Background
A mobile first market
36% – or 451 million – of Indians access the internet every month and over two thirds of these access the internet every day. India is a mobile internet market, with 95% accessing the internet via mobile and 85% accessing the internet via mobile only.
The mobile phones explosion
The past few years have seen two related phenomena that have had a powerful influence on each other. Cheap smartphones have become good and data has become cheap. Today, India is the second-largest smartphone market and also one with some of the lowest mobile data rates....