By Ajjay Agarwal, Chairman and Managing Director, Maxx Mobile
Mobile has started to impact almost every sector of our life – payments, healthcare, shopping, eating, travel, investments, and education etc. and it is important for marketers to understand the changing trends and design their marketing strategies accordingly. In 2015, we will see the widely discussed mobile-first marketing approach finally develop to take advantage of these high consumption levels. Retailers will push more high-volume, low-cost products through their mobile commerce platform, to gain enhanced data on consumer behavior, locality, adaptation, and ROI.
In 2015, we should gear up for Big Data and Analytics to play a bigger role in next phase of mobile evolution and changing the consumer buying and engagement pattern and interface between the virtual world and the real world taking huge leap of growth.
2015 promises to ride this wave of momentum, as smartphones will become more secure, more contextual, more location-aware, targeted, and more integrated. We will witness the most engaging mobile experiences till date comes to life in 2015. There will be an integration of Mobility, the cloud, and the Internet of Things creating significant opportunities for businesses to expand and for consumers to enjoy. The advent of low-price smartphones and cut-throat price competition in internet tariffs might change this trend and more users in the country may become tech and net-savvy.
Though the smartphone penetration is low in India, more than half the smartphone users are using their devices to make an online purchase while more than 90% use their mobile devices to research about a product before buying it. This trend is likely to change the face of m-commerce industry in India. India is known as price-sensitive country and the availability of low-price smartphones is likely to increase the smartphone penetration as well as kill the feature phone market in India. But these opportunities will also come with newer challenges.
We are now going to witness major consumer transactions happening via mobile driven by mobile payment options such as paytm and freecharge. There is a perfect atmosphere of strong consumer evolution to mobility for every aspect of their lives, as well as enterprises treating mobility as a strategic advantage. We also saw mobile usage of social media overtake desktop usage. The mobile-centric Instagram grew to over 300 million active users.
There are more mobile phones (7.2 billion) on planet than number of people (7.16 billion). Google research shows that 7 per cent of mobile searches led to a purchase within 24 hours, rising to 18 per cent for local searches. Smartphones are also changing communication habits – particularly for younger generations – with 94 per cent of communication time for 12 to 15 year olds spent on text-based activities such as instant messaging and social media, and only 3 per cent spent on voice calls.