'India is a strong content-centric market'

What are the findings of the international survey Buongiorno conducted to
understand the mobile Internet behavior?

The main aim behind this research was to understand our customer in a better
way. Though this was an international research, it did provide deep insights
that can be really useful for the Indian market.

There are four main finding of this qualitative study. Firstly, in India, age
and gender are not a primary driver of this segment but attitude and behavior
are. In the moble Internet scenario, two key attitudes toward mobile phones and
browsing were revealed-embracers and pragmatists.

Secondly, mobile browsing depends mainly on four things: socializing,
searching for information, continuing actions started on the PC/Internet, and
content downloading. Thirdly, confidence with technology determines the
relationship with the medium and the use of related services. And the last, the
impact of convergence.

What are the key challenges as you plan to take the company to the next
level?

There are some key challenges that we are facing while operating in India.
Firstly, India is a strongly content-centric market so it would be quite
difficult to adopt a market-centric approach. Secondly, building a team in terms
of hiring is another big challenge. Thirdly, project closure will take too long;
and the last, India is a large country with huge market potential and we are in
a position to tackle everything, so the biggest challenge here is how to be
focused and diversified to tap this market.

Your recent projects...

In India, Buongiorno has already undertaken many projects with leading
companies and operators. We are providing icon-based WAP site to BPL Mobile to
recognize handset compatibility and then accordingly provide customized
experience to every user. We are also managing short code service for NEO
Sports. Recently, we introduced a mobile video magazine called Fashion FIX.

We are also managing and setting up short codes for MTV. We are also
conceiving and delivering interactive mobile services and CRM implementation and
management for Times Internet.

What are the prospects of digital mobile entertainment in India?

The Indian mobile market is very content-centric and aggressive, with huge
potential for digital mobile entertainment. The future for this segment is very
bright. We are adding 8 mn subscribers every year. The Indian market has both
the need and maturity for digital mobile entertainment and it is very bullish.

Arpita Prem

arpitap@cybermedia.co.in