Will Seven APAC get lucky with mobile e-mail?

Siddharth Mahajan, CEO of Seven thinks so.

From the article,

“We believe it’s going to be mobile e-mail’s year,” said Siddharth Mahajan, vice president and general manager of Seven Asia-Pacific. “We are putting all the right structures in place to help the market grow and hopefully we’ll see the results coming in Q3 or Q4 this year.”

…
“We see an evolution of the [mobile] e-mail market starting with enterprises,” Mahajan said. “But at the same time, we also see a growing trend where a growing number of users would like to get access to their IMAP and POP e-mail accounts from the mobile phone.”

Like previous versions, the Consumer Edition push e-mail application will allow users to send and receive e-mail on handsets from different vendors, said Mahajan. Users will also be able to read, edit, re-send e-mail attachments, and maintain always-on access to their calendar and contacts when on the move, he added.

However, Mahajan noted that while the mobile e-mail is immensely popular North America, it still ranks a distant second behind text-based short messaging (SMS) applications in Asia.

He conceded that it is probably due to the fact that “text messaging is a popular messaging application across Asia”, though he expects mobile e-mail to strike a chord with the business crowd.

“As far as business communication goes, your e-mail is important,” Mahajan explained. “You can’t close business deals using SMS. The moment you want to get into a formal type of communication, you need to use e-mail.”

The senior Seven executive was also bullish about mobile e-mail’s chances in developing countries like India and China. Citing India as an example, Mahajan noted that the number of e-mail users outnumber the number of PCs in the country, which could give operators an opportunity to showcase the virtues of mobile e-mail.

“We believe there is going to be a huge demand for mobile e-mail in this segment. India has probably an estimated 150 million email users but only 50 million computers,” observed Mahajan. “That clearly shows that a lot of the e-mail users are actually using Internet cafes or office PCs to access their email accounts.”

Mahajan said for this group of consumers without access to a PC, the ability to communicate and type e-mail messages using the mobile phone will be an “attractive factor”.

ZDNet Asia – “Seven: This will be mobile e-mails year“.

Sounds like his reasoning is way off target. So far my own bet has been not on mobile e-mail, but on mobile entertainment.

When you take a serious look at the 100 million users of the internet that Mr. Mahajan talks about, a few assumptions come to light.

The typical westernized solution that companies like Seven could offer through carriers includes a typical monthly service fee at around USD 20 per month. This includes unlimited e-mail access and the ability to add one or more POP and IMAP accounts. On the move, the consumer can get access to either a push-based e-mail solution or an on-demand e-mail solution. Personally, to me such a price wouldn’t seem very right – until and unless Seven had a creative model and a cheap solution to change that in India.

What problem can mobile e-mail solve for that user segment?According to him, they don’t own a PC, and yet they have access to their e-mail through work, and cyber-cafes. In other words, these users answer their personal e-mail when they would like to. It wouldn’t hurt if they went a few days without answering their e-mail.

E-mail happens to be a relatively formal activity when compared to SMS. However, they both thrive on the network effect. In the USA, all my friends had active e-mail lives. I knew I could count on near instant replies. In contrast, My friends here in India, who have limited access to the Internet don’t expect me to reply to e-mails in an instant. SMS on the other hand is a totally different culture. I am almost always expected to reply. Even if I could compose an e-mail to my friends while on the move, I know that they would not reply immediately. Turning behaviour around would be Seven’s (and other personal e-mail providers’) greatest challenge.

I think e-mail is a great feature to have if you have already subscribed to mobile data, I can’t be sure if many folks like me will want it turned on just for e-mail’s sake. In any case, I could still get a custom solution from my e-mail provider rather than rely on Seven.