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Talk about mobile applications and one would think of the lusty iPhone or the smart Android phones. But now the ‘unimpressive' Feature phones are all set to move up in status as a viable vehicle for accessing mobile application.
Having seen the application market explode over the years, thanks to Apple and its app-store, handset-makers and operators are now taking steps to ensure easier mobile data consumption (particularly game apps) for the mid- and low-end phone users.
The Nokia store, for example, has an inbuilt intelligence that determines the phone make -whether it's a feature phone, Touch or QWERTY set - and the required application that suits handset.
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With sale of feature phones accounting for nearly 70 per cent of the Indian handset market, Finnish handset maker Nokia has tied up Vodafone and Airtel to introduce easy payment options for larger consumption of mobile data downloads (applications).
“We intend to build a long-term relationship with the operators as well with our customer and provide them with quality experience,” Mr Viral Oza, Director Marketing, Nokia India, said.
Developers' Speak
Market sources said that user experiences vary in between handsets. As Mr Vaideeswaran Sethuraman of Divum Corporate Service – one of the developers on Nokia Store – puts it, in case of a feature phone app, developers are known to compromise of the backgrounds or trade-offs to ensure a smoother functioning on feature phones.
“We have seen a near 100 per cent year-on-year growth. Having multiple apps for feature and smartphones may help a developer earn as high as $1,000 (Rs 50,000) a day,” he added.
According to Mr Jonathan Bill, Senior Vice-President – Innovation and Business Development, Vodafone India, the majority of apps are free. However, paid apps represent a small yet “profitable portion” of downloads.
“The developer gets his money back,” he said, adding that the “operator billing” model will help push app downloads even in feature phones.
Tie Ups
The tie-ups, currently, allow a user to get an application from the Nokia store, while operators deduct charges from either the prepaid balance of the subscriber or charge them to the bill amount of the user for post-paid subscribers.
“The subscriber does not need to use a credit card and there will be no hesitancy in his mind when it comes to downloads,” Mr N Rajaram, chief marketing officer – Consumer Business, Bharti Airtel, said.
“It's a bit early to comment on how the uptake will happen, but we are confident of doing well,” he added.
Global Success
Globally, the operator billing model for application download in the developed nations have been a success.
Nearly a couple of years ago in the US, app-developer Getjar was reportedly in discussion with Canadian operator Rogers and Sprint to place its catalogue. AT&T too was said to introduce online services that were aimed at bringing smartphone-like functionality to feature phones.
“Across the globe consumer, the propensity to consume goes up five times in case of operator billing. However, two thirds (or 66 per cent) of all purchases are through operator billing,” Nokia's Mr Oza added.
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