According to Erwin Susanto, the Head of Products of MobGold mobile advertising network, The strikingly low usages on 7am – 9am are caused by the fact that people on the big cities like Jakarta use motorcycles to go to work thus it is hard for them to use their cell phones. He also added, The cell phone usages on South East Asian nations have almost identical patterns. At night, after dinner, Indonesians as well as people from Vietnam and Philippines spend their time calling, sending sms or browsing internet until midnight. At this time, the cell phone usages are quite high.
According to the statistics, the number of cell phone users in Indonesia is about 168 million while the total population of Indonesia is 237 million in 2009. The internet users have reached 1,400% increase from just 2 million in 2000 to 30 million in 2010. Weak infrastructure and high internet bill are still a burden for people to have a broadband internet connection. Though this weakness in fact allows smartphone market to magnificently grow in Indonesia. The competition between telco companies gives advantage for smartphone users because of the low price internet access offered by the companies. Smartphone is now becoming a hot commodity in Indonesia.
MobGold uses this precious research to innovate the mobile advertising industry by doing price diversification. MobGold will give advertisers price that suits the Indonesians telephone users. Night time can be categorized as prime time so the premium price will be charged for the advertisers. While on specific hours when people rarely use phone, there will be a specific price for the advertisers.
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