No prime time for Mobile Internet
By Bhawana Anand
Thursday, January 14, 2010
 Each of the media has its own fixed usage time and specific target audience, for say, people seek Newspaper mainly in the early morning, TV get its high number of viewers during evening and Radio also has its timings but the next big thing, ‘Mobile Internet’ doesn’t have the same characteristic. In a study released by IAMAI and IMRB it has been found that there are about 2 million users accessing Internet through their mobile phones on an active basis but still there is no defined time and target audience has been found out.
Mobile Internet has become a complete platform on its own. It is accessible, fast and any time and every time available medium but still there is no prime time for it because it is an individuals’ device. Sanjay, Founder, Mobisolv explained, “There is no prime time for mobile internet because it doesn’t work as per the target group. It is an individual device. Mobile internet prime time is unique to every individual and diversified”.
Whereas Rahul Saini, GM – Products (Data Services), One97 Communications explained, “We have explored and found that afternoon is the main time and they stick around 30 minutes to the mobile interent but there is no exact specfic time for mobile internet because there are different segments and slots when people uses mobile internet. It works on throughout the day, in all 7 slots of a day”. Same as Om Kumar, AVP Sales, Netcore Solutions said, “Yes Prime time for internet mostly is in night or in the morning”.
The other reason that has come up is, “It is an instant device. People are carrying mobiles with themselves so they use it acorss the day”, Suresh T Kumar, GM, Netxcell said.
Mobile is the most common thing now a days. Every member of family is aggressive to their mobile phone and spend maximum time with on their mobile phones, no matter how young and old the person is and it leads to the mix target audience of mobile internet user. But Kumar explained that the target audience of mobile user has a mix category, there are 35% of them are college students, 33% are young men, 11% are school kids, 10% are older men, 7% are working women and 5% are non-working women.
But Sanjay opined, “Mainly people using mobile internet are of different ages that includes teenagers, working group and old age group. But mainly it depends on the mobile handsets that they are using because mainly people who go mobile internet are having smartphones”.
Agreeing to it, Saini added, “The target audience for mobile internet usually consider are youth segment. The age group 18-35 years are active on mobile internet”.
Mobile internet has become every ones favourite because it serves the main purpose. 60% of people uses mobile internet mainly for sending and receiving e-mails and for chatting and 23% of people look out for the information on it, Kumar estimated.
On the other side, Saini said, “There are different purposes of using mobile internet. 38-40% of people uses it for e-mailing and 26-30% for browsing”. But Sanjay feels the usage depends on the profile of the user that add value to them as youth use it for frequent mesaages, middle age men uses it for news, common men uses it for cricket scores.
Mobile internet has already picked up well very in market but still expert see a great scope for it in future but still there are few apprhensions about it that are necceasry to be solved to see an immense growth. Om said,“I think this will last long as it is cost effective and most important you can have Internet on your fingers”.
Sanjay articulated, “Pricing is the main problem. Some convinent plans would work in favour of consumer. There are many operators who are trying to solve this problem.”
Agreeing to the same, Kumar elobrated, “There is an average balance of 10-20 rupees in user’s mobile through which operators can’t sell its 30 rupees appllication so there is need to reduce it. Until and unless its not done the consumers will not spend on it”.
So the mobile internet has already became everyone’s pocket favourite, no matter which segments, slots, age group and purpose, but to take it futher there is a need to look a little more into the pricing area.
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