In India, BFSI sector is the largest user of messaging services with 19% of the total volume. It is followed by software developers with a 16%, media & entertainment with 14% and education vertical with 10% of the volume. The figures have been released by Internet and Mobile Association of India (IAMAI) and IMImobile, in their survey ‘Mobile Platform Adoption by Enterprises,’ which covered the a 18 month period (January 2011 to June 2012).
APIs are progressively making their way into mobile data service platforms for mobile engagement (m-Engagement). The growth of 50% in number of users and usage over the last 12-months (June 2011 to June 2012) indicates a growing propensity of enterprise application software developers to use APIs for m-Engagement requirements within their applications.
The major usage originates in metros and Tier-1 cities, while a third of the usage comes from smaller towns. In terms of the distribution of new users who are engaged on the platform, only about 50% of the users came in from the same set of cities. The remaining 50% are from smaller cities and towns. The surveyors state “this is an evidence of the “long-tail” of Indian small and medium sized businesses embracing mobile data services platforms.”
Users depended on internet searches for information of their mobile service provider and it is on rise. Additional sources were phone calls, emails and SMS received by them as part of lead generation marketing efforts employed by the m-Engagement platform service providers. References too formed a key mode of discovery of these platforms. Search engine channel has grown from 47% to 49%. Lead generation marketing calls, however, have reduced from 21% to 11% during the same period. Interestingly, in the same period ‘customer references’ have also grown from 10% to 13%.
The National Consumer Preference Register (NCPR) regulation from Telecom Regulatory Authority of India (TRAI) which came into effect from September 2011 reduced promotional messaging numbers but the number of transactional messages went up correspondingly. Data analysis revealed that the messaging volume has more or less reached the pre-September 2011 levels with transactional messages making up for the loss in promotional messaging volume.