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Presentation on the mobile content ecosystem from the Digital World Conference 2012 in Dhaka, Bangladesh.
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Building the Mobile Content Ecosystem in Bangladesh
Nash Islam CEO
Director
Digital World Conference Dhaka, Bangladesh
Saturday, December 8, 2012
Story of Change BD app
www.changebd.net
No ecosystem to support the Change BD app
?
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Mobile Market Overview
Source: Charlie Kindel (2012)
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Bangladesh Mobile Phone Subscribers October 2012
Operators AcFve Subscribers Grameenphone 40.7 million
Banglalink 26.6 million Robi 21.1 million Airtel 6.9 million CityCell 1.6 million Teletalk 1.4 million TOTAL 98.3 million
Source: Bangladesh TelecommunicaPon Regulatory Commission (Oct 2012)
Source: Business Monitor InternaPonal (Q4 2012), US Census Bureau (Nov 2012) & We Are Social (Nov 2012)
Mobile PenetraFon in Bangladesh:
63%
Source: Business Monitor InternaPonal (Q4 2012) & We Are Social (Nov 2012)
Bangladesh added more than
50,000 new mobile subscripPons every day in the first six
months of 2012
Bangladesh Internet Subscribers July 2012
Category Subscribers
Mobile Internet 27.8 million
ISP + PSTN 1.2 million
WiMax 400k
TOTAL 29.4 million
Source: Bangladesh TelecommunicaPon Regulatory Commission (Jul 2012)
Mobile accounts for 94% of Bangladesh’s internet subscripPons
Source: Ericsson, as cited in Daily Star (May 2012) & We Are Social (Nov 2012)
amongst Urban subscribers
58% amongst Rural subscribers
39%
Awareness of mobile internet in Bangladesh remains relaPvely low
Source: G&R Ad Network (Nov 2012)
of local visitors to Bangladeshi
websites are from mobile devices
5% of NRB visitors to
Bangladeshi websites are from mobile devices
31% VS
Source: We Are Social (Nov 2012)
Bangla characters are not supported
on most handsets
Influences on mobile user behavior
Influences on mobile user behavior
Source: UNESCO, as cited in Infosaid (May 2012) & We Are Social (Nov 2012)
Adult literacy rate in Bangladesh
56%
Source: Nielsen Media & Demographics Survey 2011, as cited in Infosaid (May 2012) & We Are Social (Nov 2012)
Bangladeshi mobile subscribers sent just 1 SMS per month in 2011
That’s 400 Fmes fewer than the Filipino average
Radio Access is Mostly Mobile
of Bangladesh’s radio listeners use a
mobile phone to access radio programming
73% of Bangladesh’s radio
listeners use a radio set
to access to radio programming
34% VS
Source: Nielsen Media & Demographics Survey 2011, as cited in Infosaid (May 2012) & We Are Social (Nov 2012)
End Users in
Bangladesh
Carriers
Device Manufacturer
s OS Providers
&
Content Providers
Key Takeaways on Bangladesh End Users: • There is a massive user base on mobile and it conPnues
to grow robustly
• Reaching this user base is challenging due to language & literacy barriers
• Mobile internet & voice offers the best opportunity for innovaPve content delivery to Bangladesh end users
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Source: Informa Telecoms & Media, Managing Mobile Data Services (2011)
Data subscribers as proporFon of total subscripFon base in Bangladesh
Source: Informa Telecoms & Media, Managing Mobile Data Services (2011)
Mobile VAS Market Development for Telcos
CompeFFon in mobile will change Future
choice, flexibility, personalizaPon
600,000+ apps (app store and web browser)
price (commodity)
2000’s
reliable delivery of few services
4 apps (voice, text, contacts, camera)
basis of compeFFon
apps/ use cases
telco differenFaFon
network coverage, speed
key control point app store network
Source: VisionMobile
AlternaFves emerged due to need for flexibility Lack of agility due to verPcal integraPon of telcos spawned alternaPves
Lack of telco innovaPon on key assets like voice or SIM in the last decade
Operator asset OTT alternaFves
DistribuPon and retail Apple physical retail stores and digital App Store
Telephony Skype, Viber, TalkBox, Tango
Messaging Whatsapp, KakaoTalk, iMessage, Samsung ChatOn
Billing and seelement iTunes, Google Wallet, FB credits, Amazon 1-‐Click
User idenPty & profile Facebook, Google, Apple ID
TerminaPon Available on modern smartphone plagorms
Consumer intelligence DisPmo, Flurry, AppAnnie
The changing nature of voice communicaFons The choices and types of voice communicaPons are mulPplying
2000’s today
single use case diverse use cases
dial a phone number, talk, hang-‐up
any device to any device voice transcripPon voice messaging group calling push-‐to-‐talk user-‐ID to User-‐ID machine-‐to-‐user web-‐to-‐phone anonymous calling … and more
Source: VisionMobile
The emergence of voice-‐second devices and expansion of voice to apps and APIs
feature phones smartphones voice is blended into web and devices
voice = phone voice = app voice = API
Source: VisionMobile
Voice as a killer API for mashups All-‐Pme top APIs for mashups
Source: VisionMobile
Voice API mashups blend voice into new use cases
ije.com users created over 450 recipes mashing up phone calls with a host of Internet services:
Source: IFTTT.com as cited by VisionMobile
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Key Takeaways on Carriers: • Telco revenue will be data-‐
dominated rather than voice-‐dominated over Pme
• Mobile sojware innovaPon will
drive the unbundling of Telco businesses
• Voice services can be reinvented, parPcularly important for a low literacy market like Bangladesh
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Low Cost Androids in Bangladesh
Symphony Explorer W5 Android 2.3 TK 6,990
Samsung Galaxy Pocket Android 2.3 TK 10,490
Source: hep://bdgsmarena.blogspot.com/2012/08/top-‐budget-‐android-‐mobile-‐in-‐bangladesh.html
Smart S-‐12 Android 2.3 TK 7,800
Kingstar T50 Android 2.2 TK 6,500
Cheaper Phones don’t have Data Network capability
Source: hep://www.mobilephonebd.com/nokia-‐mobile/nokia-‐mobile-‐phone-‐price-‐list-‐bangladesh.html
India’s US$40 Aakash Tablet
Source: hep://www.mobilephonebd.com/nokia-‐mobile/nokia-‐mobile-‐phone-‐price-‐list-‐bangladesh.html
"Nobody thought it was possible to build a tablet PC in this price range. This requires a form of frugal innovaPon that is unique to India and developing countries. Frugal innovaPon does not mean creaPng an iPad killer. It is about creaPng an iPad for the 'rickshaw-‐wala' and for the mass of the market."
Suneet Singh Tuli CEO of Datawind maker of Aakash Tablet
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Key Takeaways on Device Manufacturers: • Handset prices are leading indicator of popularity
• Content that comes with handset is important for value proposiPon & meaningful differenPaPon
• We need smartphones for rickshaw-‐wallas
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
So many plagorms, so liele Pme Developers face a real challenge making apps for mulPple plagorms
Windows Phone C#
Android Java
iOS ObjecPve C
mobile web HTML/CSS/Javascript
BlackBerry OS Java, web
Windows 8 C#, C++
Bada C++
webOS HTML5, C++
Boot2Gecko HTML5
Source: VisionMobile
Source: G&R ad network, Nov 2012
of mobile visitors to Bangladeshi sites used the Opera Mini browser
71%
Plaborm Overview for Bangladesh
Plaborm Pros Cons
Mobile Web
• Largest reach, works across most devices
• Large community of web developers
• Not as powerful as naPve applicaPon plagorms
Android
• Most powerful plagorm for development. Lots of tools
• Strong distribuPon via Play store
• Android adopPon sPll relaPvely low in Bangladesh
Java ME • Works on feature phones • Greater reach than Android
or Symbian
• DistribuPon problemaPc as no popular app stores
Symbian • NaPve app plagorm with
greater reach than Android • Ovi Store for distribuPon
• Nokia phones with Ovi are decreasing in popularity relaPve to Android
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Key Takeaways on OS Providers:
• Mobile internet offers broadest reach across OS. Mobile Web apps are best place to start
• Java ME apps need a proper app store
• Android has most powerful & customizable development plagorm for naPve apps
End Users
Carriers
Device Manufacturers OS Providers
App Revenue Models
It’s important to persuade developers to use a specific plagorm, network, tool or API set
AdracFng developers is the fastest route to innovaFon for businesses
Cross-‐plaborm tools democraFze development
Extend the reach of masses of web developers beyond the browser
Cross-‐plagorm tools
“NaFve” developers
create apps using programming languages and tools specific to
plagorms
about 300K
about 3 million
Source: VisionMobile
An ecosystem to support developers across all parts of the app life cycle
To create more local apps like this
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
Key Takeaways on Developers: • Many ways for app developers to
make money but not all methods are enabled in Bangladesh
• The businesses that aeract
developers to their plagorm will be the ones that win
• Tools for app developers will accelerate app development
End Users
Carriers
Device Manufacturers OS Providers
Developers &
Content Providers
