Private & Confidential

PRO: ALL
EX: Peter Witton & Kyaw Lwin Oo
DATE: 2nd November 2019
RE: Irie Digital: “Digital Refresh” event: speaker notes

Speaker #1: Kyaw Zin Ni: Associate Research Director, Kantar Myanmar (based on slides)

1. Mobile & Media usage

Global Emerging Asia Myanmar
Devices owned 2.8 2.7 1.7
Share on devices Mobile 56% Mobile 69% Mobile 95%
Tablet 8% Tablet 8% Tablet 3%
PC 35% PC 23% PC 2%

Share of time on media Traditional 36% Traditional 33% Traditional 48%

Digital 64% Digital 67% Digital 52%

2. Advantages of online research over face-to-face research

• Shorter length of interview
• Faster and more efficient fieldwork
• Provides highly representative sampling (in markets with high internet penetration)
• Efficient targeting of low incidence respondent groups-Youth, Mothers etc.
• Availability of advanced feature (e.g. GPS specific recruitment)
• People are more critical when on their own, online, less gratuity “ar nar tal” (being polite to
interviewer) due to interviewer interface and hence better data quality particularly on scale questions.

3. So are we ready for digital research in Myanmar?

Resources
• Lack of panels to back the online data
• Facebook’s excessive dominance
• Relatively weak web searches ((People use Facebook for search so cannot use Google Analytics))
• Font standardization
• Representation of online surveys has not yet been tested
Agencies
• Need more experience
• May require modifications on global research tools
• Client readiness

4. Engaging with Modern Survey Design

How to communicate to achieve considered, valuable responses (with online)

4.1 Online design with the consumer in mind

((Must be short, mobile, and engage respondents!!))
• Highly customized survey design team & tool
• Intelligent Layout Rules That are Structurally Adaptive
• Fully Adaptive to Any Device
• Touch screen features
• Click ranking
• Animated Sliders
• Option nesting
• Collapsing Grids
• Advance drag and drop features

4.2 Engage through Gamification: Turn survey tasks into a game

• Making it voluntary
• Giving it some purpose ((can deliver a profile to respondent at the end…e.g. Hi you’re rated a super
Mum! – language must be lively even if categorising underneath))

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• Apply some rules ((better response if, say, a 1 minute time limit for a task))
• Delivering rewards ((a must e.g. phone or game top ups))

4.3 Leveraging Consumers hyperactivity on social media

• Listen: A real-life snapshot of what consumers are saying
• Engage: Not just about listening: Social channels are extending into the private space of messaging:
((hard to measure accuracy))
• Need not be passive: enter Conversational Artificial Intelligence.
• A self-learning environment
• An open, intelligent and adaptive dialogue
• Rich ‘one to one’ conversations at scale

4.4 Engage Through Conversational AI

• We’re evolving in an environment people are already familiar with
• Hyper-engaging
• Have a persona
• Tick all mobile-first boxes

• Chatbots are for Diaries/Close- ended questions with very limited answer list.
• Conversational AI is for Open Chat mode.

• Conversational AI delivers:
• Higher response rate than any other channels
• WeChat : 35% response rate.
• Messenger: we’ve seen averages of 50%+
• Validation through technology.
• Immediate rewards : higher engagement

5. Online Survey in Myanmar: Media & Digital Behaviour online Survey 2019 (A Kantor survey with Irie)
• Short 10 questions survey. Average LOI 5mins.
• “River” sampling or “programmatic” sampling. We targeted Facebook Users.
• Adding a disclaimer helps in getting a valid response
• “Respondents can only submit one survey number provided within 5days of survey completion.
Incentives will be paid to the first 300 people who complete all questions in the survey, and
incentives will not be paid to respondents who do not give 100% valid answers.”
• Over 400 complete response in 12 hours
• Around 78% valid response
• Digital fingerprinting such as cookies to avoid duplicate response. We need explicit consent to the use
cookies from respondents.
• Capture the mobile number for incentives and can do a mobile number “de-dup” to prevent
duplication.

6. We got speed but how did we get quality…

• In the online survey, it is important to identify and remove responses from individuals who either don’t
match your target audience criteria or didn’t answer your questions thoughtfully.
• Respondents who speed through your survey
• Respondents who only answer a portion of your questions.
• Respondents who “ straightlined”
• Respondents who provide unrealistic answers
• Respondents who give inconsistent responses
• Respondents who offer nonsensical feedback in your open-ended questions
• Respondents who don’t meet our target criteria

7. Spontaneous brand salience is better distributed and often not skewed towards the top 2-3 brands (with
online)
Case Study : Brandhealth track for Mobile Phone brands (not Myanmar)
• Research Sample:

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• Males and Females (70:30)
• 18-35 years
• Metros and Tier 1
• Intenders of smartphone worth 20K or more
• We used Programmatic sampling to deliver the samples needed to read the equity of brands among the
target group.

((COMMENT: result on slide showed 19 brands offering more even distribution than normal apparently even
though Vivo and Samsung were out ahead…maybe point was to show more brands mentioned than top 2-3))

8. XXXXXX gives better data variance and XXXX on scaled questions and association data (with online)
Case Study 1 : Brand the health dipstick for cold beverages (not Myanmar)
• Research Sample:
• Males and Females (50:50)
• 21-40 years
• Metros
• P4W Consumers
• We used Programmatic sampling to deliver the samples needed to read the equity of brands among the
target group. In parallel we also conducted F2F CAPI Interviews
((COMMENT” Results on slide showed online respondents answered wider across 1-9 approval ratings for brand
X than CAPI respondents; CAPI respondents tended to cluster more on higher approval ratings, i.e. more critical -
- see last bullet point Slide 2 above.))

9. Digital migration in Myanmar : Are we there yet?

YES. But there are still some issues we need to tackle:
• First: we need to change our mindset about research and let go long surveys .For clients & practitioners
– we need to be mindful of what are the most important questions, KPIs that will be most important.
• Second: we need government support ((?)) to address technical issues, marketing, media and research
practitioners should put pressure to have this corrected….
• Third: we need to be brave and just try it out!
Who should do this?
• Companies working in high-engagement categories (telco, media, some FMCG)
• What topics do we suggest today?
• Advertising Evaluation
• Concept & Product Evaluations
• Idea generation
• Customer Experience

10. Research Methodologies Across Asia 2017-YTD 2019 (a slide showing from Australia to Vietnam: presume
this is by Kantar projects )
• Face-to-Face; CATI, CAM ((??))

Digital
Australia 78%
Cambodia 0%
Indonesia 15%
Japan 95%
Malaysia 77%
Myanmar 0%
New Zealand 84%
Philippines Cannot read
Singapore 62%
South Korea 77%
Thailand 27%
Vietnam 5%

Across markets surveys done by digital

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2019 Jan-Aug 65%
2018 57%
2017 42%

BIG TAKE AWAY FROM THIS…… THOUGH KANTAR PUSHING DIGITAL, THE SPEAKER NOTE
“Offline is still used and serves us well”…. Even in places like Thailand

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Speaker #2 Soe Khine Win, Ricky Co-founder and CTO of Bagan Innovation Technology

Slide One

Slide 2: Market size (Source Social Media Today):

• 2016 US$703.3. million
• 2017 US$864.9 million
• 2018 US$1.2 billion
• 2025 US$7.5 billion

Slide 3: E2E verticals that benefit most from Chatbots in order (Source Octane.ai)
• Ecommerce, Insurance, Healthcare, Retail, Hospitality, Logistics, Recruitment. Tech, Other

Slide 4: Top three E2E verticals that benefit most from Chatbots
Characteristics
Ecommerce, Insurance, Healthcare B2C = large audience with limited value per customer
High demand
Service driven
Lots of conservations, each of limited (sometimes zero) value

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Slide 5: Chatbot EcoSystem

Slide 6: Top Ten Popular chatbot builders for 2019

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Slide 7: Chatbot Builders – Myanmar

Hidden logos: line 2 Digital King; line 3: MISFIT Technologies (Foreign)

Slide 8: Most Common Chatbot Features in Myanmar

1. Product catalogue
2. FAQ
3. Coupon code promotion ((better response than SMS for coupon promotions))
4. Promotion broadcasting
5. Ticketing
6. Notifications
7. Reservations

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Slides 9 and 10: Trend: Price vs Function, Rise of AI in Chatbot

Missing words: bottom axis Integrations; middle box E-commerce

• Artificial Intelligence + Automation = Convenience

Slide 11 Why AI-Based Conversation-based Chatbot or Chatbox AI (CAI)

Happier Customers Increased Sales, Better Margins

No app installed ((helps users with little or no tech Reduced costs (throughout)
knowledge))
Convenient Instant sales
Requires no learning ((helps users with little or no Less errors
tech knowledge))
Everything in the same place Better understanding of users and individual
preferences
Better recommendations Better analysis on sales and inventory

• Can handle conversations e.g. if user asks “what film would you recommend I watch?
• Can handle “one-to-one” conversations at scale.
• Chatbox AI is bridge between quality and quantity

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Slide 12 Sample Book Order (Bagan has a book businesses?)

Showed how with “AI” chatbot could handle order.

Slide 13 Architecture

Missing word/logo on internal Systems is ERP System

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Slide 14 The Future — replacing old with new

• Apps => Bots

• Messenger => Virtual
• Broadcast ads => Suggested ads
• Text=> Voice ((Expect rise of voice))

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Speaker 3: Milla Rae Head of Marketing at KBZ Bank

Talked about KBZ numbers but also some wider points

• 2019 mobile payments gained traction 2020, mobile payments will become mainstream
• KBZ numbers as 1st anniversary: 3.5 million downloads; 3+ million e-Know Your Client checks; 230,000+
merchants/agents; 8 million transactions a month: US$1.8+ billion worth of transactions

• Customers want convenience + added benefits: mobile payments allows both e.g. partnerships KBZ +
Joox
• Five ways this (may) work:
1. End-to-end journeys for retailers
a. Embed payment in client’s own app e.g flymya and client’s app in payment app!
b. ((solves last mile/delivery-person-handling-money problem))
c. Add promos e.g. discount if use QR for KBZ/Wave payment
2. Real-time targeting with hyper-relevant content
a. mall store location discounts/offers
b. promote competitor products e.g. Pepsi to a Coke user, Oway for Grab user
3. Safe, secure payment options
4. Greater rewards for loyalty
a. Easy to insert promotions in client’s own apps and client’s promos in payment app!
5. Flexible purchase habits
a. Available 24/7 – people do purchases on line.

MESSAGE TO MARKETERS FROM SPEAKER

• I expect any campaign or ideas to include payment facility option i.e. don’t just deliver me Likes, I
need to monetize the campaign your agency is trying to sell me!!
• Unclear if she meant ALL marcoms, our just regular B2C promotions and marketing

Speaker 4: Jeff Pan, CEO

Mainly talked about Flymya services and played a game with the audience.

• History of Flymya and services that Flymya can provide to the customers.
• 80% of customers stop at paying method when purchasing tickets on Flymya, however, it reduces to
90% when Flymya collaborate with other mobile payment services (such as KBZ pay).
• Burmese and English are available on the website because the majority of customers preferred
Burmese (they seem to be more comfortable)
• How simple to use/buy the tickets through Flymya. (explain the process of buying tickets)
• The session ended up with playing a game called Who wants to be a millionaire by asking general
questions about Myanmar and digital market. (Soe Khine Win@Ricky from Bagan Innovation
Technology participated)

5. Panel Discussion

Panelist: Emma Brosnan (General Manager of Piyawasa), James Repdos (Head of Digital Advertising of
Ooredoo), Alex Khine (Head of Digital Marketing of CMHL) and Hsint Sanda (Marketing Director of Vingroup).

The panel discussion is more about the highlight of 2019 and any marketing ideas or plans in 2020 for their
respective companies.
• James from Ooredoo shared about his successful marketing campaigns with Ooredoo (difficulties,
challenges and how to pass through them).
• Difficulties including managing the budget, getting the right person for the team, training the team,
getting creative ideas from the team, how to stand out among major competitors (Telenor, MPT).
• He noted every kind of marketing campaign has challenges and more or less difficulties and in order
to go through all those challenges and difficulties, you need to get out of your comfort zone, get a
mentor for your career growth and learn every single day about your industry.

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• Hsint from Vingroup shared her marketing plans in 2020 and how to be the top in the market (using
other platforms rather than just using Facebook, what types of campaign will be popular).
• Marketing people in Myanmar need to learn from neighboring countries what kind of platforms are
becoming popular. Myanmar people are using Facebook seriously and most digital marketing is just
on Facebook. They need to get out of it and find more platforms such as Youtube, Tik Tok and
maybe on Instagram.
• 2020 will be very difficult and challenging for marketing people because we already have seen a lot
of talented people and creative ideas in 2019.
• Alex from CMHL shared his experiences with CMHL (successful campaigns and unsuccessful campaigns).
• Learn the marketing industry in details and do research on what kind of campaigns are getting
popular in other countries and how to apply those in Myanmar.
• Make sure to know what campaigns were successful in the past: compare past vs current trends and
learn what has changed in the market
• Keep track of your competitors: what are their marketing plans, what kinds of campaign are they
doing in the future.
• Emma from Piyawasa talked about what she thinks about digital in 2020 and how will it be changed.
• Emma talked about her view on current marketing trend and Myanmar will be digitally improved in
2020 and people will have more choices in the digital marketing sector. She compared how people
were not used to do digital things in the past (such as buying transportation/movies tickets online)
and use the online payment method and what is happening in the market nowadays (such as buying
tickets easily through Flymya, Oway, Chatbot). She mentioned that she is very excited to see
/experience more changes in the near future.

+++++

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ADDED :Excellent macro-/tech consumer analysis

Leapfrog Fog 11/5/2019

Myanmar – land of the digital leapfrog! More phones than people! It’s all true, but stating that
something is, is not the same as stating what it means. Does it mean that digital infrastructure is
changing millions of lives every day? Yes, we’d say so. Does it mean rapid adoption of mobile
applications by a great proportion of Myanmar’s 50-60M population? No, not really. Is there a range
of startups successfully taking advantage of digital leapfrog Myanmar? There’s less of a “range” and
more of a “few”. This post tries to lift the fog on Myanmar’s leapfrog headline and uncover some
truths to success in this now famously digitising economy.

Let’s start with some basics from a macroeconomic perspective. Myanmar has the lowest income per
capita of any SEA country. When incomes rise, people have a greater ability to consume. To begin
with, most of this consumption is taken up with better food – meat and sugar consumption increases.
But until incomes rise beyond around USD 3.5K (Indonesia today), people don’t tend to spend much
more on non-essentials. At around USD 5K (China in 2010/11), things have changed significantly:
people buy pets, vehicles and other luxuries. Myanmar is at USD 1.5K on average. That means the
average person is giving one thing up to get another. Evidencing this point, one study of rural solar
home systems (in Sub Saharan Africa) found people who bought the systems would then consume less
meat and sugar.

This leads us to two observations: 1) let us think more about 10-20M then 50-60M people if we’re
selling even a low-price product, because a lot of people just can’t afford new things. 2) If people are
going to sacrifice nutrition to buy your product, it’s going to have to more value than a balanced diet.
That’s some real value we’re talking about – in the example above, people with a solar lantern have
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clean light inside the home and avoid smoke and fuel costs and danger of fire. Even Candy Crush can’t
compete with that. Unless selling to the very low income, people may not need to give up sustenance
for your product but the concept remains: all decisions include giving up the next best option
(opportunity cost) so you have to deliver tremendous value to have people choose your product /
service. Indeed, the Irrawaddy recently stated that minimum wage earners spend 85% of their income
on rent.

The next issue is best expressed in plain terms: if someone with limited education or need for an
electronic device suddenly has one, they’re going to receive less immediate benefit from it than your
average urban college kid because they simply won’t appreciate how to maximise its utility. People
often talk about “customer education” – upskilling the customer to use your product. The
conversation goes like this: “OK, it’s a good idea, but will people use it?”, “Yes, we just need to make
sure we do a lot of customer education.”. That’s fine in principle, but education in general has huge
free rider issues, as any garment factory owner can attest to. Example: If factory A provides training at
a cost of $10 per person per month, factory B could hire the person for $5 per month more salary
after they have been trained Factory A. In other words, customer education is expensive and there’s
little guarantee you’ll see a return on your investment (you could teach customers to use your ride
hailing app, but then they’re better equipped to use all ride hailing apps).

How then, do you create a product for the mass market that people will use? Let’s consider Bagan
innovation Technology (BiT) (not an EME portfolio company). BiT have around 14M users of their
Burmese language keyboard. They got into the market early with a solution that everyone needed.
They also have a bookstore. To drive people to the bookstore, they leveraged monks and monasteries
– places and people of education. Finally, they have a fortune-telling app that is growing exponentially
– BiT tapped into something people are already spending money on and made it cheaper and more
efficient. In summary, to reach millions you have to offer something useful, better than the alternative
and that people find true value in. The key is “people”: unless you fully understand your customer, you
can’t know what they will value.

A final point on reaching scale in Myanmar. In fact, in Southeast Asia because this isn’t unique to
Myanmar. There is a lot of reason to consider offline and online approaches to reach or maintain
customers. Tech has leapfrogged, but trust is catching up and offline approaches are easier to trust in
(see a person, touch a product, go somewhere to get service, etc.) Just look at Shop.com.mm (EME
portfolio firm) with their agent model or bricks and mortar shop, or BiT who initially reached
customers through monks. The same is happening in Indonesia with Bukalapak agents or Storeking in
India. People often don’t want to consider the expense of being offline and there’s little hype around
opening shops (versus launching apps) but in markets where trust is limited and exposure to
technology is still new, there’s a good reason to go beyond Facebook marketing to scale. That reason
is: unless you innovate in how you reach and maintain customers not just your product, you’re
unlikely to succeed in this economy.

Ends…..

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