| top digital marketing trends | asia | 2015 |

| #1 Age of Mobile |

• 3.5 billion global mobile subscribers, over half of them are in Asia Pacific

• 6 of the worlds top 10 smartphone markets are in Asia Pacific

• Yet, subscriber penetration is only 41%

Source : GSMA Intelligence

| #1 Age of Mobile |

• Mobile internet users outnumber PC users

• 86% of time spent on mobile web, is spent on apps Source : ComScore

| #2 Think Mobile First, Mobile Only |

• The web is moving from a pull based to push based model

• Metric will shift from getting traffic to acquiring and engaging users

| #2 Think Mobile First, Mobile Only |

• Myntra goes app only

• Bing and Google prioritise mobile-friendly sites in search

• Indexed App Content will also be included in search result

| #3. Hyper personalisation |

• Myntra plans to become a personal style advisor based on access to location, calendar, pictures, and purchase history

• Personalised offers, recommendations, ads and products shown to user depending on browsing history

• Start tracking and engaging early

| #4. Messaging is the medium|

• The top accounts on WeChat in China are state run media outlets, People’s Daily and China Central television

• BBC uses local chat apps to distribute news

• The Whatsapp Share button generates 10-18% of shares on websites (more than Twitter)

• WeChat and Line users can book taxis, order flowers, and transfer money in-app

| #5. Horizontal diversification |

We Chat Go Beauty Line Grocery Uber Cargo

• Mobile apps are leveraging their brand equity and user base to diversify

• Apps will include more functionalities, features and services rather than being single minded and mission specific

| #6. The Next Billion : Digital Inclusion|

• 2.8 billion people currently use the Net. The Next Billion will be mobile only

• Light web apps, powered by cloud, consuming less data – Uber, Zomato

• Vernacular friendly apps

| #6. The Next Billion : Digital Inclusion|

• Alibaba has 211 Taobao Villages in China, with 70,000 rural retailers selling produce online

• Snapdeal tie up with Dharavi Market to promote local artisans• Partnership initiatives to unlock opportunities

| #7. The Wallet Goes Mobile|

• Mobile money covers 103 million active users, 261 services and 89 countries.

• In 16 countries, there are more mobile money accounts than bank accounts

• 1 billion of the world’s 2.5 billion unbanked people have access to mobiles

| #7. The Wallet Goes Mobile|

$7.5 billion transacted through mobile money in 2014 (Average - $30)

Buy grocery, pay bills, pay cabs, get salary payment

WeChat Xinian Hongbao :Virtual version of

traditional red cash envelope gifted to family

and friends

Microinsurance for crops using mobile money Crowdfunded mobile

money charity

| #8. Visual Marketing Ver 2.0|

Amex Instagram Campaign – 10 million views in 2 weeks

Visual Marketing with User Content is growing60 million photos are posted to Instagram everydayLow cost, high quality UGC is available

| #9. Content is King |

Maersk Instagram Channel Red Bull

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