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Mobikwik - Mobile App Store for India

Mobikwik has understood the key reasons why mobile apps have not monetized well in India and has come up with a solution of its onw

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Mobikwik - Mobile App Store for India

  1. 1. TAKING MOBILE APPS TO INDIA MASS MARKET <ul><li>Bipin Preet Singh </li></ul><ul><li>Founder CEO </li></ul><ul><li>MobileCamp </li></ul><ul><li>28 May, 2011 </li></ul>
  2. 2. Who are we? <ul><li>Bipin Preet Singh - Founder </li></ul><ul><li>Nikhil Narang - Ops </li></ul><ul><li>Ankur Shrivastava - Tech </li></ul><ul><li>Upasana Taku – Biz Dev </li></ul>
  3. 3. What is <ul><li>Direct to Consumer web platform for mobile </li></ul><ul><li>Mobile services we offer (or plan to offer) </li></ul><ul><ul><li>Mobile Recharge </li></ul></ul><ul><ul><li>Mobile Bill payment </li></ul></ul><ul><ul><li>Mobile Apps </li></ul></ul><ul><ul><li>Mobile Content </li></ul></ul>
  4. 4. What is <ul><li>The Only “Recharge Anywhere Anytime” service </li></ul><ul><ul><li>Online eWallet, SMS recharge, Dial a recharge, Schedule a recharge </li></ul></ul><ul><ul><li>Mobikwik recharge apps in Java & Android </li></ul></ul><ul><ul><li>Recharge your family, Print e-bills, Transaction history </li></ul></ul><ul><ul><li>The only mobile recharge API on Programmable Web! </li></ul></ul>
  5. 5. Apps – Why should we care? <ul><li>Mobile Hardware is now a commodity </li></ul><ul><ul><li>– differentiation lies in software </li></ul></ul><ul><li>Apps represent the primary software opportunity on the Mobile </li></ul><ul><ul><li>– worth billions of dollars </li></ul></ul><ul><li>Mobile apps will drive data usage especially with 3G </li></ul>
  6. 6. Mobile Apps Ecosystem Top countries for January 2010 downloads on Getjar                                                   Developers Supply Customers Demand
  7. 7. The Ecosystem in India Today <ul><li>So WHO are we missing? </li></ul><ul><li>We need more Enablers </li></ul><ul><ul><li>App Stores </li></ul></ul><ul><ul><li>Web downloads </li></ul></ul><ul><ul><li>Commissioned apps </li></ul></ul><ul><ul><li>Offline Retail </li></ul></ul><ul><ul><li>To build the Mobile Apps Economy….. </li></ul></ul>
  8. 8. Have you purchased an APP? <ul><li>From - </li></ul><ul><li>Telco appstore </li></ul><ul><li>Getjar </li></ul><ul><li>Nokia Ovi </li></ul><ul><li>BB Appworld </li></ul><ul><li>Android Marketplace </li></ul>
  9. 9. Demand India Source: 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%
  10. 10. Supply India <ul><li>Many cutting edge apps on the iPhone AppStore are developed by Indian companies </li></ul><ul><ul><li>Sometimes branded </li></ul></ul><ul><ul><li>Mostly white-label </li></ul></ul><ul><li>By the way, if you are Indian, you cant sell an Android app; at least not yet  </li></ul>
  11. 11. <ul><li>Because Indian developers are busy developing apps for US & UK. </li></ul>So why no apps for India?
  12. 12. What developers care about? <ul><li>Size of the market $$$ </li></ul><ul><li>Development Infrastructure </li></ul><ul><li>Market feedback </li></ul><ul><li>Time (or headache) to market & payouts </li></ul>
  13. 13. Therefore, <ul><li>Developers mostly not interested in developing for Indian market. </li></ul><ul><li>Consumer gets old generation apps with poor provisioning. </li></ul><ul><li>And the cycle continues .... </li></ul>
  14. 14. Truth be told <ul><li>No one has cracked the Indian pay to download mobile app market. </li></ul>
  16. 16. Unlearn the lessons of MVAS <ul><li>Apps are not ringtones or wallpapers! </li></ul><ul><li>Apps are not a single mass market </li></ul><ul><li>‘ Push’ model won’t work </li></ul><ul><li>‘ Search’, ‘Discoverability’ and ‘Provisioning’ matter </li></ul><ul><li>Understand the ‘Long Tail’ of mobile apps </li></ul>
  17. 17. Attract the best developers <ul><li>Create the paid market first. </li></ul><ul><li>Make Rev share attractive. ( hint: 20% cut after 3 months does not work ) </li></ul><ul><li>Create the feedback loop. </li></ul><ul><li>Create and Promote the developer brand. </li></ul>
  18. 18. Apply Indian Consumer trends <ul><li>The Indian consumer </li></ul><ul><ul><li>is value conscious </li></ul></ul><ul><ul><li>is not an impulsive buyer </li></ul></ul><ul><ul><li>bases buying decisions on trust (through word of mouth, internet search and social media) </li></ul></ul><ul><ul><li>changes handsets & SIM cards </li></ul></ul>
  19. 19. Why Mobikwik App Store ? <ul><li>Only Paid Apps </li></ul><ul><li>Bring global quality to Indian consumers </li></ul><ul><li>Pull not Push (hint : Google) </li></ul><ul><li>INR Micro-payments enabled </li></ul><ul><li>Kickass Web UI </li></ul><ul><li>Sticky User Base </li></ul><ul><li>Unleash the power of lone developer * </li></ul><ul><li>* 10000 downloads/month for 1 app of INR 100 ~ 7 lacs </li></ul>
  20. 20. Q&A <ul><li>Email me - bipin [at] </li></ul><ul><ul><li>for a copy of this presentation </li></ul></ul><ul><ul><li>for partnership meetings </li></ul></ul><ul><ul><li>for job opportunities </li></ul></ul><ul><li>Follow us </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>