Mobikwik - Mobile App Store for India

TAKING MOBILE APPS TO INDIA MASS MARKET
Bipin Preet Singh
Founder CEO
MobileCamp
28 May, 2011

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

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 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 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 5% South Africa 1,263,530 1,240,341 2%

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 

Because Indian developers are busy developing apps for US & UK.
So why no apps for India?

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.

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
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

Mobikwik - Mobile App Store for India

by MobiKwik on May 29, 2011

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