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Mobile Apps for Low Data Penetration Markets

Mobile Apps for Low Data Penetration Markets. August 2010. HUGE AUDIENCE (>600M connections, 400M unique users). DIMINISHING ARPU (consistent fall, Postpaid <Rs 200, Prepaid <Rs 100). LOW DATA PENETRATION (single digits or at best low teens). MANY PLAYERS

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Mobile Apps for Low Data Penetration Markets

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  1. Mobile Appsfor Low Data Penetration Markets August 2010

  2. HUGE AUDIENCE (>600M connections, 400M unique users)

  3. DIMINISHING ARPU (consistent fall, Postpaid <Rs 200, Prepaid <Rs 100)

  4. LOW DATA PENETRATION (single digits or at best low teens)

  5. MANY PLAYERS (14 operators, innumerous VAS players)

  6. THUS VERY HIGHLY COMPETITIVE

  7. ALL PICKING LOW HANGING FRUIT (ringtones, wallpapers, etc)

  8. SEARCHING FOR THE NEXT CRBT (struggling …. )

  9. WHAT DOES THE CONSUMER WANT? (Should expensive research be carried out?)

  10. COMPLEX CONSUMER (geographically distributed, multilingual, multicultural, illiterate, etc)

  11. YET HIGHLY PRICE SENSITIVE (quick to reject)

  12. WHY NOT EMPOWER THE CONSUMER? (let her build what she/her near and dear ones want!! )

  13. VALUE ADDED SERVICES (providers searching for VALUE ? Consumer knows what is VALUE for her!)

  14. OPEN APP PLATFORM? (successful world over)

  15. DEMOCRATIZE (however don’t forget the eco-system and its challenges)

  16. LEVERAGE “LARGE AUDIENCE” (utility for the masses …)

  17. REACH THE MASSES (SMS or VOICE)

  18. MONETIZE THE MASSES (reach the masses)

  19. MULTIPLE BUSINESS MODELS EMERGING

  20. CONSUMER PAYS (per transaction, subscription, all you can eat time bound packages)

  21. CORPORATE MARKETING SPONSORSHIPS (reach target audience – traffic alerts)

  22. CSR SPONSORED (social messaging – environment, health etc)

  23. GOVT. SPONSORED (social messaging – health, safety, education, RTI, etc)

  24. GupShup App Platform makes SMS apps easier Apps Open web-based APIs • Everything required to rapidly develop and deploy new SMS-based applications: • Open APIs • High level abstraction of carrier/network • Simple, script-based programming • Rich documentation and sample programs • Instant activation and launch • Analytics and reporting tools to track adoption • Revenue share mechanism built-in App Platform MO / MT integration http or smpp interface Network

  25. GupShup App Platform offers Carriers significant benefits • For Consumers: • More apps – “Long Tail” of apps • More choice – can evaluate multiple developers • More value – competition reduces prices • For Developers: • Reduced cost of development • Quick and easy deployment • For Carriers: • Outsourced innovation • Don’t have to invest promotional resources until after apps prove themselves • Increased engagement and retention of mobile subscriber • New, incremental messaging volume • Very limited effort required Higher ARPU Reduced Churn Drive innovation

  26. FACILITATES 2-WAY COMMUNICATION

  27. EASY TO BUILD (open APIs)

  28. RAPID DEPLOYMENT (plug n play)

  29. EARN MONEY (revenue share from SMS GupShup)

  30. ENHANCES ARPU FOR CARRIERS

  31. 1. App Platform makes developing SMS apps quick and easy 2. Drives innovation and discovery of new apps 3. Improves ARPU and Churn Proven Success in India (35M Users / 1.50B SMS per mo) Robust, scalable, high-performance technology Silicon Valley entrepreneurs, experienced management, strong finances

  32. Dozens of apps launched already on GupShup

  33. SMS GupShup is well led, with strong backing • Founding Team: • Silicon-valley based serial entrepreneurs Rakesh Mathur (previously founded Junglee, Stratify, Armedia) and Beerud Sheth (previously founded Elance) • Management Team: • Experienced managers in technology, product, sales, marketing and business development each with 15-25 years experience • Organization: • Incubated at IIT Bombay, India’s top engineering school • More than half the team consists of IIT graduates • Investors: • Raised $25M from Charles River Ventures, Helion Ventures, Private Equity funds, and friends & family.

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