Most important behavioral change is that search and browse paradigm is changing from infinite content on the Internet found through search to everything becoming focused on the mobile device. India already has more mobiles than fixed lines. Mobile less about searching than about discovery are what is around you in a very targeted way. Mobile + Discovery levels the playing ground
for telcos relative to big digital players.
Trends in mobile more price sensitive and time poor from infinite choice to personalized and targeted information. Next generation interaction platform – SMS and mms declining, whatsapp and line taking over these basic functions. So need to re engage customers in multi mode communication. Layer on that hyper local activities like food, commerce, getting around, entertainment. Within entertainment, games and video seen as core, music and ePub through partnerships. Would look to acquire companies in gaming and video as a result.
Layer on targeted advertising platform localization, personalization, consumer graph, privacy protection. Size of product market estimates provided…given assets focusing on digital ads, games, ecommerce, advanced Comms. Focused on video through mioTV, argues they are showing radical improvements in mio, will look to push mio into other markets around the region.
Digital ads Goal is top in Asia, top three globally. Leverage information advantage given network assets to achieve this. Move from single point location information towards multi point location patterns…repeated behavior, prediction of future behaviors, premium advertising opportunities. Does this raise privacy concerns?
Privacy Assure customers that all information obtained in permission based transparent way. All data on anonymous basis, cluster people with same preferences, no individual details given, all at segment level.