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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