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There are a plethora of mobile applications available in the market today. Be it Android’s Google Play Store or the iOS App Store, every application distribution platform is flooded with a variety of free and paid apps.

The number of mobile application downloads have kept increasing exponentially worldwide. As per the reports released by Statista, the number of mobile app downloads summed up to 2.52 billion in 2009 and in the following years – 2010, 11 & 12 – it saw a massive rise, amounting to 4.52, 21.65 and 64 billion downloads respectively.  App downloads have kept increasing enormously ever since they were first introduced and in the year 2015, a never-before figure of 200 billion was recorded for app downloads. The number is expected to increase to whopping 269 billion by the year 2017.

While the number of app downloads have kept themselves multiplying ever since the advent of mobile applications; the number of free app downloads have always downsized the paid app downloads. While free apps have accounted for 69 per cent of the total app downloads during the past 2 years; paid app downloads remained struck at 31 per cent. It is to be noted that out of the top 25 apps in the app store, around 15 are ad-supported free app versions. These facts map the consumer preference directly.

Making money with apps

Smart devices are becoming omnipresent across the globe. Owing to this, more developers are making their way to the niche of mobile app development now. While the Apple App Store is growing by over 1,000 apps per day; the Google Play Store welcomes around 3000 apps on a daily basis.  Still, there are selective applications on these platforms which perform exceptionally well on the verge of user engagement, retention and revenue generation.

In the mobile app business, it requires exceptionally high brand name recognition and high awareness to get users buy an app. The app developers can no longer monetize applications by selling them. Developing and offering useful free mobile apps, the developers are struggling to generate revenue through advertisements which, generally manifest as disruptive prolonged pre-roll or third-party pop-ups and create major deterrents for regular usage. Proficient mobile applications integrated with advertisements provide a major revenue source for the mobile application developers, which is quite crucial for their growth

The above facts map the importance of user engagement on the apps for monetizing them. So, what are the challenges faced by the app developers and how can they improve the user engagement on their app in order to mint money with it?

Importance of mobile app moneytization

Below are highlighted the biggest challenges associated with app monetization and the ways one can overcome them:

Making your app get noticed- The crowded mobile app market creates a pressure for the apps to get noticed without getting lost.

Solution – Create apps with great appeal. Include usable features, graphics and intuitive design to provide a wholesome experience.

Dealing with the device screen size – Users may access your app on multiple devices with different screen sizes. Designing your app only for the latest OS is a big no. Create an application which can run seamlessly on as many devices as possible.

Solution – Responsive Design give more liquidity to screens and thus, the same can be adjusted to suit different formats and screen sizes.

Make the application interactive – Interactions have the same importance as design responsiveness. Make maximum use of mobile sensors to create an interactive experience.

Solution – Consider interaction during the designing phase. Target a comprehensive experience without restricting to tap and swipe gestures. Use various click options with buttons and tangible interactions like shaking, tilting, flipping to play etc.

Maintaining a smooth on-board experience – Most of the apps do a poor job taking the new users onboard once downloaded is completed. Reports suggest that 26% of downloaded apps are used just once.

Solution – Use a simple and clear interface for your app. It must be kept in mind that a new user judges whether the downloaded app is engaging right off the bat or not.

Existing user engagement – Creativity and innovation have made the mobile app market highly active. Gaining happy and loyal users becomes a challenge.

Solution – Analyzing the way users interact to your app supports their retention. Offering value during downtime, an app can keep the users engaged in a meaningful way.

Paid download isn’t the only way –Higher the engagement, higher will be the advertising bucks. Higher revenue implies that the developer can keep the app free for download and increase downloads, which will eventually bring more advertisers.

Solution – Even minimal detail can prove to be delightful for the users and may result in high engagement. You can try rewarding them. Saving even a buck courtesy of your mobile application may be outright delightful in this economy.


Enlisted above are the major challenges faced by the developers in application monetization. There are various other small hurdles that may creep in every time they initiate working on a new app. All we can suggest for the mobile app developers is that they should put more emphasis on ‘what not to do’ than on ‘what to do’.

February 5, 2016 0 comment
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Over the past few years, point-of-sale (POS) systems have changed the face of card payments. This uptake has largely been because of the steadily dwindling use of fixed POS systems, which is owing to several factors and the advantages featured by mPoS systems. First and foremost, it is an expensive option. Also, the viability of such equipment is contingent to achieving a certain minimum transaction volume. Needless to say, these conditions effectively exclude small and medium-sized merchants and create an overcrowded marketplace for the big players. Moreover, these devices entail a substantial amount of upfront investment (in the form of rentals) and the cost of maintenance is quite steep as well.

Therefore, the need of the hour for small-and-medium sized merchants is a payment device which entails little or no expense in terms of deployment and maintenance. Moreover, the solution ought to adhere to approved standards of data and payment security via PIN authentication and all security certification standards. And last but certainly not the least; it should leverage both the mobile device and plastic money to the fullest.


Keep customers close with MPOS

In this context, mobile POS (MPOS) has emerged as a viable option and is often labelled as “disruptive”. The opportunity for MPOS is vast-it mobilizes the existing payment infrastructure, improves business efficiency, customizes services, strengthens consumer engagement and offers a secure transaction environment.

To illustrate, it mobilizes the existing payment infrastructure by extending card payments to new merchant segments such as home delivery merchants; on-the-go merchants and direct sellers. Moreover, it improves business efficiency by ensuring rapid integration of payment acceptance solution with core business operations and generating additional revenues streams with value added services for the merchant acquiring bank.

This is because it potentially drives down the price of regular POS terminals by as much as 50 per cent and offers significant value adds such as EMI payments, mobile top-ups, payment analytics and even cash and cheque reconciliation via its mobile app.

In addition, the fact that cash-on-delivery (CoD) has emerged as the most favoured payment method in many emerging countries also strengthens its business case. For instance, given that small and medium-sized businesses in India mostly accept ‘cash-only’ payments, owing to the large fee entailed in card processing deploying MPOS makes good business sense. It opens up an affordable channel to accept alternate forms of payment, from cards to the mobile handset. For the bigger retail players, MPOS could provide support in managing the workforce, sales force etc. by providing mobile-based inventory management, automatic sales records, etc.

Going forward, industry analysts expect a shift from MPOS to the mobile handset at POS. This would essentially entail customers using the mobile application to facilitate discovery and shopping. It would equip customers with stored value account to purchase good at POS and, most importantly, is expected to drive traffic to merchant locations by delivering an engaging shopping experience.

Net, net, to ensure rapid uptake, the acquiring bank ought to move beyond payments. This can be achieved by ensuring integration with services such as inventory management, customer relationship management, campaigns and loyalty management programmes, offers and coupons, etc.

October 20, 2015 0 comment
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Over the past decade, mobile money– defined as the revolutionizing technology enabling payments made for a wide range of products or services through a mobile device- has witnessed ubiquitous acceptance. Mobile money does not require the user to carry along anything but just their smart device and thus, it has completely revolutionized financial access globally, especially for the unbanked.  Also, it has cut down the number of belongings one needs to carry along everywhere.

The mobile money revolution

Mobile money has showcased a very isolated progress till date, but the innovation rates to improve the scenario are quickening. As per the industry experts, mobile money had initiated very low, particularly during the years 2000 and 2005 as then, the scope and in turn, the acceptance of mobile payments was significantly limited. Since the year 2005, there has been manifold increase in the number of mobile wallet subscriptions, mobile money usage as well as mobile banking. Mobile money has come a long way ahead and now a significant fraction of people have used mobile money at least once and an increasing number of those users have accepted mobile money for their day to day transactions and money transfers. Behind this major uptake, relies the paced proliferation of the mobile devices.

Over all, while we can unhesitatingly state that mobile money has become a norm now. However, certain concerns, especially around security, still linger. Undoubtedly, security has always been the priority for the consumers executing any transaction and it will continue to remain the same ever-after. Similarly, for the mobile payment service providers, the secure execution of transactions carried out by its consumers and the security of stored user data, avoiding spam or phishing is always a priority as it is a significant decisive factor for its ROI.

Technologies improve safety

The robust security of mobile money transactions and user data is followed by a wide acceptance of mobile money applications. The boundaries of mobile payment security are being made stronger day after day in this regards and the deployment of an intangible, robust security framework for mobile financial solutions and their security is awaited to completely eliminate frauds and help the consumers gain trust over the convenience provided.

Accessing information like bank details from the mobile devices has become quite a common practice now as mobile money progressed well during the past years. This has become more secure, but primarily this takes place as a result of enhanced security measures on the bank’s side, which continue to increase their security level owing to the fact that they continue being targeted by the hackers. Applications for mobile money have also increased their protocols.

Basics of mobile money security

Approaches to mobile money security

Typically, the mobile money service providers embrace a multi-dimensional approach to mobile money. They initially focus on the system, the access platforms following which they target the transactions and the application. The initial and most important aspect-system security- includes various measures such as 3DES encryption and access abstraction. For access security, while some of them require fingerprint scanning to gain access to one’s user account; the others demand input a preset PIN code each time using the application. OTP-based authorizations, MSISDN and PKI have also become popular for security of mobile money transactions. Lastly, application security is ensured with configurable KYC, adherence to AML requirements, masking the critical data and anti-phishing measures.

The worldwide acceptance of mobile money entirely depends on the advancement of security measures. The service providers have no other means than robustly securing mobile money applications to shell out revenue with the offering. The consumers need to be assured that their money and financial details are in safe hands. There is no alternate route through which the mobile money service providers can gain the confidence of the consumers in order to increase its uptake.

October 19, 2015 0 comment
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Prepaid loans for everyone

Mobile subscribers often fail to complete calls or use other means of mobile communication due to the lack of sufficient balance in their account. A Call Loan or prepaid loan is a mobile solution which credits talk-time as a loan to a mobile subscriber’s account when it doesn’t have sufficient balance. The solution is targeted at prepaid subscribers who are unable to access a mobile recharge/top-up immediately. With the credited loan amount, the subscriber is able to make calls, send SMSs and use the relevant mobility service without recharging.

Operator benefits

Over 20 per cent of the voice calls made get dropped due to insufficient balance. This leads to loss of revenue for operators. The Call Loan facility ensures that incomplete calls get converted into a revenue stream. They help operators to add to their revenue by letting customers borrow money as their mobile account balance in turn bettering the customer experience. It not only increases the consumers’ on-call time but also it facilitates them to spend more and more on the network.

Overall, the Call Loan facility offers the following benefits:


Customer benefits

The Call Loan or talk-time loan feature ensures that calls can be completed even when consumer has zero balance in his account and easy recharge is not available nearby. The ability to make calls or perform other basic cellular activities during everyday emergencies along with the other offerings that allow call completion during unavailability, switch off, not reachable and other busy conditions.

The Call Loan feature lets a mobile subscriber enjoy:

  • Emergency backup for communication
  • Elimination of the requirement of accessing top-up immediately
  • Workability with all basic forms of communication
  • Disposal of the go-to-market time


The Call Loan feature has eliminated the prepaid uncertainty factor- that made many of mobile consumers shift from prepaid to post-paid services. Serving as a communication companion in any abrupt situation, the Call Loan feature has brought a sense of certainty and security to prepaid mobile users. At the same time, it has added a new revenue stream alongside value added services associated with prepaid mobile connections. Thus, relying on the call loan service, followed by reduced churn, we can foresee better and brighter financial statistics for mobile service operators, ,which will in turn make them an erstwhile player in the telecommunication niche.

September 21, 2015 0 comment
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