Mobile app growth SE Asia

Source App Annie 2015 Retrospective Report

Mobile app growth soars in Asia

App Annie has reported mobile app download growth soared by 60% in Vietnam, 50% in India and 40% in Indonesia in 2015.  The challenge is in generating revenue from a mobile app in SE Asia where most e-commerce remains cash on delivery. Consumer use of credit cards in these emerging markets in Asia is low, the banked population being largely limited to salary transaction accounts.  

Consumers in these Asian economies may well leapfrog credit cards and move directly to mobile payment services but the regulatory and infrastructure development in nascent today. Mobile apps in these markets have limited opportunities to monetise (for example from yet niche mobile advertising spend). This in turn stifles local development and investment. Consumers are smart phone armed and ready to engage on mobile today.  When the financial infrastructure and consumer willingness to engage in mobile payments will enable this to be profitable, remains to be seen.

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Richard Burrage
Richard Burrage twenty five years of experience in market research and strategic consulting. Richard has worked across Asia Pacific consulting across a range of industries and business issues. Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions. Richard is a UK national and resides in HCMC with his Vietnamese wife and their three children. Richard is the Managing Partner of Cimigo: www.cimigo.com
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