India Has Biggest Appetite for Mobile Commerce

SAP Study states India scores higher in using mobile for banking transactions than other countries

SAP has come out with a study with yet another revelation of Indias big appetite for mobile commerce. In fact, SAP has gone to an extent of saying
India has the biggest appetite.

The study states that consumers in
are leading the demand for mobile commerce services, with 97% of consumers asking for more mobile interactions with banks, telecoms, retailers, utilities and other businesses. SAP AG has announced the study findings for
which indicates an impressive traction of mobile commerce in the country with 80% of the population making parallel usage of the mobile phones other than just calls and text messages.

The surging popularity of mobile commerce in the country also highlights the increase in the internet penetration with 63% of consumers accessing the internet on their mobile atleast once a day. 65% of the users feel mobile is a convenient mode of transaction leading to a greater consumer adoption in this segment.

The study found that
scores high in using mobile for banking transactions when compared to other countries in the world. As per the statistics, excluding voice messages, most of the mobile owners turn to their mobile phones for bill payments (78%), bank transactions (72%) and for setting up a new account (74%).

The dynamic nature of business as well as the freedom to operate from different parts of the world and at odd times has created a need for mobile commerce becoming mainstreamed, said Neeraj Athalye : Head - Sales , SAP Platform & Technology Business at SAP.

Mobile Transactions in

The research shows how mobile based transactions have gained popularity in
and has become an integral part of the consumers life.

  • More than half of the consumers in India indulge in maximum mobile purchases for entertainment service like cinema, theatre shows, DVDs, sport games (53%) followed by music downloads (48%)
  • The other key purchases via mobile are clothes/footware/other attires (47%) and books or e-books (40%)

While embracing the appetite for mobile purchase adoption, it is vital that organizations looking to develop products and services for
are able to balance the desire for ease and convenience with security requirements:

  • In the study, 57% of users in the country believe that once they gain confidence in mobile security, they will increase their mobile payment activity
  • Providing services that are lower cost (24%) and personalised (33%) will encourage mobile owners to make more bank transfers through their mobile phones, in turn increasing the mobile based consumption in
  • Consumers in
    are driven to buy goods using their mobile phone by exclusive offers (33%) and coupons (26%)

The research also reflects that ease of use is a core principle that will accelerate overall user adoption in the telecommunications industry

Free minutes, texts and Web use (26%), personalized services (28%) and lower cost services (26%) will encourage consumers in
to use their mobile to check usage data for their mobile account.

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