When a friend of mine lost her Nokia handset in January, her life seemed to come to a standstill- not because of the cost of acquiring a new phone, but because her lifeline to the world was cut off. Apart from calls, her mobile had allowed her to check her e-mail, update her Facebook profile,send text messages through MSN messenger & also play video games. And when she travelled, she could Google for her information research- all done, while she walked, talked & surfed.
Hundreds of thousands of teenagers in India's Tier 2 & Tier 3 towns, are at the epicenter of a wireless revolution. 2 years ago, Internet access meant cyber cafes or a PC at home with bad Internet connection. Or, if you were lucky, you could get an occasional peek in someone's office. But now, all that is changing with the mobile Internet revolution, which is slowly overtaking the country. In a sense, even in the remotest part of India, access to the worldwide net is at your fingertips because of the cellphone. For consumers, mobile service providers & cellular manufacturers, a magic box of infinite opportunities has been opened.
Cell phone connections in Tier 2 & Tier 3 towns are growing. Data from Cellular Operators' Association of India shows that, in January 2010, Tier 2 had 150.7 million subscribers as compared to 99 million in January 2009. Similarly, the Tier 3 subscriber base has risen from 34 million in January 2009 to 59 million in January 2010. A study conducted by the Internet & Mobile Association of India & IMRB in January 2010 found that 127 million subscribers in India use the Internet through their mobile devices. While online communication is the main attraction, 60% of them use mobile Internet for social networking or m-blogging too, while 23% use it for information research.
"The misconception that Indian consumers only want to talk on the mobile is wrong," says Alok Goel, product manager, mobile, Google India. "Falling GPRS prices have seen a massive rise in data usage over mobile phones. The industry is growing & innovative packages are needed to attract consumers."
Within the Tier 2 & Tier 3 segments, 70% of mobile Internet consumers fall in the age group of 18-35 & use mobile Internet to access google.com, orkut.com, yahoo.com, gmail.com, rediff.com, wikipedia.org, songs.pk etc, for chatting, social networking, search & mobile blogging. Quite a few mobile Internet users, like farmers, use mobile Internet to access data on land records, feed prices & weather reports. One factor that has contributed to this growing trend has been the falling prices of general packet, radio service ready, mobile handsets. One priced at Rs. 10,000, a GPRS-enabled mobile phone handset can be acquired now for as low as Rs.4000-Rs.6000.
All this is happening because in terms of reach, mobile handsets have, to a significant extent, penetrated the remotest areas in the country, making anything accessible. And the race has now started among mobile service operators to provide a host of value addition services. Cellular manufacturers are also coming up with more and more innovative products that can satisfy consumer demand for information on the move. Cellular companies such as Airtel, Tata Docomo & Aircel are hoping to lure customers from Tier 2 & Tier 3 areas to avail of their services with tariffs of less than Rs.100 a month. Aircel's Rs.98 per month pocket Internet card allows unlimited browsing, gaming & music. Airtel's data plan for Rs.95 per month also is specifically targeted at Tier 2 & Tier 3 towns, where broadband connectivity is poor.
Tata Docomo has gone one step further. Its monthly pack for Rs.48 has a 30-day validity, with 100 MB transfer during the day & 2 GB transfer during the night. Other offers also include a package of Rs.5 per day for unlimited Internet access.
Approximately 45% of consumers opt for GPRS. It's mostly teenagers who go for social networking & mobile Internet is their best option to keep in touch anywhere all the time.
To meet this demand, many cellular operators are opening their own application stores, where customers can download what they want on their GPRS handsets. Aircel has tied up with Infosys to produce a range of applications for Aircel's customers, whereby Infosys will provide the IT backbone & software. Airtel plans to use IBM's service development platform from a host of 100 companies such as Indiagames, Mobile2Win, Versa, Symbiotic, Pyro, Hungama & OnMobile, to provide applications & services for its customers.
Customers today want a variety of applications because it's no longer just walk and talk, it's much more with personal requests. Through these applications, the consumers have the power to choose what they want to have & live their lives the way they want to, at the click of a button.
Mobile phone manufacturers too are in the race. Nokia, with 1,80,000 developers, is witnessing over 1 million downloads everyday. So popular is its app store Ovi, that Nokia is templating a desi version, with content in local languages, for the Indian market. Others like Samsung, RIM, Motorola & Sony Ericsson are all set to launch their app stores in India soon.
People are looking for a converged multimedia device that will suffice their growing communications & entertainment needs & give them instant access to the external world. People in Tier 2 & Tier 3 cities & towns have started realising the utility of owning a mobile device & are moving from voice & SMS to a host of value added services. Rural VAS, such as commodity pricing, holds huge potential.
With cellular companies offering cheap & innovative plans, where consumers can access the world anywhere, demand for mobile Internet is expected to skyrocket. So, be it cellular operators, cellphone manufacturers or even consumers- the world now revolves around someone's fingertips.