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Directi Case Study Contest 2010- MDI Gurgaon Exter boy
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Directi Case Study Contest 2010- MDI Gurgaon Exter boy

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Directi Case Study Contest 2010 submission by Team Exter boys from MDI Gurgaon

Directi Case Study Contest 2010 submission by Team Exter boys from MDI Gurgaon

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  • directi and competitions ? I dont think the bosses sitting in mumbai , care about announcing prize winners and then awarding prizes

    reference : Finals 09 , Campus presentations , Across IIM's
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  • 1. LBS + Game Dynamics = Web 3.0! Team Name : Exter Boys Team Members: Amritanshu Pandey Nikhil Taneja Gaurav Budhrani 1
  • 2. Mobile Phone is becoming the greatest social leveller 2 To tap into the vast market of Mobile users by offering Addictive, Fun and Useful Location Based Services
  • 3. Agenda 3 LBS Industry Product Overview Marketing Monetization Overview Game Dynamics Product Overview Product Specifications by Game Dynamics Integrated Marketing Campaign Marketing Initiatives Viral Marketing Strategy
  • 4. LBS Industry Overview 4
  • 5. LBS is one of the hottest new technologies and one that excites marketers the most • India has more than 600 million mobile users out of which 100 million are already net-connected through GSM or CDMA • LBS accounts for less than 1% of the total $2 Billion VAS market • The services that are provided ,as of now, cater to the upper end of the pyramid. • Airtel recently launched Airtel Buddy Finder Service, a handset agnostic LBS offering. Market overview 5 Current Players in the Market Source: Research on India: Used Car market – India (April 2010)  Onze Technologies  MapMyIndia  Interchain Solutions  NAVTEQ  SatNav Technologies  Yulop
  • 6. Game Dynamics 6
  • 7. Game layer on top of Social Layer – Significance of Game Dynamics 7
  • 8. 8 Game Dynamics – Panacea for operators of virtual world Social Layer The social layer is about building connections. The construction is complete Game Layer The game layer is all about influencing behavior. Construction has just begun Appointment Dynamic Progression Dynamic Communal Discovery Dynamic Influence & Status Dynamic Quest Dynamic Elastic Velvet Rope Dynamic
  • 9. Product Overview 9
  • 10. Concept (1/3) 10 Product Overview Exter – “Get Addicted to the outdoors!!” • A platform for location based social networking • UI present on smartphones, Facebook and a dedicated website. • Works with Packet Data, SMS & E-mails • Based on the principals of Game Dynamics • Users share their location with friends by “Checking in” • Syncs data with Facebook, Twitter etc. • Uses techniques like Geo-Tagging, Geo- Networking and Geo-Targeting
  • 11. Concept (2/3) 11 • Users share their location with friends by “checking in” via a smartphone or SMS • Points are awarded for checking in at various venues • All updated can be linked with Facebook and Twitter • Users can tag images based on the location • Search Index to be prepared which will show images on the smartphones • Users earn points by checking in at various venues, new connections, sharing reviews etc. • Brand specific challenge will be different from the overall points system. • Points will be used to unlock levels and redeem goodies Check In Geo-Tagging Points System • Various brands can be promoted through the use of points/levels and rewards • e.g. If you have checked in 100 times at Pizza Hut, you will unlock the discounts and receive a badge • The search will be based on the current location of the user • For smartphones, users can download the geo-tagged images as well • Various partner brands will be promoted through this • Since privacy is a major challenge in LBS networking, the application will focus only on the micro communities • This will also help in exploring uses of “Communal Discovery Dynamic” Brand Specific Challenges Information Search Micro Communities
  • 12. Concept (3/3) 12 The user interface for the application would be similar to Gowalla. The UI would be present for various smarthphones /multimedia phones(iPhone, Blackberry, Symbian, Java based etc.), dedicated website and also integrated with Facebook.
  • 13. Product Specifications (According to Game Dynamics) 13
  • 14. Progression Dynamic 14 A dynamic in which success is granularity displayed and measured through the process of completing itemized tasks. Popular examples – Linkedin, World of Warcraft DonBhaubaliBhai Munna Mobile Pappu Pager • These are the titles which will be given to the users on the basis of the overall points. • If 2 users are checked in at the same location, one user can challenge the other user • The winner will be decided based on the title. E.g. Bhaubali will beat Munna Mobile • The winner will receive extra points and points will be deducted from the losers overall points • This will provide incentives for users to progress to the “Don” title This could be different for different cities and sexes Progression in Exter
  • 15. Influence and Status Dynamic 15 The ability of one player to modify the behavior of another’s action through social pressure Popular examples – Platinum Credit Card, Modern Warfare (One of the most popular games) • Badges and rewards will be used extensively to advertise for various partners • In the above example, micro communities living in Punjabi dominated areas could be given such challenges • Brand loyalty will be promoted and new customers will be introduced to the chains • This will also lead highly targeted marketing campaigns which are much effective than bulk SMS and cold calling • This will be a major source of revenue for the company Influence and Status in Exter If you check in to “Punjabi by Nature” more than 30 times you will earn the badge of “Pure Punjabi”. This is extremely effective in micro communities which are status conscious.
  • 16. Appointment Dynamic 16 A dynamic in which to succeed, one must return at a predefined time to take a predetermined action Popular examples – Farmville, Happy Hours • Appointment Dynamic has influenced users in a big way. An example in the virtual world is Farmville where in millions of users return at predefined times to till their virtual crops. • This could be dynamic in nature as well where in partner companies can ask Directi to launch an appointment dynamic during times when they are witnessing low customer turnover Appointment Dynamic in Exter If you check in at various partner stores between 3 PM to 6 PM you will get “10% off”. This is a way to promote businesses which see a low customer turnover at some times of the business hours.
  • 17. Community Discovery Dynamic 17 A dynamic wherein an entire community is rallied to work together to solve a challenge. It leverages the network of society to solve various problems. Popular examples – Digg, McDonalds Monopoly, Darpa Balloon Challenge • This will not only increase the enthusiasm within the micro communities but also give users an incentive to increase the community base. • For brands like “Virgin Mobile” who have focused tremendously on concepts like “Friends” this could be a platform for them to launch their various products • Restaurant, Bars etc. can give special discounts if X members of the community visit the joint. • The concept of “Friends Locator” which has launched by Airtel can be further extrapolated by using community discovery dynamic in Exter Community Discovery Dynamic in Exter The micro community which earn the maximum number of points in a month will get special benefits like “free CUG for 1 month” or “Photo shoot sessions” etc. along with their name displayed on the leader board. This is a way to promote businesses which see a low customer turnover at some times of the business hours.
  • 18. Quest Dynamic 18 Quest dynamic is an established gameplay mechanic that is broadly applicable. They work because they give people something to do whey they first show up (and thereafter) This “Goal Interface” design is more important than UI design because it provides a framework of “what to do” that distinguishes games. • ‘N’ Users which complete ‘X’ number of challenges first will be awarded the “Achievement” badge. • These could be based on social/environmental issues such as “First User who check in to eco friendly places gets an ECO Conscious Badge” • Companies which Promote such issues could be major partners in promoting the Quest Dynamic Quest Dynamic in Exter
  • 19. Elastic Velvet Rope Dynamic 19 Elastic velvet rope dynamic entices users to become paid members once they have amassed large number of points. Popular Example: Club Penguin • Online ‘Platinum Store’ store wherein only paid member can redeem points for various schemes and promotions • The membership charges would be on a monthly basis and nominal (around Rs. 100) • Promotions which are extremely lucrative will be put up in the platinum store Elastic Velvet Rope Dynamic in Exter
  • 20. Other Possibilities 20 Replicating the Web Experience You walk into a shop anywhere in the world and you like what you see. Then you would check-in and the app would prompt you with the question: Would you like to receive email updates from X shop? This is a magnificent way to increase a business’ email database offline! Adding Pictures to Check Ins Adding Pictures increase the emotions attached to the application. An individual can add his facial expression once he checks in to a place to indicate the level of his pleasure. Checkout There’s also value for checking out in specific locations/activities/events. The obvious advantage is that the application could give you the option to complete a very quick, multiple-choice, survey (The company could give away cool incentives in exchange). Also, the organiser could clearly measure the length of time that a person spent at that event/activity, like a website!
  • 21. Target Segment 21
  • 22. Target Segment for Exter 22 • More than 33 million internet users in India visited social networking sites in July 2010, that is 84% of the total internet audience in India. • India now ranks as the seventh largest market worldwide for social networking,. • The total Indian social networking audience grew 43 percent in the past year, more than three times the rate of growth of the total internet audience in India. Current Scenario 22Source: www.allfacebook,com
  • 23. Target Segment for Exter 2323 The target segment for Exter are the people on the social networking website These people are majorly concentrated in big cities This segment believes in sharing, collaborating and having fun on the social networks Since we want to build a game layer on top of the social network, we want to leverage on these connections and target this segment Smartphone users in India account for 4.6% of the total number of mobile phone subscribers ( around 600 million) Thus there are 27.6 million smartphone users in India, with the number expected to increase manifold The large number of smartphone users are expected to use Exter
  • 24. Perceptual Map 2424 EasyComplex Online Social Networking Location Based Social Networking
  • 25. Marketing Plan 25
  • 26. Brand Building Hybrid Model Online Offline Facebook Twitter SEO Youtube Indian Sites Apps SItes Brand Tieups MNOs Corporate Outlets Phone seller Phone OEMs ATL TV Campaign Radio Print Media Social Media BTL Toll receipts Stickers on outlets Phone dealers Leaflets Local News papers Check-ins CRM Utilizing both online and offline marketing
  • 27. Online Advertising 27
  • 28. This is the age of social networking
  • 29. 29 Online Marketing Facebook & Twitter • Integration with Twitter and Facebook is very important as a large number of these users are expected to use location based services • Import Contacts from FB, Twitter, Gmail, Orkut etc. • Updates on Facebook and Twitter about recent places visited Search Engine Salience • Search engine results need to be improved by Search Engine Optimisation • Words and phrases such as ‘mobile social networking’ ‘social networking’ ‘mobile social apps’ etc should be bid for sponsored links as well Online Advertising and Blogging • Advertisements on most visited Indian sites such as rediff, indiatimes etc. • Getting top bloggers to use Exter and write about it • Getting Exter featured on App sites such as Nokia Ovi store/Google Store etc as the top rated product for free download Youtube • Youtube viral videos should be posted explaining the service and its benefits •These Youtube video links should be provided on the Facebook and Twitter pages of the product Social Media has emerged as the most important medium of advertising for location based services
  • 30. Exter could target customers on different social networking sites depending on the location 3030
  • 31. Offline Advertising 31
  • 32. Offline Advertisements and Partnerships are essential in India 32 Partnerships & Advertisements Advertisements  Stickers outside those restaurants/bars/shops that give discounts/promotions to Exter users  National TV campaign on the lines of Ibibo/bigadda etc Print & Radio  Advertisements given on receipts given at Delhi-Gurgaon toll plaza  Ads on airline tickets/metro cards 30 second ads on radio stations MNOs Tie ups with Mobile Network Operators to ensure easy check-ins via SMS SMS promotion about Exter; free download available at MNO WAP sites Free CUG service to top winning teams for a period of 1 month Corporate  Companies can provide its employees smart phones with Exter installed Phone OEMs  Directi should tie up with phone OEMs so that Exter is preinstalled in the smart phones Phone Dealers  A lot of customers get software installed from phone sellers. Tying up with them would ensure that the phone is sold with Exter installed.
  • 33. Parameters to be gauged for implementation Facebook Page, FB and Twitter Integration, Youtube videos, Tie ups with Phone OEMs and Dealers Search Engine Optimisation needs to be undertaken. Blogs to highlight the benefits TV Campaigns and stickers outside outlets, Tie ups with MNOs, App Download Sites Promotions through corporates, SMS, Radio and on metro cards/ toll receipts Opportunity Details Perceived Impact Time Perceived Investment Perceived Priority High High Moderate Unknown Low/ Near term High/ Long term 33
  • 34. Monetization Strategy 34
  • 35. Brand Specific Challenges 35 Every partner brand (esp. Retail Chains) can develop a challenge in collaboration with Exter to promote the brand and its promise. e.g. Pizza hut can develop a challenge where in all users who have checked in to Pizza Hut more than 10 times in a month would get a 20% off from the next time. Exter would charge a fee for the same which would form the major portion of the revenue. In the above examle, Exter could charge a fee of 10 lacs per year for promoting Pizza Hut or charge on transaction basis. The fee would depend on the scale of marketing promotion.
  • 36. Sponsored Search 36 • The concept of sponsored search is more effective in Location based searches than anywhere else • Users who search for content related to a particular location will be provided with the sponsored ads first. • The charges for sponsored ads will depend upon the queries in the particular area and would range from anywhere between Rs. 5000/year to Rs. 1,00,000/year
  • 37. Platinum Membership + Miscellaneous 37 • Exter would give option to the users to upgrade to platinum membership on a monthly basis. The charge for the same would be Rs. 100 a month. •This will be successful because of the presence of lucrative offers/rewards for the platinum members as discussed in Velvet Elastic Rope Game Dynamic. Miscellaneous Exter could sell data pertaining to customer’s preferences which is highly sought after by the market research companies
  • 38. Revenue and Expenses 38 (All figures in Lacs of INR) 2011 2012 2013 2014 2015 Revenue Sources 1. Brand Tie-ups 100 300 500 1000 1400 2. Sponsored Search 10 50 100 150 300 3. Platinum Members 2 5 12 20 50 4. Miscellaneous 0 5 15 40 100 Total Revenue 112 360 627 1210 1850 Marketing Expenses 100 300 100 200 200 Website Development 20 0 0 0 0 Application Development 50 20 20 20 20 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2011 2012 2013 2014 2015 Revenue (in lacs of INR) Total Revenue 100 300 100 200 200 Marketing Expenses (in lacs on INR) 2011 2012 2013 2014 2015
  • 39. Thank You 39