India is probably the most culturally diverse nation among all countries in the world. Home to close to 7000 languages, different religions and faiths, today the one thread that connects all Indians is a mobile phone. At GMIC Bangalore 2014, Pranab Punj, Associate Vice President, Global Marketing, presented on how India is on its way to become the biggest base of smartphone users, Indians increasingly going mobile first, the challenge faced by marketers trying tap this user base, and how Vserv can help them derive better results.

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Uniquely India: The mobile first story
UNIQUELY INDIA:
The Mobile First Story

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A
CULTURAL
MOSAIC

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CREATING MORE OUT OF LESS
3

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A CASH-LED ECOSYSTEM
4

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A BILLION PEOPLE, CONNECTED
BY ONE COMMON THREAD

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MOBILE IMMIGRANTS

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MOBILE NATIVES
7

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INTERFACE: MOBILE APPS INTERFACE: BROWSER
MOBILE NATIVES MOBILE
IMMIGRANTS
8

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THE RISE OF SMARTPHONES
India smartphone user base higher than US in 2017

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WHAT MAKES INDIA A
SMARTPHONE SUPERPOWER
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OEMs such as
Micromax, Karbonn,
selling Android
smartphones for as low
as 100$
International brands
such as Xiaomi,
Motorola direct selling
low-cost and medium-
range smartphones
OEMs DRIVING SMARTPHONE ADOPTION

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Operating system makers are also capitalizing on the demand for low
cost smartphones in India
OS MAKERS ACTING AS CATALYSTS
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Google with its AndroidOne program is bringing its flagship Android experience
to low-cost smartphones

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FIRST EXPERIENCE OF
INTERNET IS ON MOBILE
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MOBILE INTERNET PENETRATION INCREASING
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MOBILE DESKTOP
Share of Page views In India: Mobile Vs
Desktop From Q4 2011 To Q3 2014.
Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3
2014
0%
16%
32%
48%
64%
80%

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IT’S THE PRIMARY SCREEN
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IN INDIA, MOBILE IS NOT JUST ANOTHER SCREEN

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MOBILE IS THE FIRST CHOICE FOR ALL CONSUMPTION
NEEDS – VOICE, MESSAGING, VIDEO, MUSIC, CONTENT,
NEWS, GAMES, E-COMMERCE ETC.

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BUSINESSES GOING FROM MOBILE ALSO
TO MOBILE FIRST
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TALKTIME IS THE CURRENCY OF MOBILE

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BIG DATA
THE BIG
PROBLEM

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Transforming interactions of the
Emerging Connected Billion™
to smart data led results

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500Mn+
Unique
User Profiles
80+
Attributes
25+
User Personas
MARKETERS DATA PARTNERSAPP DEVELOPERSTELCOS
Drive Results Increase ARPU Maximize Yield Maximize Yield
Vserv aims to connect the Emerging Connected Billion™
with relevant offerings from marketers,
app developers & telecom operators.

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INDIA
SEAAFRICA
ME
LATAM
500+ Mn
Unique Users Per Month

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Data Sources
1.7 TBBig data captured from millions
of consumers PER DAY
80+Unique smart data
parameters processed
25+Targetable Audience Personas
Interests
   
Purchasing
Power
  
Location
  
App Usage
 
Demographics
   
Touch
Interactions
  
Mobile Data
Usage

Real-time
Balance

Age of Device
  Avid Gamers
VservData
 TelcoData
AppPublishers
 Offfline

USER PERSONAS

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MARKETERS
Vserv derives intent signals for
various user personas by bringing
together numerous sources of data.
TELCOS
Vserv enables secure integration
with telco’s user intelligence to
leverage OTT media at scale.
DATA PARTNERS
Vserv connects your valuable data
with actionable personas & signals
to drive engagement.
APP DEVELOPERS
Vserv enhances the value of your
app by adding a smart data layer
that enables user relevant ads.
Drive Results Increase ARPU
New RevenuesMaximize Yield
VSERV SMART DATA™ LED
RESULTS

25. Uniquely India: The mobile first story
Welcome to India
Pranab Punj
Assoc. Vice President- Global Marketing,Vserv
Pranab.p@vserv.com