Mobile Applications in India - Future bright or bleak?
ENABLING THE MOBILE APPLICATION
ECOSYSTEM IN INDIA
Bipin Preet Singh
13 Nov, 2010
Follow us @ twitter.com/mobikwik
Who am I?
Bipin Preet Singh
Founder CEO, www.mobikwik.com
B.Tech (EE) IIT Delhi 2002
8 years in Consumer Hardware products
Stints at Intel, NVIDIA, Freescale
What is MobiKwik.com?
Direct to Consumer web platform for
mobile services, Live since Aug 2009
Example of mobile services
Mobile Bill payment
What we do best?
Kick Ass customer experience
Independent, open access, user discovery model
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
Mobile Apps Ecosystem
The Ecosystem in India Today
So WHO are we missing?
We need more Enablers
To build the Mobile Apps Economy…..
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
Source: Getjar.com Jan 2010
Many cutting edge apps on the iPhone
AppStore are developed by Indian
So, why aren’t enough apps being
developed for the Indian consumer?
What developers care about?
Size of the market
Time (or headache) to market & payouts
Developers mostly not interested in
developing for Indian market.
Consumer gets old generation apps with poor
And the cycle continues ....
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
Understand the ‘Long Tail’ of mobile apps
Attract the best developers
The best mobile developers don’t work
for you – Accept the truth.
Make Rev share attractive. ( hint: 20% cut
after 3 months does not work)
Create the feedback loop.
Create and Promote the developer brand.
Emerging market trends
“But unlike North America, where users with high-end
smartphones are happy to plunk down a few dollars for
a time-killing casual game,
growth in emerging markets will lean more
heavily on productivity apps used by consumers
who don’t have regular fixed-line Internet
And app developers and distributors will be tasked with
finding ways to monetize their wares beyond simple
- Quoted from
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
Partner, Partner, Partner
Software and Telecom are
Independent players like Mobikwik.com
create multiple advantages:
Piloting and Feedback loop
Pulse on Macro and Micro Consumer-trends
Email me - bipin [at] mobikwik.com
for a copy of this presentation
for partnership meetings
for job opportunities
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