Monetising Mobile 2: Hungama
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Albert Almeida of Hungama outlines 10 things you didn't know about the Indian mobile content market. This presentation was given at ME's Monetising Mobile conference in September 2010.
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Monetising Mobile 2: Hungama
- 1. 10ThingsYou Didnt Know About The Indian Mobile ConsumerMonetizing Mobile in Emerging MarketsLondon, September 2010
- 2. India Big On Heart & In Size 2
- 3. A Billion strong consumer base Among the world largest & fastest growing economies The worlds second largest mobile marketOver 3X more mobile phones than televisions Mobile phones leading the next wave of consumer revolutionIndia: Comfort In Numbers3
- 4. Indian Mobile IndustrySet to overtake China as the largest mobile population by 2013 Currently valued @$40 Bn and 650Mn+ subscriptions Characterized by low ARPU ($3.5) and a high rate of consumer churn Provides as many Opportunities as Challenges4
- 5. The Indian Mobile Consumer10 Things You Probably Didnt Know5
- 6. The actual subscriber base is approximately 440 MnStill larger than the entire population of USA Explains the popularity of the dual SIM device (15% share)Tele-density in urban India has crossed 100%1. An Irresistible Number6
- 7. 2. Captivating The Grassroot Consumer TooRural consumers form half the Indian mobile universe but @20% penetration, still has potential to grow
- 8. Adoption of services driven by VAS services besides mere calling 7
- 9. 3. Have Small Pockets But Big Dreams Essentially a low ARPU, prepaid market (@98%)Sachet pricing key to success for innovative productsFull song downloads @Re.1 added 6,00,000 consumers8
- 10. 4. Are Young, Restless & Mobile 50% consumers are less than 30 years old. In fact the new age mantra of the youth is Kapda (clothing) Music MobileBy 2011, 1 in 5 young mobile consumers will be from India; even today every 2nd teenager already has a mobile 9
- 11. 5. Helps Them Stay Connected Anytime, AnywhereMy mobile is A mail box / a social connect device / a jukebox / a chat deviceFacebook is the 3rd most visited site and has seen a YoY growth of over 600%A whopping over 50% claim the mobile to be their primary device for music consumption 10
- 12. Mobile internet users comprise 25% of all Internet users and have grown by 120% in the last year While trial is a challenge, adoption is almost a given Of all mobile Internet users, 63% use it daily With 3G coming in data consumption is set to increase 6. Is Their Window To The World11
- 13. Indian households characterized by single TV sets but multiple mobile phones. 1/3rd have more than one phoneTV serves as a family device often controlled by the housewifes preferencesGiven the large young, male audience mobile sees greater consumption of(S)exciting imagery and video Cricket info / scores / updates Playing games (82%)7. Is A Personal Screen 12
- 14. Smartphone adoption growing rapidlySmartphone devices grew 120% in volumesSold an estimated 5 Mn devices RBT is a reflection of selfRBT market in India is worth $ 500 MnTouchscreens / Social connect / Hi Res Camera / Apps are spoiling the consumer for choice8. Is Their Projection To The World13
- 15. Services like voice chatting, follow celebs picking up rapidlyAirtels Talk 2 Me with Bipasha witnessed traffic of over 30000 consumers in just one circle over one hour. Airtels Movie Talkies offering compressed 30 min audio clips (original time: 180 min) seen stupendous successVoice chat offering an Agony Aunt service sees heavy traction across operators9. Works As A Filler Medium14
- 16. Bollywood forms a core connect to India through its culture of song n dance, dramatic story telling and larger than life stars50 Mn strong Diaspora across the world Hungama touches 3 Bn across 40 countries everyday10. Provides A Connect To Their Roots 15
- 17. A huge market with equally huge opportunities and challengesCustomization and innovation are key to lure the consumerPrice point innovation is extremely important particularly for low ARPU consumersLocalization of content - the mantra to reach out to the massesSegmentation is a must, while Bollywood offers the largest base, devotional and regional content also thrive Appeal to the youth imperative for success Advent of 3G to drive Internet traffic and higher data consumption Rise of smartphonesales An increasingly mobile consumer seeking entertainment and social connect on the goTo Sum It All16
- 18. Thank You17
Editor's Notes
- #7: The urban consumer is far ahead in terms of mobile penetration88% urban households own a cell phone 1 out of 3 urban consumers claim to have multiple connections Dual SIM sales account for 15% of devices sold and is expected to reach 25% by end of 2011
- #8: Have as much propensity to own multiple connections as urban consumers Are key drivers for growthRural consumer driven not just by need for connectivity but also VAS servicesCustomized crop & weather advice for farmers and at-sea forecast for fisherman offered by Vodafone, Reuters & BSNL are big hits
- #9: Sachet pricing Full song download @ Re.1; added 6,00,000 consumers in six months of launch Vodafone pack @ Rs. 4 (discuss with Al)
- #10: Largest young, mobile population in the worldEstimated at 230 Mn+ and growingEvery second teenager has a cell phone Indian youth place the mobile higher than basic necessities of food and shelter Mobile is the key source to listening to music for over 50% of the youth
- #11: Single / unmarried consumers are 25% of the market Basic high school level education among a whopping 2/3rd
- #12: Mobile Internet grew 120% to reach approximately 12 Mn consumers and is around 25% of all Internet users Price and low speeds remain key impediments Google saw a 50X jump in traffic on Google Mobile from Aircel consumers after the launch of $2 / month Pocket Internet Card
- #13: Caller tunes are changed as often as 8 times / year as against 2 times / year in the UK Upto 40 Mn images downloaded per year Handsets themselves are replaced on an average once every 18 months
- #14: Smartphone devices estimated to be worth $900 Mn in 2009-10 (-23%) in value but (+122%) in volume to around 5 Mn units