Based on an interesting mix of statistics, trends and views, Brian Unruh brings together an outsider's perspective on the Indian web presence ecosystem. This session will cover strategies that have worked wonders in other markets and can be adopted in the Indian scenario. -by Brian UnruhBrand Operations - Endurance

1. The Indian Market –
An Outsider’s Perspective

2. What is this
Presentation about?

3. About one of the most
Interesting Markets in the
World!

4. OK, Seriously! The Indian Market is...
• Growing
• Maybe not growing as fast as we would like it to
• Different in several ways from more traditional
Markets that I have worked in, such as USA

5. So let us try and take
stock of some of these
differences

6. The US Web Presence Market
• Internet Users: 280 Mn (87.5% of national population)
• Number of Active Websites: 31.6 Mn
• Number of Domain Names: 79 Mn

7. The US Web Presence Market
Observations:
• Both Web Design Agencies & DIY Tools
have substantial demand
• Almost 60% of SMB Websites are
designed by Web Professionals
• Highly mature market with fairly high
domain renewal rates
• Several established players with a high
rate of consolidation
• Single digit growth rates

8. India Internet Landscape

9. Domains Growth in India

10. The Indian Web Presence Market
• Internet Users: 354 Mn (28.3% of national population)
• Number of active websites: 1.2 Mn
• Number of domain names: 2.3 Mn

11. The Indian Web Presence Market
Observations:
• Largely DIFM Market & Web Professionals have substantial demand
• More than 95% of SMB websites in India are designed by Web
Professionals (such as you)
• However, domain renewal rates are not there yet (Indian customers
don't seem to think a website adds value to the business)
• Several established players and growing consolidation
• High Growth Market - over 25% YOY (but should it be growing
faster?)

12. Comparing Web Presence Customers - by the
numbers
USA
• 3% Potential CAGR in market size by revenue over the next 3
years
• $135 ARPS/yr
• 4.1 Avg. number of products per customer
India
• 17% Potential CAGR in market size by revenue over the next 3
years
• $50 ARPS/yr
• 1.8 Avg. number of products per customer

13. The Indian SMBs/Website Owners
• Have far lesser affinity towards technology (except startups of
course)
• Are very focused on their Return on Investment
• Are typically risk averse and this makes them resistant to change

14. Let us now understand their
customers – the Internet Users

15. Age Demographics
India US
18-32 54% 30%
33-44 20% 23%
45-54 14% 22%
55+ 12% 25%
The Indian Internet Population skews significantly
younger than the US
Distribution of Internet users among different age groups

16. The First Adopters of the Internet in India are only
reaching a position of influence now!

17. So here's how I see the Various Players in the
Indian Market Trending…
• Internet Users: will form a significant portion of the addressable
base for SMBs, with ecommerce thriving
• SMBs: will be forced to adopt to the change and have a basic web
footprint on all mediums
• Web Presence Product Companies: have to tackle the challenges
that consolidation brings in and build a services portfolio, to stay in
the game
• Web Presence Service Companies: will need to position
themselves well, in terms of the value that they bring to the SMB

18. Endurance has always had a strong focus towards helping SMBs get
Online
Let us take a quick look at some aspects that have also worked for us
in the past

19. Experience in Acquiring Customers
• Tactful Guerrilla Marketing
• Smart &Differentiated Positioning
• Strong Affiliate Networks
• Astute Investment in Advertising

20. Experience in Retaining Customers
• Huge amounts of focus on customer support
• Great UI across all products
• Simplifying payments - Offering as many options as possible
• Always reaching out to a customer with something that can
potentially add value to his business

21. Some of this may or may not
work in India today, but other
ideas might!...

22. Try A Micro Affiliate Model
• India is a Price Sensitive Market - so offers represent
greater value
• Imagine a model where you incentivize your customers
to refer you to more

23. Try A Micro Affiliate Model
• Referral Commissions to every Customer
– Rely on word-of-mouth & good reviews
– Lower thresholds, lower commissions
– Maximize return on marketing spends
• Deliver Personalized & Prompt Customer Service
– Make your customer feel privileged & valued
– Ensure that the customer recognizes the value in every
purchase and product

24. Our Success in this Market is tied
together, and we love it! :)
The Indian Market is
slowly but surely
becoming a Giant!