Presentation on the mobile content ecosystem from the Digital World Conference 2012 in Dhaka, Bangladesh.

1. Building
the
Mobile
Content
Ecosystem
in
Bangladesh
Digital
World
Conference
Dhaka,
Bangladesh
Saturday,
December
8,
2012
Nash
Islam
CEO
Director

2. Story
of
Change
BD
app
www.changebd.net

4. No
ecosystem
to
support
the
Change
BD
app
?

5. End
Users
Developers
&
Carriers
Content
Providers
Mobile
Market
Overview
OS
Providers
Device
Manufacturers
Source:
Charlie
Kindel
(2012)

6. End
Users
Developers
&
Content
Carriers
Providers
OS
Providers
Device
Manufacturers

7. 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)

8. Mobile
PenetraFon
in
Bangladesh:
63%
Source:
Business
Monitor
InternaPonal
(Q4
2012),
US
Census
Bureau
(Nov
2012)
&
We
Are
Social
(Nov
2012)

9. Bangladesh
added
more
than
50,000
new
mobile
subscripPons
every
day
in
the
first
six
months
of
2012
Source:
Business
Monitor
InternaPonal
(Q4
2012)
&
We
Are
Social
(Nov
2012)

10. Bangladesh
Internet
Subscribers
July
2012
Category
Subscribers
Mobile
Internet
27.8
million
ISP
+
PSTN
1.2
million
WiMax
400k
TOTAL
29.4
million
Mobile
accounts
for
94%
of
Bangladesh’s
internet
subscripPons
Source:
Bangladesh
TelecommunicaPon
Regulatory
Commission
(Jul
2012)

11. Awareness
of
mobile
internet
in
Bangladesh
remains
relaPvely
low
58%
39%
amongst
Urban
amongst
Rural
subscribers
subscribers
Source:
Ericsson,
as
cited
in
Daily
Star
(May
2012)
&
We
Are
Social
(Nov
2012)

12. 5%
31%
of
local
visitors
to
of
NRB
visitors
to
Bangladeshi
VS
Bangladeshi
websites
are
from
websites
are
from
mobile
devices
mobile
devices
Source:
G&R
Ad
Network
(Nov
2012)

13. Influences
on
mobile
user
behavior
Bangla
characters
are
not
supported
on
most
handsets
Source:
We
Are
Social
(Nov
2012)

14. Influences
on
mobile
user
behavior
56%
Adult
literacy
rate
in
Bangladesh
Source:
UNESCO,
as
cited
in
Infosaid
(May
2012)
&
We
Are
Social
(Nov
2012)

15. Bangladeshi
mobile
subscribers
sent
just
1
SMS
per
month
in
2011
That’s
400
Fmes
fewer
than
the
Filipino
average
Source:
Nielsen
Media
&
Demographics
Survey
2011,
as
cited
in
Infosaid
(May
2012)
&
We
Are
Social
(Nov
2012)

16. Radio
Access
is
Mostly
Mobile
73%
34%
of
Bangladesh’s
radio
listeners
use
a
VS
of
Bangladesh’s
radio
listeners
use
a
mobile
phone
radio
set
to
access
radio
to
access
to
radio
programming
programming
Source:
Nielsen
Media
&
Demographics
Survey
2011,
as
cited
in
Infosaid
(May
2012)
&
We
Are
Social
(Nov
2012)

17. End Users
in
Bangladesh
Key
Takeaways
on
Bangladesh
End
Users:
&
Content
Carriers
Providers
• There
is
a
massive
user
base
on
mobile
and
it
conPnues
to
grow
robustly
• Reaching
this
user
base
is
challenging
due
to
language
&
Device
OS Providers
literacy
barriers
Manufacturer
s
• Mobile
internet
&
voice
offers
the
best
opportunity
for
innovaPve
content
delivery
to
Bangladesh
end
users

18. End
Users
Developers
&
Content
Carriers
Providers
OS
Providers
Device
Manufacturers

19. Data
subscribers
as
proporFon
of
total
subscripFon
base
in
Bangladesh
Source:
Informa
Telecoms
&
Media,
Managing
Mobile
Data
Services
(2011)

20. Mobile
VAS
Market
Development
for
Telcos
Source:
Informa
Telecoms
&
Media,
Managing
Mobile
Data
Services
(2011)

21. CompeFFon
in
mobile
will
change
2000’s
Future
reliable
delivery
choice,
flexibility,
of
few
services
personalizaPon
basis
of
compeFFon
apps/
4
apps
600,000+
apps
use
cases
(voice,
text,
contacts,
camera)
(app
store
and
web
browser)
telco
network
coverage,
price
differenFaFon
speed
(commodity)
key
control
point
network
app
store
Source:
VisionMobile

22. AlternaFves
emerged
due
to
need
for
flexibility
Lack
of
agility
due
to
verPcal
integraPon
of
telcos
spawned
alternaPves
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
Lack
of
telco
innovaPon
on
key
assets
like
voice
or
SIM
in
the
last
decade

23. The
changing
nature
of
voice
communicaFons
The
choices
and
types
of
voice
communicaPons
are
mulPplying
2000’s
today
single
use
case
diverse
use
cases
any
device
to
any
device
dial
a
phone
number,
voice
transcripPon
talk,
hang-­‐up
voice
messaging
group
calling
push-­‐to-­‐talk
user-­‐ID
to
User-­‐ID
machine-­‐to-­‐user
web-­‐to-­‐phone
anonymous
calling
…
and
more
Source:
VisionMobile

24. The
emergence
of
voice-­‐second
devices
and
expansion
of
voice
to
apps
and
APIs
voice
is
blended
into
web
feature
phones
smartphones
and
devices
voice
=
phone
voice
=
app
voice
=
API
Source:
VisionMobile

25. Voice
as
a
killer
API
for
mashups
All-­‐Pme
top
APIs
for
mashups
Source:
VisionMobile

26. 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

27. Key
Takeaways
on
Carriers:
• Telco
revenue
will
be
data-­‐
End Users
dominated
rather
than
voice-­‐
dominated
over
Pme
Developers
&
• Mobile
sojware
innovaPon
will
Content Carriers
Providers
drive
the
unbundling
of
Telco
businesses
• Voice
services
can
be
reinvented,
parPcularly
important
for
a
low
literacy
market
like
Bangladesh
Device
OS Providers
Manufacturers

28. End Users
Developers
&
Content Carriers
Providers
OS Providers Device
Manufacturers

30. Low
Cost
Androids
in
Bangladesh
Symphony
Explorer
W5
Samsung
Galaxy
Pocket
Android
2.3
Android
2.3
TK
6,990
TK
10,490
Smart
S-­‐12
Kingstar
T50
Android
2.3
Android
2.2
TK
7,800
TK
6,500
Source:
hep://bdgsmarena.blogspot.com/2012/08/top-­‐budget-­‐android-­‐mobile-­‐in-­‐bangladesh.html

31. Cheaper
Phones
don’t
have
Data
Network
capability
Source:
hep://www.mobilephonebd.com/nokia-­‐mobile/nokia-­‐mobile-­‐phone-­‐price-­‐list-­‐bangladesh.html

32. India’s
US$40
Aakash
Tablet
"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
Source:
hep://www.mobilephonebd.com/nokia-­‐mobile/nokia-­‐mobile-­‐phone-­‐price-­‐list-­‐bangladesh.html

33. Key
Takeaways
on
Device
Manufacturers:
• Handset
prices
are
leading
indicator
of
popularity
End Users
• Content
that
comes
with
handset
is
important
for
value
Developers
proposiPon
&
meaningful
differenPaPon
&
Content Carriers
Providers
• We
need
smartphones
for
rickshaw-­‐wallas
OS Providers Device
Manufacturers

34. End Users
Developers
&
Content Carriers
Providers
OS Providers Device
Manufacturers

35. So
many
plagorms,
so
liele
Pme
Developers
face
a
real
challenge
making
apps
for
mulPple
plagorms
mobile
web
Windows
8
HTML/CSS/Javascript
C#,
C++
Android
iOS
Windows
Phone
Java
ObjecPve
C
C#
BlackBerry
OS
Java,
web
Boot2Gecko
Bada
HTML5
C++
webOS
HTML5,
C++
Source: VisionMobile

36. 71%
of
mobile
visitors
to
Bangladeshi
sites
used
the
Opera
Mini
browser
Source:
G&R
ad
network,
Nov
2012

37. Plaborm
Overview
for
Bangladesh
Plaborm
Pros
Cons
• Largest
reach,
works
across
most
devices
• Not
as
powerful
as
naPve
Mobile
Web
• Large
community
of
web
applicaPon
plagorms
developers
• Most
powerful
plagorm
for
development.
Lots
of
tools
• Android
adopPon
sPll
Android
• Strong
distribuPon
via
Play
relaPvely
low
in
Bangladesh
store
• Works
on
feature
phones
• DistribuPon
problemaPc
as
Java
ME
• Greater
reach
than
Android
no
popular
app
stores
or
Symbian
• NaPve
app
plagorm
with
• Nokia
phones
with
Ovi
are
Symbian
greater
reach
than
Android
decreasing
in
popularity
• Ovi
Store
for
distribuPon
relaPve
to
Android

38. Key
Takeaways
on
OS
Providers:
• Mobile
internet
offers
broadest
reach
across
OS.
Mobile
End Users
Web
apps
are
best
place
to
start
• Java
ME
apps
need
a
proper
app
store
Developers
&
Content Carriers
• Android
has
most
powerful
&
customizable
Providers
development
plagorm
for
naPve
apps
OS Providers Device
Manufacturers

39. End Users
Carriers
OS Providers Device
Manufacturers

40. App
Revenue
Models

41. AdracFng
developers
is
the
fastest
route
to
innovaFon
for
businesses
It’s
important
to
persuade
developers
to
use
a
specific
plagorm,
network,
tool
or
API
set

42. Cross-­‐plaborm
tools
democraFze
development
Extend
the
reach
of
masses
of
web
developers
beyond
the
browser
Cross-­‐plagorm
tools
about
“NaFve”
300K
developers
create
apps
using
programming
languages
and
tools
specific
to
plagorms
about
3
million
Source:
VisionMobile

43. An
ecosystem
to
support
developers
across
all
parts
of
the
app
life
cycle

44. To
create
more
local
apps
like
this

45. Key
Takeaways
on
Developers:
• Many
ways
for
app
developers
to
End Users
make
money
but
not
all
methods
are
enabled
in
Bangladesh
Developers
&
Content • The
businesses
that
aeract
Carriers
Providers
developers
to
their
plagorm
will
be
the
ones
that
win
• Tools
for
app
developers
will
accelerate
app
development
OS Providers Device
Manufacturers

46. End Users
Developers
&
Content Carriers
Providers
OS Providers Device
Manufacturers

47. Thank
you!
Please
feel
free
to
get
in
touch
nash@mangoesmobile.com
nash@gandr.com.bd