Asia Pacific CEOs Increasingly Brand & Social Media Aware

Chief Executive Officers in Asia Pacific corporations are found to be more aware of brands, and more likely to respond to social media inputs in their respective businesses. This is based on a study from MEC and CNBC from a survey among 32 CEOs in multinational corporations across ChinaHong KongIndiaand Singapore.

(Photo credit: Shutterstock)

As these top-level executives are utilizing technology more intensively for information aggregation and time management, CEOs are now willing to take direct control of their own access to communications, business performance and industry news, instead of relying to their personal assistants.

CEOs are often thought to be unreachable, and only accessible through their assistants or secretaries. The average senior business leader frequently “maintains distance” from their business environments to retain their influence, perspective and control.

However, CEOs are now found to actually be more accessible, due to the use of Business-to-Business (B2B) social media as an important tool for company positioning. Only a few APAC executives are identified using the platform for external communications, though — a contrast to their western counterparts.

Jon Wright, MEC Asia Pacific Head of Analytics and Insight, said that the networks are not exactly an effective way of communicating with CEOs due to the “probability of losing control in their communication structures.”

But, they allow internal conversations, in order to help get employees heard. This leads to better transparency within an organization.

Moreover, CEOs are found to be more open to the influence of business contacts when it comes to products and services, such as hotels, airlines, clothing brands and technology. CEOs surveyed said they listen to recommendations from respected media outlets. This is seen as an opportunity for B2B networks to partner with media brands to provide relevant, valuable and timely content.

Still, remains to be the preferred method of communication. A special mention went to Apple for its ethos and CEO achievements as a brand as well as a business principal. The key idea here is that business leaders respond to a new, clear and actionable information at an appropriate time through an appropriate channel.

Wright continues that CEOs are humans, too. “In many ways technology has made them more similar to the everyday person. Brands need to ensure that valuable content is provided that fits in with CEOs’ requirements, and it needs to be effectively ‘liquid’ in order to be accessible via any device.”

As published in TechWireAsia:


China Enjoys Home-Made Mobile Platforms

Asian countries prefer local-made technologies and devices, especially where non-Latin alphabets are prevalent, studies have found out. In China, there is a rising trend in the use of locally-developed smartphone and smartphone operating systems.

The Xiaomi MiOne is an example of a Chinese-developed smartphone.

The rise is slow, but the trend is showing that consumers are likely to use locally-developed smartphone OSes bundled with local online services, IDC reported in Made in China: Mobile Operating Systems.

One such example of a homegrown mobile OS is MIUI, an Android-based custom firmware launched late last year by Beijing-based mobile phone company Xiaomi Tech. MIUI powers Xiamo’s low budget smartphone, the Mi-ONE, sometimes also referred as MI-ONE Plus or the Xiaomi Phone. Despite the pre-installed OS, it also supports stock Android ROMs and other third party ROMs.

The integration of native OSs and internet services will form a competitive advantage over their Western or international counterparts. On the other hand, most of Independent Software Vendors (ISVs) see the OS as a platform to create additional revenue streams. People buy the mobile devices not only for the device itself and OS, but the suite of apps that a user can take advantage of for activities such as entertainment, productivity, education, socialization and utility.

The 17-page study tells us that with rich apps, and a robust, user-friendly OS, people will utilize their devices longer, which will likewise raise the data plan usage, to the benefit of the carrier. It will help increase adoption of smartphones in rural areas, which will soon render the feature phone obsolete. Developers can use this as an opportunity to create additional revenue streams, or increase their margins.

In the end, this can lead to Chinese users catching up with the latest trends in smartphone use. It was also IDC that said smartphones will surpass feature phones in sales by next year. By the end of this year, it spots only 8 million differences, with 144 million units out of 280 million devices in total.

The momentum of 3G technology implementation in the country has successfully embraced the smart phone shipment, with mobile data plans are getting higher and the Average Revenue per User (ARPU) continues to grow.

But IDC highlighted that the ecosystem is young. At this point, some of them might struggle soon and die. The prediction is that only few players will battle head-to-head with the western giants.

About Xiaomi, which is perceived as the role model, IDC analyst Ian Song told to The Register “IDC believes Xiaomi is on the right track with first creating a great user experience, then putting it on a desirable device, all of which will be instrumental in getting its users to MIUI-based service, thus enlarging its services based revenues, and creating sticky user experiences not unlike what Apple has done.”

As published in TechWireAsia: