What does it take for Indians to adopt a new app store?
Exploring the Indus app store
If you're travelling from home to the airport, you can choose between booking a cab or taking an airport bus from the nearby bus stop. Booking a cab is more expensive but more convenient while taking the bus is cheaper but more time-consuming. However, if the cost of both options were equal, most people would likely take a taxi to the airport unless you prioritize environmental concerns or are required by the government to take public transport for longer distances.
Given this logic, why would someone download an app from an external store when they already have Google Play on their phones? This question led me to explore the newly launched Indus app store by PhonePe to find out.
What is the Indus app store?
The Indus app store is a new player in the Android app market. It aims to provide consumers in India with an alternative to the Google Play store.
What are the advantages?
Challenge Google's monopoly in the app store market.
Offer app developers a more cost-effective option with lower commissions.
Enable app browsing in 12 Indian languages for consumer convenience.
Facilitate app discovery through vertical short videos.
But are these enough to switch to the Play Store? Let’s dive into the world of the Indus app store.
What did I like about the Indus app store?
1. Better discovery of apps
The Indus app store's homepage offers a more organized browsing experience than the Google Play Store. The prominent download button lets users easily download apps with just one click.
Additionally, users can explore new apps through various short videos and app explanation videos on the Explore tab.
2. Language localisation
The Indus app store is available in 12 Indian languages, in addition to English, for users to discover apps. By simply clicking a button on the top navigation bar, users can easily switch between their mother tongue and English. This language switch not only changes the interface text but also customizes the content within the app for a truly localized experience.
3. Trust and transparency markers.Â
Having verified badges and providing the final app size information can enhance trust when downloading unfamiliar apps, ultimately earning user trust.
What are the UX challenges?
1. Jumping multiple warning windows
Although the Indus app store is well-designed, the number of hurdles and warning messages may deter the average person in this era of scams. However, it is common for emergent users to share APK files through WhatsApp to install apps. Interestingly, even on lower-end MI phones, you can long-press an app icon to share the APK file via your preferred messaging app. Real Money Gaming apps like MPL and Dream 11 have long been sideloaded using APK files. For example, Dream 11, the largest RMG app, has approximately 200 million registered users.Â
2. Lack of high-quality reviews and rating
The review system of Google Play Store benefits from pulling names and profile pictures from corresponding Google accounts, enhancing authenticity. In contrast, the Indus app store requires users to log in with their PhonePe account, resulting in reviews without visible names or profile pictures unless updated promptly. In cases where user names are missing, masked mobile numbers are displayed. The app store faces a challenge in kickstarting the marketplace as there are limited reviews available to evaluate app quality. Some apps with numerous reviews may appear to have paid reviews, as users are seen commenting with their names and email IDs, a common method used to identify paid reviewers. It is possible that this is a common practice.
3. Updates redirected to the Google Play Store
Few of the downloaded apps seem to take users to the Google Play Store for updates, which defeats the purpose.
Additionally, one user mentioned encountering a warning message when installing an app, indicating that it had been sideloaded and advising them to download it from the official Google Play Store.
How could the Indus app store compete with the Google Play Store?
Although the UX of the Indus app store would become better over time, the biggest challenge would be convincing users to download apps from a new platform that requires passing through multiple warning windows, especially when they already have Google Play Store installed. Here are some strategies that could give the Indus App Store a competitive edge.
Allowing RMG apps: Indus App Store enables direct download of Google Play banned RMG apps like Dream 11 and MPL, potentially boosting the app store ecosystem.
Banning scam apps: The Indus app store's strict vetting policy could ensure that only verified non-scamster apps are available, unlike the Google Play Store, which is plagued by fake loan apps.
OEM partnerships: The Indus app store could simplify app installation by partnering with Original Equipment Manufacturers (OEM) to come preinstalled on newer phones.
Launching exclusive apps: The Indus app store could differentiate itself by incentivizing indie developers to create apps exclusively for India that are available only on Indus, enhancing app store adoption.
Expanding ecosystem partnerships: With lower developer fees the app developers could pass on the benefit by lowering prices for users who switch to Indus app store for app installations, the app store could attract value-seeking Indian users.
Does the patriotism narrative work?
Even though the Indus app store is commonly thought of as an Indian app store, it is actually developed by PhonePe, a fully-owned subsidiary of Walmart in the US. However, the perception is more important than the reality.
Despite this truth, there are very few instances in the past where patriotism alone has driven a product's success. While patriotism may generate attention on social media, ultimately, user incentives and value propositions are the key factors in driving adoption in the business world.
This reminds me of this funny scene from Tanu Weds Manu Returns.
If you were a PM at the Indus app store, what would be your growth hack to increase adoption?
Great Analysis!