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Directi Case Study Contest 2010- NMIMS Markitechs

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Directi Case Study Contest 2010 submission by Team Markitechs from NMIMS

Directi Case Study Contest 2010 submission by Team Markitechs from NMIMS

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  • Full Name Full Name Comment goes here.
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  • Nice Idea, well drafted and planned.
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  • great job keep up the good work, wishing u success in your project.
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  • The slide are very good. Uploader should allow to download these slides.
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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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  • http://www.financialexpress.com/news/by-next-year-well-target-10-of-indias-smartphone-market/551198/http://economictimes.indiatimes.com/infotech/internet/Indian-internet-users-grow-to-71-million-IMRB/articleshow/5703745.cmsUsers who access internet via mobile phones remains a meagre 2 million due to slow download speeds
  • Correction don’t after 11 pm
  • Red Text to be formated
  • Correction @ 11
  • dont
  • Correction @ 11………………Changed Slide order
  • Correction @11

Directi Case Study Contest 2010- NMIMS Markitechs Directi Case Study Contest 2010- NMIMS Markitechs Presentation Transcript

  • Case–Study Competition
    Presented by
    Team Members:
    AnkitDudhwewala
    AbhishekSalecha
    Deepak Middha
    Shreyas Ravi
    MARKiTECHS
    NMIMS
  • Agenda
  • India is the second-fastest growing economy in the world
    Industry Analysis
    Smartphone penetration out of the total mobile penetration is only 2% but it has the potential to grow exponentially (The Financial Express)
    India’s internet community grew by 42% in 2009
    (The Economic Times)
    Mobile user base of 626 Mn and expected to double by 2015 (Hindu Business Line)
    VAS segment to garner US $5.98 bn by 2013 from current US $ 2.07 bn (www.ibef.org)
    Web traffic from mobile phones touched the 1.2-billion mark in March 2010, making India’s mobile-web traffic the second highest globally next to the US (www.admob.com)
    Revenue contribution of VAS to increase from current 12% to around 20% by 2013 (www.ibef.org)
    Background
  • Smart Phone Usage In India
    Share of time spent on phone
    More than 145 min spent other than communication
    Background
  • Evolution of Social Network in India
    Birth of Indian social Network
    Mobile Social Networking Website
    Location Based Social Network
    ONLY FOURSQUARE- WEAK PRESENCE
    Background
  • Social Networking on Mobile Phone in India
    Both user base and reach is increasing every month for Social network sites and Apps
    Background
  • Major International Player in the -
    “Location Based Social Network”
    • Find friends
    • Find places & Events
    • Share location tips
    • Share photos
    • Near by strangers
    Checks In
    Loopt,
    Brightkite,
    Flook,etc.
    Gowalla
    Foursquare
    • Gaming roots
    • Collect digital goodies
    • Trips
    •  Top 10 user list at venues
    • Badges 
    • Social utility
    • City guide
    • Awards+ Badges
    • Special deals
    • Applications
    • Both paid & free apps
    • Mostly for food or friend
    spotting
    • Basic games
    Background
  • Key Decisions
    Compete
    Innovate
    Collaborate
    Adopt
    We make a completely new platform from scratch for India
    We compete with the other Indian players like ibibo, big adda, etc.
    We make a platform where other players can be partners.
    We adopt the best practices of the world and Indianise it
    Compete
    Innovate
    Collaborate
    Adopt
    High Return Low Risk
    Example:
    Example:
    Approach
  • Learning From Secondary Research
    2
    3
    4
    1
    Ease of use & good looks are important
    Celebrities do influence
    Built initial trust between users and their service
    Checks In are not enough
    5
    6
    7
    8
    Talking to strangers esp. opposite sex is important
    Games & apps help in engaging customer
    Create not only a social network but a framework
    Create more partner than competitors
    9
    10
    Real -time info is important
    Every 10% easier interface means 50% larger audience.
    1+2+3+4+5+6+7+8+9+10=
    Approach
  • Introducing
    The Location Based Social Networking Platform
    Approach
  • A complete location based solution which brings the best of technologies and applications on a common platform facilitating an ultimate experience for the end-user.
    5
    4
    3
    2
    1
    © 2008 www.PresentationLoad.com
  • What is PLACED-AT?
    An India specific Location based social networking portal
    providing users with
    Check-in and other basic services
    Real time information on Road Traffic
    Location based 3rd party applications
    Location based Games & Entertainment
    And Yes it works on both JAVA enabled and Smart Phones.
    Product
  • Basic Features
    Status update Features:-
    • Manual status update by the User
    • Push notification system – enables the App to update user location continuously in the background
    • Updates about Friends Location
    • Auto Status update on 3rd party Apps
    • Share location update by strangers
    Privacy:-
    • Invisible mode
    • Users categorized in 4 different labels for status updates or any information sharing –
    • members (all users of PLACED-AT)
    • contacts (of phonebook)
    • Favs (best friends)
    • Select (select users for a particular update)
    • Our Product is well synchronized with websites like (www.pleaserobme.com) to save users from any kind of trouble  which can arise from their status updates
    Sharing Features:-
    • Share location tips / directions
    • Share views and reviews
    • Share photos, videos of a location
    Other Features:-
    • Offers
    • Real time search
    • Event update of near by location
    • Option of calling, msg & PLACED- AT reply- on the PLACED-At interface itself
    Product
  • Real time info on( Road Traffic[1/2]
    Uses GPS based mobile phone tracking technology
    GPS location of phone @ 11.00 P.M.
    Latitude, Longitude19.03145,72.842209
    Calculate distance traveled , time taken, route, et al
    PLACED-AT enabled mobile phone used
    as the tracking device
    GPS location of phone @ 11.30 P.M.
    Latitude, Longitude19.030497,72.846265
    PLACED-AT enabled mobile phone can be used as the tracking device
    Other real-time information like- traffic situation, time spent @ a spot et al can be calculated
    Increased accuracy by averaging out data from all users using that route @ that time
    Product
  • Real time info on( Road Traffic[2/2]
    You
    Expected route
    Traffic Jam
    The source of this real-time information is our users
    Product
  • Location Based 3rd Party Application[1/2]
    Meru App - The one click cab call service
    Opens Meru app on PLACED- AT
    Meru will dispatch a taxi to given location
    Sends User’s location to Meru’s system
    User – Needs a cab
    BMS App - The one click ticket booking service
    Sends User’s location to BMS’s system
    User – Wants to book tickets
    Opens BMS app on PLACED- AT
    Displays Movies in the vicinity,
    location can be changed
    Auto-tweets the name of theater, movie and time
    Product
  • Location Based 3rd Party Application[2/2]
    Burrp App - The one click cab call service
    User – Hungry / wants to go out
    Opens Burrp app on PLACED- AT
    Displays review of restaurants in the vicinity,
    location can be changed
    Sends User’s location to BMS’s system
    Auto-status update the name of place, location and time
    Many such 3rd party Application can be installed
    Product
  • Few Other Application
    View Your Day
    User invites friends for a movie or diner
    0800hrs
    Track your Lost Phone
    Invite Tracker
    0900hrs
    Friend 1
    HDFC Bank,
    Parsi Colony.
    Distance: 2Km
    1400hrs
    Friend 2
    ATM Locator
    1300hrs
    Calendar
    1800hrs
    Phone Tracker
    Use 'locate' to see the approximate location of your mobile on a map.
    Real time tracking of friends location – where are they and how much time they will take to reach.
    Will be Placed at Colaba on Flagged days. Update goes to friends.
    Weather Update
    Product
    Live weather updates
    Going to Delhi
  • Location Based Games
    Games will be created by both PLACED-AT and 3rd party
    Will be played in the friends group
    Sample game(created by PLACED-AT)- Location based Monopoly
    -
    Visits cinema
    =
    +
    Owner of cinema
    Players visiting any plot earn virtual money
    Movie hall, Malls, amusement park are plots
    Players buy the plot to become virtual owner
    Plots for sale by PLACED- AT @ particular price and has rent attached
    -
    =
    Rent
    =
    Extra rent
    If friends of owner visit the plot they pay rent
    Owner can upgrade plot at a price to earn more rent
    Virtual money so earned can be used to buy real world goods
    There can be more than 1 owner to a single plot. In such a case the two owner don’t pay rent to each other.
    Product
  • Revenue Method
    Location Based Ticker Ad
    Transaction Fee
    Selling Virtual Goods
    Monetization
  • Location Based Ticker Ad
    ATM Locator
    Gets ad listed from the shops in Inorbit mall
    User visits Inorbit mall
    Logs -in to PLACED-AT
    ADVERTISER BENEFITS
    • Highly targeted
    • High efficiency and effectiveness
    • Facilitates last minute sales
    • Effective medium to roll out teasers
    • Inexpensive!!
    USER BENEFITS
    • Allows subscribers to avail Spot Offers
    • Doesn’t have to pay for using application- as the Ads subsidizes the use of application
    Clickable Ticker Advertisements
    Sample specimen on browser by clicking advertisement ticker
    PLACED-AT charges its advertisers a fixed price per impression for the ticker ads
    Monetization
  • How to list ticker ads
    • Two ads are uploaded
    • First which appears at the bottom of the our page
    • Another which appears on clicking the first ticker ad and gives more info.
    Like Inorbit mall, Infinity mall, etc. Multiple location can be selected.
    The advertisers has the option of selecting- age, gender & profession of the target audience.
    Cost = No. of impression* Price per impression
    Benefits of this method
    • Ease of listing
    • Both small and big players can list ad
    • Budget can be controlled
    Monetization
  • Other Revenue Methods
    Transaction Fee
    Transaction charges from 3rd party application having monitory transactions
    Pays PLACED-AT a transaction fee.
    Sells tickets through PLACED-AT app
    Selling Virtual Goods
    For games on PLACED-AT, virtual goods or virtual money can be brought from real money. A percentage of the transaction amount is retained by PLACED-AT for 3rd party games.
    PLACED-AT earns real money Rs 10
    Monopoly sells Rs 10000 of virtual money for real money Rs 10
    Monetization
  • Marketing “PLACED-AT”
  • Profile of a PLACED-AT User
    Marketing
  • 3 BASIC Rules for Marketing PLACED-AT
    RULE 1: Think engagement not Promotion
    RULE 2: Listen to your customer
    RULE 3: Offer content that matters - Build conversation around it
    Marketing
  • Marketing Mission
    1
    Launching a Location Based Social Network, a service unknown in India.
    2
    Encourage customers to use PLACED-AT by effective communication.
    3
    In the near future, make the phrase PLACED-AT synonymous with LOCATION.
    Marketing
  • Message
    PLACED-AT will – “IndianisetheMessage”
    FACT
    Strategy
    Promote the deals on PLACED-AT
    Indians like offers
    Organize contests with prizes
    Indians like free gifts
    Many Indians buy Smartphone for status but don’t use its features .
    We ask them why NOT?
    For “PLACED-AT”, Message will be developed to suit the Indian Psychology.
    Marketing
  • BLUE OCEAN STRATEGY
    Besides promoting itself, PLACED-AT will also aim at educating the customer.
    Benefits
    We increase the market size
    And we catch them early
    Message will be directed to educate the users of smart phone
    We tell users about the convenience of using smart phones
    We will make users understand the benefits of Mobile Apps
    Why need a note pad. Use your smart phone.
    MicroMax Smart phone now @ Rs 7000
    Dont waste money on a secy. Use Mobile apps.
    We aim at solving users problems with a 24/7 help line
    Have a Problem ?Call us.
    Marketing
  • Promotion strategy
    Strategy
    Time Line
    Throughout the life time
    Stage 0:
    Design to market
    • Charity begins at home
    • Publicity/ PR
    • Social Media
    Launch to 3 months
    Stage 1:
    • Online Advertisements
    • PLACED-AT near target audience
    • Publicity/ PR
    • Contests
    3 months to 9 months
    Stage 2:
    Stage 3:
    • Partnership
    • Celebrity promotion
    Post 9 months
    Marketing
  • Design to market
    The products should be so designed that it creates opportunities to market itself
    Placed-At installation
    A Prompt Window after completion of PLACED-AT installation on Phone.
    Ease of sending invitation to users friends.
    Marketing-Stage 0
  • Charity Begins @ Home
    Breed PLACED-AT as a part of Directi culture
    Amongst the Employees
    Amongst the Customers
    Amongst the Consultants
    Amongst the Suppliers
    Advantages:
    • Helps in generating positive WOM
    • Practical demonstration of use of various Application
    • Better Pilot Study
    Not to forget the Top Management
    Marketing-Stage 1
  • Social Media Marketing
    Marketing-Stage 1
  • Public Relations / Publicity
    Top 3 Indian Technology Blogs
    Marketing-Stage 1
  • Online Advertising
    Marketing-Stage 2
  • PLACED-AT near Target Audience
    Kiosks in Colleges & Companies
    Freebies for Students
    Organizing & Participating in Conferences
    Sponsoring College Festivals & Company Events Festivals
    Marketing-Stage 2
  • Contest
    Personalized Gift for being PLACED-AT more than 50 placed
    Contests - designing Applications for PLACED-AT for Students & Young Working Professionals
    Gifts for owning places
    Manish Singh has been PLACED-AT
    Shreyas is the Owner of Inorbit mall on
    Invite a friend and get 1000 points on PLACED-At apps
    Time sensitive offers- integrates with the PLACED-AT idea of NOW!!
    Visit today &
    Marketing-Stage 2
  • Partnerships
    Catch ANJAANI
    PLACED-AT
    Pre-installed PLACED-AT application on Smart Phones
    Marketing-Stage 3
  • Celebrity Promotions
    How to do it:
    • Target celebrities who need publicity
    • Get them on PLACED-AT and steadily expand the celebrity network as well
    • Sign up agreements, if necessary-PAY THEM
    • Celebrity privacy could still be maintained
    Advantages:
    • Celebrities are heavily followed by general public as well as media
    • When celebrities comment, it is noticed
    • This benefits Pizza Hut which is getting advertised along with PLACED-AT
    Marketing-Stage 3
  • Challenges
  • Thank You
    By the way –
    The domain name “www.placed-at.com” is still available for registration!!! 