State of digital transformation in Southeast Asia: How FMCG can lead and drive business growth

Karl Duffill / November 2017

The rapid growth of technology and mobile connectivity sparked a drastic evolution in consumer behavior, especially in Southeast Asia where the number of online users grows larger every day. This presents both a unique challenge and major opportunity for industries across the region. Together with Boston Consulting Group and Mindshare, Google conducted research to understand how businesses in banking, telecommunications, and fast-moving consumer goods (FMCG) are responding to this trend in both the short and long term.

Based on interviews with more than 200 business leaders across Southeast Asia, it’s clear that making a shift to digital is a priority for many—but there’s still a gap between intent and taking action. For companies that have already taken the leap, there’s one clear, recurring key to success: accountability and ownership of a digital-driven agenda across all sales, marketing, and operations teams.

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