巨頭虎視眈眈，東南亞移動行銷市場潛力在哪？
Vivi Wang, Head of Sales for South East Asia
“東南亞互聯網是全球（除中國外）互聯網的一部分，
移動互聯網發展，東南亞市場成為繼中、印後的兵家逐鹿之地，海內外互聯網巨頭都對這塊肥肉虎視眈眈。
隨著移動互聯網的普及，東南亞地區正在發展為全球電商、移動支付、社交應用等最具發展前景的區域之一。當然，與之相匹配的，所有這些企業對於移動行銷的需求不斷增長。
本文，Morketing聯合Mobvista推出《移動行銷全球觀》系列訪談第三篇，通過直接對話Mobvista東南亞負責人Vivi Wang，帶大家瞭解東南亞移動行銷市場的概況。
以下對話內容：
1、請您談談東南亞市場的特點以及發展階段？
Vivi Wang：東南亞有很多國家，其中大多數是發展中國家，在各個方面都蓬勃發展。手機在人們生活中發揮重要作用，
東南亞市場中，電商和遊戲是數位行銷的兩大廣告主。實際上，工具類在每個地區都很活躍的，所以也是東南亞的活躍廣告主之一。在2016年，
iOS和Android之間的滲透率是2：8，甚至在某些市場上是1：9。但是，iOS的ROI可能是Adroid的2-3倍。作業系統的規模似乎在近期會保持不變（Vivo，Oppo，三星在東南亞市場勢頭持續強勁）。如何平衡消費、規模和回報，是一個挑戰。
如前所述，東南亞許多發展中國家，有很多用戶正在使用入門級的智慧手機，存儲量較小。這使得這裡的競爭有所不同。用戶不會同時使用兩個相似的APP，
2、現階段，您如何看待移動行銷？
Vivi Wang：截至2016年底，移動行銷收入已經比年初增長了三倍，這是基於我們可以訪問的數字。現有玩家正在全速擴張，同時我們作為服務提供者，以每月10到15次的頻次，不斷收到新的要求。
到2016年，手機用戶數量已經達到1.6億。移動行銷/廣告已經成為觸及顧客最有影響力的途徑。Mobvista一直在與客戶合作，説明其產品獲取使用者，並説明他們通過手機變現。市場已經證明了自己，有趣的是，看看品牌在推廣知名度時是否會像之前做線下行銷一樣，花同樣的錢做移動行銷。
3、Mobvista在東南亞市場，主要的客戶有哪些？當地的移動行銷主要廣告主有哪些類別？Mobvista與廣告主的合作模式主要是直客還是代理，或者其他？
Vivi Wang：目前，我們的目標客戶大多是APP，包括但不限於電子商務，工具程式，生活方式，遊戲，娛樂等。實際上，手機上所有APP都可能是我們的客戶。我們幫助他們獲取用戶，監控和優化以獲得更好的投資回報率，並提供變現計畫和執行。
另外，在2016年，最大的客戶群體是電商，舉幾個例子，Lazada，Shopee和Tokopedia。許多因素促成了這一點，一是，中國成功的電子商務生態系統；二是，資本投資電子商務；第三，用戶接受線上購物。大多數客戶正在與Mobvista直接在東南亞合作。
一個有趣的事實是，廣告主之間的競爭越來越激烈。只有在2016年才出現破產的情況。一年之後，在移動行銷領域，有一些廣告主的投入可能是其競爭對手的兩倍或三倍。
4、Mobvista在當地，展開移動廣告服務的業務模式（比如計費模式cpm/cpc……）是怎樣的？業務量以及規模如何？
Vivi Wang：市場趨勢是，2015年的CPM / CPC，在2016年發展為CPI，2017年則是CPA，例如“首次購買成本”，“每次註冊成本”，“首次搭乘成本”。廣告主會為吸引用戶參與而付款，並且預算只放在有價值的流量上。
它需要像Mobvista這樣的服務提供者才能在價值鏈中向前推進，並能夠應用受眾群體分析和定位。
目前，CPI是主要模式。CPM、CPC和CPA也是可行的。廣告主更喜歡用CPI，因為這是UA（user acquisition用戶獲取）活動中以結果導向的模型。
5、東南亞市場的媒體資源現狀如何？哪些類型更受歡迎？
Vivi Wang：現在市場上有很多平臺，廣告網路、視頻流量網路、會員，當然，還有Facebook和Google。基於我們觀察到的，Facebook是最受歡迎的。同時，客戶也傾向于與廣告網路一起工作。從2016年開始，視頻流量成為該領域最新的趨勢。
6、評估下東南亞當地移動行銷發展的成熟度？談談對於該市場的未來期待？
Vivi Wang：移動行銷的同比增長率將達到2位數甚至3位數，有很大的潛力。我們可以期待更加廣泛、更精確的定位，對虛假流量的深入瞭解，傳統的廣告主如銀行、快速消費品、汽車在東南亞市場做移動行銷。
雖然與美國和中國這樣的市場相比，東南亞的收入規模還有很長的路要走。只要我們抓住機會，有很多公司/業務可以受益於移動行銷的高增長率。這裡的業務並不專業，也就是說，在某些方面，可以開發出專業化、專門的服務。
7、從您的視角，能否總結一個您認為全球移動行銷最明顯的趨勢？
Vivi Wang：該地區的客戶聚焦在使用者數量和優質用戶數量。流量的性質尚未得到充分討論。 有一個明顯趨勢，是流量來源和歸因演算法，瞭解安裝如何完成的，以及如何歸因於某些管道。
8、對於中國出海企業來說，不同類型的產品在當地的市場空間有多大？可分為互聯網和傳統客戶來說。
Vivi Wang：多年來，互聯網或移動業務一直在中國很流行，這對於中國人來說已經不是新聞了。互聯網或者移動互聯網，對傳統品牌和優秀的產品都會有影響，在一定程度上提升了兩者的市場規模。例如，許多傳統品牌將行銷預算從傳統行銷管道分配到數位行銷。
【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.
Mobvista一直在與客戶合作，説明其產品獲取使用者，並説明他們通過手機變現。市場已經證明了自己，有趣的是，看看品牌在推廣知名度時是否會像之前做線下行銷一樣，花同樣的錢做移動行銷。3、Mobvista在東南亞市場，主要的客戶有哪些？當地的移動行銷主要廣告主有哪些類別？Mobvista與廣告主的合作模式主要是直客還是代理，或者其他？
Vivi Wang：目前，我們的目標客戶大多是APP，包括但不限於電子商務，工具程式，生活方式，遊戲，娛樂等。實際上，手機上所有APP都可能是我們的客戶。我們幫助他們獲取用戶，監控和優化以獲得更好的投資回報率，並提供變現計畫和執行。
另外，在2016年，最大的客戶群體是電商，舉幾個例子，Lazada，Shopee和Tokopedia。許多因素促成了這一點，一是，中國成功的電子商務生態系統；二是，資本投資電子商務；第三，用戶接受線上購物。大多數客戶正在與Mobvista直接在東南亞合作。
一個有趣的事實是，廣告主之間的競爭越來越激烈。只有在2016年才出現破產的情況。一年之後，在移動行銷領域，有一些廣告主的投入可能是其競爭對手的兩倍或三倍。
4、Mobvista在當地，展開移動廣告服務的業務模式（比如計費模式cpm/cpc……）是怎樣的？業務量以及規模如何？
Vivi Wang：市場趨勢是，2015年的CPM / CPC，在2016年發展為CPI，2017年則是CPA，例如“首次購買成本”，“每次註冊成本”，“首次搭乘成本”。廣告主會為吸引用戶參與而付款，並且預算只放在有價值的流量上。
它需要像Mobvista這樣的服務提供者才能在價值鏈中向前推進，並能夠應用受眾群體分析和定位。
目前，CPI是主要模式。CPM、CPC和CPA也是可行的。廣告主更喜歡用CPI，因為這是UA（user acquisition用戶獲取）活動中以結果導向的模型。
5、東南亞市場的媒體資源現狀如何？哪些類型更受歡迎？
Vivi Wang：現在市場上有很多平臺，廣告網路、視頻流量網路、會員，當然，還有Facebook和Google。基於我們觀察到的，Facebook是最受歡迎的。同時，客戶也傾向于與廣告網路一起工作。從2016年開始，視頻流量成為該領域最新的趨勢。
6、評估下東南亞當地移動行銷發展的成熟度？談談對於該市場的未來期待？
Vivi Wang：移動行銷的同比增長率將達到2位數甚至3位數，有很大的潛力。我們可以期待更加廣泛、更精確的定位，對虛假流量的深入瞭解，傳統的廣告主如銀行、快速消費品、汽車在東南亞市場做移動行銷。
雖然與美國和中國這樣的市場相比，東南亞的收入規模還有很長的路要走。只要我們抓住機會，有很多公司/業務可以受益於移動行銷的高增長率。這裡的業務並不專業，也就是說，在某些方面，可以開發出專業化、專門的服務。
7、從您的視角，能否總結一個您認為全球移動行銷最明顯的趨勢？
Vivi Wang：該地區的客戶聚焦在使用者數量和優質用戶數量。流量的性質尚未得到充分討論。 有一個明顯趨勢，是流量來源和歸因演算法，瞭解安裝如何完成的，以及如何歸因於某些管道。
8、對於中國出海企業來說，不同類型的產品在當地的市場空間有多大？可分為互聯網和傳統客戶來說。
Vivi Wang：多年來，互聯網或移動業務一直在中國很流行，這對於中國人來說已經不是新聞了。互聯網或者移動互聯網，對傳統品牌和優秀的產品都會有影響，在一定程度上提升了兩者的市場規模。例如，許多傳統品牌將行銷預算從傳統行銷管道分配到數位行銷。
【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.