Businesses must figure out new ways to simplify the app store ecosystem so that users can meet their aspirations seamlessly, says Rakesh Deshmukh
Digitalisation has remained a buzz word in India for quite a long time now. Several businesses have been investing their time and money in new technologies to make their services digitally accessible. For instance, today we use so many apps on our smartphones for numerous routine activities like booking a cab, making payments, ordering food, and what not. In fact, our reliance on these digital tools has only increased over the years, and undoubtedly these solutions have simplified our lives to a great extent. But the real question is, can every Indian access these services as we do?
Evidently, the country has been witnessing a rapid rise in smartphone penetration. However, a major part of our population still finds it difficult to consume content in English. Although many people — even those hailing from tier 2 and 3 towns — are able to buy smartphones because of their affordable costs, they can’t make the most of each and every application, and in some cases, they can’t even use them properly. This is primarily because most people don’t know the English language and hence it becomes extremely difficult for them to search and discover content. This is where the role of an enhanced app store ecosystem (EASE) comes into the picture.
The need for an enhanced app store ecosystem
The importance of local languages in a densely populated and diverse country like India can’t be overlooked. The country comprises 1.15 billion mobile phone users, of which 520.1 million hail from rural areas, as highlighted by the Telecom Regulatory Authority of India (TRAI). To tap into these potential customers, addressing the language barrier should be the top priority. Imagine when 520.1 million users will be able to digitally converse in their preferred dialect. Naturally, they will find content more relatable while also enjoying the highly personalised user experience.
According to the Google KPMG report, 70 per cent of Indians find digital content in the local language more reliable, 88 per cent of Indian language internet users are more likely to respond to a digital advertisement in their preferred language compared to English, and 90 per cent of video consumption is done through local languages. This clearly shows the astronomical growth opportunity that regional markets hold at present, enabling app developers to innovate the app store ecosystem using the power of localisation.
Government’s role in strengthening local language content development
In the recent budget 2021-22, the government has proposed to set up a National Language Translation Mission (NLTM), owing to the growing demand for accessing online services in local languages. The move will provide a significant boost to the existing regional language initiatives in the country, and encourage agencies to translate science and technology-related content into local languages, which otherwise is available only in English.
Doing so will also widen the reach of digital content and allow more people to access it, thus helping them consume it in their preferred language. NLTM is a great example that showcases the increasing relevance of Indian languages in every service and solution that today’s businesses offer to consumers.
While television, for ages, has served as the primary screen, we have now entered an era where smartphones are replacing it. App developers should thus come up with more innovative offerings that are mobile-based rather than TV-driven. Moreover, the growing preference of Indians towards regional content has emerged as a newly found opportunity, and app developers should strive to leverage it. An enhanced app store ecosystem (EASE) is a great way to bring innovation to the next billion consumers, help them become a part of the digital world, and drive awareness around how digital tools can add value to their lives.
To bank on EASE, app developers can also experiment with other elements like voice and video that have always existed but have not been reaped yet. These can be the next two powerful tools that businesses can add to their existing portfolio of products, and serve customers in a more personalised manner. As we advance in 2021, businesses must figure out new ways to simplify the app store ecosystem so that the next billion users can use it to meet their day-to-day aspirations more seamlessly than ever before.
(The writer is Co-Founder and CEO of an app and content discovery platform, Indus OS.)