Shotformats Digital Productions Pvt. Ltd., a digital entertainment and VAS company, has recently launched ‘Offline Application Store’ a facility where users can buy mobile apps ‘offline’. With this the company has also launched an online digital currency called ‘Biscoot Digital Prepaid Wallet’, which is targeted towards people who shy away from using their credit or debit cards for online transactions.
There is no doubt that in the craze for smartphones has increased in tier 2 and tier 3 cities, but due to less knowledge and understanding about how to use these tech phones, most people keep their smartphone usage limited to messaging and calling. “Only 15 per cent have ever downloaded an app,” says Niyati Shah, MD & CEO, Shotformats.
Here comes an opportunity for the offline app stores where users can actually utilize other features on their phones without facing the complexity of data usage and app downloads.
The Offline App Store will distribute digital content i.e. movies, music, games and apps and in the initial phase it will cover around 20 cities including Mumbai, Pune, Nagpur, Ahmedabad, Jaipur, Jaisalmer, Surat, Chandigarh, Bhopal, Allahabad, Guwahati and a few more. The content will be available in 8 languages including Hindi (Bollywood), Malayalam, Tamil, Telugu, Kannada, Bhojpuri, Marathi and Assamese.
The consumers who prefer consuming content online can use Biscoot website, where they can pay using the Biscoot Digital Wallet.
“The current ARPU of a mobile user voice + VAS would be approximately Rs 95 and we are optimistic of taking that to Rs 150 in the first year of its launch on Biscoot Offline Store,’’ says Niyati.
The currency will be available at the recharge and telephone accessory shops at a price unit of INR 1. The Biscoot currency will be available as scratch cards at denominations of INR 1000, INR 500, INR 100, INR 50 etc.
According to the research conducted by the company about 95% of mobile users in India are prepaid users of which around 30-40 % visit mobile recharge shops at least twice a day for getting recharges. Thus its distribution chain will comprise of mobile recharge shops across India for testers.
The company aims to expand its network to around 30,000 retail outlets in 1 year and sell 1 Mn such apps in the next 6 months.
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