Amazon India - what should be their next step. E-commerce is picking up . Supply Chain Management is smoothning up .. But local players like Flipkart , SnapDeal which have advantage of being the first player , are making a kill.

1. Amazon India road ahead…..
(pssst…letting the story out .. ) and why it will be through mobile..
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+91 844 781 1504

2. The value that is Amazon India
Retailers/Vendors
Platform/ Billboard
 Footprints (Reach to
customer)
 Low OPEX & CAPEX
 Easy Entry / Exit Barrier
 Customer Feedback
 Payment Terms
Customers
Online Market place
 Easiness and Convenience to
buy
 Variety of Options
 At best price
 International/exclusive
products

3. Challenges
• Regulations
– Cant Stock and Sell own products..
Just be platform as of now ..to bring retailers/sellers and buyers together
1
• Discovery
– Internet penetration is just 8%
– Brand Confusion
2
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• Established Competitor
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–
–
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Expectations set on Reliable and Fast Delivery
Cash on Delivery
Try and Buy (Reverse logistics + long window )
Issue of no commitment to buy
3

4. India Story – the other side ..2 interesting events
 Mobile internet usage has outstripped Desktop internet
 “Data Tariff war” by Telecom operators - trend
 Tablet sales boom – people using internet from
tablet/mobile than from PC/Desktop/Notebook
Active mobile phone connections
3%
1999
75%
2012
 50% growth in Facebook registrations compared to last year
200%

Twitter, Bubbly and now WeChat each getting phenomenal
results
Growth of monthly active Facebook users in India compared to last year

5. And the magic wand is …………MOBILE
1
2
3
 Mobile best discoverable medium
 Commitment to pay challenge
answered using telecom billing
channel, also mobile payment solutions
 Mobile and call records are most
effective to make it viral and introduce
gamification
 Mobile solutions to establish
relationship with retailers, logistics and
other partners

6. Customer view – mobile strategy
MOBILE
Winning the
Customer
VIRAL

7. System view- mobile strategy
Gamification
Data Customers
Smart Phone
 Create Apps
 Make it discoverable
 Integrate with Phonebook,
SIM tool kit
 Enable Payment
 Off-deck, On –deck with
Telcos – discovery
 Handset relationship
 Subscrptn based service
Feature Phone
 USSD mode
 Short code across
operators
 Browser version
 Triggers for pull
 Circle based promotions
 Discovery hooks
 Evnt & Subscrptn service
Non – Data
Make it Viral

8. What value could we bring
Sales
Product Mgmt
• Excellent Relationship
with Buyers at Telco's /Handset Players (10 yrs. in this space, experience
across the value chain)
• Understand how “it” has to be pitched
from contacts to contracts
• What should be the “hooks” to be acquired – so that discovery,
acquisition, referral and revenue is easy
•
•
•
•
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Make the product “viral” – piggyback on social media
Introduce gamification
Location Based features
Auto Suggestion
Smartphone , Feature Phone and mobile –non Data product strategy
•
Strategy
•
•
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Understand the market- scan for possible acquisition for strengthening
position in value chain
Create local support
Open up channels for metros, Tier 2,3 and Rural areas too
Bring out the next avtaar - Venture into space of “deals” , “offers” ex:
movie tickets

9. India : From 2011 and 2012
PC’s : 16 % Growth
Notebook: 26 % Growth
Desktop: 11% Growth
Tablet:40% Growth