Emerging markets or Available markets

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  • Emphasize on India & SEA Region.
  • Aim: To engage the Youth by leveraging the Power of Mobile which in turn would help the brand actively engage with their target audience (youth) surrounded by a social cause
    Solution: user would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’. Vserv.mobi powered this In-App campaign to successfully deliver the message using a Click to Call mechanism. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure.
    Results: Delivered  a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
  • 4 Unique Points in Emerging Markets:
    Culturally & Linguistically Unique
    English is rarely the Primary Language
    Local Content is key to connect emotionally
    Content is increasingly getting App-ified!
    Advertise on Bollywood Apps to reach the right TG
  • 4 Unique Points in Emerging Markets:
    Culturally & Linguistically Unique
    English is rarely the Primary Language
    Local Content is key to connect emotionally
    Content is increasingly getting App-ified!
    Advertise on Bollywood Apps to reach the right TG
  • 4 Unique Points in Emerging Markets:
    Culturally & Linguistically Unique
    English is rarely the Primary Language
    Local Content is key to connect emotionally
    Content is increasingly getting App-ified!
    Advertise on Bollywood Apps to reach the right TG
  • Aim: To engage the Youth by leveraging the Power of Mobile which in turn would help the brand actively engage with their target audience (youth) surrounded by a social cause
    Solution: user would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’. Vserv.mobi powered this In-App campaign to successfully deliver the message using a Click to Call mechanism. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure.
    Results: Delivered  a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
  • OS / Device
  • Ideally in all media vehicle, we had media data – TV – TAM, etc
    Mobile has this data as well as profile data like telco data
  • Credible User Data from Telcos + Mobile App & Device Data from Network = better targeting
  • Discounts / Rebates – free talktime
  • Emerging markets or Available markets

    1. 1. Emerging Markets Or The Available Markets Narayan Murthy Ivaturi GM –Global Sales & Strategy VServ.mobi
    2. 2. Emerging Markets are Driving the Mobile Ecosystem Emerging markets like Asia Pacific will add nearly half of all new connections between now and 2017 (1.4 billion) Mobile powerhouses - China and India will contribute over 1 billion Mobile Internet Users by 2015 # Mobile Internet Users in Emerging Markets > All of these markets together (US, UK, Japan, Germany, France, Australia & Canada)
    3. 3. How To Win Emerging Markets elements of a winning strategy 5
    4. 4. Strategize for the Mobile First User 1
    5. 5. Their First Experience of Internet is on Mobile
    6. 6. In Emerging Markets, Mobile is not just another screen it’s THE Primary Screen
    7. 7. Mobile is the first choice for all media consumption needs – voice, messaging, video, music, content, news…
    8. 8. Reason, Relevance & Richness are key to engage with them. Need of a Wholesome Experience!
    9. 9. HALLS IVR • Aim: To engage the Youth by leveraging the Power of Mobile • Solution: The users would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’. • Results: Delivered a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
    10. 10. Cross the Language & Culture Barrier 2
    11. 11. Consumers don’t think only in ENGLISH
    12. 12. Culture plays a critical role decision making & buying behaviour
    13. 13. Regional content in all form occupies a large section of their content consumption needs
    14. 14. How Brands Have Done It!
    15. 15. Singularity in communication across fragmented ecosystem 3
    16. 16. Over 2000 varied models sold in Emerging Markets
    17. 17. Android Smartphones available for < $100
    18. 18. Communication strategies based on capabilities of different OS / Devices
    19. 19. • Brief: Dove wanted to acquire new users for their Dove skin-care products range with trials. • Solution: Leveraged Smartphone + Feature Phone Users hence delivered a unified message adapting to different devices • Results: Delivered a CTR of 11.36% on App. Dove got more than 10,000 registrations Dove Indonesia
    20. 20. Leverage Mobile Audience Data 4
    21. 21. Mobile has more than just media data
    22. 22. Move from Inventory to Audience
    23. 23. How Brands can benefit from the combination of Telco + Network data
    24. 24. Utilize Mobile Currency via Telco Partnership 5
    25. 25. It’s a cash-led ecosystem
    26. 26. Talktime is the currency of Mobile
    27. 27. • Brief: By partnering with DiGi Telecom, MyEG wanted to increase their renewals for road / motor tax insurance on both smartphones & feature phones. • Solution: Leveraging the talk-time benefits via Telco Partnership • Results: Within 20 days, campaign led to an increase of 50% in DAR (Daily Average Registrations) MyEG
    28. 28. Advertisers Should Recognize… • USER is the King, understand them better • Reason, Relevance and Richness are key to engagement • Emerging markets are high on potential but require constant Innovation and Disruptive Thinking • Collaboration with key stake holders to deliver a powerful impact
    29. 29. How To Win Emerging Markets Strategize for the Mobile First User Cross the Language & Culture Barriers Singularity of Communication Across Fragmented Ecosystem Leverage Mobile Audience Data Utilize Mobile Currency via Telco partnerships5 4 3 2 1

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