General Packet Radio Service (GPRS) is a Mobile Data Service available to users of Global System for Mobile Communication (GSM) and IS- 136 mobile phones.
GPRS data transfer is typically charged per kilobyte of transferred data, while data communication via traditional circuit switching is billed per minute of connection time, independent of whether the user has actually transferred data or has been in an idle state.
Tune in to broadcasts from Bombay, Boston, Beijing, or Brisbane: Hindi to Indie Rock to Trance to Dance to Arabic to French to Hip-Hop to Pop - all non stop.
Who needs an MP3 player when you have a mobile phone?
Why stop at a few hundred songs, when you can pick from tens and thousands of radio stations, right on your wireless handset. XS Radio works with Symbian, Windows Mobile and Palm based Mobile Phones, Pocket PC and PDA devices to bring streaming internet radio stations to your handset. All you need is a data connection (GPRS/CDMA/Wi-Fi). Download XS Radio now and tune in to the planet.
Access to dozens of pre-defined Digital Radio stations across all popular categories – Pop, Rock, Classical, Bollywood, Oldies, Instrumental, International and many more.
Also access to thousands of other radio stations around the world.
User defined play lists – allows the User to create a personal play list.
Quick access to most frequently tuned stations.
Intuitive, easy to use and rich User interface.
High quality MP3 audio playback.
Authentication & Secure Login to the XS Radio service.
Support for most popular handsets based on Symbian, Windows Mobile and Palm OS.
Experience the music on every move you make
3% of the total Mobile phone users is our core Target Audience
By 2010, projected growth of consumption of 3G mobile sets indicates greater scope
to tap the audience
Drive differentiation for the brand through:
Building category relevance – not addressed by competition
Building category imagery – currently incongruent with consumer needs.
Drive the differentiation in our content
– By promoting relevance of key shows to audiences- ATL & BTL
Forced sampling through BTL activities as well as On Air inducements (Promo driver)
Create a consumption habit out of a currently irrelevant medium – by ensuring we are heard every where.
Alliances which ensure our station plays everywhere becoming a part of everyday lives.
Stimulate ease of access to hardware
Alliances and tie ups with marketers/ radio manufacturers to promote sale/distribution of radio sets.
Roll Out Plan Phase 1 Phase 2 Phase 3 Brand Launch Brand Communication across market being launched Audience Puller to the shows Promo driver communication Content Comm. Breakfast show campaign 5-6 weeks 2 weeks 4-6 weeks 2 week break Required to ensure that we stay salient over an extended period 4-6 week break. Required to ensure our product is fine tuned and absolutely ready.
Establishing the relevance of our brand and redefining category imagery
Create ‘word of mouth’ currently missing around the category
Brand Saliency & frequency awareness
PHASE 2 Driver Promo PHASE 3 Content Comm
Providing a strong reason to sample the station and specifically sample the key content property we want to promote – The Morning breakfast show.
Using a ‘carrot’ to pull listeners in.
Driving audiences to the key tent pole property we want to build.
Creating a common sampling opportunity for everyone in the household
Keeping the brand TOM and sustain the buzz created around the launch.
India - Overview
Age – 18-35 yrs
SEC – A1 , A2
Primary audience – Executives and students
Mainly personally transport
Communication point of view
Hindi (TV) / English (Newspaper)
Outdoor – English + Hindi
BTL – English + Hindi
TV & Press
English followed by Hindi. Content wise, almost equal
Penetration – 72% with C&S
Content – News / Hindi Feature Films, Serials ( English & Hindi)
Time band – Between 7-9 a.m. and 4-7 pm viewership dips (opportunity area for radio)
Channels - Star Plus, Zee café , Sony, Star World , Zee News , Times Now , Headlines Today
English newspaper (Telegraph, HT, TOI , The Hindu , Economic Times )
Hindi – Dainik Jagran , Navabharat Times , Sandesh , Dainik Bhaskar
No time, Non aspirational, Non glamorous, Non visual medium, Frivolous, Non-informative, Irrelevant content, Cheap medium, Old / outdated / for my dad, Medium for poor, Medium for aged, Old box / model, TV more happening, Non retention medium
Non listeners psychographics
For the lonely, Talk less, Can’t mix with everyone, Doesn’t like gossip, Moody .
For non-listeners – No compelling reasons to listen to radio
Exciting, Fun, Jolly, Romantic, Entertaining, Information
Youth oriented, People on move, Educated, Relaxed, Fun music
How to work Internet Radio amongst TG
Customised, personal, need based (increasing)
No more luxury – its “Necessity” – they are demanding
More options of entertainment
TV dominates – as an established medium
Print – managed its role
Radio – Bypass – Irrelevant – Non Consideration set
Inconsistent, music (limited appeal), youth TG
Positioning of the category # Non glamorous # No habit # Poor Imagery # Irrelevant # Non credible Non Listeners # Constant Companion # Mobile (anytime, anywhere) # 24 x 7 infotainment # Credible Listeners
NON - LISTENERS No reason, No position Position GPRS Enabled Internet Radio as Medium of Relevant Infotainment Position category as Mobile, 24X7, Infotainment Medium Constant Companion Making it a Habit Generate Trial Involve Make Brand Ambassadors Spread the Fever Word-of-mouth LOYAL - LISTENER
Brand Announcement Brand Launch Category Hype / Promotion Trial / Sampling Category Program Promotion Channel Promotion Product Reach to our TG Sampling Indian Metros Launch Strategy - Reach Anyone, Anywhere, Anytime Distribution Hardware ATL / Mass Campaigns BTL Promo Campaigns Ground Activities Trade / Channel Ground Activities ATL Contests Activities
Announcement Official announcement of company Brand Promotion Clebration of Brand launch Category Promotion Involvement of the category with mass Product Promotion Involvement with program & medium Coverage # Leading newspapers # TV channels
# Sampling of hardware
# On ground
Coverage # Leading newspapers # TV & Cable channels Pre Event # Generic / brand campaigns (TV press) # Teaser campaign (outdoor)