Top 20 Quotes from Mobile Sparks 2013 – looking forward to the 2014 quotes today! http://yourstory.com/2013/12/quotes-mobilesparks-2013/
Recap of 2013, 2012 editions: http://yourstory.com/2014/12/mobile-sparks-2013-recap/ http://yourstory.com/2014/11/mobilesparks-2012-recap/
Kirti Punia welcomes delegates to the mobile showcase of the year: Mobile Sparks!
Chandan Raj, COO of @YourStoryCo, formally welcomes audience to the third edition of MobileSparks!
Chandan: Mobile has changed the work we work, operate, think – many of you must have arrived here using a taxi app!
Chandan: 50B messages a day are shared on WhatsApp. Mobile drives content generation and sharing
I. Opening keynote – “The Next Chapter in Mobile”
Anand Chandrasekaran, Chief Product Officer, Bharti Airtel @anandc
Anand/Airtel: This morning we broke the TV ad for Wynk Music, let’s watch it now!
Nice roundup of global music sounds and images on the Airtel Wynk music ad!
I have been an entrepreneur and hate when people from big companies give gyaan about what’s happening!
We do market visits on Thu/Fri – part of the job! Talk to users across the country
We met a huge data user in Chandigarh running a video store, downloading videos on night, burn on SD cards, and selling them
Android best in breed smartphones under $100 is breaking barriers in India
Now we are also seeing 4G smartphones at $150, and this will continue to come down.
Airtel has 35M smartphone users in India. Smartphones dive data usage
Tenets to live by: focus on the user – pick the painkillers and not the vitamins
Challenge – telco can become an underdog, they have to fight to earn their place in the face of other bigger companies
Our survey: Will you add Wynk and delete every other music app you have?
Interruptions with ads disrupt the music listening experience
The best awards are those given by users
Our campaign to bring Indian users online: “India, meet Internet”
Big passions need a big screen – Airtel can bring these screens together also (eg Google Chromecast partnership)
No battle plan survives first contact with the company. 4G will drive a mobile revolution in India
Use cases, not just GigaByte quotas, drive mobile data adoption
Emerging frontiers – smart spectrum usage, self-organising networks in major cities
Airtel initiative – Everyone Get Aboard – with 20+ top app developers in India. Use APIs instead of network calls
We cut down download time of our homepage from 13.8 seconds to 1.8 seconds
We want to make mobile payments as simple as making a phone call
Startup tips: Pick a problem worthy of your life. Keep your eyes and ears open. Never forget ‘why’ for yourself and your users.
Give users autonomy, mastery
Wrigley’s was a washing powder company and then pivoted to become a chewing gum company
People launch startups do fulfill a bigger purpose in life, and do this within a framework of autonomy rather in a big firm
Tip: Big companies should have the foresight and courage to engage with startups and learn from them
Q&A session: 95% of our users are pre-paid, rest are post-paid
Q&A session: We started very early with Airtel money three years ago, not yet a big success
There are so many times I left home without my wallet, I wish mobile payment was easier, safe and frictionless
Mobile money has to be open loop, not bound to only one kind of money
Q&A session: I don’t think startups should want to be acquired by Airtel!
Q&A session: SnapDeal: 30% of app failures are to do with the network, not the app
II: Panel: Mobile Payments
@ezetap @Paytm MomoE @MobiKwik PayU Moderator: TC Meenakshisundaram, IDG Ventures @TCMsundaram
TCM/IDG: eCommerce companies are getting about half their transactions on mobile
Big trend of 2014 in India – rise of mobile-first companies
Amit Lakhotia, Paytm @amit_lakhotia: We are targeting online and offline payment channels. 2014 – we launched wallet solution
Within 11 months we had 18 million wallet users in India; will exceed credit card penetration in India in two months. A year ago no one mention mobile wallets, now it’s popular
Bhaktka Keshavachar @ezetap: I was building cellphones in the early 1990s! Even 20 years ago people expected mobiles to work with vending machines!
Prashanth Surarla, PayU (merchant payment needs): Findings of 2014 – consumer usage, banking integration. See Barclay’s video PingIt
Karthik Vaidyanathan, MomoE (payment app): accessible for restaurant payment in Bangalore (50 outlets)
Users can split bills on the app, get realtime updates of consumption, and check out in realtime
Panel’s 2015 predictions: Rise of alternate payments (beyond usual banking routes)
EzeTap: NFC can reduce friction from consumer side, we are working on bringing it into India
There is scope for NFC to take off quickly in India, given the large smartphone user base
Good use case scenario in India – one day I should be able pay my auto fare by tapping my phone on the meter
PayU: Faster refund solutions will increase volume of stored volumes, eg ClearTrip, BookMyShow
Audience Q: How much of mobile payment in India is tied to credit/debit cards, and how much is independent?
PayTM: We started P2P payments on Android phones in India two months ago; good traction
Q from BitCoin provider in the India: what is the vision of digital currency in India?
PayTM: Cash first, BitCoin later!
MomoE: There is potential for IMTS push transactions for merchants in India
EzeTap: Money has evolved over 2,000 years, have to move slowly in changing it! We may have Aadhar-linked digital payments in India
III. “How to Differentiate mobile UX with Design”
Sunit Singh, Design Head, Cleartrip @surdattack
Mobile has evolved from communication device to desktop extension to extension of life
Aim high – can you create a push-button experience in the mobile world to get things done?
Mobile design principles: reduce number of steps, eliminate redundancies, leverage device inputs
Sensitise yourself to each platform and see what it offers; takes care of hygiene factors
For design inspiration, look to the native apps in the device, eg typefaces, visual hierarchy
Be consistent in the form feel, eg in the way users search for flights, hotels
Context over consistency is also important at the same time, eg. during checkout flow
We now have added weekend getaways that you can search on your app; factored in for ‘hamburger’ menus on Android
The devil is in the details – always revisit the basics to make sure the design is right. Beauty takes sweat!
Audience attendee gives good feedback to ClearTrip on better promoting the app features/discoverability. Bravo!
IV. “Core Platform Capabilities to Create a Differentiated Experience”
Saran Chatterjee, VP Products, Flipkart
Desktop interactions have reduced to the single digits, the mobile shift is rapid and massive
15M Android downloads within one year!
Mobile opens up lots of bursty snacking; 4 or 5 bursts lead to a conversion
Anyone bought anything during our Billion Dollar day?
App ecosystem is not as agile as web ecosystem; still need to test features before wide rollout
Emerging frontiers: dynamic loading of libraries in optimized smart manner
Connectivity is a challenge in the world of mobile apps; especially an issue in India with network problems
Widget configuration should be on an as-need basis. We completely pivoted in our interaction flow
Top considerations going forward: leverage mobile capabilities – sensors, camera, location, voice
Key learning for mobile designers – early mindset is to pack desktop features into cramped mobile interface; avoid that!
See how mobile features can enhance discovery – eg link camera pics to product catalogues
Learning 2: Decision making – 50M shoppers use our app today; there will be more mobile-only than mobile+PC shoppers
Mobile convenience is becoming more palpable, more visible. 95%+ of our users will soon be on the mobile
Next steps: how to engage users with our app even though they may not have shopping intent!
Three phases of mobile shopper engagement: Attraction, Amplification, Addiction
Q: Is Flipkart using AugmentedReality, selection of nail polish? A: Exploring it, but not yet a priority
There’s a company with an app that allows products (eg TV set) to be ‘projected’ on a wall/table so user can visualise it
V: How Smartphones are Disrupting Other Adjacent Markets
Karthee Madasamy, Managing Director, Qualcomm Ventures
Qualcomm CEO: Mobile is the fastest and deepest adopted platform in the history of mankind
Mobile is the new architectural approach, disrupts other markets, eg energy, power
Mobile will have as many sensors as the automobile!
Mobile is also emerging as a hub of the Internet of Things, eg. home automation, automobile tracking
Key IoT challenge – discover, identify, interoperate, secure, manage.
Mobiles have taken on the harder problem of control in robotics, eg. reduced costs of drones (= aerial mobiles!)
We have launched a Robotics Accelerator targeting top 10 robotics companies/startups in the world!
If you are in robotics, don’t reinvent many of the wheels – start with the mobile phone as a platform
CEO/Founder of @YourStoryCo – @SharmaShradha – thanks all speakers for showing how India’s action is in mobile!
How many of you are entrepreneurs? How many of you have decided to never become an entrepreneur?
VI: Panel: Building Consumer Businesses on Mobile
Moderator: Karan Mohla @karanmohla IDG Ventures
Panelists from @freecharge @WeChatIndia @myntra @YatraHolidays @NewsHuntapp
Karan/IDG: Carrier billing can spur mobile commerce in India; need more trust in the system
Vishal Anand @NewsHuntapp: We focus on the Indian language market. We have different payment options for products
Nilay Arora @nilayarora @WeChatIndia: Multi-functional communication platform in India (people, objects)
WeChat mobile wallet is already being used in China to get soda from vending machines
Rajat Suri – @YatraHolidays: We have different audiences/needs in metros (airline; apps) and Tier3 towns (trains; SMS, USSD)
We have plugged in mobile wallet this year, getting good traction (eg. flight changes and re-bookings)
To improve engagement, we increase app functionality, eg. book airline ticket as well as do web check-in
Kunal Shah @kunalb11 @freecharge: We are the most utilitarian service possible, we focus on mobile access
Don’t ask your users to learn too much about complicated products/processes; simplification is key
Payment as a process should be as invisible as possible. I watched how college students in Koramangala topped up their mobile pre-paids
Our approach to engagement is different: get people to fulfill their task fast and get off ASAP!
Prasad Kompalli – @myntra: We want to engage users and bring them into the fashion world. Smartphones and apps are a default for Internet access
Myntra has less purchase frequency but higher transaction value. COD is convenient and scaleable in smaller towns
Shopping is a form of entertainment for many of our users; more traffic to our stores come from mobiles than desktop
Our engagement strategy is content led (beyond catalogues)
Chandan/YourStory: India’s mobile device sales market exceeded Japan this year ($10B)!
VII. Laws of Mobile Growth
Kunal Shah, Founder, Freecharge @kunalb11 @freecharge
Kunal/Freecharge: 82% of our charges are happening on mobile. We are already in mobile-only space
Marketing approach: We began only with IIT/IIM students; first coupon: McDonald’s (after 9 months of discussion)
Love is blind – don’t code first, you will become blind to the customer! Start with the customer first then develop product. For virality make sure it takes least effort for user to use/promote/share app
UBP > USP (Unique Bragging Point > Unique Selling Point)
Even the most mundane app has to have something cool and brag-worthy!
More weapons is better than less weapons when you want to try out what works for your customer
TV ads work for apps – we have seen a direct correlation with downloads (unlike desktop). Many small spots is best
There is no such thing as ‘cannot be measured’ – create a culture of daily metrics!
Be shameless and negotiate hard when it comes to setting prices
Maintaining speed is key (sounds like the movie Minority Report – “Everybody runs!”)
Always ask: Who is your customer? It changes over the years, keep probing to find ideal behaviour sets. Then migrate everyone else over to that profile – needs data crunching
Go beyond anecdotal reports, use data to probe and validate
We have a huge lift coming naturally from pre-paid. We are in a fundamental category like electricity
Comparisons: train platform v/s IRCTC v/s ClearTrip. Users migrate upwards, never go back to old methods of buying
We do not have a customer care number (neither does Uber). Use a more scaleable option like online
Time for networking now – after all, the motto of this MobileSparks event is Collaborate, Create, Conquer! mSparks
VII. “How to build a globally successful game out of India”
Anila Andrade @anilaandrade @99Games (from Udupi!)
Tip 1: In your soft launch, think of engagement and retention
Tip 2: Improve tutorial funnel (from download to learn to use)
Tip 3: Make sure your core loop is right, so that the product is new and engaging
Tip 4: Set up predetermined rules and pace the game/ product as needed
Tip 5: Get your users to invest in your app early
Tip 6: Make it easy to use the app with your friends
Tip 7: Keep content updates coming, it drives spikes in downloads
Tip 8: Figure out how to spread the holiday cheer. Get creative with holidays and current events.
Tip 9: Evaluate your revenue metrics, benchmark with industry leaders
Tip 10: Have awesome customer service!
We have 11,000 reviews on the Apple App Store so far!
Q&A: We took a year to develop the game pipeline – think of a game as a service also. Roll out across geographies
VIII: Monetizing your Apps in a Complex Mobile Internet Ecosystem
Prashant Dixit, VP, Global Data & Supply Partnerships, Vserv @dixitp @Vservmobi
There is complexity at the level of user, device, distribution. Calls for different number of builds
90% of apps are freemium and ad-supported. Ad monetisation: direct ads, auction, ad networks
CPI, CPX, CPCV, CPA, CPC, CPM
Key challenges in ad monetization: don’t offend users; maximizing fill rate of inventory; managing across campaigns; clarity in reporting
Our product VMax helps you monetize multiple channels, formats and in various control models
Leverage SmartData – we have partnerships with telco for user data about app usage; we tune ads accordingly, eg. show ads about new mobiles for users with old phones
IX: Panel: How VCs evaluate mobile opportunities in India
Moderator: Govind Shivkumar, LGT Ventures – Seedfund, IDG, Qualcomm, Inventus
Govind/LGT: The last material good which monks hang on to is the mobile phone!
Rutvik Doshi, Inventus (India): early stage VC – Bangalore, SV. Portfolio: Dhingana, TeliBrahma, PoshMark
Karthee Madasamy @mKartheepan @Qualcomm_in: Mobile is not a vertical anymore; as a horizontal it affects everything. DeckApp, Capillary, MapMyIndia, Housing
Karan Mohla @karanmohla IDG Ventures India: early stage fund. Portfolio: VisaxChange, Silver Bush, SourceBits. Also Myntra, Zivame, LensKart, Yatra
Bharati Jacob, Seedfund: I love the energy levels after lunch! Mobile is coming of age in India. Inflection point – 2014. Portfolio: SportsKeeda
Q: What do investors look for in a mobile startup? Bharati: Team, product appeal, frequency of engagement, monetization model
Karan: Also – what is the scale and importance of the problem you are solving; local v/s global focus, eg. DeckApp
Rutivk: We look for uniqueness of product, eg. not copycats of WhatsApp!
Q: What are some unique India-specific innovations? Rutvik: Some problems are uniquely Indian, and the solution, eg. RedBus
Karan: Some Indian startups have focused on video over narrowband (for operators)
Bharati: Don’t blame only some entrepreneurs for being copycat; some Indian investors are also to blame!
Bharati: But levels of innovation have been rising now in India, especially over the last couple of years. There will be many India-first and India-only plays. I am bullish on Indian entrepreneurs today
Rutvik: Copycat is not bad – look at how many taxi apps are in the India market today doing good things for commuters!
Karan: PeelWorks is a B2B startup with mobile solutions; India-specific. Mobile is a key platform for workflow solutions in India
Q: Uber faces legal challenges but is still worth $40B, why? A: That is supply & demand!
Rutvik: We always require our invested company to comply with the law, but disruptive companies are in new ground
Imperfections are OK for a startup as long as they don’t break the law
Q: What would you like to see from India in mobile products going global? A: More mature products, addressing bigger problems; better advisory teams
Bharati: think big, be problem-focused, not tech-driven, more design skills
Rutvik: 100 million mobile Internet users in India are waiting for something useful in addition to WhatsApp
Describe your problem in 10 words or one sentence – and everyone will understand your solution!
X: MobileSparks Startup Showcase
Eight pitches lined up from 300 applicants!
Jubin Mehta takes the stage for the most exciting part of the event!
1. AppKnox – https://www.appknox.com – security solution for apps, shopping
2. Fyne http://fitsome.co – dining app for menu ordering billing, sharing
3. Orobind www.orobind.com – fitness app for booking a certified coach
4. SquadRun www.squadrun.co – mobile marketplace for crowdsourced work
5. VocoNow www.voconow.co – mobile ad tech company for transactional newspaper ads (p-commerce)
6. Voonik www.voonik.com – personalized shopping/styling app for women (even without being fashion guru)
7. Walnut www.getwalnut.com – smart mobile assistant for day-to-day activities
It is mostly machines that are using SMS these days, not humans
8. Xenon Automotive www.wearexenon.com – B2B enterprise mobile apps, eg. automotive dealer networks
Congrats to the eight mobile startups: AppKnox Fyne Orobind SquadRun VocoNow Voonik Walnut Xenon Automotive! mSparks
Jury’s pick of Top 3 mobile startups: Voonik Walnut SquadRun
XI: Mobile & Mobility – Make for India
Harsha Kumar, AVP, Product, Olacabs
Our customers are passengers and drivers – two different apps
Location is the lifeline of our business. Location accuracy impacts revenue
Even if a driver is offline for a few minutes, it affects service quality for driver and customer
We leverage GooglePlay services for GPS fixes (more accurate distance calculation)
We were competing with Uber who was giving iPhones to its drivers!
Staying connected is everything – and that’s a challenge in India! You often go from 3G to 2G to no data network on one street
We use app plus SMS to connect to drivers when 3G connection drops
Q: What about passenger safety? Harsha: You can sure your ride info with others, they can track you.
Q: Can you use operator triangular tech? Harsha: Not spoken to them as yet
Q: Would you have chosen iOS instead? Harsha: Android is more flexible and open, eg. SMS callback
XII: Increasing User Engagement on Mobile Apps
Amit Somani @amitsomani @makemytrip
More than 75% of mobile apps are not opened after download. Human attention span is less than that of a goldfish!
Influence and engagement models: read the books Influence; Made to Stick; Hooked
The Hook model: external trigger -> action -> variable reward -> investment -> internal trigger
Rewards vary across nature of task, eg utilitarian
Elements affecting engagement: context (sensors), emotions (triggers, feelings), motivation, action, loyalty
Good example of how NOT to design a mobile app – Times of India’s news apps: overload of notifications and alerts!
Engagement and retention: via distribution through deep linking and chat; enable sharing of content for virality
Chat can be a good distribution channel, eg. WeChat, WhatsApp – can we connect that to a taxi booking?
‘Aha’ moments should also be your metric! How does customer delight drive loyalty?
Deep linking via Google search and GoogleNow open up tremendous opportunities for engagement
Walnut (personal finance app) from India delivered a good ‘Aha’ moment for me – a visual map of how I spent my money!
GoogleNow lets me manage my calendar – and reminds me when it’s time for me to drive to specific events
I used WeChat to connect to people I wanted to meet in Shanghai/China, and it connected to location info services
Key message: start with user context, not cohort analysis – that comes later. Understand their mindset, emotions, needs, wants, responses
Can you give a mobile experience that is 10Xbetter than the real world experience? Create a 2X2 matrix of usefulness and relevance
Some apps can deliver useful data and delight within hours; others take weeks
XIII: Testing India’s Top Downloaded Apps
Pradeep Soundararajan @testertested @moolyatesting
Pradeep, wearing a mask: I am the blue whale in the Blue Ocean!
Testing is seen as unglamorous by the IIT/IIM types – that left the testing market wide open for you!
We tested India’s top downloaded apps! Top – Flipkart, PayTM, Ola, Zee
Device proliferation is a problem for developers but good for me – gives me more opportunities for testing services! We will soon have more testers than developers.
We have developed tools for scaling testing services. I am uber cool, just watch me!
We publish device reports and other content products. Current market gap: doing testing on the move
We don’t use simulators/emulators, we run on the real devices so we can show accurate logs of bug reports
XIV: Mobile App Launchpad
Four apps being launched today at mSparks
1. BetaGlide www.betaglide.com – mobile-first analytics insights engine. Track app performance, competitors; events
2. FreekAll www.freekall.co – free low-cost phone calls without calling cards (via WiFi); ad-supported
3. Tapcibo www.tapcibo.com – food demand platform with in-house chefs; delivery orders placed via app (Indiranagar and Domlur – weekday lunch)
4. TourLandish www.tourlandish.com (500Startups) – curated selection of activities for tourists; last minute inventory. Launching next in Vegas!
Congrats to the four app launches: BetaGlide FreekAll Tapcibo TourLandish! mSparks