Mobile India: A New Era

Transcription

1 Mobile India: A New Era Dr. Madanmohan Rao Editor: Asia Unplugged, The Knowledge Management Chronicles, madan@techsparks.com

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4 The 8 Cs of the Mobile Ecosystem Connectivity Content Community Culture Capacity Cooperation Commerce Capital

5 The 8 Cs of the Mobile Ecosystem Connectivity Connectivity, bandwidth, devices, platform, interfaces, standards, portals Content News, information, databases, feeds; media/businesses/government/citizen Community Group dynamics, evolution of communities, support Culture Trust, support, openness to change

6 The 8 Cs of the Mobile Ecosystem Capacity Skills, talent, organisational support, training, HR, processes, lawmaking Cooperation Between citizens, industry, government, academia, NGOs, external institutes Commerce E-commerce/M-commerce provisions, regulation Capital Investments in ICT infrastructure, RoI metrics

7 Mobile India: Recent Developments More than 400 million subscribers (450 million by end 2009) Mobile VAS accounts to around 10 percent of the total telecom revenues 771 million users by 2013 (Gartner) Bharti + MTN? World's No.3 wireless group Reliance Mobile + Hindi news channel Aaj Tak: video news alerts (MMS), twice a day, Rs30 per month subscription; Live streaming of ICC World T20 matches Internet penetration: 5 per cent, mobile penetration: 25 per cent

8 "The Indian mobile industry has now moved out of its hyper growth mode, but it will continue to grow at double-digit rates... as operators focus on rural parts of the country. Madhusudan Gupta Gartner

9 India: Mobile subscribers GSM subscribers: 8.3 million new users in May, 8.9 million subscribers in April, million additions in March. Total in May: > 300 million Bharti: 100 million; Vodafone Essar: 74 million; BSNL: million; ; Idea: 45.5 million; MTNL: 4.2 million. Tata + NTT DoCoMo

10 Bharti Airtel + MTN Group US$60 billion in market value Revenues of about US$20 billlion 200 million subscribers 23 countries in Asia, Middle East and Africa

11 It marks the grand entry of India as an acquirer in the international telecoms industry, just as previous years saw India Inc. buy into international steel, auto and IT industries. Bundeep Singh Rangar IndusView Advisors

12 I see mobile as a big medium for Internet access that will shape up in the future. About 25% of the Rediff users use mobile phones for Internet usage. Ajit Balakrishnan Founder & CEO, Rediff.com

13 India: Bollywood, Cricket! Ram Gopal Varma Ki Aag: mobile content services firm Mauj customised movie downloads, ringtones, wallpapers and games Two games were specially designed as a tribute to the movie ' The First Attack' & 'The Last Chase Music label and online retailer Saregama India: card solution called Mobitunes

14 Mobiles have become more than just a means of communication -- they have become entertainment consoles for millions of people in India. Ram Gopal Varma Bollywood director

15 Melody-based albums sell in physical formats like CD, but trendy beats- or Western-oriented music sells better in downloads like ring-tones and caller-tones. Bhushan Kumar CEO, T-Series

16 Music is the most complicated intellectual property ever. Joe Mohen CEO, SpiralFrog

17 Music: Innovations in Mobile Entertainment Promotional content tools (eg. clip generator) Mobile content delivery platforms Digital media commerce models Playlisting technologies Auto Mobile music (vehicles: dashboard jukebox, backseat for kids!)

18 Publishers can no longer create more demand by attempting to control distribution. All content is just zeros and ones, and trying to prevent its leakage is simply futile. Gerd Leonhard Author, The Future of Music

19 TRAI 5-year plan (1999: NTP) 3G auction LTE Rural broadband MVNO VoIP

20 Mobile Startups Libra Interactive: mobile based e-learning, mobile search engine WandFlower Software: mobile learning; partners: Globarena, ipowerfour Ziva software: Zook mobile search engine LBS startups: Onze technologies, MapmyIndia, Interchain Solutions, Yulop SiliconIndia award: mobile technology player MapmyIndia Growth areas for startups: mobile TV, M-commerce, wireless security, m-advertising, healthcare, social networking

21 We anticipate Mobile value-added services (m- VAS) to grow at 70% in India over the next one year. I see huge opportunities for developers and new startups emerging in this space. Vadiraj Aralappanavar Head of mobile applications, MindTree

22 Evolution of the entertainment industry Generation 1: Control the conversation Generation 2: Invite conversation Generation 3: Join their conversation

23 Success factors Advertising industry involvement Good payment systems Operator's openness High-speed networks combined with flat fee data

24 Challenges Rights of entertainers: who owns IPR? Flat rate systems of payment: what is a good rate? The New Mindset: understanding new media behaviours, new analytics, new engagement techniques Alignment

25 Musicians will therefore have to go back to what they did before the brief interruption of the mass media age: perform live, hit the travel circuit, and continuously cement relationships with their audiences. Madanmohan Rao

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