The 10 most mobile ready brands in Malaysia and Singapore

Ansible, the mobile marketing and technology agency of IPG Mediabrands, in partnership with YouGov, the global market research firm, has launched the inaugural study named MDEX, ranking the world’s most “mobile ready” brands based on five dimensions across both mobile presence and performance.The study examined how brands have and will continue to adapt to the rapid shift in consumer engagement and behaviour across the region. In Malaysia, particularly, 53% of web traffic comes from a mobile device. On average Malaysians spend close to four hours a day on their mobile devices.The ranking are as follows: MalaysiaSingaporeGlobal1Sime Darby PropertyLouis VuittonFacebook2Tune ProtectDBSAmazon3PadiniAdidas7-Eleven4PetronasShellHyundai5Malaysia AirlinesKFCMicrosoft6Sime DarbySingapore AirlinesNike7LGNikeGoogle8BoniaUBERAdidas9Southern SteelCapitaLandOLX10LenovoSONYTargetAnsible also determined that a quality mobile experience must encompass five key dimensions for a dynamic and immersive user experience. These were derived from a combination of the Google Design Principles and Consumer Usability Survey issued in partnership with YouGov.The MDEX ranking is comprised of both qualitative and quantitative measures.Discoverability: The capacity of a brand’s mobile website or application to be discovered when a user needs it.Mobile Optimisation: A technical assessment of a brand’s website optimization for mobile (mobile web only).Utility and usability: An assessment of UX in terms of intuitive design, value proposition, and consumer experience.Navigation and content: The chosen structure of a brand’s mobile website, utilizing easy to use menus and prioritised content.Driving desired actions: The features and functionality that drive users seamlessly through to desired actions or content (streamlined forms, auto fill, hover states).“The study threw up a few surprises but it also highlighted the gap that currently exists in Malaysia when it comes to mobile-readiness amongst brands,” said Manu Gopinathan, managing director of Ansible Malaysia.“The consumer today is a mobile creature and expects a lot when it comes to the user experience on their personal device. Brands that understand and capitalise on this will make the most of the opportunities that exist today and in the coming years,” he added.MDEX’s framework was built and developed over a six month period, beginning in July, with field studies occurring in January 2017. Over 2,000 brands were surveyed across four global regions in 15 major markets including Argentina, Austria, Australia, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, United States, United Kingdom and Uruguay.