1. TAKING MOBILE APPS TO INDIA MASS MARKET Bipin Preet Singh Founder CEO MobileCamp 28 May, 2011

2. Who are we? Bipin Preet Singh - Founder Nikhil Narang - Ops Ankur Shrivastava - Tech Upasana Taku – Biz Dev

3. What is MobiKwik.com? Direct to Consumer web platform for mobile Mobile services we offer (or plan to offer)  Mobile Recharge  Mobile Bill payment  Mobile Apps  Mobile Content

4. What is MobiKwik.com? The Only “Recharge Anywhere Anytime” service  Online eWallet, SMS recharge, Dial a recharge, Schedule a recharge  Mobikwik recharge apps in Java & Android  Recharge your family, Print e-bills, Transaction history  The only mobile recharge API on Programmable Web!

5. Apps – Why should we care? Mobile Hardware is now a commodity – differentiation lies in software Apps represent the primary software opportunity on the Mobile – worth billions of dollars Mobile apps will drive data usage especially with 3G

6. Mobile Apps Ecosystem Top countries for January 2010 downloads on Getjar Developers Supply Customers Demand

7. The Ecosystem in India Today So WHO are we missing? We need more Enablers App Stores Web downloads Commissioned apps Offline Retail To build the Mobile Apps Economy…..

8. Have you purchased an APP? From - Telco appstore Getjar Nokia Ovi BB Appworld Android Marketplace

9. Demand India CountryCurrent PeriodPrevious PeriodTrend Indonesia14,454,16713,736,5625% India8,661,6007,774,23011% United States4,817,5653,815,53126% United Kingdom1,356,7461,400,4823% Egypt1,280,0351,216,057 5% South Africa1,263,5301,240,341 2% Source: Getjar.com Jan 2010

10. Supply India Many cutting edge apps on the iPhone AppStore are developed by Indian companies Sometimes branded Mostly white-label By the way, if you are Indian, you cant sell an Android app; at least not yet

11. Because Indian developers are busy developing apps for US & UK. So why no apps for India?

12. What developers care about? Size of the market $$$ Development Infrastructure Market feedback Time (or headache) to market & payouts

13. Therefore, Developers mostly not interested in developing for Indian market. Consumer gets old generation apps with poor provisioning. And the cycle continues....

14. Truth be told No one has cracked the Indian pay to download mobile app market.

15. HOW CAN THE ECOSYSTEM IMPROVE?

16. Unlearn the lessons of MVAS Apps are not ringtones or wallpapers! Apps are not a single mass market ‘Push’ model won’t work ‘Search’, ‘Discoverability’ and ‘Provisioning’ matter Understand the ‘Long Tail’ of mobile apps

17. Attract the best developers Create the paid market first. Make Rev share attractive. ( hint: 20% cut after 3 months does not work) Create the feedback loop. Create and Promote the developer brand.

18. Apply Indian Consumer trends The Indian consumer  is value conscious  is not an impulsive buyer  bases buying decisions on trust (through word of mouth, internet search and social media)  changes handsets & SIM cards

19. Why Mobikwik App Store ? Only Paid Apps Bring global quality to Indian consumers Pull not Push (hint : Google) INR Micro-payments enabled Kickass Web UI Sticky User Base Unleash the power of lone developer * * 10000 downloads/month for 1 app of INR 100 ~ 7 lacs

20. Q&A Email me - bipin [at] mobikwik.com  for a copy of this presentation  for partnership meetings  for job opportunities Follow us  Twitter.com/mobikwik  Facebook.com/mobikwik