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
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