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TAKING Mobile APPS TO INDIA MASS MARKET

Bipin Preet Singh Founder CEO MobileCamp 28 May, 2011. TAKING Mobile APPS TO INDIA MASS MARKET. 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

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TAKING Mobile APPS TO INDIA MASS MARKET

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  1. Bipin Preet Singh Founder CEO MobileCamp 28 May, 2011 TAKING Mobile APPS TO INDIA MASS MARKET

  2. Who are we? • Bipin Preet Singh - Founder • Nikhil Narang - Ops • Ankur Shrivastava - Tech • Upasana Taku – Biz Dev

  3. 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

  4. 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!

  5. 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

  6. Top countries for January 2010 downloads on Getjar Mobile Apps Ecosystem Developers Customers Supply Demand

  7. The Ecosystem in India Today • So WHO are we missing? • We need more Enablers • App Stores • Web downloads • Commissioned apps • Offline Retail To build the Mobile Apps Economy…..

  8. Have you purchased an APP? From - • Telco appstore • Getjar • Nokia Ovi • BB Appworld • Android Marketplace

  9. Demand India Source: Getjar.com Jan 2010

  10. 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 

  11. So why no apps for India? Because Indian developers are busy developing apps for US & UK.

  12. What developers care about? • Size of the market $$$ • Development Infrastructure • Market feedback • Time (or headache) to market & payouts

  13. Therefore, • Developers mostly not interested in developing for Indian market. • Consumer gets old generation apps with poor provisioning. • And the cycle continues ....

  14. Truth be told No one has cracked the Indian pay to download mobile app market.

  15. How can the ecosystem improve?

  16. 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

  17. 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.

  18. 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

  19. 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

  20. Q&A • Email me - bipin [at] mobikwik.com • for a copy of this presentation • for partnership meetings • for job opportunities • Follow us • Twitter.com/mobikwik • Facebook.com/mobikwik

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