This document provides an executive summary for Airtel's proposed m-Ads mobile advertising platform. The summary includes: 1) The objectives of m-Ads are to make mobile ads attractive to client companies through high ROI, make ads appealing to subscribers, design impactful ads, and retain clients and subscribers long-term for sustainable income growth. 2) Mobile internet and device usage is growing rapidly in India, presenting a major market opportunity for mobile advertising estimated to grow 10-fold in the next 5 years. 3) The proposed business model outlines client and subscriber schemes, pricing models for ad inventory, and a communication strategy to convey benefits and gain adoption. 4) Financial projections estimate m-Ads

1. airtel iCreate 2012
Executive Summary
Airtel m-Ads
Sayan Maiti

2. Introduction
ObjectivesMarket Dynamics
The number of mobile internet users is
expected to be twice as that of PC internet
user by end of 2012
Mobile penetration in India is the second
highest in the world today and every month
over 8 million users are being added.
Portable communication devices like Tablets
and Smartphone's expected to grow
sevenfold from 2012 to 2013.
Mobile Advertising is set to grow ten-fold in
come five years.
Source : Asian Digital Marketing Association’s Digital Marketing Yearbook for 2012
To Make Airtel m-Ads* attractive to the
clients companies by achieving a high ROI
in terms of ad impact.
To make the end user subscribe to the
mobile ads rather than neglect them
( Make m-Ads* subscription attractive)
To design and place the advertisements in
a way that it catches the attention of the
end user.
To retain both the clients and the end
user(through subscription) for a long period
of time so that Airtel can gain sustainable
income.
To become the market leader in mobile ads
category in the next 5 years.
Cost
Benefit
Branding
Revenue
/ Profit
Impact
* m-Ads – Airtel’s advertisement platform ( As a part of our proposal)
0
200
400
600
800
1000
1200
2012 2013 2014 2015 2016
INRCrores
Market Opportunity
Total Mobile Ad Revenues

3. Client Needs & Capabilities Required
Desirable FeaturesReach
Targeting / Relevancy
Engagement
Viral
Bottom line Impact
0%
10%
20%
30%
40%
50%
60%
70%
Understanding
of mobile
medium
More Data
3rd parties
buying and
planning
Mobile
Standardisation
Agnostic Device
Platform
Single location
to plan & book
campaigns
All of them
0%
10%
20%
30%
40%
50%
60%
Aggregated
Reporting
Unique User
Tracking Third Party
Serving
Real Time
Bidding
All of them
Required Capabilities to drive Client
Adoption of m-Advertising
Factors for Scalability
• Clients can choose the ad inventory to meet
their desired advertising objective
• Pricing can be done on the basis of the
aggregate scores of all parameters

4. Business Model
The Model – Airtel m-Ads
AirtelClient
1
Client
n
m-Ads
Platform
Schemes - N Amount
= M Inventory + K Circles + T Time
Registers
Trial Offer ( Free ) : 0 Rs = 3
Inventory + 1 Circle + 1 Month
Introductory scheme: 10 K = 3
Inventory + 1 Circle + 2 Months
Jumbo Scheme : 1 Crore = 6
Inventory + 10 circles+ 1 year
...
...
User
1
User
n
Subscription
User needs to give at
least 3 preferred choice
of advertisement areas
during subscription e.g.
Mobiles, Entertainment,
Sports etc
Budget Scheme : 5 Lakh = 4
Inventory + 3 Circles + 3 Months
Subscription
 Free offers with initial
subscription eg Free 1
month GPRS/3G
Usage, free caller tune
for 1 month etc
 User will get points
based on his usage of
data/voice services
post m-Ads
subscription
Pricing of Inventories
EOCN
WAP
Location based
targeting
Voice Solutions
SMS
Audio Visual Content
HIGHERPRICED
Customized Schemes
0% 10% 20%
Phase3Phase2Phase1
Data
Mobile
Standardization
Understanding
of Mobile
Medium
Unique
User
Tracking
Third Party
Serving
Aggregated
Reporting
Experimental
Repeat
Campaigns
Mobile
Immersed
Client Adoption Process

5. Communication Strategy
m-Ads Benefits
CLIENT BENEFITS
 Trial offers to clients to build confidence and
trust in the system
 Variety of schemes ( Price wise ) to cater to
both big clients and MSME’s
 Discounts to regular clients
END USER BENEFITS
 Free services for 1 month to induce trial from
end users
 Loyalty points given to users based on
data/voice usage post subscription
 Points collected can be redeemed for
services from Airtel
Behavioral Targeting
Based on the usage
and the services
availed by the users,
specific ads will be
shown.
Geographic Targeting
Based on the location,
specific advertisements
will be shown. Eg
Restaurants, shopping
complexes nearby
Search Advertising
Relevant ads will be
shown based on what
the user searches on
search engines such
as Google.
Interactive ads
Interactive ads in the
form of games will be
used to keep the user
engaged.
Idle Screen Usage
The Idle screen of the
user will be used to
show relevant ads
and offers from
companies
Subliminal Advertising
Ads related to products
can be subliminally
placed in between apps,
games and sms to create
a sub-conscious impact.
 Turn Advertisements into
useful information
 Don’t disturb or annoy the
user by forcing messages
 Use Analytics for prediction of
relevant advertisements
 Take continuous user
feedback to improve service
 Through loyalty programmes
retain m-Ads subscribers and
turn them into brand
advocates
KEYCOMMUNICATOIN
STRATEGIES
Message to the end-user will be conveyed
through various innovative means

6. Marketing and Growth Strategy
Target Segments – End Users Target Segments – Clients/Companies
Growth
Strategy
 Pilot Launch in Metros and Category A Circles ( High Mobile Usage Circles)
 Horizontal Expansion - Expansion to category B and category C circles based on the
results of past launches in a phased manner
 Vertical Expansion – More inventories and innovative channels through which
advertisements are shown to the existing users.
Large
Companies
MSME’s
Small
Service
sector
enterprises
Noofpotentialclients
Advertising Budgets
Target Categories
MSME’s provide the most attractive proposition
followed by large companies based on market size.
Positioning – Airtel m-Ads will provide you the highest
ROI impact of advertisements and the flexibility to
choose your target audience.
Competitive Advantage – High Penetration of
mobiles, advanced methodology for targeting the right
audience, high ROI
m-Ads
subscribers
m-Ads non-subscribers
Try to move non subscribers
to m-Ads subscriber through
various channels such as
word of mouth, viral
marketing, PR
Relevant
Ads
General Ads
More
ImpactMore
data/voice
at less
cost
No benefits like
Loyalty points
Most attractive target segments – Students,
Working executives, Rural consumers
Positioning – Airtel m-Ads subscription will
provide you relevant information along with the
additional benefit of more value at the same price
through loyalty points that you can redeem for
various services.

7. Financial Projections
50%50%
WAP Development Fee
Broadcast Fee
20%
80%
SMS
0
200
400
600
800
1000
1200
2012 2013 2014 2015 2016
INRCrores
Revenue
Airtel revenues Total Mobile Ad Revenues
CAGR 133%
0
50
100
150
200
2012 2013 2014 2015 2016
INRCrores
Income
Airtel Income - SMS
Airtel Income - WAP
Total Airtel Income
Revenue Sharing Model
CAGR 80%
• Investment required only for Data Analytics and other
technological capabilities as development, design and
sales of advertisements is outsourced
• Human Capital investment – negligible
HIGH ROI
 Revenue Drivers
• Large subscriber base
• Huge amount of customer information (preferences,
voice & data usage, demographics)
 Drivers of Sustainability
• Technological capabilities to provide better targeting
• Higher CTR causing lower CPM/CPC for clients.
 Assumptions
• Current revenue share between WAP, In-App, SMS
remains constant for 5 years
• Overall mobile advertising business grows ten fold
in 5 years
Outsourcing
partners
Airtel

8. thank you