To meet the tremendous potential in the applications market, Reliance App World will provide a host of applications and services to subscribers and offer them interesting ways to increase daily productivity and make their lives better. It will help increase consumer delight and reduce subscriber churn by providing a relevant mix of free and paid applications. Reliance App World will allow micro-billing of applications to suit everyone’s spending power.
The application store will come with a host of user-friendly features including multiple downloads, user rating of applications and easy search options and it will support all major handsets. Combined with a micro-billing feature, this will open for applications to a much wider base of subscribers.
Reliance App World will have a balanced mix of international and India-specific applications, with special focus on providing subscribers with an easy-to-use and attractive user experience regardless of the handset they use. The applications will not only include games, but will also extend across various categories such as lifestyle, business, utilities, productivity, travel, finance and more to suit all age groups. The application store will also host a number of applications unique to Reliance subscribers.
According to a recent study by Ericsson ConsumerLab and User Experience India, urban Indian consumers are looking for more things to do on their mobile phones that will provide more entertainment, save time, and turn their phones into multi-utility gadgets. Keeping this insight in mind, the application store will keep consumers engaged and offer them interesting ways to increase daily productivity and make their lives better. This will help enhance usage behavior, thus generating higher revenues and value for Reliance.
Prashant Gokarn, Head – 3G, Reliance Communications, says: “Reliance App World is an endeavor to increase consumer delight by providing a mix of entertainment and utility services to our subscribers. Ericsson’s expertise and quality services are valuable to us for setting up a successful business in the application space.”
Fredrik Jejdling, Head of Engagement Practices, Ericsson India, says: “We are extremely happy to partner with Reliance to provide end-to-end services on the Reliance Application Store. Ericsson’s vision is to develop a self-thriving ecosystem of partners by bringing operators, application developers and subscribers into close reach of each other. As part of that initiative, we have set up an in-house device testing team to provide a differentiated service offering, ensuring the same experience across different devices. The application store will help Reliance to focus on customer satisfaction and delight factor, offering the required visibility and favorable consumer perception in the 3G space.”
Under the agreement with Reliance, Ericsson will be responsible for providing end-to-end services including Business Operations using the Software as a Service business model. It will provide services that are relevant to the consumers, while helping Reliance drive the data traffic in its network and increase its revenues. With the Ericsson Developer Program, Reliance will benefit from an ability to reach out to a community of application developers, focused on providing applications that cater specifically to their audiences.
The developer program will not only help to provide applications that are personal and relevant to Reliance’s consumers, but will also provide services that can help build loyalty among its customers.