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Mobile Confrence   Buzz City   May 16 2008  Ratan Kk
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Mobile Confrence Buzz City May 16 2008 Ratan Kk

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Fundamentals for Mobile Marketing in India, NTT DoCoMo's I-mode way.

Fundamentals for Mobile Marketing in India, NTT DoCoMo's I-mode way.

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  • 1. A V Good Evening! ery RatanKK May 16, 2008
  • 2. Quick Introduction Pinstorm Me at this Seminar!
  • 3. Pinstorm Digital Marketing Services MNC Engagement model: pay-for-performance 4 years old, 125 people Head – Global Delivery Center
  • 4. 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!
  • 5. Stakeholders for Mobile Marketing Primary: Operators, Handset Guys, BuzzCity Likes, Content Guys, Secondary: Marketers, Advertisers, Fulfillment Coys & More of us.
  • 6. My Value Add Today FOCUS on the Mobile User in India 4allstakeholders - 7 Facts & 7 Questions Bear with me!
  • 7. 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?
  • 8. 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?
  • 9. 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?
  • 10. 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?
  • 11. 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?
  • 12. 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?
  • 13. 3. Fact – Success of Lots of premium SMS Services. Means – $$$$$$. Bottom of the pyramid potential. Question – Wake up, and smell the coffee, dammit?
  • 14. What does this MEAN 4 allofus ? Mobile Solutions have a huge potential . Much bigger opportunity than what a GOOGLE is. An example - i-Mode
  • 15. NTTDoCoMo’s i-Mode Since 1999, 46m subs, 95K providers Go Google for it! Talk to your Japanese Acquaintance!
  • 16. 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!
  • 17. A day for an i-Mode consumer Commute Long Distance Optimize their TIME Mobile, a MUST
  • 18. 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
  • 19. 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!
  • 20. Why is i-Mode so successful? Low priced handsets, with killer apps High mobile penetration, low PC penetration quot;always on“ system, with simple user interface cHTML – easy language for content integration Simple Billing System
  • 21. Can we do an i-Mode in India ? There is a huge potential . A bigger opportunity. And this is not a fairy tale.
  • 22. Thanks Q&A ratankk@pinstorm.com