Monetising Mobile 2: Hungama

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Albert Almeida of Hungama outlines 10 things you didn't know about the Indian mobile content market. This presentation was given at ME's Monetising Mobile conference in September 2010.

Albert Almeida of Hungama outlines 10 things you didn't know about the Indian mobile content market. This presentation was given at ME's Monetising Mobile conference in September 2010.

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  • The urban consumer is far ahead in terms of mobile penetration88% urban households own a cell phone 1 out of 3 urban consumers claim to have multiple connections Dual SIM sales account for 15% of devices sold and is expected to reach 25% by end of 2011
  • Have as much propensity to own multiple connections as urban consumers Are key drivers for growthRural consumer driven not just by need for connectivity but also VAS servicesCustomized crop & weather advice for farmers and at-sea forecast for fisherman offered by Vodafone, Reuters & BSNL are big hits
  • Sachet pricing Full song download @ Re.1; added 6,00,000 consumers in six months of launch Vodafone pack @ Rs. 4 (discuss with Al)
  • Largest young, mobile population in the worldEstimated at 230 Mn+ and growingEvery second teenager has a cell phone Indian youth place the mobile higher than basic necessities of food and shelter Mobile is the key source to listening to music for over 50% of the youth
  • Single / unmarried consumers are 25% of the market Basic high school level education among a whopping 2/3rd
  • Mobile Internet grew 120% to reach approximately 12 Mn consumers and is around 25% of all Internet users Price and low speeds remain key impediments Google saw a 50X jump in traffic on Google Mobile from Aircel consumers after the launch of $2 / month Pocket Internet Card
  • Caller tunes are changed as often as 8 times / year as against 2 times / year in the UK Upto 40 Mn images downloaded per year Handsets themselves are replaced on an average once every 18 months
  • Smartphone devices estimated to be worth $900 Mn in 2009-10 (-23%) in value but (+122%) in volume to around 5 Mn units


  • 1. 10ThingsYou Didn’t Know About The Indian Mobile Consumer
    Monetizing Mobile in Emerging Markets
    London, September 2010
  • 2. India … Big On Heart & In Size
  • 3. A Billion strong consumer base
    Among the world largest & fastest growing economies
    The world’s second largest mobile market
    Over 3X more mobile phones than televisions
    Mobile phones leading the next wave of consumer revolution
    India: Comfort In Numbers
  • 4. Indian Mobile Industry
    Set to overtake China as the largest mobile population by 2013
    Currently valued @$40 Bn and 650Mn+ subscriptions
    Characterized by low ARPU ($3.5) and a high rate of consumer churn
    Provides as many Opportunities as Challenges
  • 5. The Indian Mobile Consumer
    10 Things You Probably Didn’t Know
  • 6. The actual subscriber base is approximately 440 Mn
    Still larger than the entire population of USA
    Explains the popularity of the dual SIM device (15% share)
    Tele-density in urban India has crossed 100%
    1. An Irresistible Number
  • 7. 2. Captivating The Grassroot Consumer Too
    • Rural consumers form half the Indian mobile universe but @20% penetration, still has potential to grow
    • 8. Adoption of services driven by VAS services besides mere calling
  • 9. 3. Have Small Pockets But Big Dreams
    Essentially a low ARPU, prepaid market (@98%)
    Sachet pricing key to success for innovative products
    Full song downloads @Re.1 added 6,00,000 consumers
  • 10. 4. Are Young, Restless & Mobile
    50% consumers are less than 30 years old. In fact the new age mantra of the youth is Kapda (clothing) – Music – Mobile
    By 2011, 1 in 5 young mobile consumers will be from India; even today every 2nd teenager already has a mobile
  • 11. 5. Helps Them Stay Connected ‘Anytime, Anywhere’
    My mobile is
    A mail box / a social connect device / a jukebox / a chat device
    Facebook is the 3rd most visited site and has seen a YoY growth of over 600%
    A whopping over 50% claim the mobile to be their primary device for music consumption
  • 12. Mobile internet users comprise 25% of all Internet users and have grown by 120% in the last year
    While trial is a challenge, adoption is almost a given
    Of all mobile Internet users, 63% use it daily
    With 3G coming in data consumption is set to increase
    6. Is Their Window To The World
  • 13. Indian households characterized by single TV sets but multiple mobile phones.
    1/3rd have more than one phone
    TV serves as a family device often controlled by the housewife’s preferences
    Given the large young, male audience mobile sees greater consumption of
    (S)exciting imagery and video
    Cricket info / scores / updates
    Playing games (82%)
    7. Is A Personal Screen
  • 14. Smartphone adoption growing rapidly
    Smartphone devices grew 120% in volumes
    Sold an estimated 5 Mn devices
    RBT is a reflection of self
    RBT market in India is worth $ 500 Mn
    Touchscreens / Social connect / Hi Res Camera / Apps are spoiling the consumer for choice
    8. Is Their Projection To The World
  • 15. Services like voice chatting, follow celebs picking up rapidly
    Airtel’s Talk 2 Me with Bipasha witnessed traffic of over 30000 consumers in just one circle over one hour.
    Airtel’s Movie Talkies offering compressed 30 min audio clips (original time: 180 min) seen stupendous success
    Voice chat offering an ‘Agony Aunt’ service sees heavy traction across operators
    9. Works As A Filler Medium
  • 16. Bollywood forms a core connect to India through its culture of song n dance, dramatic story telling and larger than life stars
    50 Mn strong Diaspora across the world
    Hungama touches 3 Bn across 40 countries everyday
    10. Provides A Connect To Their Roots
  • 17. A huge market with equally huge opportunities and challenges
    Customization and innovation are key to lure the consumer
    Price point innovation is extremely important particularly for low ARPU consumers
    Localization of content - the mantra to reach out to the masses
    Segmentation is a must, while Bollywood offers the largest base, devotional and regional content also thrive
    Appeal to the youth imperative for success
    Advent of 3G to drive Internet traffic and higher data consumption
    Rise of smartphonesales
    An increasingly mobile consumer seeking entertainment and social connect on the go
    To Sum It All…
  • 18. Thank You