The ubiquitous mobile phone is going to become the next big battle ground in online commerce given that 100 per cent of India's incremental internet traffic is currently flowing through mobile devices.
Little wonder, Flipkart's Mausam Bhatt, senior director, mobile commerce and digital marketing, Bengaluru area, believes mobile commerce is not in the future but right here.
Likewise, over the last six months or so, a host of other internet-based companies have seen a shift in the way consumers walk in. Be it travel portal MakeMyTrip or job portal Naukri, nearly half of the total traffic inflow is happening over mobile devices - either through mobile sites or via apps.
Easy to gauge why these companies are working overtime to refashion their sales strategy around the mobile.
Look at the potential. In a report on the Indian internet market, titled 'Deep Dive', Citi Research says 92 per cent of India's 252 million internet users are mobile (using phone or dongle).
The report says the wireless internet subscriber base has grown 62 per cent year on year in the quarter ended March 2014. And millions of Indians who are getting on to the internet for the first time are getting there through their mobile devices.
Says Hitesh Oberoi, CEO of Info Edge, the largest consumer internet firm in the country by market value, which runs Naukri.com, "India is expected to be a 'mobile first' country and online companies will have to offer the full suite of services on the mobile device.
Despite the constraint of the screen size, consumers want the ability to do all the things that they do on a regular website. Every category has to create a unique value proposition for the mobile universe."
Text: Malini Bhupta, Business Standard
Image courtesy: Reuters