Gadgets: These include mobile phones, Laptops etc
Fan clubs: Choose which fan club you belong to. Eg: Mumbai Indians, Arsenal etc. Points get added up to the fan club group every time you win points for hosting/ joining live matches
Sponsors: Choose from a wide array of sponsors for the various assets that the avatar owns. Such as Nike for the tee. The users gains points for choosing sponsors. The sponsors pay Directi for having their logo put up on the drop-down list
Feature: Customize Your Avatar
Also visible are:
Achievements: Based on the number of competitions won which were organized by “businesses” such as Nike etc. Stadiums owned will also be included as an achievemnt
Current title: Exchange points for titles. Win varying degrees of points based on your title. Eg: A rookie would get 10 points for every game won whereas a pro would get 20 points and so on
The users sponsors, points, achievements and current title will be visible to everyone in the vicinity
Customization Page: Avatar Create your Profile Player Name Your name has to be under 20 characters. Please choose your name carefully as unsuitable names are liable for deletion Colors It is up to you to design yourself
Customization Page: Avatar Kits Sponsors Tees Shoes Nike (x points) Adidas (x points) Proline (x points) Create your Profile Player Name Your name has to be under 20 characters. Please choose your name carefully as unsuitable names are liable for deletion Colors It is up to you to design yourself
Log on to the network and view who is hosting a match in the vicinity(individuals/ sports bars/restaurants)
Request the host to join the hosted match and earn points if you join
You could also walk in to the sports bar/ restaurant screening the match to earn points
Every cricket and football club will have an all India group on the network where points get summed up based on the number of fans watching matches(not necessarily their clubs matches)
This live club points counter will be visible on the application to all users
Trend: People love watching games with friends/in sports bars/restaurants
Hosting Matches: 1st use case LEAP users Jack is a ManU fan. Earned 10 points for joining in. James also a Chelsea fan earned 10 points for joining in. The points these users earn will also be added to their pan India club networks to encourage competition between clubs Sara(Chelsea fan) earned 20 points for hosting a soccer match between Real Madrid and Chelsea Earn points to host and join matches screened by friends/strangers/ sports-bars
Hosting Matches: 2ND Use Case Pop Tate’s hosts a cricket match and offers points to LEAP users for joining in. LEAP users in the vicinity will view the ad if their LEAP app is turned on. Bill, A LEAP user earns 20 points for catching a match at Pop Tate’s
The graphics on games such as Cricket and football matches can be both hi and low resolution
3G and augmented reality can allow users to play virtual games on any location around them: right from the street outside, to the parking lot, to the mini-corridor in the hallway of your office space
Feature: Location Based Sports Trivia Quizzes
You are on a bus, travelling to work. You have 45 mins to kill.
Rich, Middle class divide is bigger: Lesser sharing
The Changing Consumer
3G phones going to become a norm (40% of the phones in 2013 will be 3G enabled)
Richer experiences can be devliered through 3G. The product will have to evolve
Pan India metro operations will ensue. 3G instead of GPRS should be the technology of choice
Sports Consumption Changing Modes of Content Consumption 20 mn, people watched the DLF IPL matches on Max. Max's prime time channel share of 29.3% across the 3 HSM Metros is way higher that the top 9 GE Channels put together (25.5%)!! DID YOU KNOW? Youtube IPL channel viewership has crossed: 49.5 million
The Need What consumer needs does this product satisfy?
Need: Pride Visceral need to show off…without showing off “Fantasy sports games see over 1 million registered users in India.” Every sports fan, at an instinctive level, wants to establish his credentials within his peer group as someone who knows his stuff and is good at it . Hence, the drive to answer more questions, garner achievements, score points in public, build stadiums that everyone can see…
Need: Belongingness Need to express your loyalty towards the team, club or sport. “Sports merchandize industry in India set to grow at CAGR of 25%.” The team or sport supported is an extension of a sports fans personality and therefore, the desire to express it wherever possible.
Need: Connecting Need to connect with the community A Manchester United vs Arsenal is always more exciting when you watch it with fellow Man U/Arsenal fans. The thrill of a sporting fixture increases exponentially when you share experiences, opinions and ideas.
Need: Entertainment Need to play the sport wherever possible, need for entertainment LEAP exposes sports fans to the addiction of setting up live street cricket, football, racing games anywhere, anytime.
Marketing and Promotions Part 1: Philosophy and Strategy Thinking through the marketing plan
Understanding the Urban Indian Sports Nut Possess a strong sense of ownership about their sport. You can’t ‘sell’ him an idea…he will have to ‘buy’ into it. Is a follower, not a fan Has a strong sense of community and brotherhood with fellow sports followers. EPL fans across the country, for instance, share a connect with each other even if they have never met Is influenced by this community, this network and identifies his tastes with theirs
All marketing efforts have to aim at selling through the community, rather than to the community.
Focus on activations, guerilla marketing, PR and virals rather than on mainstream advertising.
No hardselling the product, only soft-selling the habit.
Low cost, high yield strategies leads to high RoI
Marketing and Promotions Part 2: Execution The Actual Plan and its Implementation
Innovation Adoption Cycle We need to get here We are here First target innovators i.e. mavens. Enter the community through them. Once they are convinced, they become unofficial ambassadors of the brand.