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Keynote:
Mobile Applications!
The Huge Market Potential,
Do’s and Don'ts

By
Sam Gulve
President, Innovate Vertical Solutions

Mobile: Always On

Proprietary & Confidential - Innovate Vertical Solutions Pvt. Ltd.

Mobile: Always With You


Mobile: Ubiquitous Signal


Mobile: The 6th Sensory Organ

Every one has it and it has become increasingly affordable and
available. No inherent divide along the lines of rich/poor,
Literate/illiterate, developed/developing geography,
urban/rural etc.
Personal
Always on and always with you
Used in interacting with ones environment
Increasingly used in everything one does

Best integrated to humanity. No parallel in history


Mobile: The Latest and Greatest Mass
Media Channel
7th Mass media channel after Print, Recording, Cinema, Radio,
TV and Internet
Some numbers to ponder:
World Population: 6.7B
Newspaper global circulation: 1.7B
TV sets in the world: 1.5B
PC’s in the world: 1B+
Internet users in the world: 2B+
Mobile subs: 5.3B (77% of world population, 3.8B in emerging geographies.)
Over 90% of world population has a mobile signal available in easy reach.
1.3B Handsets were sold last year
This year over 4B sms users would send 8T+ sms’s


Mass Media: India Context


SMS’s still rule the roost


Mobile: Unique Facets
Success of mobile as mass media and its potential in bringing
uniquely useful services to consumers stems from,
1. Personal
2. Always on
3. Always with you
4. Built in payment channel
5. Available at the point of creative impulse
6. Most accurate at measuring its audience
7. Only mobile can comprehensively capture the social context of
consumption
8. Only mobile can offer augmented reality


Mobility:
Uniquely Huge Opportunity
Without rehashing the numbers no matter how we slice it the
underlying opportunity is HUGE!!
Before jumping headlong its important to ponder;
In the world of Mobility where are the nascent yet potentially large
opportunities?
Are there any Do’s and Don’ts that can improve the odds of success?


Where are the nascent yet potentially
large opportunities?
Mobile is a “tool” for the masses and tools are used to making
“something else” (objective), faster, better and cheaper.
What’s this “something else”?
Clues from human “Activity Clock”
Mckinsey study.
Broader domains of activities we engage in
Slicing by segments.
Across segment, portfolio of activity by time and money varies based
on segment characteristics (age, profession, sex, Socio-economic
strata, level of education, geography etc.
Characteristics of mobile usage also varies by segment


Activity Domains
Though distribution of domains of activities varies widely across
segments, the set of domains is finite.
Humans engage in,
Earn a living, look for better opportunity
Raise children
Trade and transact (buy/sell)
Manage assets/belongings
Find information (satisfy curiosity)
Solve problems
Communication and socially interact
Educate themselves
Take care of health (preventive or remedy)
Seek entertainment/amusement
Seek spiritual solace
Plan and perform tasks
Comply to laws etc.


So the answer is….


Utility VAS:
Nascent and high potential opportunities
Currently VAS dominated by entertainment/leisure
Utility VAS covers “necessities” such as Health, Education,
Commerce, Government etc.
Each of these domains have extremely large markets
Each domain is a complex composite of large number of
consumer centric use cases
These are perpetual necessities and not susceptible to “fad
like” market swings.
Mobile has the ability and opportunity for intervention to
improve upon the current state of many of these use-cases.
Its not too late, the interventions have just begun.


Do’s and Don’ts
Fundamentals of value creation are still same, even in mobility.
Take something big and important and make it Faster, Better
and Cheaper.
Mobile is not just “another” screen but represents a different
usage paradigm. Don’t just “mobify” everything.
To select the most high potential use-cases for intervention
look at
Where mobile usage paradigm has distinct advantage over current
state of affairs.
Know thy consumers. FMCG like discipline necessary.
Domain trumps technology. Understand current use-cases thoroughly.
Keep an eye on environmental issues and avoid legally and politically
charged areas.


Do’s and Don’ts continued…
Use-cases that are dynamic and require server intervention are
obviously more sticky, have longevity and can demand higher
pricing.
Tying up the relevant telecom as well as the domain eco-system is
absolutely critical and leads to simplicity and value.
Translating use-case/domain knowledge along with the deeper
understanding of the relevant consumer segment into correct
manifestation of the application is mandatory for adoption
Emerging geographies are epicenters for utility VAS innovation, so
you are in the “right” place
Emerging geographies scream for “simplicity” and ease of use.
Emerging geographies still dominated by feature phones and
voice/sms as key bearers…don’t ignore these.
Emerging geographies buy a lot of “local” handsets…don’t ignore
these.


Do’s and Don’ts continued…
Inherent power of mobility stems from the “mass” effect. Ideal business
models focus on serving large segments of consumers, low per unit pricing,
and recurring revenues via subscription or usage based pricing. So don’t
ignore middle and bottom of the pyramid (socio-economic and
technology).
Discovery remains the biggest challenge. Use domain specific traditional
channels to help getting to critical mass
Mobile can yield hugely rich contextual data. By using this innovatively and
ethically would lead to ease of use by overcoming small “real-estate”
problem and lead to much higher value.
Overall mobile eco-system is headed in the right direction (a lot of tail wind
in your sails) in terms of
regulations,
alternate payment,
general public getting savvier with mobile technology
Smarter phones and networks and rapidly increasing adoption of both
Increasing affordability


Rich Context!


Summary
Mobile is an unprecedented technology that has the potential to
significantly further change the world
Huge economic value creation opportunity…could be orders of
magnitude bigger than internet.
Emerging geographies the place to be.
Mobile represents a different usage paradigm
Utility VAS applications the new frontier.
Need to focus on domain and consumer segment knowledge
Pick important, large use cases where mobile usage paradigm has
inherent advantage in making it “faster, better and cheaper”.
Do’s and Don’ts to help improve odds
Environment and eco-system providing the tail-wind so the time is
NOW!!


About Me
Not just pontificating but am one of you…putting money
where my mouth is.
26+ years in Technology Industry
Rich multiple geography experience across entire mobility eco-system
Know how the big companies think and do. Thanks to AT&T, Netscape,
Amdocs, Avaya, Spice etc.
Prior multiple startup experience…rode the internet wave too
Hugely passionate about Mobility. Decided to go back to startup
world…
Currently doing a mHealth company. Another on the anvil.
Helping many startups and on boards of a few.
Contact: samgulve@gmail.com


Why Mobile Health?
Healthcare services especially in emerging geographies
are woefully inadequate (reach, cost and quality) and
getting worse.
Mobile technology and eco system with its unique
characteristics (ubiquitous, personal, always on, always
with you, vast geographic reach, built in payment
channel, highly contextual) has potential to alleviate
Healthcare Industry problems.
The opportunity to make a difference and the market
size is huge (in billions of dollars)
The mobile health industry, after years of pilots and
trials is poised to hit the inflection point.


About IVS
Innovate Vertical Solutions (IVS) is a private limited company formed by
seasoned leaders of Telecom and Health Care in India..
Formed after three years of detailed study and research on the health care
needs of a emerging geographies (such as India) and how the
unprecedented penetration of Mobility can be leveraged to address the
same. Our health related applications are offered under the brand
HealthHope.
IVS has tied up with a number of leading healthcare professionals, bodies
and facilities. Health care content and services provided by IVS are
sourced from and supported by these partners.
IVS focuses on key consumer segments and key health related use-cases
and has designed and developed a comprehensive set of useful & sticky
health services: For example ask-Doctor, make-appointment, Youth tele-
social groups, Support Groups, Talk2Baby™, Care4Baby™, especially 4kids
etc.


About IVS
IVS’s mobile health services bring quality healthcare to masses in an
affordable, high quality and easy to use manner.
We differentiate from potential competitors on the basis of our
comprehensive service portfolio, relevance of our services garnered from
deep consumer insights and focus on specific need based user segments,
quality of our suppliers and partners and ease of use.
IVS has immediate Reach to 70 million BSNL (Indian PTT) subscribers
growing to 480 mill+ as it expands across Operators within the first two
years of operation.
HealthHope shortly going live across several operators both in India and in
other geographies.


Vision & Mission Statement
We envision a healthier and safer world for all, where irrespective
of who the individual is, they have access to reliable, affordable,
efficient and interactive access to trusted health related
information & services where they need it, when they need it
and in the form that they need it in.

We strive to continually leverage emerging technologies such as
mobile and communication technologies, key partnerships and
innovation in business models to bring better, faster and more
efficient/affordable health related services to masses.


Thank you

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