Hindustan Unilever is a document about marketing excellence that contains the following key points: 1) It analyzes internet and mobile usage behaviors in India compared to other markets, finding that email, job hunting, music and news are most popular online in India. Mobile photos, music and videos have potential to grow with 3G. 2) Social networking is growing significantly as a category in India. E-commerce is less used in emerging markets like India compared to developed countries. 3) Primary research was conducted through focus groups and interviews to understand customer preferences and barriers to mobile internet adoption in India. Key findings suggest that usability of phones and understanding of technology hinders more widespread adoption.

1. HINDUSTAN UNILEVER
‘LESSONS IN MARKETING EXCELLENCE’

2. Contents

3. International Internet Usage Behavior
Percentage of Internet users engaging in various online
Percentage of mobile users engaging in various activities
activities
Key findings for India vis-à-vis other markets
E-Mail, Job Hunting, Instant Messaging, Online Music, News, Sports and e-greetings as a category is most used by the
Indian Internet User
Mobile Photos, Mobile Music, Mobile Gaming and Mobile Video in India is not used currently but can be expected to
take off with 3G introduction
Online Video, even though is very popular, Mobile video is not used much in other countries. Mobile Music is more
popular than mobile videos
e-Commerce, popular in developed countries but still not much used in emerging countries
Social Networking as a category growing
“Other” in India represents sports (57%), e-greetings (57%), dating and friendship
(51%) Secondary Primary Results and
Recommendatio
Source: BCG Report “The Internet’s New Billion”, 2009 Research Research n

4. International Internet Usage
Behavior: US
Categories of Internet Usage on mobile, Categories of General Internet Usage on mobile,
US US
Key findings – App Usage, US
Email, Social Networking, Portals, Search and News form the top 5 categories for mobile Internet Usage.
For Mobile Internet Email takes precedence over social networking. The trend is reverse in the case of general
internet usage
Sports, Music, Weather and News and Current events are additional categories that are accessed on the mobile and
do not figure on general internet usage
Source: Nielsen Report
http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-
media-and-games-dominate-activity/ Secondary Primary Results and
Recommendatio
http://blog.nielsen.com/nielsenwire/online_mobile/top-mobile-phones-sites-and- Research Research n

5. International App Usage: Learning from the
US Categories of Apps Used - US Categories of Apps Used across Mobiles
Source: The Nielsen Company, Reports 2009-2010
Source: The Nielsen Company, Reports 2009-
2010 Key findings – App Usage, US
Games, Weather, Navigation/Maps/ Search, Social
Networking, Music and News constitute the top 6 apps.
Video/Movies, not as popular as that in General
Top Consumer Internet Usage – Can be attributed to the smaller screen
Mobile Apps for size of the mobile phones
2012 App Usage does not vary much across mobile phone
makes and the kind of OS
Mobile Health Monitoring, Money Transfer and Mobile
Payments expected to grow in future
Secondary Primary Results and
Recommendatio
Research Research n
Source: Gartner, http://www.gartner.com/it/page.jsp?id=1230413

6. India General Internet Usage
Preferences of Online Services across demographic
India – Purpose of Internet Access
segments
Key findings for Internet Usage based on demographics
Booking Railway tickets on the Internet through IRCTC forms the bulk of the mobile transactions.
Financial Information Search is another important purpose of Internet access
Different parts of the target segments have different need-states and access the internet for
different purposes
“School going Kids” access Internet predominantly for “Information”
“Young Men” access Internet predominantly for “E-Mail”
“College going” take the middle path
“Entertainment” as a category receives lesser acceptance with age
Source: IAMAI Report
Secondary Primary Results and
http://www.iamai.in/Upload/Research/icube_new_curve_lowres_39.pdf Recommendatio
Research Research n

7. India, General and Mobile Internet
Usage: Target Segments
Target
s
Key findings for Internet Usage based on demographics
Categories “School Going Kids”, “College Going Students” and “Young Men” together constitute 72% of total General
Internet Usage. The same categories constitute 79% of mobile Internet usage.
General Internet has been around in India for over a decade and it can be assumed as the precursor to mobile internet
usage. In the short term (18-24 months), these segments will constitute the Early Adopters/ Early Majority of Internet
usage on Mobile
One advantage of mobile Internet usage is the prevalence of mobile phones
Source: IAMAI report, Secondary Primary Results and
Recommendatio
http://www.iamai.in/Upload/Research/icube_new_curve_lowres_39.pdf Research Research n

8. Primary Research:
Methodology
Secondary Primary Results and
Recommendatio
Research Research n

9. Findings
• “Billing is faulty!” •“People have great difficulty dealing with the settings their
• “No Java Facebook application works” phone to access the net”
•“The keypad on most phones is a hurdle point preventing
• “Does it work inside the house as well as outside?”
people from adopting the net “
• “bloody ebuddy yaar... kabhi khulta hi nahi .... kae •“Abroad, a lot of applications integrate geographical knowledge,
ka social networking app........ isse acha hai thus delivering relevant information on deals, discounts
snaptu, nimbuzz.......!!!!!” amongst others”
• “All Aircel Customers Just Thumbs Up To This Coz, •“Although only 3 out of more than 30 models sold by Nokia
It's So Cool. I LIKE IT:-)---MeraMobi” don’t support GPRS, the share in number of these 3 in India is
about 30%”
• “what is the fun of having pocket apps when they
•“i dont think anyone is making anything for india in particular.
can't be downloaded..coz speed is very slow…” •“Apps to put files on the cloud and which allow mobiles to
• “I am in a residential program, I have access to interact/sync with the PCs will find a market”
internet 24*7 don’t need mobile” ExpertSpeak
•Prof. Rekha Jain, Centre for Telecom
Policy Studies, IIM Ahmedabad
CustomerSpeak •Area Sales Manager, Nokia (name not
•FGD
disclosed at request)
•From Aircel Facebook Page
•Senior App Developer, Apostek (name
comments, indepth interviews and
not disclosed at request)
online media feedback/complaints
OtherSpeak • “BSNL 3G offers dynamic IP, Static IP causing a problem for Rapidshare downloads”
Indepth interviews of retailers, • “Do I need to buy a new phone for 3G?”
BSNL 3G Consumers, potential • “3G is only limited to large cities”
consumers • “How can I use my laptop to surf but connection through the mobile?”
• “BSNL Plans are extremely confusing”
Secondary Primary Results and
Recommendatio
Research Research n

10. Findings: 3G - Customer
 All it requires is a call and a request for
activation with BSNL right now
 There is no change in number
 Synonymous with faster internet
 Hip New thing
 Video chatting is novel – need to depict
a use for it to become viable (can look
at substituting something like Skype…
Talk to your loved ones as well as see
them… Father caught on a remote site
looking at his newborn baby,
Grandparents seeing their grandchild
give a recital or graduate)
 Charges are acceptable, required
change in the number is more
cumbersome – hence low adoption of
3G from BSNL – waiting for other Secondary Primary Results and
operators to start providing 3G services Research Research
Recommendatio
n

11. Segmentation
Mobile Internet
Usage
High Med Low
High
Med
Low
Secondary Primary Results and
Recommendatio
Research Research n

12. Short term targets: Super-connected,
executive and constant mover
“School Going Kids”, “College going Students” and
“Young Men” can further be segmented as below
Super-Connected
(S)he uses the mobile in the morning to check his
mails and update his social networking sites, while
traveling to college or work to stay connected or to
play games (Mobile Apps), to search trivia online, get
news updates, scores, etc…
Might have budgetary constraints – look for deals
Utilitarian – Executive SuperConnecte
(S)he is a committed professional; is not attached to d
the mobile personally, uses the mobile to check for
mails when outside office, uses the mobile to check
for relevant news updates usually set up through a
RSS feed, uses utilitarian applications like torchlight,
alarm, alerts regularly Executive
Is not worried about the cost – not deal seeking
Constant Mover
(S)he uses the mobile to check for routes while
traveling, uses the mobile to find decent
ConstantMov
hotels/motels to stay in, uses the mobile to check for er
train schedules to determine when the train will stop
at different stations and for how long, uses the
mobile to stay connected and check mails
sporadically Secondary Primary Results and
Recommendatio
Costs are a moderate consideration Research Research n

13. Recommendations: Super-
connected, executive and constant
mover
Mail is by far the most important popular activity online; it is
used by all segments of users like super connected, executives
and constant movers.
Social Networking is popular among younger users. The current
generation places great value on staying connected and use
mobile internet extensively for social networking.
There are a whole range of websites used for specific purposes
by the various categories of users. SuperConnecteds and
Constant Movers use theatre schedules and restaurant locators
to plan their evening. Executives use RSS feed to get news
updates while ConstantMovers use RSS feed and sports score
sites to keep up to date with the latest happenings. These can
be sold as packages.
Mobile Applications such as videos and games are used by the
various segments of users from time to time for entertainment.
Applications such as Motel Locators, Flight Updates, Rail
Updates and Google Maps are largely used by Constant Movers
whenever they go to a new city or town. Google Maps are also
used by Super Connected to find routes within a city.
Secondary Primary Results and
Recommendatio
Research Research n

14. Targeted Mobile Non – Internet
Users
Segment W they require
hat W can we provide
hat
Talkers & A service which provides 3G Video Chat, Local News
Communicators greater value than voice Packages (Customization)
Pretenders Show off mobile Packages for News Updates,
sophistication Score Updates that are quicker
than other services
Café Powered Cheap access to Internet Cost effective internet
connectivity plans, Targeted
packages
To cause a switch to internet usage on the mobile from the traditional platform, we
need to target the above segments. Our communication plans should focus on 3G
Video Chatting, Customized packages for specific websites like News, Scores, Mail
and Cost Effective Internet Plans with the protagonist usually being a middle aged
female in a home setting or a middle aged male in an office setting.
Secondary Primary Results and
Recommendatio
Research Research n

15. India Internet Usage: Deterrents
and Enablers
Urban Internet Usage
Reasons for non usage of Internet in rural
India
Key findings –Deterrents and Enablers
Awareness is critical for Internet usage among non Key findings –Deterrents and Enablers
users
A majority of the rural population do not access the Even today, a majority of the users access Internet
Internet because of the reasons through cyber cafes. This group can be persuaded to
No Internet Access access Internet through mobile
Don’t Own PC The Internet usage in Office is increasing. A majority of
Don’t know how to operate PC the websites like general e-mail, social networking etc. are
Electricity Supply Issues blocked in offices. This can be used to attract this segment
These problems can be overcome by mobile internet.
It is important to highlight these to attract non-users
Source: IAMAI Reports
http://www.iamai.in/Upload/Research/icube_new_curve_lowres_39. Secondary Primary Results and
Recommendatio
pdf Research Research n

16. Getting Non Users on Board
• Most non-users will typically have to be brought onto the 2.5G network before
getting them onto 3G; Certain segments will come on board because of 3G
network only
Segments W they require
hat W we can provide
hat
Show Me the Value Usage should provide 3G services like face to face video
intrinsic value and
interest the customer
Access Missing Better network Stronger Internet connection,
coverage, systems, eliminate the need of a system,
content online develop vernacular content mobile
sites to be viewed on the phone
Costs Too Much Inexpensive access Eliminate cost of computers,
customised packages for specific
websites
No Time to Sit & Stare Fast access, Mobile Quicker net speed, Pocket Internet
Access
Secondary Primary Results and
Recommendatio
Research Research n

17. Recommended Sites, Portals and
Apps
Apps
S &P
ites ortals
Search & Email Social
Google Networking
Gmail Facebook
Yahoo Mail Blogger
Hotmail Twitter
Wikipedia
Flickr
News &
Job Hunting
Entertainment
NDTV Monster
Youtube Naukri
CricInfo TimesJobs
ESPN
Songs.pk
LinkedIn
App Stores Travel & Finance
GetJar ShareKhan
iStore Makemytrip
Ovi Cleartrip
Banking sites
Results and
Secondary Primary
Recommendati
Research Research on

18. Thank
You