The Hindu Business Line : Mobile & me

With around 100 million mobile subscribers, India is the third largest mobile market (next to China and the US) and one of the most vibrant mobile markets in the world with many unique characteristics. And, going by the current trend, the country could have around 500 million subscribes by 2010.

But with a diverse population, what is the profile of the `average Indian mobile consumer?'

SmartTrust's Mobile Trends Guide provides some snapshots of Indian consumers' attitudes to mobile services.

For instance, low cost of instrument is a major attraction to buy a mobile. And, despite mobiles offering many features, including MMS (multimedia messaging service) and GPRS (General Packet Radio Services), Indian consumers do not use them.

The survey by the Swedish company comprised face-to-face, telephonic and Web-based interviews and 404 Indian respondents comprising 48 per cent in major metro areas, 39 per cent in other cities and 13 per cent in towns and semi-urban areas. Excerpts from the survey:

Mobile: a necessary investment

The cost of purchasing mobile equipment remains consistent across all age groups with an average investment of around Rs 5,000 for a handset. Typically it is older users (35-49) who are the biggest spenders, paying an average of Rs 8,500. Teenagers follow next, with 25-34 year olds the least willing to make a major investment in a new handset.

In many other markets the mobile handset has become a commodity - with high street price wars between retailers often making the handset cheaper than the cost of a meal. However, in India, purchasing a handset is still a major investment. The average amount spent on a handset in India equates nearly half the average monthly salary. This is one of the highest ratios in the world.

Sasta, sundar aur tikau (cheap, attractive and durable)

India reports lower than average penetration of advanced handset features. The demand for grey-market handsets and lower cost of entry devices in many rural regions means that devices typically lack the functions seen on the latest models. This is viewed as a contributing factor to the low rate of feature penetration. Another factor is lack of awareness with consumers actually unaware of the features available to them on the current device.

Penetration of technologies such as MMS, GPRS and WAP (Wireless Application Protocol) is concentrated in users over the age of 25 and among post paid subscribers. Around 90 of Indian respondents classed in the low-income bracket (Rs 12,500 per month or less) did not have MMS capabilities and 91 per cent did not own a camera phone.

Sasta hai toh acha hai (cheap and good)

Indians are comparatively conservative in terms of how much they spend on their mobile services. About 58 of all mobile phone users in the country spend less than Rs 500 ($12) on their mobile phone service each month.

Mera mobile meri Sahat ke liye acha hai (my mobile is good for my health)

Asian consumers show higher instances of fear over the claimed potential health risks of using a mobile phone. In India, 59 per cent of consumers showed no concern over possible risks whilst in Europe and North America the average rate was over 80 per cent.

In India, it is men who show greater concern with 23 per cent claiming they were very concerned. Female teenagers are the least concerned of any age/gender group.

Outside of SMS, which still contributes over 80 per cent of a typical operator's data revenue, the industry is still searching for the killer data application that will trigger mass market data usage and a much needed hike in ARPU (average revenue per user). Use of services such as GPRS, MMS and WAP although existent, is less than half as popular as text messaging which stands at almost 100 per cent of the audience polled.

Education plays a key role. Many consumers are unaware of their device's full potential.

Handsets purchased on the grey market are frequently not configured to access the carrier's value added services such as WAP and MMS. These devices tend to be limited to voice and SMS usage.

The perceived cost of value added services is often much higher than its true cost. This is a global phenomenon with most consumers believing the cost of MMS to be 25 per cent higher than it actually is.

Mera photo (my photo)

The study shows that if you are an Indian male aged 25-34 and on a post paid contract, then you are more likely to print your camera phone photos than any other Asian market covered in this survey (22 per cent). Some interesting factoids about MMS usage in India are:

Those with management roles are least likely to use MMS

Those with children are keen to learn how to use the MMS service more.

20 per cent would like to use MMS more often (perhaps to share pictures of kids?)

25 per cent of students do not MMS more because of cost

Fastest finger first

The survey reveals that men in the age group of 25-34 use SMS function more than women. However, on the whole, females are the biggest daily texters - 83 per cent of women text every day as opposed to 65 per cent of men. Children seem to impact the way you use your phone in India. Respondents with no children are the biggest texters — the more children you have, the less you text.

No Internet please - we are Indians

53 per cent of Indians with Internet-ready phones do not use the functionality on account of the fact that they think it is too expensive.

However, of those that do access the Internet, 49 per cent access Yahoo! as their preferred Web site, whereas 46 per cent use the service to download games.

However, those that do use their handsets to access mobile Internet are using it to download content that helps them to personalise their devices. Ring tone remain the most popular download with games and wallpapers in second and third place.

Lone Ranger

In some cases, the mobile phone is also making Indians anti-social. More than half of consumers who use their handsets to listen to music have done so whilst out with family and friends. Equally amazing is the fact that 21 per cent of males who listen on their mobile have done so whilst at work.

raja@thehindu.co.in

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