Conference on Rural Telecom Markets by Tele.net

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 driver of Mobile Revolution ……..
Today 100 Million Users
By 2012, rural India will account for over 60%
of total telecom subscriber base
3

4. Maslow Need Hierarchy for 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 do not change…
What
Does
Change!
5

6. Fundamental needs do not 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. Not
enough
EXPERIMENTATION & AWARENESS

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 ......Are MORE 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 ……with CanvasM 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. Thank You