What marketers can learn from Southeast Asian mobile commerce – Mobile Commerce Daily – Columns
By David Eads
I just returned from two weeks discussing strategy with mobile commerce executives across Southeast Asia. Despite having spent considerable time in North America, Latin America and Europe, this was my first trip to the region. I found the similarities and differences intriguing.
In North America and Europe, executives I meet often mentally write-off Asia as so foreign and different that their experiences are not relevant. Perhaps this is true for South Korea and Japan, which have very specialized market.
However, in Southeast Asia, there continue to be far more similarities than differences.
For example, everyone is struggling with mobile adoption growth.
Mobile is happening – and it is happening fast – but it is still around 2 percent to 4 percent of online.
Everyone wants it to grow faster, while struggling to support what they have. Many companies simply turn mobile on and customers show up with little or no promotion.
Similarly, travel and financial services lead the way.