Android Ecosystem in South-East Asia - overview by Fortumo

Android Ecosystem in SOUTH-EAST ASIAWhitepaper by Fortumo

Introduction

Fortumo allows any merchant to set up payment processing for web and mobile services, games or apps. Users with a mobile phone are then able to make one-click payments using Fortumo without the need for a credit card: payments are charged to their mobile operator bill instead. Fortumo supports payments in 83 countries through 300 mobile operators. Founded in 2007, Fortumo has offices in Estonia, US, India, China and Singapore and is backed by Intel Capital and Greycrost Partners.

Get started with mobile payments at http://fortumo.com.

Android Ecosystem in South-East Asia

This whitepaper gives an overview of Android smartphone owner profiles in five South-East Asian markets: Indonesia, Malaysia, Singapore, Thailand and Vietnam. It covers user spending habits, device preferences as well as distribution channels for Android apps.

http://www.telegraph.co.uk/�nance/newsbysector/mediatechnologyandtelecoms/11126997/Emerging-markets-will-lead-smartphone-growth-next-year.html

Markets Overview

User Spending Behaviour(6 months average, May-October 2014)

Singapore Vietnam

Monthly ARPPU (USD) Avg transaction (USD)

Indonesia Thailand

Credit card penetration**

Average age

GDP per capita (USD, 2013)

Indonesia 1% 27,5 3,475

Malaysia 12% 26,1 10,514

Singapore 37% 38,4 55,182

Thailand 5% 33,7 5,779

Vietnam

Android phones*

91,000,000

13,600,000

3,800,000

22,000,000

22,000,000 1% 27,2 1,911

* - Estimation based on Emarketer & GS Statcounter data.** - Data from TechInAsia ("How ready is Southeast Asia for online payments?")

2,2513,24 5,4912,772,759,32

0,935,072,29 0,54

Malaysia


Alternative Android in South-East Asia

In addition to Google Play, many Android smartphone owners in South-East Asia are downloading apps from alternative Android app stores. Here is a listing of some of the biggest alternative stores. Make sure to distribute your apps to additional channels to maximize user acquisition and revenue!

Smart Mobile Storehttp://go.smart.com.ph/games/

http://www.mobogenie.com/Mobogenie

http://mobomarket.co.id/Mobomarket

http://www.9game.com/9Game

http://www.winner.co.th/Winner Online

http://info.singtel.com/personal/apps-tvSingTel Apps


https://fortumo.com/android-app-distribution

How do paying users connect to your game?


If possible, make your game playable offline. In emerging markets, data connectivity can be patchy and this means having a game that doesn’t work offline can cause negative user experiences.

You should also keep in mind that the larger your app is, the more difficult it will be for users in regions with bad data connectivity to download them. For larger apps, we recommend creating a small initial download version of the app and once the user has installed it, add most of the content through additional downloads.

Fortumo’s Android SDK also supports offline payments so the user can make in-app purchases even if they do not have data connectivity.

23.2% 76.8%

TOP 10 Smartphone Brandsin South-East Asia


TOP 10 Smartphone Modelsin South-East Asia

SamsungGalaxy S4

3.04%

SamsungGalaxyNote II

2.95%

SamsungGalaxyGrand 2

2.87%

SamsungGalaxy Y

2.15%

SamsungGalaxy Grand

2.09%

SamsungGalaxyNote 3

1.86%

SamsungGalaxy

S III

1.78%

SamsungGalaxy

Win

1.69%

SamsungGalaxyAce 3

1.62%

SamsungGalaxyTab 2

1.34%

+ other models (78.61%

)

Test your app! There are over 18 thousand Android devices out there but you don’t need to cover all of them: testing your game on a few very different (screen size & hardware specs) will improve chances of as many users as possible being able to play it. Cutting off a portion of users for using an older version of the OS or a device with a smaller screen could have a big impact on revenue, especially in the emerging markets.

Android OS versions usagein South-East Asian smartphones

Screen sizes of South-East Asian smartphones

Jelly Bean 54,14%(4.1–4.3.1)

KitKat 21,04%(4.4–4.4.4)


Gingerbread 7,18%(2.3–2.3.7)

Others 17,64%

480x800

720x1280

1080x1920

480x854

320x480

others

28,7%

15.3%

8.6%

8%

7.3%

32,1%

User languagesin South-East Asian smartphones

Device locale is a good indication of what language the user speaks. If the user understands English enough to navigate their phone, they will most likely be able to also understand your game. However, keep in mind that your app needs to be understandable even for users who don’t speak the language: using simple terms such as “Play” and “Buy” helps with this. It’s also a good idea to visualize the main functions of the game (a “play” icon for playing the game and a shopping cart icon for the in-game store, for example).


ThailandThai - 82,4%English - 10,9%Burmese - 2,1%Others - 4,6%

VietnamVietnamese - 94,9%English - 3,8%Others - 1,3%

SingaporeEnglish - 89,5%Chinese - 7,5%Others - 2,75%

IndonesiaIndonesian - 83,5%English - 13,8%Others - 2,7%

MalaysiaEnglish - 48,8%Malaysian - 24,8%Chinese - 12,1%Indonesian - 7%Others - 7,3%

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Android Ecosystem in South-East Asia - overview by Fortumo

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