Apps in Southeast Asia to experience speed improvements
Neumob, a California-based company focused on app acceleration services, vowed to help improve mobile app speed in Southeast Asia through its accelerator SDK product, as reported by Tech Crunch. The company revealed that it added new servers in Vietnam and Malaysia to its long list of global networks such as in the UK, the United States, Poland, Brazil, among others. Its first Asian servers are located in China and South Korea.
“We’re excited about the implications for consumers, however—many should see their apps loading significantly faster soon after launch, as we’re in a number of talks with Southeast Asian and global app developers to speed up their apps in Asia and around the world,” the company told the tech website.
The company claimed that it could help improve an app’s speed tenfold regardless of their network. Speed is essential in producing enhanced app performance, which is key in generating higher traffic and better user retention rates, Neumob added. What made apps fall short of their expected speed was that most of them use content delivery networks (CDN) designed for the desktop. The inadequacy of desktop-centric CDN to send data for mobile devices hinders the app’s overall performance.
The firm also revealed that choosing Malaysia as its initial Southeast Asian market target for expansion was obvious. It said mobile penetration rate had increased significantly over the past years. They cited the same explanation on why it chose to expand to Vietnam, India, and Indonesia in the next years to come.
“There are over 10 million smartphone users in Malaysia alone, and so the market for mobile apps is enormous,” the company concluded.
Why Southeast Asia?
In 2014, a report by Ericsson revealed that the mobile app market had begun to shift toward the Southeast Asian region. The rise of buying power brought about by various countries improved GDP and transformed the region into an attractive area for investors in the mobile and telecom industry. Market research GFK meanwhile said that smartphone subscriptions in the region were expected to rise by 500 percent by 2019, with mobile data traffic experiencing 1000 percent growth rate from 2014 to 2019 period.
Over the years, this became a key factor in opening doors to new and smaller players in the smartphone manufacturing segment, enabling even low-income earners to buy gadgets and access the internet. Eventually, even smaller developers from startup companies became ubiquitous in the market, which made the competition in the app sector livelier and fiercer. An example is Dong Nguyen, Vietnamese developer of the viral game Flappy Bird, who was one of the breakthrough developers in recent years.
Born2Invest, the only multilingual news app for business and finance on the market, revealed last month that a large fraction of its users came from Southeast Asia, particularly, from Indonesia, the Philippines, and Thailand. “There are little changes in rankings from time to time but we maintain the top three positions in these countries,” said Born2Invest CEO Dom Einhorn. The app also maintained a strong position in other Asian countries such as Vietnam and India, as well as in Central Europe and Russia.
Last November, social media agency We Are Social revealed through a report published on Tech in Asia that digital adoption, especially mobile phone app, and social media usage, in the region would continue to experience unbridled growth in the next years to come. Southeast Asia’s internet and social media usage increased by 15 percent year-over-year in 2015 as more consumers gained the capability to purchase their own internet-capable device.
Presently, there are over 252 million users in the region, which is now enjoying a market penetration rate of 40 percent. A large fraction of which—232.9 million—are active users of social media apps such as Facebook, Twitter, and Instagram, as well as chat/messaging platforms such as We Chat, Viber, and Line.
“The fact that 40 percent of the region’s citizens now have access to the internet is cause for celebration, though. internet usage in Southeast Asia still lags behind the global average (40 percent vs. 44 percent),” wrote Simon Kemp of We Are Social. He added that the improved access to smartphones and mobile broadband subscriptions would remain the cornerstone of the region’s mobile market penetration growth.