Interop Mumbai Presentation

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  • 1. The Magic Lamp in our Lives Rajesh Jain NetCore Solutions www.emergic.org rajesh@netcore.co.in
  • 2. Five Coming Disruptions for Mobile Industry 2
  • 3. Digital India Fact Sheet • PCs: 30 million (growing 8+ million / year) • Internet: 50 million ( growing 10+ million/year) – 6 million broadband connections – 50% access from cybercafes – Ads: $140 million (3% of media spend of $4.6 billion) • Mobiles: 400 million (growing 10+ million / month) – SMS Usage: 50-60% of user base (200+ million) – WAP Usage: 3-4% of user base (10-15 million) – ARPU: Rs 200 ($4): Voice 90%, P2P SMS 5%, Data 5% • Rs 10 Data split: CRBT, Voice Portals, SMS Subscriptions, Content Downloads, P2A SMS – ‘Open’ MVAS Spend: $600 million (excl. P2P SMS, CRBT) 3
  • 4. Think of India’s Mobile Base as split in Two Large Markets • Red Market • Enterprise: “The Computer – 100 million users and Internet In Your Hand” – ARPU of $10 – Mobile Multimedia Computer • Non-Voice ARPU of $1.50 – Mix of Enterprise and Youth • Youth: “Mobile Maane More” – Communities, Entertainment • Blue Market – 300 million users • Urban: “Ek Ring Aapki – ARPU of $2 Zindagi Badal Sakti Hain” • Non-Voice ARPU of $0.05 – Micro-Local Marketplaces – Mix of Urban and Rural • Rural: “Haath Mein Mobile, Saath Mein Zindagi” Going ahead, these two markets – Access to will evolve very differently Info, Markets, Education 4
  • 5. Five Structural Changes will create new opportunities in India’s mobile space MNP MVNO 3G Voice MVAS Competition Competition 5
  • 6. Digital Services Operators will create Telco-independent ecosystem Payment Distribution Publishing Compelling Collection (Reach) Platform Services Diverse Services to generate $1 ARPU Content Digital Identity Push Connected AppStores and Presence Commerce Experiences 6
  • 7. Enrich the Mobile Experience with Connected Devices and Services • Network-dependent Device- • eReaders Service Combo – Books – End-to-End Solution – Education – Analogous to Amazon Kindle – News and iPhone-iTunes-AppStore • Tablets – Become a Data MVNO – Browsing – Target top-of-pyramid consumers • LBS Devices – Generate higher ARPU – Tracking: People, Asset, Vehicle • Enriched Experienced – Traffic Alerts across different Verticals • Connected Gaming – Reading, Education, Gaming, Entertainment Consoles 7
  • 8. Summary: Directly Monetising Mobile Users is next Big Consumer Opportunity Create Operator-independent Payment Collection and VAS Publishing Platform Build Digital Services Operator Business in India Expand to other markets globally 8
  • 9. Five Actionable Ideas for Businesses 9
  • 10. Mobiles can transform Customer-facing Business Processes Multiple Modes of Usage Enterprise Uses • SMS • Existing Customer – Request Reply Relationships – SMS Request-Reply – Push – SMS Push (Alerts) – Subscriptions – Voice: IVR • Voice – Apps – IVR • New Customer Acquisition – Outbound – Advertising (SMS, WAP) – SMS Database Push • WAP – Voice: Outbound – Mobile Website • Internal • Apps – Email2SMS – SMS Groups 10
  • 11. Five Actionable Ideas 1. Invertising (Permission Marketing) 2. Profiled Database Marketing 3. Transactional Alerts 4. Promotional Messages to Customers 5. Email2SMS 11
  • 12. Idea 1: Invertising to build Hotlines to Customers TM-ECON TM-ECON TM-ECON Leaders this week: Leaders this week: International News: *THE COLLAPSE OF *FLYING BLIND - The tragedy of the TURNING THEIR BACKS ON THE MANUFACTURING - The financial commons meets the final frontier. WORLD - The economic meltdown crisis has created a manufacturing Space is a public common and has popularised a new term: crisis. What should governments do humanity needs to value it. Space deglobalisation. Is globalisation about it? Having bailed out the waste stays in orbit for decades, or really ending? World trade has financial system, governments are even centuries. It is time to stop so plunged. The integration of the now being called on to save industry many satellites from flying blind. world economy is in retreat on too. *** Pick up the latest copy of The almost every front. *** Visit http://m.economist.com Economist from a vendor near you *** Visit www.economist.com/print Feb 20th, 2009 Feb 21st, 2009 Feb 22nd, 2009 sms TE to 575758 to get daily updates from The Economist 12
  • 13. Invertising for Enterprises TM-IKW TM-IKW TM-IKW *Google Everywhere: As the Search *The Economic Incentives of the *The Crowded, Caffeinated Soft Giant Grows, How Much Is Too 'Store-within-a-Store' Retail Model - Drink Sector: Who Will Bubble Up to Much? - Although real-time mobile New research by the Top? - With the market for ad relevance could be viewed as a Wharton's Z. John Zhang and traditional soft drinks dominated by sign that one company has too much Kinshuk Jerath of Carnegie Mellon giants Coca-Cola and PepsiCo, power, Wharton faculty say, so University, looks into the alternative beverages have become a far, the convenience Google provides dynamics of manufacturer-run shops rapidly growing and highly profitable outweighs any apparent privacy operating under the roof of piece of the beverage industry. worries. traditional retailers. *** http://m.mytoday.com/u/389 Visit http://m.mytoday.com/u/390 http://m.mytoday.com/u/391 Sep 8th, 2009 Sep 9th, 2009 Sep 10th, 2009 sms IKW to 575758 to get daily updates from Knowledge@Wharton 13
  • 14. Invertising for Enterprises TM-FABINDIA TM-FABINDIA TM-FABINDIA TM-FABINDIA Re-vitalise your HOME and Fabindia invites you to an Fabindia exbh of FABINDIA FURNITURE OFFICE with the new range exhibition of FURNITURE & DHURRIES 14- - NEW COLLECTION AT of UPHOLSTERY at Fabindia GARMENTS, ACCESSORIES 15 Feb 11 am - 9 pm at SUNVILLE, 9 DR. Annie store KALAGHODA 23-25 and JEWELLERY 7 - 8 Feb at CLUB PREMISES SHER-E- Besant road, Worli, Mumbai Jan. the PALLI HILL store PUNJAB SOCIETY MAHAKALI 18. Ph. 989323650230 from CAVES ROAD ANDHERI EAST. 20 - 22 feb, 10am - 7pm Open to all. Jan 24th, 2009 Feb 6th, 2009 Feb 14th, 2009 Feb 20th, 2009 sms START FABMUM to 575758 to get regular updates from Fabindia 14
  • 15. Idea 2: SMS Ads and Database Push for Branding and New Customer Acquisition TM-MyToday TM-CoxKings BIZ: Win 200 Free holidays to *RBI staff strike disrupts bonds Ireland worth Rs. 184000 to Rs. trading 82000. *HDFC sees 20% growth for sms CNK to 57575 to loans in FY10 participate. Ad: T&Cs on coxandkings.com INTEL CORE 2 DUO BASED PC RS 19,500 ONWARDS. sms INTEL DB to 566776 FOR INFO 15
  • 16. Profiled Database Marketing for New Customer Acquisition 16
  • 17. Idea 3: Real-time Alerts on Transaction to inform and deepen customer bond TM-NSDL TM-KOTAK 96404xxxxx,PAN alloted to 93250xxxxx,Our you is BAIPP9358M. PAN Card representative will visit you will be dispatchedshortly.SMS today for Kotak Credit Card PAN 0307506002xxxxx to application & documents. 53030 or visit For assistance call www.tin-nsdl.com to check Pooja:02041050555 further status 17
  • 18. Idea 4: Promotional Messages and Special Offers to Customers TM-BigBzr TM-GreenCrd Aayiye karein tyoharon ka Show SMS & get 5% Green swagat Big Bazaar ke Card Fashion Friday saath,Diwali Se Pehele discount at Pantaloons Diwali Manayiye aur offers today 2nd Oct.Check out ka laabh uthaiye. the new festive range of Hurry, offers valid only Mens Formal, Semi Formal till 4 Oct. & Party wear. T&C 18
  • 19. mCoupons on Customer Purchase 19
  • 20. Idea 5: Email2SMS for real-time Push Mail Alerts on any mobile  Imagine Push Mail on Mobile Key Breakthrough: Long (480-char SMS)  In short, an alternative to Blackberry for the Masses  And all you require is An email account with auto-forward capability Your existing mobile phone  Read, Compose and Reply to emails using just SMS  Using just SMS on existing mobile phones. No GPRS required. No purchasing new phones. 20
  • 21. Communication Strategy at All Stages of Customer Lifecycle • Custom Alerts • Custom Alerts • Request - Response Advocate • Footer Ads • Invertising • Voting • Voice-based SMS • Voting • Polls • Mass Email • Polls/Contests • Voice SMS • WAP Advertising • Email Newsletters Loyal Customer Customer Customer Customer Acquisition Engagement Feedback • Purchase • mCoupons • Request - Response • m-Payments • Rich Media • Permission Customer • Gifts Downloads Marketing • Serial Feed • SMS Communities Customer Customer Transaction Non-Customer Gratification Retention
  • 22. Key Points 5 Coming Industry Disruptions 5 Actionable Ideas for Business • MNP • Invertising • 3G • Profiled Database Push • MVNO • Transactional Alerts • Voice Competition • Promotionals and • MVAS Competition mCoupons for Customers • Email2SMS 400 million Magic Lamps are out there… What’s Needed are the Genie-like Services 22