Mobile Data Strategy | Indian Telecom 2016 | Based on secondary research | Reports by BCG, Mckinsey and Ericsson ConsumerLab | Followed by Recommendations and Suggestions to capture market share in wake of rising Competition in the sector.

1. Data Strategy – General Management
Indian Telecom 2016
Shivi Sharma

2. Barriers for Increasing Mobile Internet Usage in the Current User Base
Better Data Plan
Knowledge equals higher
usage
Only 12% of the urban
mobile internet users visit
their operators’ website
to recharge, pay bills or
use other services
Common concerns cited
by offline and online
individuals alike include
Internet-based crime,
misuse of personal
information by individuals
and institutions, and
government intrusion
Location Impacts Experience
Users face
quality and
reliability
issues
indoor
Users face issues
related to app usage,
and session failures
while outdoors and
while commuting
Users in mid-size and
small cities face issues
of inconstant speeds
and app usage while
outdoors
Users have
web page
load time
issues
indoor
Reasons given for not increasing mobile internet usage
Consumers need a clear personal additional benefit of
increasing the data usage. The lack of added value attributed
to the service continues to act as a deterrent to its adoption.
Unable to distinguish speed difference, they see no
advantage in switching to a high speed device.
Customers are unable to make a clear judgement while
deciding on their data plans. If consumers are confident in
their understanding of what is offered, they tend to perceive
better value from it.
53%
No
Incremental
addition in
Value
48%
No Difference
in 2G & 3G
speeds
36%
Unavailability
of value for
money plans
Indian Urban Smartphone Mobile Internet Users
68%63% 62% 63%
Data Plan Understanding
x2
67%
33%
Very Difficult or
Difficult to
Understand
Somewhat Easy
and Very Easy
to Understand
Aware Not Aware
Very
Difficult
or
Difficult
to
Underst
and
Neither
Difficult
Nor
Easy
Somewhat
Easy and
Very Easy
to
Understan
d
Very
Easy to
Under
stand
Consumer Understanding of
Data Plan Option
55%
20%
16%
10%
Understanding Data
Pack Impact Usage
Users’ Awareness of
services like “Create your
own plan” from operators
Source: (1) BCG-The Rising Connected Consumer in Rural India, 2016
(2) Ericsson Consumerlab-The changing mobile broadband
landscape India, 2016

3. Impact
Control
Lack of language literacy
Lack of relevant vernacular digital
content and services
Low income of consumer
Lack of adjacent infrastructure like :
electricity etc.
Lack of cultural or
social acceptance
Total cost of
ownership of device
Cost of data plan
Lack of mobile
internet coverage
Lack of awareness about
data plans to Retailers
Lack of awareness of the internet or
relevant use cases
Lack of digital literacy
High
HighLow
Barriers for increasing mobile internet usage in Semi urban and Rural India
Low Income and
affordability
Infrastructure
User Capability
Incentives
Major focus area
of company should
be on improving
In User Capability
and Incentives
category
Average monthly cost of 500Mb data plan is around $3.4 which is approx. 2.6% of the GNI. Hence though the absolute
price of data plans are low, their penetration in low income segment is less. To improve this, internet is required to
substitute share of wallet of other categories like entertainment, education etc. so that user can afford new data plans.
Impact of Barriers on the growth of Data usage Vs Control Telcos have on the barrier
Low

4. Target Segment for driving Data user count18-30years30-40years
Female
Homemaker
Farm Owner
/ Student
Farm worker
/ Labourer
Self Owned
Business
Service
Worker
Mature
Users
Ambitious
Users
Late
Adopters
Next Wave
Segment Size Internet penetration
19%
15%
8%
36%
30%
>40years
16%
33%
9%
*Rest 22% of the population is dark on internet
Assessing the shift of Rural
Aspiration from VAS to Data Plan
A Disguised market research was conducted in the
Pataudi village,Gurgaon to assess whether the people
aspire to spend on the Data Plans
• Results from the survey clearly revealed that people
in rural aspire to use data over various available VAS
• Hence by focusing on incentivising and user
capability building companies can drive data user
count
Data
48%
Cricket
10%
Cinema
11%
NA
5%
SMS
8%
Missed
call
6%
Jokes
6%
Dailer
tones
6%
Source: (3) McKinsey & Company Can India lead the mobile-Internet revolution, 2016

5. Objective What? How? Impact?
Mobile Digital Literacy
(Awareness &
Acceptability)
• Create awareness by concentrating
on personal benefits of digital
content on mobile
• Suggest use cases based on
customer profile which will
incentivize usage of data plan
• Make use of Video Vans to create
awareness and digital literacy in the
rural market
• Wet Sampling to demonstrate utility
to prospective customers by letting
them access internet using company
connection installed in video van
• A representative will facilitate
consumers to access internet on their
device and experience the difference
the internet can make in their daily life
• Make user aware of the
benefits they are foregoing by
not utilising features available
to them
Way Forward
Characteristics Key Activities Needs
Ambitious
User is a young male college graduate. He belongs to the less
affluent family than mature user and aspires to move to city for
work . Spends 2 to 3 hours daily online using an internet enabled
phone.
• Social networking
• Gaming /media
• Emailing
Hygiene -Outdoor internet coverage
Delight - Ease of billing and recharge
Next Wave
(Female
Homemaker)
Though not a college Graduate, she is the decision maker in her
household and prefers branded products. They have generally
just started going online and spend only 15mins a day on internet
using internet enabled mobile phone.
• Social networking
• Listening to music
Hygiene –Indoor internet coverage
Delight – Customer Support
Target Segment for driving Data user count

6. Objective What? How? Impact?
Knowledge Partnership
Locally
(Awareness)
• Build a new Knowledge partner
network tapping the youth
entrepreneurship model in the rural
market
• Leverage mobility to reach an
increasingly mobile audience and
provide an enhanced on the go
experience
• Drive growth by building personal
touch with the Next Wave and
Ambitious users who tend to stay at
their residence and expect
convenience at their doorsteps
• Primary Activity of the partner will
be ‘Local Digital Content Creation’
and facilitating services and support
in regions where it is difficult to
reach
• These knowledge partners will
educate the local people about
benefits of using internet and will
also make them aware about the
company’s latest data plans
• Create a platform for Panchayat
Minutes of Meetings which keeps
everybody updated by creating
social group for village by creating
application for same(An
Application for all villages divided
by a separate code for each village)
• Female Youth Entrepreneurs
would help female homemakers in
content creation locally (E.g..
Sharing Videos of recipes) and will
educate them about other internet
use cases by leveraging their
connect in the social groups.
• Customers will be able to take
better informed decisions
• Motivate existing internet users
to switch from other provider to
the company
• Service levels in Customer
Support, Billing and Recharge will
be enhanced
• Meet local needs of both
customer and channel partner
• Currently rural and semi urban
customers act more as a content
consumer. This strategy will help
in creating a shift to content
creation by local rural people
thereby increasing the data usage
• This strategy will also help in
reaching nook and corners which
are currently not reached
through existing distribution
channel
Beat the cost and
Inculcate the ‘Habit’
Give additional data if consumers
consume whole of it in a short span of
time. This will encourage higher usage
and thus exploit their habit.
• For Instance, “Get 50% data free if
you consume your data within 50%
of the validity period”
• Encourage people to use data
when they actually don’t, similar to
lines of ‘Night Minutes’
User will explore more use cases of
internet usage which will ultimately
lead to increased data consumption
and habit building
Way Forward

7. Thanks