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Top 10 Trends in Mobile Apps Ecosystem: India in 2015

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Page 1: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

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Top 10 Trends in Mobile Apps Ecosystem

India in 2015

Page 2: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+1.M-commerce will continue to grow

exponentially

Orders from mobile apps will bypass

desktop+mobile browser combined. Bigger

ecom players will see this going up to 65%.

I expect overall m-commerce market to cross

$6 billion.

Page 3: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+2. The affiliate program for Mobile

Commerce will emerge

Affiliates have played an important role in

driving almost 30% of the orders for most

eCommerce players. However, it's almost non-

existent for mobile apps as most of the apps

(except Flipkart) are not ready to track affiliate

sending traffic in apps using deep links.

Page 4: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+3. Mobile App Remarketing will gain

importance

Mobile Marketing has been limited to driving

app installs. Engagement, repeat orders,

bringing visitors back will now be equally

important. The ecosystem is ready, most ad-

networks (including Facebook & Google

Adwords) are equipped, apps are built in a

way (sharing product feeds, unique identifiers,

etc.) to let mobile Remarketing gain equal

importance as we see it on desktop.

Page 5: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+4. Indian Apps will enter the 50–100mn

club

So far we don’t have a single app in 50–

100mn install club at Play Store. I predict at

least 5 Indian Apps will enter this zone by the

end of 2015

Page 6: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+5. App Install will get expensive

The cost of driving an app install will rise

significantly across all the networks including

Facebook. Besides stiff competition, it's the

hunt for quality users, which will take this cost

up. Demand for incentivized installs will taper

down and demand for engaging & transacting

user will gain more importance than ever

before

Page 7: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+6. Carrier Billing in Play Store might be a

reality

We have been hearing this for last 2 years

now, but I believe 2015 might actually see it

become a reality. That might start a new

chapter in In-App transactions. However, I

don’t foresee India specific app pricing or IAP

denominations being introduced by Google

this year.

Page 8: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+7. Chat/Messaging Apps will get into

commerce

Competition for no.2 spot will be fought by

Hike, WeChat, Line and some of them may

open up its platform or partner with commerce

players to introduce shopping, recharges,

bookings, subscription payment through their

platforms. However, I am not sure if this will

gain any prominence yet, unless of course

WhatsApp decides to get into this.

Page 9: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+8. Unbundling will happen

Some of the Apps have already started this in

2014 eg. Paytm launched a dedicated Paytm

Wallet App, Gaana did that successfully with

category specific apps and their unbundled

apps put together have gained few million

downloads already. We may see many Indian

Apps trying this route to unlock some of their

hidden features

Page 10: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+9. Indian Startups offering B2B solutions

around Apps will go global

I have seen so many Indian startups trying to

solve mobile app analytics, marketing

automation, engagement, testing etc. Some of

them are ready to take on global players and

we will see a few of them getting funded and

rising globally.

Page 11: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

+10. Mobile search will evolve to include

more Apps

I reckon that 12 months down the line, we will see mobile search results dominated by indexed apps. Google has gone pretty aggressive already to rope in apps to start indexing. Google will definitely be putting its might behind to gain the same foothold in mobile search as well. Several valley based startups are trying to solve the search problem in their unique way and they might offer some interesting models.

Page 12: Top 10 Trends in Mobile Apps Ecosystem: India in 2015

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Thank YouI will be happy to hear your feedback on this. Feel

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twitter @deepakabbot