If you cannot read this message, please click here
 
 
August 10th, 2012, Vol:1
 

About Trainers:

  • Certified and placed more than 1000 engineers in telecom industry since inception
  • Delivered more than 1500 days of corporate trainings in the area of 2G/3G cellular technologies
  • Executed cellular network planning and optimization assignments
  • Developed course content for major telecom OEMs
  • The core team has a total of 100+ years of global work experience with multiple telecom OEMs, Operators and vendors

Partial Client list:

  • Operators - Vodafone, Aircel, TATA Teleservices
  • OEMs (Vendors) - Ericsson, NSN, Alcatel Lucent, Huawei
  • Software / Services Organizations - Subex, HP, Mindtree, TATA Elxsi, Aricent, HCL
  • Technology Research and Development Organizations - Huawei Technologies, Nokia Siemens Networks, Marvell, TATA Elxsi
 

Editor's Words

By Sridhar Pai, ceo, Tonse Telecom

How to Distribute Mobile Apps in India?

Much is being written and spoken about need to build up data revenues in Indian telecom. Much solace is sought in the fact that India ranks one of the top 2 fastest growing markets for social networking apps such as Facebook but more important aspects of data apps: service discovery and application distribution are entirely ignored.

Unless mobile App developer companies focus on Service discovery and effective distribution, VAS products business in India will continue to under-perform. Mobile App consumption, usage will remain low, unable to harness 3G and eventually 4G network capabilities fully, generating low-end revenues and negatively impacting sector growth.

Firstly, native apps catering to Indian use and taste should be developed. Only a few minor if any, Apps have actually been built for the Indian consumer. And even if some really cool App ideas did manifest, they were completely lost in the noise of other me-too apps, never discovered or failed to monetize due to distribution challenges.

Advertisement

It is well known how operator-led app stores have fared worldwide and so its dismal performance in Indian markets is no surprise. In fact even a global mandate to create a Wholesale Applications Community from the powerful GSMA fizzled out as the WAC merged into the now bustling product category of API platform firm Apigee. While APIs have been around forever, Web-based APIs have now exploded on the scene as the technology of choice to effectively distribute digital media, content and services. As commerce digitizes rapidly, API management becomes complex and API management platforms find themselves hot commodity attracting risk capital at attractive multiples.

While technology may seamlessly spread globally, consumer behaviour and buying patterns do retain a hue of regional practices. For 'high-context' societies such as India, a mobile App is downloaded more by recommendation from 'someone you know' than by one's own urge to try something new or 'discover an App'. The quite driver behind a 'referenced App' is perhaps no different from what drives choice of college for a teenager or choice of car or other white goods purchased within a household.

Once referenced, the large Indian buyer community (past the early adopter), would like to 'have it set-up' and not necessarily tinker with it till it works. If this logic is true, the average Indian is not a 'Do it Yourself' (DIY) profile but a 'Do it for Me' (DIFM) profile.

This remarkable logic is perhaps what is making mobile applications company Onward Mobility, a runaway success. In what arguably is India's most successful breakaway model at Mobile App distribution, Onward Mobility has merged brick and motor and digital content distribution into an enviable combination.

Onward Mobility successfully brings in a 'human element of App discovery' into the App purchase process by having an in-store sales person actually pursue a potential target client to try out and buy a new mobile App. Up-market smart phone buyers shopping in malls may actually be easily pursued to buy a new mobile App and then of course you could always refer another friend to try it out. Once they have had a great experience, they could always drop in on their next mall-walk, this time with a friend and try out related Apps.

And of course, they would all like to get a little help with configuration and 'set-up'. With in-store sales persons at thousands of locations in India, Onward Mobility claims an $8 App purchase per month per subscriber –impressive, considering the national average of mobile ARPU has been south of $2.5 for some time now.

Advertisement

So is this then the panacea to all Mobile App distribution ills? May not be! While building a large in-store presence will keep Onward busy for now, their strategy could be challenged by lack of presence in tier-2 and tier-3 towns or by others such as Spice Digital who already have their own points of presence.

In any case, a human-assisted App discovery model might just fit the bill for India. This certainly demands a deeper look – else we will keep blaming poor network quality and lack of local content, while brilliant mobile Apps may be drowned in the noise and never get to meet hungry buyers who are looking for more but don't know where to find them.

Read online >>

Sridhar Pai runs Tonse Telecom, a Bengaluru-based telecom research and consulting house that is a research partner to Light Reading India.

 
AT&T Agrees to Acquire NextWave Wireless, Inc for $600 million
AT&T agreed to buy NextWave Wireless in a deal valued at $600 million, as the telecommunications company makes a long-term bet for additional wireless airwaves to help deal with the increased delivery of data to smartphones and other mobile devices. more
China Telecom to buy parent's 3G assets for over $19 billion
China Telecom, which currently leases 3G bandwidth and infrastructure from its state-owned parent China Telecom Corp, is seeking to acquire the assets to cut long-term costs.
The unit's chairman, Wang Xiaochu, said earlier this year that the assets have a book value of about 120 billion yuan, and that the Hong Kong-listed carrier plans to complete the acquisition before the end of 2012. more
Apple distances Google further with YouTube split
Apple: Google's YouTube won't be included in iOS 6. Apple has featured YouTube as a core application since the iPhone debuted in 2007. As Google has pushed into the market with its Android software -- now the most-used smartphone operating system -- the relationship between the two companies frayed. Apple also plans to replace Google's maps application with its own in the next iOS release. more
Samsung Electronics is to acquire handset connectivity and location technology from CSR in a deal worth US$310 million
Under the terms of the deal, Samsung will gain: "substantially all" of CSR's resources related to the activities, including staff; a worldwide, perpetual, royalty-free, non-exclusive licence to CSR's intellectual property used in the activities; and 21 US patents and their international counterparts, which will be licensed back to CSR. more
No more room for telecom growth in Philippines
With the unprecedented growth of the industry in the past few years, data from the World Bank showed that the Philippines is one of the countries that showed signs there may no longer be room for growth in the telecommunication sector. In its latest report, titled "2012 Information and Communications for Development: Maximizing Mobile," the Washington-based lender said the Philippines is also one of the countries where there are now more SIM cards than people. more
 
For Advertisement or to send us product/ technical release please click here

About Tonse Telecom

Tonse Telecom is a research, consulting and advisory services organization focusing on the India telecom sector. Tonse Telecom enables telecom equipment vendors, ISVs, infrastructure developers and investors for success in the Indian telecom marketplace.

Tonse Telecom has onboard, a team of reputed senior industry executives and consultants who provide advisory services on specific projects. Tonse covers a broad spectrum of telecom technologies that include Wi-Fi /BWA / WiMAX, IMS, FMC and Triple Play, VoIP, Mobile VAS, End-device Applications and Mobile Content.

home  |  wimax eco-system  |  consulting  |  Reports  | case studypress release  |  downloads
©2010 Tonse Telecom. All rights reserved. Read our legal terms and disclaimers.
 
Subscribe Unsubscribe