google represented at the mobile vas 2009
TRANSCRIPT
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MVAS and Mobile InternetConflict and convergence
Suresh Jayaraju
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Operating in the new frame3
The New framework2
Issues in MVas1
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All is well with MVas India?
Source: IAMAI Mobile VAS Report April 2008
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Issues
Revenue Models / Business Models
- What's my count today - Incentivisation- NPD / R&D - Squeeze
- Hurry, innovate- Product Planning - User experience, - Reporting
VAS Products Development
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Openness!
Desktop Internet • Best products win
• Choose products, not providers
• Competition is just a click away
• Entry with few $$’s
• Ad’s reward productsMVAS not
Open Platform likedesktop Internet
Most issues in VAS would cease to exist on open platforms like Desktop Internet
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Operating in the new frame3
The New framework2
Issues in MVas1
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1. Proliferation of Mobile Internet
2. Penetration of Smartphone's
3. Development of Browsers
Emergence of a New Framework
• It’s a start• No one size fits all• Address India’s US and Japan First
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1. Proliferation of Mobile Internet
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Proliferation of Mobile Internet worldwide
Source: IDC, comScore, IAB and Merrill Lynch Estimates, June 2008, Google Estimate
200 millionComputer
Browsers Shipped
240 millionMobile
Browsers Shipped<By the end of 2009…
9
In 2011, Smartphone search rates are
expected to exceed PC search rates of
2007
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Google India Mobile Internet Growth
Active GPRS users estimated to be 20to 25Mn
40% of Desktop Internet users
Q3, 09
Google Mobile Search Inventory growing at 60% QoQ /
Quadrupling every year
Q2, 09Q1, 09
Numbers Indexed for confidentiality
100
150
250
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The Metro PCS – “The leader in Unlimited”
• 51% YoY growth in its subscriber base - Q1 ’08 – ’09 ; the fastest % growth among all US operators
• Mobile Internet Offer:1 month of free web-access at sign-up, Flat rate unlimited data access thereafter (for $5 per month)
• Metro internet traffic grew >2.5x more quickly than another global carrier with 10 times as many users and a 3G network, Nearly half of Metro’s subscribers use the mobile Internet
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Proliferation of Mobile Internet
Happy GPRS
(weekends)
Happy GPRS 2 (24x7)
Mobile Internet traffic, Iran 2007-08Mobile Internet traffic, Algeria 2008
Iran: Irancell internet traffic spiked when it introduced its “Happy GPRS weekends”
plan-with near-free Internet access
Algeria: Internet traffic spiked when Nedjma offered its subscribers “3MB
free every Friday”
“Globally, half of all new Internet connections in 2009 will come from a phone” (eMarketer 2008, 2009)
* Note: (1) In all cases, we have used Google internal traffic data as a proxy for overall mobile browser traffic
(2) Mobile subscriber data used in this analysis is from Informa / WCIS reports + individual company investor reports
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Mobile Data Plans becoming affordable in India
Unlimited Data Plans- 2009
Mobile Data plan pricing across operators
Expected downward spiral on data prices
Data plans at Rs.98/- and 95/-unlimited browsing is setting the stage
for affordability
• Data Plan < 100 = 5X Google Mobile
• 5 New Operators
• 3G dream• MNP
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2. Penetration of Smartphones
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Global Smartphone penetration
70%26%
5%20%
0%11%
46% 53%
In 2011, Smartphone search rates are expected to exceed PC search rates of 2007
• US smart phone use grew 70% to 34 million• Smartphones account for roughly 20% of sales in N.A., a
dramatic increase over the past year• 24% of smartphones in the world are in the US
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Over 30 million iPhones sold to date
Over 50,000 iPhone apps
Over 1,000,000,000 app downloads
Accounts for 50% of mobile web trafficin US
iPhone & Android are Game Changers
Several million Android Devices sold
Ranked #2 in mobile web browsingIn 5 short months
Over 18 Android devices in market in 2009
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India Smartphone penetration
* Source: Operator/OEM survey plus data shared by partners
0
2
4
6
8
10
12
14
0 2k 4k 6k 8k 10k
12k
14k
16k
18k
20k
22k
24k
26k
28k
30k
INR (in k)
Vol
umes
(in
M)
Volumes of top devices at each price point, over 1 year
No device above 8k doing 1M+ volume
1 million
Samsung Star Full touch screen, 3G browsing phone
Available at sub Rs.10K in India
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3. Development of Browsers
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New Age Browsers - The Start of a Platform Transition
• Comparable to PC
• Multiple page support
• Zoom in and out
Full Scale HTML BrowsingMobile WAP Browsing
• Optimized for mobile
• Minimal navigation
• Quick loading19
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What’s interesting about new age browsers
Phones now have• Eyes, • Ears, • Skin • Location• Motion sensor
Google Voice Search
Android and iphone - Webkit platform , HTML5, - Standardization - Web apps- Rich Media experience
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Operating in the new framework3
The New framework2
Issues in MVas1
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Open Platforms and Products
Product Marketing
- Try n Buy
- SPAM?
- Product appeal and features
Product Development•Global footprint,
•Competition will be a click away
•Common Open Platform
•Certified tested products
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Revenue and Business Models
Partners in round table
- Device OEMs,
- Platform owners
- Operators
- Developers
- Content providers
Direct, Indirect Streams
Multiple Streams
- Ad revenue
- Product sale,
- Subscription
- Pay per view/ Pay per use….
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VAS was Internet Limited !.....
With Mobile Internet MVAS becomes unlimited
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Thanks