Transcript
MobileLeveraging the new New Media
1
Rosh
an
Ku
ma
r
REACH
0
100
200
300
400
500
600
Mar '04 Mar '05 Mar '06 Mar '07 Mar '08 Jun '08 Nov '08 E 2010
Mobile Subscriber Base (in
Millions)
TRAI Reports
Penetration of GPRS
enabled handsets : 26 %
(65 million)
GPRS activated: 20-25
% of that (15 million
approx.)
GPRS Users : 15%
IAMAI MVAS Report; Aug 2008
2
Rosh
an
Ku
ma
r
MOBILE: A REALITY IN INDIA
Chennai
KolkataNew Delhi
Mumbai
90 %Mobile Density
69.61 %Mobile Density
47.02 %Mobile Density
)
88.8 %Mobile Density
Source: Broadband and Internet India, 2007
3
Rosh
an
Ku
ma
r
WHAT DO PEOPLE DO ON THEIR CELL PHONES
15%
40%
35%
10%
Revenue Drivers
SMS (A2P & P2A)
SMS (P2P)
CRBT/Ringtone
Voice, data, games, e-mail and others
Source: IMRB (2007)
Play gamesDownload Ringtones
Read News headlines
Surf the Web
Access information from Banks, Airlines and Railways
Check Examination
Results
Participate in contests
Listen to FM radio
Text(and of course
)Talk
Top 10 mobile sites in India
(Sep‟ 2008)
1.google.com
2.orkut.com
3.gmail.com
4.yahoo.com
5.gamejump.com
6.rediff.com
7.wikipedia.org
8.my.opera.com
9.youtube.com
10.songs.pk
Source: www.opera.com
8% is revenue from
GPRSIAMAI MVAS Report
4
Rosh
an
Ku
ma
r
MOBILE MARKETING: POTENTIAL AND CLIENTELE
One in four respondents in the 2007 survey expressed
interest in mobile marketing. The number of consumers
who have experienced mobile marketing continues to
grow, with highest participation noticed among
respondents in the age group of 25-44.
Why this interest?
Because they are getting something in return (The Indian mentality)
E.g.: Greystripe(mobile ad network) and gamejump.com: can
download game free, just need to view an ad b4 and one after
the game.
Typically it is older users (35-49) who are the biggest
spenders when it comes to purchasing handsets or using
Mobile VAS
Source: Research by Mobile Marketing Association and Synovate (2007)
5
Rosh
an
Ku
ma
r
IT’S DIFFERENT. IT COMES OUT IN DIFFERENT WAYS
It’s right next to my undies: It’s that personal!
One window (mobile screen) only, unlike traditional internet, with complete focus
Much more localized
Only channel of information and entertainment for millions
•SMS
•Mobile
Web
•Video
•Games
•CRBT/Rin
g tones
•Voice6
Rosh
an
Ku
ma
r
ENGAGE CONSUMERS WHERE THEY ARE
Learning from the Winners
7
Rosh
an
Ku
ma
r
BE A PART OF THEIR LIVES
Reach the consumer
where she gives
maximum attention
Learning from the Winners
8
Rosh
an
Ku
ma
r
FUN + SURPRISE (OR FASCINATION)= BUZZ
Learning from the Winners
Text link Ad (upto
5 mn per week)
Landing Page (with Opt-in
form)
Fans who
joined got 4
SMS
messages and
4 phone calls
(in voice
mail) from
„Kevin
Garnett‟!
9
Rosh
an
Ku
ma
r
ADVERGAMING: LET THE CONSUMER PLAY.. AND
DISCOVER…
Learning from the Winners
• A Rock climbing
Adventure game
•> 350,000 games
downloaded each
week!!! 10
Rosh
an
Ku
ma
r
THE DESIRE TO SHARE AND NETWORK:
MOBILE CAN BE THE NEXT BIG THING
Learning from the Winners
11
Rosh
an
Ku
ma
r
VOICE IS NOT YET BLEAK.Learning from the Winners
•Mobile Blogging
•Incentives to take part
•Advertisers can promote by giving away their
products as incentives or sponsoring the same. 12
Rosh
an
Ku
ma
r
THE RURAL GAME
72.2 % population (Census 2001)
Mobile Telephony (Rural) 39.46 million, June 2007 (TRAI)
21.31 % of Total Indian User Base
And growing rapidly
Airtel -IFFCO tie-up to
reach farmers directly:
Farmers receive free voice
messages twice daily on-Farming techniques; weather
forecasts; dairy farming; rural health
initiatives; fertilizer availability; loan
information and market rates.
This can be
branded
Kids in the family are often
the most educated and most
excited too.
Target them for long term
branding.
13
Rosh
an
Ku
ma
r
FUTURE: WHAT CAN WE LEVERAGE ON
14
Rosh
an
Ku
ma
r
ISSUES AND SOLUTIONS Co- creation
Applications, Application Based Portals
Opt-in Models
Cross Media Partnerships
Voice Marketing
Localization (e.g.: Store Locator)
Good landing page; good user experience
If They Use Mobile Data, They Search (courtesy: Google)
Intrusiveness
Consumer privacy and
Security
Issue with using
behaviour tracking
software, cookies etc.
Solution: Paid Surveys/
Collaboration
Small screens, limited
storage space
Information Overload
Illiteracy
Handset Compatibility
15
Rosh
an
Ku
ma
r
LEVERAGE STRENGTHS; BUILD NEW STRENGTHS
Leverage on our strength: SMS;
while continually strengthening/innovating in Mobile
Internet
Media and Ads go hand in hand. Service providers
can make money through ads, while providing
incentives to end users
Huge rural base: it’s a low value, large volume game
16
Rosh
an
Ku
ma
r
“Imagination is more important than
knowledge. For knowledge is limited to all we
now know and understand, while
imagination embraces the entire world, and
all there ever will be to know and
understand.” : Albert Einstein
Thank You!
17
Rosh
an
Ku
ma
r
top related