Mobile marketing one97 offerings v2

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Mobile Marketing- One97 Offerings

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Mobile marketing one97 offerings v2

  1. 1. About One9710+ years in business – India’s largestdeployed telecom applications, platformscompanyFunded by Intel Capital, SVB Financialservices & SAIF partnersTeam strength of 950+ across Delhi,Mumbai, Chennai, Kolkata & Bangalorew/International presence in Nigeria, Dubai& South Africa20 Global operators & 50 EnterprisecustomersFastest growing company- Company ofthe year 2010, Best digital innovation 2010 300 million+ unique users and 5 billion+ voice calls per month on One97 platform
  2. 2. OperatorEnterprise customers customers Client portfolio
  3. 3. What can we do for you? We • Create mobile presence for your brand • Engage your hard to reach target audience • Strengthen customer loyalty & retention • Craft mobile promotions and campaigns gratifying users • Enable your customers to pay on web or phone • Execute Mobile Campaigns
  4. 4. Case Study: Customer Engagement Buy a Maggi sauce, Dial: xxxxxx Listen to Javed Jaffery’s jokes, participate & share your joke, subscribe to jokes weekly or monthly on phone 3.5 million successful calls received in 90 days 0.2mn joke subscriptions Engagement time on call 30-35sec (listen to jokes) 1. TV/Radio/POS or 2. Buy Maggi >> 3. Dial >> 4. Listen, share & subscribe to jokes >> 5. Win prizes (Photo on bottle)
  5. 5. Case Study: IVR based cricket contest for Ranbaxy Revital 1-800 102 5353 Campaign is LIVE The objective is to make users play a cricket contest and also subscribe to cricket alerts Users can also speak to Revital experts (CCE) for details on various health products. I n case the expert line is busy, then the user is prompted for a an auto call with relevant information The contest is updated every third day and 5 winners are gratified with exciting prizes every three days This is promoted through digital banners, emailers, mass media and radio ads Since Feb 12th we have received 200,000 calls with participation Source: One97 internal data, 2010
  6. 6. Case Study: Instant gratificationHorlicks growth programA great initiative for parents with young childrenwho want to keep a tab on the measurement oftheir kids’ growth. Junior Horlicks brings GrowthAssessment Program and 2 stage Junior HorlicksParents need to call the toll-free number 1800-103-2227 (which is being managed by One97) toapproach the nearest growth Assessment CenterJunior Horlicks is promoting this though paintingcompetition as part of their Annual ProdigyProgram in 500 schools across the country. Campaign: Drink pepsi & win instant gratification of mobile top up worth Rs.30. User opens the cap and finds a code under the crown. He has to just SMS the code to a #### or dial a number and enter the code and he gets a mobile top up plus other gifts as well Source: One97 internal data, 2010
  7. 7. Case Study: Rural marketing Product awareness on voice People dial a toll free number. Voice will be customized in their language giving information on Products and benefits Users can record their voice, enter set of phone Numbers and send voice broadcast acting as viral Voice broadcast to rural user database giving product information- information dissemination Group sharing on phone (Maha panchayat on phone) 200-3000+ people can dial into a number and listen to message or information to be shared at once Source: One97 internal data, 2010
  8. 8. Case Study: Awareness & engagementHorlicks growth programA great initiative for parents with young childrenwho want to keep a tab on the measurement oftheir kids’ growth. Junior Horlicks brings GrowthAssessment Program and 2 stage Junior HorlicksParents need to call the toll-free number 1800-103-2227 (which is being managed by One97) toapproach the nearest growth Assessment CenterJunior Horlicks is promoting this though paintingcompetition as part of their Annual ProdigyProgram in 500 schools across the country. Source: One97 internal data, 2010
  9. 9. Case Study: GM Motors Spark Campaign One97 provided this solution for promoting GM product - SPARK. Around the launch of this car a teaser campaign on SMS that would create curiosity amongst the TG was run. In addition to this, they also required the use of our SMS short code 53030 for this car to generate leads out of their mainstream media promotions. SMS backed by voice used as a teaser for the launch. It had a quiz. Depending on the answer users would be chosen in the lucky winners list After the launch the SMS channel was used to generate test drive leads 15,000 user requests within a week
  10. 10. Case Study: Fanta Fun Masti contestFanta masti campaign - LIVEObjective is to generate interest among audiencein Rajasthan and engage them with the brand.Users have to share their funny events based on atopic given by the voice portalFanta advertises the toll free number 1-800-103-8888 across radio, print & local ad spots inRajastan & nearby townsUser dials-in the number, selects his language,enters into contest 40% user participation
  11. 11. Case Study: ColgateDealer ReachThe objective is to provide a voiceapplication/broadcast in 7 different languages toall dealers of Colgate to engage thema. Productsb. Loyalty points/schemesc. Redemption/Gratification In 2 months Colgate reached 2.5L dealers
  12. 12. Case Study: Phone a feedback Nokia Feedback Program Mobile Outdial Voice Application Feedback on Customer Care Ongoing since: Early 2008 Every day the data automatically hits One97 server from Nokia Customer Care Centers. On the subsequent mornings, automatic calls are generated to gather the feedback of customers on Nokia Care Center’s services. MIS shared online with Nokia Daily 25,000 numbers called 80% success rate
  13. 13. Messaging (SMS) Source: One97 internal data, 2010
  14. 14. Case Study: Information sharing and high involvement of customersNestle start healthy and stay healthyThe program is targeted towards women andwomen who are in the early motherhood. This isdesigned to help mothers take care of theirhealth and make their life betterA person can send an SMS “SHSH to <53030>.Within one second a voice call will come andtake you through a interactive voice portal.Women can enter information aboutpregnancy and the mobile application keepsgiving information regularly to women ontheir health during pregnancy stages 52,000 women have subscribed to this Source: One97 internal data, 2010
  15. 15. Case Study: Product launch in dark marketsObjective is to involve people to take the newstellar slims in Pune & surrounding places.Different on the ground activations werestartedUser has to purchase the pack. He gets ascratch card with it handed over to him at thevenue. User has to scratch and send theunique code to a <#####> and he getsredemptions or prizes 20,000 people activated in 30 days Source: One97 internal data, 2010
  16. 16. Case Study: Sales drive with EngagementObjective is to increase pack sales in selectedregions over 60-90 daysUsers who purchase a pack during thispromotion period will get a scratch card with acode. He gets pack of ringtones, mCoupons,songs on his phone once he SMS’sHe is also qualified to dial into a number andparticipate in a “Talent search activity” wherehe can sing a song clip. The shortlisted onceswill be called to a studio and with aprofessional expert guidance they will recordthe song and a free CD will be cut andpresented to you Source: One97 internal data, 2010
  17. 17. Case Study: SamplingPilsbury Atta samplingA magazine ad was targeted to women in southregion (across major women magazines)They can order for a free 1/2kg atta sample bysimply SMS’ing ATTA to <#######>They get a voice call back thanking them andasking details like address to be delivered. Afterthe atta is delivered, a feedback call goes to thecustomer after 15 days asking information aboutrotis, atta quality etc. 5,000 samples given
  18. 18. mobileWeb
  19. 19. Experience paints through mobile web
  20. 20. Biking experience with Hero Honda
  21. 21. Vodafone self care page
  22. 22. Pizza Hut experience
  23. 23. Proximity marketing (Bluetooth/Wifi)
  24. 24. Case Study: Mobile proximity Users visiting café coffee day outlets, selected Malls, shoppers stop would be given a message to Switch on their bluetooth. Once its ON they get A message to download an application on the Phone or mCoupons or prizes
  25. 25. Case Study: Mobile proximity Redbull at selected locations advertised the Message on hoardings and LCD’s that if users Switched bluetooth, they will get a instant free Redemption coupon which they can use
  26. 26. Augmented Reality
  27. 27. Case Study: Augmented reality
  28. 28. Case Study: Augmented realityhttp://www.penn-olson.com/2011/04/20/augmented-reality-in-asia/http://www.digitalbuzzblog.com/top-10-augmented-reality-examples/
  29. 29. Apps
  30. 30. Case examples
  31. 31. QR codes
  32. 32. Measurement metrics
  33. 33. Cross mediumsVoicea. Number of people callingb. Location/circle of callc. Engagement time on call-duration at various pointsd. Response/key press on calle. Voice/language choiceSMSa. Number of people received SMSb. Responses back to messageMobile weba. Impressionsb. Clicksc. Click thru rated. LeadsApplicationsa. Engagement- option chosen, time spent, response etc.
  34. 34. Lets get talking! John Cherian One97 Communications Ltd. John.cherian@one97.net M - +91 809 550 1718

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