印度来信:我们要逆袭中国,靠的是它

2016-03-01 17:37:26 | 作者:Sandeep

 

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“新兴市场”、“金砖国家”、“IT大国”......作为世界上人口数量第二的国家,崛起中的印度在各个方面都有极强的潜力,印度人对自己的未来也充满信心,作为传统的IT强国,他们对自己的移动互联网发展前景更是信心爆棚。这篇文章就是猎豹移动印度办公室的同事Sandeep的来稿。印度即将超越中国,你怎么看?


本文为猎豹全球智库独家稿件,未经许可严禁转载。转载请联系zhouting@cmcm.com


印度正在飞速发展。一些分析师认为,印度有望成为下一个全球经济增长的引擎,因此世界各个国家和地区的公司将印度当成了一个培养人才和孕育创新的温床,当然他们的最终的目的是追求利润。

 

当然这些公司完全是对的。印度总共有3亿5600万青少年(年龄10至24),这一数字在全球位列第一,而中国的青少年人口数为2亿6900万,印度在青少年人口数上领先中国;印度还有崛起中的中产阶级(到了2030 ,印度将拥有全球最大的中产阶级群体)。同时,在Hyperconnectivity(类似于中国“互联网+”的概念)的今天,印度的商业版图正在不断改变,这让印度成为一个极有吸引力的地方,到2017 印度有望成为是第二大的智能手机市场。

 

现在,我们来看看Hyperconnectivity在印度的意味着什么。这是很重要的,因为在各种天花乱坠的宣传下,当下能承载Hyperconnectivity这个概念,并且将印度变成新的世界经济引擎的东西,是智能手机。

 

中国人用滴滴打快车 我们可以打Tuk-tuk

 

一起来看看我的一天是如何被智能手机瓜分的吧。

 

我通常都是自己从郊区到市中心的。为了说明情况,就假设我坐公交车或是出租车吧。如果我乘公交,一个本地交通APP(BMTC-Bangalore Metropolitan Transport Corporation)将给我个路线建议。如果我要坐Tuk-tuk(一种三轮车),我可以用mGaadi 来预约一个;如果我想要叫一辆出租车,我就会用Uber,或者用个印度的本土App,OLA

 

当我到了公司,我会通过QuikWallet来购买所有的食物和饮料。

 

如果我不想在公司吃工作餐,我会通过Zomato找一家附近的餐厅,或通过FreshMenu和Swiggy让他们把食物从我最喜欢的餐厅送来。


我可以通过花旗银行的应用程序来存款取款,通过MakeMyTrip查找旅游目的地和度假,通过微信的翻译功能毫不费力地与中国同事沟通,通过BTP( Bangalore Traffic Info)看看交通怎么样,找条回家的路。


这一切的有趣情况,当然这和印度的国情有高度联系。BMTC和BTP两个官方应用都没想要通过App来获得百万用户。说实话,这两个App很不专业,用户体验也不好。然而,他们对社会各阶层的人都很有帮助。

 

印度智能手机将爆发式增长


我应该告诉你一些关于印度的背景。

 

智能手机的诞生让政府部门明白了一件事,想方便、无缝地连接到公民,传统的通信形式如广播,电视,报纸是做不到的,最好的方式是通过手机App。

 

这就是Hyperconnectivity另一面的特性。如今,搜集数据已经被当做一门生意,而且每个人都对这门生意垂涎三尺,但在印度的大多数情况下,Hyperconnectivity只是让政府保持和公民的联系,并保证他们的知情权。

 

有趣的是,印度政府当局就采取了这种做法。他们瞄准了那些使用智能手机的中产阶级。数字来说更直观些吧,到2017年底,印度会有超过5亿的智能手机用户,而研究表明,人均收入和互联网接入有很强的关联性,政府一定想在被抛弃之前加入到这场游戏中。

 

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根据美国的一份报告显示,到2017年底,印度的智能手机销售数将达到1.74亿,将超越美国,成为全球智能手机销量第二大的国家。而中国到2017年的智能手机销量将达到5.05亿,依旧是全球销售智能手机数最大的国家。

 

印度最大的潜力所在——农村

 

企业通过应用与用户的日常生活交织在一起,希望能够更好地与用户进行互动,并在竞争中领先一步。印度的智能手机的爆发,和之后智能手机应用的顺利商业化,实际上是低成本上网费和功能手机不断沉淀的结果。

 

此前,世界其他地方的经济变革都是由铁路和公路的建设,还有一系列基础设施的建设来推动的,然而在印度,我们通过科技来实现经济变革的。印度的城市人口只占印度人口的32% 。68%的印度人住在农村。农村居民想接入万维网,他们只要花20美元左右买个智能手机就好了。

 

为了方便起见,在这篇文章中,我们就忽略那个被吹捧为世界上最便宜的智能手机Freedom 251 phone 吧,这部手机已经引起了很多争议。Freedom 251 phone会是我们下一篇文章的讨论主题。

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传说中最便宜的智能手机Freedom 251 phone,它只卖251卢比(约合24元人民币),目前爆出的谍照真机图是这样。感兴趣的读者可以上网查一下这个逆天的智能机。


回到刚才话题,请尽可能的想象一下,这会是一个多大的市场。

 

每人每月花个3美元,用一个20美元的智能手机就能接入互联网。仅仅是买个手机的钱就能让这个人上网7个月。

 

虽然城市是目前印度经济增长的驱动力,但是对公司而言最好的策略是,公司品牌一旦在一线城市受到一定程度的认可,他们就应该立刻把注意力集中在农村市场。

 

毕竟,这里对每一个品牌来说,那有都有超过7亿的潜在用户等着你

 

注:
我们来梳理一下Sandeep文中提到的App吧。从中我们可以看到一个现代印度人生活的日常。

yindu.jpg文中的提到的BMTC-Bangalore Metropolitan Transport Corporation和mGaadi ,Ola等都是印度本土的交通App。其中BMTC是个官方App,类似于国内各个城市公交集团出品的应用;mGaadi是一个打三轮车的App;而Ola在印度的地位,就类似于滴滴在中国的地位。Uber就不用介绍了。


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QuikWallet号称印度的支付宝,使用方法也比较便捷,小商户只要通过短信就能便捷地进行交易,顾客还可以把电子支付和银行卡、会员卡的支付混用。

 

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印度的Zomato相当于中国的大众点评的早期样子,是一个美食推荐的应用;FreshMenu和Swiggy类似于中国的美团外卖和饿了么的,是外卖O2O类应用。


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花旗银行的App就不用介绍了。MakeMyTrip是个人旅游定制App;BTP - Bangalore Traffic Info是一个印度班加罗尔政府官方的App,用于显示交通信息。

 

编译:余然

 

本文作者Sandeep是猎豹全球智库专栏作家,本文为《猎豹全球智库》独家稿件,未经许可严禁转载。转载请联系zhouting@cmcm.com

 

以下为原文

 

India and the mobile phone

 

India is growing. Fast. Some analysts consider us the next engine for global economic growth and this has spurred a new wave of companies from regions across the world into looking at India as a hotbed for talent, innovation, and ultimately, profit. And they can’t be wrong – we have the largest youth population (ages 10 through 24) of 356 million, ahead of China’s 269 million; a growing middle class (the world’s largest by 2030) and with hyper connectivity changing the landscape of business – India is an attractive destination as it’s poised to be the second largest smartphone market by 2017. 

 

Let’s dwell on hyperconnectivity for a second. What does it mean? And who is it for? Today – to businesses, it’s a driving force for change. Your smartphone usage determines how a business interacts with you. 

 

To individuals, it’s merely convenience – the world at your fingertips. Sometimes, it’s almost like someone is only as smart as the data plan that they are connected to. 

 

As for what it means – it’s the intersection of Internet, mobile technology, the Internet of Things, people, places, organisations and objects that are now linked together like never before. 

 

Now, let’s look at hyperconnectivity in the current Indian context. This is important because under all the hype surrounding India, what’s driving this new found focus on the country as an economic driver for the world economy, today, is the smartphone. 

 

It seems a rather simplistic view, but really, the smartphone is that underlying thread for businesses in and entering India. Today, as a middle-class, urban, millennial in India – I’m thoroughly reliant on my smartphone.

 

Let’s look at how my day goes and how integral the smartphone is to my life through the day. 

 

I travel from the suburbs to downtown, usually, by myself. For the sake  of argument, however, let’s assume I rely on public transport or a cab. If I were to catch a bus – there’s the local transit authority’s app to give me routes. If I were to commute by auto (tuk-tuk), there’s an app to book an auto and if I wanted a cab, there’s Uber, or India’s own, Ola. 

 

Once I get to downtown and get to my co-working space, I pay all my food and drink bills through QuikWallet. 

 

If I don’t feel like eating at the co-working space, there’s Zomato that will help me find a restaurant nearby or any number of delivery services like FreshMenu, and Swiggy that will ferry the food I like from my favourite restaurant. 

 

I can bank through Citibank’s app, look up travel destinations and holidays with MakeMyTrip, communicate effortlessly with Chinese colleagues thanks to the translate function in WeChat, and look at traffic to get back home using my city traffic police app. 

 

Within all this, there are some interesting interplays that are highly relevant to the Indian context. Both the local transit authority and city traffic police aren’t trying to win millions of users over with their apps. To be very honest, the apps aren’t very professional or user-friendly in terms of interface. What they are, however, is very informative to people across every strata of society. 

 

And that should tell you something about the Indian context. 

 

The smartphone has driven even government departments to realize one thing – if they need to connect to citizens easily and seamlessly, rather than relying on more conventional forms of communication such as the radio, TV, or newspaper, the app is now the best way to do so. 

 

That’s the flip-side to hyperconnectivity. While everyone is salivating at the prospect of collecting data points that can be translated into revenues, in the most Indian of contexts, hyperconnectivity is just about staying connected to citizens and keeping them informed. 

 

It’s interesting that government authorities adopt this approach. They’re planning well-ahead for that growing, smartphone-enabled middle class. To put it in numbers – by the end of 2017, India will have half a billion smartphone enabled users and with studies showing a strong correlation between per capita income and internet access, authorities here definitely want to get their game right before it’s too late. 

 

While the business apps intertwined with a user’s daily life point at companies wanting to interact better with users and get a step ahead of the competition, India’s smartphone boom and subsequent ease of access to businesses was really precipitated by moves that happened much earlier and are still very relevant – low-cost connectivity and the feature phone. 

Earlier in this post, I wrote of the urban millennial. Urbanites themselves only constitute 32% of the population. 68% of the population lives outside of the city in a country 

 

Where railways and automobiles paved the way for prior economic revolutions the world over, in India, what will drive the technology-driven economic revolution is the rural dweller looking to get onto the world wide web and with a smartphone that costs as little as USD 20. 

 

For the sake of convenience, in this post, we’re going to ignore the Freedom 251 phone – touted as the world’s cheapest smartphone which has been met with a lot of controversy. The Freedom 251 phone and the scheme under which it falls will be the topic of our next post. 

 

Coming back to the topic at hand - imagine the possibilities, if you will, for businesses in this market. 

 

For as little as USD 3 a month, an individual has access to the internet with a smartphone that costs a little over USD 20. Just the cost of the smartphone itself gives this individual almost seven months’ worth of internet access. 

 

While urban citizens can consider themselves very fortunate to be in cities that are the present drivers of economic growth for India, brands should focus their attention on rural markets as soon as they attain a certain level of recognition in the tier 1 cities. 

 

After all, there’re over 700 million people waiting to be introduced to a brand. 

 

本文为猎豹全球智库独家稿件,未经许可严禁转载。转载请联系zhouting@cmcm.com