apportunity - are app developers encashing globally?
DESCRIPTION
Ashay Padwal, CTO & Co-Founder, Vserv.Mobi’s presentation on ‘App’ortunity - Are App Developers Encashing Globally? during the Israel Mobile Summit - 2012 at Tel Aviv. This outlines why app developers should tap the global mobile opportunity.TRANSCRIPT
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APPORTUNITY Are App Developers Encashing Globally?
ASHAY PADWAL, CTO & CO- FOUNDER, VSERV.MOBI
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We Love theMOBILE ECOSYSTEM!
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Mobile Internet10BN+
Mainframe1MN+
Microcomputer10MN+
PC100MN+
Desktop Internet
1BN+
Mobile Internet10X Desktop
Internet
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Every Physical and Digital interaction will be “APPified”
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OPPORTUNITY beyond
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FACTS5
QUICK REALITY CHECK
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1 75% OF MOBILE SUBSCRIBERS ARE IN EMERGING MARKETS
75%Emerging Markets
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REALITY CHECK # 1
Are you targeting emerging markets with your mobile offering?
Will you leave out
75% of the global market?
REALITY CHECK #1
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FEATURE PHONE DOMINATE GLOBALLYeven in Developed Markets2
37%
63%
North America32%
68%
W. Europe
2%
98%
South America10%
90%
E. Europe & Asia Pacific
Smart Phones
Feature Phones
4%
96%
Africa
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… WILL CONTINUE DOMINATING IN EMERGING MARKETS
EGYPT92%
VIETNAM90%
NIGERIA90%
INDONESIA90%
SOUTH AFRICA86%
COLOMBIA85%
BRAZIL82%
INDIA82%
PREPAID SUBSCRIBER BASE
NO “CONTRACT”
WANT BEST FEATURES AT LOWEST PRICESNO HANDSET SUBSIDY
USERS PAY FULL PRICE
CAN’T AFFORD$ 400 SMARTPHONES
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All this in a phone costing less than $30
SURFS THE INTERNET
MUSIC ON LOUDSPEAKERS
PLAYS VIDEOS
PLAY GAMES
RUNAPPS
SOCIAL MEDIA ACCESS
All Phones
are SMART!
… WHILE BECOMING “SMARTER”!
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REALITY CHECK # 2REALITY CHECK #2Are you building Apps for Feature phones?
Or will you leave out 70-90% of the global market?
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MOBILE INTERNET IS THE INTERNET IN EMERGING MARKETS
DEVELOPED MARKETS EMERGING MARKETSUSA: 25%UK: 22%RUSSIA: 19%
EGYPT: 70%INDIA: 59%NIGERIA: 50%
3
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… AND MOST HAVE NEVER EXPERIENCED THE PC INTERNET!
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Mobile Only Internet Generation Device Ownership
Feature Phones
Smart Phones
FEATURE PHONE USERS LEAD MOBILE ONLY INTERNET USAGE
91% NIGERIA 77% KENYA 94% INDONESIA
75% CHINA 76% BRAZIL
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v/s
REALITY CHECK #3
Earlier,Just Another Screen
Now, The Primary Screen
You have an opportunity to rethink paradigms
Are you leveraging it to build
100% mobile experiences?
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$0.99 PAID APP MODEL WILL NOT WORK IN EMERGING MARKETS4
CREDIT CARD PENETRATION
~ 1% MOBILE PHONE PENETRATION
72.7%
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MUCH LOWER PER CAPITA GDP
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REALITY CHECK #4Do you have a differentiated monetization strategy?
Different for Developed & Emerging markets?
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MOBILE
7th MASS MEDIA
1500s: PRINTING 1900s: RECORDING
1910s: CINEMA 1920s: RADIO
1950s: TV 1990s: INTERNET
MOBILE IS THE 7TH MASS MEDIA5
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RADIO
TV
INTERNET
Mobile
Video
Music
Text/Image
Broadcast
+Interactive
MOST POWERFUL MASS MEDIA EVER!
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MOBILE ALREADY AHEAD IN INDIA
India Internet Traffic: Desktop v/s Mobile
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ADVERTISING SPENDS WILL FOLLOW USERS
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REALITY CHECK #5Are you viewing mobile as a media to reach the ‘masses’ or only the ‘technology elite’?
v/s
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To Leverage the Global APPortunitySMART WAYS
5
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Focus efforts on 2 platforms that will give widest reach
Feature phones Smart phones
NoBrand
J2ME
#1
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Localization is ideal, but even just “English” can get you quite far#2
Significant English speaking audience
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Don’t be scared of trying Hybrid Monetization Models
PAID:In-App
payment via Telcom billing
FREE:Ads
based
Hybrid Monetization
Models
#3
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Maximize distribution:look beyond platform App Store#4
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Focus on your strengths ;find the right partners for the rest
AD BASED MONETIZATIONAd Networks
DISTRIBUTIONIndependent app stores / sites
BILLINGTelco billing payment aggregators
PAID PROMOTIONMobile focused Ad agency
#5
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Focus efforts on platforms that will give widest reach
Localization is ideal, but even just “English” can get you quite far
Don’t be scared of trying Hybrid Monetization Models
Maximize distributionlook beyond platform App Store
Focus on your strengths - find the right partners for the rest
SUMMARY
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