ENABLING THE MOBILE APPLICATION ECOSYSTEM IN INDIA

Bipin Preet Singh Founder CEO

CII Summit13 Nov, 2010

Follow us @ twitter.com/mobikwik

Who am I?

Bipin Preet Singh

Founder CEO, www.mobikwik.com

B.Tech (EE) IIT Delhi 2002

8 years in Consumer Hardware products

Stints at Intel, NVIDIA, Freescale

What is MobiKwik.com? Direct to Consumer web platform for

mobile services, Live since Aug 2009

Example of mobile services Mobile Recharge Mobile Bill payment Mobile Apps Mobile Content

What we do best? Kick Ass customer experience Independent, open access, user discovery model Monetization

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…..

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 either branded or white-label

So, why aren’t enough apps being developed for the Indian consumer?

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 ....

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

The best mobile developers don’t work for you – Accept the truth.

Make Rev share attractive. ( hint: 20% cut after 3 months does not work)

Create the feedback loop.

Create and Promote the developer brand.

Emerging market trends

“But unlike North America, where users with high-end smartphones are happy to plunk down a few dollars for a time-killing casual game,

growth in emerging markets will lean more heavily on productivity apps used by consumers who don’t have regular fixed-line Internet service.

And app developers and distributors will be tasked with finding ways to monetize their wares beyond simple one-off purchases.”

- Quoted from gigaom.com

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

Partner, Partner, Partner

Software and Telecom are different businesses

Independent players like Mobikwik.com create multiple advantages: Developer Engagement Piloting and Feedback loop Pulse on Macro and Micro Consumer-

trends

Q&A

Email me - bipin [at] mobikwik.com for a copy of this presentation

for partnership meetings

for job opportunities

Follow me on Twitter twitter.com/mobikwik