这些模式复制了腾讯和阿里巴巴在中国开创的模式。日益尝试类似模式的西方跨国企业,正依靠提供定制化的国际服务在该地区获利。
The US groups, says Mr Hoppe, are enjoying record quarters in the region on the back of growth there. “Facebook is playing a massive role on mobile, and YouTube is a real asset [for Google] out here. They are making good money on ads, and benefit from the fragmentation of the ecosystem, as recommendations and search matter a lot more in Southeast Asia than in mature online markets with dominant digital players.”
霍珀表示,在东南亚经济增长的背景下,美国企业正在该地区享受创纪录的季度业绩。“Facebook正在移动领域大展拳脚,YouTube是(谷歌)在这里的实际资产。它们在广告上赚得盆满钵满,并从生态系统碎片化中获益,因为比起已经有主导性数字企业的成熟线上市场,推荐和搜索服务在东南亚重要得多。”
Mobile ad spending in the six countries that make up Southeast Asia — Indonesia, Malaysia, Singapore, the Philippines, Thailand and Singapore — is expected to reach $1.4bn next year and surpass $2bn in 2020, according to eMarketer. Sea, formerly known as Garena, controversially includes Taiwan in its greater Southeast Asia definition.
据eMarketer预计,印尼、马来西亚、越南、菲律宾、泰国和新加坡这六个东南亚国家的移动广告支出明年有望达到14亿美元,并在2020年超过20亿美元。原名Garena的Sea在大东南亚区的定义中纳入了台湾,此举颇具争议。
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