1M A R C H 2 0 1 3India’s Internet opportunityThe country is on the verge of a huge expansion in Internetusage. If it mana...
2India has about 120 million people online today—just 10 percent of its population. By2015, however, there will be more th...
3achieve this goal: the online behavior of its people is rapidly converging with that of usersin more developed countries,...
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Indias internet opportunity

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Indias internet opportunity

  1. 1. 1M A R C H 2 0 1 3India’s Internet opportunityThe country is on the verge of a huge expansion in Internetusage. If it manages its online engagement intelligently, GDPcould soar.m c k i n s e y g l o b a l i n s t i t u t eh i g h t e c h p r a c t i c e
  2. 2. 2India has about 120 million people online today—just 10 percent of its population. By2015, however, there will be more than 330 million of them, making the country secondonly to China in the number of citizens using the Internet. That expansion offers Indiaan opportunity to transform its Internet profile, to expand usage even beyond currentprojections, and to boost GDP substantially. But these things will happen only if a range ofpublic- and private-sector stakeholders can put in place the right conditions, argues Onlineand upcoming: The Internet’s impact on India, a report from McKinsey’s technology,media, and telecommunications practice and the McKinsey Global Institute.Despite India’s large current and future base of users, the Internet now contributes onlymodestly to GDP. Its citizens, like their peers in other developing countries, spend littlemoney online, equivalent to only 1.6 percent of GDP in 2011, compared with 3.4 percentin developed nations (exhibit). Under the right circumstances, however, India could closethat gap within three years, our analysis shows. Several advantages could help the countryExhibit India could more than triple its iGDP, to about$100 billion, by 2015.Web 2013Internet in India (teaser)Exhibit 1 of 1Share of total Internet contribution1to country GDP—ie, iGDP533.4%2915Developedcountries2.0%451530Aspiringcountries22827362011201120113525332015(currenttrajectory)India33318282015(acceleratedtrajectory)1.6%($30billion)2.8%($89billion)3.3%(~$104billion)310PrivateconsumptionPrivateinvestmentPublic expenditureTrade balance861Numbers may not sum to totals, because of rounding.2Countries expected to achieve levels of prosperity approaching those of advanced economies;includes Argentina, Hungary, Malaysia, Mexico, Morocco, Nigeria, Taiwan, Turkey, and Vietnam.Source: Euromonitor; Gartner; H2 Gambling Capital; iConsumer US 2010 survey; ICD; InternationalData Corporation (IDC); IHS Global Insight; Organisation for Economic Co-operation and Develop-ment; PhoCusWright; Pyramid Research; UNESCO; World Health Organization (WHO); McKinseyanalysis
  3. 3. 3achieve this goal: the online behavior of its people is rapidly converging with that of usersin more developed countries, and it has a well-established base of exports in informationand communications technology.Still, in India, private technology consumption makes a significantly smaller contributionto GDP than it does in most countries. If India’s information- and communications-technology expenditures were comparable to those of the developed world, the Internet’scontribution to GDP, including the impact on industries up- or downstream from theInternet industry itself, could triple.As robust as this potential may be, India faces challenges to get ready for an aggressiveramping up of Internet adoption. Compared with 57 other countries—developed anddeveloping alike, assessed on a broad range of macroeconomic and technical metrics—India ranks in the bottom quartile across a range of preconditions for Internet adoption:Internet penetration as a percentage of total population, median monthly cost ofbroadband Internet service, quality of Internet infrastructure, and the like.To establish the preconditions for transforming the Internet into a much more dynamic engineof growth for India, a variety of stakeholders will need to collaborate on five key initiatives:• Extend Internet infrastructure beyond the tier-one cities, to semiurban and ruralparts of India.• Make Internet access and usage less expensive.• Encourage large-scale digital literacy to promote user engagement.• Introduce Internet-based applications in all parts of the economy, including nontraditionalareas, such as agriculture, education, energy, health care, and public utilities.• Create a favorable environment for Internet businesses, both to encourage start-ups andto scale existing companies.This list of initiatives is by no means exhaustive. To make them succeed, three groupsof stakeholders will need to collaborate: policy makers, to set the course and the legalframework; private enterprise, to improve the Internet’s infrastructure; and entrepreneurs,to deliver products and services for the next 350 million Indian Internet users.Download the full report, Online and upcoming: The Internet’s impact on India,on mckinsey.com.Copyright © 2013 McKinsey Company. All rights reserved.

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