A V Good Evening!
ery
RatanKK
May 16, 2008

Quick Introduction
Pinstorm
Me at this Seminar!

Pinstorm
Digital Marketing Services MNC
Engagement model: pay-for-performance
4 years old, 125 people
Head – Global Delivery Center

ME at this Seminar
Mobile Marketing Activities
There are problems. Are there solutions?
There are Facts. There are questions?
There is lots to be done!

Stakeholders for Mobile Marketing
Primary:
Operators, Handset Guys, BuzzCity Likes,
Content Guys,
Secondary:
Marketers, Advertisers, Fulfillment Coys
& More of us.

My Value Add Today
FOCUS on the Mobile User in India
4allstakeholders - 7 Facts & 7 Questions
Bear with me!

4.
Fact – You got the consumer by the Crotch!
Means – The identity is real and established.
Question – Do you capture what are his likes and
dislikes? What are the insights into his life?

7.
Fact – He is ‘circuit switched’ &‘packet switched’.
Means – No last mile connectivity issue. Almost, All
the time.
Question – Do you engage him all the time?
Proactively? Do you profile him by his usage?

1.
Fact – They all are multi - linguistic
Means – You need to go beyond English.
Question – Can you get the non-English part in to
the communication? What is your content strategy?
Local content plans?

6.
Fact – It is only SMS, WAP, GPRS. Mostly PULL.
Means – No contextual aspect. No push possibility
Question – Can the platform capture the INTENT of
the consumer? Can we feed on it to grow the
contextual relevance?

5.
Fact – Large in numbers, but small in screens
Means – > internet crowd. User experience issue.
Question – Can we provide the same what a PC
gives or more? More effective Platforms? More
easily? Much more intuitively?

2.
Fact – The cost of high end phones is affordable.
And is expected to fall.
Means – Humungous possibilities to improve User
Experience and provide gamut of services.
Question – Are we game? Have we got our plans
ready for it?

3.
Fact – Success of Lots of premium SMS Services.
Means – $$$$$$. Bottom of the pyramid potential.
Question – Wake up, and smell the coffee,
dammit?

What does this MEAN 4 allofus ?
Mobile Solutions have a huge potential .
Much bigger opportunity than what a
GOOGLE is.
An example - i-Mode

NTTDoCoMo’s i-Mode
Since 1999, 46m subs, 95K providers
Go Google for it!
Talk to your Japanese Acquaintance!

What is i-Mode ?
i-Mode is a m-Commerce service
Selling always and everywhere,
very flexible platform of interactive
advertising, brand management,
transactions, business, games and fun!

A day for an i-Mode consumer
Commute Long Distance
Optimize their TIME
Mobile, a MUST

What do users do on i-Mode ?
email, news/weather/sports update, load
ringtones, play games, banking, stock
trading, travel bookings, download
cartoons/images/music, book for
lunches/movies and chatting and dating

What do business do with i-Mode ?
Sell - content, air tickets, cartoon images,
shares and investments, lottery tickets.
VPN for business, CRM for Business
This is just to name a few!

Why is i-Mode so successful?
Low priced handsets, with killer apps
High mobile penetration, low PC penetration
\"always on“ system, with simple user interface
cHTML – easy language for content integration
Simple Billing System

Can we do an i-Mode in India ?
There is a huge potential .
A bigger opportunity.
And this is not a fairy tale.

Thanks
Q&A
ratankk@pinstorm.com