Even while the new 3G technology makes inroads into mobile handsets of Indian consumers, an in-house study by Nokia India states that games and entertainment have so far ruled the roost in General Packet Radio Services (GPRS) downloads in the country.
"As far as GPRS consumption patterns is concerned, an in-house survey by us has seen 38 per cent people downloading games through GPRS, followed by entertainment and mail. In all, entertainment has been a major driver among Indian consumers. With 3G, we believe entertainment, video calling and mobile TV will see a lot of preference from consumers," said Prashant Mani, regional general manager - west, Nokia India.
Similarly, according to Juxtconsult, India has 52 million active internet users and over 12 million active mobile Internet users – accessing the web through their mobile phones and other mobile device. With the new 3G technology, the advanced services are expected to drive an increase in adoption of smartphones and services and applications across consumer segments, driving consumption of internet services and content on the go.
According to Nokia, a Analysys Mason study also suggests the number of installed 3G handsets will touch 81 million by 2013, while 3G subscribers are expected to grow to 67.5 million; making it 18 per cent of the total subscriber base.
Meanwhile, the Indian arm of the Finnish mobile handset manufacturer has also initiated a national-level consumer campaign, 'Nokia 3G Bus' to gauge consumer preferences and offer experience of the new 3G technology. Travelling through nine major cities including Hyderabad, Pune and Ahmedabad, the 'Nokia 3G Bus' will allow the public to see, touch and feel the experience of 3G technology. Over the next few weeks, the Nokia 3G bus will travel to various destinations across India and showcase Nokia's devices, applications and services based on 3G technology as well.
"We want consumers to experience 3G. Let people experience new technology. They can see video calling, downloads, mobile TV, YouTube videos, etc. The more people will see it, the more they will associate. What we are promoting also are smartphones which are 3G enabled," said Mani about the campaign.
Moreover, in a bid to create further awareness about 3G solutions, the bus features three tech zones including business smart, entertainment and smartphones. Services like the Nokia Ovi Music, Ovi Maps (GPS Navigation), YouTube, Mobile TV, Video Calling, Social Networking and other entertainment applications will be displayed for consumer experience.
"We believe that with 3G services, we will see greater internet proliferation and usage as consumers will be able to access and share mobile broadband services much faster. This will lead to an upsurge in data consumption for consumers across segments; where consumers will look for applications and services that enhance their day-to-day life," added Mani.