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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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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 • 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
Top countries for January 2010 downloads on Getjar 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 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.
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 • Twitter.com/mobikwik • Facebook.com/mobikwik