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Content, Services & Applications
Pami Vadher‐ Head of ConsumerLab & User 
Experience , Ericsson India
A Consumer Perspective
2009-10-13
Ericsson ConsumerLab & User Experience India
Be the voice of the 
consumer into
• Bring an outside‐in 
perspective 
• Explore consumer needs 
and desires
• Insight and foresight 
analysis to help Ericsson, 
and Operators move from 
insight to action
We listen to consumers everywhere
2009-10-13
Ease of Use and
Awareness
E.g.. One click services
Evolve what already
works well
E.g.. Music and Gaming
Map to consumer service
expectations and capitalize on
existing consumer behavior
E.g. Mobile data traffic beyond urban centers
How can one narrow down to appropriate
3G multimedia services for this market?
Filters
Content, Services and Apps
Consumer awareness of 3G key starting point 
for uptake of services  
Over half of  urban active VAS users in India aware 
of 3G and what it can do
BUT
97% of 3G handset owners are not aware if their 
current handset is 3G enabled
Ericsson Internal A few 3G Service Success Stories 2008-08-285
What 3G multimedia
services will be
successful in India?
Ericsson Internal A few 3G Service Success Stories 2008-08-286
Users are maturing with time
Users are maturing with time
Number of mobile services used monthly
Listen to radio (FM or operator)
Use calendar/diary function
Play games on mobile
Send/receive SMS
Make/receive voice calls
Normal user
Bluetooth headset
Camera function to take video clips
Listen to music/MP3 player
Check voice mail
Camera function to take pictures
Listen to radio (FM or operator)
Use calendar/diary function
Play games on mobile
Send/receive SMS
Make/receive voice calls
Advanced user
Send/receive SMS
Make/receive voice calls
Basic user
Send/receive MMS
Check voice mail
Listen to music/MP3 player
Use calendar/diary function
Mobile Browsing of The Internet
Information Search
Access to Instant messaging
Video clips or movies
Email on Mobile Phone
Small Payment Service
Bluetooth headset
Camera function to take video clips
Camera function to take pictures
Listen to radio (FM or operator)
Play games on mobile
Send/receive SMS
Make/receive voice calls
Content Hungry users
Base: Sec A-C, Main user of mobile phoneSource: Global Infocom Study 2009, Consumer Lab
2008
6-10 Services
12%
20%
3-5 Services
31%
35%
0-2 Services
47%
32%
10+ Services
9%
13%2009
Voice &
SMS
Users
Ericsson Internal A few 3G Service Success Stories 2008-08-287
Evolving what already works well will help drive
uptake of new services
Source: Global Infocom 2009 India Study, Consumer Lab
Music is a key choice
driver
Music is a key choice
driver
Live TV is best
positioned to grow
Live TV is best
positioned to grow
Multiplayer Mobile
Gaming to be a major
growth area
Multiplayer Mobile
Gaming to be a major
growth area
• CRBT at a 20% market penetration
• 1 in 4 urban mobile user already 
engaged in downloading full length 
music downloads
• 2 out of every 5 urban mobile sub 
expressed interest in using Mobile TV 
• Mobile users willing to pay 5 times 
the existing call rates for video 
telephony
• Already 20% of the users download 
mobile games 
• While every 1 in 3 urban mobile user 
has played embedded games at 
least monthly
2009-10-13
Video 
telephony
Mobile 
TV
However there will be no “one” killer app 
with 3G
Gaming Music
Different consumer groups prefer different services
Current subscriber composition could be the key to 
understanding what to offer first to your 
subscribers
2009-10-13
Yet there is one service that has high interest across
cities and age groups
Consumer Behavior from
other Markets
Mobile Broadband
Latent demand in
India
20 09-1 0-1 3
Primary Internet connection and not just Mobility
Sourc e: Mo b ile b roa d b an d u s er s tu d y, O pe ra to r’s c u st ome r ba se , So ut h Ea s t A sia 20 0 7
3 9
45
1 5
No fixed conn ection Broa dban d Dial -u pE asier to get M o bile
broadban d than get ting f ixed
broadban d
– Hav e no fixed phone
– Long waiting tim e –
need it now
– M oving a lot (y oung
people, s tudents)
Ba se: All
9 %
37 %
5 4%
9 6 %
7 %
28 %
52 %
9 6 %
2%
4 %
3 4%
8 1%
Whe n co mmu ting (o n a
bu s, t rain o rin a c ar)
I n p ub lic plac es
(re sta urant s, in the p ark,
c of fe e sho p )
At s cho ol/ work
At h ome
At l e as t m on th ly At le a st w ee kl y At le a st d a il y
Almost 40% had no
Internet connection
before acquiring
M BB
S out h East Asian O perat or Su bscrib er Base
A nd, m obile broadband is
not jus t about m obility
M BB m ainly used at hom e
in a fixed location
20 09-1 0-1 3
Late nt dem and for M BB in India
Ready installed base of 
2m n w ireless data card 
users w ith EV DO  offerings 
already gaining traction
Over 60% of those 
intere sted believe that 
M BB can replace their fixed
internet connect
Every 2 out 5 internet users 
in urban India interested in 
mobile broadband (M BB)
So urce : C on sum erlab Ana lysis ‐ 3G  Su rv ey
1 in every 3 internet 
users sighted problems 
w ith their current 
internet connection
2009-10-13
20 09-1 0-1 3
Primary Internet connection and not just Mobility
Source: Mobile broadband user study, Operator’s customer base, South EastA sia 2007
39
45
15
No fixed connection Broadband Dial-upEasier to get Mobile
broadband than getting fixed
broadband
– Have no fixed phone
– Long waiting time –
need it now
– Moving a lot (young
people, students)
Base: All
9%
37%
54%
96%
7%
28%
52%
96%
2%
4%
34%
81%
When commuting (on a
bus,train orin acar)
Inpublic places
(restaurants,in the park,
coffee shop)
Atschool/work
Athome
At leas t m onthly At least w eekly At least daily
Almost 40% had no
Internet connection
before acquiring
MBB
South East Asian Operator Subscriber Base
And, mobile broadband is
not just about mobility
MBB mainly used at home
in a fixed location
2009-10-13
Sustainable broadband for all
But how do we address
low-income segments profitably?
2009-10-13
Capitalize on existing usage behavior by
offering prepaid MBB service
“ I don’t own a computer yet but do access internet 
over my  mobile phone” – Ram Chandra, 23, a mobile 
subscriber from a village in Tamil Nadu
Internet on a mobile phone
has become an experience
for which even rural
consumers are willing to
pay - Mobile internet spend at
approx 10-20% of total mobile
spend/month
2009-10-13
ReliabilityReliabilityReliability
Critical MassCritical MassCritical Mass Sachet PricingSachet PricingSachet Pricing
MarketingMarketingMarketing
Key to success
Target GroupsTarget GroupsTarget Groups
Bouquet of servicesBouquet of servicesBouquet of services
2009-10-13
THANK YOU

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Ericsson 3G in India Conference Mumbai

  • 2. 2009-10-13 Ericsson ConsumerLab & User Experience India Be the voice of the  consumer into • Bring an outside‐in  perspective  • Explore consumer needs  and desires • Insight and foresight  analysis to help Ericsson,  and Operators move from  insight to action We listen to consumers everywhere
  • 3. 2009-10-13 Ease of Use and Awareness E.g.. One click services Evolve what already works well E.g.. Music and Gaming Map to consumer service expectations and capitalize on existing consumer behavior E.g. Mobile data traffic beyond urban centers How can one narrow down to appropriate 3G multimedia services for this market? Filters Content, Services and Apps
  • 5. Ericsson Internal A few 3G Service Success Stories 2008-08-285 What 3G multimedia services will be successful in India?
  • 6. Ericsson Internal A few 3G Service Success Stories 2008-08-286 Users are maturing with time Users are maturing with time Number of mobile services used monthly Listen to radio (FM or operator) Use calendar/diary function Play games on mobile Send/receive SMS Make/receive voice calls Normal user Bluetooth headset Camera function to take video clips Listen to music/MP3 player Check voice mail Camera function to take pictures Listen to radio (FM or operator) Use calendar/diary function Play games on mobile Send/receive SMS Make/receive voice calls Advanced user Send/receive SMS Make/receive voice calls Basic user Send/receive MMS Check voice mail Listen to music/MP3 player Use calendar/diary function Mobile Browsing of The Internet Information Search Access to Instant messaging Video clips or movies Email on Mobile Phone Small Payment Service Bluetooth headset Camera function to take video clips Camera function to take pictures Listen to radio (FM or operator) Play games on mobile Send/receive SMS Make/receive voice calls Content Hungry users Base: Sec A-C, Main user of mobile phoneSource: Global Infocom Study 2009, Consumer Lab 2008 6-10 Services 12% 20% 3-5 Services 31% 35% 0-2 Services 47% 32% 10+ Services 9% 13%2009 Voice & SMS Users
  • 7. Ericsson Internal A few 3G Service Success Stories 2008-08-287 Evolving what already works well will help drive uptake of new services Source: Global Infocom 2009 India Study, Consumer Lab Music is a key choice driver Music is a key choice driver Live TV is best positioned to grow Live TV is best positioned to grow Multiplayer Mobile Gaming to be a major growth area Multiplayer Mobile Gaming to be a major growth area • CRBT at a 20% market penetration • 1 in 4 urban mobile user already  engaged in downloading full length  music downloads • 2 out of every 5 urban mobile sub  expressed interest in using Mobile TV  • Mobile users willing to pay 5 times  the existing call rates for video  telephony • Already 20% of the users download  mobile games  • While every 1 in 3 urban mobile user  has played embedded games at  least monthly
  • 9. 2009-10-13 Yet there is one service that has high interest across cities and age groups Consumer Behavior from other Markets Mobile Broadband Latent demand in India 20 09-1 0-1 3 Primary Internet connection and not just Mobility Sourc e: Mo b ile b roa d b an d u s er s tu d y, O pe ra to r’s c u st ome r ba se , So ut h Ea s t A sia 20 0 7 3 9 45 1 5 No fixed conn ection Broa dban d Dial -u pE asier to get M o bile broadban d than get ting f ixed broadban d – Hav e no fixed phone – Long waiting tim e – need it now – M oving a lot (y oung people, s tudents) Ba se: All 9 % 37 % 5 4% 9 6 % 7 % 28 % 52 % 9 6 % 2% 4 % 3 4% 8 1% Whe n co mmu ting (o n a bu s, t rain o rin a c ar) I n p ub lic plac es (re sta urant s, in the p ark, c of fe e sho p ) At s cho ol/ work At h ome At l e as t m on th ly At le a st w ee kl y At le a st d a il y Almost 40% had no Internet connection before acquiring M BB S out h East Asian O perat or Su bscrib er Base A nd, m obile broadband is not jus t about m obility M BB m ainly used at hom e in a fixed location 20 09-1 0-1 3 Late nt dem and for M BB in India Ready installed base of  2m n w ireless data card  users w ith EV DO  offerings  already gaining traction Over 60% of those  intere sted believe that  M BB can replace their fixed internet connect Every 2 out 5 internet users  in urban India interested in  mobile broadband (M BB) So urce : C on sum erlab Ana lysis ‐ 3G  Su rv ey 1 in every 3 internet  users sighted problems  w ith their current  internet connection
  • 10. 2009-10-13 20 09-1 0-1 3 Primary Internet connection and not just Mobility Source: Mobile broadband user study, Operator’s customer base, South EastA sia 2007 39 45 15 No fixed connection Broadband Dial-upEasier to get Mobile broadband than getting fixed broadband – Have no fixed phone – Long waiting time – need it now – Moving a lot (young people, students) Base: All 9% 37% 54% 96% 7% 28% 52% 96% 2% 4% 34% 81% When commuting (on a bus,train orin acar) Inpublic places (restaurants,in the park, coffee shop) Atschool/work Athome At leas t m onthly At least w eekly At least daily Almost 40% had no Internet connection before acquiring MBB South East Asian Operator Subscriber Base And, mobile broadband is not just about mobility MBB mainly used at home in a fixed location
  • 11. 2009-10-13 Sustainable broadband for all But how do we address low-income segments profitably?
  • 12. 2009-10-13 Capitalize on existing usage behavior by offering prepaid MBB service “ I don’t own a computer yet but do access internet  over my  mobile phone” – Ram Chandra, 23, a mobile  subscriber from a village in Tamil Nadu Internet on a mobile phone has become an experience for which even rural consumers are willing to pay - Mobile internet spend at approx 10-20% of total mobile spend/month
  • 13. 2009-10-13 ReliabilityReliabilityReliability Critical MassCritical MassCritical Mass Sachet PricingSachet PricingSachet Pricing MarketingMarketingMarketing Key to success Target GroupsTarget GroupsTarget Groups Bouquet of servicesBouquet of servicesBouquet of services