NTADBM Group 9 Shopmates

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New Technology Applications

Design & Business Models(NTADBM)

IIM NID joint courseJuly to September 2011

Chetan PatilSiddartha Prasad

Aanchal SoodManasi Agarwal

Group 9


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CONTENTS

1. Objective Of The Report ....3

2. Research

2.1. Overview Of The Mobile Industry...4

2.2 .Trends In Mobile Industry.....8

3. Application

3.1. Introduction To Shopmates10

3.2 Detailed Working11

3.3 User Interface Design....12

4. Business Model4.1 Components..14

4.2 Arena..17

4.3 Ecosystem Needed For The Application.................18

4.4 Complimentary Assets19

4.5 Value Proposition and Differentiators.20

4.6 Marketing Plan And Financials.22

4.7 Business Risk And Future Improvement24


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OBJECTIVE OF THE REPORT

The report aims to provide the Business Model for our applicationShopMatess. A brief overview of the industry is provided first which will

help in understanding the current ecosystem in which we propose to

launch the application. After this we provide the various aspects of our

business model (Marketing Plan, Financial forecasts, Competitive

analysis, Value proposition)

OBJECTIVE OF THE REPORT


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Research: OVERVIEW OF MOBILE INDUSTRY

Hardware providers:

These are the players which provide the handset and all the hardware (chips, handsets,

battery, chargers). E.g. of such player are Samsung, Apple, LG. A mobile phone can be

categorised into following category

Basic Mobile Phone: These phones provide the basic features of calling, messaging,

radio application. Installation and configuring of new software is not feasible. These

are apt for basic needs. E.g. Nokia 1100

Smartphones: These phones are for those who want a single gadget to be fully

loaded so that it can serve any and every purpose - from communication to

computing and from entertainment to productivity. E.g. iPhone, Nokia E-series

PDA Phones: Personal Data Assistant phones are the favourite companion of

business executives. Running on operating systems like MS Mobile Pocket PC and

Palm OS these are offered by HP, PalmOne and the likes. In fact the mobile phone

market has become so demanding, dynamic and competitive that the line that

divides smartphones from PDA phones is fast fading.http://www.tolmol.com/bp/mobile-phones/types-of-mobile-phones.htm

Software providers:

These players provide the application, operating system and such other software (games,

utilities, browsers) which makes the handset interact with the user.

Mobile industry primarily consists of two types of players:

The structure of the industry is such that lot of

Hardware providers are also software providers.

Essentially if we study the suppliers of industry

heavy weights like Apple we see that there are

similar suppliers for multiple handset makers. For

e.g. Samsung is a major player in the handset

industry and is a supplier of Apple also. Moreover

bulk of the manufacturing happens in locations

like China and Taiwan primarily because of their

cost advantage and their expertise with hardware

development which leads to shorter developmentcycle.

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As a result of the above industry structure we find that the difference

between the hardware capabilities of the handset provided by various

companies is not significantly different (looking at the mobile phone in same

price category). Hence to create a significant differentiator and retain

customers we see that companies along with hardware are also

concentrating on software development to sell their mobile phone. Moreoverthis trend has catapulted the development of an entire ecosystem of

developers and partners, which has directly impacted the convenience and

benefits that a mobile user can get. The trend has been so impact full that

economist view the development of mobile industry as one of the crucial

indicators to economic development.

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OVERVIEW OF MOBILE INDUSTRY


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Components Remarks Bargaining Power

Supplier

The supplier network consists of both small

players and large players. There are

suppliers for operating system e.g. Google

for Android, Nokia for Symbian. Few

suppliers have their product as opensource

where people can make enhancements e.g.

Android.

Bargaining power is

moderate.

Due to the presence of

multiple players the suppliers

need to keep in mind the

needs of the application

development industry if it

wants the suppliers platform

is adopted. Once the platform

is adopted the power shifts

more.

Substitutes

There is no major threat of substitute to

mobile applications. The closest is a software

application on the web. This in a waycompliments the mobile application.

Bargaining power is low.

Buyers

Buyers range from large customers

(business) to individual customers. Initially

the requirement of the two groups were

viewed differently. The earlier group was

seen to have requirements around the office

assistant and managing their connectivity

with the office. The later was seen as having

the needs around gaming and entertaining.

However as of late the needs of both thegroup are seen to merge.

Buyer power is high. The high

amount of alternatives

available to customers

ensures that companies have

to constantly innovate to

retain customers.

Potential

Entrant

The barriers to the entry are very low in this

industry. in terms of capital requirement,

regulatory framework, technology,

infrastructure needs and human resources

the availability is easy and hassle free


Industry

competition

Because of the above argument the industry

is very competitive


Since this report is focussed on providing a business model for software application we

would analyse various components of the mobile application development industry.

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COMPONENTS OF MOBILE APPLICATION DEVELOPMENT INDUSTRY


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Overview of Mobile Industry


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There are 5.3 billion mobile subscribers (that's 77 percent

of the world population). Growth is led by China and India.

Mobile devices sales rose in 2010, with smartphones showing strongestgrowth. Feature phones sales (let alone ownership) still outnumber

smartphones 4:1. If your mobile strategy doesnt include feature phones,

it doesnt include most of your customers.

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

Android is expected to become the

top OS for new smartphones in 2011.

Half a billion people accessed

mobile Internet worldwide in

2009. Usage is expected to double

within five years as mobile

overtakes the PC as the mostpopular way to get on the Web.

Web-enabled handsets - by 2011, over 85 percent of new handsets will be able to access

the mobile Web. In US and W. Europe, it is already surpassed that. Lots of new handsets

support 3G (fast Internet).

Mobile ad spend worldwide is predicted

to be US$3.3 billion in 2011 sky

rocketing to $20.6 billion in 2015,

driven by search ads and local ads. In

the US over half of U.S. mobile ad

spending is local.

71 percent of smartphone users that see

TV, press or online ad, do a mobile search.

Over 300,000 mobile apps have been developed in three years. Apps have beendownloaded 10.9 billion times. But demand for download mobile apps is

expected to peak in 2013

Paying by mobile i.e. m-payments will

be worth US$240 billion in 2011 and

could be over US$1 trillion by 2015.

Research: TRENDS IN THE INDUSTRY


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TAKE AWAY FROM THE ABOVE INDUSTRY TREND

The above statistics reemphasizes the growing importance of smartphone asa media.

The trend predicts the potential dominance of android as the platform of

choice for application development.

Consumers are growing more comfortable with making financial transaction

on the mobile phone.

Consumers are increasingly looking to applications for their convenience

and saving time.

There is a growing potential to earn revenues by way of application

download fees, getting a share in advertising spend by corporate by a

company which comes in mobile application development space.

The above positive trend spreads throughout the world and is not

concentrated in any pocket.


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INTRODUCING

In the reported environment where people are willing to try out new

applications and would stick with the application if they find significant

benefit we propose to launch an application ShopMatess.

Shopping is a necessary exercise in our daily lives. However our dailyshopping might become a wearisome chore on some occasions.

Do you live miles away from the marketplace, stuck without a reliable

transport system?

Do you find that shopping cannot fit into your busy schedule?

Would you consider a more sustainable way to buy your everyday

goods?

ShopMatess is aimed at addressing the above problems. ShopMatess is an

easy community based smart phone application that makes daily

shopping a simple and incentivised process.


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The shopper will notify the buyers within his/her group through the app about his

shopping plan at least 30 minutes before his purchase. The shopper will also have to

enter a to/from destination and the store/area he wants to shop at for himself.

The buyers will have a list of things that need to be bought (which can be continuously

updated) , which they will upload on the application/websites live page.

According to this information in the notification, buyers will send requests to the

shopper to buy them items on their list.

The shopper can choose the people he wants to shop for, and the items within theirlist that he thinks he can manage to transport/buy with ease. This information will

reach the buyers instantaneously.

Money transfer is done physically before the shopping and bill transfer and exchangetransfer also done physically.

Post buy the each shopper and buyer would need to update the amount of hislast transaction. This step would again be mandatory. If the price does not remainwithin correct band then trust parameter would be decreased.

A rating system for each of the people in the group will ensure honesty in transactions.

Buyer can add people to the network. (phone number and social networking site). This

would be in groups like google groups.

The system works on trust within small communities and groups of people; preferably

located in the same geographical location.

Update transaction amount

to ensure trust parameters

DETAILED WORKING


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FLOW CHART FOR THE APPLICATION

USER INTERFACE DESIGN:

DETAILED WORKING

The Product Logo The four main tabs

on the product

home page.

The options provided

on the groups pages

which helps a user

manage his network. A

person can be present

in multiple network.

This UI highlights the

way a user can search

for people to add to hisnetwork from existing

network (gmail,

facebook, phonebook)


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The user can also

view people who are

present on the

network.

The shopping tab

leads to page which

gives a user to act as

a shopper / place

request (offline

/online)/view history.

The shopping page

helps the shopper

specify the time,

destination and which

all networks/users he

want to intimate.

The notification tab on

the home page gives

information about

shopper/buyer activities.

If a user is going to act

as a shopper he can

accept or reject a

request from a buyer.

The list page helps a

user to place order by

specifying the item

name, quantity.

A user can also specify

when he wants to

make the payment.

The user has the option

to save the list he

created and update it

later or send it again.

USER INTERFACE


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COMPETITIVE ANALYSIS:

Competitive analysis of top 10 shopping advertisement: 10 competitors information got

from http://www.dailyfinance.com/2010/10/20/love-to-shop-10-hot-shopping-apps-for-smartphones/ :

Current Competitive landscape provides the services provided by existing smartphone

application. This understanding of the competitive landscape also gives us ideas about the

short term and long term areas to which our application can expand to.

ShopMates closet competitor currently would be Community Shopping Guide,

MobiQpons and Coupon Sherpa.

Community Shopping is just a google spread sheet with no significant features and UI

which we plan to develop.

Coupon Sherpa and MobiQpons have the disadvantage that there source of

information about the discounts come from supplier, store owner rather than from

the customers.

In our product we can get information offer which would be more relevant for the

users and more customized as friends would be providing the information.

The above competitive landscape can be broadly categorized into three areas

Applications which provide online shopping

Applications which provide product information

Applications which help in doing physical shopping

Comparison WithOther Product

(Price, Quality)

Product Review

Checking The

Availability OfThe Product At

Stores

DirectionMapping For The

Store

Helps In PhysicalShopping At The

Store

Shopsavy

Shopnearby

Redlase

Amazonsave

Benjis

Compareme

Shopsavy

SaveBenjis

SnapTell Compare

Everywhere

Buzzillions Slifter

ShopNearby

Compare

Everywhere

Holiday Gift

Guide

Point Inside

Slifter

Online Shopping Promotions Pooled Shopping

Socio-economic

Info About

Products (CarbonFootprint, Celerity)

Product

Suggestions

Shop NearbyCoupon Sherpa

Mobiqpons

Community

Shopping Guide

Goodgude Be

Nice To Business

Holiday Gift

Guide

COMPONENTS OF THE BUSINESS MODEL
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Perceptual Map: Helps In Physical Shopping Vs Product Information

Perceptual Map:

Looking at the positioning of the ShopMates with the help of perceptual Map. Two 2

dimensional perceptual maps are drawn (on the following page)

Online shopping vs Product Information

Help in Physical shopping vs Product information

Perceptual Map: Online Shopping vs Product Information


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TAKE AWAY FROM PERCEPTUAL MAP:

These maps gives us the current positioning of ShopMates and also tells

which news areas can it move to. From Perceptual Map 2 we can figure out

that if we can move to 1st quadrant in the long run by providing more

product related information then we would face less competition and

improved range of services.


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Customers

Android Smartphone Users

Busy people Students in hostels

People seeking convenience

The above customer segment is in line with the basic purpose of our application, which is

to provide convenience to people. This is the primary customer segment for us. In long run

we expect that with introduction of more features it might have a rub off effect on our

consumers.

Based on availability of internet everywhere Focus on USA, Japan, Germany, France,India, China (Developed and Developing markets), below, the two tables show the

potential segmentation of the market from ShopMates point of view.

We would target the customers which are shaded. There is a possibility that the 2

customers segment overlap.

Segment 1 of Customer

Segment 2 of Customer

ARENA


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The success of any application is not only dependent on the main product but also is

dependent on the supporting ecosystem which the application/business needs to be

successful. For our application the complimentary assets needed would be:

3rd party payment gateway: In order to enable the user to make payment for registration

and pay the download fee a payment gateway is needed. PayPal is one of the strong

contenders. Appropriate gateway selection would depend on its

Cost of application Ease of integration with our code

Security of the product

Up-gradation and customer service provided

Support on various platform

Mobile Hardware Platform: This is the platform on which ShopMates would run. The

application should support maximum number of Hardware platform in the long run. The

application needs to keep in mind the limitations of hardware whose processing power

although growing rapidly have still got certain limitation. Application constantly needs toupgrade itself to benefit from the increased hardware capabilities and opportunities

provided as a result of this.

Mobile Software platform: Current platform for development for ShopMates would be

Android. Being an open architecture this would help us in rapid development and make

use of other similar code base of other application. In long run we intend to provide our

application both on Android and iPhone.

Store Owner Network/Distribution Channel: Distribution Channel of the application

would majorly be online medium through Android application distribution network andlate iPhone application distribution network.

Server Hosting services: This service should be scalable and flexible.

After sale support: Feature upgrades and bug fixing for the application would be prompt

to meet the evolving user expectation from the application.

ECOSYSTEM NEEDED FOR THIS APPLICATION


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The above Table represents the various complimentary assets which would impact ourbusiness. The long term and short term view on the dependency is also present. Effective

and efficient interaction with these assets is important for successful business.

The business would ensure the rapid development of above ecosystem which would

ensure higher visibility for ShopMates, increased user adoption.

Vehicles:

In short we intend to grow organically. After turning cash positive we would look at alliances which would help us in

growing in shopping space. Our focus would be to build a niche for ourselves in

online and real-time shopping experience.

We would also look at alliances with development firms having expertise in other

platforms and expedite our development process.

Table: Analysis Of Complimentary Assets

ANALYSIS OF COMPLIMENTARY ASSETS


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Value Proposition:

The benefits offered to various stakeholders are mentioned below:

Stakeholders Value Proposition View

Shopper

The shopper gets and incentive and reward points

for providing the service to the user. Furthermore,

if the shopper user credit card to make the

shopping then the reward points are incentive as

well

Long Term, Short Term

Buyer

The shopping is done and delivered closer to him,

saving him a lot of time, energy and transport

money.

Get a chance to network with people.

Get information about latest offers / deals /

discounts /promotions

Long Term, Short Term

Store Owner

Can promote bulk purchases.

Cost effective way of advertisement which

focussed reach.

Have data about buying behaviour pattern of

consumer.

Long Term

Long term view primarily addresses the advantage which will come to the business once

number of subscriber reaches a sustainable level. The network effect and cross network

effect creeps in.

Differentiators:

Only application to promote pooled shopping and provide promotional scheme which

are suggested by friends (high chances of the offer being relevant).

Incentive provided for shopping for others.

Helps to grow your social network.

DIFFERENTIATORS AND VALUE PROPOSITION OF SHOPMATES


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SEQUENCE OF ACTIONS

Subsequent to the launch of ShopMates we intend to grow organically.

Building capabilities in

Application development

Marketing our application

Our main focus would be to grow the adoption rate of our application.

For developing capabilities for :

Generating advertisement revenue: We intend to do it both organically

and becoming part of partner network something like google provides.

Going ahead we intend to launch applications in same domain which makes

shopping ease. After building core competency in shopping arena we might

venture into application development areas which are close to our

competencies.

We aim to turn cash positive before taking the above steps.


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Context Rapidly growing mobile app market

High growth in Android platform user database

3.9%

22.7%

38.5%i.e. 180m

48.8%,

i.e. 310m

Android UserBase

2009 2010 2011 2015

Shopmates

User Base

~0.5% = 1.5m

~20k

Network effects necessary for diversion across other electronic gadgets

MARKETING STRATEGY:

ProductAs mentioned earlier in video

Price

Download from anywhere @ $0.99

Place

Focus on USA, Japan, Germany, France, India, China (Developed and Developing

markets)

Promotion

Initial 10000 downloads with 50% discount as promotional offers

Aggressive advertising through Facebook, Google, App Stores and other mobile

applications such as games, e-papers, RSS feeds etc

Heavy marketing expenses

MARKETING PLAN AND FINANCIALS


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FINANCIALS (Expected Cash Flows, Returns And User Base):

Assumptions:

* the growth of the user base is given the first row. This exponential growth is assumed

keeping in mind that the business would be successful and network effect would come in

picture.

** Revenue assumed is 99 cents per user.

*** Discount is as per mentioned earlier in the business model

Advertisement base grows in proportion to user base

^^ We get 10,30, 100 malls advertising rights in the subsequent years. The numbers are

again kept exponential keeping in mind the network effect has to kick in for the buisness

to be successful

Rate assumed is $100 per mall. This is kept low so that small shopp keepers can also avail

the service.

^^^ The trend in cost is taken keeping in mind financials of GroupON

http://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htm

#The trend in cost is taken keeping in mind financials of GroupON
http://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htmhttp://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htm


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BUSINESS RISKS:

There are multiple risks of the business few of them are enlisted below.

Ability to get new customers and retain existing customers. Ability to enter into contracts with the store owners.

Disruptive technology which makes android market share reduces rapidly.

Not able to maintain healthy cash flow which impacts day to day operations.

FUTURE AREA OF IMPROVEMENT:

Other platforms: This application has to be extended to other platforms like

iPhone, BlackBerry, Windows 7.

Analytics: This section could be incorporated, which analyzes the buying behaviour ofconsumers.

Search functionality: Helps to search what other people in the network are doing.

Green points: Carbon footprint calculator is another area which could be looked into.

Other channels of pooling: We can also try pooling online sale something like

GroupOn.

NTADBM Group 9 Shopmates

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