SlideShare a Scribd company logo
Go to market and User Growth Plan
for OTT @ India
SUMAN MISHRA
New OTT Player : Towards 10 million MAU
People visit the landing page
(Desktop and mobile)

DISCOVERY

People turn Customers. Enter their
credentials : email id or mobile number

SIGNUPS

Customers come back to service. Use
the features of the product.

ENGAGEMENT

Customers talk about our product and
bring their network to the product.

VIRAL

10,000,000
MAU
Note: Not including Revenue in the current discussion
A bit about the “probable” customer
16%

Have
internet Access

84%

Don’t
have
Internet
Access

Mobile handset
Is a Smart Phone

19%
81%
Feature Phone

12%
88%
Don't access internet
from mobile

Access internet
From
Mobile
Defining the value and positioning.. Discn needed
 Value
 Bringing friends together ?
 Publishing platform for companies ?
 Generating content ?
 Free international calls ?

 Market and Positioning
 What’s the differentiator?
Key Observations
 Substantial portion of the target segment ( youth) offline
 Trend of Mobile only and mobile first internet users
 Out of those who are online, majority have feature phone
 Those who have access to mobile internet and have smart Phone are

using it for communication, Facebook, search, entertainment apart
from messaging APP
 The messaging APP has low entry barrier, and exit/switching cost
 Messaging APP in the market showing uptake because of
 Content Push like Twitter, WeChat
 Incumbents like G+, FB, Skype
 Device Push like Nimbuzz, ChatOn
 Bringing friends together

 Niche values : skills (LinkedIn)
Key Propositions….

…(1/2)

16%

84%

Don’t
have
Internet
Access

Should we not get them as
customer before they onboard the
internet ?
OFFLINE and DESKTOP Plan
Need

19%

81%
Feature Phone

Should we not get them as
customer before they onboard to
smart Phone?
Should they be excluded from
the network of friends ?
FEATURE PHONE Plan Need

A
Key Propositions….

…(2/2)

Use Messaging App

29%

A
On Mobile Internet
but not using
messaging App

71%

Drive the users on mobile
internet towards the OTT
Switch strategy for those
already on messaging APP
On boarding and Switch Plan

S

W

• Brand name
• R&D ?
• Japan as test bed

• Lost first mover advt
• Desktop version
• Feature Phone version
• Device relationship

O

T

• Untapped market
• Mobile first and
mobile only
• Enterprise Comn

• Low Switching cost
• Sustenance cost
• Incumbent players
• Regulations
• Loyal competitor base
Offline and Desktop Plan
 Capture the “untapped” market – offline customers
 Customers should be able to access a variant of product without

internet
 Hook to move to evolved version of product
 Desktop customers
 Low touch version of product – browser (non downloadable)
 Can do more in less – provide them the option to send email, browse

interesting content , communicate and share
 Carry the signup, network and their content to mobile
Driving the TG to the OTT landing page
 Relevant Targeted Web advertisements
 Channel / Alliance
 Operator touch points
 Buy

Liaise with existing gateway and players
 Operator branded
 Build
 Create an offline version of product . Make India the test bed and beach front strategy*
#USSDversionofproduct
 Use CDR to create account ** #OTTaccountcreationusingcdrrevivethediscsn


 Device and OEM Channel
 #seedingthemarketwithplayerslikehuawei #revivethediscussion

 Retail
 Select Wi-Fi Channels

 Content value chain
 Being their distribution arm*** #secondscreen #settopbox #nookialifetools
From Visits and downloads to signups
 Slim client
 Create a log out version of the product* #revivethediscntwtr
 Minimal steps to sign on
 Getting back to visitors who didn’t sign up but not create the

“irritation”
From signups to Usage
 Push
 Send a reminder of the account inactivity
 Tell about new features in product
 Tell about new friends who have joined

 Pull
 Alerts/Reminders: Birthday , Events
 Ride on the wave of users on internet already
 New Content
 Utilities, Search
From usage to making it viral
 Should create a buzz when they use the product
 Low touch in pulling in friends
 Integrate with Call records
 Integrate with Address Book* #createoptionforphonebookoncloud
 Alliance with non competing players example “slideshare” , “quora”
Appendix
Dipstick on where we are today …
About the competitors ..
About the complementors…
What we could learn from others…

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Go to Market Plan for new OTT players in India

  • 1. Go to market and User Growth Plan for OTT @ India SUMAN MISHRA
  • 2. New OTT Player : Towards 10 million MAU People visit the landing page (Desktop and mobile) DISCOVERY People turn Customers. Enter their credentials : email id or mobile number SIGNUPS Customers come back to service. Use the features of the product. ENGAGEMENT Customers talk about our product and bring their network to the product. VIRAL 10,000,000 MAU Note: Not including Revenue in the current discussion
  • 3. A bit about the “probable” customer 16% Have internet Access 84% Don’t have Internet Access Mobile handset Is a Smart Phone 19% 81% Feature Phone 12% 88% Don't access internet from mobile Access internet From Mobile
  • 4. Defining the value and positioning.. Discn needed  Value  Bringing friends together ?  Publishing platform for companies ?  Generating content ?  Free international calls ?  Market and Positioning  What’s the differentiator?
  • 5. Key Observations  Substantial portion of the target segment ( youth) offline  Trend of Mobile only and mobile first internet users  Out of those who are online, majority have feature phone  Those who have access to mobile internet and have smart Phone are using it for communication, Facebook, search, entertainment apart from messaging APP  The messaging APP has low entry barrier, and exit/switching cost  Messaging APP in the market showing uptake because of  Content Push like Twitter, WeChat  Incumbents like G+, FB, Skype  Device Push like Nimbuzz, ChatOn  Bringing friends together  Niche values : skills (LinkedIn)
  • 6. Key Propositions…. …(1/2) 16% 84% Don’t have Internet Access Should we not get them as customer before they onboard the internet ? OFFLINE and DESKTOP Plan Need 19% 81% Feature Phone Should we not get them as customer before they onboard to smart Phone? Should they be excluded from the network of friends ? FEATURE PHONE Plan Need A
  • 7. Key Propositions…. …(2/2) Use Messaging App 29% A On Mobile Internet but not using messaging App 71% Drive the users on mobile internet towards the OTT Switch strategy for those already on messaging APP On boarding and Switch Plan S W • Brand name • R&D ? • Japan as test bed • Lost first mover advt • Desktop version • Feature Phone version • Device relationship O T • Untapped market • Mobile first and mobile only • Enterprise Comn • Low Switching cost • Sustenance cost • Incumbent players • Regulations • Loyal competitor base
  • 8. Offline and Desktop Plan  Capture the “untapped” market – offline customers  Customers should be able to access a variant of product without internet  Hook to move to evolved version of product  Desktop customers  Low touch version of product – browser (non downloadable)  Can do more in less – provide them the option to send email, browse interesting content , communicate and share  Carry the signup, network and their content to mobile
  • 9. Driving the TG to the OTT landing page  Relevant Targeted Web advertisements  Channel / Alliance  Operator touch points  Buy Liaise with existing gateway and players  Operator branded  Build  Create an offline version of product . Make India the test bed and beach front strategy* #USSDversionofproduct  Use CDR to create account ** #OTTaccountcreationusingcdrrevivethediscsn   Device and OEM Channel  #seedingthemarketwithplayerslikehuawei #revivethediscussion  Retail  Select Wi-Fi Channels  Content value chain  Being their distribution arm*** #secondscreen #settopbox #nookialifetools
  • 10. From Visits and downloads to signups  Slim client  Create a log out version of the product* #revivethediscntwtr  Minimal steps to sign on  Getting back to visitors who didn’t sign up but not create the “irritation”
  • 11. From signups to Usage  Push  Send a reminder of the account inactivity  Tell about new features in product  Tell about new friends who have joined  Pull  Alerts/Reminders: Birthday , Events  Ride on the wave of users on internet already  New Content  Utilities, Search
  • 12. From usage to making it viral  Should create a buzz when they use the product  Low touch in pulling in friends  Integrate with Call records  Integrate with Address Book* #createoptionforphonebookoncloud  Alliance with non competing players example “slideshare” , “quora”
  • 13. Appendix Dipstick on where we are today … About the competitors .. About the complementors… What we could learn from others…