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 ANALYSISPRESENTED BY:PRASHANT SAXENA

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

3. BULKSMS APPLICATION AREAS

4. Internet PortalPayment FacilitatorEnterpriseContent DeveloperApplication Service ProviderMobile AdvertisingBuyersMobile PortalContent DeveloperContent ProviderContent AggregatorWholesale SMS Value NetworkTerminal VendorNetwork VendorGateway ProviderMobile Network OperatorService ProviderMobile Virtual Network OperatorSellers

5. BULK SMS CONSUMER DRIVERS

6. Message Success Factors:ContentPersonalizationConsumer ControlSuccess Measure:Consumer AttentionConsumer BehaviorCost RatiosBULK SMS CRITICAL SUCCESS FACTORSMedia Success Factors:Device TechnologyTransmission Process Product FitMedia CostEFFECTIVE SMS MARKETING MODEL

7. INDIAN MARKET CHALLENGES

8. CONSUMER BEHAVIOR PERSPECTIVE

9. BEHAVIOR BELIEFSATTITUTDE TOWARDS FOR BEHAVIORNORMATIVEBELIEF SUBJECTIVE NORMINTENTIONBEHAVIORCONSUMER BEHAVIOR FOR BULK SMSCONTROLBELIEFSPERCEIVEDBEHAVIORALCONTROLACTUAL BEHAVIORALCONTROL

10. CONSUMER BEHAVIOR FOR BULK SMSTOTAL 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 SMSTOTAL 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 LeadershipCorporate Memberships, SMS Surveys, User Generated Product Ideas, etcPhoneLinx Communications, Solix Technologies, Innova Health Systems Ltd, Netstart Technologies & Eastern Michigan UniversityFuturistic ProspectsINDYAROCKS Core Values & ConceptsK-Capital, Hyderabad 10k Marathon, TiE-ISB Connect, Online short film festival and VLSI International ConferenceCustomer- Driven ExcellenceSocial Money – SMS & Video No SPAMMING“Friends Network" onlyHighly Targeted & Profile BasedValuing Partners

16. SENDING SMS or UPLOADS – 10 PBULK SMS PORTALSMS OR VIDEO SERVICESRECEIVING SMS or VIEWS – 10 PREVENUE SHARING PER SMSINDYAROCKS SOCIAL MONEYTELECOM PROVIDERADVERTISER“40% ACTIVE SMS USERSPAID BLOGS5 – 10 sec & 40 Characters Ads2 Million Users & 28 min average time spend” – KALYAN MANYAM

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

18. MyToday - SNAPSHOTS

19. Subscription DetailsUpdates

20. Mass & Targeted AdvertisingInvited Advertising

21. MyToday - SNAPSHOTS

22. SMSGUPSHUP - ORIGINS

23. SMSGUPSHUP UPDATES

24. SMSGUPSHUP - MISSOUTS

25. PEOPLE GROUP – BULK SMS SUGGESTIONS

26. MessageConsumer AttentionConsumer AttitudesContentPersonalizationConsumer ControlConsumer IntentionPerceivedMediaUsefulnessEase of UseConsumer BehaviorDevice TechnologyTransmission ProcessProduct FitMedia Cost SMS ADVERTISING MODELPeer InfluenceTHE CORPORATE BULKSMS ADVERTSING MODEL – A PERSPECTIVE

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

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

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

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

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

32. SMS ADVERTISING MODEL – PRODUCT FITSource: 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