Ronnie05's Blog

India: The Internet Habit

Posted in Internet and Search by Manas Ganguly on February 14, 2010

While 47% of India is “mobile”, a study of Internet Users in India released by JuxtConsult has put the internet penetration of India to be 4.2%. The bad news is that this number has actually declined versus 2008, the good news is that within the regular users, Internet is fast becoming a Habit. Refer to the pressentation for more interesting details.

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Indian Telecom Story(Part XII): Projection of Indian Internet Growth

Posted in Industry updates by Manas Ganguly on July 15, 2009

India could have 500 million internet users, 100 million broadband connections and 100 million connected devices by 2012, provided infrastructural bottlenecks are removed and 3G and Wi Max networks are rolled out early according to Indian industry body representing the IT hardware MAIT.

MAIT has set for itself an ambitious target–Goal 511– for achieving 500 million internet user, 100 million broadband connection and 100 million connected devices by 2012.This calls for strengthening of the national IT infrastructure along with the physical infrastructure on a priority basis

At present, there are 60 million internet users, three million broadband subscribers and about 1-2 million connected devices in the country.

The numbers indicate a 9X increase in internet connections, 33% increase in broadband access and 50% increase in internet connection devices (including smartphones and other connectivity based devices).This would also require early roll-out of 3G and Wi-Max networks.

The Indian political scene and economic deficits would impact the spread and reach of internet across the country

Asia/Africa: The Internet penetration challenge

Posted in Internet and Search by Manas Ganguly on July 1, 2009

A recent release of detailing the world internet usage and population statistics (Q1, 2009) points to a compelling opportunity for internet marketers and portal designers in Asia and Africa. With a weight-age of 70% of total population of the world and a lower-than-mean penetration, the internet revolution is waiting to happen here in the next decade. The good thing about Africa and Asia is that barring a few countries, most of these states are supportive of efforts to increase the telecom and internet infrastructure. However, the internet conquest here will have a completely different set of rules compared to North America, Western Europe and Australia. While the big and long term opportunities lie in Asia and Africa, one must not be unmindful of Latin America/Caribbean and the Mid East (or even Eastern Europe), which are the medium term opportunity spots. While N America, W Europe and Australia are the first wave internet states, L America, Mid East and Eastern Europe will be second wave internet states and Asia/ Africa will be the third wave internet states.

Internet Users Data

The rules of the internet conquest will have to change and will require some fundamental re-thinking of re-packaging the delivery. Here are a few pointers towards the new rules of the game:

1.English got Internet, where it is today, but going forward, English may be limiting. It is not hard to associate a higher penetration of internet with the English world (North America, Western Europe and Australia).

This thus places emphasis on language of internet delivery: Mandarin, Hindi, Malaya, Tamil, Urdu, Swahili and more. English literacy will not drive economic and human development in these states. The mode of deliverance will be the local language.

2.The spread of internet in N. America, W.Europe and Australia has largely been acknowledged to proliferation of personal computing devices

Penetration in the second and third wave states, will depend on Telecom penetration and hence the mobile phone/handheld devices will become the harbingers of the internet revolution. By handhelds, I do not mean the fancy up-market smart-phones but basic $40/60 phones.

3.Existing subscription or ad based models may not be useful for these emerging markets. Revenue, Profitability and Sustainability models find the internet business space to be extremely slippery even in English speaking regions where culture, usages and habits are somewhat contiguous.

For the second and third wave states, customization to language, habits, cultures, money usage, and payment mechanisms will pose a significant challenge to marketers.

4.The first wave states browse the internet on computers, laptops, net-books, tablets and smart-phones. There is a high per capita consumption of content, ads, minutes of usage, search for information etc. High Def Content including text, audio, video form a part of the delivery mechanism.

Device limitations will influence content delivery. Content focus has to be sharp and light. One will have to judiciously use the knowledge of the local markets, mix them up smartly with business objectives and keep the content sharp and focused. Content delivery will also be a critical variable. Keeping in mind the infrastructural shortcomings, content delivered may only be uni-dimensional in nature (only voice or only text).

5. The business transactions in the first wave states are credit/debit card based and have a narrow bandwidth of services. Booking airline tickets, buying books, music and flowers, accessing paid information or content is only a privilege of the top 5-7% in the second and third wave states.

The challenge is to cater to the basic needs of the population better. The delivery medium here has to be much broader and involve more public utilities, health services, department of posts, Agriculture and Labour ministries or groups, banking groups etc. This involves a re-defining of the eco-system of delivery.

6. The problem of platforms, browsers and OSs is a vexing one even in the age of computing devices. The adaptabilities and compatibilities will be another challenge when the medium of delivery shifts to a basic phone.

Thus the delivery medium needs to be platform agnostic and will sit on a server preceding the mobile phone in the value delivery chain. For eg. a server that processes a consumer request, links up to the relevant website/portal, accesses information, downloads it on itself and then plays it back to the user after customizing the content. (Eg. The server receives a weather update, visits the local meteorological department portal, downloads data, coverts it into local language text/voice and plays it back to the user.) 

7. The purchase mechanism and purchase price is primarily on credit card/internet banking basis. This is a high security risk situation but the most prevalent one because of the purchase habits of the consumer in the first wave countries.

The Second and third wave user is a very cautious spender and frugal as well. He does not own credit cards and the payment mechanism will have to involve the Telecom Operator. Such tie-ups would be critical in bringing internet enabled access to the user. There is a space for MVNEs and MVNAs playing a meaningful role here connecting the Solution provider, Telecom operator, Finance provider, Systems provider etc.

Internet Marketers are yet to meet the real challenge of deep penetration in the Asian and African markets, and the pointers given above would be critical for building sustainable depth.

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VAS: Increasing penetration and revenue

Posted in Revenues and Monetization, Value added services and applications by Manas Ganguly on March 19, 2009
Covering a Linked in Discussion, on Increasing penetration and revenue of VAS services in India.
How to Increase penetrations and Revenue for various VAS services?
Given the present scenario, getting a bigger wallet share for VAS services from the consumer seems to be the biggest hurdle? How can the consumer be incited to use various new VAS services that come up? Is tariff discounting or offering Free Try n Buy the only way to let the consumer have a feel of the service?? 

Hi Anoop 

Your Q seems to have generated a healthy round of discussion and here is my take adding to the muddle 

I come from a Marketing related view guided by two basic tenets 

1. Supply and Demand 

Music, H/Bollywood, Games, Ringtones, Singtones, Cricket is what most of the VAS revenue is based up on (Currently). There is a healthy demand for this but supply is manifold leading to commoditization. Hence the need for innovation in VAS! (Think Medicine, Think Train Ticketing/ Think Fitness/ keep thinking..) 

2. The Age old Construct of the 4Ps. 
We have a Product/Service and currently we are trying to push mass usage through Tariff discounting (Pricing Strategy). A few Opinions beforehand have already mentioned Retail Push (Place) and Cross Selling/Up selling and Consumer Education(Promotions). Even more, we have spoken about Profile and Behavioural based Targetting (a very high order mechanism) 

My take on the VAS markets in India : 

1. We need more stakeholders in the ecosystem. Currently it is only the VAS provider and the Operator. Hence the scope in VAS development and deployment remains limited. 

2. The Indian Consumer is averse to Credit Card and Mobile Payments. I am not surprised about VAS ARPU of Rs.25 (as cited by Rahul). 

3. We are limited in content.Games + Music + Entertainment form 36% of VAS applications in US. The next 36% is Books, Utilities, Education, Lifestyle, Productivity, Travel, Fitness, Sports etc. Social Networking as VAS content has also been less exploited. 

Point 1,2,3 (More Stakeholders, Wider content, Paying Mechanisms) lead me to the end of my argument, which i will elucidate with an example: 

How about partnering with VLCC for beauty tips, reserving apointments, reminders etc etc? 
How about partnering with Apollo hospitals to provide a range of services on a VAS platform? 
Tie ups with Local Gyms to disburse mobile services to its members? 
Taxi services and Train/Flight Booking via VAS…. 
The possibilities are endless if you take the unconventional route to VAS and application monetization.The business model would be a win win win design for the consumer – Telco + VAS – Solution provider. 

Would consumers pay? They already do… and a minor addition in terms of taking services mobile will not hurt them if they are hung up on VLCC, Apollo and the likes… 

End points: 
1. Dont invent new needs and delivery mediums, instead tap the consumer needs at the right places and occasions 
2. There is a fundamental need to move away from Telco VAS provider (Duopoly mindset) to a tag along/second fiddle mindset with the solution provider. 

Hope this is somewhat leading to the right direction.

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