Google Represented at The Mobile VAS 2009

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Google Represented at The Mobile VAS 2009

  1. 1. Suresh Jayaraju MVAS and Mobile Internet Conflict and convergence
  2. 2. 1 Issues in MVas 2 The New framework 3 Operating in the new frame
  3. 3. All is well with MVas India? Source: IAMAI Mobile VAS Report April 2008
  4. 4. Issues VAS Products Development - Hurry, innovate Revenue Models / - Product Planning Business Models - User experience, - Reporting - What's my count today - Incentivisation - NPD / R&D - Squeeze
  5. 5. Openness! Most issues in VAS would cease to exist on open platforms like Desktop Internet Desktop Internet • Best products win • Choose products, not providers • Competition is just a click away • Entry with few $$’s MVAS not • Ad’s reward products Open Platform like desktop Internet
  6. 6. 1 Issues in MVas 2 The New framework 3 Operating in the new frame
  7. 7. Emergence of a New Framework 1. Proliferation of Mobile Internet 2. Penetration of Smartphone's 3. Development of Browsers • It’s a start • No one size fits all • Address India’s US and Japan First
  8. 8. 1. Proliferation of Mobile Internet
  9. 9. Proliferation of Mobile Internet worldwide By the end of 2009… 200 million 240 million Computer Browsers Shipped < Mobile Browsers Shipped In 2011, Smartphone search rates are expected to exceed PC search rates of 2007 9 Source: IDC, comScore, IAB and Merrill Lynch Estimates, June 2008, Google Estimate
  10. 10. Google India Mobile Internet Growth Numbers Indexed for confidentiality 250 150 100 Q1, 09 Q2, 09 Q3, 09 Active GPRS users estimated to Google Mobile Search Inventory be 20to 25Mn growing at 60% QoQ / 40% of Desktop Internet users Quadrupling every year
  11. 11. The Metro PCS – “The leader in Unlimited” • 51% YoY growth in its subscriber base - Q1 ’08 – ’09 ; the fastest % growth among all US operators • Mobile Internet Offer:1 month of free web-access at sign-up, Flat rate unlimited data access thereafter (for $5 per month) • Metro internet traffic grew >2.5x more quickly than another global carrier with 10 times as many users and a 3G network, Nearly half of Metro’s subscribers use the mobile Internet
  12. 12. Proliferation of Mobile Internet Mobile Internet traffic, Algeria 2008 Mobile Internet traffic, Iran 2007-08 Happy GPRS 2 (24x7) Happy GPRS (weekends) Algeria: Internet traffic spiked when Iran: Irancell internet traffic spiked when it Nedjma offered its subscribers “3MB introduced its “Happy GPRS weekends” free every Friday” plan-with near-free Internet access “Globally, half of all new Internet connections in 2009 will come from a phone” (eMarketer 2008, 2009) * Note: (1) In all cases, we have used Google internal traffic data as a proxy for overall mobile browser traffic (2) Mobile subscriber data used in this analysis is from Informa / WCIS reports + individual company investor reports
  13. 13. Mobile Data Plans becoming affordable in India Unlimited Data Plans- 2009 Mo bile Da ta pla n pri ci n ga cro ss op era t or s Data plans at Rs.98/- and 95/- Expected downward spiral on data unlimited browsing is setting the stage prices for affordability • Data Plan < 100 = 5X Google Mobile • 5 New Operators • 3G dream • MNP
  14. 14. 2. Penetration of Smartphones
  15. 15. Global Smartphone penetration 70% In 2011, Smartphone search 26% 5% rates are expected to 20% exceed PC search rates of 2007 0% 11% 46% 53% • US smart phone use grew 70% to 34 million • Smartphones account for roughly 20% of sales in N.A., a dramatic increase over the past year • 24% of smartphones in the world are in the US
  16. 16. iPhone & Android are Game Changers Over 30 million iPhones sold to date Several million Android Devices sold Over 50,000 iPhone apps Ranked #2 in mobile web browsing In 5 short months Over 1,000,000,000 app downloads Over 18 Android devices in market Accounts for 50% of mobile web traffic in US in 2009
  17. 17. India Smartphone penetration 14 12 Samsung Star Full touch screen, 3G browsing phone 10 Volumes (in M) Available at sub Rs.10K in India 8 6 No device above 8k doing 1M+ volume 4 2 1 million 0 0 2k 4k 6k 8k k k k k k k k k k k k 10 12 14 16 18 20 22 24 26 28 30 INR (in k) Volumes of top devices at each price point, over 1 year * Source: Operator/OEM survey plus data shared by partners
  18. 18. 3. Development of Browsers
  19. 19. New Age Browsers - The Start of a Platform Transition Mobile WAP Browsing Full Scale HTML Browsing • Optimized for mobile • Comparable to PC • Minimal navigation • Multiple page support • Quick loading • Zoom in and out 19
  20. 20. What’s interesting about new age browsers Phones now have Android and iphone • Eyes, - Webkit platform , HTML5, • Ears, - Standardization • Skin - Web apps • Location - Rich Media experience • Motion sensor Google Voice Search
  21. 21. 1 Issues in MVas 2 The New framework 3 Operating in the new framework
  22. 22. Open Platforms and Products Product Development •Global footprint, •Competition will be a click away •Common Open Platform •Certified tested products Product Marketing - Try n Buy - SPAM? - Product appeal and features
  23. 23. Revenue and Business Models Direct, Indirect Streams Multiple Streams - Ad revenue - Product sale, - Subscription - Pay per view/ Pay per use…. Partners in round table - Device OEMs, - Platform owners - Operators - Developers - Content providers
  24. 24. VAS was Internet Limited !..... With Mobile Internet MVAS becomes unlimited
  25. 25. Thanks

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