Why Mobile Marketing will work in India? – Top Reasons (Statistics and Figures) to notice. India is quick to join the Mobile bandwagon. Some statistics and figures that talk for themselves. A very clear indication on how India is adopting the wireless communication channel. And they say in marketing, FISH where the FISH is (FISH is in the Hands, show the worms on Mobiles). In the recent report from TRAI released on Jan 1 2008, the following are key points to notice:
- Wireless market in India grows by 13% with addition of 24.15 million subscribers in quarter ending September 2007. Meaning – More mobile phone users across India.
- Internet subscribers increased to 9.63 million at the end of September 2007. Meaning -higher proliferation of Internet across India.
- Broadband subscriber base touched 2.67 million at the end of September 2007. People are looking for higher speeds. (More online content and ads)
- The subscriber base for wireless services has increased from 184.92 million in June 2007 to 209.07 million in September 2007, whereas subscriber base of Wireline service has decreased from 40.09 million in June 2007 to 39.58 million in September 2007. — Clear indication of decreasing wire line usage and proliferation of mobile value added services. (Alarm bells for Mobile Ads Companies and VAS Service Providers and carriers)
Wireless Growth in Rural India
Rural Wireline subscriber base has decreased from 12.27 million in June 2007 to 11.99 million in September 2007, thus showing a negative growth of 2.28%. The rural wireless subscriber base has increased from 37.40 million for the quarter ending June 2007 to 43.98, registering a growth of 17.59%.
Making sense out of – ARPU
- Though the average ARPU declined ~7% at Rs. 275 for the Q3 ending Sep 07, though the overall average ARPU revenue increased as there was an addition of more subscribers.
- As well as I see, that Q3 is always the low spending quarter because most of the Big Indian festivals happen in Q4 including the Diwali, Christmas, BhaiDooj and New Year’s spending.
It’s a great opportunity out there to be tapped by the content and service providers and I am very positive that the Mobile Marketing should work in India.