“Indian mobile users have matured to 2nd & 3rd devices”

Great monetisation opportunities have opened up for handset manufacturers, service providers and app developers, says Viral Oza of Nokia India

e4m by Noor Fathima Warsia
Updated: Sep 20, 2012 8:22 PM
“Indian mobile users have matured to 2nd & 3rd devices”

In the last year, Nokia has invested considerably to address the changing mobile landscape in India, and in the process has led to introducing news services and models. Viral Oza, Director-Marketing, Nokia India believes this opens a sea of opportunities for all constituents of the emerging mobile ecosystem in India. He addresses these points in a conversation with exchange4media.

On new opportunities presented to handset manufacturers with evolution of mobile…
India is one of the most vibrant and dynamic markets for handset manufacturers and remains the fastest growing telecommunications market globally. In today’s day and age, where mobile phones have gone beyond delivering just voice communications, the demand for services is consistent across rural and urban consumers. Both segments want entertainment and commerce related services. They want ease of access to the things they cherish most and look for a device that is able to deliver a seamless experience.

This presents great opportunities for handset manufacturers to innovate and deliver effective solutions that bring value to the consumer. It also provides monetisation opportunities for operators, industry partners and application developers who help cater to the wide base of consumers across price-points with localised and innovative solutions.

While Nokia continues to deliver a robust range of devices across price-points, as well as investing in signature services such as Nokia Music, Nokia Maps, Nokia Browser, Nokia Life, Nokia Store, etc., developers are helping create localised and relevant applications to deliver through the Nokia Store and Windows Marketplace. Our partnership with operators is aiding data consumption which helps consumers experience our solutions. For example, with the Asha 202, for the first time ever, not one but five operators offered special offers and 100MB data.

On the changing handset purchase trends in India…
We are now seeing the Indian consumer maturing. They are moving onto their second and third devices, spurring the growth of smart devices and solutions. These consumers want solutions that help them network, play games, read news, surf on the internet, listen to music, chat instantly with friends and families and even check their mails on their devices. The latest entry level Nokia 110 and Nokia 112 responds to this change. These handsets provide direct access to Facebook and Twitter from the home screen itself and come preloaded with eBuddy IM service for consumers to remain connected with their friends. The Asha series of devices boasts of a range of innovative solutions that were earlier only available on high-end devices.

On Indian consumers maintaining two mobile numbers…
Many consumers these days like keeping two numbers, not necessarily two handsets – and this could be for a number of reasons. While on one hand, they may be looking to keep their official and personal lives separate, on the other they may be trying to make the most of operator plans i.e. keeping one number for international calls and the other for local. As such, this has spurred the growth of dual-sim handset solutions in the market, which are now available across price-points.

On mobile manufacturers’ platforms that are being monetised…
Our Nokia store platform today has more than 120 million registered Nokia Store customers globally and offers more than 120,000 apps. It is currently driving more than 60 million downloads a month in India. Similarly, there are now 100,000+ apps available in Windows Phone Marketplace. Both these platforms are extremely successful in terms app downloads and consumer preference.

On smartphones helping mobile become a strong medium…
Mobile phone itself has emerged a strong medium. Consumers across the board look at mobile phones as a necessity and purchase the device that they believe complements their lifestyles and needs the most. This is defined not only by the price of device, but also as per the features and experiences that the device has to offer. The overall market has evolved. Nokia, over the past year, has been working towards blurring the line between feature phones and smartphones. The company is delivering solutions that were previously only available on smartphones, to the feature phone consumer also. The Asha range, for instance, not only provides consumers with their first experience of the smart solutions such as Nokia Music Unlimited, Nokia Maps, Nokia Store with a host of localised applications, Nokia Life, mail for exchange but is also emerging as the consumer’s first device for access to the internet, driving the overall benefits of mobility to a larger audience.

On whether tablets are categorised in mobile or PC/laptop…
We believe they form a part of overall mobility solutions. They, however, have created a separate category for themselves in the market.

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