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Mobile Trends India 2013 – Smart Insights
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We proudly boast off the name crowned to our eon – ‘The Thumb Generation’. Our thumbs are constantly
on the move performing so many activities every hour, each minute and each second! Texting,
whatsapping, gaming and, not to forget, shopping! Wireless communication and held-hand devices have
dominated our lives and thankfully will carry on doing so, with enhanced intensity, for a number of decades
to come.
In the last 10 years India has undergone a massive revolution. Mobile phones have entered every sphere
of our life. Mobile Apps have made our life convenient and easy, centring all our needs to just a single click
on the mobile phone.
What are Mobile Apps or Mobile Applications?
Aptly termed as “Nuggets of Magic” by the world famous genius Steve Jobs, these mobile apps are small
software applications, especially designed to run on mobile phones, tablets and like. Mobile Apps serve
different purposes like social networking, gaming, planners, etc. Occupying minimal space in your phone
memory, the different mobile applications graphically take up the area of a small 1 x 1 square on your
cell phone screen. These small squares or icons hold the entire magic. Just a tap on the icon can get you
instant access to every corner of the world.

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There are various stores which provide thousands and millions of mobile apps, some free and some paid.

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Apple App Store, Google Play, Blackberry App world and Windows Phone Store are a few examples of
app markets from where mobile apps can be downloaded within seconds.
Mobile apps come handy in performing various daily tasks. For your every chore there is an app. You
need to transfer data, you have an app. You want to check the weather, you have an app. You want to
listen music, you have an app. You want to burn some calories, you have an app. You want to book air
tickets, you have an app. You name it and it’s there to serve any and every purpose.
Before we proceed to the core motive of the article and dig into the detailed stats and figures of mobile
usage trends in India, let us know why this information is important for successful as well as potential
business owners like you.
The Mobile Phone Story

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Going back in time to a few decades before today, when mobile phones were an item of luxury and not a
necessity, like it is nowadays. The PCs were then in vogue. Almost every house had its own personal
computer and, thus, LAN connection made its way conveniently to the homes of a large chunk of the
world’s population. Top retailers and hot shot brands realized the unlimited potential of online advertising
and setting up online businesses through the medium of websites. The trend of online marketing took birth.
It was a picture perfect plan; minimal investment, vast audience and pouring profits. Soon after the
successful acceptance of this new trend, a number of companies started investing their capitals in website
development and focussed on getting online sales. In a matter of a few years every major brand had a
parallel online setup, many small and big business owners adopted the e-sale strategy and many new
entrepreneurs directly opted for sole online setups for retail and business.
But as a market tradition, technology never stays undeterred. Change is inevitable. After a few decades of
triumph and success, when things started to sail smoothly, the market was struck with another trend. The
mobile revolution! Easy availability, less cost, enhanced portability and multifarious features on mobile
phones put an end to the Personal Computer era. Mobile internet and the convenient ‘touch function’ of the
smart phones enabled more and more users to afford the technology and make use of online markets. The
sudden shift from the ‘PC era’ to the ‘Mobile Phone era’ posed a major problem to the online retailers.
The table clearly shows the visible global shift from the wide-spread use of PCs to mobile phones, in
particular, smart phones.
The online setups and websites that were made keeping in mind the wide 13-15 inch screens of laptops
were now being operated from small 4-5 inch mobile screens. It was a complete disaster. Frequent
zooming in and zooming out to operate a website can be very frustrating! This is the time when mobile
applications came in to save the day.
Many retailers realized that without convenient mobile apps their business setup could go down in the
dumps. Then started the pouring in the easy-to-use mobile apps, a simple replica of online websites, which
kept the mobile revolution growing to an unimaginable level.
As mobile apps started gaining popularity initially, the co-founder and then chairman and CEO of Apple
Inc., Steve Jobs was the first one to foresee this change in tides. Highly impressed by the versatility of
mobile applications and their unlimited benefits to the user, Steve opened the first popular app store- Apple
App Store. And hence began the journey up the ladder of success.
Now all these events were centred around United Nations and its neighbouring countries. The reason why
the alpha to beta of mobile app trends was narrated is so that you take a lesson and do not miss a single
opportunity to take your business to the zenith of success with the application of right ideas at the right

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time. And the right time is now!!
India is continuously ascending up the ladder of mobile revolution and more and more users are adopting
mobile-based purchases. Mobile Apps and Mobile internet are gaining more and more acceptance with
every passing day. The PC era in India and almost the entire Asia is now at its final stage and will soon be
on its way out. A considerable portion of the Indian population has shifted from the use of feature phones to
smart phones. However, the penetration of Mobile internet is yet to take place. The use of mobile apps is in
vogue and the viral will extend its arms more and more in the years to come. Now is the time to be a part
of the mobile revolution and make the best of this coming opportunity wave.
In the nutshell, here are 5 top reasons why mobile revolution is important for your business:
The Smartphone Viral:
With every passing day the number of Smartphone users is multiplying by a great factor. Of 4 billion
mobile phones being used globally, 1.08 billion are Smartphones, and this figure is on a continuous
upward trend. 20-30% of these users are adamant mobile-shopping purchasers whereas a large chunk of
remaining portion use their Smartphones for surfing websites. Individuals are shifting from feature phones
to Smartphones at a tremendous pace, in India as well as in all other countries.
Increased Website Hits:
As more and more individuals are opting for Smartphones, having a mobile website working parallel to
your online setup can be a jackpot deal. Mobile apps and websites can help you attract a lot of traffic to
your website, having a twofold impact on your website visits.
Added Customer Convenience:
Mobile websites allow your customers to make their purchases on the go. With just a single tap on the
screen, the order is placed and ready to be shipped. What else could a customer ask for? The added

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convenience and ease in placing orders within seconds over smartphones will have a direct effect on your
number of your sales.
The login is simple, Increased Convenience = Increased Sales = Increased Profits
Enhanced Customer Interaction
With the boon of mobile applications at your disposal, connecting with your clients and potential customers
has become extremely convenient. Adding the services of posting product reviews, sales alerts, discount
coupons and customer feedback can now be highlighted to a greater extent, than that in case of online and
offline advertisements.
The Small Screen Catch
One of the biggest advantages of mobile revolution is that you no longer need to apply any tactics to attract
attention to particular content. On a wide computer screen, it is very difficult to highlight all the important
content to your visitors. Organizing and positioning of content using becomes very difficult. However, small
mobile screens rule out this problem. You can display discount schemes, new stocks, changes and
updates in your mobile website or application.
India being on a very initial stage of this mobile revolution, gives you a huge, however short-spanned,
window of opportunity where you can take your business to unimaginable heights with the use of mobile
apps and mobile websites.
Taking on a more figurative view of the scenario, let us analyze the global mobile trends with some stats
and numbers at hand.
Global Mobile Trends
One of the best ways to estimate the inexplicable reach of mobile phones these days is by analyzing the
scenario in the remote areas of the world. In isolated areas of the world where even sanitary provisions fail
to penetrate, we witness prevalent use of mobile phones! Individuals are readily opting for mobile services
and leaving behind the old trends.
The number of mobile subscriptions in use till date offer a staggering figure. It is estimated that by the end
of this year, the number of mobile-cellular subscriptions will reach a number equal to the number of people
on the planet. Mobile industry is running high on sales and its widespread reach is further triggering the
trend of mobile internet.
The figure here indicates the yearly rise of mobile-subscriptions on the global front. It will help you get an
idea of the vast audience mobile phones communicate with today and what the scenario will turn out to be
in the coming years. The mobile usage trend can be easily analyzed.

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Mobile Internet Adaptation
Mobile Internet may be called the by-product of the
raging mobile phone trend in vogue these days.
Firstly, let us understand what we mean by the term
'Mobile Internet' and what significance it holds for you.
Mobile Internet refers to the usage of web services,
also known as world wide web services, using mobile
devices. Mobile internet enables mobile users to
operate internet functionalities over their mobile phone, as they would do using a personal computer,
laptop or the like.
Why do you need to know about Mobile Internet?
Mobile Internet is now reigning over the entire world with its exquisite features of easy accessibility,
versatility and instant connectivity.
1) On a Global Scale
From a total in 2.4 billion active users of internet, a whooping figure of 1.5 billion is solely dedicated to
mobile internet users, either primary or secondary. The number of PC users is day by day being
overhauled by the number of smartphone users. It is a matter of just a few years, or maybe months, when
PCs will take a backseat and smartphones will be the sole medium for making online purchases from
ecommerce stores. Android enabled devices are gaining more importance as compared to Windows-powered
devices. It is expected that by 2016, Android will overtake Windows with 2.3 billion devices in its
kitty.
The graph shows the optimistic trend in the growth of mobile internet users from 2008-2012. 2013 trends
show a similar picture, with better figures and an increased graph slope.

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If we talk about US, retailing is now being replaced by M-tailing which takes up 11% of the total e-tailing in
US in the year 2012. It is expected that the figure will further rise to 24% by the year 2016.
From the following table we can clearly see the tremendous growth of Smartphone and tablet users in the
internet world. Dropping the figure of traditional PC users by 10%, the table tells an optimistic story for the
hand-held devices. In smartphones, we can visibly notice the triumph of iPhone and Android throughout
the 4 quarters of 2012, passing on their legacy to 2013.
Here is a mind-blowing figure which shows the rise in mobile internet users as compared to PC web users:

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Source: http://fredericgonzalo.com
Year 2013 has already witnessed the upsurge of mobile web and downfall of the PC era. In the coming
years the trend of mobile internet is estimated to continually rise, keeping the PC usage at bare minimal.
Today mobile users roughly constitute of a almost 20% of the world's population. Take a look at the global
scenario of the world's distribution of mobile penetration.
Source: http://fredericgonzalo.com
Of the 5.9 billion mobile phone users in the world, 30% of them reside in only China and India. Having

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such a vast potential of mobile phone users, India is on the verge of a vast business upheaval.
2) In India
India has a well spread system of the mobile network. Even in rural areas, where basic amenities find it
hard to pave in, mobile phones have found their place. Having over 160 million internet users, reaching the
Indian audience has become very convenient. From the 160 million internet connections, 86 million users
belong to the mobile internet category. Undoubtedly, mobile phones is the easiest way to connect with all
kinds of audience, belonging to all age-groups, demographic areas, cultural backgrounds, etc.
The recent craze of smartphones and the mobile internet has kept millions of Indians captivated. Here is a
graphical distribution of mobile users coming from different age groups and their estimated time spent on
different activities.

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Source: www.digimouth.com
An individual spends a considerable amount of time using his smartphone for various activities.
The ever-growing 3G network with around 22 million users and the upcoming 4G technology have made
mobile internet more accessible and penetrable among the Indian audience. In contrast to the 60 million
PC users in the country, we have 36 million smartphone users.
Let us take a look at the variation in the numbers of mobile internet users and desktop web users from over
the past few years:
The visible rise in the number of mobile internet users give us a clear indication to move our focus from
simple online website setups to parallel compact mobile apps and other mobile related services.
Success Stories: Watch and Learn
The best way to learn is by demonstration! Let us make the most of some of the coolest mobile web apps
by popular brands and big hotshots, that took their businesses soaring high in the sky!
Global HotShots
Starting with the global leaders, we take a look at the famous brands and how their mobile apps operate.
1) Starbucks
The leading coffee brand 'Starbucks' takes away the limelight with the most fun and exciting mobile web
app. Adding the elements of fun and excitement, Starbucks has successfully conquered and excelled in the
mobile advertising trends and approaches.
Here is a look to the Starbucks mobile application:

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Source: Starbucks.com
The mobile application acts as a user Starbucks Card. The app allows payment
of bills by scanning and alongside provides rewards to its customers in terms of
Starbucks points.
Apart from this easy pay technology, the Starbucks mobile application also
helps locate nearby stores where the required order can be collected from.
This unique, yet easy mobile business idea gives the customers added
reliability and comfort. Thereby, all these factors contribute to the popularity of
Starbucks app and it's share in the daily sales.
2) Dunkin' Donuts
The all in one pack of Dunkin' Donuts mobile application brings all the important features and functions to
a hand-held screen. Offering discounts and offers, store locators, menu cards and what not!
The one the go mobile app makes purchase very easy, keeping the sales graph climbing higher and
higher.

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3) Barclay
Barclay is yet another example of a successful mobile application company. It allows its users to get an
instant one tap access to their accounts, to make easy transfers, payments, etc. A perfect example of how
the mobile business can effectively used in the banking sector.

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India
1) Book My Show
In the Indian websites, Bookmyshow is perhaps the
most successful example that one can quote. The
online website of www.bookmyshow.com has been
popular choice for booking tickets for shows, events
and movies. It contributes to 80% of online ticketing
and 10% of overall box-office booking. However, with
the launch of its mobile web app its bookings have
reached a level like never before.
Source: bookmyshow.in
The multi-feature mobile application allows its users
to get a complete access of every detail pertaining to
ticket booking. You can check the trailers, available
venues, available seats and much more. Within
seconds you can book a ticket with the boon of
smartphone at your disposal.
Bookmyshow aptly terms this quick and easy
experience as 'The Pocket Booking Evolution'. The
sales graph of Bookmyshow is a clear indicator of
how the mobile business can boost your sales and
take your business to a completely new level of
competition.
2) OLX
OLX is an online renting, selling and buying website with a
number of users and followers in its listing. To cater to the
growing internet population, especially the mobile connected
users, the OLX app was launched in May, 2012. Realizing the
vast potential and ever growing mobile internet population, the
OLD mobile application launch was just the right thing to do. A
considerable lot of its users operate solely from mobile due to
the added convenience and speed on the mobile web apps.
It gives its users the convenience of making online sales and
purchases without the hassle of operating its website via a
desktop setup. Users can directly upload pictures of the items
they wish to sold, enter its details and post an ad for free within seconds!
3) Dominos
The leading pizza brand Dominos has jumped into the mobile revolution and made the most of it already!
The dominoes mobile app launched in India witnessed great success, taking its sales up by a considerable
number.
Equipped with one tap menus, discount coupons, offers and much more, ordering a pizza has never been

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more easier.
How to dive in the Mobile Revolution?
Now that we know how the mobile technology will engulf the entire
business market in India, it is important that we take steps before it's too
late. Dive in this wave of change and give your business what it needs to
reach the top. With the mobile usage trends and all the stats and figures in
hands, you can judge where your target audience lies and how you can
reach it with minimal hassles.
Get your own mobile optimized website and have your company mobile
app launched in the race. Many app developers and website developers
are available in the market to suit all budgets.
The godaddy.com advertisement viral on television these days promotes
the development of mobile optimized website to help your small or big
business blossom and grow like never before.
Put in efforts with these two basic
elements and simply follow the mobile
advertising trends in vogue these
days. The next steps will come to you
naturally as you get started.
Seize this golden chance for your
business before the sands of time
close this window of opportunity. The
way to the top is right in front, all you
need to do is follow the path and
watch your dreams turn to reality.
Get started with your mobile
business today!
You can also take a look at link provided below. The video gives detailed dig into the Mobile Trends in
2013: http://www.youtube.com/watch?v=arcvbo_fQJk
Sources: http://www.avendus.com/Files/Fund%20Performance%20PDF/Avendus_Report-
India%27s_Mobile_Internet-2013.pdf