For a mobile first nation that loves missed calls, here’s something product managers need to know

By Sreeraman Thiagarajan

Sometimes you discover a market, and at different occasions, a market finds you. Truecaller has over 200 million lively customers globally, of which 150 million are in India. Maybe as a result of we’re a belief deficit nation when it comes to know-how, we keep cautious to know our callers. And with Truecaller, the knowledge of the gang helps confirm and validate the real whereas singling out spam.
Introspecting on their large person skew in the direction of India is attention-grabbing. When requested what’s the largest failure and studying from it, Google’s then CEO Eric Schmidt, mentioned “Not realizing that a mobile quantity is a distinctive manner folks use to determine themselves, and never an e-mail ID”. This was in context with the failure of Google Plus as a social networking platform, which used Gmail as a means to sign-up.

This is especially true in creating markets like India, the place many want to use file switch apps to obtain apps slightly than use an App retailer (which requires an e-mail id to entry). While each Android telephone warrants an e-mail id to get began, I’ve seen retail retailer distributors utilizing generic e-mail IDs they created to on-board a number of hundred clients.

Our jugaad of giving missed calls when mobile telephony was costly has created a behavior that’s nonetheless prevalent. Then got here OTP, which noticed nationwide acceptance when regulators mandated it for banking transactions. It has since discovered acceptance throughout all main app builders who use SMS based mostly OTP to on-board customers.

Consider Rapido, a bike-taxi app that’s current in over 90 cities in India. Rapido’s tariff is interesting to the finances aware strata of society. Considering a bulk of their customers are first time web customers coming from a decrease priced system, they use a seamless mobile quantity based mostly authentication to on-board customers – and that is powered by Truecaller as properly.

SMS based mostly OTP for non-transactions are thought of tier two in precedence and as of final yr, 58% of the nation have been nonetheless utilizing 2G networks, the place an on-boarding SMS might arrive after the session occasions out or worse, when the person loses curiosity in signing up altogether.

Truecaller has a resolution to beat the friction created by slower SMS or the need of an e-mail id to sign-up to new apps on mobile platforms.

The newest model of Truecaller SDK permits app builders to onboard each Truecaller in addition to non Truecaller app customers. An finish person, who’s an present Truecaller app person, could be verified in a single faucet with out the need for any OTP. For non Truecaller app customers, there’s an instantaneous missed call-based background verification inbuilt.

Their tech roadmap is powerful. If you may have been verified as soon as on any app in your telephone, which is utilizing the Truecaller SDK, you then not need to undergo the verification movement once more on every other app that makes use of Truecaller SDK on that system. The customers can subsequently expertise a seamless onboarding expertise. Think of it like a financial institution doing the obligatory KYC. Once you might be verified, you should utilize any of the financial institution’s portfolio of providers with out repeating the KYC course of.

The non-SMS based mostly resolution comes as a lite SDK, which doesn’t bulk up the general app measurement whereas additionally saving 1000’s of traces of code to be written by builders to create their very own verification movement. Besides, these options come for free of charge to builders.

For finish customers, decreasing friction means fewer causes to be stored ready on the app’s door, earlier than they will begin utilizing it.

The author is Co-founder and CEO of Agrahyah Technologies and

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