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October 19,2 2012

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Why Develop Apps for BlackBerry?

BlackBerry JamHack 2012 Vietnam

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Higher revenue potential as BlackBerry users download more apps vs. competitors and generate high ARPU
Average Monthly Expenditure on Mobile Services
(by Operating System)

Average # of App Downloads/Month

USD 12

Total
(n=373)

17 apps

USD 12

BlackBerry OS
(n=45*)

22 apps

USD 13

Android OS
(n=81)

14 apps

VND= Vietnamese Dong

*NOTE: Mean is the total sum of the values divided by the number of values Use mean to understand general indication/average of the brand(s). Base: All Smartphone Users Exchange rate: 1 VND= 0.00005 USD Source: Nielsen Smartphone Insights 2011, Total n=968 BlackBerry n=120 Android n=172, Apple n=219 * Caution: Small base

October 19,4 2012

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Understanding Smartphone Trends in Vietnam

BlackBerry JamHack 2012 Vietnam

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Smartphone adopters in Vietnam tend to be mid-income workers and students. BlackBerry users tend more to be males, mid-age (25-34yo), and mid-high-income professionals.
Gender
Total BlackBerry Smartphone Intenders

Monthly Income

Age

Employment

All Smartphone Users/ Total (n=968), BlackBerry (n=121) Smartphone Intenders (n=76) Source: Nielsen Smarphone Insights

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Top 5 Features Used in Last Month

Source: Nielsen Smartphone Insights Total n=968, BlackBerry n=121 * Caution: Small base

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Web browsing on Google and 24.com.vn are common online activities via smartphones even more so for BlackBerry users.
Internet Activities Used in Past 30 Days Top 5 Websites Visited in 2012

Total n=968, BlackBerry n=121

Total n=615, BlackBerry n=78

Source: Nielsen Smartphone Insights,

October 19,8 2012

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Understanding App Trends in Vietnam

BlackBerry JamHack 2012 Vietnam

October 19, 2012

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App usage in Vietnam is most common among and heavily used by males and 25-34yo. BlackBerry app users tend to be male reflective of our base.
Breakdown of App Downloaders Gender & Age in Vietnam
55% 45%
All Smartphone Users
(n=237)
45+
35-44 Yrs 25-34 Yrs 16-24 Yrs

33% 48% 14% 5% All Smartphone Users

(n=237)

31% 53% 9% 6% BlackBerry

(n=45)

Female Male

78% 22%
BlackBerry
(n=45)

Average # of Apps Downloads/ Month

Total (n=373) 17 apps Male (n=204) 19 apps Female (n=169) 16 apps 16-24 Yrs (n=136) 17 apps 25-34 Yrs (n=166) 18 apps 35-44 Yrs (n= 52*) 11 apps

Source: Nielsen Smarphone Insights

Q70 You said that you downloaded [Insert total no. of apps in Q69] applications in the past 30 days? How many were free and how many were paid?

Base: All Smartphone Users who have downloaded/ updated apps in the past 30 days

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Smartphone users in Vietnam typically spend 11,400 VND on apps in a month. Males and 25-34 yo tend to spend slightly more.
Expenditure on Paid Apps in Past 30 Days (in VND)
0%
More than VND 100000 VND 80001- 100000 (USD 3.84 - 4.80) VND 50001 - 80000

33%

38% 80%

30%

35%

28%

48%

51%
VND 20000 - 50000

48%

53%
0% 3% 13%
Female

48%
0% 4% 12%
16-24 Yrs

55%

36% 0% 17%
25-34 Yrs

Less than VND 20000 (USD 0.96)

0% 2% 14%
All Smartphone Users

1% 17%
BlackBerry

0% 14%
Male

1% 0% 14%
35-44 Yrs

(n=251)

(n=31*) VND17,286 USD 1

(n=142) VND 12,337 USD 1

(n=109) VND 10,637 USD 1

(n=86) VND 10,441 USD 1

(n=114) VND 13,439 USD 1

(n=36*) VND 12395 USD 1

Median Expenditure

VND 11,389 USD 1

Exchange rate: 1 VND = 0.00005 USD

Q71 How much did you spend in total on all the apps which you downloaded onto your primary mobile phone in the past 30 days
Source: Nielsen Smarphone Insights

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Media consumption behavior in Vietnam among BlackBerry users reveal potential ideas for apps

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Lifestyle behavior in Vietnam among BlackBerry users

13 October 19, 2012

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Thank you!

BlackBerry JamHack 2012 Vietnam