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The Connected Consumer Survey 2015: Asia–Pacific

The Connected Consumer Survey 2015: Asia–Pacific

This report presents a subset of data from Analysys Mason's 'Connected Consumer Survey', which was conducted in July and August 2014 in 15 countries worldwide. It focuses on results from the three Asia–Pacific countries in which the survey was conducted: Indonesia, Malaysia and South Korea.


Executive summary
Network performance is an influential factor in operator selection, and multiple-SIM device ownership is fragmenting demand
Messaging is the most popular OTT communication service, but paid-for VoIP has achieved significant adoption
Operators could find new revenue streams in the digital economy – mobile finance and healthcare are among the best options
Challenges and recommendations
Drivers of churn and multiple-SIM ownership
Consumer loyalty to mobile operators is lower in Asia–Pacific than the worldwide average, and multiple-SIM ownership is common in EMAP
Extending connectivity plans (multi-device and multi-user) can help to consolidate fragmented consumer demand
Price, coverage and speed are valued highly by consumers, particularly in emerging markets, but handset deals are important everywhere
Almost % of consumers in Indonesia and Malaysia know about LTE but do not have it, and data speed is more important than price
Most consumers are willing to pay a premium for LTE – particularly in emerging markets
The relative importance of devices to services is changing, and Indonesia has the highest ratio of annual spend on handsets compared to services
Operators already play a well-established role in handset sales channels, but greater influence may mitigate fragmentation of the relationship
Addressing and exploiting OTT services
OTT messaging services are replacing SMS usage, but the impact of OTT VoIP services will be controllable especially in EMAP
Operators need to offer a sufficient amount of text messages to ensure that customers do not need messaging apps
VoLTE and operator-led VoIP may help operators to protect the voice business
Operators can protect their established business, or partner with, enable or become OTT players
Many operators are protecting their business and entering partnerships, but leading ones are providing next-generation services and OTT enablement
New revenue opportunities in the digital economy
Mobile financial and health are among the services with the most digital economy initiatives
Indonesia’s mobile money market was the most competitive and fragmented
Mobile healthcare-related apps have good penetration levels in the three Asia–Pacific countries
Mobile health services have strong potential because nearly % of respondents pay for their own healthcare insurance services
Methodology and panel information
Methodology and panel information
Methodology and panel information
About the authors
About the authors
About Analysys Mason
Research from Analysys Mason
Consulting from Analysys Mason
List of figures
Figure Geographical coverage of our Connected Consumer Survey
Figure Respondents by number of SIMs owned, and percentage of respondents who had a multiple-SIM handset, by country, Asia–Pacific
Figure Usage of SMS and messaging or social communication apps, by country
Figure Percentage of respondents who have never changed operator, use more than one SIM and use a multiple-SIM handset, by country
Figure Length of time respondents have been with their current mobile operator, by country or region
Figure Types of multiple-device tariff structure
Figure Main attractions cited by respondents when choosing an operator
Figure Main reasons cited by respondents for churn
Figure Awareness and adoption of LTE, by country
Figure : Factors that would increase mobile Internet usage, by country
Figure : Respondents' willingness to pay a premium for LTE
Figure : Comparison of spending on handset and service
Figure : Comparison of respondents' average annual spending on devices and services, by country
Figure : Respondents' estimates of the number of years before they replace their handset, by country
Figure : Handsets by service bundling status and by sales channel, by region
Figure : Active users of OTT messaging services on smartphones, and penetration, by region, Asia–Pacific, –
Figure : Active users of OTT VoIP applications on smartphones, and penetration, by region, Asia–Pacific, –
Figure : Usage of SMS and messaging or social communication apps, by country
Figure : Reasons cited by respondents for not using OTT messaging apps, by country
Figure : Usage of OTT communication services, by country
Figure : Operators’ approaches to over-the-top (OTT) services, with examples from Asia–Pacific
Figure : Options for operators that want to enable OTT players
Figure : Operators’ digital economy initiatives in Asia–Pacific
Figure : Average readiness score and percentage of operators active in the digital economy, by vertical
Figure : Mobile money providers, Indonesia
Figure : Mobile money providers, Malaysia
Figure : Mobile money providers, South Korea
Figure : Respondents who use healthcare or fitness apps, by country
Figure : Respondents who use various healthcare/fitness apps, by gender
Figure : Respondents with medical insurance, and insurance payment bearers

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