TAKING MOBILE APPS TO INDIA MASS
MARKET
Bipin Preet Singh
Founder CEO
MobileCamp
28 May, 2011
Who are we?
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Bipin Preet Singh - Founder
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Nikhil Narang - Ops
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Ankur Shrivastava - Tech
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Upasana Taku – Biz Dev
What is MobiKwik.com?
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Direct to Consumer web platform for mobile
Mobile services we offer (or plan to offer)
 Mobile Recharge
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Mobile Bill payment
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Mobile Apps
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Mobile Content
What is MobiKwik.com?
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The Only “Recharge Anywhere Anytime” service
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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?
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Mobile Hardware is now a commodity
– differentiation lies in software
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Apps represent the primary software
opportunity on the Mobile
– worth billions of dollars
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Mobile apps will drive data usage especially
with 3G
Mobile Apps Ecosystem
Developers
Customers
Supply
Demand
The Ecosystem in India Today
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So WHO are we missing?
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We need more Enablers
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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
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
1,216,057
South Africa
1,263,530
1,240,341
5%
2%
Source: Getjar.com Jan 2010
Supply India
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Many cutting edge apps on the iPhone
AppStore are developed by Indian
companies
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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?
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Size of the market $$$
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Development Infrastructure
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Market feedback
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Time (or headache) to market & payouts
Therefore,
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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
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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
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Create the paid market first.
Make Rev share attractive. ( hint: 20% cut
after 3 months does not work)
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Create the feedback loop.
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Create and Promote the developer brand.
Apply Indian Consumer trends
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The Indian consumer
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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 ?
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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
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Email me - bipin [at] mobikwik.com
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for a copy of this presentation
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for partnership meetings
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for job opportunities
Follow us
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Twitter.com/mobikwik
Facebook.com/mobikwik