Prioritizing Digital Markets in ASEAN

Prioritizing Digital Markets in ASEAN


Southeast Asia has a rapidly developing digital ecosystem that provides multinational companies with wide-reaching online channels for customer engagement.

However, while the ASEAN-5 markets share several regional trends in digital development, companies should evaluate each market on its own merit.

As the first report in FSG’s two-part series on digital customer engagement in the Association of Southeast Asian Nations (ASEAN), this analysis offers an effective, three-step process for multinational companies to prioritize their digital markets and evaluate internal digital capability gaps in Southeast Asia, building a solid foundation to design localized digital strategies for the region.

What you will learn

  • What do multinational companies need to know about the digital landscape in ASEAN
  • How do the ASEAN-5 markets (Thailand, Indonesia, Malaysia, Vietnam, Philippines) vary
  • What is the exact step-by-step approach companies can take to prioritize their digital investments in the region

Executive Summary
FSG’s Strategic Framework for Digital Customer Engagement in ASEAN
A Comprehensive Digitalization Strategy
Research Focus: Digital Customer Engagement
Complex Decision Making in Southeast Asia
FSG’s Targeted Digital Solutions for ASEAN
Understanding Digital Landscapes of the ASEAN-5
Understanding Digital Landscapes of the ASEAN-5
Digital Landscape Snapshot: Malaysia
Digital Landscape Snapshot: Thailand
Digital Landscape Snapshot: Indonesia
Digital Landscape Snapshot: The Philippines
Digital Landscape Snapshot: Vietnam
FSG’s Process for Prioritizing Digital Markets and Strategies in the ASEAN-5
FSG’s Digital Prioritization Framework
Step 1-A: Assess Digital Readiness
Step 1-B: Measure Market Opportunity
Step 1-C: Evaluate Market Prioritization
Step 1: Sample B2B Digital Prioritization
Step 1: Sample B2C Digital Prioritization
Step 2-A: Evaluate Internal Capabilities
Step 2-B: Identify Strategic Gaps
Step 2: Sample Gap Analysis
Step 3-A: Align Focus Areas
Step 3-B: Develop Localized Strategies
Appendix: Digital Market Prioritization Tool
About Frontier Strategy Group

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