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Mobile Enabling The revolution has begun The Dark Lords

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Page 1: Mobile enabling

Mobile EnablingThe revolution has begun

The Dark Lords

Page 2: Mobile enabling

Mobile Internet goes Mainstream

• There are over 2.4 billion Internet users in the world, of which 1.5 billion access the Internet through their mobile devices either as a primary or a supplementary device

• In less than 7 years, the number of smartphone users has already crossed 1 billion as against 1.5 billion PC users

• Facebook has crossed a billion monthly active users, of which over 819 million access it through a mobile device; 41% of Facebook’s revenues came from mobile in Q2 2013.

Page 3: Mobile enabling

Explosion of all things Mobile

• Smartphones are expected to grow at a rate of 20% to reach 2.2 billion by 2015

• Tablet sales are expected to grow at a rate of 33% from 118 million units in 2012 to 369 million units by 2016

• Android is expected to overtake Windows to be the most used platform on computing devices by 2016, with 2.3 billion devices

• M-tailing (purchase of products through mobile devices) has grown rapidly to reach 11% of total e-tailing in the US in 2012, and is projected to reach 24% of overall e-tailing by 2016

Page 4: Mobile enabling

What’s in it for Businesses ?

The growth of social media and the ability of mobile devices to add location to the product mix is providing opportunities for businesses to fundamentally alter the way users engage socially or the manner in which they purchase goods and services. This is leading to the re-imagination of several business models.

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Transformation

Page 6: Mobile enabling

India Goes Mobile!Projections of smartphone penetration reaching 382 million by 2016 ,given IDC’s projections of 155.6 million smartphones to be shipped to India in 2016.

Page 7: Mobile enabling

Shift in Demographics• The highest penetration of PC-Internet is in the

25-34 age group. Surveys such as Nielsen indicate that the highest penetration for mobile Internet is in the age group 15-24.

• The share of mobile Internet users in developed countries is in the range of 20%-25% and much higher in developing countries (China-38%, South Africa-57%, Indonesia-44%) indicating that mobile Internet is bridging a gap in these markets

Page 8: Mobile enabling

Mobile MonetizationMobile is the fastest growing sub-segment across digital advertising, paid content and digital commerce

Mobile Monetization

Digital Advertising Paid Content Digital Commerce

Page 9: Mobile enabling

Mobile Advertising• Indian mobile advertising market potential estimated

at INR 2,800 Cr by 2016

• Given that traffic share of mobile Internet is expected to grow to 28% by 2015,the mobile advertising market is poised for some exciting times ahead.

It is essential to ensure that the ecosystem for mobile advertising falls in place – with better targeting capabilities, more engaging ad forms, better post-click management and increased awareness among advertisers.

Page 10: Mobile enabling

Paid Content• Generating revenue through paid content on mobiles

is exploited by companies across various segments.

--games (Activision Blizzard and Electronic Arts) --music and videos (Apple, Sony, Comcast, Walt Disney and Viacom), --news and e-books (Amazon and News Corp).

Page 11: Mobile enabling

App Stores• Paid apps are driven by two types of revenue streams

– (a) paid-only model, where the customer pays to

download the app from the app store(b) “Freemium” model

• Indian Companies can focus on these app stores to increase their brand awareness and customer base.

Page 12: Mobile enabling

M-Commerce :: A new opportunity Mobile commerce failed to impress until 2010 and constituted less than 3% of e-commerce in most mature markets.

Mobile offers a differentiated value proposition against PC-Internet e-commerce models and that is “commerce on the go”.

Categories like ticketing, utility payments, recharge and travel are extremely well suited for the mobile medium and have been early ones off the blocks.

Mobile purchase of physical products has been slower to pick-up, but there are strong use-cases emerging make it a mainstream channel for retailers.

Page 13: Mobile enabling

Who’s doing it right ?BookMyShow.com

• M-commerce was a success in India and became one of the first Indian digital commerce companies to match-up to its global peers in terms of consumer adoption of the mobile medium.

• 25% of BookMyShow’s sales happen through mobile devices. They reached this milestone in <2 years of launching their mobile apps.

OTA’s (Online Travel Agents)

• Cleartrip, with an outstanding mobile interface, already gets around 12% of its total bookings and 20% of its searches from mobile devices

• Within 6 months of launch, RedBus’ mobile apps have been downloaded more than 380,000 times and contribute over 7% of their overall bookings.

• MakeMyTrip, India’s leading OTA, has reported around 700,000 downloads for its mobile app that attracts more than 8.5 million unique visitors monthly.

14% of the total mobile web visits in India were to m-commerce websites in September 2012, indicating significant potential.

The larger e-tailing players have been witnessing rapid growth in their mobile traffic over the last year, which is only likely to gather pace going forward.

Page 14: Mobile enabling

“Mobile continues to rewrite the commerce playbook, and we continue to be a mobile commerce and payments leader,” - Mr Donahoe(CEO Ebay.com)

eBay mobile finished the year with $13 billion in volume – more than double the prior year

PayPal mobile handled almost $14 billion in payment volume, more than triple the prior year.

Company Focus :: Ebay.com

Page 15: Mobile enabling

How it workseBay mobile applications serve as a gateway to the world's largest marketplace. You can manage all your eBay activity on the go.

At eBay, once shoppers log in on a device, they do not need to log in again. Their information, like shipping and credit card details and saved items, syncs across all their devices.

If an eBay shopper is interested in a certain handbag, and saves that search on a computer, eBay will send alerts to her cellphone when a new handbag arrives or an auction is about to end.

With eBay mobile you can:

Search, Bid, Buy or Make offers on unique items from ✓ around the world

List your items for sale in minutes✓ Use the barcode scanner to find items, compare prices or ✓

start a new listing "Free in-store pickup" option to buy items from local ✓

retailers on eBay and pick them up in a store nearby at a time that's convenient to you

✓ Track your packages

✓ Save your favorite searches and sellers for quick access to the latest inventory

Revise your listings and manage your eBay business on the ✓ go

Page 16: Mobile enabling

Mobile continues to be a strength and source of growth for eBay, with mobile enabled commerce volume jumping 75 percent.

Twenty-two percent of the company’s sales are via mobile, as eBay added 3.2 million new mobile users across its entire suite of apps.

In Q3 2011,3 purchases / Sec made on mobile devices globally

More than 50 Million App Downloads

Mobile users are “the users of the future.”

Page 17: Mobile enabling

Challenges :: Competition• Square, the mobile payments company, on

Wednesday introduced an online marketplace that could mean more competition for ebay.

• Square Market is a platform for businesses to sell everything from handmade jewelry and furniture to yoga classes and salon services. Businesses can use the Square app on a smartphone or tablet to sell their goods, process payments and potentially reach new customers by expanding beyond brick-and-mortar confines.

Challenges :: App GlitchesUsers often complain that the mobile app would not let them log in to their accounts and thus leave 1-star reviews for the eBay app.

Thanks to the glitches, some buyers were unable to update bids on auctions they had been bidding on.

"Cheers for the crap update. Ive now lost out on alot of auctions i was bidding on. Cant even open the damm app! Seriously pathetic guys", wrote one mobile shopper.

Such reviews affect the image and efficiency of M-commerce by eBay .

Page 18: Mobile enabling

Investments for the Future• Ebay‘s PayPal subsidiary has acquired

Chicago-based payment processing company Braintree for $800 million in cash.

• Braintree enables companies to seamlessly set-up payments online through merchant accounts, mobile apps, credit card storage, and payment gateways.

Page 19: Mobile enabling

Cashing in on Thanksgiving ‘13

• Compared to Thanksgiving 2012, the eBay-owned company saw a 91 percent increase in consumers shopping through PayPal mobile around the world.

• PayPal also revealed consumers in the US mainly took to their mobile devices to shop throughout the day. That being said, the busiest time was between 7:00 PM and 8:00 PM PST.

Thus, though there is a plethora of challenges in the mobile world for ebay, the mobile world presents opportunities for ebay to increase customer retention, market penetration and facilitate a customizable and friendly environment for their mobile users.

Page 20: Mobile enabling

Company Focus :: Facebook

Page 21: Mobile enabling

“Facebook is a Mobile company”• Facebook did not have a monetization mechanism on the

mobile at the start of 2012, yet had large portions of their traffic going mobile. They took up a transformational journey to become a mobile company which understood mobile monetization.

• Social networks account for 30% on mobile devices, and Facebook accounts for a major portion it.

• The number of mobile users for Facebook has increased significantly, and has overtaken the number of PC users for the first time

• Facebook accounted for 23% of the total time spent on apps by mobile Internet users and the second most engaging app was Instagram (also owned by Facebook)

• Facebook started the year 2012 with zero mobile revenues and ended it with 23% of its revenues coming from mobile

• “Today, there is no argument, Facebook is a Mobile company…

Mobile is the perfect device for Facebook for three reasons; it allows us to reach more people, have more engagements from the people who we reach, and be able to make more money for each minute people spend on their mobile devices.”

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Growth is Promising

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How did they do it• Facebook rewrote its iOS and Android apps

during 2012, making them faster and more stable, leading to better engagement among users. They have also started thinking differently about unlocking the potential of mobile advertising. While ads on the PC interface are detached at the side, Facebook took a bold move and integrated its monetization into the main body of user messages/notifications on mobile (as “sponsored stories”)

Page 24: Mobile enabling

Challenges

Mobile Ad Challenges: -- How to engage greater share of users -- Deliver richer ads

App Glitches:Several glitches in the facebook app have resulted in a slowdown in the mobile page views

Page 25: Mobile enabling

From Domination to..well……Utter Domination

Page 26: Mobile enabling

Google :: The Undisputed Champion

Mobile search already accounts for around 27% of all searches for Google. Google has been a leader in mobile monetization accounting for 54.5% of the

total mobile ad spends in the US.

iOS also provides Google as the default search engine. This has led to even more dominance of Google on the mobile search front, with estimates that

Google holds around 95% of the mobile search market.

On the mobile, additional barriers like Android- the mobile operating system that is distributed free and usually comes with Google as the default search

engine.

The quality of search results has been the key driver in Google reaching its dominant position

Page 27: Mobile enabling

Google talks about mobile being at a stage where PC search was in 1999 - mobile queries are growing consistently, while mobile monetization techniques are getting fine-tuned. They also talk about the system being made simple to make it more intuitive for advertisers to manage campaigns.

Page 28: Mobile enabling

Google is vastly Mobile Enabled• Their own phone – Nexus Series• A powerful mobile browser – Chrome• Google Goggles is a mobile application available on

Android and iOS used for image recognition historic landmarks, business cards, and solve Sudoku puzzles.

• In 2011, Google announced Google Wallet, a mobile application for wireless payments.

• A mobile social networking site – Google+• On-the-go Navigation service of Google Maps• Google Drive

Page 29: Mobile enabling

All around us• Google Calendar – displays a list of all Google Calendar events on a mobile device; users

can quickly add events to personal calendars.

• Gmail – access a Gmail account from a mobile device using a standard mobile web browser. Alternatively, Google provides a specific mobile application to access and download Gmail messages quicker. User must now provide phone number to verify account.

• Google News – allows user to access Google News in a mobile-optimized view.

• Google Search - Search the world's information, including webpages, images, videos and more. ( This product can be accessed through a browser on a mobile device. )

• Google Translate - Google's free online language translation service instantly translates text and web pages.

Page 30: Mobile enabling

Google Play has evolved globally, to understand its potential in the Indian apps market.

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Page 32: Mobile enabling

Redbus –A brief overview• India's biggest online bus ticketing company. • Founded in 2006 by Phanindra Sama• Redbus organized the disorganized bus

market.• Acquired by the Ibibo Group in June 2013• Has more then 30,000 transactions a day• Rs.600 crore revenue earned through ticket

sales in 2102-13

Page 33: Mobile enabling

Details• Launched its mobile apps for the Android

and Windows platform.• Received over 100,000 downloads in its first

30 days• Mobile business has actually tripled Within

two months • Around 70% of redBus bookings are made

on the day of travel or one day prior.

Page 34: Mobile enabling

Red bus- interface

Web Interface Mobile Interface

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Additional Features • 1) Bus tracking on maps – Allow a user to open the

app when traveling to find where exactly he is on a map view and can show further travel details such as ETAs etc.

• 2) Push notifications – redBus could send notifications on bus position before boarding, arrival details for a friend who has shared his itinerary, etc.

• 3) Secure wallet integration – The app can significantly reduce payment time if it can integrate with a mobile banking or wallet app and let users book tickets without the hassle of entering details on a small screen.

Page 36: Mobile enabling

Ticket sent as SMS

Page 37: Mobile enabling

Hungry on the go? Stay calm and download Zomato

Page 38: Mobile enabling

On your mobile, Zomato is location aware and suggests to you the best restaurants around your location. All of Zomato's features - menus, pictures, reviews are available and supported fully on all mobile apps.

Page 39: Mobile enabling

Zomato CEO sees a mobile only future for the company

• lets you search menus across 16,000 restaurants in India

• Zomato lets you check ratings, reviews and discounts of all restaurants in your city

• Zomato on your Android is also location aware - it recommends you the best restaurants around your current location.

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Comparison