Mobile

Leveraging the new New Media

Roshan Kumar
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REACH

Penetration of GPRS
enabled handsets : 26 %
Mobile Subscriber Base (in (65 million)
Millions)
600 GPRS activated: 20-25
% of that (15 million

Roshan Kumar
500 approx.)

400 GPRS Users : 15%

300 IAMAI MVAS Report; Aug 2008

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 % 47.02 %
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

Download Read News

Play games Surf the Web
Revenue Drivers Ringtones headlines

SMS (A2P & P2A) Access

Check
information from Participate in Listen to FM
Examination
SMS (P2P) Banks, Airlines
and Railways
Results
contests radio

CRBT/Ringtone

Roshan Kumar
(and of course
Voice, data, games, e-mail and others Text
)Talk

10% Top 10 mobile sites in India

15% (Sep‟ 2008)

35% 1.google.com
2.orkut.com
40% 3.gmail.com
4.yahoo.com
5.gamejump.com
6.rediff.com
7.wikipedia.org
Source: IMRB (2007) 8.my.opera.com
9.youtube.com
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8% is revenue from 10.songs.pk
GPRS Source: www.opera.com
IAMAI MVAS Report
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 5

Source: Research by Mobile Marketing Association and Synovate (2007)

IT’S DIFFERENT. IT COMES OUT IN DIFFERENT WAYS

 It’s right next to my undies: •SMS

It’s that personal!
•Mobile
 One window (mobile screen) Web

Roshan Kumar
only, unlike traditional
internet, with complete focus •Video

 Much more localized •Games

 Only channel of information •CRBT/Rin

and entertainment for g tones
millions 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

Fans who

Roshan Kumar
joined got 4
SMS
messages and
4 phone calls
(in voice
mail) from
„Kevin
Garnett‟!
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Text link Ad (upto Landing Page (with Opt-in
5 mn per week) form)
 Learning from the Winners
ADVERGAMING: LET THE CONSUMER PLAY.. AND
DISCOVER…

• A Rock climbing

Roshan Kumar
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.

Roshan Kumar
•Mobile Blogging

•Incentives to take part

•Advertisers can promote by giving away their

products as incentives or sponsoring the same. 12
 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 Airtel -IFFCO tie-up to
reach farmers directly:
the most educated and most
excited too. Farmers receive free voice
messages twice daily on-
Farming techniques; weather
Target them for long term forecasts; dairy farming; rural health
initiatives; fertilizer availability; loan
branding. information and market rates.

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This can be
branded
FUTURE: WHAT CAN WE LEVERAGE ON

Roshan Kumar
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ISSUES AND SOLUTIONS
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
 Co- creation
 Applications, Application
Based Portals
 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:
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Google)
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!