Morketing_全球营销商业媒体平台

Morketing · 2017-05-15 10:55

【摘要】巨头虎视眈眈，东南亚移动营销市场潜力在哪？

Vivi Wang, Head of Sales for South East Asia

文 | ivy

“东南亚互联网是全球（除中国外）互联网的一部分，为什么这么说？中国互联网是个闭环，因为很多原因，谷歌、Facebook这样的欧美公司没法在中国经营，本地公司抓住机会，除了腾讯、百度这样的企业（阿里除外，当年干掉了ebay的易趣）。但是东南亚不一样，东南亚和全球互联网是互联互通的”，来自知乎的作者周振浩如此描述东南亚互联网市场。

移动互联网发展，东南亚市场成为继中、印后的兵家逐鹿之地，海内外互联网巨头都对这块肥肉虎视眈眈。一方面，东南亚地区未曾出现本土的互联网巨头；另一方面，国际巨头之间的对东南亚市场竞争激烈。而随着这些巨头对当地进一步的深入，东南亚移动市场将加速完善，更适宜众多出海企业的扎根生长。

随着移动互联网的普及，东南亚地区正在发展为全球电商、移动支付、社交应用等最具发展前景的区域之一。当然，与之相匹配的，所有这些企业对于移动营销的需求不断增长。作为服务出海企业的Mobvista，也正是看好时机，在东南亚市场进行了布局。

本文，Morketing联合Mobvista推出《移动营销全球观》系列访谈第三篇，通过直接对话Mobvista东南亚负责人Vivi Wang，带大家了解东南亚移动营销市场的概况。

以下对话内容：

1、请您谈谈东南亚市场的特点以及发展阶段？

Vivi Wang：东南亚有很多国家，其中大多数是发展中国家，在各个方面都蓬勃发展。手机在人们生活中发挥重要作用，因此带来巨大机会。对于所有的移动服务来说，东南亚用户都是新的，包括交通预定、酒店预订，网上购物，电子钱包等。在各个领域，参与者都在投资和教育市场。在这个特殊的阶段，需要制订游戏规则，并积累用户的个人资料。

东南亚市场中，电商和游戏是数字营销的两大广告主。实际上，工具类在每个地区都很活跃的，所以也是东南亚的活跃广告主之一。在2016年，如直播和运输等更多的广告主开始将预算用于数字营销。

iOS和Android之间的渗透率是2：8，甚至在某些市场上是1：9。但是，iOS的ROI可能是Adroid的2-3倍。操作系统的规模似乎在近期会保持不变（Vivo，Oppo，三星在东南亚市场势头持续强劲）。如何平衡消费、规模和回报，是一个挑战。

如前所述，东南亚许多发展中国家，有很多用户正在使用入门级的智能手机，存储量较小。这使得这里的竞争有所不同。用户不会同时使用两个相似的APP，他们必须卸载一个才能安装一个新的。作为广告主，您需要始终保持产品热销。

2、现阶段，您如何看待移动营销？

Vivi Wang：截至2016年底，移动营销收入已经比年初增长了三倍，这是基于我们可以访问的数字。现有玩家正在全速扩张，同时我们作为服务提供商，以每月10到15次的频次，不断收到新的要求。

到2016年，手机用户数量已经达到1.6亿。移动营销/广告已经成为触及顾客最有影响力的途径。Mobvista一直在与客户合作，帮助其产品获取用户，并帮助他们通过手机变现。市场已经证明了自己，有趣的是，看看品牌在推广知名度时是否会像之前做线下营销一样，花同样的钱做移动营销。

3、Mobvista在东南亚市场，主要的客户有哪些？当地的移动营销主要广告主有哪些类别？Mobvista与广告主的合作模式主要是直客还是代理，或者其他？

Vivi Wang：目前，我们的目标客户大多是APP，包括但不限于电子商务，工具程序，生活方式，游戏，娱乐等。实际上，手机上所有APP都可能是我们的客户。我们帮助他们获取用户，监控和优化以获得更好的投资回报率，并提供变现计划和执行。

另外，在2016年，最大的客户群体是电商，举几个例子，Lazada，Shopee和Tokopedia。许多因素促成了这一点，一是，中国成功的电子商务生态系统；二是，资本投资电子商务；第三，用户接受在线购物。大多数客户正在与Mobvista直接在东南亚合作。

一个有趣的事实是，广告主之间的竞争越来越激烈。只有在2016年才出现破产的情况。一年之后，在移动营销领域，有一些广告主的投入可能是其竞争对手的两倍或三倍。

4、Mobvista在当地，展开移动广告服务的业务模式（比如计费模式cpm/cpc……）是怎样的？业务量以及规模如何？

Vivi Wang：市场趋势是，2015年的CPM / CPC，在2016年发展为CPI，2017年则是CPA，例如“首次购买成本”，“每次注册成本”，“首次搭乘成本”。广告主会为吸引用户参与而付款，并且预算只放在有价值的流量上。

它需要像Mobvista这样的服务提供商才能在价值链中向前推进，并能够应用受众群体分析和定位。

目前，CPI是主要模式。CPM、CPC和CPA也是可行的。广告主更喜欢用CPI，因为这是UA（user acquisition用户获取）活动中以结果导向的模型。

5、东南亚市场的媒体资源现状如何？哪些类型更受欢迎？

Vivi Wang：现在市场上有很多平台，广告网络、视频流量网络、会员，当然，还有Facebook和Google。基于我们观察到的，Facebook是最受欢迎的。同时，客户也倾向于与广告网络一起工作。从2016年开始，视频流量成为该领域最新的趋势。

6、评估下东南亚当地移动营销发展的成熟度？谈谈对于该市场的未来期待？

Vivi Wang：移动营销的同比增长率将达到2位数甚至3位数，有很大的潜力。我们可以期待更加广泛、更精确的定位，对虚假流量的深入了解，传统的广告主如银行、快速消费品、汽车在东南亚市场做移动营销。

虽然与美国和中国这样的市场相比，东南亚的收入规模还有很长的路要走。只要我们抓住机会，有很多公司/业务可以受益于移动营销的高增长率。这里的业务并不专业，也就是说，在某些方面，可以开发出专业化、专门的服务。

7、从您的视角，能否总结一个您认为全球移动营销最明显的趋势？

Vivi Wang：该地区的客户聚焦在用户数量和优质用户数量。流量的性质尚未得到充分讨论。有一个明显趋势，是流量来源和归因算法，了解安装如何完成的，以及如何归因于某些渠道。

8、对于中国出海企业来说，不同类型的产品在当地的市场空间有多大？可分为互联网和传统客户来说。

Vivi Wang：多年来，互联网或移动业务一直在中国很流行，这对于中国人来说已经不是新闻了。互联网或者移动互联网，对传统品牌和优秀的产品都会有影响，在一定程度上提升了两者的市场规模。例如，许多传统品牌将营销预算从传统营销渠道分配到数字营销。

【英文版】

1、What do you think about the particularity of this regional market?

South-east Asia is a region combined with countries, most of them are developing countries, thriving in every aspect. It becomes a huge opportunity for mobile to step into people's life and make a difference. Users in SEA are new to all kinds of mobile service, such as transportation booking, hotel booking, online shopping, E-wallet, etc. In every area, players are investing and educating market. It's at this particular stage to claim game rules and raise a profile to the users.

E-commerce and Gaming are the biggest spenders of digital marketing in SEA. Utility is actually active across every region, so also one of the active advertiser in SEA. In last year, 2016, there’re more advertisers started to put their budget on digital marketing, such as live streaming and transportation.

The penetration between iOS and Android is 2:8, even 1:9 in some market. But the ROI on iOS could be 2-3 times better than Adroid. The scale of OS seems to remain the same in recent future (Vivo, Oppo, Samsung are doing strong in SEA continually). It’s a challenge to balance spending, scale, and return.

As mentioned, many developing countries in SEA, there’re plenty of users are using mid-entry level of smart phone, which has small storage. This makes the competition here different. User won’t use two similar APPs at the same time. They have to uninstall one in order to install a new one. So as advertiser, you want to keep your product hot and wanted always.

2、Talk about the market scales of Internet mobile marketing in this region and the development potential of future?

The mobile marketing revenue has already triple itself in end of 2016 comparing to the beginning of the year, only base on the number we can access to. Existing players are scaling up at full speed and at the same time we as service provider, kept receiving new requests, 10-15 every month.

The number of mobile phone user has already reached 160 million by 2016. Mobile marketing/advertisement has become the most influential way and window to reach customers. Mobvista has been working with clients to acquire users for their products and also help them to monetize on mobile. The market has proven itself and it's interesting to see if the Brand awareness marketing is going to invest mobile marketing just as big as offline marketing.

3、What Mobvista’s targeting clients in this market? Who are your main advertisers and Why? Does Mobvista cooperate with them directly or via agencies?

Currently, our targeting clients are mostly APPs, include but not limit to e-commerce, utility, life style, games, entertainment, etc. Actually, all APPs available on our mobile could be our client. We help them to acquire users, monitor and optimize to better ROI, and provide monetization plan and execution. The biggest group of clients in 2016, is e-commerce. To name a few, Lazada, Shopee, and Tokopedia.Many factors contributed to this, firstly, the successful e-commerce ecosystem in China; secondly, capital investment in e-commerce; third, users acceptance for on-line shopping. Most of the clients are working with Mobvista directly in SEA at the moment.

One interesting fact is that, competition between advertisers are getting fierce. There’re cases of bankruptcy only in 2016. And some is able to scale double or triple against it’s competitor on mobile marketing after one year.

4、What Mobvista’s business model (paid by CPM/CPC/CPA etc) in this local market?

The market trend is CPM/CPC in 2015, moving to CPI in 2016, CPA in 2017, for example “cost per first purchse”, “cost per registraton”, “cost per first ride” . The advertiser are moving the payout closer and closer to user engagement, and they’re placing budget only on valued traffic.

It requires service providers like Mobvista to be able to move forward in the value chain and be able to apply audience profiling and targeting.

CPI is still the main model at the moment. CPM/CPC/CPA are also available. Advertisers are more keen to user CPI which is a balance of scale and quality.

5、How about the media resources in the local market? Which kind is the most popular?

There're plenty of platforms in the market now, ad-network, video traffic network, affiliate, and of course Facebook and Google. Base on what we've observed, Facebook is the most popular one. And at the same time, clients tend to work with ad-networks as well. Starting from 2016, video traffic became the newest trend in the field.

6、How will you estimate the development degree of the mobile marketing in this local market? What are the differences compared to other regions? Where’s the potential and how will you expect from this market?

The year-on-year growth rate of mobile marketing will be at 2 digits or even 3 digits. There's a lot of potential. We can expect precise targeting more wildly available, in-depth understanding of fraudulent traffic, traditional advertiser such as Banks, FMCG, Automobile stepping into mobile marketing in SEA. Though comparing to markets like US and China, the scale of revenue in SEA still has a long way to go. There're many companies/business can benefit by the high growth rate of mobile marketing. The business here hasn’t been specialized as it could be, which means in some areas, there’re professional and specialized service can be developed.

7、From your perspective, could you please tell one of the most obvious trends？

Clients in the region was focusing on getting number of users and quality users. The nature of traffic hasn't been discussed enough. There's an obvious trend of diving into traffic sources and attribution algorithm. Understand how an install being generate and how it gets to be attributed to certain channel.

8、For Chinese going-out companies, how's the market capacity for different kinds of products from Internet companies and traditional brands?

Internet or Mobile business has been a fashion in China for years, which is not a news to everyone in China. There's impact on traditional brands but also excellent products to leverage on. To some extent, it widens the market capacity for both. For example, many traditional brands are allocating their marketing budget from traditional marketing channels to digital marketing.