Uploaded byVarun Chandra
Jagdish Mitra
Rural India represents an untapped market with over 714 million people and growing per capita income. Mobile penetration in rural India is currently only 32% but is expected to account for over 60% of the total subscriber base by 2012. Fundamental needs like communication, education, health, banking, and agriculture information do not change for rural consumers but new mobile technologies can alter how, when, and where these needs are fulfilled. CanvasM Technologies focuses on enabling technologies and innovation to provide services anytime, anywhere to rural consumers. Their approach involves localizing value creation, enabling access to relevant local content, unconventional partnering, and enabling discovery through their Ideation Factory to drive innovation.
More Related Content
Jagdish Mitra
- 1. Promise of VAS- Rural Telecom Market Jagdish Mitra Chief Executive Officer CanvasM Technologies Limited
- 2. Bigger Picture…….. Untapped Market 714 M, growing per 1% capita income $1100(2010)- $1770(2013) high tele- density reflect Mobile spend to grow 1.4%(2008) to 2.4% of $200 higher GDP & GDP to Grow 7-9% in next few years GDP per capita Clear correlation between increased in tele-density to GDP 1.4 B population ~ Below Mobile growth Poverty penetration Line 25% 1.4 % yr. 32% 2
- 3. Rural India driverof Mobile Revolution …….. Today 100 Million Users By 2012, rural India will account for over 60% of total telecom subscriber base 3
- 4. Maslow Need Hierarchyfor BOP Mobile as a “ENABLER TECHNLOGY” Need to Education Communicate and Jobs - Mobile or Landline Health and Medicine Services Entertainmen t – Songs, Banking and Agricultural Games, Money Information Religious Transfers
- 5. Fundamental needs donot change… What Does Change! 5
- 6. Fundamental needs donot change… HOW WHEN WHERE Needs are fulfilled New Methods & Tools Anytime Anywhere Banking for un On-Demand E-Learning, Banked , Sachet Infotainment – Remote Health Pricing , M2M Farming , Irrigation Monitoring CanvasM Focus on Enabling Technology & Innovation to alter How, When and Where 6
- 7.
- 8. Language Diversity ……………… Beyond Hindi..... • 18 major languages and 844 different dialects • Infotainment Source today :- newspapers in 87, radio programmes in 71, and films in 15 languages 8
- 9. Rural India Buys…………. More often (mostly weekly) Small packs, low unit price more important than economy Distribution and pricing - Mantras to success RURAL MARKETS IS NOT ABOUT VILLAGES…… ……….ITS ABOUT SELLING TO MASSES 9
- 10. Mobile Services ......AreMORE affordable ……
- 11. Paradigm Shift -ARPU to ARFUTM Grow the Optimize My Create Available Market Expenditures Stickiness ARPU CHURN Avg Rev Frm User Services like INTANGIBLE ASSETS Advertisement., Commerce, …Consumer Information, Loyalty, Community, behavior etc. Utility
- 12. HOLY GRAIL KYC Norms TRAI RBI Regulations INFORMATION & CONTENT BROADCAST MMA SERVICE PROVIDERS NETWORK DoT INFRASTRUCTURE DEVICES 12
- 13. Way Forward unique products, unique services, unique pricing Focus unique technologies NEED DISCOVERY! Localizing value creating local entrepreneurs, treating the community as the customer creation SEED TO TIP.. ALIGNING INFRASTRUCTURE NEEDS!! Aggregation of hyper-local content Enabling access to Tapping into local knowledge societies relevant content WIKIFY! Unconventional NGOs, FMCG, Self-Help groups, partnering Government Agencies Co –collaborate & Co OUT OF THE BOX!....ARFU FOCUS educate DEVICES & ROBUST RE-USE DEVICES REGULATORY READY TO USE DEVICES FRAMEWORK ENABLE NEW BUISNESS MODELS
- 14. Enabling Discovery ……withCanvasM Ideation Ideation Factory…to enable On Demand Innovation factory Leveraging 110,000 Employees across M&M Group & Educational Institutions
- 15. Consumer Study Experience User Studies Experience Contextual Inquiry of Mobile Services Kavita Iyer observing mobile users in the National Association for the Blind Usability Evaluation of Applications
- 16.