MobileLeveraging the new New Media

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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

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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

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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

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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)

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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

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ENGAGE CONSUMERS WHERE THEY ARE

Learning from the Winners

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BE A PART OF THEIR LIVES

Reach the consumer

where she gives

maximum attention

Learning from the Winners

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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‟!

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ADVERGAMING: LET THE CONSUMER PLAY.. AND

DISCOVER…

Learning from the Winners

• A Rock climbing

Adventure game

•> 350,000 games

downloaded each

week!!! 10

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THE DESIRE TO SHARE AND NETWORK:

MOBILE CAN BE THE NEXT BIG THING

Learning from the Winners

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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

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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

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.

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FUTURE: WHAT CAN WE LEVERAGE ON

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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

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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

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“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!

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