The data democratization
India is the highest consumer of mobile internet in the world[1]. Internet access has allowed people to explore products, services, opportunities, and content from across the world.
Source: Ericsson Mobility Report 2018[2]
This change is already forcing enterprises to take their businesses online and have a presence in the online space. Online retail sales has increased by over 250% from $19.7bn in 2015 to $50bn in 2018[3]. Out of all the queries for digital commerce, 82% were made through mobile device[4] in 2017.
Smartphone penetration
While PCs and tablets are expensive and beyond the budget of the masses, with 4G enabled smartphones costing roughly $7 in the country, affordability is no more a constraint leading to around 500% increase in the number of 4G enabled smartphones from 47 million in 2015 to 218 million in 2017[5]. The number of mobile internet users is expected to rise sharply by roughly 21% CAGR from 240 million in 2016 to 520 million in 2020[6].
Increase in average data consumption
With the launch of 4G, the high-speed internet has been made available to the masses for the first time. Drop in data prices by 93%, from $3.7 per GB to $0.26 per GB[7] has changed the behavior of customers significantly and has gotten them hooked to the internet, with an average Indian user spending roughly 3 hours a day[8] on their smartphones.
Digital footprint
Increased geographical reach and improved speed, coupled with the huge numbers
