This presentation discusses the following: 1. Is Smartness = Ease of Use? 2. How can device-provisioning approaches be adapted to suit the needs of low-income segments in emerging markets? 3. Open or proprietary mobile operating system will lead the market in coming years? 4. How can partnering models evolve to support the creation of new types of devices and applications? 5. How can Data Revenue be driven 6. Content is king, as long as it is contextual. 7. The fad of fascination with social media has improved content personalization

1. Exploring the Smart Devices
An Interactive Discussion
Smart Device and Content 2013 – 2013, New Delhi
Kall Ramanathan
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2013

2. Notice & Disclaimer
• The material in this presentation is the exclusive property of Port
Indigo and is intended for the eyes of the present audience only
• This presentation may not be reproduced, printed or shared, in its
original or any other form, fully or partly, without the written consent
of authorized persons from Port Indigo
• Any unauthorized reproduction or sharing of the information / concepts
discussed / shown in this presentation is subject to legal action
• All mobile phones shown in this presentation are for representative
purpose only, and not for any comparison or analysis
• Logos, trademarks shown, if any, belong to the respective companies
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3. Agenda
• Preamble
• Current Scenario
• Target Market & Demand
• Challenges and Pain Points
• Examination & Analysis
• Solutions & Suggestions
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4. Mobility Today
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5. Mobility is …
• The mobile phone is not just a
telephone that can be carried around
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6. Internet Access
• You don’t need a computer to access
the internet
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7. Innovations
• UI – evolved from text, to graphical, to touch
• Input Method – Keyboard, Mouse, Fingers
• Software – III Party Mobile Applications
• Hardware – More computing power, better multimedia
capability
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8. Social Media gets integrated
• Social media is no longer a fad or a silo, instead
it has become more integrated with life
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9. What does the customer want?
Be on social networks, stay connected
Browse the Internet
Upload pictures & videos
Get Streaming AV Entertainment
Play online games
Create, share & consume Content
Receive coupons and promotions
Access News & Information
Research products for purchase
Perform Online financial transactions, etc.
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10. Recognizing this …
• Mobile device manufacturers have integrated
these features …
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11. The Technology Leap
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12. The Smartphone
• Not just “more than a feature phone”
• Attractive, Affordable, Available
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13. State of the art Infrastructure
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14. An Ocean of Content & Apps
m-Entertainment gaming
m-Commerce
m-Health
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15. The Target Market
• India is one of the largest markets for mobile
subscribers
• Predominantly young, media-crazy & gadget-crazy
• Want to be connected, engaged and entertained at
all times
• Have more disposable income than at any other time
in the past
• Aspire to climb up the social ladder
• Spills over beyond metros and tier-1 cities
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16. The Result
• A huge surge in smartphone sales
• Tablets and eReaders are replacing printed
books.
• TV and gaming consoles are becoming
internet-enabled.
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17. Momentum
But what about usage?
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18. Data uptake
The shift from voice to data has been minimal
Why? explore your world
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19. Why the gap?
Are smartphones too complex?
Is access to content inconvenient?
Or both?
And what about content Discovery?
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20. Usage
• Phone is the most personal item, unlike any other
• What about technology in other walks of life?
• Multiple links, levels, Nothing instantaneous
• Content & App Clutter – a deterrent?
• Discovery requires effort from user.
• Are Smartphones used only as a “status symbol”?
• Post purchase, other stakeholders adversely affected
• What could be the solution? What is a smartphone?
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21. The Smartphone
A cellular telephone with built-in applications
and Internet access. In addition to digital voice
service, modern smartphones provide text
messaging, e-mail, Web browsing, still and
video cameras, MP3 player, GPS navigation
units and video playback & calling.
In addition to their built-in functions,
smartphones run myriad free and paid
applications, turning the once single-minded cell
phone into a mobile personal computer
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22. The $64 Million
Is Smartness = Ease of Use?
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23. The Customer
• In most cases, is not interested in
technology!
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24. The User wants
• To consume a variety of content with least user input
• Highly interactive & personalized content delivery ranging from
Multimedia, Entertainment, Social media, News & information, M-
Commerce and other services.
• Offer ease and convenience to do so anytime anywhere and serve
the need to “Stay Connected”.
• Easy discovery of content
• Provide better user experience irrespective of platform or personal
capabilities
• Mobile Internet browsing without having to type URLs
• Mobile commerce without complicated technology
• Engaging and Customizable as per user preferences. explore your world
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25. The Solution
So?
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26. Standard Operation
A single, standardized, Open OS platform?
• Standardization will mean familiarity
• Ease of use & simplicity will drive usage
• “Push” instead of “Pull” would encourage adoption
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27. Provisioning
Innovative Provisioning Approaches
• Creation of new types of devices and applications
adapted to suit the needs of low-income segments in
emerging markets
• Drive Data Revenue through innovative partnership
and bundling
• Convenience will drive usage
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28. Content
‘SMART’ Content
• Contextual, Curated Content
• Personalized, not “Mass Customized” Content
• Targeted Content based on User Demography
• Trendy & easily discoverable Content
• Content Crowdsourcing
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29. Application Adoption
• Drive Mobile payments - the missing link?
• Mobile Entertainment – Direct To Mobile (DTM)
• m-Learning - The mobile Tutor
• Gamification & Mobile Gaming
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30. Conclusion
Most Importantly,
K IS S eep t imple, illy
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31. Questions
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