US-based Apple made millions by selling mobile apps — applications like games, productivity tools, location-based utilities, etc. But it is yet to make a dent in India, a country where mobile handset penetration is in the hundreds of millions. Realising that a bulk of the country’s mobile user-base is still unable to access the internet from mobile devices, Arun Menon, CEO of Onward Mobility, thought of an app store that could service these users.
Onward Mobility, a homespun start-up mobile solutions company, chose the FMCG route to reach the retail market with its mobile apps. These apps are available across 10,000 retail points in 186 Indian cities. Shrenik Kirtilal Seth, Ahmedabad-based retailer who has sold 250 apps for Onward Mobility, says: “At my shop, about two apps are sold every day. It’s a coupon-like product with a code and has to be uploaded on to the mobile through the USB chord or via Bluetooth.” Since its inception, Onward Mobility has sold over 300,000 apps and is expanding its reach to 25,000 outlets by March next year.
Since Onward Mobility is the only company in India setting up a direct-to-consumer business model of retailing mobile applications, against other mobile applications companies that are looking at selling their products online through channels like applications stores, Menon is leaving nothing to chance. The company is also evaluating selling its apps through operators, bundling with handset manufacturers and corporate sales.
Apps from Onward Mobility are compatible with handsets that cost '2,000 onwards and on such formats as Symbian, Java and Windows. “We are seeing a growing demand from traders and business men in Tier-II and -III cities,” he adds. While Onward Mobility has just two apps functional in the market — MobiSecret and MobiCop — it is adding eight new apps.
The demand has been encouraging so far. Retailers reckon that, if the company appoints more executives across stores, it could help sales rise to 20-25 apps per day. Dinesh Harjaj, a retailer in Rohtak, says: “In the 18-27 years age group, MobiSecret Premium is a hit. And even though MobiRecord app is yet to come to the market, we know it will be a hit as customers are already enquiring for apps that can provide recording options,” Harjaj lists.
