M-Commerce

1. FOR MOBILE DEVICES
Think Apps, Not Ads

2. Surveys show that 4 out of 5 people
dislike mobile advertising

3. New media require new methods of
advertising and those evolve over time

4. Why the present mobile
ads do not work??

5. Display ads function well in print and on
desktop computers.
But, is the same true for mobile ads??

6. Mobile is a private venue

7. Mobile ads pop up in unexpected spaces

8. THE “FAT FINGER” EFFECT

9. SOME

11. • Smartphone apps fall into five categories:
• Games and entertainment, which, according to one study, account for
42% of time spent on
• smartphones;
• Social networks (especially Facebook), which account for another 31%
of smartphone time;
• Utilities, including maps, clocks, calendars, cameras, and e-mail;
• Discovery, including apps for Yelp, TripAdvisor, and Flixster;
• Brands, such as Nike and Red Bull.

12. Instead of buying tiny banner advertisements,
marketers should create apps that add value to
consumers’ lives and enhance long-term
engagement with their brands

13. Why users choose apps??

14. 1) ADD CONVENIENCE

15. Monitoring of flights

16. Track bank balances and pay bills through
mobile apps

17. 2) Offer Unique Value

18. NIKE PLUS
an app (originally for iPods, now available for
most smartphones) that works with a special
chip in runners’ shoes to monitor speed,
distance, and calories burned.

19. Nike credits the app with having driven
growth of 30% in its running division as of
2012

20. Provides Social Value

22. Marketers will get better results by
communicating with consumers in a format
that enhances their lives and offers long-term
value

23. Relation with the Concepts of Marketing
Management

24. A market research plan should be developed
in order to understand the consumer needs.

26. Hybrid Channels and Multichannel Marketing
• Today’s successful companies typically employ hybrid
channels and multichannel marketing,multiply-ing the
number of “go-to-market” channels in any one market area.
• Hybrid channels or multi-channel marketing occurs when a
single firm uses two or more marketing channels to reach
customer segments.

27. Mobiles can be a very important component
of multichannel marketing.

28. GPS-type features can help identify shop-
ping or purchase opportunities for consumers for
their favorite brands.

29. DELIVERING VALUE
• Customers are value maximizers.
• They form an expectation of value and act on it.
• Buyers will buy from the firm that they perceive to offer the highest
customer-delivered value.
Apps are an excellent way of providing value in
M-commerce.

30. Lets have an insight from the Indian
Context!!

31. How many of you were prompted to watch
Bombay Velvet after catching a glimpse of the
movie on Star India’s mobile app Hotstar?

32. This was the first time that a Bollywood movie had been
promoted on a mobile app and it got viewers talking.

33. An hour long chat show of the interview of the cast
was premièred on the app.

34. Next, film studio Fox Star India, a Rupert Murdoch
company, rolled out an exclusive preview of the film to
Hotstar’s 15-million audience base on May 10. The movie
preview comprised four minutes of selected scenes from
the film.

35. INNOVATIVE??

36. Meanwhile, Sony Entertainment Television, part of television broadcast
company Multi Screen Media (MSM), premiered its mythology-based series
Sankat Mochan Mahabali Hanumaan last month on its mobile application
Sony LIV. The online premiere took place at 12 noon on May 4, eight hours
before it debuted on television screens on prime-time the same day.

37. This has now become a ritual as every episode of the
show is first aired on the app, followed by a telecast on
TV.

38. Many travel companies are giving extra
discounts on bookings from mobile apps

39. These examples reflect that people are
beginning to understand that brand value
can’t be developed by cheap advertisements

40. DISCLAIMER
Created by Ankur Agrawal, IIT Kanpur, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com