Talk notes: Echelon 2013 Keynote by trendwatching.com’s Tara Hirebet

Asian Consumer Trends: Digital Cramming – the urge to do more in every mobile minuteTara Hirebet – Head of Asia Pacific, trendwatching.com

  • Trendwatching.com: a consumer trend watching firm that makes monthly reports
  • Trends = a manifestation of something that unlocked or newly serviced an existing consumer need, desire, want or value
  • Why is Digital cramming happening?
    • Asia cities are “maximum cities”, packed to their limits.
    • We need ways to find ways to fill in our downtime, waiting time.
    • That’s where “social media kill time” comes in. We become digital multitaskers.
  • Mobile moments – everything needs to be byte sized
    • Plugged into mobiles 24/7, Asian consumers will embrace digital quicker and hyper tasking apps that allow them to save time and squeeze more into the moment.
      • QRs – ex. InnoPub Media in the Philippines, Gangnam-gu in Seoul
      • ARs – ex. Yihaodian in China (1,000 AR stores across China)
      • Wifi in soundbytes – ex. CJ Entertainment in Korea (posters push 1min of free wifi to watch movie trailers)
      • In-app multitasking – ex. Live Sports Broadcast (Korean sports streaming + home delivery food service)
      • In-app hypersocial hypertasking – ex. Tencent Wechat (400M users), Line (160M users), Kakao (89M users), Zalo from Vietnam (2M users), Nimbuzz in Indian-Dutch
    • Why do we have these feature crammed messaging in Asia?
      • Asia: More for less = value
      • Europe: Less is more = value. For example, Kik from Canada made “cards” instead of in-app apps.
    • Strange(ly) prefect: Asian consumers are seeking out serendipity in apps.
      • Asia is used to lack of privacy and personal space. In the West, privacy and personal space is paramount.
      • Western is going private: see Google+, Path, and everyme
      • In Asia:
        • Tencent registers 100 million “shakes” per day as users connect at random.
        • Momo from China
        • Blued is China’s first gay social connection app. Find your “taste twins”
        • Zipbob from Korea allows strangers share conversations over meals
        • Kopa from India is a ride-sharing app that lets like-minded users travel to events together
        • Phewtick from Japan rewards users for meeting new people
  • Culture cramming – Asians will snap up devices, apps, interactive sites and games that allow them to celebrate their cultural activities, cuisine, festivals, and faith online. How do you take offline culture and take it online?
    • Cultural activities
      • Changba from China allows users to sing with karaoke app, hooked with Tencent
      • Duets from Philippines is duet-based karaoke app
      • KittiParty from India is a digital portal facilitates traditional, get togethers. (Kitti is the pot to pool money.)
      • Garata from Indonesia is a social gaming app with “Wayang Robot Battle” species
    • Cuisine
      • Burpple from Singapore is one of the best known food apps
      • Wongnai from Thailand is a community restaurant review app
    • Festivals
      • Oppa Cai Shen Dao from China is a Psy-themed animated flash game for Chinese New Years
      • Chevrolet India allows users to throw virtual dyes at each other
    • Faith
      • Urban Qurban in Indonesia helps users celebrate Muslim festival and donate to the poor. It will sacrifice the animal that you pick (it live streams it to you!) and distributes it to the poor.
      • Lac Hong Vien Cemetary is a Vietnamese cemetery that outsources mourning services. They’ll send videos and pictures of the ceremonies.
  • R(e)tail – Asia’s megamalls are online, offering aggeration, curation and access without geographical limits.
    • Taobao is not just China, but Asia’s biggest online marketplace. 160B, opposed to 67B USD in sales for eBay. Taobao has its own App store.
    • Flipkart from India has started digital music and books. It’s become the Amazon killer, with cash on delivery.
    • Rakuten from Japan is going global.
    • Harilo is a middleman brings American purchase in Nepalese shoppers.
  • Social market places – purchase within the app. Asia has always been about social shopping experience.
    • Ebay has tied up with Style Xiu, to allow Chinese users to chat while shopping
    • Clozette Daily is an Indonesian female daily showcases user wardrobes and style secrets
    • Meilishuo is a social inboard enables Chinese fashionistas to chat, share and shop. It’s hooked up with Wechat, offering products through chat. Social is first, and buying is a “by the way”.