Mobile

Leveraging the new New Media
Roshan Kumar

1

REACH
Penetration of GPRS enabled handsets : 26 % (65 million) GPRS activated: 20-25 % of that (15 million approx.)
Roshan Kumar

Mobile Subscriber Base (in Millions)
600

500

400

GPRS Users : 15%
IAMAI MVAS Report; Aug 2008

300

200

100

0 Mar '04 Mar '05 Mar '06 Mar '07 Mar '08 Jun '08 Nov '08 E 2010

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TRAI Reports

MOBILE: A REALITY IN INDIA
New Delhi Kolkata

90 %

Mobile Density

Mobile Density

47.02 %

Roshan Kumar

Mumbai

Chennai )
Mobile Density

69.61 %

88.8 %

Mobile Density Source: Broadband and Internet India, 2007

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WHAT DO PEOPLE DO ON THEIR CELL PHONES
Revenue Drivers
SMS (A2P & P2A)
SMS (P2P) CRBT/Ringtone Voice, data, games, e-mail and others 10% 35% 40% 15%
Text (and of course )Talk Play games Download Ringtones Read News headlines Surf the Web

Access information from Banks, Airlines and Railways

Check Examination Results

Participate in contests

Listen to FM radio

Roshan Kumar

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

Source: IMRB (2007)

8% is revenue from GPRS
IAMAI MVAS Report

4

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.

Roshan Kumar

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

IT’S DIFFERENT. IT COMES OUT IN DIFFERENT WAYS
 It’s

right next to my undies: It’s that personal! window (mobile screen) only, unlike traditional internet, with complete focus more localized

•SMS

 One

•Mobile Web •Video
•Games •CRBT/Rin g tones
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Roshan Kumar

 Much  Only

channel of information and entertainment for millions

•Voice

Learning from the Winners

ENGAGE CONSUMERS WHERE THEY ARE

Roshan Kumar

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Learning from the Winners

BE A PART OF THEIR LIVES

Roshan Kumar

Reach the consumer where she gives maximum attention

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Learning from the Winners

FUN + SURPRISE (OR FASCINATION)= BUZZ

Fans who joined got 4 SMS messages and 4 phone calls (in voice mail) from „Kevin Garnett‟!
Text link Ad (upto 5 mn per week) Landing Page (with Opt-in form)
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Roshan Kumar

Learning from the Winners

ADVERGAMING: LET THE CONSUMER PLAY.. AND DISCOVER…

• A Rock climbing Adventure game

•> 350,000 games downloaded each week!!!
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Roshan Kumar

Learning from the Winners
THE DESIRE TO SHARE AND NETWORK: MOBILE CAN BE THE NEXT BIG THING
Roshan Kumar

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Learning from the Winners

VOICE IS NOT YET BLEAK.

Roshan Kumar

•Mobile Blogging •Incentives to take part •Advertisers can promote by giving away their products as incentives or sponsoring the same.

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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
Roshan Kumar

Kids in the family are often the most educated and most excited too. Target them for long term branding.

Airtel -IFFCO tie-up to reach farmers directly:
Farmers receive free voice messages twice daily onFarming techniques; weather forecasts; dairy farming; rural health initiatives; fertilizer availability; loan information and market rates.

This can be branded

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FUTURE: WHAT CAN WE LEVERAGE ON

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Roshan Kumar

ISSUES AND SOLUTIONS
Intrusiveness

Co- creation
Applications, Application Based Portals

Consumer privacy and Security Issue with using behaviour tracking software, cookies etc.
Solution: Paid Surveys/ Collaboration Small screens, limited storage space Information Overload

Opt-in Models
Roshan Kumar

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)

Illiteracy Handset Compatibility

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LEVERAGE STRENGTHS; BUILD NEW STRENGTHS
Leverage on our strength: SMS;  while continually strengthening/innovating in Mobile Internet

Roshan Kumar

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

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Roshan Kumar

“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
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Thank You!

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