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Thailand and the Emerging Digital Environment.

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  1. Thailand and the Emerging Digital Environment. Prof.Dr. Srisakdi CharmonmanChief Executive OfficerCollege of Internet Distance Education Assumption University of Thailand charm@ksc.au.edu www.charm.au.edu Invited paper presented to Thailand’s Online Marketing Outlook, Convention Center, Assumption University Suvannaphum Campus, September 14, 2007 1

  2. Thailand and the Emerging Digital Environment. • Introduction. • Media Consumption Pattern. • Internet Connectivity andBroadband. • Online Audience Demographics. • Usage Pattern and Online Behavior. • Concluding Remarks. 2

  3. 1. Introduction. • The most important inspiration for computerization and digital environment in Thailand occurred in the year 1960. • HM The King visited the IBM plant in San Jose, California. • HM The King and members of the Royal Family have shown interest as well as utilizing Computer andthe Internet. 3

  4. Introduction (Cont.) HM The King visited IBM plant in San Jose, California. 4

  5. Introduction (Cont.) HM The King and members of the Royal Family have shown interest as well as utilizing Computer and the Internet. 5

  6. Introduction (Cont.) HM The Queen visited Asian Institute Technology which is where the Internet was first introduced in Thailand. 6

  7. Introduction (Cont.) HRH The Crown Prince granted audience for Assumption University to present to him and Honorary Doctor of Philosophy in Information Technology. 7

  8. Introduction (Cont.) HRH The Crown Prince granted audience for Assumption University to present to him and Honorary Doctor of Philosophy in Information Technology. 8

  9. Introduction (Cont.) HRH Princess Maha Chakri Sirindhorn Presided over the Opening Ceremony of the Seminar on Computer in Ratanakosin. 9

  10. Introduction (Cont.) HRH Princess Maha Chakri Sirindhorn Granted an Audience to present 2 Mbps Internet Connection for Her. 10

  11. Introduction (Cont.) • August 2007, the number of Internet users worldwide is over 1,173 million and increasing steadily. • The country with the largest number of Internet users is the United States of America with over 212 million users and the second largest is China with over 162 million users. 11

  12. Introduction (Cont.) • The continent with the largest number of Internet users is Asia with over 436 million users and the second largest is Europe with over 321 million users. • For Thailand, many figures have been cited. For example, one source stated thatthere are 8 million users and the other source 13 million users. • Anyway, the author would like tosee a lot more Internet users in Thailand. 12

  13. Introduction (Cont.) • Bill Gates had said that “If you are not planning to use the Internet in your business, you are planning to be out of business”. • Also in his book“Business at the Speed of Thought”, Bill Gates said that the Internet is the central nervous system of all organizations. Any organization without • the central nervous system cannot survive. • More and More people are using the Internet. 13

  14. Introduction (Cont.) • From the study conducted by Knowledge Network,about “Internet Usage” byinterviewing young people ages 13-24in the US. • There are many results: - 66% said the Internet, instant messaging, • cell phones and other technologies make them happier.- 61 % make them feel closer to their family.- 54% could not live without the Internet.- 47% could not live without television. 14

  15. Introduction (Cont.) • eMarketer forecasted that the local online advertising in the US would reach:- In 2007,2.8 billion.- By 2008, 4.6 billion.- By 2009, 5.6 billion.- By 2011, 7.8 billion. 15

  16. Introduction (Cont.) • A citizen of Thailand got to use the Internet when it first started in the US in 1969. • The US Department of Defense (DOD) and Advanced Research Project Agency (ARPA) established ARPANET as an experimental network to support research. 16

  17. Introduction (Cont.) • From 1968 to 1973, Prof.Dr. Srisakdi Charmonman was Director of Graduate Studies in Computer Science at the University of Missouri, Columbia, Missouri, USA, and also Directors of a few research projects supported by the US National Science Foundation. • Prof.Dr. Srisakdi Charmonmanbecame the first Thai to use the Internet. 17

  18. Introduction (Cont.) • A group of Computer Science Department Chairmen from universities in the USA joining a teach-the-teacher conference organized by Dr. Srisakdi Charmonmanis his capacity as the NSF-funded project director. • All NSF-funded research project directors were encouraged to use the Internet which funded by NSF after its birth from DOD. 18

  19. Internet Users from Thailand. Approximate Numbers of Internet Users from Thailand. 19

  20. Internet Users from Thailand (Cont.) Approximate Numbers of Internet Users from Thailand. 20

  21. Introduction (Cont.) • The number of Internet users from Thailand started with only one in 1969. • Dr. Srisakdiwas Director of Graduate Studies in Computer Science at the University of Missouri in the US and Director of a few US National Science Foundation Projects, and so, got to use the Internet when it was born • in the US. 21

  22. 2. Media Consumption Pattern. 2.1 Types of Internet Advertising. 2.2 Blog. 2.3 Virtual Community. 22

  23. 2.1 Types of Internet Advertising. 1) Banner Ads. 2) Pop-Up Ads. 3) Unicast Ads. 4) Interstitial Ads. 5) Floating Ads. 6) Contextual Ads. 7) Takeover Ads. 23

  24. 1) Banner Ads. • Banner Ads is embedding an advertisement into a web page. • 21st century, Banner Ads appeared in the simplest form with inactive image linking to advertiser’s webpage. 24

  25. Banner Ads. (Cont.) • At present, there are:- Animation.- Rich Media (Multimedia). - Clickable. 25

  26. Banner Ads. (Cont.) • Banner Ads standard sizes:- Full Banner 486x60 Pixels.- Leaderboard 728x90 Pixels.- Bar 392x72 Pixels.- Half Banner 234x60 Pixels. - Vertical Banner 120x240 Pixels. - Square Button 125x125 Pixels. - Button 1 120x90 Pixels. - Button 2 120x60 Pixels. 26

  27. Banner Ads. (Cont.) • The objectives of Banner Ad: - To invite visitors to access to their website.- To make product or service purchases. 27

  28. 2. Pop-Up Ads. Sample Pop-Up Ads. 28

  29. Pop-Up Ads. (Cont.) • Pop-Up is:- unsolicited online advertising that pop-up on the webpage. - visitors have to close the windows one by one. 29

  30. Pop-Up Ads. (Cont.) • It always annoys and makes people unhappy during surfing the Internet. • The Pop-Up appears as a small window on the web. • The advertisement has been designed with colorful and allured images to catch visitors’ eyes. 30

  31. Pop-Up Ads. (Cont.) • Another a special kind of Pop-Up Ads. Called “Hover Ad”, blended between Banner Ads and Pop-Up Ads using DHTML and JavaScript. 31

  32. 3) Unicast Ads. • Unicast Ads. is basically a TV commercial that runs in the browser window. • It has enriched audio/video content. • The ads can last anywhere from 10 to 30 seconds. • These ads have similar branding power as a TV commercial. • However, a Unicast Ad offers something that TV ads cannot -- the ability to click on the ad for more information. 32

  33. Unicast Ads. (Cont.) • There ads are getting very effective, as the average click-through rate is 5%”. • Unicast online advertising which contain many kinds of media added to serve visitor satisfaction: - Video. - Audio. 33

  34. Unicast Ads. (Cont.) Sample of Unicast Ads. 34

  35. 4) Interstitial Ads. • Interstitial ads are ads that appear in a separate browser window while another page is loaded. • If a user, on page A, clicks a hyperlink to go to page B, the user will see the interstitial ad before arriving at page B. 35

  36. Interstitial Ads. (Cont.) • Users must spend about 5 to 10 seconds with nothing to change from page to page until approaching to the destination site. • It might be unsolicited advertising or required confirmation. 36

  37. Interstitial Ads. (Cont.) Sample of Interstitial Ads. 37

  38. 5) Floating Ads. • Floating Ads would be found in the first page and appear for a while. • The advertising block will cover some part of the webpage that reduces the capability of visuality of visitors. 38

  39. Floating Ads. (Cont.) • There are many reasons to which make Floating ad popular such as : - Audio/Video Content. - Animation. - Catch Visitors’ Attention. - Etc. 39

  40. Floating Ads. (Cont.) 40 Sample of Floating Ads.

  41. 6) Contextual Ads. • Advertising on a web site that is targeted to the specific individualwho is visiting the Web site. • It can appear not only on websites but also on media such as mobile phones. • It appears according to the Key Words the users have used before. 41

  42. Contextual Ads. (Cont.) • Contextual ad will be returned with the results related to what visitors are looking for after determination. • For example, visitors use key word “Sport News”, information to which related - “Sports Books” will be appeared in form of contextual ad. 42

  43. Contextual Ads. (Cont.) Sample of Contexual Ads. 43

  44. 7) Takeover Ads. • It is a large Ad appearing when the viewers first visit a website. • Next, the continuity is maintained by reiterating the same message throughout the site in the form of banners, side bars or buttons. 44

  45. Takeover Ads. (Cont.) • The approach works very well for branding because the brand is visible to viewers throughout the visit to the site. • Click-through rates are also high. 45

  46. Takeover Ads. (Cont.) • This ads focus on promoting brand recognition. • A large block comes up with brand which is easy to view. • It has caught visitors’ eye during visiting the website, logo or brand will be recognized when visitors go to other places or websites and find out the same image or advertisement. 46

  47. Takeover Ads. (Cont.) Sample of Takeover Ads. 47

  48. 2.2 Blog. • “www.positioningmag.com”surveyed Internet and Blog Usage in Thailand with sample size of 308 (190 female and 118 male): - 40% use blog 48

  49. Blog (Cont.) • An average age of blog user can separate as following: - 19 years less than 11 % - 20-25 years 35 % - 26-30 years 30 % - 31-35 years 12.6 % - 36-40 years 7.5 % - 41-50 years 2.6 % - over 51 years 1.1 % 49

  50. Blog (Cont.) • Blog usages: - MSN 29 %- Myspace 9.5 %- Bloggang 7.9 %- Hunsa 7.5 %- Multiply 6.3 %- MthA! 5.2 % - User Created 4.7 %- Mblog 4.7 % 50