This document provides a summary of bulk SMS as a business opportunity in India. It discusses the Indian market opportunity for bulk SMS, including perceived value and practical value to users. It also outlines various application areas for bulk SMS, including internet portals, mobile advertising, and enterprise users. The document then discusses key factors for success, including message content, personalization, consumer control, and media costs. It also analyzes the Indian market challenges and provides perspectives on modeling an effective SMS marketing strategy.

1. BULK SMS: A BUSINESS ANALYSIS PRESENTED BY: PRASHANT SAXENA

2. INDIAN MARKET OPPORTUNITY Perceived Value - Perceived value of a VAS depends on perceived rather than the actual utility to the end user: BRAND ASSOCIATIONS Practical Value - Practical value is completely based on tangible benefits derived from the service: REVENUE SHARING Source - MobilePundit, IMRB, Isuppli

3. BULKSMS APPLICATION AREAS

4. Internet Portal Payment Facilitator Enterprise Content Developer Application Service Provider Mobile Advertising Buyers Mobile Portal Content Developer Content Provider Content Aggregator Wholesale SMS Value Network Terminal Vendor Network Vendor Gateway Provider Mobile Network Operator Service Provider Mobile Virtual Network Operator Sellers

5. BULK SMS CONSUMER DRIVERS

6. Message Success Factors: Content Personalization Consumer Control Success Measure: Consumer Attention Consumer Behavior Cost Ratios BULK SMS CRITICAL SUCCESS FACTORS Media Success Factors: Device Technology Transmission Process Product Fit Media Cost EFFECTIVE SMS MARKETING MODEL

7. INDIAN MARKET CHALLENGES

8. CONSUMER BEHAVIOR PERSPECTIVE

9. BEHAVIOR BELIEFS ATTITUTDE TOWARDS FOR BEHAVIOR NORMATIVE BELIEF SUBJECTIVE NORM INTENTION BEHAVIOR CONSUMER BEHAVIOR FOR BULK SMS CONTROL BELIEFS PERCEIVED BEHAVIORAL CONTROL ACTUAL BEHAVIORAL CONTROL

10. CONSUMER BEHAVIOR FOR BULK SMS TOTAL BEHAVIORAL ATTITUDE – SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE (3*0.8) + (-5*0.9) + (-4*0.6) + (2*0.8) + (4*0.9) + (-3*0.6) = -1.1 (Slightly Negative) Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit

11. CONSUMER BEHAVIOR FOR BULK SMS TOTAL SUBJECTIVE NORM – SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE (4*0.7) + (-2*0.9) + (3*0.5) + (3*0.3) = 3.4 (Moderately Positive) Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit

12. CONSUMER PREFERENCE FACTORS

13. CONSUMER PREFERENCE SCENARIOS

14. MARKET PLAYERS

15. Visionary Leadership Corporate Memberships, SMS Surveys, User Generated Product Ideas, etc PhoneLinx Communications, Solix Technologies, Innova Health Systems Ltd, Netstart Technologies & Eastern Michigan University Futuristic Prospects INDYAROCKS Core Values & Concepts K-Capital, Hyderabad 10k Marathon, TiE-ISB Connect, Online short film festival and VLSI International Conference Customer- Driven Excellence Social Money – SMS & Video No SPAMMING “Friends Network" only Highly Targeted & Profile Based Valuing Partners

16. SENDING SMS or UPLOADS – 10 P BULK SMS PORTAL SMS OR VIDEO SERVICES RECEIVING SMS or VIEWS – 10 P REVENUE SHARING PER SMS INDYAROCKS SOCIAL MONEY TELECOM PROVIDER ADVERTISER “40% ACTIVE SMS USERS PAID BLOGS 5 – 10 sec & 40 Characters Ads 2 Million Users & 28 min average time spend” – KALYAN MANYAM

17. Social Money Introduction – 20 Sept, 2007 User Revenue sharing program for Fropper? SOCIAL MONEY IMPACT

18. MyToday - SNAPSHOTS

19. Subscription Details Updates

20. Mass & Targeted Advertising Invited Advertising

21. MyToday - SNAPSHOTS

22. SMSGUPSHUP - ORIGINS

23. SMSGUPSHUP UPDATES

24. SMSGUPSHUP - MISSOUTS

25. PEOPLE GROUP – BULK SMS SUGGESTIONS

26. Message Consumer Attention Consumer Attitudes Content Personalization Consumer Control Consumer Intention Perceived Media Usefulness Ease of Use Consumer Behavior Device Technology Transmission Process Product Fit Media Cost SMS ADVERTISING MODEL Peer Influence THE CORPORATE BULKSMS ADVERTSING MODEL – A PERSPECTIVE

27. SMS ADVERTISING MODEL – MESSAGE CONTENT Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing

28. SMS ADVERTISING MODEL – MESSAGE PERSONALIZATION Source: R.T. Watson, et al., Electronic Commerce: The Strategic Perspective, Dryden, Fort Worth, TX, 2000.

29. SMS ADVERTISING MODEL – CONSUMER CONTROL Source: CNN, New Switching Rules May Trash Millions of Cell Phones, Cable Network News (October 31), 2003.

30. SMS ADVERTISING MODEL – DEVICE TECHNOLOGY Source: H.M. Yunos, J.Z. Gao, S. Shim, Wireless advertising challenges and opportunities,

31. SMS ADVERTISING MODEL – DEVICE TECHNOLOGY Source: F. Newell, K.N. Lemon, Wireless Rules – New Marketing Strategies for CRM

32. SMS ADVERTISING MODEL – PRODUCT FIT Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing

33. SMS ADVERTISING MODEL – PRODUCT FIT *Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.

34. SMS ADVERTISING MODEL – CONSUMER BEHAVIOR *Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.

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36. THANK YOU