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