Building the Mobile Content Ecosystem in Bangladesh

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12 Νοε 2013 (πριν από 5 χρόνια και 1 μήνα)

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Building the Mobile Content
Ecosystem in Bangladesh

Nash Islam

CEO


Director

Digital World Conference

Dhaka, Bangladesh

Saturday, December 8, 2012

Story of Change BD app

www.changebd.net

No ecosystem to support

the Change BD app

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Mobile
Market
Overview

Source: Charlie
Kindel

(2012)

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Bangladesh Mobile Phone Subscribers

October 2012

Operators

Active Subscribers

Grameenphone

40.7

million

Banglalink

26.6 million

Robi

21.1 million

Airtel


6.9 million

CityCell


1.6 million

Teletalk


1.4

million

TOTAL

98.3 million

Source: Bangladesh Telecommunication Regulatory Commission (Oct 2012)

Source: Business Monitor International (Q4 2012), US Census Bureau (Nov 2012) & We Are Social (Nov 2012)

Mobile Penetration

in Bangladesh:

63%

Source: Business Monitor International (Q4 2012) & We Are Social (Nov 2012)

Bangladesh added more than

50,000

n
ew mobile subscriptions
every day

in the first six
months of 2012

Bangladesh Internet Subscribers

July 2012

Category

Subscribers

Mobile Internet

27.8

million

ISP + PSTN


1.2 million

WiMax


400k

TOTAL

29.4 million

Source: Bangladesh Telecommunication Regulatory Commission (Jul 2012)

Mobile accounts for
94%

of
Bangladesh’s internet subscriptions

Source: Ericsson, as cited in Daily Star (May 2012) & We Are Social (Nov 2012)

a
mongst
Urban

subscribers

58%

amongst
Rural
subscribers

39%

Awareness of mobile internet
in
Bangladesh remains relatively low

Source: G&R Ad Network (Nov 2012)

of
local

visitors to
Bangladeshi
websites are from
mobile devices

5%

o
f
NRB

visitors to
Bangladeshi
websites are from
mobile devices

31%

VS

Source: We Are Social (Nov 2012)

Bangla
characters are

not supported

on most handsets

Influences on mobile user behavior

Influences on mobile user behavior

Source: UNESCO, as cited in
Infosaid

(May 2012) & We Are Social (Nov 2012)

Adult

literacy rate

in Bangladesh

56%

Source: Nielsen Media & Demographics Survey 2011, as cited in
Infosaid

(May 2012) & We Are Social (Nov 2012)

Bangladeshi mobile subscribers sent
just 1 SMS per month in 2011

That’s
400 times fewer
than the
Filipino average

Radio Access is Mostly Mobile

of Bangladesh’s radio
l
isteners use a

mobile phone

to access radio
programming

73%

of Bangladesh’s radio
l
isteners use a

radio set


to access to radio
programming

34%

VS

Source: Nielsen Media & Demographics Survey 2011, as cited in
Infosaid

(May 2012) & We Are Social (Nov 2012)

End Users

in
Bangladesh

Carriers

Device
Manufacturer
s

OS Providers


&

Content
Providers

Key Takeaways on Bangladesh End Users:



There is a
massive user base

on mobile and it continues
to
grow robustly



Reaching this user base is challenging due to
language &
literacy barriers



Mobile internet
offers the best opportunity for
innovative content delivery to Bangladesh end users




End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Source:
Informa

Telecoms & Media, Managing Mobile Data Services (2011)

Data subscribers as proportion of
total subscription base in Bangladesh

Source:
Informa

Telecoms & Media, Managing Mobile Data Services (2011)

Mobile VAS Market Development for
Telcos

Competition
in mobile
will change


Future

choice, flexibility,

personalization

600,000+ apps

(app store and web browser)

price

(commodity)

2000’s

reliable delivery

of few services

4 apps

(voice, text, contacts, camera)

basis of

competition

apps/

use cases

telco

differentiation

network coverage,

speed

key control point

app store

network

Source: VisionMobile

Alternatives emerged due to need for flexibility

Lack of agility due to vertical integration of
telcos

spawned alternatives


Lack of telco innovation on key assets like voice or SIM in the last decade

Operator asset

OTT alternatives

Distribution and retail

Apple physical retail stores and digital App Store

Telephony

Skype,
Viber
,
TalkBox
, Tango

Messaging

Whatsapp
,
KakaoTalk
,
iMessage
, Samsung
ChatOn

Billing and settlement

iTunes, Google Wallet, FB credits, Amazon 1
-
Click

User identity & profile

Facebook, Google, Apple ID

Termination

Available on modern smartphone platforms

Consumer intelligence

Distimo
, Flurry,
AppAnnie

The changing nature of voice communications

The choices and types of voice communications are multiplying

2000’s

today

single use case

diverse use cases

dial a phone number,

talk, hang
-
up

any device to any device

voice transcription

voice messaging

group calling

push
-
to
-
talk

user
-
ID to User
-
ID

machine
-
to
-
user

web
-
to
-
phone

anonymous calling

… and more

Source: VisionMobile

The emergence of voice
-
second devices

and expansion of voice to apps and APIs

feature phones

smartphones

voice is blended into web
and devices

voice = phone

voice = app

voice = API

Source: VisionMobile

Voice as a killer API for
mashups


All
-
time top
APIs
for mashups

Source: VisionMobile

Voice API
mashups

blend voice into
new use
cases

ifttt.com

users created over 450 recipes mashing up phone calls with a host of
Internet services:

Source:
IFTTT.com

as cited by
VisionMobile

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Key Takeaways on Carriers:



Telco revenue will be
data
-
dominated
rather than voice
-
dominated over time



Mobile software innovation will
drive the
unbundling of Telco
businesses



Voice services can be reinvented
,
particularly important for a low
literacy market like Bangladesh





End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Low Cost Androids in Bangladesh

Symphony Explorer W5

Android 2.3

TK 6,990

Samsung Galaxy Pocket

Android 2.3

TK 10,490

Source:
http
://
bdgsmarena.blogspot.com
/2012/08/top
-
budget
-
android
-
mobile
-
in
-
bangladesh.html

Smart S
-
12

Android 2.3

TK 7,800

Kingstar

T50

Android 2.2

TK 6,500

Cheaper Phones don’t have Data
Network capability

Source:
http://
www.mobilephonebd.com
/
nokia
-
mobile/
nokia
-
mobile
-
phone
-
price
-
list
-
bangladesh.html

India’s US$40
Aakash

Tablet

Source:
http://
www.mobilephonebd.com
/
nokia
-
mobile/
nokia
-
mobile
-
phone
-
price
-
list
-
bangladesh.html

"Nobody thought it was possible to build a tablet PC in this price
range. This requires a form of frugal innovation that is unique to
India and developing countries. Frugal innovation does not mean
creating an
iPad

killer. It is about creating an
iPad

for the 'rickshaw
-
wala
' and for the mass of the
market."














Suneet

Singh
Tuli














CEO of
Datawind














maker of
Aakash

Tablet

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Key Takeaways on Device Manufacturers:



Handset prices are leading indicator of popularity



Content that comes with handset is important for value
proposition & meaningful differentiation



We need smartphones for rickshaw
-
wallas

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

So many platforms, so little time

Developers face a real challenge making apps for multiple platforms

Windows Phone

C#

Android

Java

iOS

Objective C

mobile web

HTML/CSS/
Javascript

BlackBerry OS

Java, web

Windows 8

C#, C++

Bada

C++

webOS

HTML5, C++

Boot2Gecko

HTML5

Source: VisionMobile

Source: G&R ad network, Nov 2012

o
f mobile visitors to Bangladeshi
sites used the
Opera Mini browser

71%

Platform Overview for Bangladesh

Platform

Pros

Cons

Mobile Web


Largest

reach, works across
most devices


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Android


Most powerful platform

for
development. Lots of tools


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Java ME


Works

on feature phones


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t桡渠䅮摲潩o
or Symbian


Distribution problematic as
no popular app stores

Symbian


Native app platform with
greater reach

than Android


Ovi

Store for distribution


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佶O

慲攠
decreasing in popularity
relative to Android

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Key Takeaways on OS Providers:



Mobile internet offers broadest reach across OS.
Mobile
Web apps
are best place to start



Java ME apps need a proper app store



Android has most powerful & customizable development
platform for native apps



End Users

Carriers

Device
Manufacturers

OS Providers

App Revenue Models

It’s important to persuade
developers to use a specific
platform, network, tool or API set

A
ttracting
developers is
the fastest
route to
innovation for businesses

Cross
-
platform tools democratize
development

Extend the reach of masses of web developers beyond the browser

Cross
-
platform tools

“Native”

developers

create apps using programming
languages and tools specific to
platforms

about

300K

about

3 million

Source: VisionMobile

An ecosystem to support developers
across all parts of the app life cycle

To create more local apps like this

End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Key Takeaways on Developers:



Many ways for app developers to
make money but not all methods
are enabled in Bangladesh



The businesses that attract
developers to their platform will be
the ones that win



Tools for app developers will
accelerate app development



End Users

Carriers

Device
Manufacturers

OS Providers

Developers

&

Content
Providers

Thank you!

Please feel free to get in touch

nash@mangoesmobile.com

nash@gandr.com.bd