, 53% had purchased airlinetickets, 47% had paid for accommodation and 38%had purchased concert/event tickets online.(Source: ACNielsen)

Of all international tickets issued by ZUJI inAustralia in Q3 2006, 54% of them were e-tickets.(Source: ZUJI)

ACNielsen recently asked consumers what helpedtheir final decision when it came to purchasing avariety of products. ‘Searching the Internet’ was themost popular decision influencer for Australianconsumers when it came to purchasing holidays

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(66%), MP3 players (43%) and loans (41%).(Source: ACNielsen)

47% of Australian Internet users have accessedinsurance information online in the past six months.(Source: ACNielsen)

Australian online video revenues for 2006 wereUS$4 million. Estimates are that by 2009 theAustralian online video market will generate $18.4million and $48.6 million by 2012.(Source: Informa Telecoms & Media)

13% of mobile users in Sydney use their phones todo their personal banking; while 13% use them tosearch for information on products or services. (Source: Synovate PAX-Pan Asia Pacific Cross MediaSurvey 2006)

Where Australians Like to Shop Online

(Source: ACNielsen)

Frequency of Blogging Activities AmongstAustralia’s UsersWrite a blog or contribute to other people’s blogs 68%- Several times a day 1%- Once a day 5%- Several times a week 9%- Once a week 5%- 2-3 times a month 12%- Once a month 12%- Once every 2 months 5%- Less often 19%

(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft

Digital Advertising Solutions. Those who have visited/used a blogging/social

networking Web site in the past 3 months)

Frequency of Online Social ActivitiesActivity % of respondentsUsed instant messengers in past 3 months 34%Used Web-based email services in past 3 months 70%Visited blogging/social networking Web sites in past 3 months 19%(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft

Digital Advertising Solutions. All people aged 15-64)

Value-Added-Services used by Mobile Users*Service %Text Messaging/SMS 69Competition via SMS/text 13Photo/video messaging/MMS/PXT 13Photo messaging/PXT 13Downloading ringtones 8Listening to radio 7(Source: Nielsen//NetRatings, June 2006. *in the past 3 months)

Online AdvertisingThe Australian online advertising market grew61.5% in 2006, generating AUD$1 billion inrevenues. In the six months to 31 December 2006online advertising spend totalled $580 million, a62.5% increase on the corresponding 2005 period.(Source: Audit Bureau of Verification Services)

By 2010, it is predicted that the Australian onlineadvertising market will be bringing in AUD$2.95billion in annual revenues.(Source: Frost & Sullivan)

A total of 64% of Australian advertisers haveinvested in online advertising in the past year, up5% from January 2006. And 98% of all ad agencieshave placed advertising online during the past 12months, a 15% increase from January 2006. (Source: emitch/Roy Morgan, March 2007)

Major advertisers in Australia say they will investclose to 22% of their total advertising dollars onlinein 2007, compared to 16% in 2006.(Source: emitch/Roy Morgan)

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2006 Online Ad Revenues by Segment (%increase vs 2005)Segment % increasePaid search 105%Directories 60%Classifieds 49%General Advertising 48%(Source: Frost & Sullivan, eMarketer)

Strengths of Internet as Advertising Medium(according to advertisers)Leading strengths % of respondentsCost effective 32%Targeting capabilities 31%High accountability 25%Customer reach 23%Interactive 11%Immediacy 10%Ability to change quickly 8%Speed to market 7%Customers/clients online 6%Access to large amounts of information 6%(Source: emitch/Roy Morgan Research, August 2006)

Top Web Sites by Market Share Rank Web site Market Share 1. www.google.com.au 7.08% 2. www.google.com 3.89% 3. www.hotmail.com 2.99% 4. ninemsn.com.au 2.5% 5. www.ebay.com.au 1.94% 6. www.myspace.com 1.89% 7. au.yahoo.com 0.81% 8. www.msn.com 0.73% 9. www.yahoo.com 0.65% 10. mail.myspace.com 0.65% 11. www.bom.gov.au 0.63% 12. mail.yahoo.com.au 0.62% 13. www.netbank.commbank.com.au 0.57% 14. images.google.com.au 0.55% 15. news.ninemsn.com.au 0.52% 16. www.youtube.com 0.52% 17. www.wikipedia.org 0.48% 18. mail.yahoo.com 0.45% 19. www.news.com.au 0.44% 20. www.gmail.com 0.43%(Source: Hitwise, December, 2006 - based on market share of visits across

all Hitwise industries.)

CASE STUDY - CCHHIICCKKEENN LLIITTTTLLEECLIENT: Buena Vista International (BVI)AGENCY: MindShareCAMPAIGN: To promote film, Chicken LittleOBJECTIVE: To promote animation movie ChickenLittle, in December 2005, movie distributor BuenaVista International (BVI) wanted to engage peoplein a new way and encourage them to watch anonline trailer of the film. STRATEGY: The company used special WindowsLive™ Messenger Services Theme Packs; alignedwith online advertising on Windows Live Hotmail®,the Windows Live Today homepage, and thenineMSN homepage. DETAILS: BVI ran its online promotional campaignfor the entire month of December 2005. It used aWindows Live Messenger One-Click Theme Pack forusers to download backgrounds, send Winks, useChicken Little mood backgrounds, and sendDancing Chicken emoticons to other Windows LiveMessenger users. The campaign also featured aneditorial page with details of the movie, plus adirect link to the InCinemas.com.au Web site, whichfeatured the Chicken Little movie trailer. In a network first, BVI placed an animated“premium expanding” button on the nineMSNNetwork homepage and in the Messenger ‘hockeystick’ zone. Both featured a dancing Chicken Littlecharacter that linked to the advertorial or thedownload screen. A chat window text link providedan additional theme download option.Supplementary promotion was provided by aHotmail Inbox and nineMSN homepage banneradverts. BVI’s target was 250,000 downloads overthe duration of the campaign.RESULTS: 1. The campaign saw record-breakingtake-up, with 33 million impressions, and more than301,000 downloads of the Theme Pack. 2. A target download figure exceeded by 60% inthree weeks. 3. An unusually high 0.5% click-through rate. 4. Initial targets met with two weeks to go. 5. Excellent Dancing Chicken viral penetrationacross all age groups. 6. 40-50% extra value from viral distribution andeditorial. The lowest client cost-per-click to date.


DemographicsAccording to the CNNIC, 18-to-24-year-olds arenearly four times as likely to be Internet users thanthe general population. (Source: eMarketer)

In 2006, there were 46.6 million broadbandhouseholds in China, representing 12.6% of allonline households.(Source: eMarketer)

The number of Internet users in China hasincreased from 22.5 million in 2000 to 137 millionat the end of 2006, representing a growth rate of508%. Chinese Internet users now represent 34.4%of all Internet users in Asia.

(Source: Internet World Stats)

China is now only behind the US for the overallnumber of users online. Prediction – at the currentrate of growth, Chinese Internet users will exceedthe 210 million US users by 2009.(Source: eMarketer)

User BehaviourOut of China’s Internet users, around 38 million ofthem play online games.(Source: Palava Digital)

The number of short message service (SMS) usersin China is expected to reach 360 million by 2008,with an expected market value of RMB37 billion.(Source: Analysys International)

Email is an important tool for collecting opinionsfrom peers regarding purchase decisions. 75% ofHotmail®/Windows Live Mail users in China discussmusic (MP3s, CDs, etc) via email prior to purchase;

61% of men discuss car purchases; 78% of menand 71% of women discuss electronics and gadgetsprior to purchasing; 69% of men and 61% ofwomen talk about mobile phone purchases on emailbefore purchase; and 74% of women and 59% ofmen exchange their ideas on clothes andaccessories purchases via email.(Source: Microsoft Digital Advertising Solutions)

In a survey regarding email etiquette, in reply tothe question: “which is the most impolite emailhabit?”, 64% of Chinese respondents said “sendingchain emails”, while only 3% said “using a PDAwhile out with others”. (Source: Synovate)

Electronics and gadgets (74%) is the most talked-about topic via email in China, closely followed byeducation (73%), travel (72%) and socialarrangements (72%).(Source: Microsoft Digital Advertising Solutions)

In a survey regarding the effectiveness of differentmediums, Chinese respondents said they found theInternet was the most effective in “deliveringinformation” and “being a source of entertainment”.The Internet was not seen as being the mosteffective in “supporting purchase decisions”,“arousing interest” or “drawing attention”.(Source: Synovate)

In a survey regarding the consumption of news,Chinese respondents said that when a majordisaster or news story breaks, only 19% of themturn to the Internet. That’s compared to 60% ofpeople who turn to the TV. In the past week 22%had gone online to read a blog; 18% had receivednews on their mobile phones; 13% had emailedsome interesting news to a friend; 11% hadreceived a regular, subscribed to news email; and7% had accessed a news Web site that they hadpaid to use or subscribed to.(Source: Synovate)

Out of all Chinese mobile Internet users, 72.2% ofthem use their mobile phones for sending orreceiving email; 30.9% for reading news andinformation; 19.4% for downloading ringtones,movies and games; 6.3% for logging on tocommunities; 5.3% for their banking; 2.6% fortheir own blogs and 2.3% for watching onlinevideos.(Source: CNNIC, January 2007)

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Number of Chinese Internet Users 2005-2011(millions and % penetration)

(Source: Emarketer: Internet Users and Penetration in China, 2005-2011)

China’s Internet Users (% of total)GenderMale 58.3%Female 41.7%Marital StatusMarried 57.8%Unmarried 42.2%Age<18 17.2%18-24 35.2%25-30 19.7%31-35 10.4%36-40 8.2%41-50 6.2%51-60 2.2%60+ 0.9%EducationBelow High School 17.1%High School 31.1%College Diploma 23.3%Bachelor’s Degree 25.8%Master’s Degree 2.3%Doctoral Degree 0.4%ProfessionStudents 32.3%Company staff 29.7%Teachers/School staff 6.2%

Government staff 4.3%Non-profit staff 8.6%Self-employed 9.6%Peasants/farmers 0.4%Unemployed 7.2%Army/Others 1.7%Monthly Income (RMB) Less than 500 25.3%501-1,000 18.1%1,001-1,500 13.6%1,501-2,000 11.2%2,001-2,500 6.1%2,501-3,000 7.6%3,001-4,000 4.8%4,001-5,000 4.1%5,001-6,000 1.6%6,001-10,000 1.8%Over 10,000 1.6%No income 4.2%(Source: China Internet Network Information Center (CNNIC), Jan 2007)

Internet Access Locations (% of users)Home 76.0%Work 33.4%Internet cafe 32.3%School 12.6%Public places 0.9%Others 0.2%(Source: CNNIC, Jan 2007)

Average Time Spent Online Per Week (hours) Average 16.9Males 18.6Females 14.8Below 18 years-old 7.018-24 year-olds 21.525-30 year-olds 21.031-40 year-olds 16.740+ 15.8(Source: CNNIC, January 2007)

Online Activities by Internet Users (% of respondents)Email 56.1%News browsing 53.5%Search engines 51.5%Acquisition of information 41.0%Forums, discussion groups 36.9%Watching/downloading video 36.3%Instant message 34.5%Listening/downloading music 34.4%Internet Games 26.6%Blogging 25.3%Online shopping 23.6%Job-hunting 20.8%Chat 20.8%Telephone calls 11.2%Online banking 10.5%Online reservation (hotels etc) 8.6%(Source: CNNIC, Jan 2007)


China’s Mobile Internet Users (% of total)GenderMale 67.7%Female 32.2%Marital StatusMarried 66.0%Unmarried 34.0AgeUnder 18 16.9%18-24 41.7%25-30 24.6%31-35 8.2%36-40 5.5%40+ 3.1%ProfessionStudents 30.9%Company staff 31.5%Teachers/School staff 3.3%Government staff 4.0%Non-profit staff 8.2%Self-employed 13.6%Peasants/farmers 0.2%Unemployed 5.9%Army/Others 2.4%(Source: CNNIC, Jan 2007)

Frequency of Blogging Activities AmongstChina’s UsersWrite a blog/contribute to other people's blogs 79%- Several times a day 2%- Once a day 5%- Several times a week 15%- Once a week 15%- 2-3 times a month 12%- Once a month 7%- Once every 2 months 3%- Less often 19%




Top Web Sites 1. Baidu.com 2. QQ.com 3. Sina.com.cn 4. Sohu.com Inc. 5. 163.com 6. Yahoo.com.cn 7. Taobao.com 8. Google 9. TOM.COM 10. Google.cn (Source: Alexa.com, April 2007)

E-commerceChina’s retail e-commerce revenues were expectedto increase from US$504.3 million in 2005 toUS$700.1 million in 2006.(Source: Analysys International)

China’s online travel market in Asia is expected togrow by 71% by 2010.(Source: Euromonitor)

Online AdvertisingAt end 2006, the market size of the onlineadvertisement industry in China had reachedRMB1.324 billion, representing an increase of9.53% from Q3. Revenues from key wordadvertisements were RMB476 million, representing36% of the total market and an increase of 14.4%from the Q3. Revenues from column-basedadvertisements were RMB751million, representing56.7% of the total market size and an increase of6.68% from the Q3.(Source: Analysys International)

In May 2006, 587 online display advertisers rannearly 1,500 campaigns consisting of more than3,700 banners. In July 2006, 817 online displayadvertisers ran 2,276 campaigns consisting of 5,785banners.(Source: Nielsen//NetRatings)

During the May-September period of 2006, therewas a total of 3,795 online advertisers in China,running 10,136 campaigns (at an average of 2.7each), posting 25,023 banners and generating 285billion ad impressions. The total ad expenditure inthat period was RMB2.3 billion. Of that expenditure,26% of it went on automotive advertisements; 23%on computers and electricals; and 10% on FMCGadvertising. Just 7% of online ad spend went onfashion; 6% on auctions and classifieds; 4% onmedia; 3% on entertainment; and 3% on property. (Source: Nielsen//NetRatings)

During the January-June period of 2006, out of theRMB2 billion spent on online advertising, 60% (RMB1.25 billion) went on display advertising; 33% (RMB697 million) on search engines; and 7% (RMB139million) on classifieds and other forms of ads.(Source: Nielsen//NetRatings)

In 1H 2006, Sina.com led the portals, owning 20%of China’s online advertisement market, worthRMB420 million in ad revenues; Sohu.com had 14%market share earning RMB290 million; Netease.comwith 6% generated RMB130 million; QQ.com and its5% earned RMB100 million; while Tom.com had 3%share worth RMB50 million.(Source: iADTracker 3.0, iResearch ConsultingGroup “China Online Advertising Research Report”)


Online Ad Spend by Brand (RMB millions)eBay.com 53.201Lenovo 53.154Samsung 38.636Dell 28.609Microsoft 24.67Taobao.com 23.723China Mobile 22.23Toyota 21.157HP 19.106TCL 15.519(Source: iADTracker 3.0, iResearch Consulting Group “China Online

Advertising Research Report 1st Half of 2006”)

Online Advertisers by Sector (RMB millions)

(Source: iADTracker 3.0, iResearch Consulting Gourp “China Online

Advertising Research Report, 1H 2006”)

Most Popular Ad Formats, 1H 2006 (numberof insertions)Long horizontal banner large-size advertisement 189,340Button advertisement 87,987Retractable banner advertisement 64,378Long vertical large size advertisement 50,758Square large size advertisement 34,747Suspending advertisement 12,228Pop-up window advertisement 7,187Couplet advertisement 6,806Online software advertisement 1,426Inserting rich media advertisement 1,077(Source: iADTracker 3.0, iResearch Consulting Group “China Online

Advertising Research Report”)

CASE STUDY - ADIDASCLIENT: AdidasAGENCY: Outblaze/Palava DigitalCAMPAIGN: To leverage off the Football WorldCup 2006STRATEGY: Designing two online games: TheTUNiT Flash Game/Multi-level Flash Game and The

Impossible Team Online Game/Massively MultiplayerOnline Game (MMOG) - The first massively multi-player online game built entirely for a leadingconsumer brand.RESULTS: 1. The TUNiT Flash Game generated 8million page views over six weeks. 2. TUNiT garnered 70,000 registrations (notobligatory).3. Players spent a total of 72,300 minutes onlineplaying the game; each spending on average 11minutes each. (Standard Flash games generate 3-4minutes playing time. High quality graphics, gameplay, multiple environments and mini-challengeswithin the TUNiT generated three times as muchparticipation.)4.The Impossible Team Online Game generated 1million game logins and 60,000 registrations.5. Gamers spent a total of 15 million minutes (258hours) playing The Impossible Team Online Game; or533 minutes (9 hours) per person on average spentimmersed in the adidas virtual world.6. 36 logins per registered member; 15 minutes perlogin per user. The top participant played for over 300hours (12.5 days) while the top 30 players onaverage spent 126 hours playing in the adidas world.7.The Impossible Team Online Game showed steepsubscription growth similar to that of Dungeons &Dragons Online, an internationally renowned game.

CASE STUDY - NEUTROGENACLIENT Neutrogena Sensitive Skin RangeAGENCY: AgendaCAMPAIGN: The Power of Word-of-MouthOBJECTIVES: Deepen product appreciation. Collectdatabase of sensitive skin consumersSTRATEGY: Based on three pillars. 1. Establish andown a strong skincare image through a strongdermatologist presence. 2. Leverage WOM (word-of-mouth) as a key medium used by people with skinproblems. 3. Positioning angle versus competitors -know myths from facts.DETAILS: Developed a Skin Analyzer in 31combinations, with intelligent content not limited toproduct information which was used by manyconsumers in their own blogs and forums. Leveragedword-of-mouth as a key medium used by people withskin problems by recruiting Net Journalists to beNeutrogena’s voice with skincare bloggers andskincare forum administrators. Product samples weresent for own and readers’ use and collaborated to getreviews.RESULTS: 1. Paid media generated awareness.2. Word-of-mouth outperformed paid media andcreated tail effect.3. Cost performance of word-of-mouth far better thanpaid media.4. 15% point-of-sale lift. 5. No other media and PR used, hence conclusion canbe made that the Web site and the word-of-mouthstrategy contributed significantly to the sales lift.

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DemographicsThere were an estimated 4.87 million Internet usersin Hong Kong (68.2% of the population) in January2007, up by 113.7% from 2000. Hong Kong’sInternet users represent 1.2% of Asia’s onlinepopulation.(Source: Internet World Stats, Jan 2007)

By the end of 2005, 65.6% of Hong Konghouseholds were using broadband - making HongKong second in the world in terms of penetration. (Source: Hong Kong Yearbook 2005)

At the beginning of 2006, there were 8.6 millionmobile subscribers.That’s a 123% penetration level.(Source: Office of the TelecommunicationsAuthority)

Hong Kong’s broadband penetration rate - amongthe highest in the world - has facilitated thedevelopment of IPTV. As of June 2006, there weremore than 700,000 IPTV subscribers in the territory.(Source: tdctrade.com)

User BehaviourIn a survey regarding the effectiveness of differentmediums, Hong Kong respondents said they foundthe Internet was the most effective in “deliveringinformation”, “being a source of entertainment” and“supporting purchase decisions”. They did notregard the Internet as being the most effectivemedium in “arousing interest” or “drawingattention”.(Source: Synovate)

Hong Kong Internet users on average spend 1.4hours per day checking their email; one hour a dayon online community activities; and three hours aday on instant messaging applications.(Source: Synovate)

In a survey regarding the consumption of news,Hong Kong respondents said that when a majordisaster or news story breaks, only 8% of themturn to the Internet, compared to 71% which turnto the TV. In the past week 52% of them had readthe weekend newspapers for over an hour; 19%had gone online to read a blog; 8% had receivednews on their mobiles; 14% had emailed someinteresting news to a friend; 13% had received aregular, subscribed to news email; and 8%accessed a news Web site that they had paid to useor subscribe.(Source: Synovate)

In a survey regarding email etiquette, in reply tothe question: “which is the most impolite emailhabit?”, only 19% of Hong Kong respondents said“sending chain emails”, while 55% said “copyingirrelevant people”. (Source: Synovate)

Internet Usage and Population StatisticsYear Users Population % Pop. Source

2000 2,283,000 6,702,500 34.1 % ITU

2005 4,878,713 6,898,686 70.7 % Nielsen//NetRatings

2006 4,878,713 7,054,867 69.2 % Nielsen//NetRatings


Information Technology Penetration at Home 2005 2006

households with PC at home amongst all households in Hong Kong 70.1% 71.7%households with PC at home connected to Internet amongst all households with PCat home in Hong Kong 92.2% 93.6%households with PC at home connected to Internet amongst all households in Hong Kong 64.6% 67.1%(Source: Household Survey on Information Technology Usage and

Penetration 2006, Hong Kong Census and Statistics Department)

E-commerceHong Kong’s online travel market - in terms of thevolume of retail sales - is expected to grow by97.9% by 2010.(Source: Euromonitor)

44% of international air bookings made on ZUJIHong Kong are made within two weeks of travel.(Source: ZUJI)

80% of international e-tickets issued by ZUJI arefor travel from Hong Kong.(Source: ZUJI)

Out of the Hong Kong Internet users who downloadmusic online, 75% of them don’t pay for it.(Source: Synovate)

According to a 2005 ACNielsen survey, favouriteitems or services for Hong Kong online shoppersincluded books (35%), event tickets (23%),tours/hotels reservations (19%) and airline/ticketsreservations (16%). The same survey indicated thatthe majority of Hong Kong online shoppers usedcredit cards to settle payment for their online


purchases, making Hong Kong the second highestin Asia Pacific and the third highest in the world forusing credit cards in settling online purchases.(Source: tdctrade.com)

According to a recent survey, there has been a 70%growth in the number of mobile phones withInternet access in Hong Kong. According to thesame survey, 21% of mobile users in the city usetheir mobile phones to do their personal banking;while 16% use them to search for information onproducts or services online. (Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

According to a government survey, nearly 9% of allHong Kong users aged 15 and over had used oneor more types of online purchasing services forpersonal matters in the previous 12 months.(Source: Household Survey on InformationTechnology Usage and Penetration 2006, HongKong Census and Statistics Department)

Frequency of Social ActivitiesActivity %Used instant messenger in past 3 months 49%Used Web-based email services in past 3 months 65%Visited blogging/social networking Web sites in past 3 months 27%(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft


Frequency of Blogging Activities AmongstHong Kong’s UsersWrite a blog or contribute to other people’s blogs 77%- Several times a day 8%- Once a day 9%- Several times a week 25%- Once a week 11%- 2-3 times a month 10%- Once a month 5%- Once every 2 months 3%- Less often 6%


Digital Advertising Solutions. Those who have visited/used a social


How Hong Kong Online Users Consume NewsInternet Television Newspaper Mobile

At least once a day 11% 81% 46% 6%

4-6 times a week 3% 8% 11% 2%

2-3 times a week 5% 5% 11% 3%

Once a week 4% 2% 8% 3%

Once a month 2% 1% 3% 2%

Seldom/Never 74% 3% 20% 84%

Total 100% 100% 100% 100%

(Source: Synovate)

Online AdvertisingOnline vs Total Advertising Spend in HongKong, 2000-2007 (US$millions)Year Online Total2000 $0.0 $3,5552001 $0.0 $3,8002002 $0.0 $4,2972003 $0.1 $4,6442004 $0.1 $5,2992005 $0.1 $5,8742006 $0.2 $6,4472007 $0.2 $7,125(Source: eMarketer.com)

Top 10 Hong Kong Media by Ad Spend

(Source: Admango, Jan 2007)

Top 20 Online Advertisers by Ad SpendCompany $ 1. PCCW HKT 9,936,2302. The Wall Street Institute 9,740,2123. Dell 5,687,1544. Citifinancial 4,789,9315. Cosmetic Care Asia 4,756,3996. eBay 3,641,9117. Inchroy 2,630,3858. Town Gas / TGC 2,389,2769. South China Morning Post Publishers 2,339,98010. Visa 2,212,43811. Linguaphone 2,118,91412. HKMA 1,918,81913. EF Education First [EF Education] 1,782,99814. Mei Ah Entertainment 1,715,66315. Nokia 1,626,39216. Fuji Xerox 1,584,44617. Hitachi 1,445,60318. Golden Scene Company 1,372,60319. Hutchison 3G HK 1,245,90320. Adidas 1,195,06421. Nike 1,143,131(Source: Admango, Feb 2007)

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Top Web Sites 1. Yahoo! 2. Uwants.com 3. discuss.com.hk 4. Xanga 5. Microsoft Network (MSN) 6. YouTube 7. Atnext.com 8. Hkjc.com 9. Windows Live 10. Newsgroup.la (Source: Alexa.com, April 2007)

Top Web Sites (% market share)Rank Web site Market Share 1. hk.yahoo.com 8.15% 2. www.xanga.com 2.61% 3. search.hk.yahoo.com 2.52% 4. mail.yahoo.com.hk 2.19% 5. www.google.com 1.74% 6. www.youtube.com 1.59% 7. www.hotmail.com 1.55% 8. www.gofoxy.net 1.27% 9. www.gmail.com 1.14% 10. www.uwants.com 1.05% 11. hk.knowledge.yahoo.com 0.94% 12. geocities.yahoo.com 0.88% 13. www.google.com.hk 0.88% 14. hk.auctions.yahoo.com 0.88% 15. hk.news.yahoo.com 0.86% 16. hk.finance.yahoo.com 0.7% 17. mail.yahoo.com 0.68% 18. bet.hkjc.com/football 0.63% 19. HKJC.com 0.57% 20. appledaily.atnext.com 0.55% (Source: Hitwise. Based on HK Internet usage for December, 2006, ranked

by market share of visits across all Hitwise industries.)

CASE STUDY - SCMPCLIENT: South China Morning Post (SCMP)AGENCY: Tribal DDB Hong KongCAMPAIGN: The SCMP Job Hunting CardOBJECTIVE: To develop an online campaign whichwould bring quality readers to SCMP’s job classifiedsite during, and after, the campaign period.STRATEGY: Tribal DDB came up with an idea anda desktop software which allows readers to

selectively pull relevant job listing content from theSCMP job database. DETAILS: This software was distributed via SCMP’sWeb site as well as CD-ROMs cut to the shape ofbusiness cards, branded as the Job Hunting Card.RESULTS: The campaign ended in 2003; and nowthree years later, the system still tracks over 80%of the original installer base using the Hunting CardSoftware on a daily basis.

CASE STUDY - BIOTHERMCLIENT: BIOTHERM (owned by L’Oreal Hong Kong)AGENCY: Media Explorer (ME)CAMPAIGN: BIOTHERM Skin Loving Colors SpringSummer 2005; BIOTHERM AQUATRIO OBJECTIVE: To promote BIOTHERM’s skin careand make up products on the Internet in order toattract customer visiting their outlets. Enlarge theircustomer email database throughout the campaign. STRATEGY: ME developed two online promotionalcampaigns for the BIOTHERM Skin Loving ColorsSpring Summer 2005 and BIOTHERM AQUATRIOprojects. The scopes included design andproduction of mini Web site, banners, tell a friend,flash game, e-coupon, e-news subscription, and e-newsletter and email broadcasting. DETAILS: ME proposed strategies on the bounceback mechanism for the campaign and enlargingthe customer email database. The “Tell a Friend”module was recommended to help for broadcastingthe Web site’s address by visitors. ME monitored,measured and reported on email open rates, click-through rates and hit-rates of the Web sites.Creative solutions included concept development,navigation and information presentation thatcovered graphic design, animation and userinterface. Web applications development includedTell-a-Friend, bounce back mechanism and Flashgame.RESULTS: 1. Biotherm’s management team has abetter bridge on communicating with their membersand visitors through online media. 2. New products and events were successfullypromoted and the message was spread amongmembers and Internet users. 3. The customer email database was enlarged. 4. The brand gained more exposure on the Internetand brand awareness was enhanced.


DemographicsThere are 40 million Internet users in India,representing 3.5% of the population. Thisrepresents a 700% growth rate in users since 2000. (Source: Internet World Stats, January 2007).

The Internet & Mobile Association of India (IAMAI)says Internet adoption is growing in India, andpredicts there will be 100 million by end 2007. (Source: eMarketer)

In 2006, there were 2.3 million broadbandhouseholds in India, representing 1.2% of all onlinehouseholds.(Source: eMarketer)

In June 2006, India passed Japan as the secondlargest mobile services market in Asia Pacific interms of subscribers, after China. India currentlyhas 142.7 million mobile subscribers - which is onlya mobile penetration rate of 13%. (Source: eMarketer)

The percentage of light Internet users are on thedecline in India, dropping from 63% in 2001 to26% in 2006.(Source: G2 Interactive)

The number of mobile phone subscribers in India isnearly double that of landline subscribers.(Source: International Telecommunication Union)

According to a recent survey, there has been a 47%growth rate over the past two years in the numberof mobile phone users with Internet access in India.(Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

Total Internet Users by Access Location (%)Cyber School

-café Home Office /College Other

Schoolkids (12+) 53 28 - 15 4

College students 53 33 - 12 2

Non-student

men (18-35) 36 26 35 1 2

Older men

(35-38) 18 39 41 - 2

Working women

(18-45) 25 34 38 2 1

Non-working, non-student

Women (18-45) 45 47 - 2 5

(Source: eMarketer, Internet & Mobile Association of India)

Internet Users and Penetration 2005-2011(millions and % of population)

(Source: eMarketer)

Active* Internet Users by Weekly UsageUsage 2004 2006Light (less than 120 mins) 54% 28%Medium (121-450 mins) 23% 31%Heavy (450+ mins) 20% 38%Total (average hours) 6.1 8.2(Source: eMarketer, Internet and Mobile Association of India, *used in the

past month)

User BehaviourContrary to popular belief email and chat are nolonger the most popular activities on the Internet.32% of users primarily rely on the Internet forinformation and research, up from 20% in 2001 to32% in 2006. (Source: G2 Interactive)

39% of users still prefer to access the Internet fromCyber cafes but this scenario is set to change -time spent in cyber cafes is reducing gradually andaccess from home is gaining steadily, rising from21% in 2003 to 31% in 2006.(Source: G2 Interactive)

India’s Internet users on average spend 1.7 hoursper day checking their email; 1.3 hours a day ononline community activities; 2.3 hours a day oninstant messaging applications; and 2.1 hours onother Internet activities.(Source: Synovate)

In a survey regarding the consumption of news,Indian respondents said that when a major disasteror news story breaks, only 2% of them turn to the

1.8% 2.3% 2.9% 3.6% 4.3% 5.1% 6.0%

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Internet, compared to 88% which turn to the TV. Inthe past week 1% had gone online to read a blog;3% had received news on their mobiles; 4% hademailed some interesting news to a friend; 3% hadreceived a regular, subscribed to news email; and2% accessed a news Web site that they had paid touse or subscribe.(Source: Synovate)

In a survey regarding the effectiveness of differentmediums, Indian respondents said they found theInternet was the most effective in “deliveringinformation”. They did not regard the Internet asbeing the most effective medium in “drawingattention”, “arousing interest”, “supporting purchasedecision” or “being a source of entertainment”.(Source: Synovate)

Main Applications Used by Indian SurfersActivity % (2004) % (2006)Email 50% 45%Information/Education 24% 33%Buy/Sell/Transact 1% 4%Text/Chat 12% 10%Entertainment 9% 7%(Source: I-Cube, Internet and Mobile Association of India)

Frequency of Blogging Activities AmongstIndia’s UsersWrite a blog or contribute to other people’s blogs 93%- Several times a day 19%- Once a day 23%- Several times a week 19%- Once a week 13%- 2-3 times a month 3%- Once a month 10%- Once every 2 months 2%- Less often 5%




Frequency of Social ActivitiesActivity %Used instant messengers in past 3 months 16%Used Web-based email services in past 3 months 16%Visited blogging/social networking Web sites in past 3 months 9%(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft


E-commerceOnline travel sales in India will nearly quadruple toreach revenues of US$2 billion in 2010.(Source: Euromonitor)

India will be Asia’s fastest growing travel retailmarket by 2010. The volume of India’s online travelretail transactions is expected to increase by 271%between 2005 and 2010, generating more thanUS$2 billion in 2010 in that year alone.(Source: Euromonitor International)

India’s market for mobile value added services(VAS) was estimated to be worth Rs.2850 crore(US$660 million) at the end of 2006 and isestimated to grow at 60% to reach Rs.4560 croreby the end of 2007. (Source: IMRB Research, November 2006)

In 2006 India generated US$1.2 billion in B2C e-commerce sales. By 2010 it is forecast that thecountry will generate $6.4 billion which represents acompound annual growth rate (CAGR) of 50.7%.(Source: eMarketer)

Breakdown of Mobile Value Added Services VAS Revenues % of total P2P SMS Rs. 1140 crore (40%)Ringtone Download Rs. 1026 crore (35%)P2A & A2P Rs. 428 crore (15%)Game & Data Rs. 171 crore (7%)Others (MMS etc) Rs. 86 crore (3%) (Source:IMRB Research)

Online AdvertisingThe online advertising market has radicallyincreased in size over the past 3-4 years. In 2003-04 it was worth Rs.420 million (US$9.8 million); in2004-05 it was worth Rs.1,070 million; by 2005 ithad reached Rs.1,620 million. By 2006 the onlineadvertising market in India was worth Rs.2,180million – or US$51 million.(Source: G2 Interactive)

Advertising revenues in India 2006 vs 2005

(Source: eMarketer)

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Share of Online Ad Revenue by Category (%)Category 2004-5 2005-6Financial Services 27% 24%Technology 13% 11%Travel 14% 12%Automobile 9% 11%Consumer durables 8% 9%FMCG 7% 9%Online Services (P)* 12% 11%Entertainment 4% 7%Telecom 2% 6%(Source: G2 Interactive; *stands for personal and includes matrimonial, job

placement, personalised travel verticals)

Online Ad Revenues of Top Sites (US$m)Site US$mRediff 15Yahoo! 12Indiatimes 6Web18 Group 3MSN 2.5Sify 2Naukri 1.3WebDunia 0.8Others 5(Source:G2 Interactive)

Top Web Sites 1. Yahoo! 2. Orkut.com 3. Google India 4. Google 5. Rediff.com 6. Microsoft Network (MSN) 7. YouTube 8. Naukri.com 9. Blogger.com 10. Windows Live (Source: Alexa.com, April 2007)

CASE STUDY - TIMES JOBSCLIENT: TimesJobsAGENCY: Tribal DDB IndiaCAMPAIGN: If you have a reason we have a jobOBJECTIVES: TimesJobs wanted innovative yetcost effective ways of using the digital medium toincrease the number of resumes added to their Website daily and hence increase their current marketshare.STRATEGY: Completing forms can be veryirritating and a time consuming experience. Theidea was to create a simple banner that is a “onestop shop” for registration on TimesJobs - a single,end-to-end call for action within the banner itself.DETAILS: The banner developed allowed the userto “directly” upload his resume within the bannerwithout undergoing the registration process. Theseresumes got captured directly onto a server. Thecampaign was carried over around 30 Web sites.RESULTS: 1. Over 50 million impressions servedacross the campaign Web sites.2. 98% over delivery of leads as projected prior todeployment. 3. 48% efficiency in Cost per Acquisition.4. Efficiency in deliveries led to client spending inthe tune of 5 times the amount spent in the firstphase.5. Runaway success on Yahoo.co.in and Yahoo.com.


DemographicsThere are currently 2 million Internet subscribers inIndonesia with approximately 20 million users intotal. Out of these, around 100,000 are broadbandsubscribers.(Source: Ministry of Communication andInformation Technology)

Indonesia currently has around 63 million mobileusers, representing 28.64% of the population. Ofthese, there are 2 million 3G, edge and EV-DOsubscribers.(Source: Ministry of Communication andInformation Technology)

Indonesia’s online population has grown by 800%since 2000. Currently there is around 8% Internetpenetration in the country. Indonesia’s Internetusers represent 4.5% of Asia’s total onlinecommunity.(Source: Internet World Stats)

There has been a 75% growth rate in the past twoyears in the number of consumers in Jakarta thathave mobile phones with Internet access.(Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

E-commerceIndonesia’s online travel market - in terms of itsretail sales volumes - is expected to grow by 82.8%by 2010.(Source: Euromonitor)

Indonesia’s Internet users on average spend 1.8hours per day checking their email; 1.7 hours a dayon online community activities; 2.4 hours a day oninstant messaging applications; and 2.5 hours onother Internet activities.(Source: Synovate)

In a survey regarding the effectiveness of differentmediums, Indonesian respondents said they foundthe Internet was the most effective in “deliveringinformation”. They did not regard the Internet asbeing the most effective medium in “arousinginterest”, “supporting purchase decisions”, “drawingattention”, or “being a source of entertainment”.(Source: Synovate)

Indonesian respondents said that when a majordisaster or news story breaks, none of them turn to the Internet, compared to 94% who turn to the TV.

In the past week only 1% had gone online to reada blog; and just 2% had received news on theirmobiles.(Source: Synovate)

In a survey regarding the use of mobileapplications, 17% of mobile users in Jakarta saidthat they used their phones for personal banking,while 14% said they used them for product orservice information searching.(Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

Indonesian Internet Users 2004-2010

(Source: Ministry of Communication and Information Technology)

Indonesian Broadband Users 2004-2010Year Users (millions)2004 0.12005 0.22006 0.52007 0.92008 1.62009 2.02010 2.5(Source: Ministry of Communication and Information Technology)

Top Web Sites 1. Yahoo! 2. Friendster 3. Google.co.id 4. Google 5. Microsoft Network (MSN) 6. Blogger.com 7. Megaupload 8. UserCash.com 9. Rapidshare.com 10. WikiPedia (Source: Alexa.com, April 2007)

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DemographicsThere are currently 86.3 million Internet users inJapan, representing 67.1% of the population.(Source: Internet World Stats)

In 2006, there were 23.7 million broadbandhouseholds in Japan, representing 52.3% of allonline households.(Source: eMarketer)

There has been a 248.8% growth rate in thenumber of Internet users in Japan from 2000 to2007. Japan’s Internet users represent 21.6% ofAsia’s total online population.(Source: Internet World Stats)

In February 2007, Japan passed the 100 millionmark for mobile subscribers. The number of 3Gsubscribers for all carriers now exceeds 60 million.Japan is the world’s number one mobile market.(Source: eMarketer)

By 2011, there will be 95.4 million Internet users inJapan - 75% of the population. Driving the growthis cheap and widespread high-speed access.(Source: eMarketer)

Internet Users and Penetration 2005-2011(millions vs % of population)

(Source: eMarketer)

Internet Users by Access PlatformDevice millionMobile devices 69.2PC 66.0Mobile devices and PC 48.6Total 85.3(Source: Ministry of Internal Affairs and Communications (MIC) - Japan,

July 2006; InfoWorld, July 2006)

Mobile Internet Subscribers Q1 2005-Q3 2006 (millions)Q1 2005 76.55Q2 2005 77.75Q3 2005 78.92Q4 2005 80.09Q1 2006 81.78Q2 2006 82.91Q3 2006 84.06(Note: includes mobile phones and personal handy-phone systems (PHS)

Source: Ministry of Internal Affairs and Communications (MIC) - Japan,

January 2007/eMarketer)

E-commerceIn 2006 Japan generated US$33.5 billion in B2C e-commerce sales. Prediction: by 2010 it will generate$61.9 billion.(Source: eMarketer)

16% of Japanese mobile phone customers alreadyuse some kind of m-commerce.(Source: NPD Group)

A recent report from analyst firm Juniper Researchpredicts that Broadcast Mobile TV will reachrevenues of US$11.7 billion worldwide by 2011.Japan is predicted to lead the market with revenuesreaching US$2.9 billion.(Source: Wireless Watch Japan)

Japanese end-user mobile data spend will soar bynearly 60% in the next few years, from almostUS$17 billion in 2005 to nearly $28 billion in 2010.(Source: Strategy Analytics)

The Japanese retail e-commerce market was worthUS$32.7 billion in 2005, according to the NomuraResearch Institute. The figure is expected to reach$58.3 billion by 2010.

(Source: eMarketer)

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The size of Japan’s mobile commerce market morethan tripled from 2002 to 2005 to reach 407 billionyen (US$3.5 billion). The mobile commerce marketin the United States and Canada combined isexpected to reach only 75% of that size by 2009. (Source: Reuters)

According to government data, 80% of e-commerceby teenagers aged 15-19 was done via mobilephones in 2005.(Source: Reuters)

Japan’s online video revenues for 2006 wereUS$24.1 million. Estimates are that by 2009 theJapanese online video market will generate $155.1million, and $510 million by 2012.(Source: Informa Telecoms & Media)



Online Activities in Japanese HouseholdsActivity % of householdsInternet shopping 17.8Various reservations 10.8Auction ( Sell ) 2.0Auction ( Buy ) 5.5Internet banking 6.1Participation in the auction 3.4Maintenance of individual homepage 4.9Gathering information 43.2Online game 6.8Application for prize 4.3Email 29.4Others 0.9Gathered information through Internet forpurchasing goods and services 31.6Ordered through Internet on purchasing 21.1Didn’t order through Internet on purchasing 28.0Paid by credit card etc through Internet 12.6Didn’t pay by credit card etc through Internet 36.4(Source: Ministry of Internal Affairs and Communications: Utilization of

Internet by All Japan, Districts, and City Groups (Total Households), 2006

Yearly Average)

Frequency of Blogging Activities AmongstJapan’s UsersWrite a blog or contribute to other people’s blogs 67%- Several times a day 10%- Once a day 7%- Several times a week 18%- Once a week 5%

- 2-3 times a month 10%- Once a month 5%- Once every 2 months 3%- Less often 9%




Online AdvertisingIt is predicted that by 2008, Japan will be one ofjust eight markets globally where the Internetadvertising share will exceed 10% of total adbudgets.(Source: ZenithOptimedia)

In September, 2006 alone there were 1,254advertisers, running 3,004 online ad campaigns,utilising 6,453 banners or creatives, generating 29.5billion ad impressions – and representing an overallad expenditure of 19.2 billion yen (US$160 million).(Source: Nielsen//NetRatings AdRelevance, Japan;excludes in-house ads)

Internet advertising expenditures in Japan increased29.3% in 2006 from the previous year.(Source: Dentsu)

In 2005, 265 billion yen was spent on onlineadvertising. That rose to 359 billion yen in 2006and it is predicted to reach 643 billion yen in 2010.(Nomura Research Institute)

Japan’s mobile advertising revenues in 2006 cameto US$304 million and are predicted to increase to$389 million in 2007. By 2009, it is forecast thatJapan will be generating $560 million in mobileadvertising revenues.(Source: Yankee Group)

Top 10 Online Display Advertising Sectors,September 2006No. Sector Impressions Estimated ad

spend (¥ m) 1. Beauty 1,229.8 1,9452. Food 1,208.1 1,8663. Finance 1,054.3 6484. Mobile Comms 1,011.5 1,6335. Personal Loans 991.7 2,2466. Real Estate 868.5 1,1207. Employment 835.6 2,5068. Computers 803.6 1,1579. Car Manufacturers 679.3 1,11210. Others 671.1 1,189(Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads)


Top 10 Online Display Advertisers, September 2006Rank Advertiser Ad impressions % Share of

(millions) Total adimpressions

1. Vodafone 1,214 4.1%2. MediaRights 941 3.2%3. DHC 882 3.0%4. Carview 598 2.0%5. Kenkou

Corporation 515 1.7%6. SOFTBANK

Human Capital 511 1.7%7. ORIX Credit 453 1.5%8. At-Loan 433 1.5%9. Japan Airlines 401 1.4%10. INTELLIGENCE 391 1.3%(Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads)

Top 10 Online Display Vendors, September 2006Rank Vendor Ad impressions Share of

(in millions) total adimpressions

1. Yahoo! Japan 13,298 45.1%2. mixi 3,319 11.3%3. MSN 1,159 3.9%4. goo 951 3.2%5. NikkeiNET 751 2.6%6. Infoseek 697 2.4%7. EC Navi 647 2.2%8. Excite Japan 551 1.9%9. Kakaku.com 528 1.8%10. Nikkansports.com 496 1.7%Source: Nielsen//NetRatings AdRelevance, Japan; excludes in-house ads

Top Web Sites 1. Yahoo.co.uk2. Google.co.jp3. Mixi 4. FC2 5. YouTube 6. rakuten.co.jp - Site Info 7. Livedoor 8. Microsoft Network (MSN) 9. Goo 10. Google (Source: Alexa.com, April 2007)

CASE STUDY - NISSIN CUP NOODLECLIENT: Nissin Cup NoodleCAMPAIGN: 34th Anniversary CampaignOBJECTIVES: Promote the Nissin Cup Noodle34th Anniversary Campaign. Raise awareness of theNissin Cup Noodle brand among business computerusers in their 20s and 30s. With over 6 millionactive users in Japan, Windows Live Hotmail was anideal partner for Nissin.STRATEGY: As part of its 34th anniversarycelebrations in 2005, Nissin Cup Noodle partneredwith Microsoft Digital Advertising Solutions andHotmail® launched a creative based on theHotmail® Big Ad Expand ad format. This campaignaimed to raise awareness of the Nissin Cup Noodlebrand among business computer users in their 20sand 30s.DETAILS: Nissin Cup Noodle used animatedhuman shadows to show a celebratory party. Thiswas achieved by employing the Hotmail® Big AdExpand ad format and rich media.RESULTS: 1. 74% of viewers were interested insigning up for the campaign.2. 51.1% said they noticed the words displayed inthe remainder, 30% of which showed stronginterest in the ad.3. The number of Hotmail® users who signed upfor the anniversary campaign was three times thatof non-Hotmail® users.


DemographicsThere are currently 13.5 million Internet users inMalaysia, representing 47.8% of the population –and also representing a 265% growth rate from2000, where there were only 3.7 million Malaysiansonline. Malaysia’s Internet users form 3.4% ofAsia’s total online population.(Source: Internet World Stats)

Around 18.4% of Malaysia’s hand phone subscribersuse their hand phone to access the Internet.(Source: Malaysian Communications and MultimediaCommission, Hand Phone Users Survey 2006)

Profile of Malaysian Internet UsersCategory (% of users)Male 50.2%Female 49.8%Single 55.0%Married 44.3%Divorced/widowed 0.7%Below 15 6.5 %15-19 18.6 %20-24 17.2%25-29 12.5 %30-34 12.2%35-39 9.9 %40-44 9.6 %45-49 5.1 %Above 50 8.4 %(Source: Malaysian Communications and Multimedia Commission,

Household Use of the Internet Survey 2005)

User BehaviourAs much as 42.3% of Malaysian hand phonesubscribers said that they received some form ofspam through their hand phone in the last threemonths. 76.3% of these received at least one spama week.(Source: Malaysian Communications and MultimediaCommission, Hand Phone Users Survey 2006)

In a survey regarding the effectiveness of differentmediums, Malaysian respondents said they foundthe Internet was the most effective in “deliveringinformation” and “supporting a purchase decision”.They did not regard the Internet as being the mosteffective medium in “drawing attention”, “arousinginterest” or “being a source of entertainment”. (Source: Synovate)

In the first nine months of 2006, Malaysians sent23.4 billion SMS messages to each other. This

represented an increase of 255% from 2004 –where 6.6 billion were sent.

(Source: The Communications and Multimedia, Selected Facts and Figures

Q3 2006)

Malaysian Internet users on average spend 1.7hours per day checking their email; 1.5 hours a dayon online community activities; 3.2 hours a day oninstant messaging applications; and 3.1 hours onother Internet activities.(Source: Synovate)

In a survey regarding email etiquette, in reply tothe question: “which is the most impolite emailhabit?”, only 31% of Malaysian respondents said“sending chain emails”.(Source: Synovate)

Malaysians like texting. In a 2006 governmentsurvey, 46.1% of Malaysians said they sent morethan five SMS/MMSs every day, compared to 6.4%who sent 5 or less; 4.7% who sent 4; 9% who sent3; 9.9% who sent 2; 7.5% who sent 1; and 16.4%who sent none at all.(Source: Malaysian Communications and MultimediaCommission, Hand Phone Users Survey 2006)

Currently 18.4% of Malaysian mobile users accessthe Internet through their mobile phones.(Source: Malaysian Communications and MultimediaCommission, Hand Phone Users Survey 2006)

There has been a 85% growth in the number ofmobile phones with Internet access in KualaLumpur. 12% of mobile users in the capital usetheir mobile phones to do their personal banking;14% use them to search for information onproducts or services online. (Source:Synovate, PAX-Pan Asia Pacific Cross MediaSurvey 2006)

MALAYSIA


E-commerceMalaysia’s online travel market - in terms of itsretail sales volumes - is expected to grow by 82.1%by 2010.(Source: Euromonitor)

M-commerce has yet to take off in Malaysia. Only17.6% of all Malaysian mobile users have purchasedanything through their phone.(Source: Malaysian Communications and MultimediaCommission, Hand Phone Users Survey 2006)

How Much Malaysians Spend OnlineValue %Less than RM500 57.7RM500 but less than RM1,000 20.7RM1,000 but less than RM1,500 6.8RM1,500 but less than RM2,000 4.5RM2,000 but less than RM2,500 * 2.3RM2,500 but less than RM3,000 * 2.0Rm3,000 but less than RM3,500 * 2.0RM3,500 but less than RM4,000 * 0.6RM4,000 but less than RM4,500 * 0.6RM4,500 but less than RM5,000 * 0.6RM5,000 and above * 2.3(Source: Malaysian Communications and Multimedia Commission,

Household Use of the Internet Survey 2005; Distribution of household

users of the Internet by value of purchases via Internet; * multiple choice)

Preferred Activities OnlineActivity %Email 73.7Chat rooms 25.9Finding information about goods/services 40.5Government services 12.7Reading/downloading online newspapers/magazines 20.2Playing/downloading games, music, software 19.9Other entertainment/pleasure 7.0Online banking/financial activities 12.2Purchasing/ordering goods or services 2.4Education/research activities 46.8Others 1.3(Source: Malaysian Communications and Multimedia Commission,


users of the Internet by activity)

Preferred Purchases Online

(Source: Malaysian Communications and Multimedia Commission,


users of the Internet by type of products or services purchased online; *

multiple choice)

Top Web Sites 1. Yahoo! 2. Friendster 3. Microsoft Network (MSN) 4. Google.com.my 5. Google 6. YouTube 7. Myspace 8. Blogger.com 9. Windows Live 10. WikiPedia (Source: Alexa.com, April 2007)


DemographicsIn 2006 there were 13.5 million Internet users inthe Philippines, a 15.4% penetration rate.Prediction: penetration rates will double by 2009.(Source: PANA)

The online population has grown at a rate of 291%since 2000 when there were 2 million users.Internet users in the Philippines represent 2% ofAsia’s total online population.(Source: Internet World Stats)

Internet usage in the Philippines is expected torecord a growth of 23% annually to reach 21.5million users by 2008.(Source: IDC)

Around 80% of Metro Manila Internet users accessthe Internet from their homes and 48% of themuse prepaid Internet cards to access the Internet. (Source: Digital Filipino)

The prepaid Internet market is worth 818 millionpesos (US$17 million). Top prepaid ISPs: ISPBonanza, Bl@st, Go, and SurfMaxx. (Source: Digital Filipino)

Five million people are estimated to have Internetaccess through PCs at home, schools, corporateoffices and Internet cafés. 80% of Filipino users stillaccess the Internet through dial-up connections.(Source: National Telecommunications Commission)

The Philippines has more cellular phones thanfixed/wired phones. At the end of 2003, there wereclose to 22 million mobile phone subscribers.(Source: Digital Review 2005-06)

Profile of Internet UsersCharacteristic %Male 52%Female 48%20-29 years old 48%30-49 years old 44%(Source: ACNielsen, 2004)

User BehaviourPhilippines’ Internet users on average spend 2.3hours per day checking their email; 1.6 hours ononline community activities; 2.7 hours on instantmessaging applications; and 3 hours on otherInternet activities.(Source: Synovate)

Philippines’ users said that when a major disaster ornews story breaks, only 1% of them turn to theInternet. In the past week 7% had gone online toread a blog; 9% had received news on theirmobiles; 7% had emailed some news to a friend;8% had received a news email; and 3% accessed anews Web site that they had paid for/subscribed to.(Source: Synovate)

There has been a 109% growth in the number ofmobile phones with Internet access in Manila. 14%of mobile users there use their phones to do theirpersonal banking; while 16% use them to searchfor information on products or services online. (Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

In a survey that asked: “Have you ever used anonline personal ad or online dating service to meeta potential romantic interest?”, a resounding 77%of respondents said “No”.(Source: Synovate)

In 2005, mobile users in the Philippines sent anaverage of 250 million SMS text messages every day.(Source: National Telecommunications Commission)

E-commerceAround 13% of Internet users purchased online in2006, spending around US$312 million.(Source: Digital Filipino)

The Philippine online gaming market was worthUS$10 million with 350,000 subscribers in 2004.(Source: IDC)

In 2004, thanks to online gaming, Internet Caférevenues grew by an estimated 75%.(Source: Commission on Information andCommunication Technology)

Top Web Sites 1. Yahoo! 2. Friendster 3. YouTube 4. Google.com.ph 5. Google 6. Microsoft Network (MSN) 7. Multiply.com 8. WikiPedia 9. Blogger.com 10. Myspace (Source: Alexa.com, April 2007)

PHILIPPINES


DemographicsIn 2006, there were 2.4 million Internet users inSingapore, representing 66.3% of the population.There has been a 101.8% growth rate in thenumber of Internet users in Singapore since 2000,when there were 1.2 million. Singapore’s Internetusers represent 0.6% of Asia’s total onlinepopulation.(Source: Internet World Stats)

65% of Singaporeans aged between 15-49 are atleast moderately aware and are casual users of theInternet. The survey also found that 55% of 15-49year olds are at least moderately able to analyseand discern information on the Internet; 33% of15-49 year olds are at least moderately involved inproducing content on the Internet, such as blogs,Webcasts, and podcasts; and 22% of 15-49 yearolds at least moderately encourage or facilitateothers in the use of the Internet.(Source: Media Development Authority ofSingapore)

In 2006, 71% of all Singaporean households hadaccess to the Internet. Out of those, 66% of thehouseholds in public housing had access to theInternet at home, compared to 87% of householdsin private housing.(Source: Infocomm Development Authority ofSingapore.The 2006 Annual Survey on InfocommUsage in Households and by Individuals)

Among households with home Internet access,almost all used computers (97%) as the mode ofInternet access; 9% used Internet-enabled mobilephones; and 4% used a game console with anInternet connection.(Source: Infocomm Development Authority ofSingapore.The 2006 Annual Survey on InfocommUsage in Households and by Individuals)

There are currently a total of 4.72 million mobilesubscribers in Singapore (2G and 3G), giving thecity a mobile penetration rate of 105.5%.(Source: Infocomm Development Authority ofSingapore)

Singapore has household broadband penetrationrates of 64.1%.(Source: Infocomm Development Authority ofSingapore)

User BehaviourSingapore Internet users on average spend 1.8hours per day checking their email; 1.1 hours a dayon online community activities; 3.6 hours a day oninstant messaging applications; and 3.2 hours onother Internet activities.(Source: Synovate)

In a survey regarding the effectiveness of differentmediums, Singapore respondents said they foundthe Internet was the most effective in “deliveringinformation”. They did not regard the Internet asbeing the most effective medium in “drawingattention”, “arousing interest”, “supporting purchasedecision” or “being a source of entertainment”. (Source: Synovate)

In a survey regarding the consumption of news,Singaporean respondents said that when a majordisaster or news story breaks, only 5% of themturn to the Internet, compared to 74% which turnto the TV. In the past week 16% had gone onlineto read a blog; 7% had received news on theirmobiles; 16% had emailed some interesting newsto a friend; 13% had received a regular, subscribedto news email; and 9% accessed a news Web sitethat they had paid to use or subscribe.(Source: Synovate)

Singaporeans sent 911 million SMS text messagesin the month of February 2007 alone.(Source: Infocomm Development Authority ofSingapore)

Frequency of Internet Usage by Age Frequency 15-29yrs 30-44yrs 45-59yrs 60yrs+

At least once a day 72% 73% 69% 74%

At least once a week 22% 19% 21% 12%

At least once a month 4% 6% 6% 10%

Less than once a month 1% 2% 3% 0%(Source: Infocomm Development Authority of Singapore.The 2006 Annual

Survey on Infocomm Usage in Households and by Individuals)



SINGAPORE


Frequency of Blogging Activities AmongstSingapore’s Users*Write a blog or contribute to other people’s blogs 63%- Several times a day 1%- Once a day 5%- Several times a week 11%- Once a week 13%- 2-3 times a month 7%- Once a month 7%- Once every 2 months 2%- Less often 17%


Digital Advertising Solutions. *Those who have visited/used a

blogging/social networking Web site in the past 3 months)

Usage of Internet Services by Age GroupActivity 15-29 30-44 45-59 60+Communicating 89% 85% 81% 61% Emails 89% 85% 80% 61% Instant messaging 64% 39% 24% 6% Social networks 43% 15% 12% 6%

Chat rooms 36% 17% 12% 6%

Forum discussion 20% 16% 13% 6%

Reading blogs 26% 11% 12% 9%

Peer–to–peer 22% 12% 9% 0%

VoIP 12% 14% 8% 20%

Own blogs 17% 6% 5% 5%

For getting information 77% 83% 81% 59%

Information browsing 69% 72% 65% 25%

Leisure activities 68% 55% 45% 31%

Downloading/listening to music

50% 27% 23% 9%

Reading online news 28% 39% 29% 11%

Playing/downloading computer or video games

40% 24% 26% 0%

Downloading/watching movies, short films, images

29% 16% 15% 0%

Downloading/uploading other media

26% 16% 12% 11%

Reading online magazines 17% 21% 15% 2%

Listening to Web radio 19% 19% 7% 2%

Reading electronic books 12% 14% 7% 9%

Watching Web television 10% 9% 6% 0%

Making online payments 17% 30% 16% 5%

For online banking 29% 42% 27% 14%

For other activities 40% 34% 21% 2%

Downloading software 37% 31% 21% 2%

Applying for jobs 18% 16% 9% 0%

Buying/ordering goods or services

24% 33% 21% 25%

(Source: Infocomm Development Authority of Singapore.The 2006 Annual


E-commerce45% of international air bookings made on ZUJISingapore are made within two weeks of travel.Around a third of flight reservations (32%) aremade a month or more before travel.(Source: ZUJI)

Of all international tickets issued by ZUJI inSingapore in Q3 2006, 54% were e-tickets.Out of Singapore’s Internet users who downloadmusic online, 82% of them don’t pay for it.(Source: Synovate)

In a survey that asked: “Have you ever used anonline personal ad or online dating service to meeta potential romantic interest?”, a resounding 96%of Singaporean respondents said “No”.(Source: Synovate)

According to a recent survey, there has been a 95%growth in the number of mobile phones withInternet access in Singapore over the past twoyears. According to the same survey, 8% of mobileusers in Singapore use their mobiles to do theirpersonal banking; while 9% use them to search forinformation on products or services online. (Source:Synovate, PAX-Pan Asia Pacific Cross MediaSurvey 2006)

40% of Singaporean online users said they havepaid to download content from the Internet; 9%said they were likely to download new movies paidor unpaid; 13% said they would download TVshows/dramas; 6% said they would downloadexclusive celebrity interviews; and 38% said theywould download music from the Internet.(Source: Mindshare, ADOI)

A recent government survey of online shoppersfound that only 27% of 15-29 year oldSingaporeans had purchased online before,compared to 38% of 30-44 year olds and 34% ofthose 60 years and above. The least enthusiasticonline shoppers were 45-59 year olds, where only23% had made an online purchase in the past.(Source: Infocomm Development Authority ofSingapore.The 2006 Annual Survey on InfocommUsage in Households and by Individuals)

Online AdvertisingA PricewaterhouseCoopers (PwC) study showedthat Singapore’s total Internet advertising isexpected to almost triple from US$91 million in2004 to US$256 million in 2009.(Source: AsiaMedia)

Industry watchers estimate that Singapore’s onlineadvertising market is worth US$20 million to US$30million (S$31 million to S$46.5 million) a year.(Source: AsiaOne)


Goods/Services Purchased Over the InternetItems 15-29yrs 30-44yrs 45-59yrs 60yrs+

Travel products 36% 39% 31% 38%

Ticket(s)- Entertainment 41% 34% 22% 31%

Clothing/footwear 34% 20% 11% 0%

Entertainment 32% 16% 15% 0%

Computer equipment 20% 19% 18% 0%

Computer software 17% 18% 18% 31%

Tickets(s) - Sports 15% 11% 9% 0%

IT/Teleco services 12% 10% 2% 0%

Shares/Unit Trusts 9% 8% 9% 0%

Food 8% 8% 7% 0%

Photo/telco/optical equipment

5% 6% 0% 0%

Insurance Products 4% 5% 5% 0%

Groceries 4% 3% 2% 0%

Others 10% 15% 21% 69%



Value of Goods and Services Purchased Online Value 15-29yrs 30-44yrs 45-59yrs 60yrs+

Less than SGD100 33% 25% 16% 31%

SGD100 to SGD199 22% 20% 22% 19%

SGD200 to SGD499 20% 20% 34% 13%

SGD500 to SGD999 7% 12% 10% 0%

SGD1,000 to SGD1,999 9% 12% 10% 38%

SGD2,000 and above 9% 12% 7% 0%

Total: 100% 101% 99% 101%



Top Web Sites 1. Yahoo! 2. Microsoft Network (MSN) 3. Friendster 4. YouTube 5. Google.com.sg 6. Blogger.com 7. Google 8. Windows Live 9. WikiPedia 10. Megaupload (Source: Alexa.com, April 2007)

Top 20 Popular Web sites - November, 2006 Rank Web site Market Share 1. www.yahoo.com 2.95% 2. www.hotmail.com 2.91% 3. www.google.com 2.68% 4. sg.yahoo.com 2.67% 5. www.google.com.sg 2.48% 6. mail.yahoo.com 2.19% 7. mail.yahoo.com.sg 1.76% 8. www.msn.com 1.63% 9. www.friendster.com 1.31% 10. www.youtube.com 1.12% 11. search.yahoo.com 1.06% 12. www.gmail.com 0.92% 13. sg.search.yahoo.com 0.91% 14. www.msn.com.sg 0.76% 15. address.yahoo.com 0.75% 16. www.blogger.com 0.69% 17. www.soccernet.com 0.62% 18. www.dbs.com.sg 0.62% 19. www.microsoft.com 0.57% 20. www.poems.com.sg 0.54% (Source: sg.hitwise.com, (ranked by market share of visits across all

Hitwise industries))

CASE STUDY - ZUJICLIENT: ZUJIAGENCY: Epsilon Interactive/AllianceDataCAMPAIGN: Regular Travel Tuesday newsletterOBJECTIVES: To increase relevancy for users, andimprove ROI for this channelSTRATEGY: Search Based Offer email. Subscriberswho have made any searches in the past week willreceive a custom newsletter. Best flights and besthotel deals will be highlighted for the three mostrecent searches. Dynamically assemble promosfrom over 200 destinations.RESULTS: 1. Open rate increased by 72%. 2. Click rate increased by more than 300%. 3. Unique clicks increased by more than 300%. 4. Conversions up by 84%.


DemographicsThere were an estimated 34.1 million Internet usersin South Korea (66.5% of the population) inJanuary 2007, showing a growth rate in usage of79.2% since 2000. South Korea’s Internet usersrepresent 8.6% of Asia’s total online population.(Source: Internet World Stats)

Nearly 100% of South Korean Internet users haveInternet access at home, according to the SouthKorean Ministry of Information and Communication.(Source: eMarketer)

eMarketer estimates that by 2011, 77% of thepopulation in South Korea will be Internet users, upfrom 67.9% in 2005.

In 2006, there were 12.7 million broadbandhouseholds in South Korea, representing 78.8% ofall online households.(Source: eMarketer)

More than one-third of 3-year-olds in South Koreaare Internet users; nearly two-thirds of 5-year-oldsare Internet users. And 90% of all South Koreansunder 40 are Internet users.(Source: eMarketer)

Internet Users and Penetration 2005-2011Year millions %2005 33.0 67.9%2006 34.4 70.5%2007 35.6 72.7%2008 36.5 74.2%2009 37.2 75.3%2010 37.8 76.2%2011 38.4 77.3%(Source: eMarketer)

Internet Usage Rate by Age (%)6-19 20s 30s 40s 50s 60+

2004 95.5 95 86.4 58.3 27.6 7.32005 97.3 97.2 89.8 67.2 34.7 112006 98.1 98.1 91.6 71 37.5 15.2(Source:Yahoo! National Internet Development Agency, July 2006)

User BehaviourSouth Korean Internet users on average spend 1.3hours per day checking their email; 0.9 hours ononline community activities; 2.7 hours on instantmessaging; and 3 hours on other Internet activities.(Source: Synovate)In a survey regarding the effectiveness of different

mediums, South Korean respondents said they foundthe Internet was the most effective in “deliveringinformation”, “supporting purchase decisions” and“being a source of entertainment”. They did notregard the Internet as being the most effective in“arousing interest” or “drawing attention”. (Source: Synovate)

53.5% of online users spend more than 10 hours aweek online; and 24.8% of them spend 4-10 hoursa week online.(Source: Yahoo! National Internet DevelopmentAgency, July 2006)

There has been a 34% growth in the number ofmobile phones with Internet access in Seoul. 11%of mobile users in the capital use their mobilephones to do their personal banking; while only 6%use them to search for information online. (Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

In a survey that asked: “Have you ever used anonline personal ad or online dating service to meeta potential romantic interest?”, a resounding 88%of South Korean respondents said “No”.(Source: Synovate)



Frequency of Blogging Activities AmongstSouth Korea’s UsersWrite a blog or contribute to other people’s blogs 72%- Several times a day 2%- Once a day 7%- Several times a week 11%- Once a week 7%- 2-3 times a month 14%- Once a month 6%- Once every 2 months 1%- Less often 3%




SOUTH KOREA


Average Weekly Usage by Age Group (% of respondents in each group)

6-19 20-29 30-39 40-49 50-59 60+

<1 hour 1.9% 1.0% 4.7% 11.6% 13.1% 5.9%

1-2 hours 4.5% 1.4% 6.6% 7.6% 7.5% 4.0%

2-4 hours 12.6% 4.6% 10.9% 14.5% 13.9% 24.4%

4-10 hours 32.5% 18.9% 22.9% 20.6% 19.8% 19.2%

10+ hours 48.5% 74.1% 55.0% 45.7% 45.7% 4 6.4%

Total hours 11.0 18.3 13.8 11.0 10.2 9.2

(Source: eMarketer, December 2005)

E-commerceSouth Korea’s online video revenues for 2006 wereUS$4.9 million. Prediction: by 2009 the market willgenerate $23.5 million, and $76.2 million by 2012.(Source: Informa Telecoms & Media)

Out of the Internet users who download musiconline, 52% of them don’t pay for it.(Source: Synovate)

In 2006 South Korea generated US$14 billion inB2C e-commerce sales. By 2010 it is forecast that itwill generate $28.8 billion which represents acompound annual growth rate (CAGR) of 19.7%.(Source: eMarketer)

Most Popular Online Services (%)Activity Male Female AllSearch 67.2 62.5 65.0Email 36.3 38.8 37.5Community 31.0 31.6 31.2News 36.6 22.2 29.9Games 36.9 20.9 29.4Blog 1.8 6.4 8.6 Shopping 11.6 31.2 20.7E-learning 1.1 1.7 1.3Music 8.0 3.9 0.7E-trade 9.8 0.7 0.2 (Source: Yahoo! 2006 Korea Netizen Profile research)

Online AdvertisingBy 2008, South Korea will be one of just eightmarkets globally where the Internet advertisingshare will exceed 10% of total ad budgets.(Source: ZenithOptimedia)

The online advertising market will hit US$1.04billion in 2007, according to keyword advertisingcompany Korea Overture. Keyword advertisingaccounts for 60% of the total online ad market.(Source: Adotas.com)

The online ad banner market in 2006 was worthUS$385 million. In order of ad spend: theEntertainment sector (78.5%); Telco (58.9%);Retail (37.8%); Education (36.4%); CPF (31.1%);Transportation (22.4%); Health (21.3%); andTech/PC (17.7%).(Source: Yahoo! Adram)

Advertising Market Share - Portals (%) Site Paran Empas Yahoo! Nate Daum NaverShare 37.5 4.5 5.6 8.6 12.8 21.5(Source:Yahoo! KoreanClick, January 2007, Adram, January 2007)

Online Ad Spend by Advertiser (US$ million)Rank Advertiser Sector (US$m)1. SK Telecom Telco 18.52. Samsung Electronics Tech 9.83. CJ Entertainments Entertainment 7.84. Interpark G-Market Retail 7.75. Show Box Entertainment 7.46. Auction Retail 7.2 7. Lotte Shopping Cinema

Entertainment 6.1 8. JD Retail 4.6 9. KT Telco 4.5 10. GS Home shopping Entertainment 4.3 (Source: Yahoo! Adram 2006)

Top Web Sites 1. Naver.com2. Daum 3. Nate.com 4 Yahoo! 5. TOM.COM 6. Netmarble.net 7. Internet Auction8. Gmarket.co.kr 9. Hangame.com 10. Microsoft Network (MSN) (Source: Alexa.com, April 2007)

CASE STUDY- COCA-COLACLIENT: Coca-ColaAGENCY: D’KIMS OBJECTIVE: Global soft drinks company Coca-Colawanted to establish a strong brand profile for itsnew green tea drink in South Korea. STRATEGY: The company launched a multi-mediacampaign using a celebrity, based on TV andWindows Live™ Messenger targeted at youngfemale Internet users. To reinforce the productmessage, consumers could download a customWindows Live™ Messenger environment to takepart in online contests and win prizes. DETAILS: Microsoft delivered a compelling mix ofcreatives that included: Windows Live™ MessengerTheme Pack delivering a downloadable Messengerenvironment. Branded emoticons, a short video,and a celebrity endorsement. Competition thatrewarded users with a series of special giftsRESULTS: Using the Windows Live HARUMessenger Contents Pack Coca-Cola achievedoutstanding results from its campaign:1. The target download figure was exceeded byalmost 30%. 2.More than 130,000 Windows Live™ MessengerTheme Pack downloads were measured.


Sri Lanka currently has just 280,000 Internet users,representing 1.4% of its population. That doesrepresent, however, a growth rate of 130.5%against 2000 where there were only 121,500 peopleonline. Sri Lanka’s Internet users represent 0.1% ofAsia’s total online population.(Source: Internet World Stats)

It is estimated about 90% of Sri Lanka’s Internetusers are in the capital of Colombo.(Source: Gunawardana & Wattegama, 2004)

As at the end of Q4 2006, there were 5,412,496cellular mobile subscribers, equivalent to 27.1%penetration.(Source: Telecommunications RegulatoryCommission of Sri Lanka)

In Sri Lanka, 65% of Internet users have hadtertiary education.(Source: Women’s Learning Partnership)

As of 2004, there were only 500 Web sites in SriLanka in the national language compared to 25,000which were in English. (Source: 1994-2004 Asia Pacific Networking Group)

Out of Sri Lanka’s Internet users, 71% are male.(Source: 1994-2004 Asia Pacific Networking Group)

Sri Lanka’s mobile market has been showing anoverall annual growth rate of 50-60% for the lastfew years. Mobile penetration currently stands ataround 27% coming into 2007.(Source: Paul Budde Communication)

The Sri Lankan government’s targets for 2008include creating an IT industry worth US$1 billion,with a pool of 220,000 IT professionals. It is alsoaiming for a PC penetration of 10%, and Internetpenetration of 5% of the population.(Source: Inomy.com)

There are currently 23 ISPs in Sri Lanka.(Source: The Sunday Times)

Sri Lanka’s Mobile Subscribers 2000-2006

(Source: The Telecommunications Regulatory Commission of Sri Lanka)

Sri Lanka’s Internet and Email SubscribersYear Number2000 40,4972001 61,5322002 73,4682003 85,5002004 93,4442005 115,0002006 130,000(Source: The Telecommunications Regulatory Commission of Sri Lanka)

Top Web Sites1. Yahoo! 2. Google.lk 3. Microsoft Network (MSN) 4. Google 5. Hi5 6. Cricinfo 7. Microsoft Corporation 8. Windows Live 9. YouTube 10. Megaupload (Source: Alexa.com, April 2007)

0

1

2

3

4

5

6

2000 2001 2002 2003 2004 2005 2006

MillionSubscribers

SRI LANKA


TAIWAN

DemographicsThere are currently 14.5 million Internet users inTaiwan, representing 63% of the population. Thatfigure represents a 131.6% growth rate from 2000,where there were only 6.2 million Taiwanese online.Taiwan’s Internet users represent 3.6% of Asia’stotal online population.(Source: Internet World Stats)

The Internet penetration rate among Taiwanesemale users in 2006 was 65%; and among femaleusers it was 63%, up 7% and 5% respectively from2005.(Source: FIND)

The number of broadband subscribers in Taiwanreached 4.5 million by the end of 2006. The totalnumber of Internet users with valid and activeaccounts in Taiwan reached 9.68 million at the endof June 2006, representing a year-on-year growthrate of 3%.(Source: FIND)

As of September 2006, 79% of households inTaiwan owned PCs, 72% of households hadInternet access, 62% of households had broadbandaccess and 87% of online households were usingbroadband connections.(Source: FIND)

There were a total of 22.98 million mobile phonesubscribers in Taiwan at the end of September2006. (Source: FIND)

In 2006, 21.78% of the population aged 12 orabove in Taiwan had used mobile handsets orWLAN to access the Internet.(Source: FIND)

By the end of January 2007, Taiwan had 1.81million mobile Internet users. Of those, 1.02 millionwere males and 0.78 million were females.(Source: TWNIC)

In 2006, 94.38% of households in Taiwan withaccess to the Internet had an average income ofNTD 100,001-150,000; 91.82% had an income ofNTD 60,001-80,000, and 90.94% had an income ofNTD 80,001-100,000.(Source: TWNIC)

Taiwan’s Internet UsersCharacteristics millionsUnder 12 yrs old 1.96Aged 12 and above 13.26Male 6.76Female 6.5(% of age group) %12-15 yrs old 94.6%16-20 yrs old 94.7%21-25 yrs old 92.1%26-35 yrs old 87.8%36-45 yrs old 74.3%46-55 yrs old 57.1%56+ 16.6%(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report

of The Jan Survey of 2007)

Taiwan’s Mobile Internet Users % of age group %12-15 yrs old 9.15%16-20 yrs old 19.26%21-25 yrs old 15.69%26-35 yrs old 17.74%36-45 yrs old 8.76%46-55 yrs old 1.83%56+ 0.62%

Taiwan’s Broadband Users % of age group %Male 64.46%Female 62.24%12-15 yrs old 85.29%16-20 yrs old 91.40%21-25 yrs old 87.90%26-35 yrs old 82.67%36-45 yrs old 69.85%46-55 yrs old 53.33%56+ 13.59%(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report

of The Jan Survey of 2007)

User BehaviourTaiwan’s Internet users on average spend 1.6 hoursper day checking their email; 1.2 hours a day ononline community activities; 3.5 hours a day oninstant messaging applications; and 3.4 hours onother Internet activities.(Source: Synovate)

900 million SMS messages were sent in Q1 2006,17% up from Q4 2005. 340 million were sent inJanuary alone, the highest ever in a single month.(Source: National Communications Commission)


As of January 2007, the most frequently usedmobile service was “Ringtones Download” used by39.36% of users, followed by “InformationBrowsing” (21.14%) and “Email” (8.76% of users).(Source: TWNIC)

There has been a 65% growth in the number ofmobile phones with Internet access in Taipei overthe past two years. 11% of mobile users in thecapital now use their phones for personal banking;17% use them to search for information onproducts or services online. (Source: Synovate)

Frequency of Blogging Amongst Taiwan’sUsersWrite a blog or contribute to other people’s blogs 69%- Several times a day 4%- Once a day 7%- Several times a week 11%- Once a week 14%- 2-3 times a month 7%- Once a month 9%- Once every 2 months 2%- Less often 13%


Digital Advertising Solutions. Those who have visited/used a social




Broadband Users’ Activities (% of responses*)

(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Reportof The Jan Survey of 2007 *multiple choice)

Mobile Internet Users’ Activities* Activity %Ringtone download 38.36%Email 8.76%Information browsing 21.14%Information search 8.17%Game download 4.54%Financial transactions 3.05%News/Weather 2.26%Application download 1.16%Information upload 1%Shopping 0.68%(Source: TWNIC, Internet Broadband Usage in Taiwan A Summary Report

of The Jan Survey of 2007 *multiple choice)

E-commerce62% of Taiwanese users have paid to downloadcontent from the Internet; 23% were likely todownload new movies paid or unpaid; 25% woulddownload TV shows/dramas; 12% would downloadexclusive celebrity interviews; and 56% woulddownload music.(Source: Mindshare, ADOI)

According to Gartner, mobile data service ARPUs inTaiwan in 2006 stood at US$2.10.(Source: FIND)

Online AdvertisingBy 2008, Taiwan will be one of just eight marketsglobally where the Internet advertising share willexceed 10% of total ad budgets.(Source: ZenithOptimedia)

The revenue from value-added mobile services onlyaccounts for 5%-10% of the whole mobile market.(Source: FIND)

Taiwan’s online video revenues for 2006 wereUS$0.9 million. Prediction: by 2009 the market willgenerate $3.3 million, and $16.6 million by 2012.(Source: Informa Telecoms & Media)

In 2006 Yahoo! bagged nearly 70% of the NT$3.74billion (US$112 million) online ad market. 97% oflocal Taiwanese users visit Yahoo! Taiwan.(Source: Commonwealth Magazine)

Top Web Sites 1. Yahoo! 2. Wretch.cc 3. PC home [Taiwan]4. Yam5. Gamer.com.tw6. Microsoft Network (MSN)7. HiNet8. Google.com.tw9. Wefong.com10. Badongo (Source: Alexa.com, April 2007)

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DemographicsIn 2006, there were 8.42 million Internet users inThailand, representing 12.5% of the population.There has been a staggering 266.1% growth rate inthe number of Internet users in Thailand since2000, when there were just 2.3 million users.Thailand’s Internet users represent 2.1% of Asia’stotal online population.


According to the most recently available statistics,the household PC penetration rate in Thailand isaround 11.1%. That is compared to an overallInternet penetration rate of 11.9%.(Source: NECTEC, Thailand ICT Indicators 2005)

There were about 570,000 broadband subscribers inThailand in 2005 and 3.18 million broadband users.That works out at about five users per subscriptionto ADSL. (Source: Bangkok Post)

The PC penetration rate in Thailand is around 15%- but for mobile phones the penetration rate iscloser to 50%. It is forecast that new mobile phonesales will account for 8-10 million units in 2007,with 1-2 million of these expected to be so-called“smart phones”.(Source: Bangkok Post)

Local mobile data consumption, led by musicdownloads and Internet access, registeredskyrocketing growth in the Q1 2007. The emergingnon-voice communications market in Thailand isexpected to grow by 40% this year in a marketworth more than 26 billion baht (US$798 million).(Source: Bangkok Post)

Thailand’s Internet Users (% of users)Male 52.6%Female 47.4%6-14 yrs old 10%15-24 yrs old 52%25-34 yrs old 19.8%35-49 yrs old 15%50-59 yrs old 3%60+ 0.2%(Source: National Statistics Office, 2003/2004)

User BehaviourThailand’s Internet users on average spend 1.7hours per day checking their email; 1.5 hours a dayon online community activities; 3.5 hours a day oninstant messaging applications; and 3.3 hours onother Internet activities.(Source: Synovate)

In a survey regarding the consumption of news,Thai respondents said that when a major disasteror news story breaks, only 6% of them turn to theInternet, compared to 80% which turn to the TV. Inthe past week 45% of them had read the weekendnewspapers for over an hour; 31% had gone onlineto read a blog; 16% had received news on theirmobiles; 11% had emailed some interesting newsto a friend; 15% had received a regular, subscribedto news email; and 4% accessed a news Web sitethat they had paid to use or subscribe.(Source: Synovate)

In a survey regarding email etiquette, in reply tothe question: “which is the most impolite emailhabit?”, 46% of Thai respondents said “sendingchain emails”, while only 11% said “using a PDAwhile out with others”. (Source: Synovate)

In a survey regarding the effectiveness of differentmediums, Thai respondents said they found theInternet was the most effective in “deliveringinformation” and “supporting purchase decision”.They did not regard the Internet as being the mosteffective medium in “arousing interest”, “being asource of entertainment” or “drawing attention”.(Source: Synovate)

E-commerceAccording to a recent survey, there has been a 87%growth in the number of mobile phones withInternet access in Bangkok over the past two years.According to the same survey, 7% of mobile users

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in Bangkok use their mobile phones to do theirpersonal banking; while 8% use them to search forinformation about products and services online. (Source: Synovate, PAX-Pan Asia Pacific CrossMedia Survey 2006)

Direct online travel reservations in Thailand nowaccount for around 40% of total travel-relatedtransactions. That represents an increase of 10%compared to five years ago, according to theAssociation of Thai Travel Agents. (Source: TravelWireNews, May 2006)

Out of the Thai Internet users who download musiconline, 80% of them don’t pay for it.(Source: Synovate)

The total value of e-commerce transactions -covering B2B and B2C - in 2003 was estimated at58,529 million baht (US$1.79 billion) of which 99%came from B2B.That year only 20.9% of Thais hadbought anything online.(Source: NECTEC, Thailand ICT Indicators 2005)

A recent study on the online gaming market inAsia/Pacific excluding Japan (APEJ) revealed thatThailand totalled US$32.9 million in subscriptionrevenues in 2005, growing by approximately 44%over 2004. Thailand is the largest online gamingmarket in South East Asia, holding 2.4% marketshare of the APEJ region’s total subscriptionrevenue of US$1.39 billion in 2005.(Source: IDC)

Thais’ Preferred Online Activities (% ofactivities conducted online)Information search 31.9%Email 31.6%News 14.1%Chat/ICQ 7.1%Games 5.8%Download software 2.1%View products 1.3%Download music 1%Download game 0.5%(Source: NECTEC, Thailand ICT Indicators 2005)

Most Popular Sites by Category*Categories % of total visitedEntertainment 29.6%Internet 26%Business 9.5%News 7%Personal 6%Games 5%Shopping 3.3%Government 2.4%Computer 2.4%Education 2.1%(Source: NECTEC, Thailand ICT Indicators 2005, * 2003 figures)

Frequency of Blogging Activities AmongstThailand’s UsersWrite a blog or contribute to other people’s blogs 84%- Several times a day 5%- Once a day 5%- Several times a week 15%- Once a week 15%- 2-3 times a month 18%- Once a month 12%- Once every 2 months 7%- Less often 6%






Online AdvertisingThailand’s online advertising market is valued ataround 80 million baht (US$2.4 million).(Source: Nation)

Thailand’s online advertising spend is fragmented.Some experts estimate the figure is less than 1% oftotal media spend, estimated at 89 billion baht(US$2.7 billion) in 2006 by Nielsen Media Research.(Source: TMCNet)

According to Truehits in August 2006, Google is thefavourite amongst Thais when it comes to searchengines. It has a market share of 88.4%, followedby Sanook which only has 9.75%, Yahoo! with0.85% and MSN which has 0.61%.(Source: AsiaMedia)

Top Web Sites (IP/day)1. www.sanook.com 296,4722. www.kapook.com 176,6793. www.manager.co.th 140,3964. www.mthai.com 132,1475. teenee.com 126,4586. www.playpark.com 108,5007. www.dek-d.com 106,4628. www.sf.in.th 95,0669. www.siamza.com 90,52710. www.yenta4.com 86,405(Source: Truehits)


VIETNAM

DemographicsThere were an estimated 14,913,652 Internet usersin Vietnam in January 2007, representing 17.5% ofthe population. Vietnam has shown incrediblegrowth rates of 7,356.8% since 2000 when it hadonly 200,000 Internet users. Vietnam’s Internetusers represent 3.7% of Asia’s online population.(Source: Internet World Stats)

The number of Internet users in Vietnam is forecastto increase to around 30 million, according to theMinistry of Posts and Telecommunications.(Source: VietnamNet)

The government has announced plans to increasethe Vietnam’s Internet penetration rate to 35% by2010 - and will invest VND100.5 trillion (US$6.3billion) by 2010 to meet its target.(Source: Internet World Stats)

In the last three years, Vietnam’s mobile phonemarket has boomed, exceeding the economy’s 8%average growth rate. The number of subscribersincreased by 7 million - a 70% jump - last year toreach 17 million people. Prediction: Vietnam willhave 46 million mobile users by 2010, growing at arate of 270% from today’s level. (Source: Wireless Asia)

Vietnam will see an GDP growth of 16% due to thegrowing ubiquity of mobiles in the next four years.(Source: Wireless Asia)

Vietnam’s Internet UsersCharacteristics %Male 41%Female 24%18-30 53%31-40 23%42-50 10%Access PointAt Internet café 3%At work 15%At home 31%Internet service 50%Usage a weekLess than 30 min 13%31-60 min 40%1-2 hours 22%2-3 hours 15%3-4 hours 4%4-5 hours 1%(Source: ACNielsen Omnibus, Internet Usage in HCMC and Hanoi)

E-commerceVietnam’s online travel market is expected to growby a rate of 202.8% from now until 2010.(Source: Euromonitor)

45% of households in Vietnam have PCs, comparedto 41% in 2005; and 72% of households have amobile phone, up from 69% in 2005.(Source: ACNielsen)

10% of households across Vietnam are predicted tomake their purchases online by 2010.(Source: NhanDhan)

Internet Usage, by Activity, AgeActivity 18-30 41-50Chatrooms 72% 43%News/current affairs 63% 81%Play games 57% 14%Email 38% 34%Watching movies 33% 0%Study/homework 15% 3%Work 14% 27%Dating online 11% 0%Job search 5% 0%Listening to music 3% 0%Shopping online 3% 3%Checking the weather 2% 2%(Source: ACNielesen, Uses of the Inetrnet in HCMC and Hanoi)

Online AdvertisingOnline advertising revenues in Vietnam areestimated to reach US$4 million at the end of 2006,a US$2.1 million year-on-year increase from 2005.(Source: VietnamNet)

The 2005 turnover from online advertising wasVND60 billion (US$3.7 million) - 0.5% of the marketvalue of Vietnam’s domestic advertisement market.(Source: VietnamNet)

The online advertising market is estimated to growat a rate of 70-100% by 2010, with expectedrevenues of VND500 billion (US$31 million). (Source: VietnamNet)

Top Web Sites 1. Yahoo! 2. Google.com.vn 3. VnExpress 4. Bao Khuyen hoc & Dan tri Online 5. 24h.com.vn(Source: Alexa.com, April 2007)


BOARD LEVEL MEMBERS

Cathay Pacific Airwayswww.cathaypacific.comTel: +852 2747 3840

Main Representative: Harjeet Virdee,Commercial Manager, e-BusinessDepartmentDominic Purvis, General Manager, CathayPacific Loyalty Programmes

Cathay Pacific Airways is an internationalairline registered and based in Hong Kong,offering scheduled cargo and passengerservices to over 90 destinations aroundthe world. We are deeply committed toHong Kong, where the Company wasfounded in 1946. We continue to makesubstantial investments to develop HongKong’s aviation industry and enhanceHong Kong’s position as a regionaltransportation hub. In addition to ourfleet of aircraft, these investments includecatering, aircraft maintenance and groundhandling companies, as well as ourcorporate headquarters at Hong KongInternational Airport.

DoubleClick International Asiawww.doubleclick.netTel: +852 3760 1888

Main Representative: Jayne Leung,Regional Director, AsiaNicole Chou, Account Director, AsiaAndrew Wong, Rich Media SalesConsultant

DoubleClick provides tools and know-how,which enable marketers, agencies andpublishers to make their marketing workbetter in an integrated, multi-channelworld. In Asia Pacific DoubleClick hasoffices in Hong Kong, Beijing, Sydney andSingapore as well as channel partners inTokyo and Seoul.

eBaywww.ebay.com.hkTel: +852 3550 8511

Main Representative: Kerry Wong,Managing Director, Hong KongBen Grubbs, Marketing Director, HongKong

Founded in September 1995, eBay is TheWorld’s Online Marketplace for the sale ofgoods and services by a diversecommunity of individuals and smallbusinesses. Today, the eBay communityincludes more than a hundred millionregistered members from around theworld. People spend more time on eBaythan any other online site, making it themost popular shopping destination on theInternet.

Epsilon Internationalwww.epsilon.com/internationalTel: +852 3589 6308

Main Representative: Dominic Powers,Managing Director, Asia Pacific

Cindy Burke, Account Manager, Asia PacificRob Stanley, Regional Director, AsiaWinnie Wong, Senior Marketing Manager,Asia Pacific

Epsilon International is a leading providerof strategic, ROI-focused emailcommunications solutions and marketingautomation technologies worldwide.Through its combination of innovativetechnologies, professional services andvertical market expertise, EpsilonInternational helps marketers acquire,grow and retain profitable customerrelationships through highly relevant andpersonalised email communications. Thecompany’s end-to-end suite of industry-specific products and services includesscalable email campaign technology,delivery optimisation, marketingautomation tools, turnkey integrationsolutions, strategic consulting, andcreative expertise to produce emailprograms that generate measurable resultsthroughout the customer lifecycle.

Microsoft Digital AdvertisingSolutionswww.advertising.microsoft.com/asia/homeTel: +852 2804 4281

Main Representative: Gina Hertel, RegionalDirector of Marketing for Asia Pacific,Greater China, and JapanKaren Chia, Head of Multinational Sales,AsiaGregg Albright, Sales Directory, Asia Pacific

Microsoft has built its business on anunderstanding of consumers’ changingrelationship with technology. Now it isputting the full breadth of thatunderstanding at the service ofadvertisers. Microsoft Digital AdvertisingSolutions offers a range of deeply targetedchannels that reach across every elementof the emerging digital lifestyle. Withconsumers now connecting to the Internetat all times, for many different reasons,and through various devices, Microsoft’sunbeatable reach and service are the keysto establishing an ongoing dialogue.

Nokiawww.nokia.comTel: +65 6723 2323

Main Representative: Ruhne Fiala,Marketing Director, Nokia Multimedia, AsiaPacificJawahar Kanjilal, Director, MultimediaExperiences, Nokia Asia PacificAlison Tan, Campaign Manager, MultimediaMarketing, Asia PacificYoong Leong Yan, Senior Manager, MusicExperiences, Multimedia Experiences, AsiaPacificA leading player in mobile communicationsin the Asia Pacific, Nokia first startedoperations in the region in the early1980s. It has since established a leadingbrand presence in many local markets,and business has expanded considerablyin all areas to support customer needs andthe growth of the telecommunicationsindustry in the region. Nokia’s regionalcorporate headquarters is located atAlexandra Technopark in Singapore. Asthe regional hub for Nokia, it is a basefrom which over 700 staff provide leading-edge technology, product and solutionssupport to the 20 diverse markets andNokia offices in the Asia Pacific. As ofJanuary 2004, Nokia streamlined its globalorganisational structure to strengthen itsfocus on convergence, new mobility

markets and growth. To addressemerging new business areas in theMobility era while continuing to grow itsleadership in mobile voicecommunications, Nokia has four businessgroups to best meet the unique dynamicsof each business: Mobile Phones;Networks; and Enterprise Solutions.

Orbit Mediawww.orbitmedia.com.auTel: +61 2 9957 6533

Main Representative: Paul Campbell,Managing Director

Orbit Media Australasia (“OMA”) is a digitalmedia group that provides expertise in thecreation, production and delivery ofinteractive and online media. Founded in1996, OMA is owned by an experiencedgroup of marketing professionals, who aresupported by highly skilled people inAustralia, Hong Kong, China, Korea andthe United States to service a client basethroughout the Asia Pacific region. OMAcreates interactive sales, marketing andtraining products, builds sophisticated Websites and intelligent online marketing toolsintegrated with content managementsystems. We invest heavily in ourknowledge by employing specialist peopleof various skills and disciplines to maintainour competitive edge.

Upstream Asiawww.upstreamasia.comTel: +852 2973 0222

Main Representative: David Ketchum,Chief Executive OfficerPaul Mottram, Chief Operating Officer

Upstream is a full service marketing andcorporate communications network ideallypositioned to help companies make themost of business opportunities in the AsiaPacific region. Our clients look to us tocreate and manage multi-disciplinarycampaigns, and we provide a full range ofoff and online communications solutions,including strategic public relationscounselling, media relations, eventmanagement, digital marketing and Web-based communications services. Upstreamprimarily works with clients in threesectors: technology/ media/telecommunications; consumer/ lifestyle/travel; and corporate and financial.Yahoo! Asiahttp://advertising.yahoo.comTel: +852 2882 3899

Main Representative: Ivy Wong, SeniorDirector, Asia Pacific SalesWilliam Woo, Senior Manager, Asia PacificSales

Yahoo! is a leading global Internet brandand one of the most trafficked Internetdestinations worldwide. Yahoo! seeks toprovide online products and servicesessential to users’ lives, and offers a fullrange of tools and marketing solutions forbusinesses to connect with Internet usersaround the world.

CORPORATE MEMBERS

Adsperiencewww.adsperience.comTel: +852 2581 2919

Main Representative: Terry Iu, BusinessDevelopment Manager

AGENDA Corporationwww.agenda-asia.comTel: +852 2298 3888

Main Representative: Magdalena Wszelaki,Regional VP, Strategic PlanningSteve Hsia, Group CEOEric Ng, Chief Innovation OfficerClement Yip, Chief Creative Officer

Axonus Asiawww.axonusasia.comTel: +852 2521 5455

Main Representative: Jay Jhaveri,Managing PartnerAlastair Monteith-Hodge, ManagingDirector, Momentum 54 StrategicCommunicationsAnthony Pettifer, Managing Partner,BrandstormKingsley Smith, Managing Director, MDA -Management Development Asia-Pacific

G2 InteractiveG2 Interactivewww.g2.comTel: +852 2510 6888

Main Representative: Huen-yee Lee,General ManagerSusan Reingold, VP, CorporateDevelopment & Communications, AsiaPacific, Grey Global Group

Googlewww.google.comTel: +852 2166 8702

Main Representative: Derek Callow,Marketing Manager, HK & SE Asia

HSBC Directwww.hsbcdirect.comTel: +852 2822 3341

Main Representative: Rose Leng, Head ofDirect PropositionsMike Zung

ADMA Membership Directory


The Hyperfactorywww.thehyperfactory.comTel: +852 2179 5013

Main Representative: Geoff Handley, NewBusiness Director, Asia PacificDerek Handley, Managing DirectorHoward Hunt, Mobile Integration ManagerShannon Lam, Business DevelopmentDirector, HK & South China

ICLPwww.iclployalty.comTel: +852 2803 8100

Main Representative: Etienne Maccario,Manager, Digital MarketingStephen Hay, General Manager, Hong KongPaul Smitton, General Manager, North Asia& Greater China

Ion Globalwww.ionglobal.comTel: +852 2865 5880

Main Representative: Marcus Crowley,Managing Director, Hong KongCyrus Ma, Account DirectorGarland Mak, Marketing ManagerGinny Wong, Marketing Executive

Johnson & Johnson Vision Care AsiaPacificwww.jnjvision.comTel: +65 6827 6000

Gary Ho, Marketing ManagerLi Ting Low, Regional InteractiveMarketing Manager

OgilvyOnewww.ogilvy.comTel: +852 2568 1177

Main Representative: Sean Rach,Managing DirectorJason Kwong, Head of Interactive,Business Director

Omniturewww.omniture.comTel: +61 4 2261 6398

Main Representative: Marc Gagne, DirectorSales & Client Services APACAnthony Lam, Technical Account Manager,Asia

Premiere Global Serviceswww.premiereglobal.com.auTel: +61 2 9338 8822

Main Representative: Joanne Rigby,Marketing Manager, Asia PacificBecky Lai, SE Asia Marketing Co-ordinatorNigel Mendonca, Regional Sales Director,South East Asia

Proferowww.profero.comTel: +852 2524 5188

Main Representative: Patrick Ko, DirectorAmelie Cheng, Senior Client ServiceExecutiveHenry Wood, Business Director (HongKong)

SCMP.comwww.scmp.comTel: +852 2565 2222

Main Representative: Chris Axberg,PublisherDon Anderson, Manager, Marketing &CommunicationsPen Kwok, Business Development ManagerDavid Savelson, Assistant Director,Multimedia

Think Partnershipwww.thinkpartnership.comTel: +852 2166 8614

Main Representative: Phil IngramBenjamin Condit

TribalDDBwww.tribalddb.comTel: +852 2828 0310

Main Representative: Adam Good,President, Greater ChinaJenny Williams, Managing Director -Australia

WebDNA Interactivewww.webdna.comTel: +852 2581 2918

Main Representative: Leonard Chan, ChiefExecutive Officer

ZUJIwww.zuji.comTel: +852 2175 5233

Main Representative: Sean Seah, CountryManager, Hong KongAlbert Bagaman, Manager Partnerships &Media Sales

INDIVIDUAL MEMBERS

Accoonawww.accoona.cnRepresentative: John Fernandez, Directorof Marketing

AsiaPac Net Mediawww.asiapac.com.hkRepresentative: Daniel Chan, MarketingManager

e-Crusadewww.e-crusade.comRepresentative: Venus Lee, Director

Eight Partnershipwww.eightpartnership.comRepresentative: Louise Hammond, OnlineBusiness Director

Emporio Asiawww.emporioasia.comRepresentative: Vincent Kobler, ChiefExecutive Officer

Eureka Groupwww.eureka-group.comRepresentative: Louis Yang, Director

Eureka Technology Partnerswww.eureka.lkRepresentative: Sanjay Mendis, AGM -Marketing

Factivawww.factiva.comRepresentative: Irene Leung, MarketingManager, Dow Jones & Co.

Fluidwww.fluidhk.comRepresentative: Simon Squibb, MarketingDirector

Forbes.comwww.forbes.netRepresentative: Inez Albert, Regional SalesDirector

forumlinewww.forumline.comRepresentative: Meraj Huda, PrincipalConsultantFrenzoowww.frenzoo.comRepresentative: Simon Newstead,Managing Director

Gravitaswww.gravitas.com.hkRepresentative: Ricky Chu, Sales &Marketing Director

G S Quantum Multimediawww.gsqm.comRepresentative: Gary Gopinathan

iMagic Systems / MyClick Mediawww.myclick.hkRepresentative: Rupert Purser, ChiefExecutive Officer

Isobar Globalwww.isobar.netRepresentative: Barney Loehnis, NetworkDirector, Asia

Media Explorerwww.me.com.hkRepresentative: Davy Ma, Director

Method Mediawww.method.com.sgRepresentative: Martyn Tan, MediaDirector

MRM Worldwidewww.mrmworldwide.comRepresentative: Jennifer Faucon, Director

Nielsen//NetRatingswww.nielsen-netratings.comRepresentative: Joseph Kam, Director

OneXenowww.onexeno.comRepresentative: Ralph Szeto, GeneralManager

Game Guruwww.gameguru.bizRepresentative: Napoleon Biggs, Director

Pilot Simple Softwarewww.pilot.com.hkRepresentative: Tim Hay-Edie, ManagingDirector

Pixel Mediawww.pixelmedia-asia.comRepresentative: Kevin Huang, ChiefExecutive Officer

Reuters Groupwww.reuters.com.cnRepresentative: Glenn Asano, GeneralManager, Consumer Services

Shanghai Xianda Info TechRepresentative: Minchu Mo, Director

Tektronixwww.tektronix.comRepresentative: Gapun Tang, MarketingProgram Manager, Asia Pacific Region

Tree & Mewww.treeandme.comRepresentative: Andrew Harris, Director

USA Todaywww.usatoday.com.hkRaymond Suen, Managing Director, AsiaPacific

WebProwww.eeplace.comRepresentative: Larry Kwang, Founder

Who Digitalwww.whodigital.comRepresentative: Julie Fitzpatrick, BusinessDirector

X.ON Communicationswww.thexon.comRepresentative: Felix Leung, Director

Yo-So Technologieswww.yo-so.comRepresentative: Jeff Chui, Chief SearchEngine Marketer

A S I A P A C I F I C

The Asia Digital Marketing Association (ADMA) has produced this Yearbook to provide basic informationabout the digital marketing environments across key Asian markets. This Yearbook can also be downloaded

as a PDF file from our Web site at www.asiadma.com.

The ADMA has research, guidelines and case studies available for download on its Web site. Visit us atwww.asiadma.com where you can subscribe to our eNewsletter; keeping you appraised on digital marketing – from events around the region related to digital marketing to informative articles on

the industry to online research being undertaken.

Asia Digital Marketing Association

Tel: +852 2973 0222

Fax: +852 2973 6900

Email: [email protected]

Web site: www.asidma.com

© Asia Digital Marketing Association 2007

Documents

ADMA Asia Pacific Digital Marketing Yearbook 2007