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Today's Headlines Smartphone Penetration
Digital banks will soon become a reality for Indonesians. Chief Executive of Banking Supervision of Indonesia's Financial Services Authority (in Indonesian: Otoritas Jasa Keuangan, or OJK) Heru Kristiyana recently confirmed that this supervisory agency is currently drafting regulations for the establishment of digital banks in Indonesia.
Based on the latest survey of the Association of Internet Service Providers in Indonesia (APJII), the number of Internet users in Indonesia reached 171.17 million individuals at the start of 2019, or approximately 64.8 percent of the total Indonesian population. The survey, which involved ‘probability sampling’ and ‘multistage random sampling’, has an error margin of 1.28 percent.
Indonesia's e-commerce industry has grown rapidly (in two-digits, annually) over the past five years. This growth is expected to continue in 2017 as well as in the years ahead. Aulia Marinto, Chairman of the E-Commerce Association (idEA), expects the value of e-commerce transactions in Indonesia to surge between 30-50 percent year-on-year (y/y) to USD $45 billion in 2017 from an estimated USD $30 billion in 2016. Indonesia is still in the early stages of the digital economy revolution and therefore there is ample room for robust growth, particularly due to rising Internet and smartphone penetration.
Indonesia Investments often reports about Indonesia's blossoming e-commerce industry (a lucrative sector for investors). Online retail is growing rapidly in Southeast Asia's largest economy because both Internet and smartphone penetration are rising sharply in Indonesia, while expanding per capita GDP boosts people's purchasing power. But what do Indonesia's consumers actually buy online? A new survey from Google Indonesia gives some more information.
Indonesian Communication & Information Minister Rudiantara informed on Wednesday (02/11) that American multinational technology company Apple Inc. - famous for designing, developing, and selling consumer electronics, computer software, and online services - will start building its second-biggest research and development facility in Indonesia somewhere in 2017. Although Apple has not commented on the news, Rudiantara confirmed that he had met several representatives from both Apple's Asia Pacific office and the US headquarters.
According to a survey conducted by International Data Corporation (IDC), two brands controlled a combined 45 percent of the smartphone market in Indonesia in the second quarter of 2016. These two brands are Samsung (South Korea) and OPPO (China). On third position comes Asus (Taiwan), followed by the local Indonesian brand Advan and China's Lenovo. Data from IDC also show that smartphone sales in Indonesia grew 3.3 percent year-on-year (y/y) and 22 percent month-on-month (m/m) in Q2-2016. Unfortunately these data do not mention the exact sales volume.
Audit, assurance, tax & consulting services firm PricewaterhouseCoopers (PwC) estimates that the world population will number 7.4 billion by 2020. Nearly 52 percent of this population - 3.84 billion - is expected to be connected to the Internet through a smartphone or portable tablet with around half of this Internet audience expected to be able to access high-speed broadband (at least 30 Mbps). PwC added that most of these Internet users - some 92 percent - live outside the United States. Meanwhile, market research company eMarketer expects to see 4.1 billion Internet users by 2020, up from 3.21 billion in 2015.
Good news for smartphone manufacturers in Indonesia. Based on a survey conducted by Advan, MARS Research Specialist, and telecommunications expert Hasnul Suhaimi, the majority of Indonesian consumers replace their smartphone with a new one every two years, on average, as they want to own a newer model (with more attractive features and applications) or because they need to replace their damaged smartphone. Another - and obvious - conclusion of the survey was that Indonesian consumers want a high-quality smartphone at an affordable price.
The Association of Internet Service Providers in Indonesia (APJII) announced that Internet penetration in Indonesia has now reached 40 percent of the population, or 100 million Internet users. Jamalul Izza, Chairman of the APJII, said this milestone is the result of the joint efforts the government, Internet services providers and other stakeholders to make Internet access available across the archipelago and create a conducive regulatory environment. However, it also implies that 60 percent of the population - some 150 million people - still live without Internet.
The number of smartphone users in Indonesia is expected to grow strongly up to (at least) 2019 in line with overall economic growth of Southeast Asia's largest economy in combination with rising Internet penetration as well as the young and large population according to market research company eMarketer. Currently, less than 40 percent of the Indonesian population owns a smartphone (implying a still low smartphone penetration rate), while Indonesia is busy expanding its 4G technology network (a necessity for smartphone or tablet users) across the Archipelago.
Latest Columns Smartphone Penetration
Three Indonesian telecommunication and network providers are considered to have great room for improving their corporate earnings in the second half of 2017. These companies are Telekomunikasi Indonesia, Indosat Ooredoo, and XL Axiata. Reason why these companies should experience a good performance in H2-2017 is Indonesia's "data consumption trend".
The number of smartphone users in Indonesia is rising rapidly in line with growing per capita GDP and widening Internet penetration across the Archipelago. Based on data from research institute eMarketer there were 69.4 million smartphone users in Indonesia at the end of 2016. Moreover, the number of Indonesian smartphone users is expected to grow to 103 million by 2018, which would make Indonesia the fourth-largest smartphone market worldwide after China, India and the United States.
Local and foreign smartphone vendors are eager to assemble 4 Generation long term evolution (4G LTE) smartphones in Indonesia. No less than 26 companies (and brand owners) have established assembly plants in Southeast Asia's largest economy with a combined investment value of USD $600 million since 2015. Of these 26 companies, 14 are local players. The number of foreign smartphone manufacturers in Indonesia is expected to grow as a new government regulation comes into force per 1 January 2017.
Starting from January 2017, 4G smartphone manufacturers in Indonesia will be required to use at least 30 percent of local content in domestically-sold smartphones and at least 40 percent for base transceiver stations (BTS). Earlier this year the Indonesian government had issued a draft regulation on this subject and last week it was signed by Indonesia’s Communications and Information Minister, the Trade Minister and the Industry Minister. What is the impact of this new rule on Indonesia’s smartphone industry?
The government of Indonesia targets to see 35 million domestically-produced mobile phones (per year) starting from 2017. Meanwhile, Indonesia’s wireless network is to be upgraded to 4G speeds by the same year (a 4G network is the new necessity for those with smartphones or tablets) although currently the country’s telecommunication operators are still in the middle of building receivers to boost 3G utilization. The government hopes to see a total of USD $4.5 billion investment in the telematics sector.
The recently unveiled Indonesian regulation that forces the country’s 4G smartphone and tablet manufacturers to use at least 40 percent locally-produced components in their cell-phone devices is a source of concern for tech companies such as Apple and Samsung that are eager to expand into Indonesia where smartphone penetration is still low. Moreover, the restriction may encourage smartphone smuggling in Southeast Asia’s largest economy. The new regulation will come into effect on 1 January 2017.
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