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Mobile Life 2013: What to watch for in 2013 and beyond

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“I really couldn’t do anything on my last phone. You know, I just I think that this phone (smartphone) just makes life much simpler.” Consumer FGD, Metro Manila

“I never knew I’d use a smartphone. I mean, my friends showed me their iPhone and BlackBerry, but I always thought that it wasn’t really for me…”

“Wow, I don’t know how I survived without a smartphone before.”

Metro Manila, n=491 Males and Females

16 to 60 years old From SEC class ABCDE households

Global: 43 countries Emerging Asia: India, Thailand, Vietnam,

etc.

Mobile Life 2013: What to watch for in 2013 and beyond

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Smartphones are changing the category dynamics

3

ROLE Phone as computer Phone as phone

DESIGN Personalization of experience Look of the phone exterior

PERFORMANCE Internet on the go Call, text, photos on the go

PRICING Data Minutes

BRANDED

EXPERIENCE

Ecosystem Device

PUSH AWAY FROM DRAWN TOWARDS

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Global Emerging

Asia Metro Manila Male Female 16-21 22-30 31-40 41-50 51-60

54 54 64 66 63

51 70 67 66 63

23 22 18 16 20 23 13 15 21 24

Agree Disagree

%

The mobile experience is shaping consumers’ usage and expectations due to shifting of technology

4

“My mobile is my most important piece of technology”

B20. Attitudes towards mobile phones

Base: Mobile users – Global 35286 | Emerging Asia 3048 | Metro Manila 436 | Male 209 | Female 227 | 16-21 82 | 22-30 127 | 31-40 117 | 41-50 72 | 51-60 38

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Smartphone users recognize that cell phones are fundamentally changing

5

42 35

53 50 56 58 62

51 45 41

Global Emerging Asia Metro Manila Male Female 16-21 22-30 31-40 41-50 51-60

Smartphone ownership (%)

B1. Device ownership

Base: All respondents – Global 37698 | Emerging Asia 3491 | Philippines 491 | Male 245 | Female 246 | 16-21 89 | 22-30 135 | 31-40 129 | 41-50 82 | 51-60 56

It has changed my life.

Note: Figures in brackets () represent 2012 comparison.

2013

(30) (20) (34) (39) (30) (41) (37) (40) (19) (22) 2012

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Tablet

89

53

14 39 37

4

Household ownership

Smartphone only

Laptop/ netbooks

Desktop Total Mobile

Phones

Multiple screens/ devices are changing the mobile market dynamics

6

Device ownership (%)

Smart TV

B1. Device ownership

Base: All respondents – Metro Manila 491

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Tablet Laptop/

netbooks Desktop

Mobile Phone/ Smartphone

Device consideration expands as the market becomes more mature

7

Device share of time

Smart TV

Base: All respondents – Metro Manila 491

Instant messaging

Play games

Access social networks

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As consumers’ sophistication grows, they are also becoming discerning on how their content is provided

8

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34

18 7 5

4 3 1

12

16

Android Symbian (OS)BlackBerry/RIM (OS) iOS (Apple)Windows Phone 7 Windows Mobile 6.5 or lowerWindows Phone 8 OthersDon't Know

60

9

31

Smartphone owners

Advanced feature phones

Basic feature phones

Knowledge of Operating System (OS) grows over time/ through experience

9

Main handset and OS market share (%)

C22. Stated Operating System ownership

Base: Self-reported smartphone users – Metro Manila 260

Local Report 2013 - Philippines

“Android… you mean the Google-based phone, right? I think that’s great. I am sure it’s good for my phone, and it will help me. I use Google all the time.” Metro Manila

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Expanding functionalities capitalize on smartphone promise

10

Top 12 mobile features used

D1. Feature usage

Base: Mobile users – Metro Manila 436 | Global 35286

SMS/text messaging

Listening to music

Taking photos/ videos

Playing games

Calendar function-

ality

Bluetooth connect-

ivity

Browsing the

internet

Social net-working

Emails MMS

WiFi connection

at public areas

Instant messaging

100

81 73 72

64 52

32 34 23

34 35

91

78 75 70

51 51 45 44

37 36 35 34

2012 2013

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Closing thoughts…

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The mobile is a personal device. People make their phone their own and they develop their own mobile personal space

12

Local Report 2013 - Philippines

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If a brand is invited into in a consumer’s mobile personal space, huge benefits are available

13

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However brands need to provide value to remain within this circle; they need to address key consumer needs.

14

Convenience

Experience

Relevance

Independence

Reassurance

Local Report 2013 - Philippines

In Mobile Life 2013, we explore the mobile opportunity through five core needs:

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Relevance

Experience

Reassurance

Independence

Consumers used to spend time to save money. Now they spend money to save time.

Convenience

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Convenience Relevance

Independence

Reassurance

Consumers want to interact with the world around them.

Experience

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Convenience

Experience

Relevance

Independence Consumer want to take the risk out of decision making.

Reassurance

Local Report 2013 - Philippines

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Convenience

Experience Independence

Reassurance

Consumers value offers and solutions more when they are

available at the right time or in the right place.

Relevance

Local Report 2013 - Philippines

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Convenience

Experience

Relevance

Reassurance

People want to get the most out of life.

Independence

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Mobile Life 2013

20

Convenience

Experience

Relevance

Independence

Reassurance

Local Report 2013 - Philippines

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Thanks! Lester Sualog TNS Philippines