BBS AUG 18

BUSINESS SUPPLEMENT
When Apple first launched the App Store in mid
July 2008, few of us anticipated how significantly
apps would impact the daily lives of most
people. Initially an expensive luxury item, smartphones
have since become ubiquitous thanks
to a large range of affordable devices catering
for all market segments, driving adoption across
the globe.
Thailand is no exception, with low-cost
models even available in your nearest 7-Eleven
store. In fact Thailand has been a leader in
mobile adoption, recognised as the the no.1 mobile-first
market in the world in Google’s 2015
Consumer Barometer Study.
Over the past decade the App Store has
witnessed 170+ billion downloads, totaling over
$130 billion in global user spend. To celebrate
this 10-year anniversary, leading mobile agency
Appsynth has taken a look at Thailand’s top
apps of all time, and the reasons why these
apps in particular have become staple features
on millions of mobile devices across the Kingdom.
The chart is based on total install volumes
of non-game apps by Thai publishers, compiled
by AppAnnie, the global leader in app analytics
and app market data.
The list represents a diverse split of industry
that provides a lens into modern life: from
the decades-old obsession with TV to the progression
towards a cashless society, through
to retail loyalty and local restaurant discovery,
mobile apps have, and continue to, shape the
way Thais live.
The banking industry occupies five places
on the list, including four of the top six apps.
While one might expect banks to enjoy high
download numbers given their large existing
customer bases, this dominance reflects how
heavily many Thai banks are investing in digital
platforms. Most countries do not see banking
apps dominating install rankings so significantly,
making this a unique characteristic of the Thai
market. As a result, 56% of Thais now report using
mobile banking.
In many global markets, incumbent banks
are losing market share to digital-first challenger
banks and fintech startups seeking to disrupt
banking and financial service industries. For example
alternative mobile payment options such
as preloading money to a digital wallet make it
possible for consumers to cut out the banking
system entirely. Thai banks have done well to
reinforce their positions, providing platforms for
collaboration rather than competition with promising
fintech startups in the form of accelerator
programs, while heavily investing in their own
mobile channels.
As a result of this continued investment,
Kasikornbank and SCB occupy the top 2 spots
on the list.
“Building something that’s specifically designed
for a mobile lifestyle is what really sets
K PLUS apart in this industry. K PLUS’ strategy
is aimed at creating new user experiences
with personalization features where all financial
needs of customers can be fulfilled on a single
device, delivering both functional and emotional
benefits. Making K PLUS relevant to consumers’
daily digital lifestyles is KBank’s commitment,
with more to come in the next year” said Mr
Patchara Samalapa, President of KASIKORN-
BANK.
SCB also sees personalisation as a key element
to achieving high customer satisfaction,
with mobile playing a central role in delivering an
effective omni-channel experience:
“SCB EASY reshapes the landscape of
SCB’s retail banking - breaking down channel
silos and connecting the physical to digital
10 YEARS
OF THE APP
STORE:
THAILAND’S
TOP APPS OF
ALL TIME
experience. SCB EASY’s success is a testament
to the bank’s effort to make the customer
journey personalized and seamless, because
we realize that customers do not think in terms
of channels – rather, we let them consume services
where, when and how they want them”
said Mr Tana Pothikamjorn, first senior vice
president, digital banking division at SCB.
“Alternative banking” is also hot on the heels
of traditional banks. TrueMoney Wallet (in 5th
place) enables its users to make in-store purchases,
scan and pay bills and top up phone
credit, amongst other things. What’s more, you
don’t need a bank account to use the app. True-
Money Wallet can be auto-topped up when connected
to a bank account, or can be manually
topped up with cash – enabling digital money
transactions for the unbanked population.
In 3rd place sits the only app on the list created
by an independent developer, Nattapong
Tonprasert. TV Thailand has unsurprisingly
been a massive hit with users across the nation.
The app provides access to Thai drama series,
cartoons and music videos, enabling Thais to
have their favorite TV shows at their fingertips,
anytime, anywhere.
51% of Thais report watching video on their
smartphone daily and 81% at least once per
week, so it’s no surprise that streaming video
is well represented on the list, with 4 different
apps featured. The ThaiTV3 app, now branded
as Mello, is the only one of these directly published
by a broadcaster. This is sure proof that
you don’t need to be a big brand, or have a massive
budget, to create an app that people love.
From indie developers to tech start-ups,
Wongnai is one of only two mobile-first startups
on the list. Founded in 2010, Wongnai has become
the definitive directory of restaurants in
Thailand, successfully leveraging mobile technology
to deliver a user experience which greatly
exceeded earlier online directories. Of the
secret to their success, CEO Yod Chinsupakul
says:
“The single most important feature of the
app is the ability to immediately locate the ‘Top
Nearby Restaurants’. Our users love this feature,
and applications made this possible.”
The other mobile-first startup in the top 20
is Kaidee. Kaidee is Thailand’s biggest second-hand
online marketplace. Over 50% of
Kaidee’s 30 million monthly visits are through
the app, which ranks 8th on our list. With over 12
million installs reported, Kaidee’s app has been
key to the company’s rapid growth, as Head
Coach Tiwa York points out:
“Since 2013 Kaidee has been developing
with an app-first mentality. It was an investment
for us to learn and understand our customers
needs and be relevant to the audience that was
using the Internet for the first time through their
smartphones. This has resulted in app users being
our most engaged and active customers on
the platform. The success of Kaidee’s app has
been driven by focusing on delivering a great
customer experience for the Thai audience to
buy and sell quickly and easily”.
From online marketplaces to air travel, Nok
Air is the only airline to make the list. The domestic
low-cost carriers cheap pricing and marketing
initiatives targeting varying consumer
segments have made it a preferred choice on
many routes. Their mobile channel is proving
more popular than those of other domestic airlines
and the ease of using the service on the go
has undoubtedly attributed to its success.
Last but not least, this list wouldn’t be complete
without 7-Eleven, the only retailer to make
the list. The market-leading convenience store
has massively ramped up its digital presence in
recent years, including using mobile to digitize
it’s hugely popular stamp loyalty scheme. The
7-Eleven TH app gives users access to special
deals and discounts and the ability to engage
with 7Rewards loyalty campaigns, enabling the
app’s millions of users to earn exclusive merchandise
and rewards. The app’s popularity has
steadily increased in recent years, now ranking
amongst Thailand’s top 5 most popular apps
based on 2018 install numbers.
Commenting on its study, mobile agency
Appsynth’s Managing Director Robert Gallagher
noted: “With 71% of Thais now using a smartphone,
apps have changed the way Thai people
shop, interact with businesses and engage
with their surroundings. Leading businesses are
treating mobile as a key strategic initiative, as a
best-in-class app can now be a source of competitive
advantage when done right”.
High Tower Co., Ltd. Tel: 038 411 009
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