India

The Indian market is growing dramatically now, and the digital market is also forecast to mirror this growth, albeit starting from a low base. Dramatic increases in infrastructure investment, both public and private, coupled with a rapidly growing middle class and a high savings ratio, make this a very attractive market for digital services, and foreign equity funds are flooding into the country. The relatively low penetration of online connectivity so far, however, means that the adoption of new digital services may be different from European and North American markets. Understanding distribution models, consumer behaviour, and commercial models will be crucial for success.