TAKING MOBILE APPS TO INDIA MASS MARKET Bipin Preet Singh Founder CEO

MobileCamp 28 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

Developers Customers

Supply Demand

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…..

Have you purchased an APP?

     From Telco appstore Getjar Nokia Ovi BB Appworld Android Marketplace

Demand India

Country

Indonesia

India

United States United Kingdom Egypt South Africa

Current Period

14,454,167

8,661,600

4,817,565 1,356,746 1,280,035 1,263,530

Previous Period

13,736,562

7,774,230

3,815,531 1,400,482 1,216,057 1,240,341

Trend

5%

11%

26% 3% 5% 2% 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



So why no apps for India?

Because Indian developers are busy developing apps for US & UK.

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    Follow us

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