There is a market that is a magnitude larger than Internet advertising in India – and even that barely existed a decade ago. Mobile VAS (value-added services) accounts for consumer spend of about $2 billion (Rs 9,000 cr) in India. With a user base that is also about 10X the Internet base in India, India is one of the few “mobile first, PC second” markets in the world.
These are the two big digital opportunities – advertising and transactions. In the first case, businesses pay to reach audiences. In the second case, consumers spend money. Margins vary – based on whether it a ticket that is being paid for, or a mobile game is being downloaded.
Both these markets have challenges going ahead. And therein lies the new set of opportunities.