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Social Media and the Power of Asian Consumers
The document summarizes key findings from IBM's 2014 Global Telecommunications Consumer Survey of 22,000 consumers in 35 countries. Some of the main findings include: - Social networking is the #2 communication channel in emerging markets and the preferred channel for those under 25. Its use to communicate with others is high in ASEAN countries. - Over a third of respondents have reduced or plan to reduce traditional SMS/voice usage by using alternative messaging/voice apps. This puts pressure on traditional telecom providers. - The mobile phone is the most valuable device for internet access. Younger consumers especially rely on social media for information on telecom providers' products and services. - Negative word-of-mouth can strongly impact
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Social Media and the Power of Asian Consumers
- 1. © 2014 IBMCorporation IBM Institute for Business Value Social Media and the Power of Asian Consumers Rob van den Dam Global Communications Industry Leader IBM Institute for Business Value
- 2. © 2014 IBMCorporation IBM Institute for Business Value IBM 2014 Global Telecommunications Consumer Survey 22,000 consumers took part in the survey in 35 countries, including: China (1265) India (1038) Indonesia (735) Japan (964) Malaysia (506) Philippines (877) Thailand (616) 2 2014 IBM Telecom Consumer Survey China (1265) Australia (652) Canada (594) Belgium (323) Brazil (671) Denmark (319) Egypt (343) India (1038) Finland (309) Greece (738) France (1343) Germany (831) Indonesia (735) Ireland (351) Mexico (658) Italy (560) Malaysia (506) Japan (964) Kenya (322) Netherlands (548) New Zealand (464) Russia (1003) Nigeria (550) Poland (328) Norway (303) Philippines (877) Saudi Arabia (306) South Africa (649) UAE (320) Spain (809) Turkey (533) Sweden (354) Thailand (616) UK (657) US (1083)
- 3. © 2014 IBMCorporation IBM Institute for Business Value 3 60%59% 39%37% 23%22%21%19%18%17% 13%11%10%10%8%7%5%5%4%4%2% -1%-2%-3%-6%-7%-9%-10% -14%-16%-16%-18%-18% -39% 18% Greece Spain Netherlands Italy Ireland Belgium Poland Finland France Germany JAPAN UAE Norway UK Canada US Sweden MALAYSIA PHILIPPINES Denmark Australia NewZealand THAILAND SaudiArabia SouthAfrica Brazil Rusia INDONESIA Egypt Mexico Turkey CHINA INDIA Kenya Nigeria Net Decrease/Increase Consumer spending MOBILE phone usage (voice calls, SMS, etc.) (2014 – 2016) Overall, consumers in Asian countries expect to increase spending on mobile phone usage Question: Compared to previous years, are you likely to spend less, the same or more on mobile phone usage (voice calls, SMS, MMS) in the next 2-3 years?
- 4. © 2014 IBMCorporation IBM Institute for Business Value 4 53% 50% 40% 36% 28% 22%22%20%20%19% 13%13%13%12%12%10%8% 6%5%5%5%3%2%0% -2%-4%-4%-5% -8%-8%-10% -15%-15%-16% -37% This is also true for increasing spending on mobile broadband usage, i.e. accessing the Internet using a mobile broadband subscription Greece Ireland Italy Netherlands Belgium Spain Poland PHILIPPINES JAPAN UAE France Germany UK US Sweden Finland Canada MALAYSIA Norway Australia Mexico Russia Denmark NewZealand SaudiArabia Brazil SouthAfrica Egypt Turkey INDONESIA THAILAND INDIA CHINA Nigeria Kenya Net Decrease/Increase Consumer spending MOBILE BROADBAND usage (Internet from Mobile) (2014 – 2016) Question: Compared to previous years, are you likely to spend less, the same or more on mobile phone usage (voice calls, SMS, MMS) in the next 2-3 years?
- 5. © 2014 IBMCorporation IBM Institute for Business Value 5 24% 19% 57% 25% 18% 57% 25% 17% 57% 32% 19% 49% 49% 17% 34% 57% 18% 25% 74% 12% 14% 80% 11% 9%MOBILE PHONE LAPTOP / NETBOOK Desktop PC TABLET Internet-enabled TV GAME CONSOLE with Internet connection eReader OTHER (e.g. Internet- enabled Blu ray player) Very Valuable Moderately valuable Little valuable / Not applicable How valuable is each of the following devices for you to access the Internet? For accessing the Internet, the mobile phone has become the most valuable device 95% 91% 87% 86% 86% 86% Mobile Phone Very Valuable Question: How VALUABLE are the following devices for you to access the Internet?
- 6. © 2014 IBMCorporation IBM Institute for Business Value People increasingly access the Internet to use social media, in particular to communicate with others 6 100 Mio Users (Int) 300 Mio Users (China) 50 Mio concurrent Users 1.2 Billion Users 255 Million Users 280 Million Users 230 Mio Active Buyers 194 Million Users 450 Million users 250 Million Users 540 Mio active users 430 Million Users 300 Mio Users Int) 50 Mio Users (Japan)
- 7. © 2014 IBMCorporation IBM Institute for Business Value Social Networking is the number 2 communication channel in emerging markets; it’s even the preferred channel for under 25s 7 Question: How often do you use the following communications services? Daily usage communication channels in emerging markets in emerging markets use Social Networks daily to communicate with others 74% 28% 25% 45% 26% 25% 36% 37% 50% 61% 65% 66% 74% 82% 30% 55% 58% 71% 66% 79% 76%EMAIL SOCIAL NETWORKING MOBILE MESSAGING INSTANT MESSAGING / Chat MOBILE VOICE calls INTERNET VIDEO streaming/download FIXED VOICE calls MICRO-BLOGGING VOIP (VOice over Internet) VIDEO CALLING All AGES AGE < 25 1 1
- 8. © 2014 IBMCorporation IBM Institute for Business Value In particular in the ASEAN countries, use of Social Networks to communicate with others is high 8 55% 71% 76% 77% 79%EMAIL SOCIAL NETWORKING MOBILE MESSAGING INSTANT MESSAGING / Chat INTERNET VIDEO 60% 60% 76% 78% 83%MOBILE MESSAGING SOCIAL NETWORKING EMAIL INSTANT MESSAGING / Chat INTERNET VIDEO streaming 60% 61% 76% 78% 82%SOCIAL NETWORKING MOBILE VOICE calls EMAIL INSTANT MESSAGING / Chat INTERNET VIDEO 44% 71% 73% 79% 81%MOBILE MESSAGING EMAIL SOCIAL NETWORKING INSTANT MESSAGING / Chat MICRO-BLOGGING 1 Instant Messaging 84% (WeChat, etc) 4 Micro-blogging 70% (Sina Weibo, etc) Daily usage communication channels Question: How often do you use the following communications services?
- 9. © 2014 IBMCorporation IBM Institute for Business Value 9 3 9 %3 8 % 3 4 %3 2 % 2 8 %2 7% 2 2 % 0% 10% 20% 30% 40% Indonesia India Philippines Malaysia Thailand Japan China 3 9 %3 8 %3 6 % 3 0 % 2 5%2 5% 19 % 0% 10% 20% 30% 40% Philippines Indonesia Malaysia India Thailand Japan China 12% 57% 31% Reduce(d)Increase(d) No Change 15% 52% 34% Reduce(d)Increase(d) No Change Reduction SMS usage Reduction traditional voice calling of respondents said they have reduced – or will reduce – SMS usage by increasingly using alternative messaging channels 34% of respondents said they have reduced – or will reduce – traditional voice calling by increasingly using alternative voice channels 31% GloballyGlobally One third of respondents said they decreased – or will decrease - spending on traditional communication > growth Telcos under pressure To what extent have you reduced – or will you reduced SMS usage and traditional voice calling by increasingly using alternative channels? Global Global
- 10. © 2014 IBMCorporation IBM Institute for Business Value At the other hand, global OTT and Internet category players thrive 10 2004 data as of 9/17/2004. 2013 Market value as of 12/19/2013. 2012 Revenue is TTM. List excludes Alibaba ($75B), whose private market value would put it in the Top 10. List also excludes Skype (bought by MSFT in 2011 for $8.5B), YouTube (reported as part of Google) and Paypal (reported as part of eBay) 2012/13 2004 OTT and Internet category players The market value of the Top 15 equals that of the Top 100 publicly- traded CSPs The top 5 have more than $115B of cash on their balance sheets
- 11. © 2014 IBMCorporation IBM Institute for Business Value 11 in emerging markets access Social Media to evaluate telecom providers and their products /services 69% 9% 20% 25% 28% 34% 48% 60% 69% 72% 23% 19% 13% 31% 56% 33% 69% Internet SEARCH SOCIAL MEDIA RECOMMENDATIONS friends/family Telco WEB sites Telco EMAILS & promotional offers Traditional ADVERTISING Retail STORES Shopping PORTALS/auctions Emerging Markets Mature Markets Sources of information on telecom providers and their products/services The web, social media and word-of-mouth now dominate the traditional channels for information relating to Telcos and their products/services Question: What are your preferred sources of information when you are evaluating telecom providers and their products/services?
- 12. © 2014 IBMCorporation IBM Institute for Business Value Social Media as a source of information is in particular popular in the under 25 age group Sources of information for under 25s Question: What are your preferred sources of information when you are evaluating telecom providers and their products/services?12
- 13. © 2014 IBMCorporation IBM Institute for Business Value Word-of-mouth is important as it has become a key factor in condidering a provider for products and services 13 15% 21% 22% 22% 43% 46% 51% 52%BEFORE BUYING when the provider provides information When contacting my provider for RESOLVING AN ISSUE BEFORE CONSIDERING the telecom provider (REPUTATION) On first purchase or BEGINNING OF SERVICE When my provider PROACTIVELY ask for my experience When I CONSIDER SWITCHING to a competitor On receiving FIRST INVOICE Close to the END OF SUBSCRIPTION period 3 67% 53% 60% 57% 57% 51% 1 1 2 2 2 3 3 28% Key moments of interaction that matter Question: What are the key moments in interacting with your telecom provider that matters to your? Global Reputation
- 14. © 2014 IBMCorporation IBM Institute for Business Value Negative word-of-mouth can have a strong negative impact on a telco’s reputation and, consequently, its business performance 14 10% 49% 42% 13% 62% 25% 20% 46% 35% 21% 46% 32% 25% 57% 18% 26% 59% 15% 29% 50% 21% 38% 55% 8% 40% 50% 9% 41% 49% 9%START considering COMPETITIVE services from other providers Would TELL OTHERS about the bad experience Would COMPLAIN to my telecom provider Would DISCOURAGE OTHERS to use this provider Would use the services of my provider LESS FREQUENTLY Would STOP making PURCHASING from my provider Would post a NEGATIVE REVIEW or comment ONLINE Would COMPLAIN on SOCIAL MEDIA Would NEVER USE my telecom provider again NO CHANGE in behavior Always/Often Regularly/Possibly/Sometimes Never Customer responses in case of negative experiences Question: What would you do in case of a NEGATIVE experience with your telecom provider? Global
- 15. © 2014 IBMCorporation IBM Institute for Business Value 15 58% 53% 34% 35% 56% 55% 37% 28% 55% 39% 39% 31% 54% 50% 34% 25% 40% 45% 34% 38% 0% 10% 20% 30% 40% 50% 60% 70% Have to wait too long in queue to speak to Call Centre Too much hassle to get through to the Call Centre Don't believe it make any difference My Provider is unable to resolve my problems Philippines Indonesia Malaysia Thailand China Always/often complaining to provider 32% 22% 23% 9% 24% Reasons of not complaining in case of negative experience Question: If you not complain to your provider in case of a negative experience, what is the reason? Telcos are not always aware that consumers have bad experiences: less than half of consumers always/often contact them in those cases
- 16. © 2014 IBMCorporation IBM Institute for Business Value Telcos should become more proactive in understanding services issues by trolling social networks to understand sources of dissatisfaction 16 O2's Twitter team demonstrate their social media moves on angry tweeters London, July2012 O2 UK experienced widespread network problems affecting hundreds of thousands of its customers in July 2012, user anger was boiling over, with many customers expressing their dissatisfaction on Twitter. O2, however, turned the tides, by using Twitter to deliver fast, professional customer response and was able to maintain their brand image by adding humor and personality to their tweets Having the official verified Twitter profile @Airtel_Presence, Airtel scan for every tweet containing the word “airtel” in it and giving appropriate replies to customers and solving their issues. Airtel uses social network analysis to determine customers’ facing problems. Any mention on social media (Facebook, Orkut, Twitter, etc.) is captured and they get in touch with the customer to get issues resolved.
- 17. © 2014 IBMCorporation IBM Institute for Business Value Word-of-mouth can also help a telco increase brand strength in case of a positive experience, but what do customers perceive as positive? 17 15% 19% 31% 32% 33% 41% 44% 50% 57% 77%Providing high quality COMPELLING products/services Giving QUICK effective responses to questions/issues Resolving issues FAIRLY LOW PRICES even at the cost of quality/service Giving EXCLUSIVE offers (loyalty program) Providing TRANSPARENCY & openness ENABLING CUSTOMIZATION of products/services PERSONALIZED & consistent service PROACTIVELY trying to improve user experience SEEKING OPINION to develop product/services Always/often recommend provider 54% 45% 43% 28% 46% Positive experiences that make a customer loyal Global Question: What are the most important experiences for you to STAY LOYAL to your telecom provider?
- 18. © 2014 IBMCorporation IBM Institute for Business Value 18 Groups Individuals Reactive Proactive Mine Conversations Crowdsource Insights Reply to Questions Influence Influencers Today Next two years Respond to customer questions Solicit customer reviews and opinions Capture customer data Identify and manage key influencers 79% 79% 47% 68% 47% 68% 35% 59% Applying social approaches to ‘listen & engage’ customers (±2/3 of telco respondents in Social Business survey) Source: Institute for Business Value, 2012 Business of Social Business Study (% CSPs with customer-related social business activities) Generating positive word-of-mouth, or better ‘influence the influencers’, is a clear ambition for many telcos to increase brand strength
- 19. © 2014 IBMCorporation IBM Institute for Business Value Another clear ambition is close collaboration with customers: nine out of ten Telecom CxOs foresee doing so in the near future 19 132%more 88% 38% 88% 3–5 Years 38% Today Source IBM 213 Global C-suite study (218 telecom CxOs) –How strong is your collaboration with customers?; “We focus on increased collaboration with the customer to understand their needs and expectation.” CMO, Telecommunications, Turkey Telecommunications CxOs plan to collaborate much more extensively with customers
- 20. © 2014 IBMCorporation IBM Institute for Business Value 20 of respondents like to interact with their provider on improving an existing product 60% 60% 56% 38% 26% 22% 22% 21% 6% IMPROVEMENT EXISTING Product/Service IMPROVEMENT CUSTOMER CARE DEVELOPMENT NEW Product/Service FEEDBACK on COMMUNICATION to market FEEDBACK on Overall STRATEGY IMPROVEMENT of Existing CAMPAIGN DEVELOPMENT of New CAMPAIGN Other 98% 97% 97% 97% 95% 93% 66% And the good news is that almost all respondents said they are willing to provide feedback or engage to help them to improve and/or innovate Topics customers are willing to communicate on with their provider % of respondents willing to provide feedback or input Global On which topics do you want to provide feedback or communicate with your Telecom Provider to help the organization to improve?
- 21. © 2014 IBMCorporation IBM Institute for Business Value China Telecommunication Corp created an innovation platform to connect employees, partners and customers 21 Challenges: Build on knowledge and experience to innovative and create solutions faster Anticipate & analyze future needs such as addition of third generation (3G) licensing Bring distributed work groups together through a unified communication system Results: Enabled marketing teams to analyze new intelligence gathered directly from consumers’ and launch new services using insight on that subscriber Reduced opportunity costs and risk by expanding sources for new product ideas and by improving idea quality, increasing the chance of marketing success Allowed 554 new “voices” into the development process during the first six months of the platform launch, with the publication of the first idea a mere ten minutes after launch “The solution enables us to deliver exciting products to the marketplace at a faster pace than ever before.” —Niu Gang, Associate Director, Shanghai Research Institute, CT
- 22. © 2014 IBMCorporation IBM Institute for Business Value However, most telcos don’t use social in an effective way to engage customers or enable them to provide feedback/input 22 19% 16% 16% 14% 14% 8% 2% 25% 35% 33% 42% 38% 41% 16% Strongly Agree Moderately Agree Agree/Disagree: My telecom provider uses Social Media in an effective way to engage with me Chat Me, Tweet Me, Call Me. Consumers want choice for contacting their telecom provider Question: Indicate to which agree/disagree with the following statements on your Primary Telecom provider?
- 23. © 2014 IBMCorporation IBM Institute for Business Value 23 Percentage underprepared for Social Business 85% 66% 55% Lack of a cohesive social media plan Lack of appropriate technology Legal and security concerns Lack of leadership support Concerns about inappropriate use Competing priorities or initiatives Difficulty measuring investment returns 64% 34% 39% 25% 15% 52% 59% Underprepared for the necessary cultural changes Unsure about impact of social business over next three years Limited understanding of the business value we intend to obtain Challenges Telecom CxOs to implementing a digital strategy Lack of a cohesive social media plan and problems with measuring ROI are the two biggest barriers to doing more in the digital space Source IBM 213 Global C-suite study (218 telecom CxOs) –How strong is your collaboration with customers?;
- 24. © 2014 IBMCorporation IBM Institute for Business Value Questions 24 • What plans have you developed - as a response to OTT’s cheaper alternatives - to contain ARPU erosion? • What approaches is your organization using to listen to, engage with and influence customers? • How do your marketing, sales, and customer service functions coordinate around your social initiatives? • What are your plans to make it easier for customers to interact with your call centers? • How could you better involve customers in your innovation efforts? • Do you exploit social network analytics to understand how your customers perceive your product and services?
- 25. © 2014 IBMCorporation IBM Institute for Business Value 25 Thank you Rob van den Dam Global Communications Industry Leader IBM Institute for Business Value [email protected] www.ibm.com/iibv