Mobile Marketing Handbook – SEA, 2020

Understanding The Connected Southeast Asian Consumer

2020 Mobile Marketing Handbook Mobile Marketing Handbook – SEA, 2020

Table of 02 03 Contents THE DIGITAL THE PARADIGM LANDSCAPE IN SHIFT WITH THE SEA CONNECTED CONSUMER • Understanding the • Mobile Commerce Connectivity Paradigm • Entertainment • The Booming Internet • Mobile Banking Economy • The Connected Consumer of 2020 04 05 WINNING THE CONNECTED THE 2020 VOICE OF THE CONSUMER: MOBILE 01 MARKETER MOMENTS OF TRUTH INTRODUCTION

Mobile Marketing Handbook – SEA, 2020 Mobile Marketing Handbook – SEA, 2020

Foreword

Southeast Asia witnessed a transformation like no other in the last decade. Punching above its weight, the region is home to one of the world’s most dynamic internet economies, offering convenience to consumers at an unprecedented scale. The average Southeast Asian user spends more than 74% of their time on their smartphones when compared to their American counterparts, making them a highly connected, highly mobile user base. This transformation led by the internet economy has been most significant in 3 key categories:

mCommerce: With an explosion of home grown apps, Southeast’s commerce landscape has been redefined by the app economy. This has been further bolstered by the round the year demand driven by a diverse population.

Entertainment: The region is fast emerging as a leader in both OTT Streaming Services and Gaming. Both regional and international heavyweights play a critical role in this ecosystem.

mBanking: ASEAN has revolutionized the banking ecosystem, with apps solving for last VASUTA AGARWAL mile connectivity and infrastructure issues bringing on board a critically underbanked Managing Director, population. Asia Pacific As a part of our annual survey of marketers in Southeast Asia, we take a moment to understand not only the key challenges they face in an ever-shifting digital economy, but also the untapped opportunities that come with it. Keeping in mind the all compassing nature of smartphones, we discuss the emergence of a new phenomenon, the Mobile Moments of Truth. MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Introduction

Southeast Asia is one among the fastest growing regions across the globe, with its digital economy poised to achieve USD 300 Billion in the next 5 years. This phenomenal growth can largely be attributed towards the mobile revolution this region has witnessed, making way for multiple growth opportunities, fueling the rise of unique in-app ecosystems. This transformation is particularly prominent in three unique categories: mCommerce, Content, and mBanking. We examine the shift in these three distinct categories which have fundamentally altered consumer behavior in Southeast Asia. As consumer expectations begin to shift, both brands and advertisers understand that it is critical to rethink how they communicate with their customers. We speak to marketers across the region including industry leaders and understand their motivations and concerns as we step into the golden age of the connected Southeast Asian consumer.

Disclaimer: This document was produced by and the opinions expressed are those of InMobi and other sources up to the current date of writing and are subject to change. It has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Projected market and financial information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. There is no representation or warranty, either expressed or implied, as to the accuracy or completeness of the information in the report and shall not be liable for any loss arising from the use hereof. InMobi does not provide market analysis or financial projections. MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

Digital Landscape in South east Asia Mobile Marketing Handbook – SEA, 2020

61% GSMA Mobile Connectivity in 65 connectivity index 2018 69% Vietnam Internet Southeast Asia = Mobile penetration 68 Today, 90% of users in Southeast Asia access the internet primarily through their mobile devices. 61% Connectivity in this region has now Thailand become synonymous with mobile phones. 65 Given the fragmented geography of the region, mobile Philippines unites and connects everyone unlike previous 83% Cambodia technologies have. 66%

Despite several traditional challenges, today the 67 region enjoys a high internet penetration. This has 61 been made possible primarily due to the fast dipping prices of both smartphones and mobile data. Malaysia Brunei 65% Southeast Asia leads in Internet 62 penetration and mobile connectivity Singapore 85% 65% 86 57 56 65 % 71 % 62 Indonesia Global SEA

Source: eMarketer 2019 Mobile Marketing Handbook – SEA, 2020

Size of the 12 Internet Economy It’s a unique, booming (in USD billion) Vietnam Internet economy #5 in m-commerce The Southeast Asian Internet economy has reached 16 an important milestone. Valued at $100 billion in GMV across online travel, e-commerce, online media and ride-hailing sectors, it is expected to triple by 2025. Thailand #1 mobile 65 This growth is powered by the rapid adoption and banking increasing time spent on mobile Internet, and a willingness Cambodia Philippines to pay for online services and products. 66% 7 #8 in 11 #3 in ride- mobile hailing wallets Brunei SEA’s Internet Economy Malaysia

12 9x Indonesia Singapore #1 m-commerce #1 ride-hailing

40

Gross economy value (in USD) (in value economy Gross 2015 2019 2020

Source: We are social 2019, Google Temasek Bain & Company's eConomy SEA 2019 Report MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

The consumer force behind the UNITED STATES Internet economy SEA CHINA

Smartphone 58.3 56 85 Southeast Asians spend most Penetration of their time on mobile, consuming content and making purchases. It is no surprise then that investors – both local and international, recognize Total App the potential and are eagerly taking Downloads (Bn), 3.5 2.0 3.0 significant steps to harness this Q2 2019 opportunity

As consumers get digitally savvy, they Time Spent per day are displaying a higher propensity to try on mobile 4:10 3:19 2:24 new apps across different categories; internet (hh: mm) experimenting and aspiring for better things. With no dearth of options available to them, either at an app or brand level, impulsivity in shopping is Mobile Data Traffic rising while loyalty is on the decline. by Smartphone (GB/ 3:6 7:1 7 month), 2018

Source: Sensor Tower | eMarketer Mobile Marketing Handbook – SEA, 2020

% of population Defining the connected 62% Under 35 years 50% Vietnam % of m-commerce Southeast Asian 71% Internet users consumer 50% 61% Thailand 65 Cambodia Philippines 57%

55%

Malaysia Brunei 54%

63 % 65 45% Singapore 58%

52% 76%

SEA 52% Indonesia

Source: eMarketer 2019, Nielsen – What’s next in SEA Mobile Marketing Handbook – SEA, 2020

Understanding the connected consumer persona

MOBILE NATIVES, YOUNGER OMNI CHANNEL More than 60% are under the age of 35

90% come online through their mobile devices

ALWAYS - ON ASPIRATIONAL 4 out of 10 high mobile usage countries are 72% of Southeast Asians Southeast Asian feel they can buy beyond their basic needs

Mobile Marketing Handbook – SEA, 2020 MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

The Paradigm Shift with the Connected Consumer MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Understanding the mobile era As the prices of smartphones plunge, and access to mobile data increases, the day to day behavior of the average consumer in Southeast Asia has dramatically shifted. Some of the most significant changes can be observed in the following spaces:

M-Commerce Entertainment M-Banking

$

Exploring the mobile Understanding new Decoding new age commerce opportunity age entertainment finance MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

Decoding the New-age M-commerce User Mobile Marketing Handbook – SEA, 2020 Exploring the mobile commerce opportunity

Mobile commerce has created a definitive impact on how the average Southeast Asian shops today. With apps catering to users’ unique needs be it apparel, peer2peer, groceries, among countless other categories, consumer behavior has seen a dramatic shift, especially in the following areas:

Money Transfer 14 68 9 63 Clothes 19 52 28 48 Cosmetics/ Skincare 14 48 Of Internet 17 46 Users in SEA Flights 30 45 63% 42 use M- 16 Commerce Footwear 19 39 23 38 Toys 19 33 15 30 Technology (TV/ Gaming) 26 33 19 30 Furniture 16 29 16 25 Of e-commerce 51% in SEA can be Mobile (%) PC (%) attributed to M- Commerce

Source: Mobile Commerce Southeast Asia Twitter Insights 2019 Mobile Marketing Handbook – SEA, 2020

HIGH TRIALIBILITY

With several apps on the market, each offering better prices than the other, users are now open to having multiple apps on the phone

Defining the HIGH IMPULSIVITY As access to products have dramatically increased with the tap of a button, users are new-age now able to make purchase decisions at an increasingly shrinking speed - driving high m-commerce impulsivity User REDUCED BRAND LOYALTY

Due to the availability of a wide variety of options and heightened impulsivity, users are no longer as brand-loyal as they used to be. Brands must now work hard to build brand loyalty by paying close attention the shifting needs of their customers. Mobile Marketing Handbook – SEA, 2020

The rise of the local apps The Southeast Asian mobile app ecosystem is dominated by local apps in categories of shopping, communication, ride-hailing and payments. However, among them all, very few have successfully managed to add more services to truly become Super Apps. The majority continue to offer a single service to their customers.

20 18 Go-Jek

16 Super Apps

14 Conglomerates 12 Niche Players 10 8 6 Tokopedia 4 Touch n Go ewallet 2 Grab SEA limited Lazada 0 OVO Michat

70 0 10 20 30 40 50 60

MAUs in millions MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Around the year demand, driven by diversity The cultural diversity of SEA creates a unique landscape for marketers and retailers in the region. Each month of the year offers a different reason to celebrate and hence, presents an opportunity for marketers to connect and engage with consumers. For e.g. in the post Ramadan slump, the Bun Luang festival in Thailand continued to engage consumers on shopping apps. Similarly in January, while the rest of the region witnessed a decline in shopping activity, Vietnam enjoyed a heightened engagement on these apps.

4000000 Ramadan

3500000 9/9 Shopped through 12/12 $14B mobile apps in 2018 3000000 11/11 2500000 Growth in m-Commerce 2000000 20% sales by 2020 1500000

1000000 3 bn Time spent in shopping apps in 2018 500000 hours

0 Time spent in January April July September 2X shopping apps doub Indonesia Thailand Malaysia led in 2018* Singapore Vietnam Philippines Source: Priori Data Mobile Marketing Handbook – SEA, 2020

The Mobile State of Entertainment Mobile Marketing Handbook – SEA, 2020

The mobile video consumption explosion

Video is a booming content consumption channel in APAC with OTT video revenues set to overtake North America in 2021

As a region that primarily uses smartphones to connect to the internet, smartphones continue to be the preferred medium to watch video content. OTT platforms have responded to this unique behavior with Netflix launching mobile only plans in this region.

Asia Pacific to overtake North America in 2021

Smartphone Video Viewers 0TT video revenue by region (US $Mn) 74.8 69.3 62.1 55.5 48.4

27. 20.8 23. 25. 1 6 4 18. 3 2019 2020 2021 2022 2023 2019 2020 2021 2022 2023 NA EMEA APAC La tin Am erica millions % of population

Source: eMarketer, August 2019 Mobile Marketing Handbook – SEA, 2020

The Traditional to Digital transformation OTT platforms have extended their embrace of a mobile-first strategy by partnering with leading telecom companies in the region, who have been traditional partners of payTV providers as well.

Singapore Philippines Indonesia Malaysia

Source: Kagan, a media research group with S&P Global Market Intelligence Mobile Marketing Handbook – SEA, 2020

The hybrid video on-demand model SVOD (Subscription Video on Demand) has made significant inroads in the region with revenues set to reach a value of USD 390 million by 2023.

Additionally the region is also open to a hybrid model of SVOD and AVOD (Advertising based Video on Demand) where users pay a reduced monthly OTT subscription for a reduced price

Would you sign up for a monthly OTT subscription with ads Forecasted subscription revenue from for a reduced price? video streaming services in Southeast Asia 70% 200 60%

50% 150 40%

100 30%

20% 50 10%

0% 0 Hong Kong Indonesia Philippines Taiwan Vietnam 2015 2016 2017 2018 2019 2020 2021

Yes Maybe Depending Upon Price No Don't Know

Source: Kagan, a media research group with S&P Global Market Intelligence MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 SEA: The future of mobile gaming

Southeast Asia is the fastest growing gaming market across the globe, with a growth of 22% YOY

67% of Gaming Revenue in SEA comes from Mobile

Mobile is the most preferred channel for gaming as compared to PC and console as observed in the rest of the globe.

Gaming has found a remarkable place in the psyche of the ASEAN population: the 2018 Asian Games showcased 6 games as a part of its esports events

THE WORLD’S LARGEST FASTEST–GROWING GAME MARKET

$3,304M Of game revenue in SEA 67% will come from mobile

Revenues generated by $976M SEA’s games market in 2019, $4.6Bn up +22% year on year

$360M

Mobile PC Console

Source: NewZoo 2019 | ASEAN Post 2019 MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Paging gamers: Gaming across Southeast Asia

Vietnam Philippines

Online Population 44,700,000 Gamers Thailand 31,400,00 GAMERS IN Online Population Online Population 42,000,000 21,100,000 Malaysia Gamers SOUTHEAST Gamers Online Population 27,200,00 14,700,00 21,400,000 ASIA Gamers 14,300,00 Indonesia Online Population 52,600,000 Gamers Singapore 34,800,00 Online Population 4,100,000 Gamers 2,800,00

Source: ASEAN Post 2019 MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Case in Point: Mobile entertainment owns eyeballs in Malaysia 9 out 10 users in Malaysia access the internet via their smartphones, making mobile the gateway to all things entertainment in this nation. As the multiple categories of entertainment continue to mushroom including video, text based, audio, social media, gaming we take a closer look at the notable shift in 2 of the most popular categories in Malaysia, video and gaming.

Video Gaming

SEA’s leading regional OTT Kuala Lumpur is home to 11 Understanding platform, iflix ,with over 17 million Game Developers Users subscribers started in Malaysia including: Gameloft and Codemasters

7 /10 Malaysians who own a 45% of Malaysian mobile gamers Local Players smartphones use their device are female showcasing a diverse up the Ante to stream online entertainment gaming audience

Netflix launched their first Sony is set to open its first Global Players Southeast Asian mobile only plan in Southeast Asian Gaming Go Local Malaysia Studio in Malaysia in 2020

Source: Yahoo News 2019 | Digital News Asia 2019 | All Correct Games 2017 MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

The Southeast Asian M-Banking Revolution Mobile Marketing Handbook – SEA, 2020

M-Banking and Growing Banked Population in SEA Banked Unbanked Impact of Banking the Unbanked financial inclusion $52 43 73 $17 The Southeast Asian app ecosystem 57 continues to drive dramatic 27 disruption the need for financial % of the population solutions that catered to the 2019 2030 nuanced needs of the market arose. 2014 2017

Since the infrastructure requirements of financial Apps were limited, they 5 of the top 12 countries with highest mobile banking began to help bring on board penetration are SEA, Jan 2019 millions of users who were previously underbanked / unbanked driving significant economic change in the region. Mobile Banking Penetration

U.K USA Turk ey China Sweden Source: World Bank Global Findex, 2017 Thailand Malaysia Vietnam Singapore IndonesiaPhilippines Worldwide The ASEAN Post, Jan 2019 South Korea Mobile Marketing Handbook – SEA, 2020

Mobile-driven cashless Mobile payments in SEA(in billions of dollars) economy While most of these apps started out primarily as an infrastructure lever for mCommerce transactions, these apps have come into their own to offer more services and solutions to the people. These include:

Remittance Lending Insurance

SME funding Banking

(Trillion RMB)

307.2 SEA Consumer Payments (GTV, PC Third-Party Payments $8) 229 144 Mobile Third-Party Payments e-wallets 165.9 1100 22 Digital Payments 98.7 600 58.8 39 45.4 Consumer Payments 26 32.3 2300 11.912.2 19.9 1,400 2.2 0.1 3.7 0.2 5.4 1.2 8.1 6

2011 2012 2013 2014 2015 2016 2017 e 2018 e 2019 e 2020 e 2019 2025

Source: Accelerating Financial Inclusion in Southeast Asia with Digital Finance | 2017 Digital Banking in ASEAN Mobile Marketing Handbook – SEA, 2020 The evolution of finance apps in Southeast Asia

Super Apps Traditional / Pure Fintech Cryptocurrency Commerce Digital Banking Extension

The financial Leading Banks across The rapid evolution of Among the most Nontraditional players services offered the region have financial apps have led disruptive financial have also made the by Superapps became recognized to tremendous inclusion technologies foray into financial a natural extension of the importance of driving adoption among are blockchain and apps to solve for their exhaustive value proposition and mobile as a channel both the unbanked cryptocurrency. In the nuances that they became a critical and have embraced and underbanked. response to the might face on a day factor in their journey of apps as a critical Be it peer to peer need of the region, to day basis, making it building a medium in offering transactions, cryptocurrency a natural extension to 360-degree app their customers payments, loans, or apps have found a their business as usual ecosystem a variety of options insurance, these viable place in the model when it comes to apps cater to the day to rapidly evolving instant payments and day needs of the financial fund transfers. average consumer app ecosystem seamlessly. MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

Vision 2020: The Voice of the Marketer

In a world where trends are constantly changing, it can be tough for brands to keep up. The 2020 Voice of the Marketer is a research study conducted to better understand marketer sentiments across verticals. We surveyed 56 Southeast Asian marketers and conducted in-depth interviews with 12 industry leaders to comprehend the biggest challenges that marketers face today. We also reveal the top marketing trends which in their opinion will dominate the coming year. MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Facing the Headwinds

Southeast Asia is a truly mobile-first region. With rapidly growing internet connectivity, consumer Lack of 360 degree view of behaviour isevolving rapidly and fuelling the dynamic 51% mobile in-app ecosystem. the customer

As more apps crop up and existing apps offer more Inefficient attribution services to retain users, consumers are spending more 31% solutions time on their mobile devices experimenting and consuming content at an exponential level.

This has left marketers hamstrung even in an age of Lack of real-time insights on data overload. The disconnectedness of data makes it 24% consumers harder to derive a cohesive view of the consumer, complicating the already complex consumer journey. The lack of trusted third-party data and inadequate first-party data leaves them with little insight into the Ineffective measurement and 21% consumer's journey on mobile devices. verification solutions In such a world, marketers are hard-pressed to deliver personalized experiences, a desperate need of the hour to elevate the consumer-brand relationship. Inability to deliver 17% personalized experiences Mobile Marketing Handbook – SEA, 2020

Marketers need to create an agreeable digital experience that redefines the data value exchange between consumers and brands

Here in Asia, we have made the acquisition and use of first party data a clear priority. That’s quite a challenge, given the multitude of platforms and channels used by Unilever brands.

Of course, we make every effort to be GDPR-compliant everywhere. But acquiring data legitimately is just table stakes. It doesn't mean much to the person whose data you have acquired if he or she does not believe that the data are being used correctly or if it's not the relationship they feel they signed up for.

So, we are working hard to develop a better understanding of what makes for great value exchanges during data acquisition. The best exchanges should feel fair and be a positive consumer experience. So any communications which follow should feel DAVID PORTER relevant, based on the expectations built up during the initial VP GLOBAL MEDIA – ASIA PACIFIC AND AFRICA, exchange. We want value exchanges that work for people as well UNILEVER as for brands. Mobile Marketing Handbook – SEA, 2020

Delivering the right message to the right user continues to be a struggle in the age of disconnected and siloed datasets

Everyday consumers interact with tens of apps performing various activities seamlessly through the day, generating large amounts of data on different platforms. However, through it all, the majority of data resides with a select few players who have insight into who the consumer is, what they do and where they are in the consumer journey. Hence it has become harder for brands to identify the right attributes for the right consumer and ascribe intent so as to definitively reach and engage them with the right message. Furthermore, when leveraging third-party data, marketers often struggle with the value and veracity of it as the data can be dated and not representative of the specific components brands are looking for. This delivers less than precise marketing campaigns that often lack true detail around them, limiting their targeting capabilities. Without knowing what the consumer struggles with, it makes it especially difficult for brands to tailor and deliver appropriate level of content at the right time losing many precious potential moments of SILAS LEWIS-MEILUS serendipity. DIRECTOR, HEAD OF MEDIA - APAC GSK Mobile Marketing Handbook – SEA, 2020

The power of first-party data is far- reaching, helping brands stay ahead of the consumer trend curve

In today’s world, consumers are the trend setters evolving quickly and thus making it harder for brands to cope with the changes. As consumer behavior and shopping lifecycles change, consumers are increasingly paying more attention to the brands and their ethos, and not just the price. No doubt brands must have a clear and deep understanding of their consumers to be able to speak their language across channels to truly engage and connect with them. This deep understanding of the consumer can only come from accessing and owning first party data of their audiences. This allows marketers to better segment and explore their consumer’s behavior while being able to identify any changes or anomalies that could lead to new trends. Samsung has the advantage of owning vast 1st party data from both online and offline channels which gives it great insight into the smallest user cohort thus enabling us to build effective marketing strategies around it. This minimizes wastage of resources when ABHISHEK GROVER marketing to consumers. However, most brands continue to face challenges in accessing and owning data of their brand. New REGIONAL DIGITAL MARKETING HEAD – innovative pathways must be created if one wishes to remain SMARTPHONES (SOUTHEAST ASIA & OCEANIA) relevant to their consumers in the future. SAMSUNG MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Riding the Waves

Customer Journey Mapping 59% Southeast Asia has been quick to adopt digital technologies, especially mobile in the last decade. Today, three in four consumers have access to the internet and are increasingly consuming digital services and products everyday. Delivering Personlized Experiences 44%

Growing consumption is redefining consumer behaviour and their preferences, fuelling innovation in the Achieving a 360 degree view of the mobile ecosystem. The landscape remains highly 37% competitive with local and global players competing for customer the users time and money.

Hyper-local outreach 24% In a bid to further their share of time, marketers will push the envelope to deliver personalized experiences that resonate with consumers in their moment of need. In order to achieve this, marketers must re-evaluate their strategies on Super Apps in particular. These apps offer marketers a unique opportunity to connect beyond just commerce and Rise of the Ecosystem Players 24% truly inform and engage them through their entire journey. Mobile Marketing Handbook – SEA, 2020

Super Apps offer marketers a unique opportunity to harness rich data sets and truly deliver native, personalized and timely experiences

The emergence of Super Apps is not surprising in mobile-first Southeast Asia. The growing consumer base expects immediate, seamless access to content, products and services. As more services are being integrated into a single app, consumer behaviour is changing - consumer loyalty increasingly depends on who offers a more convenient and relevant experience. With added ease of payments that offer a seamless experience to consumers, Super Apps are becoming increasingly popular. As a consequence the data collected from these apps offer valuable consumer insights, as each user profile becomes increasingly layered and rich. The large user base on these Super Apps means these rich datasets can be used to create more effective experiences and targeting. By harnessing the three elements of data, platform and algorithms effectively, marketers can better leverage the apps to deliver more meaningful, timely and relevant content. However, as more apps embark on their Super App journey, the competition to capture and sustain EKA SUGIARTO the users attention will intensify, leaving marketers to innovate and HEAD OF MEDIA – INDONESIA AND SEA develop new strategies that provide non-disruptive, personalized experiences that leverage the wealth of data generated. UNILEVER Mobile Marketing Handbook – SEA, 2020

Brands need to adapt their marketing strategies to deliver more cohesive and sparkling experiences to their customers

One of the big impacts of the mobile-first, hyperconnected era is, what we are calling, the Digital Paradox. One the one hand, we have new and evolving media channels, often held in the palms of our hands, creating newer and newer opportunities. On another hand, the deluge of digital touchpoints will make it more difficult to connect with consumers, making it more difficult to build brands. To capture the user's attention in the first few seconds, to entertain them, to create value for them has become exponentially harder for marketers. This is driving them to search for innovative strategies. One of the answers lies in making the shift from thinking content to thinking “experiences”. When brands start delivering sparkling experiences that are delivered in way that is native to the environment or channel, without disrupting the ongoing experience, it will start creating meaningful and deeper memory structures. Every digital platform is unique in the engagement opportunity it offers consumers. Marketers can no longer rely on taking content constructed for a different platform and plug and play it into another platform with minimal changes. Mobile as a medium needs a lot of attention. We will have to treat the Browser environment, In-App Environment, Facebook, Instagram, Tik-Tok, SUDIPTO ROY Twitter, Amazon and Lazada as unique environments and design for it. While this cannot be achieved overnight, brands will have to work towards creating MANAGING DIRECTOR – MEDIA & DATA this new reality that will lead to more effective campaigns and ROI in the long MINDSHARE run. Eventually the marketer-agency-publisher eco-system will be able to convert this into repeatable models that work for categories and brands, better than today. Mobile Marketing Handbook – SEA, 2020

Gamifying the user experience is a great way to engage and entertain the consumer while keeping them informed Games are universally appealing and often provide a much- needed stimulation to the human mind. Incorporating elements of gaming into the user experience delivered by the brand can often garner great rewards. Through their shopping journey, especially in the beauty segment, consumers are always keen to better understand how a product will look and feel on them. This need usually takes them away from their online journey and into the store to try, touch and feel the product. By gamifying the experience online, brands can create experiences where consumers can "try on" the product to get as close as an in- store experience. Such an innovative 360-degree experience is bound to boost consumer engagement with the brand and positively impact other brand metrics VIKSITA SINGH MENON HEAD OF MARKETING, CONSUMER PRODUCTS DIVISION, SINGAPORE L'OREAL MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020 Conclusion

Decoding the Mobile Moments of Truth MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

Mobile Moments of Truth Understanding the Shift

Research Zero Consideration at While traditional marketing frameworks Moment point of purchase may have enjoyed a linear model, rapid of Truth digitization has led to massive disruption in the consumer journey. Consumers have First shorter attention spans, which when paired Moment with hyper connectivity results in a collision of Truth of moments. Users today might consider first, then research, advocate next and then Second make a purchase. Or, these might happen Moment simultaneously, leading to a possibility of of Truth countless permutations of the new consumer journey. In order to stay relevant Third in these changing times, marketers need to Moment make room for The Mobile Moments of of Truth Truth Customer Advocacy Experience Mobile Marketing Handbook – SEA, 2020

Defining Mobile Moments of Truth

Mobile Moments of Truth are defined by the following characteristics:

Non-Linear Simultaneous Transient User Personalized States Experiences

The stages between While shopping journeys As connectivity continues With increased connectivity awareness and purchase previously could be to increase at a breakneck comes great opportunity as are varied while often no distinctly separated as speed, the length of brands have multiple longer being linear. unique phases, today purchase cycles have avenues to leave a lasting Customers might start an these stages often drastically reduced. This is positive impression on activity on one medium, overlap leading to a largely due to the ease of consumers. Personalization continue it on another collision of moments. consumption enabled by is a key lever that customers channel and make a connectivity - be it increased expect when interacting with purchase via an entirely access, increased options, brands. separate medium. improved payments. MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

Driving Real-time Action with Real-time Insights

Southeast Asia is a small but mighty region brimming with untapped opportunities. Rapid urbanization and digitization is driving demand for solutions in areas such as m-commerce,

m-banking and internet of things. This has significantly impacted the consumer journey, changing forever how consumers interact and engage with brands.

The consumer journey is hyper-connected creating multiple simultaneous moments of truths that are non-linear and transient. Brands have a unique opportunity to engage consumers at these multiple touchpoints offering a personalized experience that can create a lasting impact.

In order to make the most of mobile moments of truth, it is critical for marketers to drive real time actions with real time insights. As we enter the golden age of data, marketers must leverage this resource RISHI BEDI responsibly by understanding consumer expectations in real time to VP & BUSINESS HEAD – JAPAN, KOREA AND engage and delight consumers with experiences they not only have to SOUTHEAST ASIA, INMOBI come to expect, but beyond. MobileMobile Marketing Marketing Handbook Handbook ––SEA,SEA, 2020

InMobi Marketing Cloud InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers.

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Powered by Mobile Intelligence ● Transparent ● Always On ● Integrated Mobile Marketing Handbook – SEA, 2020

About InMobi Group

InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's portfolio companies include InMobi Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.

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