Asia's Next Digital Decade

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How will technology adoption change the way in which marketers reach and influence consumers in Asia-Pacific over the next decade? How is Microsoft evolving its marketing strategy to reflect these changes?

Text of Asia's Next Digital Decade

  • 1. Asias NextDigital Decade
    Andrew Pickup
    General Manager, Marketing & OperationsMicrosoft Asia-Pacific

2. Agenda
Asias Next Digital Decade
Marketing Evolution at Microsoft
Case Study: Windows 7 Launch
3. Agenda
Asias Next Digital Decade
Marketing Evolution at Microsoft
Case Study: Windows 7 Launch
4. 4 Powerful Disruptions
Economic
Technology
Consumer
Brand
5. 4 Powerful Disruptions
Economic
Technology
Consumer
Brand
6. Asian economies will dominate the list of the biggest economies by 2020. Now, more than ever, country selection will matter.
Citi Group, Wall Street Journal, January 2011
Asia: The new centre of gravity
7. Asia: The next billion
The middle-class in Asia, exc. Japan, will rise from 570m in 2010 to 945m in 2015. To put that in perspective, this will be nearly three times the population of the USA
Mr & Mrs Asia, Asias Middle-Class Revealed CLSA Asia-Pacific Markets Report.
8. 4 Powerful Disruptions
Economic
Technology
Consumer
Brand
9. Transformational technology
COMPUTING POWER &STORAGE
LOCATION
SENSING
PERVASIVE DISPLAYS
UBIQUITOUSCONNECTIVITY
NATURAL INTERACTION
10. 4 Powerful Disruptions
Economic
Technology
Brand
Consumer
11. SO
LO
MO
Credit: John Doerr
12. SO
LO
MO
LOCAL
SOCIAL
MOBILE
13. SOCIAL
SO
Credit: John Doerr
14. Asia is the most socially engaged region of the world on the web. This includes activities like blogging, social networking, social bookmarking and engaging in social chatter. They carry brands through their activities and peer-to-peer conversations.
Source: Harvard Business Review 2010
15. LOCAL
LO
16. While fewer than 20% of Asia Pacific mobile users currently have smartphones, interest in upgrading is high: nearly half of consumers intend on buying a smartphone in 2011
Nielsen Report, July 2011
MOBILE
MO
17. Accelerated adoption in Asia
37%
2014
APAC (Excl. Japan)3G subscribers
4%
2007
18. 4 Powerful Disruptions
Economic
Technology
Consumer
Brand
19. The Smiling Curve
Patent & Technology
Brand & Service
Value
Fabrication
R&D(Global Competition)
Marketing(Area Competition)
20. 4 Powerful Disruptions
Economic
Technology
Consumer
Brand
21. Agenda
Asias Next Digital Decade
Marketing Evolution at Microsoft
Case Study: Windows 7 Launch
22. 23. Fish where the fish are
Time Spent
Ad Spend
39%
31%
28%
26%
16%
13%
12%
9%
Print
Radio
TV
Internet
Internet Trends, April 2010
24. Internet is Asias Most Popular Medium
Minutes per week
India
Jakarta
Singapore
TV
Internet (Excl. email)
98
178
585
274
92
Magazines
288
219
734
204
Newspaper
616
678
954
7%
Taipei
Seoul
12%
174
27
168
182
791
768
709
720
45%
36%
Australia
Kuala Lumpur
60
210
156
327
586
869
809
700
Source:Synovate PAX Survey Q3 2009 Q2 2010
25. Over 50% of Microsofts marketing communications will be delivered via digital channels by 2010
Steve Ballmer, CEO, Microsoft
2007 Association of American Advertising Agencies Conference
26. 3 Digital Marketing Networks
Earned
Owned
Paid
27. Shifting our relationship engine
Advocacy
Campaign
Acquire
Engage
Insights
28. Socially-Engaged Culture
0
50
100
150
200
250
300
306
208
202
181
172
164
163
NetProspex Social 50, May 2010
29. Agenda
Asias Next Digital Decade
Marketing Evolution at Microsoft
Case Study: Windows 7 Launch
30. 31. Achieve the highest level of customer satisfaction,advocacy and fastest adoption of any OS ever released
Windows 7 launch goals
32. Windows 7 launch strategy
1. Finding Our Voice
4. LaunchNew Version
User at the centre
2. Creating an emotional connection
3. Amplify/magnifyvia communities
33. Windows 7 launch strategy
1. Finding Our Voice
4. LaunchNew Version
User at the centre
2. Creating an emotional connection
3. Amplify/magnifyvia communities
34. Competition
35. Finding our voice: Users at the centre
36. 37. Windows 7 launch strategy
1. Finding Our Voice
4. LaunchNew Version
User at the centre
2. Creating an emotional connection
3. Amplify/magnifyvia communities
38. Windows 7 launch strategy
1. Finding Our Voice
4. LaunchNew Version
User at the centre
2. Creating an emotional connection
3. Amplify/magnifyvia communities
39. Creating an emotional connection:Users at the centre
40. Windows 7 launch strategy
1. Finding Our Voice
4. LaunchNew Version
User at the centre
2. Creating an emotional connection
3. Amplify/magnifyvia communities
41. Windows 7 launch strategy
1. Finding Our Voice
4. LaunchNew Version
User at the centre
2. Creating an emotional connection
3. Amplify/magnifyvia communities
42.

  • Largest beta test in history, 8 million testers worldwide

43. Users from over 113 countries downloaded the Windows 7 beta 44. 16,000+ online interviews 45. 2,600 users participated in research and usability studies 46. 40,000 hours of Windows 7 usage logged from user research trials