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The screens have multiplied – and shrunk – the possibilities have expanded. Being present on just one screen is not enough to capture a global market, says a report on ‘Digitisation & Mobility: Next Frontier of Growth for M& E’ (media and entertainment) by Deloitte and Assocham. Revenue from value-added services now mainly comprises entertainment as smartphones are popular among urban youth. The true potential needs to be unlocked to take the medium truly beyond voice and SMS. As mobile technology redefines lifestyles and replaces traditional media such as TV and radio, it has also complemented them.
India has about 900 million mobile users. The mobile phone market has grown by 12 per cent year on year. It is the third largest smartphone market in the world. Several services are becoming available across many devices as well as online, making for a multichannel experience, be it entertainment, shopping or social media. Consuming content on the go is becoming popular, taking the share of videos and non-PC devices in internet traffic up. Mobile gaming, now at Rs 5,600 crore, is expected to more than triple to Rs 18,000 crore by 2017, fuelled by a boom in 3D gaming. Mobile TV, a new service, has registered a 400 per cent growth rate in viewership for the country's largest telecom companies as more Indians watched TV on the go.
Device compatibility, price points and bandwidth remain big challenges. The 16-30 age group forms a big chunk of the country’s mobile subscriber base. Creating apps for them as well as local language content for each market, marketing it and generating awareness can yield greater opportunities for the telecom and M&E industries. Entertainment is likely to become the “central theme” of the mobile. The number of app downloads in India is expected to grow from 1.56 billion per annum in 2012 to 9 billion by 2015, which translates to a CAGR of 75 per cent. The share of video in internet data traffic is expected to rise from about 41 per cent in FY2012, to 64 per cent in FY2017.
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