Airtel proposed digital strategy- Proposed Strategy to Airtel in 2012 as part of Innovative Ideators Competition

airtel.coma unique web experience

Team code- 1333

Prediction software

airtel

Worldwide presence in around

20 countries

Fifth largest mobile network in the world, Largest in India

Market cap of 1,35,764 Rs Crore

DTH, iPhone, broadband, landline, blackberry

need for the web presence

• Eliminates intermediaries

• More ideas: more products

• Youth oriented

• Ever increasing web users

Customer coverage

Additional channel

Cost benefitNew

revenue stream

integrated crm and real time datawarehouse

Mobile

Broadband

Digital TV

idid

details

datawarehouse

dataentry

NTK Basis

airtel departments

mobile

Prediction softwarepersonalised ads

integrated crm and real time datawarehouse

One time registration for customer.Integrating different verticals of airtel’s businessIdentifying potential customers from existing database.Huge efficient database which is multipurpose“Need to know” data sharing with different departmentsThe Prediction software system to analyse the spending pattern and suggest recommendations to users in real timeOne time verification on mobile subscription

single sign on platform – unique customer id – personalised Home page

SSO with id HomePage

•Dynamic and customized page•Info of all subscribed products•Recommendations / ads

(prediction software)•Register feedback•Banner ads•Webcoins and savings

Hassle free services Added user convenienceEasier marketing of all airtel productsAble to connect to airtel regardless of the product

real time VAS activation system

orderuser ‘smobile

friends’mobile

payment and activation

Prediction software

User conveniencePayment through webcoinsEasy activationAbility to gift VAS to friends Timed activation Easily refundable

order processing system

OPS matches CRM data

• order confirmed

CRM’s provides required DATA

• concerned department

Product delivered

• concerned deptt. appointment wirh user

Order Processing System is a state of art IT system to sort the issues related to various product delivery methods in Airtel’s Portfolio

LogisticsServices

Trust Sales

selling products via OPS

• HD TV

• HD Games

• Laptops

Play online

Mobile Handsets

Tie ups with OEM NetBuy and trust of Airtel

Best deals online

Virtual telephony

different products offered on the websiteMobile Handsets- Tie ups with OEM, best deals online.LCD TVs- airtel can leverage the HD era with the convenience of NetBuy and trust of airtel.Laptops-Banner Ads of laptops on ‘airtel Broadband’ user homepage. A click will redirect to NetBuy page.HD Games- HD games would be available to be played online and longer version can be purchased by NetBuy.

marketing 3.0

Focus on Customer Values

Emotional Connect

Customer Engagement

Social Events

ConvenientDTH

Installation

Consumer Opinion Posted Online

After Sales

Service

marketing 3.0Connecting with the emotions of the customers Personalized customer giftsGiving facility to recharge and to make calls in case of urgency when they do not have balance, by a toll free message.Giving free vas on completion of a certain period from the date of buying sim card.Creating customized homepage for different customers

webcoins

A unique and efficient internet transaction systemFlexibility and customization options for usersCustomers buy in bulk and spend on various productsEasier reward program implementationReduced transaction costsAirtel can be assured of generating advance revenue Easy refunds for transactionsEasier tax management

webcoins rewards programTo incentivise the customers for using low cost internet servicesBonus webcoins for a particular amount spent “Reward webcoins” will be identical to the purchased webcoins Easily increase the rewards for loyal customers with CRM dataExtra webcoins when sending gifts to friends.Gifts can be anything ranging from recharges to VAS.

referral Scheme

•Subscribers can refer their family /friends to register themselves on the ‘airtel’ website.

•The referees get free webcoins on each new subscription through their referrals

•Opportunity to earn bonus webcoins each time a target is achieved.

•A total ‘win-win’ situation for both the subscribers and ‘airtel’

Share memories

digital marketing

twitter

Photography competition

Airtel Konnection

Event Updates

New Plan Updates

Airtel Moments

Airtel Exclusive Video Ads

Win webcoins

Free VAS

‘airtel konnection’ – a sharing platform

•A fun filled contest to share airtel memories

•An opportunity to ‘express yourself’

•The best entries get their stories posted on the website/ facebook pages with their photographs

•The winners also get webcoins/recharges/VAS as rewards

•Valuable feedback which helps airtel improve its service

promoting new technologies

Individual marketing

Niche marketing

Segment marketing

Airtel live!

4 G promise

Skype and VoIP

Contact less data

transfer(NFC)

Apps development

Money transfer

c2c marketing

Showing the feedbacks of other consumers on the websiteGiving convenience in installation and after sales servicesGiving free VAS on special occasions like festivals, new year based on consumer’s regionConvenience in switching from one plan to other for postpaid customers by just clicking on new plan

revenue generation - self sustaining website

Airtel can leverage existing revenue sharing partnership with IBM.Predictive software to generate specific ads/recommendations to boost salesWebcoin platform ensure advance revenueAd sharing platform with VAS distributorsObtain VAS content in lieu of advertisingNon clickable banner ads of new movies, campaigns can be displayed in home page

search engine optimizationTarget to improve subpagesUrge the customer to share the services he liked on various platformsTo improve the visibility of the services offeredTo identify the keywords and generate contentLink sharing with airtel OEMs can be doneAnalysing keywords to generate ideas

advantages

User tends to buy more over web than mobileTo improve airtel product line marketingBrand equity to improveUser association of brand with various productsRole of intermediaries to decreaseImproved revenue stream for airtelEasily portable to any new market airtel entersProviding first mover advantage over other operators

thank you