Indian consumers spent three times more on smartphone apps in the past year. This has led to India becoming the largest downloader at Google’s Play Store. According to Google this is an inflection point in the country’s digital ecosystem which will allow developers to monetize their creations.
“If there’s one thing that the Indian internet ecosystem has been challenged with, it is monetization. But we have monitored a change, I believe the time has come.” Said Rajan Anandan, managing director, Google India- at Bengaluru in the very first App Excellence Summit. In a country like India where monetization has been difficult, there is a need for experiments on ways to monetize the existing services available. Google plans on building robust payment gateways, involving popular digital wallets. Anandan added “The challenge is that when one would try, it’s going to take a lot of time to make consumers used-to the change. So, the sooner the experiments begin, the better.”
One of the biggest contributing factors is the enormous shift witnessed in the internet ecosystem over the past year. The data rates have fell to as low as Rs.15 a GB, because of Jio causing Airtel and others to provide free data- perfect market. This not only lured users online, but caused a spike in internet usage per person. “In a span of 10 months we have gone from having a large number of users spending hardly any time on the internet to having a large number of users and magnificent rise in time spent online.” Anandan said.
SOURCES: Times of India, Business Standard