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Magic Voice – State of art product offering by TechZone

Deepika SolankiFT13217Deepika.solanki@greatlakes.edu.in

Gajendra SisodiaFT13125Gajendra.sisodia@greatlakes.edu.in

Overview

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Company

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• blackNgreen, is the international division of Techzone.• Provides several telecom technologies and VAS products• 700 million users globally• State-of-the-art telecom and mobile services

Company Background

Product Offerings

Magic Voice Celebrity Voice Twitter

IVR Product Network Related Products

Vision - To empower all major telecom operators across the globe by end of 2014.

Mission - Innovate continuously and create new telecom and mobile services for carriers which ultimately results in customer delight.

Latest Offerings

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• Most advanced patented voice changing product. User can change their original voice into multiple other voices while talking on the phone

• High end technology developed over the past 3 years ensures seamless change of voice, over a call

• Currently, offers nine different type of voices

Product Features

Magic Voice

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Age 4-25 Age 25-38 Age 38+

55%28% 17%

Age Group

High Medium Low

20%52%

28%

Based on ARPU

User Base

Current User Base

Male Female

62%38%

Based on Gender

Key Points• Ease of use

• Attracting consumers outside the target age group i.e. 38+• 30% of users have no education

• 72% of Magic Voice App users are the ones with high end while 28% are the low ARPU

• Children are one of the biggest users of the services.• Increasing demand coming from the big MNC’s/Enterprises

Urban Rural Semi Urban

44%20%

36%

Based on Geography

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SUCCESSSTORY

4 Million calls are clocked in first week of launch.

Amazing Response - Adopted by 6% of entire subscriber base within 3 months

Promotions Response

Done via SMS 15% response rate

Viral Marketing Promotion was targeted to only 1% of the subscriber base . However, spread to 6%

OBD Call 18% response rate

Segmentation

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Need for Segmentation

• We assume that the 4-25 yrs. age group should be further divided into 3 segments

1. 4-10 yrs.

2. 11-20 yrs.

3. 21-25 yrs.

• This is keeping in mind that each of these above segment has different

needs/requirements from such a product

• We have also identified, Rural Markets and enterprises as potential targets

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Segments Profile Current offerings

4- 10 yrs.Small Children, biggest users of the Toys industry, Can compel their parents to buy such novel products

Parrot Feature; Possible attractants - Kid, Cartoon, King, Gangster and Monster

11- 20 yrs. Teenagers, Friendships are very important, Hang out with friends, play pranks, etc.

Possible attractants - Female, Arnold, and Gangster; Reconnect

21- 25 yrs.Youths, Early adopters for new technologies/gadgets, high mobile and internet usage

Possible attractants - Female, Arnold,

25- 38 yrs. Salaried, young parents, willingness to spend money Possible attractants - Boss

38 + yrs. Matured individuals, make intelligent purchases Possible attractants – All

Age Based Segmentation

Potential Segments

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Profile Share

Youth – Rural and Semi

Urban

Enterprise based

Segment

Segments Profile Current offerings

Entertainment proposition of MagicVoice fits in perfectly in this segment.

•Telemarketing firms – Small and medium scale enterprises•HR departments of companies•Organizations providing education software to children

Rural Markets – Youth of rural markets are aspirers; not very tech savy but enjoy newer and modern applications; might also be illetrateSemi Urban Markets – Ready to adopt newer breakthroughs; aspirers; greatly influenced by TV/Readio

•Telemarketing firms – Small and medium scale enterprises•HR departments of companies•Organizations providing education software to children

Target and Positioning

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What the 4-10 yrs. Target segment seeks out of Magic

Voice

Seeks a novelty

Fun element to keep them occupied through the day

Way Forward

Merchandises – Exclusive soft toys of cartoon characters like Bugs bunny, tweety, etc. can be launched with Magic Voice app

How it is being currently delivered

First of its kind application where the child can record his/her voice and listen the message in different tones

What the 11-20 yrs. Target segment seeks out of Magic

Voice

Pranks

Fun ways to get in touch with friends

Way Forward

Bundling the Magic Voice Application with the celebrity voice twitter application

How it is being currently delivered

Through mobile applications

Through mobile network

Given the potential multiple usage of Magic Voice, we recommend different strategies for different targets

Specific strategies for each segment

4-10 yrs. segment

11-20 yrs. segment

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What the 25-30 yrs segment seeks out of Magic Voice

The young parents from this segment want fun filled service for their toddlers which are risk free and provide healthy entertainment. Also seek education through such products

How it is being currently delivered

Magic Parrot feature is quite popular among the ladies.

Specific strategies for each segment

25-30 yrs Segment

Way Forward

There is a market of 5.3 million MagicVoice apps in India when it is involved as for providing better education to children.

A parent teaching his child alphabets while using different voices will entertain as well as educate his child.

Simple concepts and languages can also be taught using interesting voices from the bouquet of options available.

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What the Enterprise segment seeks out of Magic Voice

Seeks to make their organization cost effective. (Telemarketing)

Make their employees open up in presenting their views

Play Schools can very well adopt use this feature as for teaching below 10 yrs children.

Way Forward

Make BPO’s/Sales use Magic Voice to enhance voice quality of ordinary talent pool.

Can be used by HR functions of company enabling their employees to express views in the more effective autonomous manner.

Play Schools can make their teaching methodology innovative through narration and other story telling with MagicVoice.

How it is being currently delivered

Through Magic Feedback employees can confidentially make their points to the upper management.

Specific strategies for each segment

Enterprise segment

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What the Rural Target segment seeks out of Magic Voice

Seeks to use mode of entertainment that is not dependent on power supply and is available readily.

Rural crowd is always excited to experience new technology breakthroughs but which are simple to use and are affordable.

Way Forward

Celebrity twitter application can be bundled with MagicVoice app especially in rural areas. E.g. Giving 1 min of Celebrity twitter app with 10 min of magic Voice can be a good idea.

Internet is not widely available at rural areas. Hence, product can be launched across

Seeing the current response voices of Regional Celebrities will be an instant hit. For this we have to start the ground work immediately.

How it is being currently delivered

MagicVoice is affordable(Re 1 per min) and requires a simple handset to work upon.

It can function without an app also.

Specific strategies for each segment

Rural market Segment

Marketing Campaign

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Integrated Marketing Campaign

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Magic Voice being in the early stages of the product life cycle needs to focus on building “Awareness” amongst its various segments. We recommend an Integrated Marketing Communication campaign using various media for Magic Voice

IMC

TV Commercials/Radio• Showing the multiple usage of Magic

Voice rather than specifically focussing on a single segment

Social Media• Facebook Fan Page and Twitter Handle• People can share their conversations

on the page• Facebook application with limited

access for voice conversion to generate interest

Messages/Calls• Should continue with the Bulk

SMS/OBD calls• However, given the government

regulations this could be moved to other media

Outdoor Promotions• Banners/Posters to feature in the

mobile stores• Kiosks in malls/mobile

stores/corporate buildings, etc.

Online Advertising• Advertise about the app on

blogs/forums, etc.• Start Mobile Voice Blog featuring

FAQs

Events• Sponsor youth and children events

Below the Line Promotion Campaigns Suggested

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Corporate Tie-ups

• Collaborating with specific play school chains, where it can be introduced to parents as well as adopted by the schools

•Providing specific options/demos to employees to use Magic Voice

Events• Sponsorship of

enterprise events

• Partner with some rural activity of empowerment where in Magic Voice can be shown

Radio

• On local FM channels, RJs should be encouraged to use MagicVoice and make prank calls to the target segment using this feature

Outdoor Activities

• Activities in malls showcasing feature of Magic Voice

•Kiosks , etc. can be put up in villages fete to demonstrate Magic Voice.

• Fliers to be distributed outside the playschools/corporate houses, etc.

Online Activities

•Social Media Presence

•Ads/Promotions on mobile application blogs and other websites frequented by the target segment

Call backs

Build Awareness

Taglines!!

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A few taglines that can be adopted by Magic Voice going forward!!!

Let your VOICE do wonders

Sound the way you like

Create Magic with Voices

MagicVoice – Our Innovation, your Delight

TV Commercials

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Analysis of the current Ads

• The current TV commercial of Magic Voice (Bengali Ad) features several youngsters

being grounded by the adults on excessive uses of Mobile phones, etc.

• The ad later shows youngsters using phone services to gather people for a tragedy

and finally being praised by the adults

Suggestions for future Ads

• Awareness Building Phase : In the initial phase, ads should focus on communicating

about the various usage amongst the different segments. Several short ads could also

be shown on national/regional TV depending upon the message

• The revolutionary impact on educational methodology possible with MagicVoice

should be conveyed appropriately through advertisement campaigns.

• Later Stage : Brand building ads could be launched that effectively portray the spirit

of youth with use of Magic Voice.

Strategic Tie Ups

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Tie ups will help Magic Voice to penetrate its identified target segments

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Strategic Tie Ups

Playschools Usage of Magic Voice as a medium for education and story telling Can work as an USP for the preschool

Education System Nation wide usage of Magic Voice can communicated for education systems Such interactive applications can then be adopted by these systems

Call centre’s Provide Magic Voice to make human resource sound better and according to the specific needs of the customer

HR DepartmentsHR departments of organizations can adopt this Magic Voice for feedbacks

Toy Makers Make unique toys with

Magic Voice technology

Recommendations

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Recommendations Children and rural market will be the major revenue drivers for Magic Voice. There

is a potential market of 5.3 million Magic Voice Apps download among 4-10 yrs. age group. These estimate are based on the provisional population totals from Census 2011.

Marketing Campaign should focus on creating awareness through an integrated campaign employing Online, TV commercials, Outdoors, social media, Radio, Bulk SMS’s.

In the next phase it can build effective TV Commercials to build the brand

Proper tie-up with BPO/Play School/ Toys Makers/Corporations, etc. should be made.

In the next 2 years, Magic Voice should be able to create a launch pad for its upcoming revolutionary features - Celebrity voice and language translation

Thank You!!!

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