Consumers
in India are leading the demand for mobile commerce services, with
97% of consumers asking for more mobile interactions with banks,
telcos, retailers, utilities and other businesses.
SAP announced the study findings for
India which indicates an impressive traction of mobile commerce in
the country with 80% 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% of consumers
accessing the internet on their mobile atleast once a day. 65%
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%), bank
transactions (72%) and for setting up a new account (74%).
“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.
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%) followed by music
downloads (48%)
·
The other key purchases via mobile are
clothes/footware/other attires (47%) and books or e-books (40%)
While
embracing the appetite for mobile purchase adoption, it is vital that
organizations 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% 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%)
and personalised (33%) 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%) and coupons (26%).
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%),
personalized services (28%) and lower cost services (26%) will
encourage consumers in India to use their mobile to check usage data
for their mobile account.
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