Posts Tagged 'internet marketing'

Warning SMSes, anyone?

I was pulling out of my office building when I saw smoke from slightly beyond I could see. I was worried, but had no way to know what had happened without taking a heavy detour and risking getting into trouble in the process. That is when it struck me. How great it would be if we had a service that pings me (SMS/email/automated call – I can choose the mode) when there are incidents, in or around where I’m, that could affect me. Since, it is mobile based, it can identify where I’m and really make the service local as well as real-time. Now, the company offering the service can define what warrants a warning SMS (nice name, huh?).

One potential candidate who can offer this service could be – Insurance companies. Why? One, it aligns well with their business model – life/safety of people that they need to pay for and secondly, it will be highly valued by customers. Heck, they can even offer it for free/with a small yearly addition to the premium, just for the sake of differentiation!!! What say? I still remember the unfortunate bomb blast incidents in Bangalore more than a year ago. I was indoors and got to know what happened, what if I was outside? The only way I would know is if by chance someone I knew was watching TV or listening to the radio or browsing the internet at that time and what are the odds of that? Let us take opt-in marketing to a new level and create services that add meaning to the life of people, not just spam!

Netbooks – India’s PC Superking?

Will netbooks cause the much awaited PC penetration in India? Will they do to India’s PC penetration what Nokia’s Rs. 1000 phone did to the mobile penetration? Maybe…it kind of brings about the third level of convergence – consumer, computation and communication – which has been the holy grail, so far – with the most affordable, feature rich and mobile solution, so far. So lets take a look at who is the target customer, who are the players raking in the moolah from the trend and what are the challenges…

Target Market Segments and what they want?

By the very definition of the product it is 7-10.1in screen size and light weight with basic application support (like word/excel etc.) as well as internet connectivity. All major and non-major brands are offering netbooks in India – including Dell, HP, Asus, Acer, Lenovo, Sony, Samsung and MSI. Keeping these in mind, we can define, three broad segments for netbooks (or nettops which is the low priced desktop version) – jetsetting business professionals, students (especially non-IT), first time PC users (like homemakers). These three segments are unique and divide the applications and price segments neatly.

For the Business Professionals the netbook will be a travel-lite option and in addition to their existing laptop, home computer and blackberry. So application sync up, easy and seamless access to content, long battery life (especially during travel), several kinds of wireless support etc. will be key applications and price might not be a major concern whether it is a personal purchase or a corporate one. This will be a predominantly netbooks segment with intense competition from low end, ultra portable, light weight, long battery life notebooks, as price is not a key differentiator in this market.

For the Student community – price and “cool” applications like touchscreen, enhanced gaming capabilities, access to collaboration tools/peer sharing applications might be key. This will be a predominantly netbooks segment and even for a $100 differential between low end notebooks it might stick with the netbooks market. While, for the first time notebook users, like homemakers – price, easy and intuitive access of basic word/excel/internet applications might be key. This segment may not be excessively mobile and might be the driver for nettops as much as netbooks.

Who are the main players?

The overall worldwide netbooks market stands at 13.2MU in 2008. Acer is the market leader in this market, with about 5MU sold in 2008 and Asus is close behind, as per iSuppli here. Intel and Via are the major IC suppliers in the netbooks market, while other players like AMD, ST Microelectronics, Nvidia etc. fight for market share.

What are the roadblocks?

Given the low pricing, optimized feature set and long battery life, the only thing that can limit the roaring success of netbooks would be availability and lack of an evangelist mission that will make the non-PC customers aware and interested enough to open up their purses.

There are a few substitutes in the form of products and business models on the horizon…ranging from products like IP STBs (and some black box kind of system solutions) that use the TV as a display module and enable dual function of entertainment and access/manipulation of content. Their winning mantra is easy to use interface – similar to a TV remote and an optional keyboard/mouse, if required along with private servers to serve specialized content to the users – however, players like Airtel and ACT have not seen a huge bout of success yet and also given the nature of their direct competition like Cable TV and DTH which have a good mindshare with customers. A few telecom players, like Reliance, had created bundled offers providing netbook with 3G connection based on a monthly subscription model, however, they have not met with huge success yet.

It remains to be seen if any of these models will take off with any of the segments mentioned above and what the optimum balance of feature and price will be that will catapult them to the #1 position.

US Vs. India – Internet Usage Statistics

US has about 73% penetration which accounts for about 247 million internet users, which is about 3.5x India’s Internet users, accounting for less than 6% penetration of the population.

US has about 73 million broadband users, which is about 15x of India’s broadband users in 2008, which is less than 10% penetration of the internet population compared to the US broadband penetration of the internet users, which is 30% – (source).

Now, what the statistics above points out is – potential and opportunity (of course) but also the fact that dropping technology amidst a large population is not going to be a self fulfilling prophecy – not in India, not anywhere else in the developing world.

What the technology delivers should solve a genuine problem for the masses (like a mobile phone did for communication) for them to chose paying for a internet, broadband or value added service over a higher end commodity purchase/upgrade or a service for the household. A couple of such services could range from education (giving an edge to the next generation is definitely a big pull), to enhanced access to distribution channels/customers (reducing middle man for product/service sales), availability of critical information/services (live commodity prices/remote health care services). All of these have been happening on a small scale in various pockets of India and have helped drive home the impact of technology usage to the masses. What is required is for them to go large scale and start showing results in increased internet and broadband penetration.

Skeptics might ask, what is it about adopting technology? Why can’t I just stay the way I’m? Why should the masses adopt technology? I’m sorry, there is bad news. The world has moved on, the power is moving to the individuals and the medium happens to be the internet. Today, it is like asking why should I learn to read and write back in the 60’s or 70’s in India? You are letting go off the power that comes associated with being able to take control of your life, access information real time, access market and research information that would not be available to you except if you had devoured a well-stocked and updated world library and could mimic the search engine to spit out the results precisely when asked for it, not to mention all the organizing and sharing capabilities in social media.

Well, there is no either or here…it has to happen, the slowness of the speed of adoption is opportunity on the table.

Internet Market Pie in India- Part 2

I have few updates to the first part of this analysis I wrote about and I shall also cover some aspects of web surfing like – what do people like to do most on the internet? what are the various access points for Indians of various age groups of Internet? what can prevent/accelerate the adoption of internet in India?

Tweet-tweet – You have Updates!

The data I had in my last post was of Feb 2009, apparently Indians showed a spike of 74% and reaching 200K users in Mar 2009 (as reported by here) as opposed to smsgupshup which is a group sms and interaction platform and claims about 20M users and $150,000 in revenue/month with over 90% of the users from India (as reported here). The semiconductor market from where I come, we report yearly CAGRs, but I guess, the game is played slightly differently on the internet, especially the web2.0 adoption space…

Show Me The Job!

It appears that about over 70% Indians are out searching for jobs on the internet – that is a mind-boggling number! So, one might wonder is this somewhat related to a career choice related dissatisfaction? Is it related to the high attrition rates prevalent in the hi-tech and services sector in India and hence, the data is just skewed because that category constitutes a large % of the Indian netizens? Or is it related to the fact that there is a serious lack of transparency and being in-the-know of what is out there for the job scenario is one of the most important things for Indian net users? Whatever it is, there is definitely an opportunity for building better career based services that satiates this curiosity and tempers the dissatisfaction of landing up “somewhere” without a growth path.

I talk English, I walk English, but I don’t read Engilsh

Next in line is the patronage of vernacular-based websites – this was revealing data to me to know that about 42% of Indian netizens use a local language website. I guess, even if the numbers are up/down 10-15%, the very fact that people prefer to see internet as an extension of their reading habits from other mediums is a good insight to keep in mind for not only internet marketeers but also products and services being offered for reach and penetration in India. So, if I offer a dating site in 4/5 major languages in India, will it be a big hit in small pockets, adding up to a large satisfied customer base? Maybe, it is already out there – please point out if you know…

The travel economies
I think, the largest example for successful E-commerce in India has been around travel. With about 20% of Indian net users having purchased a ticket (rail/bus/train) online at some point and I can relate to this. The next, in line, would be books, in my opinion, but I don’t have any data on that. Again, the fact that stands out here is that Indians pay for tangible utility delivered which is greater than the sum of all expense + trouble they would go through to make a payment online. Getting access to a travel ticket without having to pay a huge commission to an agent or standing in a long queue early in the morning to get the tickets before they are sold out are all good examples of costs which are overturned by the book online phenomena, for which the Indian is willing to sacrifice the irking thought that my card might get misused!

So, what problem are you solving really, that is way more than the service that you are offering to the Internet user?

I think, we have covered a fair ground here on data and insights, I shall reserve the discussion around access points and adoption for a later post.

Comments/feedback are most welcome.

Internet Market Pie in India – Part 1

How large is the Internet Market in India, really? I took a stab at collecting the latest information and slicing and dicing it as best as I could, so here we go.

Internet in India

Overall market in 2008 was estimated to be 55M and active users (those who have used it at least once in a month) are estimated to be 48M. Of these, about 45M are in urban areas.

Now, that we have covered the current numbers, how about some demographics and growth rates?


Of the urban internet population about 67% come from non-top 8 metros. This was a good input to have – which means that the market is not highly concentrated and an internet marketeer looking for reach stands a good chance at it. Also, only 37% of the urban internet population is Sec A – which is again good news for reach and penetration.

With respect to age and gender: 44% of the users were males, 27% were college going students, 12% school students and the rest were females.

Broadband users not broadbased yet?

Broadband penetration in India is very low around 4.5M compared to 386M handsets. This is the most common comparison I always hear. I would say a more reasonable comparison would be broadband penetration vs. say, smartphone users or internet enabled mobile phones in India, both of which help deliver multimedia rich features to the end user and hence, increase streams of revenues for telecom service providers as well as the internet marketeers.

Growth projections

I have come across everything from a conservative 13% to a high of 40%. I prefer to go with the lower number, because if the numbers are on the higher side, I end up with better reach and bandwidth issues, which is a better situation to be in than no reach and wasted resources…based on the above growth rates, we can estimate the market to be overall at about 80M users in 2012.

In 2012, the market is predicted to be 80% urban vs.20% rural as against the current 94% urban and top 8 metros will have 30% market share vs. the current 37% market share.

How about Twitter you may ask….

Let us take a stab at the twitter market in India…the overall market is at 0.12Mn and 15-24 year olds lead the pack with 40% market share, followed closely by 24-35 year olds with 36% market share, the rest of it is lapped up by the 35+ segment. Also, men seem to be tweeting 4x more than women in India.

Sources of data: Comscore, Feb 2009, IAMAI India Internet Report 2008,

Interesting Links:

Blog Stats

  • 32,459 hits

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 1,281 other followers

%d bloggers like this: