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Bulk SMS Market in India

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Bulk SMS Market in India

  1. 1. BULK SMS: A BUSINESS ANALYSIS<br />PRESENTED BY:<br />PRASHANT SAXENA<br />
  2. 2. INDIAN MARKET OPPORTUNITY<br />Perceived Value - Perceived value of a VAS depends on perceived rather than the actual utility to the end user: BRAND ASSOCIATIONS<br />Practical Value - Practical value is completely based on tangible benefits derived from the service: REVENUE SHARING<br />Source - MobilePundit, IMRB, Isuppli<br />
  3. 3. BULKSMS APPLICATION AREAS<br />
  4. 4. Internet Portal<br />Payment Facilitator<br />Enterprise<br />Content Developer<br />Application Service Provider<br />Mobile Advertising<br />Buyers<br />Mobile Portal<br />Content Developer<br />Content Provider<br />Content Aggregator<br />Wholesale SMS Value Network<br />Terminal Vendor<br />Network Vendor<br />Gateway Provider<br />Mobile Network Operator<br />Service Provider<br />Mobile Virtual Network Operator<br />Sellers<br />
  5. 5. BULK SMS CONSUMER DRIVERS<br />
  6. 6. Message Success Factors:<br />Content<br />Personalization<br />Consumer Control<br />Success Measure:<br />Consumer Attention<br />Consumer Behavior<br />Cost Ratios<br />BULK SMS CRITICAL SUCCESS FACTORS<br />Media Success Factors:<br />Device Technology<br />Transmission Process <br />Product Fit<br />Media Cost<br />EFFECTIVE SMS MARKETING MODEL<br />
  7. 7. INDIAN MARKET CHALLENGES<br />
  8. 8. CONSUMER BEHAVIOR PERSPECTIVE<br />
  9. 9. BEHAVIOR <br />BELIEFS<br />ATTITUTDE <br />TOWARDS <br />FOR <br />BEHAVIOR<br />NORMATIVE<br />BELIEF<br /> SUBJECTIVE <br />NORM<br />INTENTION<br />BEHAVIOR<br />CONSUMER BEHAVIOR FOR BULK SMS<br />CONTROL<br />BELIEFS<br />PERCEIVED<br />BEHAVIORAL<br />CONTROL<br />ACTUAL <br />BEHAVIORAL<br />CONTROL<br />
  10. 10. CONSUMER BEHAVIOR FOR BULK SMS<br />TOTAL BEHAVIORAL ATTITUDE –<br />SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE<br />(3*0.8) + (-5*0.9) + (-4*0.6) + (2*0.8) + (4*0.9) + (-3*0.6) = -1.1 (Slightly Negative)<br />Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit<br />
  11. 11. CONSUMER BEHAVIOR FOR BULK SMS<br />TOTAL SUBJECTIVE NORM –<br />SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE<br />(4*0.7) + (-2*0.9) + (3*0.5) + (3*0.3) = 3.4 (Moderately Positive)<br />Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit<br />
  12. 12. CONSUMER PREFERENCE FACTORS<br />
  13. 13. CONSUMER PREFERENCE SCENARIOS<br />
  14. 14. MARKET PLAYERS<br />
  15. 15. Visionary Leadership<br />Corporate Memberships, SMS Surveys, User Generated Product Ideas, etc<br />PhoneLinx Communications, Solix Technologies, Innova Health Systems Ltd, Netstart Technologies & Eastern Michigan University<br />Futuristic Prospects<br />INDYAROCKS Core Values & Concepts<br />K-Capital, Hyderabad 10k Marathon, TiE-ISB Connect, Online short film festival and VLSI International Conference<br />Customer- Driven <br />Excellence<br />Social Money – SMS & Video <br />No SPAMMING<br />“Friends Network&quot; only<br />Highly Targeted & Profile Based<br />Valuing Partners<br />
  16. 16. SENDING SMS or UPLOADS – 10 P<br />BULK SMS PORTAL<br />SMS OR VIDEO SERVICES<br />RECEIVING SMS or VIEWS – 10 P<br />REVENUE SHARING PER SMS<br />INDYAROCKS SOCIAL MONEY<br />TELECOM PROVIDER<br />ADVERTISER<br />“40% ACTIVE SMS USERS<br />PAID BLOGS<br />5 – 10 sec & 40 Characters Ads<br />2 Million Users & 28 min average time spend” – KALYAN MANYAM<br />
  17. 17. Social Money Introduction – 20 Sept, 2007<br />User Revenue sharing program for Fropper?<br />SOCIAL MONEY IMPACT <br />
  18. 18. MyToday - SNAPSHOTS<br />
  19. 19. Subscription Details<br />Updates<br />
  20. 20. Mass & Targeted Advertising<br />Invited Advertising<br />
  21. 21. MyToday - SNAPSHOTS<br />
  22. 22. SMSGUPSHUP - ORIGINS<br />
  23. 23. SMSGUPSHUP UPDATES<br />
  24. 24. SMSGUPSHUP - MISSOUTS<br />
  25. 25. PEOPLE GROUP – BULK SMS SUGGESTIONS<br />
  26. 26. Message<br />Consumer Attention<br />Consumer Attitudes<br />Content<br />Personalization<br />Consumer Control<br />Consumer Intention<br />Perceived<br />Media<br />Usefulness<br />Ease of Use<br />Consumer Behavior<br />Device Technology<br />Transmission Process<br />Product Fit<br />Media Cost<br /> SMS ADVERTISING MODEL<br />Peer Influence<br />THE CORPORATE BULKSMS ADVERTSING MODEL – <br />A PERSPECTIVE<br />
  27. 27. SMS ADVERTISING MODEL – MESSAGE CONTENT<br />Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing<br />
  28. 28. SMS ADVERTISING MODEL – MESSAGE PERSONALIZATION<br />Source: R.T. Watson, et al., Electronic Commerce: The Strategic Perspective, Dryden, Fort Worth, TX, 2000.<br />
  29. 29. SMS ADVERTISING MODEL – CONSUMER CONTROL<br />Source: CNN, New Switching Rules May Trash Millions of Cell Phones, Cable Network News (October 31), 2003.<br />
  30. 30. SMS ADVERTISING MODEL – DEVICE TECHNOLOGY<br />Source: H.M. Yunos, J.Z. Gao, S. Shim, Wireless advertising challenges and opportunities,<br />
  31. 31. SMS ADVERTISING MODEL – DEVICE TECHNOLOGY<br />Source: F. Newell, K.N. Lemon, Wireless Rules – New Marketing Strategies for CRM<br />
  32. 32. SMS ADVERTISING MODEL – PRODUCT FIT<br />Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing<br />
  33. 33. SMS ADVERTISING MODEL – PRODUCT FIT<br />*Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.<br />
  34. 34. SMS ADVERTISING MODEL – CONSUMER BEHAVIOR<br />*Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.<br />
  35. 35. Health:<br />e.g. Honey with milk is a good combination for health & vigour. Have one glass of milk with one spoon of honey daily!<br />Spirituality:<br />e.g. Guru FatehPyaareo, SannuApneDostan - Rishteydara De Number SMS Karo Te Ohna Nu Vi SikhNetworkDaHissaBanao .<br />News:<br />e.g. Pakistan confirms delay in election,US diplomat killed in Sudan,80 revellers molest 2 girls on New Year in Mumbai .<br />Finance:<br />e.g. TAXALERTS: 5TH JANUARY 2008 IS DUE DATE FOR SERVICE TAX PAYMENT FOR MONTH / QUARTER ENDING DEC 07.<br />Music:<br />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..<br />Gaming:<br />e.g. Get ready for ursemifinals today @ 5.30 ,chkurscedule in www.onlineleague.net ,team rakion .<br />SMSGUPSHUP CORPORATE ANGLE<br />Party:<br />e.g. Begin ur new years(2008) party season from TONITE @*premium hotel in juhu*.til3am..finally a place widmuzik u like.. dhaval 98xxxxxxxx<br />Sports:<br />e.g. Villa scored a late winner against Spurs & moved to 5th position. Today&apos;s Matches: BBurn-Sund, Bolt-Derb, Liv-Wigan, Newc-ManC<br />Education:<br />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.<br />.<br />
  36. 36. THANK YOU<br />
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    Jul. 14, 2017
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    Dec. 12, 2015
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    Dec. 8, 2015
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    Aug. 29, 2014
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    Jun. 26, 2011
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