Apple Localizes App Billing In India

The American technology giant Apple Inc. is known for its technology which alienates the user from the other prevailing brands in the market, be it the use of iTunes to transfer data in the 'i' devices or the conversion of videos to the Apple format for a video playback. (See iPhone 5: HTC Mulls Lawsuit Against Apple and Can Apple-Samsung Spat Revive Nokia's Fortunes?)

There is, however, good news for Apple users in India as the company, with an initiative to localize its processes, has started billing in INR on its application store. (See iPhone 5: Steve Job's Art is now Cook's Science.)

The effort will not only help users identify the exact amount they have to shell out for an application, it will also strengthen Apple's competition against the Google App store which has been charging in INR for a long time now. (See The Countdown To iPhone 5.)

The Apple App store is the largest portal of mobile applications with more than 35-billion app-downloads since it opened in 2008, and the step will only add to its might.

Apple's decision to localize the billing procedure comes days before the arrival of its latest launch, iPhone 5, which will hit the Indian stores on November 2, fetching the Apple fan club one more reason to rejoice. iPhone 5 is expected to face stiff competition from Samsung Corp.'s Galaxy series, Nokia Corp.'s Lumia series and LG Optimus Vu.

High price of Apple devices is the key reason for the slow uptake of its devices in the country.

The MVAS industry in India is expected to touch INR 490 billion ($3.13 billion) in the coming five years and is also considered as an alternative to the falling ARPUs of the operators by many industry experts. With data consumption increasing rapidly in the country, Apple's current move of localizing its app billing is sure to contribute to the growing MVAS market. (See Is MVAS Industry Ready For A 3G Revolution? and Rise In Tariffs To Hamper MVAS Uptake: Analysts.)

- Rimit Singh, Correspondent, Light Reading India