I pitched my thoughts at Google in 2015-2016, that can effectively "Increase Youtube adoption in India" and it went on to WIN the RFP for the "Most Innovative Idea". Google Panel consisted of Marketing, Product & Technology members. Key notes of the presentation: · Indian Market & Consumer pains/needs · Product/Market fit analysis & Value Proposition · Solutions Leveraging legacy & Digital channels. · Approach, Operationalisation, Architecture · Roadmap & Achievable milestones · Case Studies

1. Increase YouTube adoption in India
How OnMobile can help

2. Overview
2
• About OnMobile
• Market recap
• How can we drive this for YouTube ?
• Solution
• Strength & Capabilities
• Case study

3. Global Presence & Market Reach
3
Canada
USA
Mexico
El Salvador
Nicaragua
Panama
Colombia
Ecuador
Peru
Chil
e
Venezuela
Brazil
Uruguay
Argentina
South Africa
Zambia Madagascar
Guatemala
Costa Rica
Sierra Leone Ghana
Burkina Faso
Nigeria
Niger
Rwanda
Angola Malawi
Tanzania
Kenya
Uganda
UK
Spain
France
Egypt
Italy
Romania
Turkey
UAE
Cyprus Pakista
n
India
Sri
Lanka
Banglades
h
Malaysia
Indonesia
Liberi
a
Guinea
Bissau
Mozambique
Lesotho
Qata
r
Czech Republic
DRC
South SudanGuinea Conakry
Bahrai
n
Ireland
Austria
Swaziland
56
# of
Countries
32
# of offices
worldwide
1100+
# of employees
Foundedin 2000,
incubated by Infosys
Headquarteredin
Bangalore, India
Revenuefor FY ending
March 31, 2016:
Rs. 8,653 million; Public
Listed in India

4. Product Portfolio
4
RBT & Music
Pioneer in Ringback Tone managed services, delivering more than 300
million music plays per day to mobile customers in 50 countries on 5
continents
Converged VAS
One stop mobile entertainment destination with scalable and flexible
solutions that deliver the best mobile portal experience
Lifestyle & Utilities
Confluence of technology and innovative formats to engage consumers
through a plethora of services such as contests/promotions, quizzes,
games, offers, sports, loyalty and infotainment products

5. `
5
Customer BaseCustomer Base

6. Market Recap
• Mobile Internet penetration is on the rise. Expected to grow between
35-40% by 2016 Source: IAMAI Report
• Consumption of internet on Mobile is yet to peak
– People with data connection still do not know how to access internet
enable services.
– People are more comfortable with their local language than English as a
default language.
• Significant mobile subscriber base without mobile internet connection
6

7. How can we drive this for YouTube ?

8. Our understanding of YouTube’s requirement in
India
8
YouTube’s current reach is 70 Mn* mobile users of the 210 Mn+ people
who can Access Data services on their mobile device
Drive initiatives to reach the other 140 Mn mobile data users in India.
YouTube is open for suggestions that helps expand its reach beyond the
Data users
Source: YouTube data

9. App-o-phobia
Mobile browser
experience
Navigation in English
Expensive
Data plans
Current Challenges

10. Our suggested offering
10
Enable easy access to YouTube content on
Mobile internet via traditional modes of
telecom channels like SMS & USSD
Enable non data user to access &
consumption of YouTube content via
traditional channels like Voice streams

11. Approach

12. One Touch Access
Discover Access View

13. Maximizing Accessibility
13
SMS
KHIDIKI
VERNACULAR
SEARCH
USSD
CBC
IVR

14. One Touch - Access
• Multiple channels to access content
– Popular channels : SMS, USSD, IVR
– Unique OnMobile storefront : CBC
• Receives URL to access YouTube
– Invoke YouTube via native browser.
– Invoke an installed YouTube App.
• Operator provides free access to YouTube
14

15. Operationalization
• Manage Google short code
• Manage operational relationship with telecom
operator
– Promotion bandwidth
– Manage DND bases
• Work with operators to pitch and source a special
access to YouTube data package
– Value proposition
• Data packaging can vary for OpCo’s to drive new subscriptions
• YouTube reach and usage is increased.
15

16. Use Case:
© 2015 - Proprietary & Confidential 16
Audio Station
Discover Access Listen

17. Audio Station
“Say it out loud, to listen to it!”
• User calls toll free number or gives a missed call
• IVR portal in user preferred language
• Content catalogue based on user preference in regional
language
• Audio Station
ØSearch option
ØSports
ØMusic
ØUnplugged
ØTutorials
17
Personalized catalogue

18. Proposed Flow
18
Consumer becomes aware of the initiative through various
promotions run by Google
Consumer places a missed call to a toll free number
OnMobile outdials to the user who had placed a missed
call. The outdial can be either for a suite of content or a
particular piece of content like a song
Each outdial consists of a 10 minute capsule . The outdial
ends with a reminder to the user asking her to give a
missed call at “9XXXXXXXX” and he will again get to listen
to YouTube Audio station

19. 19
Rewards Platform
View Score Win

20. Rewards Platform
• Watch for free and earn for watching.
• Users are encouraged to use YouTube.
• More Views & Shares, earn credits.
• These credits can be redeemed,
– To use other services
– For talk time recharge
– To gain discounts on products.
• Value Proposition
– Advertisements revenues
– Revenues via partnerships with ecommerce companies for
provisioning discounts.
20

21. CLMChannel
Management
Acquisitions
Programs
Engagement
Programs
Retention
Programs
Content
Management
CLM

22. Proposed Solution

23. IVRPlatform
VXML Engine
CCXML
Engine
Telephony Engine
IVR Service Creation Environment/Runtime
API
Layer
User Profile Engine
User Profile
Data Store
CCXML/VXML Over HTTP
REST API
Search
API
Voice Search Engine
Phone Call
Content Metadata
YouTube Gateway
User
Profile
Metadata
Content
Stream
User
Profile
Content.
Metadata &
Profile
High level Architecture

24. Messaging
Gateway
SMS
USSD Bulk
Messaging
Engine
CBC CBC
USSD Push
SMS Push
To/From
User
Voice Search Engine
API
Layer
User Profile Engine
User Profile
Data Store
REST API
Billing Information API
High level Architecture

25. Pre Requisites
• Audio only stream of YouTube content
• Mapping of MSISDN to YouTube user profile
• Content Metadata for Voice Search.
• API for Transliteration to various Indian
languages.

26. Strength & Capabilities

27. Telecom Expertise
IVR, SMS, CBC, Mobile Web,
USSD, API, apps & Embedded
solutions
Multi-channels
Planning, Sourcing, Quality, UX &
Design and Delivery
End-to-end Project
Management
Consumer Life Cycle
Management
Business Analytics
Insights management, Market
Trends analysis
Consumer Research
Multi-channels based
campaigns: Web, Mobile web,
Mobile App
Campaign
Management
Content Operations,
Content Management System,
Merchandizing & Reporting
Content
Management

28. Continuous Innovation
28
2002 - 04
•Ring Tones
•Karaoke
•Dynamic Voice Mail
•Sports
•Infotainment
•Ring Back Tones
•Contests
2005 - 07
•Audio Streaming
•M-Search
•M-Radio
•RBT Press * to copy
•Content Discovery
•Multi-language WAP
2008 - 09
•Business Analytics
•Network & Social
Address Book
•Reverse RBT
•Cross-Operator * to
Copy
•Landline RBT
2010 - 16
Cell Broadcast
Football Connect
Churn Management
M Governance
OnCloud
KHIDIKI
Help Me

29. Case Study: Kankhajura Station
• Sponsored by HUL
• Facilitate entertainment starved
consumers in Media Dark areas in a
most cost effective & measurable
manner
29
• Free Content, with ads to help improve Brand recall
• Creating a habit of consumption of Free content by pull.
• Building a new medium for retailers to connect with consumers

30. © 2015 - Proprietary & Confidential 30
Case Study: Kankhajura Station
• Consumer places a Missed call to 1800-
3000-0123
• The consumer receives an Out-Bound call
with an entertainment radio capsule
comprising RJ Talk, Music and
advertisements.
• Free to consumer
• Performance
– Total Subscribers: 10M approx.
– MoU /caller: 3.84 mins
– Average MoU/ DAY: 0.80M
– Average Unique Pick ups/ day: 0.30M

31. TARGETING
TECHNOLOGY
AD-WISER
BI &
ANALYTICS
USER EXPERIENCE
CONTENT &
CONTENT
PROGRAMMING
Solution from OnMobile
31
MOBILE
VAANI

32. 32
Case Study: Cricket Streaming
• Consumer calls operator enabled short code
• The consumer can listen to Live Cricket
Commentary
• Performance
– 60 Mn Calls handled during CWC 2015
– Over 200k calls handled on a Single Match day
across operators in India
– Live commentary in 7 languages
– 8 Mn OnMobile Cricket product subscribers
– 2% Indian mobile market penetration

33. Our Recommendation
33
Phase I
Operationalize the Google short code in India on SMS
Extend reach through messaging channels –
SMS, USSD for direct access to content
Manage telecom operators for subsidized / free
YouTube specific data plans
Create and execute campaigns
Phase II
Extend target audience definition
Enable telecom operator independent system to take
YouTube to non-data phone users
Manage content merchandizing
Drive CLM programs

34. Timelines – a phase wise approach
Project
Kickoff
Operator
discussions
Starts D+1 dayD Day D + 7 days
Product
development &
customization
Deployment
Planning
UAT
D+ 70 daysD Day D + 90 days
Solution
Deployment

35. THANKS
for your attention
Praveen Raj Gowda
Senior Product Manager
Ph: 9986046471