Mobile-leveraging The New New Media

Mobile Leveraging the new New Media Roshan Kumar

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REACH

Mobile Subscriber Base (in Millions)

Penetration of GPRS enabled handsets : 26 % (65 million)

400

GPRS Users : 15%

Roshan Kumar

500

GPRS activated: 20-25 % of that (15 million approx.)

600

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

2 TRAI Reports

MOBILE: A REALITY IN INDIA Kolkata

New Delhi

47.02 %

90 %

Mobile Density

Mobile Density

Roshan Kumar

Chennai )

Mumbai

88.8 %

69.61 %

Mobile Density

Mobile Density Source: Broadband and Internet India, 2007

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WHAT DO PEOPLE DO ON THEIR CELL PHONES 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

Text

(and of course )Talk

Revenue Drivers SMS (A2P & P2A) SMS (P2P)

Voice, data, games, e-mail and others 10%

Roshan Kumar

CRBT/Ringtone

Top 10 mobile sites in India (Sep‟ 2008)

15%

35% 40%

Source: IMRB (2007)

8% is revenue from GPRS IAMAI MVAS Report

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

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MOBILE MARKETING: POTENTIAL AND CLIENTELE 

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Why this interest? 

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Roshan Kumar

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. 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)

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IT’S DIFFERENT. IT COMES OUT IN DIFFERENT WAYS

•SMS

 One

•Mobile Web

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

 Much  Only

more localized

channel of information and entertainment for millions

Roshan Kumar

 It’s

•Video •Games •CRBT/Rin g tones 6

•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

Text link Ad (upto 5 mn per week)

Landing Page (with Opt-in form)

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Fans who joined got 4 SMS messages and 4 phone calls (in voice mail) from „Kevin Garnett‟! 9

Learning from the Winners

ADVERGAMING: LET THE CONSUMER PLAY.. AND DISCOVER…

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• A Rock climbing Adventure game

•> 350,000 games downloaded each week!!! 10

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.

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•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

Target them for long term branding.

Airtel -IFFCO tie-up to reach farmers directly:

Roshan Kumar

Kids in the family are often the most educated and most excited too.

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

Roshan Kumar

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ISSUES AND SOLUTIONS

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Intrusiveness

Solution: Paid Surveys/ Collaboration Small screens, limited storage space

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Opt-in Models

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Cross Media Partnerships

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Voice Marketing

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Information Overload 

Illiteracy Handset Compatibility

Applications, Application Based Portals

Roshan Kumar

Consumer privacy and Security Issue with using behaviour tracking software, cookies etc.

Co- creation

Localization (e.g.: Store Locator)

Good landing page; good user experience If They Use Mobile Data, They Search (courtesy: Google)

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

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Media and Ads go hand in hand. Service providers can make money through ads, while providing incentives to end users

Roshan Kumar

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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 17

Thank You!