Search

    COMMENTARY
    TELECOM & INTERNET | Contributed Content, Singapore
    Published: 15 Nov 12
    6325 views


    Chris Reed

    Singapore leads Asia in mobile take up and M commerce

    BY CHRIS REED

    Singapore is a great place to be if you want to know the future of mobile commerce and marketing. A new survey commissioned by the Mobile Marketing Association of Singapore found some incredible stats on Singaporeans and mobiles:

    -       7.8million mobile phones in Singapore, 150% penetration

    -       90% of Singapore owns a smartphone

    -       43% chose mobile over friends

    -       39% chose mobile over pc/laptop

    -       60% multitask on mobile while watching TV

    -       84% check mobile when they wake up in the middle of the night

    Even though some of these stats are actually disturbing, they mean that brands in Singapore (whether multi national brands or SME’s) need to have a mobile marketing application campaign and business strategy. Those that do will reap the rewards.

    Qoo10, an online purveyor of all things feminine and fun, has combined impulse shopping and mobile phones. The retailer reported $15 million in mobile sales across the Asia Pac region by mid-October - a year after launching its mobile app - with Singapore as its fastest-growing market.

    Of the 700,000 mobile app downloads, Singapore accounted for 64 per cent - or more than 450,000 - of them. That’s one in ten Singaporeans or 1 in 5 females, an incredible ratio.

    On the sales front, Singapore contributed $5.5 million of the $15 million in total mobile sales - a 37 per cent slice of a pie shared with Qoo10's markets in Japan, China, Hong Kong, Indonesia and Malaysia.

    The Singapore market might do only 25,000 daily transactions on average, but it spends far above its weight. Taking into the consideration the national populations, Qoo10 Singapore holds the highest ratio of sales to country size.

    The Singaporean dedication to shopping manifests itself in the activity on marketplaces and discussions among fellow shoppers. One particular blouse, for instance, generated more than 80,000 photo reviews on its own.

    Pinterest has transformed the way that people view shopping items in Singapore and the way that people share what they view and act upon it.

    In a recent survey 70% of respondents said that they turn to Pinterest to get inspiration on what to buy, with just 17% saying they used Facebook for that. Their app is one of the most popular in Singapore.

    Singapore M commerce is expected to be worth S$3Billion by 2015. Currently half of all online shoppers are mobile shoppers, according to a Forrester survey and that is growing exponentially. Almost a million Singaporeans made a purchase through a mobile device in 2011 according to the survey and that number is growing dramatically in 2012.

    Interestingly Singaporeans spent a third more from their tablets than they do on their mobile and they spend on more luxurious items on their tablets such as technology and cars. This suggest that tablet purchases are not on the go and are more thought through.

    Where do Singaporeans use their mobile to shop? 40% say home, then 18% say the office followed by the MRT and bus.

    Singaporean smartphone users spend most on fashion (as the example of Q0010 above demonstrates) followed by airline tickets and cinema tickets, books, apps and food and drink come next. 

    Interestingly Golden Village have just announced that they will be using QR codes to not only buy cinema tickets but allow access to people into films through QR code technology enabled gates. They are rolling out a fully automated mobile controlled cinema at the new City Square GV in December. 

    This is partly an answer to manpower shortages and partly a more effective and efficient way of managing cinema goers and cutting queues as well as costs.

    I expect other leisure brands are looking at the success of this to see whether they too could replace people with QR codes. That would really put the cat amongst the foreigner preventing employer regulation pigeons! No need to employ anyone if everything is controlled by mobile and QR codes! 

    Golden Village are even introducing ipads for remaining staff to control lighting and air conditioning in what is the first use of such QR technology in Asia by a cinema.

    QR codes are recognized everywhere  in Singapore. Virtually half of Singaporeans are aware of them (you would have to be blind to miss them on most retail outlets and most posters and print ads) and half of those have used QR codes for at least 8 transactions usually on books, fashion and computer hardware items.   

    PayPal’s QR code advertising campaign with SMRT which ran from February to April 2012 drove a 5% customer conversion rate, three times higher than a direct email response rate. 

    Showbiz Asia saw huge mobile sales success by offering one for one tickets for Wicked to Singaporean commuters via the same PayPal SMRT QR code campaign which resulted in a five times increase in mobile ticket sales through PayPal as compared to sales for the same period pre campaign.

    In a different general survey by Google and Sterling Research in 2012 67% of mobile users are more likely to buy a product or use a service on a mobile optimized site. 79% of these visitors will turn to competitors if your site isn’t mobile friendly.

    Ironically 45% of the Fortune 500 companies do not have mobile optimized sites according to the IAB Survey in June this year. This is both an opportunity for their competitors and an opportunity for them to move fast before it's too late.

    Other brands in Singapore that are ahead the mobile game include DBS who in a recent global survey were found to have the 4th best banking apps in the world .

    The views expressed in this column are the author's own and do not necessarily reflect this publication's view, and this article is not edited by Singapore Business Review. The author was not remunerated for this article.

    Chris Reed

    Chris Reed

    Chris Reed has 25 years of senior marketing experience on both the client and agency side in the UK and now in Asia Pacific. He is the CEO and founder of Black Marketing.

    Contact Information



    Sign up for our newsletter

     

    Do you know more about this story? Contact us anonymously through this link.

    Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

    To get a media kit and information on advertising or sponsoring click here.

    Tags: singapore mobile and commerce marketing, chris reed, singapore M commerce

    LATEST TELECOM & INTERNET JOBS »
    PRINT ISSUE »

    Subscribe Now
    What factors are keeping expats rooted in Singapore?

    1321 views

    What factors are keeping expats rooted in Singapore?

    637 views

    Can Asian private equity outgrow the west?

    299 views

    MOST READ EXCLUSIVES

    The 10 richest Singaporeans

    The 10 richest Singaporeans

    Altogether, their total amount of wealth dropped by 20% to US$32.5 billion.

    by KRISANA GALLEZO
    13 Apr 2015 | 111920 views
     

    16 items that are a tad cheaper in Singapore than in Hong Kong

    16 items that are a tad cheaper in Singapore than in Hong Kong

    Coffee lovers need not go farther for a cheaper cup of cappuccino.

    by KRISANA GALLEZO
    20 Mar 2015 | 106752 views

    Check out P&G Singapore’s new office with outdoor working spaces

    Check out P&G Singapore’s new office with outdoor working spaces

    It occupies 6 contiguous floors within The Metropolis.

    by LEE ANNE BABIERRA
    30 Apr 2015 | 21635 views
     

    Singapore’s 8 hottest 40 and under hotel chefs

    Singapore’s 8 hottest 40 and under hotel chefs

    Check out and be inspired from their humble beginnings before rising the ranks.

    by KRISANA GALLEZO
    27 Mar 2015 | 14655 views

    This is a woman’s world: CRIB launches Singapore’s first business and lifestyle incubator for women

    This is a woman’s world: CRIB launches Singapore’s first business and lifestyle incubator for women

    Find out what the three key platforms of CRIB are.

    by KRISANA GALLEZO
    10 Mar 2015 | 8943 views
     

    The New Black hits Singapore with rarest green coffee

    The New Black hits Singapore with rarest green coffee

    It also boasts of its Impossible Collection curated by the ‘world’s rockstar roasters'.

    by KRISANA GALLEZO
    5 Mar 2015 | 5600 views

    All the single ladies: Here’s Singapore’s first female-centric dating app for you

    All the single ladies: Here’s Singapore’s first female-centric dating app for you

    Its female-friendly features help women find serious daters.

    by LEE ANNE BABIERRA
    20 Apr 2015 | 5593 views
     

    Get to know the husband-and-wife duo behind the novice 3E Accounting

    Get to know the husband-and-wife duo behind the novice 3E Accounting

    This local accounting firm expanded from 2 to 35 members in just 4 years.

    by KRISANA GALLEZO
    24 Apr 2015 | 5365 views

    Take a sneak peek at Equinix’s $300m international business exchange data centre in Singapore

    Take a sneak peek at Equinix’s $300m international business exchange data centre in Singapore

    Which took almost a decade to finish.

    by KRISANA GALLEZO
    27 Apr 2015 | 3919 views
     

    Lazada Singapore CEO Martell Hardenberg talks about his “Happy Customer” philosophy

    Lazada Singapore CEO Martell Hardenberg talks about his “Happy Customer” philosophy

    Find out what other goals the 27-year-old has for the company.

    by KRISANA GALLEZO
    27 Mar 2015 | 3694 views

    Want to be hands-on with your ideal home setting?

    Want to be hands-on with your ideal home setting?

    Commune is opening an Experience Centre for meticulous homeowners.

    by KRISANA GALLEZO
    23 Mar 2015 | 3432 views
     

    Office in the sky: How’s having a meeting in the clouds?

    Office in the sky: How’s having a meeting in the clouds?

    Check out ACL Asia Pacific’s Cumulonimbus, Altostratus and Cirrus rooms.

    by KRISANA GALLEZO
    1 Apr 2015 | 3350 views

    LawCanvas saves the day: Easy legal documents in under a minute

    LawCanvas saves the day: Easy legal documents in under a minute

    The founders revolutionized the legal industry despite having different backgrounds.

    by KRISANA GALLEZO
    2 Mar 2015 | 2910 views
     

    Take a look inside INSEAD’s $55m leadership development centre in Singapore

    Take a look inside INSEAD’s $55m leadership development centre in Singapore

    It marks the fulfillment of a vision too ambitious to achieve 15 years ago.

    by KRISANA GALLEZO
    1 Apr 2015 | 2789 views

    Check out this quaint co-working space that occupies 5 conservation shophouses

    Check out this quaint co-working space that occupies 5 conservation shophouses

    It has private offices, an events space, and even a beer garden.

    by MARIANNE ESTIOCO
    22 May 2015 | 2317 views
     

    Le Petit Paradis recently rebranded as Enoch’s European

    Le Petit Paradis recently rebranded as Enoch’s European

    It’s a full-fledged contemporary European restaurant blossomed from a motorcycle accident.

    by KRISANA GALLEZO
    22 Apr 2015 | 1526 views

    #OnTheContrary campaign reveals the ‘real struggles’ of entrepreneurs

    #OnTheContrary campaign reveals the ‘real struggles’ of entrepreneurs

    Rags to riches stories are fabulous, but here’s the real deal.

    by KRISANA GALLEZO
    27 Mar 2015 | 1329 views
     

    Find out what it’s like going into business with your in-law

    Find out what it’s like going into business with your in-law

    A young entrepreneur teamed up with his father-in-law to redefine home entertainment needs.

    by KRISANA GALLEZO
    27 Mar 2015 | 1115 views

    What is the future of the sports business in Singapore?

    What is the future of the sports business in Singapore?

    Can a new billion-dollar stadium give Singapore the edge it needs to compete for world-class sporting events?

    by STAFF REPORTER
    20 Mar 2015 | 926 views
     

    HAITE Group launches its first aviation training center in Singapore

    HAITE Group launches its first aviation training center in Singapore

    It is the first major investment by a Chinese aerospace firm.

    by KRISANA GALLEZO
    13 May 2015 | 901 views

    Fragrance Du Bois to launch a new scent this year

    Fragrance Du Bois to launch a new scent this year

    Also, check out its pop-up boutique at TANGS Orchard open until April 26.

    by KRISANA GALLEZO
    17 Apr 2015 | 898 views
     

    This bold ad film tells you what happens when maids are not given their due day off

    This bold ad film tells you what happens when maids are not given their due day off

    ‘Mums & Maids’ generated 5 million views in 5 days.

    by KRISANA GALLEZO
    7 May 2015 | 856 views

    Singapore retailers turn to technology to boost productivity

    Singapore retailers turn to technology to boost productivity

    Shopping for the first child is always challenging for the parents.

    by STAFF REPORTER
    15 May 2015 | 781 views
     

    Megafash sets the stage for local entrepreneurs to introduce indie brands

    Megafash sets the stage for local entrepreneurs to introduce indie brands

    It plans to expand in Malaysia and Indonesia.

    by KRISANA GALLEZO
    20 Apr 2015 | 631 views

    Former strategy advisor reveals aspirations with his newest mobile app startup

    Former strategy advisor reveals aspirations with his newest mobile app startup

    Rediscover and fall in love with your city all over again.

    by LEE ANNE BABIERRA
    22 May 2015 | 360 views
     
    close Don't Show Again

    STAY INFORMED! Get our free weekly newsletter