What all marketers should know about Indonesian Mobile Internet Market – handset data

I kept hearing “Let’s build a Blackberry Apps! , Let’s build iPhone Apps!, let’s build android apps!” and after spending roughly 20-50 Million Rupiah, and launching their apps in a big manner, a month later they all say “The apps doesn’t work, no one is using our apps !, Apps don’t work ! , the digital business is still in its infancy!” and all the bad comments

My questions  to all the marketers :

Do you know who is exactly  browsing Indonesian Mobile Internet Market ? Who is the digital savy person who search and surf the mobile Internet ?

If you don’t know, well , read carefully and be amazed, below is a statistical data that I’ve compile from Opera.com , getjar, admob, adstars and buzzcity and before you’re caught up in details, I’ll show you the top handset that I found :

Notice : the rise of MAUI browser – Chinese handset, majority handset is Nokia handset with Symbian 40 and 60 Operating System that support J2ME MIDP2 (Java application) and look at the models it’s not the hippiest and trendiest model , the models are 5-3 years behind.

ADSTARS	%	Opera	%	Buzzcity	%
Others Featured	51.80%	Nokia 5130 XpressMusic		MAUI	30.69%
Nokia Others	26.10%	Nokia C3		Others	27.68%
Blackberry	10.00%	Nokia 2700c		Vodafone 810	3.40%
Android	2.50%	Nokia E63		Nokia E63	2.69%
Iphone	2.40%	Nokia 2330c		Nokia 5130	2.48%
Nokia 6300	2.20%	Nokia 6300		Nokia 2700c	2.33%
Nokia E63	1.70%	Nokia X2		Nokia N70	2.08%
Nokia N70	1.60%	Nokia N70		Nokia C3-00	1.97%
Nexian NXG922	0.70%	Nokia 2730c		SonyEricsson W200	1.94%

getjar	%
Nokia E63	7.3%
Nokia N70	3.7%
Nokia 5130	3.4%
Nokia C3-00	3.3%
Nokia 7610	2.5%
Nokia 6600	2.4%
Nokia N73	2.2%
Nokia E71	2.1%

And all marketers will ask me “Where is the Blackberry traffic ? I saw blackberry everywhere ?”

My answer to them :

·         blackberry user mostly lives in the big city and 60% of Indonesian population lives in the rural area

·         and what do you browse in your Blackberry ? detik? Kompas? FB,twitter ? do you waptrick.com ?  funbook.com? pepperonity.com ? mygamma.com ? and many other strange unknown mobile sites ?

but ofcourse you marketer wont trust me without any solid data, so I’ll show you how big is the blackberry internet traffic – to the mobile sites :

from overall mobile internet traffic according to those sources I mentioned above the only recorded blackberry model is Blackberry8520 with only 0.58% traffic share

So My simple suggestion is :

what is your product if you are a premium seller (ZARA,Sushi Tei,SOGO,etc) Yes I Agree, do build your apps for iPhone, Blackberry and Android – but set your expectation to 5000-10.000 downloader and for your active user multiply them by 5-20% - small number right ? so focus on the engagement not on the volume

But if your product is mass like unilever, KFC, Dunkin Donouts, etc aim the featured phone apps, use JAVA J2ME MIDP2, aim for S40 and S60 – that’s where your market is, you can aim to 100.000 – 1000.000 downloader with 5 – 20% active user also

and if your confuse with apps and just want to build a mobile site, that’s even better :D – but you have to compensate with less user experience.

So I hope this simple data sharing, helps all marketers in deciding what kind of apps you should build

Btw.. beside this technical stuff, marketers should really put much effort and the engaging your customer, but let’s talk about that in a different time.

O.. almost forgot, here are the top 50 handset from the sources above

ADSTARS	%	Opera	%
Others Featured	51.80%	Nokia 5130 XpressMusic	N/A
Nokia Others	26.10%	Nokia C3	N/A
Blackberry	10.00%	Nokia 2700c	N/A
Android	2.50%	Nokia E63	N/A
Iphone	2.40%	Nokia 2330c	N/A
Nokia 6300	2.20%	Nokia 6300	N/A
Nokia E63	1.70%	Nokia X2	N/A
Nokia N70	1.60%	Nokia N70	N/A
Nexian NXG922	0.70%	Nokia 2730c	N/A
Nexian Others	0.40%	Nokia 3120c	N/A
Nexian NXG912	0.20%
Nexian NXD801	0.20%
Ipad	0.10%
Buzzcity	%	getjar
MAUI	30.69%
Others	27.68%	Nokia E63	7.3%
Vodafone 810	3.40%	Nokia N70	3.7%
Nokia E63	2.69%	Nokia 5130	3.4%
Nokia 5130	2.48%	Nokia C3-00	3.3%
Nokia 2700c	2.33%	Nokia 7610	2.5%
Nokia N70	2.08%	Nokia 6600	2.4%
Nokia C3-00	1.97%	Nokia N73	2.2%
SonyEricsson W200	1.94%	Nokia E71	2.1%
Nokia 6300	1.87%	Nokia 6120 classic	2.0%
Nokia X2-01	1.69%	Nokia 6300	1.9%
SonyEricsson K510	1.45%	Nokia 2700	1.8%
Nokia 2330c	1.44%	Nokia X2-01	1.8%
Nokia X2-00	1.42%	Samsung GT C3300 Champ	1.5%
Nokia 7610	1.34%	Nokia 5300	1.4%
SonyEricsson K310	1.34%	Samsung GT S5570 Galaxy Mini	1.3%
Nokia N73	1.24%	Nokia 5233	1.2%
Nokia 5233	1.23%	BlackBerry 8520	1.2%
Nokia 3110c	1.20%	Nokia 3110 classic	1.2%
Nokia 2600c	1.08%	Nokia 3230 # Indonesia	1.2%
Nokia 6600	1.05%	Nokia X2-00	1.1%
Nexian NX-G922	0.99%	Nokia 5800	1.1%
Samsung GT-C3303	0.92%	LG GW300	1.0%
Nokia 2630	0.89%	Nokia 5310	1.0%
Nokia 5800	0.89%	Samsung GT E2652	1.0%
SonyEricsson K320	0.88%	Sony-Ericsson W200	1.0%
Nokia 5300	0.85%	Nokia 3120	0.8%
SonyEricsson K700	0.78%	Samsung GT S5233	0.8%
Nokia 2730c	0.77%	Samsung GT B3210	0.7%
Nokia C1-01	0.74%	Sony-Ericsson K530	0.7%
Nokia 5310	0.68%	Nokia 2330	0.7%