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Conclusion and Way forward Conclusion and Way forward
Social Networking Has Arrived TOP SITES ACCESSED THROUGH MOBILES IN INDIA (July 2010) India Mobile subscriber base The usage patterns show the dominance of social networking sites among all sites visited by mobile internet users google.com orkut.com facebook.com youtube.com getjar.com yahoo.com songs.pk wikipedia.org zedge.net my.opera.com Internet access-enabled phones # of Users ever used Internet Active users of mobile internet STATISTICS (July 2010)
IAMAI estimates the 3G launch and reduction in the prices of 3G and GPRS enabled handsets (smart phones) to increase mobile internet users to 25 million by 2012, and up to 50 million users by 2014 Source: Opera State of the Mobile Web, July 2010
Comparison of LBSN products in the market Ghumo Ghumao Features:
Available on leading smart phone brands (iPhone, Blackberry) and also on mobile browser enabled cells
Incentivize users based on academic distinctions and special offers
Build a dashboard for businesses where owners have the option of advertising on G2
Consumer Analysis* Consumer Profiling – LBSN Users Research Methodology Geographic Cities – Metros, Tier I & cities with population > 1 Mil Demographic Age 15-34 years, 35-50 years Occupation Students Professionals Self Employed Businesspersons Psychographic Socioeconomic Classification – A1, A2 Lifestyle – Culture oriented, Outdoor oriented Personality – Ambitious, Gregarious *Detailed in Appendix
G2 Ghumo Ghumao: The Product Explore your city and discover new places – leave recommendation Create a Social Revolution – Form groups and mobilize people Avail special discounts for patronage to specific stores Avail utility services like cab booking, tracking buses, traffic updates, weather updates Connect with and meet friends Create Interest groups – Meet friends with similar interests Gain degrees from your favorite hangouts – A PhD from KFC
A form of appreciation for the tips left by other users
A “jhappi” is counted if users who like it actually go to the place suggested and check in
Users can redeem Jhappis for talk time from their service providers
Game Mechanics PhD
Starting a Revolution! Kunal: Reggae concert next month at Someplace! Who do I go with? Kunal started a ReggaeRevolution! Few seconds later Ans and join: Q1) --- Q2)---- Q3)--- Your membership status:???? Let’s see what G2 can do for me? “Revolutions” Few days later Start one on any subject Profile: Kunal TO-DO (20th July) Kunal is attending “Reggae Live” at SomeP with Shara, Anand and Pancy! Form a like-minded bunch Kunal- Reggae Lord Sharan-Reggae King …… …. John- Reggae Learner Separate the pros from the learners D-Day! Opportunity to rise up the social ladder by learning
Brand of the Week – Pixel Rent out plan for national brands to advertise on G2 screen.
Partner with Mobile handset manufacturers to provide G2 application pre-loaded – for Smart Phones.
Partner with Service Providers to have reward schemes based on G2. For instance, free talk-time for accumulated “Jhappis”.
Radio Cab Services – Easy launch Apps provided on G2 to enable convenient booking facilities for users on the go.
5 point Marketing Plan 1. SOCIAL MEDIA 2. VIRAL CAMPAIGN 3. RADIO SPOTS Create series of Viral Ads for YouTube and other Social Media – unique theme based animations featuring the G2 mascots. Storm the existing Social Media world with G2. Create an exhaustive and integrative web presence across popular SM sites. Tying up with local FM channels to promote G2 during phased launch.
5 point Marketing Plan 4. OUTDOOR 5. PR/PUBLICITY Billboard advertising in prominent shopping locations in the city: cost-effective way to achieve maximum eyeballs among target audience. Market Storming during launch. Sponsoring College events, Rock shows etc. – fun games and treasure hunts organized on G2.
Business Intelligence and Analytics as a Service
Monetization Strategies Brand of the Week – Gets dedicated clickable pixel space on screen GhumoGhumao G2 You are here: Brigade Road, Bangalore Kuch Khaas Pico’s Bar ##, Church Street Crossword Book Store ##/A, Brigade Road Recommended Places Aas Pass Mc Donald’s ##, Brigade Road Café Coffee Day ##, Richmond Road National Library Nearby Places Places History Recos Friends
Monetization Strategies GhumoGhumao G2 Offers you might like Special Offers Based on user preferences Eg: If user’s interests are shopping and books then the order of offers visible to him is based on his interests Shoppers Stops Check out the Limited period Summer Sale Flat 50% off on all purchases ##, M.G. Road Crossword Featured discount on new releases ##, Richmond Road Recos Maps Special offers History
Monetization Strategies GhumoGhumao G2 Geographic specials - Alerts of offers only based on user’s interests. Alert Since you are in Brigade, you might want to check out the new flavors of tropical Iceberg at CCD. Get 10% off on your purchase if you rush now. Recos Maps Special offers History
Total NPV Projection* NPV calculations Revenue calculations TOTAL NPV = Rs. 1,531,877,698 *Detailed in Appendix Price Elasticity function arrived at through survey of businesses
Pricing of the Services (provided to businesses) needs to be undertaken after a comprehensive marketing survey
Roll out of the platform should be in a phased manner in the metros and tier 1 cities – we may start with Bangalore or New Delhi
Develop Data Analytics to measure and monitor the impact of the system for businesses
Merchandizing, Virtual currency and gifts will be another source of revenue after a strong base has been established
Privacy needs of end users must be well understood and built into the system
Tiered Model Forecast Priced at Elasticity=1 point to maximize revenues. Price Elasticity function determined through survey with businesses Price Demand
Brand of the Week Forecast Price fixed at Rs. 50,000 per week in the first year and increasing thereafter. Demand
Special Promos Forecast Priced at Elasticity=1 point to maximize revenues. Price Elasticity function determined through survey with businesses Price Demand
Geographic Specials Forecast Priced at Elasticity=1 point to maximize revenues. Price Elasticity function determined through survey with businesses Price Demand
Need Gap Analysis - Survey What value-added services do you generally use on your mobile phone? 26 Current modes of Social Networking IPhone applications Survey Results Top preference for LB services and Social networking through Mobile phone Apps
Laddering – Interview/FGD Company Logo Ego Boost - I feel special/popular Helps me stay planned/organized Makes me actively scout for offers on G^2 Connect better with brands Better connect with people Incentivizes me to shop at the store Motivates me to shop more at the store Make friends/Tell them what I’m upto Useful Info Appeases my love for new places Avail special store discounts Certification from favbrands Discover new places based on Peer Recos Social Revolution Instant updates Utility services
Concept Generation Customer Need Product Requirement Single Source of info. on