This document discusses how people use mobile apps for self-expression, discovery, preparation, personal time, shopping, and socializing. It finds that apps are becoming more popular than traditional mobile ads and browser-based experiences. The most downloaded apps in the US are Messenger, Snapchat, Facebook, Instagram, and Color Switch. However, only about half of the most downloaded apps are among the most used, suggesting new apps struggle to retain users. Getting users to initially download an app is difficult, but keeping them engaged is even harder. Metrics like monthly active users are better for measuring app popularity and success than downloads alone. The document also discusses the growing success of Paytm in India's digital commerce market and strategies for fraud prevention

1. HOW PEOPLE REALLY USE
MOBILE???

2. • Self expression.
• Discovery.
• Preparation.
• Me time.
• Shopping.
• Socializing
• Accomplishing.

4. APPS VS Ads….
.

5. APPS WILL TRUMP TRADITIONAL ADS.
• Consumers value
functionality not ads.
• Apps are more cost
efficient , can enter new
revenue schemes.
• 82% mobile users prefer
apps over browsers.

6. POPULAR APPS IN AMERICAN
MARKET.
1. Messenger.
2. Snapchat.
3. Facebook.
4. Instagram.
5. Color Switch
6. Pandora
7. ……

8. ARE MOST DOWNLOADED APP MOST
USED???

9. It is about half of them.
This suggests that either they are new entrants
still building the base or simply can’t retain the
users they acquire.
GETTING USERS TO DOWNLOAD YOUR APP IS
HARD…..
BUT GETTING THEM TO KEEP USING IT IS
HARDER………..

10. RATING AN APP.
• Whether the goal of an app is to drive in app
purchase or ad revenue or provide better
customer service, the first step is to get
PEOPLE ACTUALLY USE APP.
• So an effective way to measure and compare
relative app popularity is to look at MAU….
Monthly Active Users.

11. PAYTM AN
EMERGING
GIANT IN
DIGITAL
COMMERCE
IN INDIA

12. The transaction volume via m-wallet
has had more than 3X growth in the
last 2 years.

13. COURSE OF ACTION..
• Adding more
merchants daily
with a market place
of its own.
• Followed by cash
back offers to
attract more users.
• Better integration.

14. FOCUS TO ENHANCE:
• Wallets – services
akin to banking.
• Push to digital
commerce.
• Beyond recharges
and bill payments.

15. BEYOND RECHARGES AND BILL
PAYMENTS.

16. CHALLENGES…..

17. THE QUEST FOR CASH
• Even to pay
utility bills, the
majority still
withdraws cash
than paying using
internet.

18. FRAUDS
• Incentives in
form of cash
backs also
come across
users who try
to game the
situation.

20. STRATEGIES
• Creation of MOBILE FIRST banks with much
less cost of operations than traditional banks.
• Banking accessible to population.
• Push towards digital commerce.
• Partner with banks.
• Casa addition.
• Expertise in exchange.

21. SOLUTION TO FRAUDS.
• Facial recognition
technology.
• Card check.
• ID check.
• Iris authentication.
• Thumb print verification.

22. TACTICS AND PROMOTION.
• Offers and incentives.
• Ease of use.
• Enhanced features.
• Wider accessibility.
• Installation offers.
• Building trust.

23. COMPETITION
• Mobikwik.
• Oxigen.
• Free charge.
• Contd…..

24. TARGET MARKET:
• In India about
35% population
uses
smartphones.
• All current
users and
future users.

25. Towards a BETTER app instead of
BIGGEST app.
• Even if we crack to the
top 10 , it doesn’t
guarantee app usage or
retentive success.
• Instead focus should be
towards building an app
that keeps users coming
back and prompts natural
reason to share within the
network

26. Something useful, shareable has

27. THANK YOU

28. DISCLAIMER
Created by Shilpa Rani, NIT Agartala(Tripura),
during an internship under Prof. Sameer Mathur , IIM
Lucknow.