Breakthrough Innovations
in Mobile
Rajesh Jain
Managing Director
NetCore Solutions
Email: rajesh@netcore.co.in
Blog: http://emergic.org

An Entrepreneur and Investor in
India Internet and Mobile space
• 1994-2000: IndiaWorld
– India’s first Internet portal; Self-funded
– Acquired by Sify in Nov 1999 for $115 million in one
of Asia’s largest Internet deals
• 1998-now: Netcore Solutions
– Managed Mail & Security Services for Enterprises
– Mobile Data Services for Consumers & Enterprises
• 2005-now: Emergic Venture Capital
– Investments in creating India’s Digital Infrastructure 2

The Guiding Philosophy of
Emergic (Breakthrough) Innovations
Bold and Focus on Local
Ambitious Non-
Goals Consumers
Limited
Simpler and
Legacy helps
Cheaper
Leapfrog
Made in India, Made for the World
http://emergic.org 3

Think of India’s Mobile Base
as split in Two Large Markets
• Red Market • Enterprise: “The Computer
and Internet In Your Hand”
– 100 million users – Mobile Multimedia Computer
– Mix of Enterprise and
Youth • Youth: “Mobile Maane More”
– Communities and
Entertainment
• Blue Market • Urban: “Ek Ring Aapki Zindagi
– 250 million users Badal Sakti Hain”
– Micro-Local Marketplaces
– Mix of Urban and Rural
• Rural: “Haath Mein Mobile,
Saath Mein Zindagi”
– Access to Info, Markets,
Going ahead, these two
Education
markets will evolve very
differently 4

India’s Red and Blue Mobile Markets
Red Maange More The Blue Billion
• Saturated Market : mix of • New Consumers: mix of
Business and Youth Urban and Rural
• Future Needs go beyond • Needs are for Low-Cost
Voice and P2P SMS Handset and Voice
• “Give Me More” • “Connect Karo”
• By 2011 • By 2011
– Will grow to 150 million in 3 – Will grow to 500 million in 3
years, at CAGR of 15% years, at CAGR of 35%
• Driven by Data Services • Driven by Voice
– Complement with Superior – Enhanced with Income-
User Experience increasing Data Services
– Support for rich media and – Support for local languages
user-generated content and voice navigation
5

3 Key Breakthrough Innovations will
power Mobile in the next five years
• The coming Mobile Internet Era
• The opportunity for New Business Models –
VAS Operators and Data MVNOs
• The emergence of the Mobile as the Next
Advertising and Marketing Medium
6

1. Mobile Internet Era
• Killer Combo: Smartphones + 3G + Low/Flat-
rate Data Plans
• Usage led by India’s Red Market
• Mobile as first (and only) Internet access
device
• Driven by Social and Rich Media
• The Creation of the N3 (Now-New-Near) Web
– PIN-News, MicroContent, Location
– Free + Push + Permission + SMS
7

2. VAS Operators and Data MVNOs
• Direct-to-Consumer Mobile VAS companies
• VAS (Data), not Voice, will be key driver for
India’s Red Market
• Multi-monetisation from Subscribers,
(micropayments), Advertisers and Businesses
• $10 billion market opportunity
– 50 million Youth and Enterprise subscribers
– $15+ (Rs 750) ARPU
8

3. Mobile as Next Marketing Medium
• A Mobile Presence for Businesses
– SMS, Mobile Internet, Voice, Apps
• Customer Acquisition
– Mass and Targeted Ads
• Customer Engagement and Retention
– Invertising and Mobile CRM
– Interaction: Feedback, Polls, mCoupons
– Building Communities of Interest 9

NetCore is using SMS Subscriptions to
build Audience and Monetisation
MyToday
575758 MyToday
NEWS:
START NEWS MUMBAI Welcome to NEWS, an ad-
*ASSAM BLAST-B’desh-trained
supported service. Get FREE
ULFA suspected
Breaking News & updates *Book Raj under NSA-Cabinet
around the world. To stop, AD:
sms STOP NEWS to 575758. Book a STANDARD CHARTERED
Visit www.mytoday.com FD for 401 days at 10.5% T&C*.
sms TD <CITY> to 575758
Text Search : Internet ::
SMS Subscriptions : Mobile
10

Media on Mobile Nielsen Study
• Avg. Subs. Age is 25 yrs
• 50 channels
• 84% get info first from
• 3.7 million subscribers
MyToday
• 11 million subscriptions
• 75% read every SMS
• 13 million SMS daily
• 40% forward SMS
3
Subscribers in Millions
• 43% have seen Ads
2
• 30% of them have
1
responded to Ads
0
11
1 3 5 7 9 11 13 15 17
Time in Months

NetCore is creating Multi-Monetisation
of its mobile Audience and Platform
Audience Monetisation Platform Monetisation
• Ads (250+ campaigns) • Enterprises (Invertising)
• Leads • Operators
• Paid Channels • Publishers
MyToday FABINDIA
SENSEX: Fabindia announces
Mkt opens +ve, to be range-
the opening of its
bound; 486.86 pts up at 9531.37
store in Santacruz on
at 9:58am
AD:
S.V.Road, Opp.
FOR DAILY NEWS & INSIGHTS
Danabhai Jewellers.
FROM THE ECONOMIST, sms
START TE to 575758 12

Mobile as Magic Lamp
Mobile Consumers want
Wishes to come True. Now!

Be the
Genie and
Make the
Magic
Happen!