Bulk SMS Market in India

BULK SMS: A BUSINESS ANALYSIS
PRESENTED BY:
PRASHANT SAXENA

INDIAN MARKET OPPORTUNITY
Perceived Value - Perceived value of a VAS depends on perceived rather than the actual utility to the end user: BRAND ASSOCIATIONS
Practical Value - Practical value is completely based on tangible benefits derived from the service: REVENUE SHARING
Source - MobilePundit, IMRB, Isuppli

BULKSMS APPLICATION AREAS

Internet Portal
Payment Facilitator
Enterprise
Content Developer
Application Service Provider
Mobile Advertising
Buyers
Mobile Portal
Content Developer
Content Provider
Content Aggregator
Wholesale SMS Value Network
Terminal Vendor
Network Vendor
Gateway Provider
Mobile Network Operator
Service Provider
Mobile Virtual Network Operator
Sellers

BULK SMS CONSUMER DRIVERS

Message Success Factors:
Content
Personalization
Consumer Control
Success Measure:
Consumer Attention
Consumer Behavior
Cost Ratios
BULK SMS CRITICAL SUCCESS FACTORS
Media Success Factors:
Device Technology
Transmission Process
Product Fit
Media Cost
EFFECTIVE SMS MARKETING MODEL

INDIAN MARKET CHALLENGES

CONSUMER BEHAVIOR PERSPECTIVE

BEHAVIOR
BELIEFS
ATTITUTDE
TOWARDS
FOR
BEHAVIOR
NORMATIVE
BELIEF
SUBJECTIVE
NORM
INTENTION
BEHAVIOR
CONSUMER BEHAVIOR FOR BULK SMS
CONTROL
BELIEFS
PERCEIVED
BEHAVIORAL
CONTROL
ACTUAL
BEHAVIORAL
CONTROL

TOTAL BEHAVIORAL ATTITUDE –
SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE
(3*0.8) + (-5*0.9) + (-4*0.6) + (2*0.8) + (4*0.9) + (-3*0.6) = -1.1 (Slightly Negative)
Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit

TOTAL SUBJECTIVE NORM –
SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE
(4*0.7) + (-2*0.9) + (3*0.5) + (3*0.3) = 3.4 (Moderately Positive)
Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit

CONSUMER PREFERENCE FACTORS

CONSUMER PREFERENCE SCENARIOS

MARKET PLAYERS

Visionary Leadership
Corporate Memberships, SMS Surveys, User Generated Product Ideas, etc
PhoneLinx Communications, Solix Technologies, Innova Health Systems Ltd, Netstart Technologies & Eastern Michigan University
Futuristic Prospects
INDYAROCKS Core Values & Concepts
K-Capital, Hyderabad 10k Marathon, TiE-ISB Connect, Online short film festival and VLSI International Conference
Customer- Driven
Excellence
Social Money – SMS & Video
No SPAMMING
“Friends Network" only
Highly Targeted & Profile Based
Valuing Partners

SENDING SMS or UPLOADS – 10 P
BULK SMS PORTAL
SMS OR VIDEO SERVICES
RECEIVING SMS or VIEWS – 10 P
REVENUE SHARING PER SMS
INDYAROCKS SOCIAL MONEY
TELECOM PROVIDER
ADVERTISER
“40% ACTIVE SMS USERS
PAID BLOGS
5 – 10 sec & 40 Characters Ads
2 Million Users & 28 min average time spend” – KALYAN MANYAM

Social Money Introduction – 20 Sept, 2007
User Revenue sharing program for Fropper?
SOCIAL MONEY IMPACT

MyToday - SNAPSHOTS

Subscription Details
Updates

Mass & Targeted Advertising
Invited Advertising

MyToday - SNAPSHOTS

SMSGUPSHUP - ORIGINS

SMSGUPSHUP UPDATES

SMSGUPSHUP - MISSOUTS

PEOPLE GROUP – BULK SMS SUGGESTIONS

Message
Consumer Attention
Consumer Attitudes
Content
Personalization
Consumer Control
Consumer Intention
Perceived
Media
Usefulness
Ease of Use
Consumer Behavior
Device Technology
Transmission Process
Product Fit
Media Cost
SMS ADVERTISING MODEL
Peer Influence
THE CORPORATE BULKSMS ADVERTSING MODEL –
A PERSPECTIVE

SMS ADVERTISING MODEL – MESSAGE CONTENT
Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing

SMS ADVERTISING MODEL – MESSAGE PERSONALIZATION
Source: R.T. Watson, et al., Electronic Commerce: The Strategic Perspective, Dryden, Fort Worth, TX, 2000.

SMS ADVERTISING MODEL – CONSUMER CONTROL
Source: CNN, New Switching Rules May Trash Millions of Cell Phones, Cable Network News (October 31), 2003.

SMS ADVERTISING MODEL – DEVICE TECHNOLOGY
Source: H.M. Yunos, J.Z. Gao, S. Shim, Wireless advertising challenges and opportunities,

SMS ADVERTISING MODEL – DEVICE TECHNOLOGY
Source: F. Newell, K.N. Lemon, Wireless Rules – New Marketing Strategies for CRM

SMS ADVERTISING MODEL – PRODUCT FIT
Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing

SMS ADVERTISING MODEL – PRODUCT FIT
*Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.

SMS ADVERTISING MODEL – CONSUMER BEHAVIOR
*Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.

Health:
e.g. Honey with milk is a good combination for health & vigour. Have one glass of milk with one spoon of honey daily!
Spirituality:
e.g. Guru FatehPyaareo, SannuApneDostan - Rishteydara De Number SMS Karo Te Ohna Nu Vi SikhNetworkDaHissaBanao .
News:
e.g. Pakistan confirms delay in election,US diplomat killed in Sudan,80 revellers molest 2 girls on New Year in Mumbai .
Finance:
e.g. TAXALERTS: 5TH JANUARY 2008 IS DUE DATE FOR SERVICE TAX PAYMENT FOR MONTH / QUARTER ENDING DEC 07.
Music:
e.g. On January 17, 1996, Pink Floyd was inducted into the Rock and Roll Hall of Fame by The Smashing Pumpkins frontman Billy Corgan..
Gaming:
e.g. Get ready for ursemifinals today @ 5.30 ,chkurscedule in www.onlineleague.net ,team rakion .
SMSGUPSHUP CORPORATE ANGLE
Party:
e.g. Begin ur new years(2008) party season from TONITE @*premium hotel in juhu*.til3am..finally a place widmuzik u like.. dhaval 98xxxxxxxx
Sports:
e.g. Villa scored a late winner against Spurs & moved to 5th position. Today's Matches: BBurn-Sund, Bolt-Derb, Liv-Wigan, Newc-ManC
Education:
e.g. Revision Session for E4C 2006-08 Batch (II nd Yr) on Jan 02, 2008 will be on Functions, Limits and Continuity by Chide Sir.
.

THANK YOU