Mobile marketing in india


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  • GateGuru is the leading in-airport resource for travelers. GateGuru is location aware – when a user opens the application, the closest airport is identified.A user can select that airport or choose from a list of 100 airports. Once the airport and terminal are selected, a user sees all the available amenities, including location, category and average rating from fellow travelers.Once the user chooses an amenity, a more detailed overview of that selection can be seen, including ratings and reviews from fellow travelers as well as photos. The app also includes maps of the various airports and terminals.Since the app’s release, there have been over 15,000 reviews and 2,500 photos submitted via the application. GateGuru is a free application. The primary business model for GateGuru currently is working with airport retailers to drive users into stores (ie location-based advertising). We are currently working with ten of the largest airport retailers on a pilot program, giving exclusive deals to GateGuru users.Despite only launching two weeks ago, the pilot program to date has been a smashing success.We are also working with larger brands on a sponsorship basis. Right now, JetBlue is running a very innovative contest whereby the leaders of the GateGuru leaderboard get free tickets (on a national level) or $100 travel certificates (on a regional level).
  • application provides pet lovers with a simple tool to find the closest and most popular pet-friendly places in the United States in various categories, including lodging, dog parks, beaches, restaurants, travel, services and events.
  • of this is powered by Placecast’sShopAlerts, which are location-triggered mobile text messages sent from brands to consumers. Consumers can opt-in to receiving text messages in a variety of ways—at the store, online, via text-message, mobile websites or on Facebook.Once the technology has been activated, consumers will be alerted when they are near a location that they are interested in or when the brand is offering sales and specials. ShopAlerts’ technology uses “geo-fences,” which are virtual boundaries that can be targeted via location-based marketing. Retailers can customize alerts to fit their brand and strategy.
  • application features a Ring Sizer that lets users determine their size by placing an actual ring directly on the screen and using the slider to align the circle with the inside of the ring.Consumers can browse collections by shape, setting, metal or design.In addition, the rings are shown true-to-size and each style can by viewed with diamonds of six different carat sizes.Users can zoom in to a ring to view details more closely and also pair the rings with wedding bands to get the full effect.Users can share their finds with family and friends via email, Facebook and Twitter.Consumers can save rings they like within the application and learn more about the company’s diamonds via the Tiffany Difference feature.Users can make an appointment for a diamond consultation via phone, email or schedule an in-store appointment.Additionally, the application includes an Expert Consultation feature, which features the store’s number, as well as gives consumers the option to schedule a phone consultation via the application.Consumers can fill out a short form with their personal information and send it to a Tiffany’s representative, who will contact them back within 48 hours.
  • can browse the pages of The Great Big Christmas Book, without prices, and drag items they want to receive into a gift box to create their must-have list for parents or Santa.Adults can view their child’s list, including price information, edit the toys their children add and share it with family and friends through email, Facebook, SMS and the Toys “R” Us Wish List. Customers can visit to find The Great Big Christmas Book iPad Application beginning in November.The Great Big Christmas Book iPad application does not offer online shopping functionality. Customers can visit to access the mobile commerce site for their shopping convenience.
  • do you do if your husband is on the way to the grocery store and you need him to get milk, but you don't want to distract him with a phone call while he's driving?If he uses ShopRite's Weekly Specials mobile app, you visit and update a shopping list that automatically syncs with the one on his phone.ShopRite’s mobile application can now be used on the three dominant mobile platforms -- the iPhone and Android operating systems, and the mobile web – enabling the grocer to reach its shoppers through virtually any smartphone.The mobile application is built specifically for each platform, in order to provide the best user experience. Within the app, customers can easily look at digital circulars to see all the items on sale that week at their local store, and select items to add to their online grocery-shopping list. Grocery lists can be constructed from a desktop website as well, which syncs with the mobile apps and mobile website.
  • Card Mobile [iTunes link] lets users add their Starbucks Cards, track rewards and reload cards as needed via PayPal or credit card. To pay with their phone, app users simply select “touch to pay” and hold up the barcode on their mobile device screen to the 2-D scanner at the register.Starbucks is using its own custom-built technology to enable the 2-D mobile barcode scans. The coffee retailer opted for barcode scanning over near field communication technology — which Google is exploring — because of its limited availability. The coffee retailer was reluctant to wait for a NFC ecosystem to develop when its customers have expressed interest in mobile payments now, according to Chuck Davidson, the category manager of innovation on the Starbucks Card team. “Once there are more users, we will adapt,” he says.In testing, Starbucks assessed the mobile payment option by measuring application speed, transaction speed and total customer wait time, says Brady Brewer, vice president of Starbucks Card and brand loyalty. In all instances, Starbucks Card Mobile was the fastest way for customers to pay.Starbucks is investing in mobile payments, an investment Davidson describes as modest in relation to expectations, because customers have requested the option and have shown a propensity to not only pay with Starbucks Cards — one in five transactions are made using a Starbucks Card — but frequently use their smartphones while waiting in line.
  • a smart phone’s camera, Refill by Scan enables users to scan the barcode printed on a prescription label to seamlessly order a refill in seconds. Refill by Scan also gives users the option to change their store pickup location as well as the pickup time and day. Prescription text alerts, a Walgreens mobile feature which notifies customers via text message when their prescriptions are ready, has surpassed 1 million subscribers. The alerts were introduced in March 2010.Other features of the Walgreens mobile application include:Access prescription historyOrder photo prints direct from your phoneFind the nearest Walgreens or Take Care ClinicBrowse products and check in-store availabilityShop from your phone
  • of Gilt Groupe’s total sales are now coming in via the iPad, the private-sale merchant’s vice president of product development, Chris Maliwat, reports. Gilt Groupe won't release exact sales figures, but it tells Internet Retailer it raked in between $400 million and $500 million in 2010. If they do the same sales this year that they did in 2010, let's say $500 million (they’ve been growing phenomenally, though), and iPad sales don’t grow (which they will) and stay at 4%, that’s $20 million in 2011 all from one mobile device.
  • example a little old (2009) but they were first:USAA, a privately held bank and insurance company, plans to update its iPhone application this week to introduce the check deposit feature, which requires a customer to photograph both sides of the check with the phone’s camera.“We’re essentially taking an image of the check, and once you hit the send button, that image is going into our deposit-taking system as any other check would,” said Wayne Peacock, a USAA executive vice president.Customers will not have to mail the check to the bank later; the deposit will be handled entirely electronically, and the bank suggests voiding the check and filing or discarding it. But to reduce the potential for fraud, only customers who are eligible for credit and have some type of insurance through USAA will be permitted to use the deposit feature. Mr. Peacock said that about 60 percent of the bank’s customers qualify.
  • 12, 2010<tags>#foodbev#mobile #geo#advocate#christine
  • Mobile marketing in india

    1. 1. There are 7.O8 Billionpeople on the planet5 Billion of them usemobile phone.Only 4 Billion use atooth brush
    2. 2. Beyond Mobile Marketing:Developing a Mobile StrategyOnline Market Research on Indian consumersPresentation ByPeruka Venkata Ramana 12PMM420MBA(Pharm) 2nd semester, DOPMNational Institute Of Pharmaceutical Education and Research,Mohali
    3. 3. Using interactive wireless media to provide customers withtime and location sensitive, personalized information thatpromotes goods, services and ideas, thereby generating valuefor all stakeholdersMOBILE MarketingThe most cost effective andinnovative way to reach customers
    4. 4. 1.Potential Of Mobile users in India2.Insight into Indian consumers with Online market research3.Types of Mobile Marketing4.Defining Mobile Strategy5.ConclusionFlow Of Presentation
    5. 5. 226millionSmartphoneusers930mnMobile users90mn3Gusers1.Potential Of Mobile Users in India
    6. 6. Mobile growth is explosive
    7. 7. Mobile ad spend in IndiaMobile advertising is 10% of overall digitaladvertising spends in IndiaThe three legs that would push mobileadvertising in 2013 would be Display,Search and SMSSmart phones and tablets that are alreadyavailable for anywhere between `Rs 2,000to Rs 30,000 will drop still
    8. 8. 55%00YES NOYES 45%NO 55%Q. Do you use Smart Phone?
    9. 9. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%43.10%13.30%8.20%7.20%6.40%21.80%Q. Which Smart Phone you Use ?
    10. 10. 8.82%29.41%47.06%14.71%0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00% RARELY MOSTLY ALWAYSQ. Do you use Internet in mobile?
    11. 11. Q. Which of the fallowing appsyou use in your mobile?
    12. 12. 79%32%17% 14%0%10%20%30%40%50%60%70%80%90%facebook Linked in Twitter NoneQ. Which of the social networkYou use in mobile?
    13. 13. Types &Advantagesof Mobile Marketing
    14. 14. 1.SMSmarketingThe IAB (Interactive Advertising Bureau)and the Mobile Marketing Association, aswell, have established guidelines and areevangelizing the use of the mobile channel formarketers. In India, however, governments efforts ofcreating National Do Not Call Registry havehelped cellphone users to stop SMSadvertisements by sending a simple SMS orcalling 1909
    15. 15. Good examples of mobile-originated MMS marketingcampaigns areMotorolas ongoing campaigns at House ofBlues venues, where the brand allows the consumer tosend their mobile photos to the LED board in real-timeas well as blog their images online2.MMSmarketing
    16. 16. 3.PushnotificationsIt can be much cheaper if compared to SMS Marketingfor the long run, but it can become quite expensive on theshort run, because the cost involved in applicationdevelopment.Once the application is download and installed providedthe feature is not turned off It is practically free, because ituses internet bandwidth only.
    17. 17. Brands are now delivering promotional messages within mobile games or sponsoring entiregames to drive consumer engagement.This is known as mobile advergaming or Ad-funded mobile game4. In-Gamemobilemarketing
    18. 18. 5.Mobile webmarketing 6.QR codes7.Proximitymarketing8.LBS9.Bluetooth 10.Infrared
    19. 19. Mobile Strategy
    20. 20. Mobile phones offer a unique communicationchannel that is» Direct» Personalized» Targeted» Interactive» 24hours a day, 7 days a week
    21. 21. The traditional purchase funnel is outdated39
    22. 22. The Customer Hourglass looks at the entire experience40
    23. 23. The Customer Hourglass looks at the entire experience41
    24. 24. Airport retailers advertise in GateGuru42Airport retailers purchaselocation-aware advertisingon GateGuru to driveusers into stores.GateGuru is an airportresource for travelers.
    25. 25. Nestle Purina builds pet-friendly utility app43Purina created a location-aware database of pet-friendly places in the USto increase brandawareness and affinity.
    26. 26.  Location data provides context When earned advocacy (the last phase) is done well, it fuelsawareness Expect paid media to fuel this first phaseKey Take-Aways44
    27. 27. The Customer Hourglass looks at the entire experience45
    28. 28. PlaceCast sends opt-in ShopAlerts based on virtually boundedtarget areas46After opting-in toShopAlerts, consumersreceive discount alertsbased on “geo-fenced,”or virtual boundaries.
    29. 29. Browse engagement rings and save favorites in Tiffany’s app47With Tiffany’s app, userscan browse rings, learnabout settings, savefavorites, and determinea ring size.
    30. 30.  Repurpose your product inventory information and apply onto thereal world Allow consumers to opt-in to receiving information on deals readily New technology will provide instant context using mobile and socialdataKey Take-Aways48
    31. 31. The Customer Hourglass looks at the entire experience49
    32. 32. For holidays, kids drag toys into Toys R’ Us Christmas wishlist iPad app50Parents can view and edit theirchildrens’ wish list and share itwith family and friends throughemail, Facebook, SMS and theToys “R” Us Wish List
    33. 33. View and add weekly sales items to ShopRite shopping list – andsync between mobile and website51
    34. 34. • Reduce friction and allow purchasing to happen from simple clicks• While still emerging, social commerce will fuel increase in sales formobile commerce by populating shopping lists based on social andlocation data• Expect next-generation applications to pre-populate these listsbased on historical and social dataKey Take-Aways52
    35. 35. The Customer Hourglass looks at the entire experience53
    36. 36. Over 3M have paid with Starbuck’s mobile app54The mobile cardprogram was tested in2009, and found to bethe fastest way forcustomers to pay. It’savailable at 6800stores. Customerspurchase credit viaPayPal or credit card.
    37. 37. Refill prescriptions with Walgreens’ scan app55In addition, over 1 millioncustomers have subscribedto Walgreens’ prescriptiontext alerts.
    38. 38. 4% of total sales come from Gilt Groupe’s interactive iPadapp56177,000 shoppershave downloadedthe app and as ofJanuary 2011 about100,000 actively useit on a monthlybasis, according toGilt Groupe.
    39. 39. • Remember, point of purchase is no longer limited to a physicallocation• Nor is it limited to the time of purchase –pre paying exists now, andexpect a form of post-paying to someday emerge• Expect gamification and cashing in of social capital to streamlinesalesKey Take-Aways57
    40. 40. The Customer Hourglass looks at the entire experience58
    41. 41. USAA customers scan and deposit checks59In 2009, USAA was thefirst bank to launch amobile banking app withcheck deposit by scanfunctionality. Chasefollowed in 2010.
    42. 42. • Reduce support costs by giving information to consumers on hand• Use a tiered approach:• Load up most frequented asked questions first• Then follow up by providing the ability for them to conduct peer topeer support• Finally provide them with direct-to-company support when theseavenues have quickly been exhaustedKey Take-Aways60
    43. 43. The Customer Hourglass looks at the entireexperience61
    44. 44. Starbucks partners with Foursquare to offerbarista badges and drink discounts to Mayors62
    45. 45. • Loyalty programs of the past are based on long term commitmentand total potential spending value• In the future, factor in social influence, as well as ability to sharewith others into your loyalty programs by recognizing then to theirpeers• The natural outgrowth of loyalty programs involves socialgaming, where increased spend and social capital are factored inKey Take-Aways63
    46. 46. The Customer Hourglass looks at the entire experience64
    47. 47. Tasti D-Lite rewards brand advocates with points that translateinto free products65Tasti D-Lite customersearn TastiRewardsevery time they makea purchase using arewards card that canautomatically triggerupdates toFacebook, Twitter, orFoursquare accounts.
    48. 48. • The holy grail of marketing, this is the lowest cost –yet highesttrusted form of marketing• When done correctly, this fuels the top of the marketingfunnel, growing the program over and overKey Take-Aways66
    49. 49. The Customer Hourglass looks at the entire experience67
    50. 50. © 2011 Altimeter GroupSummary
    51. 51.  First, understand how customer uses mobile technologies intheir customer hourglass. Think bigger than the marketing department – customers desire afull experience. Seek input from marketing, sales, support, andloyalty programs Use data types in combination for deadly advantage: socialprofiles, with location data with historical preferenceSummary70
    52. 52. The intense work of the service providers and theburgeoning players of the mobile ecosystem in India, willsee many facets including value addedservices, promotions on mobile, apps as a medium in itselfand much, much more.So it is no longer the year of mobile, but a “decade ofmobile marketing and advertising” dawns upon us.