 "India Has Biggest Appetite For Mobile Commerce: Study")
Consumers in India are leading the demand for mobile commerce services, with 97 percent of consumers asking for more mobile interactions with banks, telcos, retailers, utilities and other businesses. SAP AG has announced the study findings for India which indicates an impressive traction of mobile commerce in the country with 80 percent of the population making parallel usage of the mobile phones other than just calls and text messages.
The surging popularity of mobile commerce in the country also highlights the increase in the internet penetration with 63 percent of consumers accessing the internet on their mobile atleast once a day. 65 percent of the users feel mobile is a convenient mode of transaction leading to a greater consumer adoption in this segment.
The study found that India scores high in using mobile for banking transactions when compared to other countries in the world. As per the statistics, excluding voice messages, most of the mobile owners turn to their mobile phones for bill payments (78 percent), bank transactions (72 percent) and for setting up a new account (74 percent).
“The dynamic nature of business as well as the freedom to operate from different parts of the world and at odd times has created a need for mobile commerce becoming mainstreamed,” said Neeraj Athalye : Head - Sales , SAP Platform & Technology Business at SAP. “Our strategy and solutions – unwired by mobile apps and fueled by in-memory and advanced analytics – underscore our unique ability to enable companies from the boardroom to shop floors, to better anticipate, accelerate and differentiate their business.”
Mobile Transactions in India:
The research shows how mobile based transactions have gained popularity in India and has become an integral part of the consumer’s life.
More than half of the consumers in India indulge in maximum mobile purchases for entertainment service like cinema, theatre shows, DVDs, sport games (53 percent) followed by music downloads (48 percent)
The other key purchases via mobile are clothes/footware/other attires (47 percent) and books or e-books (40 percent)
While embracing the appetite for mobile purchase adoption, it is vital that organisations looking to develop products and services for India are able to balance the desire for ease and convenience with security requirements:
In the study, 57 percent of users in the country believe that once they gain confidence in mobile security, they will increase their mobile payment activity
Providing services that are lower cost (24 percent) and personalised (33 percent) will encourage mobile owners to make more bank transfers through their mobile phones, in turn increasing the mobile based consumption in India
Consumers in India are driven to buy goods using their mobile phone by exclusive offers (33 percent) and coupons (26 percent).
The research also reflects that ease of use is a core principle that will accelerate overall user adoption in the telecommunications industry
- Free minutes, texts and Web use (26 percent), personalised services (28 percent) and lower cost services (26 percent) will encourage consumers in India to use their mobile to check usage data for their mobile account.
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