Differences in Mobile Experience East and...
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Differences in Mobile Experience between East and West
Francis Fung / Mitsue-Links
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Introduction What I want to talk about today
Differences in Mobile Experience between East and West
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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
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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%
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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
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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
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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.
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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.
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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
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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)
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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%
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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%
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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%
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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%
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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%
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Differences in Mobile Experience between East and West
Different mobile experiences Daily uses of NFC / mobile wallets
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Differences in Mobile Experience between East and West
Different mobile experiences McDonalds via mobile – mixing QR and NFC
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Differences in Mobile Experience between East and West
Different mobile experiences Daily use of QR Codes
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Differences in Mobile Experience between East and West
Different mobile experiences QR code food shopping… in metro stations
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Differences in Mobile Experience between East and West
Different mobile experiences Smartphone and LED supermarket shopping
Source: salenavigation.co.kr
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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)
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Differences in Mobile Experience between East and West
Differences in communication apps Why not Skype?
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Differences in Mobile Experience between East and West
Differences in communication apps Privacy and “Stamps” are preferred
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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
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Privacy affecting bounce rates Japanese users mind about entering private details
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Differences in Mobile Experience between East and West
Mobile SNS experience Similar but also slightly different
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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
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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
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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.
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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)
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Differences in Mobile Experience between East and West
Other mobile experiences Just because they’re interesting…
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Differences in Mobile Experience between East and West
Other mobile experiences Just because they’re interesting…
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Differences in Mobile Experience between East and West
To summarise Mobile experience differences What to remember…
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mitsue.co.jp/english
Thank you
Francis Fung UX International Business Manager
Mitsue-Links