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Differences in Mobile Experience between East and West
Francis Fung / Mitsue-Links
Introduction What I want to talk about today
Differences in Mobile Experience between East and West
Smartphone
225 million
units
Feature phone
210 million
units
Source: Gartner (August 2013)
Differences in Mobile Experience between East and West
Worldwide sales – Smartphone vs.. Feature phone
Up 46.5% from 2012 - 2013
Down 21% from 2012 - 2013
Asia
Up 74.1%
Source: Gartner (August 2013)
Differences in Mobile Experience between East and West
Smartphone growth around the world from 2012 (Q2) – 2013 (Q2)
Latin America
Up 55.7%
Eastern Europe
Up 31.6%
Source: Gartner (August 2013)
Differences in Mobile Experience between East and West
Worldwide top smartphone sales by manufacturer from 2012 (Q2) – 2013 (Q2)
31.7%
14.2%
5.1%
4.7%
4.3%
Samsung 71.4 million units
Apple 31.9 million units
LG 11.5 million units
Lenovo 10.7 million units
ZTE 9.7 million units
Differences in Mobile Experience between East and West
“Homegrown” local brands Other 40% of worldwide smartphones
India
Micromax Karbonn
Lava Maxx Intex
Thailand
i-Mobile OPPO GNET
Coolpad K-Touch Xiaomi Gionee OPPO
China
Vietnam
Q-Smart Mobiistar Masstel
Philippines
Cherry Mobile MyPhone
Differences in Mobile Experience between East and West
Source: IDC (International Data Corporation) – Q2 Data 2013)
Homegrown brands Basic facts
Coolpad - China Karbonn - India MyPhone - Philippines Q-Smart - Vietnam
• Smartphones are locally branded, but designed and produced in China.
• Cheaper and competitive pricing. On average from USD $50 - $200
• Specs. 4” or bigger screens. Dual core to Quad core processors.
Differences in Mobile Experience between East and West
Different Smartphone experience Fujitsu – Raku Raku Smartphone
• “RakuRaku” phone by Fujitsu, means “Easy / Comfortable”.
• Directly aimed at senior citizens.
• Large buttons, vertical only scrolling.
• Touchscreen gives feeling of “real” buttons.
• Front mounted speakers for easier listening.
Differences in Mobile Experience between East and West
Source: Adobe Digital Index – The State of Mobile Benchmark (Q2 2013)
Smartphone webpage visits by manufacturers and by country
Smartphone operating system by country
Differences in Mobile Experience between East and West
Source: Adobe Digital Index – The State of Mobile Benchmark (Q2 2013) / Gartner (August 2013)
Differences in Mobile Experience between East and West
M-commerce % of internet users (by country) who have made a purchase via their mobile phone
Source: GlobalWebIndex “State of Global E-commerce Report 2013”. (Feb 2013)
India
South Korea
China
Malaysia
Vietnam
Indonesia
Philippines
Japan
Thailand
55%
37%
26%
26%
24%
23%
23%
22%
15%
Differences in Mobile Experience between East and West
Source: GlobalWebIndex “State of Global E-commerce Report 2013”. (Feb 2013)
M-commerce How does the West compare?
Canada
US 19%
13%
Differences in Mobile Experience between East and West
Source: GlobalWebIndex “State of Global E-commerce Report 2013”. (Feb 2013) / eMarketer (Sept. 2012)
India
South Korea
China
Indonesia
55%
37%
26%
26%
Canada
US 19%
13%
M-commerce How does the West compare?
China Smartphone shopping Tmall 75.6% Amazon China 0.9%
Differences in Mobile Experience between East and West
Source: Nielsen “The Mobile Consumer: A Global Snapshot” (Feb 2013)
M-commerce activities Smartphone users and how they use their phones regarding m-commerce
QR Code scanning
NFC / mobile wallet
Mobile banking
China 30% 20% 42%
South Korea 38% 15% 51%
India - - 7%
Italy 14% 3% 22%
UK 18% 4% 28%
US 24% 3% 38%
Differences in Mobile Experience between East and West
Source: Nielsen “The Mobile Consumer: A Global Snapshot” (Feb 2013)
M-commerce activities Smartphone users and how they use their phones regarding m-commerce
QR Code scanning
NFC / mobile wallet
Mobile banking
China 30% 20% 42%
South Korea 38% 15% 51%
India - - 7%
Italy 14% 3% 22%
UK 18% 4% 28%
US 24% 3% 38%
Differences in Mobile Experience between East and West
Different mobile experiences Daily uses of NFC / mobile wallets
Differences in Mobile Experience between East and West
Different mobile experiences McDonalds via mobile – mixing QR and NFC
Differences in Mobile Experience between East and West
Different mobile experiences Daily use of QR Codes
Differences in Mobile Experience between East and West
Different mobile experiences QR code food shopping… in metro stations
Differences in Mobile Experience between East and West
Different mobile experiences Smartphone and LED supermarket shopping
Source: salenavigation.co.kr
Differences in Mobile Experience between East and West
Differences in communication apps What’s popular in the East?
Source: techinasia.com/top-smartphone-mobile-apps-in-china/ (April 2013). www.telegraph.co.uk/technology/10244264 (August 2013)
Differences in Mobile Experience between East and West
Differences in communication apps Why not Skype?
Differences in Mobile Experience between East and West
Differences in communication apps Privacy and “Stamps” are preferred
Differences in Mobile Experience between East and West
Privacy difference Japanese users prefer aliases and don’t use real photos
Source: Adam Acar. Http://asiajin.com/blog/2012/04/02 (March 2012)
90% of users against posting a real picture
of their face
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
Differences in Mobile Experience between East and West
Mobile SNS experience Similar but also slightly different
Differences in Mobile Experience between East and West
Mobile SNS experience Similar but also slightly different
Source: http://en.wikipedia.org/wiki/Qzone. http://en.wikipedia.org/wiki/Sina_Weibo
Differences in Mobile Experience between East and West
Mobile SNS experience Similar but also slightly different
Source: http://www.fastcolabs.com/3016498/why-the-Japanese-love-twitter-but-not-Facebook
Differences in Mobile Experience between East and West
Mobile SNS experience Similar but also slightly different
Source: http://www.fastcolabs.com/3016498/why-the-Japanese-love-twitter-but-not-Facebook
Japanese is the most tweeted language after English.
Differences in Mobile Experience between East and West
Mobile SNS experience Similar but also slightly different
Source: http://www.fastcolabs.com/3016498/why-the-Japanese-love-twitter-but-not-Facebook
Weather (7 characters) = 天気 (2 characters)
Differences in Mobile Experience between East and West
Other mobile experiences Just because they’re interesting…
Differences in Mobile Experience between East and West
Other mobile experiences Just because they’re interesting…
Differences in Mobile Experience between East and West
To summarise Mobile experience differences What to remember…
mitsue.co.jp/english
Thank you
Francis Fung UX International Business Manager
Mitsue-Links