Blufi is a media platform that utilizes Bluetooth technology to target specific consumer segments across 20 cities in India, allowing brands to measure the effectiveness of their campaigns through real-time metrics. It enables precise targeting based on location and demographic profiles, particularly focusing on youth, who represent significant purchasing influence. The platform aims to deliver tailored brand communications and maximize impact with minimal media spillover, while also addressing challenges such as mobile platform issues.

1. BluFi and media mix

2. Targets the right consumers and measure the plan to 100%? Ensures you pay only on user downloading the communication? Ensures brand creative in its complete media richness reaches consumers? Includes reaching most personal device of the consumers? Does your media plan

3. Are you paying for On mobile platforms there are challenges in terms of GPRS availability, bandwidth issues and others Program viewership Ad viewership Or Static text impression Brand communication Or Completed deliveries Attempts to deliver Or

4. Brand communication in rich media format TVC’s, animated flyers, coupons etc Direct to Targeted consumers mobile Payment only on successful delivery of content to consumers mobile ( Pay per download) Maximum impact with Minimum media spill over Presenting

5. BluFi media availability BluFi deployment across 20 cities in India Nation wide reach through 50+malls, Shopping streets, Baristas, CCD, Spencer, Shoppers stop, McDonalds, etc 50M+ footfall, 2M+ engaging users with 60% new users each month Corporate locations Airports Activations Modern Retail Events OOH Hangout Customized media based on demand Bus stop hoardings Outdoor @ Branches, ATM centers and events

6. Planning and measurement Planning based on historical projections Precise Targeting Location specific data Reach and frequency planning Accurate measurement in real time By measuring downloads and various metrics provided Fine-tuning of campaign using real time data available

7. Research Methodology & Sample Size There are 2 kinds of data used in this report Network data – Uses metrics obtained from BluFi network. Sample space of nearly 1 Million unique consumers ( Who account for 100% of consumers on our network), 200+ BluFi locations Profile captured is true representation of the data Survey data - Uses survey data conducted on users mobile Sample space of 100K+ unique consumers who participated in the survey voluntarily No human error as the data was collected using digital process

8. BluFi enables targeting and measurement based on the locations and profiles Network analytics Access to consumers spread in 18+ cities with Mumbai, Delhi and Bangalore forming the bulk of traffic Access to both male and female audience Source –Network data Source –Survey data Input to planners Based on locations and time targeting Specific activation through content delivered Male/ Female targeting Plan campaigns only in one of the 18 cities BluFi in each of Mumbai/Delhi/ BLR would offer reach to 200K + targeted consumer base City based targeting

9. BluFi enables reach to consumers closer to shopping and consumers with high net worth Network analytics 72% of the inventory targets who are very close to points of purchase 60% of the inventory reaches out to corporate Source –Network data Source –Network data Input to planners Based on locations, time and handset based targeting Specific activation through content delivered Planning to reach specific profiles By planning campaigns on BluFi planners can reach 72% of the consumers closer to POS and 60% of the consumers with corporate profile Access to specific profiles

10. BluFi consumer priorities 73% wanted to constantly know about new products coming up in the market 63% are interested in fashion and latest trends 63% are interested in holidaying abroad 22% are planning to buy a new 2 wheeler and 32% of them are planning to go for 4 wheeler within an year 71% would access BluFi for the second time within a month and 35% of them would access BluFi atleast 5 times within a month 59% are interested in accepting communication from Liquor companies

11. BluFi is an ideal platform for reaching youth Data from the network 58% of the network basically targets youth and based on the survey results 83% of the customers on the network are youth Youth represents not only buying power but also offer huge influence on buying decision Survey indicates > 70% of the youth have direct influence on what products their parents purchase and > 60% influence on what their friends purchase Source –Network data Source –survey data Input to planners Based on locations, time and handset based targeting Specific activation through content delivered Planning to reach specific profiles Campaigns on BluFi would reach 83% of the youth audience Reach to youth

12. BluFi enables Phone based targeting Network Analytics Handset market is dominated by Nokia Smart phone (e.g. Nokia Eseries) users have more liking for BluFi compared to other customers Source – BluFi Survey Source –Network data Input to planners Different creative and communication can be delivered to different phones based on the cost and profile of the handsets E.g.. Deliver promotions of formal apparels to smart phone users Target based on the cost / profile of the handsets Different creative and communication could be delivered to different users phones E.g.. Promote new model of Nokia to all users of specific phone Target based on user handsets

13. Smart phones represent huge opportunity to reach working class Network analytics Smart phone market is further dominated by Nokia but to lesser extent compared to overall handset market Male and female audience with smart phones demonstrate equal acceptance of the medium Source –Network data Source –Survey data Brands can target users of specific smart phones Smart phone specific campaigns

14. Education @ location (Banners, promoters) Education through media partnerships (MTV, radio and others) BluFi consumer acceptance stack Always on Bluetooth customers, BluFi loyal consumers Campaign specific promotions and activations 10-55% 2-7% 5-15% Users without Bluetooth/ inactive Rest Potential reach 5-60% of footfalls with 15% average

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