TAKING MOBILE APPS TO INDIA MASS MARKET
Bipin Preet Singh Founder CEO
MobileCamp28 May, 2011
Who are we?
Bipin Preet Singh - Founder
Nikhil Narang - Ops
Ankur Shrivastava - Tech
Upasana Taku – Biz Dev
What is MobiKwik.com?
Direct to Consumer web platform for mobile
Mobile services we offer (or plan to offer) Mobile Recharge
Mobile Bill payment
Mobile Apps
Mobile Content
What is MobiKwik.com? The Only “Recharge Anywhere Anytime”
service
Online eWallet, SMS recharge, Dial a recharge, Schedule a recharge
Mobikwik recharge apps in Java & Android
Recharge your family, Print e-bills, Transaction history
The only mobile recharge API on Programmable Web!
Apps – Why should we care?
Mobile Hardware is now a commodity – differentiation lies in software
Apps represent the primary software opportunity on the Mobile – worth billions of dollars
Mobile apps will drive data usage especially with 3G
Mobile Apps Ecosystem
Top countries for January 2010 downloads on Getjar
Developers
Supply
Customers
Demand
The Ecosystem in India Today
So WHO are we missing?
We need more Enablers App Stores Web downloads Commissioned apps Offline RetailTo build the Mobile Apps Economy…..
Have you purchased an APP?
From - Telco appstore Getjar Nokia Ovi BB Appworld Android Marketplace
Demand India
Country Current Period Previous Period Trend
Indonesia 14,454,167 13,736,562 5%
India 8,661,600 7,774,230 11%
United States 4,817,565 3,815,531 26%
United Kingdom 1,356,746 1,400,482 3%
Egypt 1,280,035 1,216,0575%
South Africa 1,263,530 1,240,3412%
Source: Getjar.com Jan 2010
Supply India
Many cutting edge apps on the iPhone AppStore are developed by Indian companies Sometimes branded Mostly white-label
By the way, if you are Indian, you cant sell an Android app; at least not yet
Because Indian developers are busy developing apps for US & UK.
So why no apps for India?
What developers care about?
Size of the market $$$
Development Infrastructure
Market feedback
Time (or headache) to market & payouts
Therefore,
Developers mostly not interested in developing for Indian market.
Consumer gets old generation apps with poor provisioning.
And the cycle continues ....
Truth be told
No one has cracked the Indian pay to download mobile app market.
HOW CAN THE ECOSYSTEM IMPROVE?
Unlearn the lessons of MVAS
Apps are not ringtones or wallpapers!
Apps are not a single mass market
‘Push’ model won’t work ‘Search’, ‘Discoverability’ and
‘Provisioning’ matter
Understand the ‘Long Tail’ of mobile apps
Attract the best developers
Create the paid market first.
Make Rev share attractive. ( hint: 20% cut after 3 months does not work)
Create the feedback loop.
Create and Promote the developer brand.
Apply Indian Consumer trends The Indian consumer
is value conscious is not an impulsive buyer bases buying decisions on trust (through
word of mouth, internet search and social media)
changes handsets & SIM cards
Why Mobikwik App Store ?
Only Paid Apps Bring global quality to Indian
consumers Pull not Push (hint : Google) INR Micro-payments enabled Kickass Web UI Sticky User Base Unleash the power of lone developer *
* 10000 downloads/month for 1 app of INR 100 ~ 7 lacs
Q&A
Email me - bipin [at] mobikwik.com for a copy of this presentation
for partnership meetings
for job opportunities
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