Singapore
Key Mobile Trends
The Singapore mobile youth market has been one of the most advanced markets in the South East Asian region for the last two decades. Youth in Singapore lead neighboring markets of Malaysia, Indonesia and Philippines in terms of technology adoption. Smartphone penetration and mobile internet usage are among the highest in the region. However, operators in Singapore suffer from market saturation and declining revenues similar to other South East Asian markets. The prior dominance of Nokia and Sony Ericsson is rapidly being replaced by BlackBerry and iPhone. Operators and handset brands need to address the underlying fundamental drivers of youth preference in Singapore to win the youth market.
flickr: WhyOhGee
Implications
Despite a high ARPU, Singapore youth market is saturated and the churn rates are increasing. Operators in Singapore need to focus on reducing youth churn to win the youth market. As one the most advanced markets in the region, Singapore youth lead the way for several other South East Asian markets. Mobile brands need to understand what influences youth in Singapore in order to influence rest of the markets in the region. For more details, contact mobileYouth 2012 Report.
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