The Mass Mobile Indian Internet - Largest Companies yet to be Born Date:   Wednesday , July 02, 2014 Matrix Partners India is an investment firm with INR 3,000 crore under management. The firm invests in companies targeting the Indian consumer market at the seed, early and early growth stages. Almost no one contests that over the next 5-7 years there will be 250-300 new internet users in India, primarily experiencing and accessing the internet from their mobiles. We are at the beginning of the most exciting phase of the mobile Internet in India - the Internet is about to become both \"Mass\" and \"Indian\". The best example of this that I can think of is when Indian satellite TV changed forever from people watching English shows like \"Small Wonder\" to \"Saas Bhi Kabhi Bahu Thi\" sending TRPs sky rocketing and starting a TV revolution. Mobile Internet entrepreneurs truly need to embrace the new user to be successful going forward. Of course serving this new user means embracing a mass business model, acquire a LOT of users and each user will be worth a very small amount of money - daily, weekly, monthly. That\'s how most large mass businesses in India have been built. Let me try and illustrate my dream for what this could look like in 2 sectors that will hopefully experience a mass mobile explosion. 1.Mass-Gaming: The success of Teenpatti, Paid downloads of games from telco stores and the proliferation of the pirated offline market in mobile games all point to large demand and willingness to pay in small sachets. To make this mass-gaming model work gaming entrepreneurs will need to \"Culturalize\" games (term borrowed from China\'s gaming industry), for example: a.Characters: that Indian users can identify with b.Language: Using colloquial lingo c.Economy: designed around objects that user identifies with in daily life. I understand that cost per install and micro-payments are 2 large problems that my gaming entrepreneur friends are grappling with, but I do know other startups are solving this over the next 6-12 months e.g., iPayy for micropayments (Disclaimer: my portfolio) or InMobi and Vserv on cost per install 2.Mass-Saas: Every small business owner that I meet is already using mobile technology to make their business more productive - all you need to see is how they use Whatsapp! Few ideas that seem primed: a.Accounting - SMEs are using apps to keep track of their daily cash register, outstanding receivables and daily reports. India\'s version of Quickbooks has to be on mobile! b.HR management/Productivity tracking - with a large part of the SME workforce on commission and daily wages, mobile is the ideal answer to both the employee and boss\' problems. Where\'s the Indian SME\'s version of Workday - coming soon? At Matrix India, we would love to partner with and serve founders who are going to create the Mass Indian Mobile Internet Explosion. Look forward to hearing from you.