Mobile and Email Marketing

Mobile & Email Marketing Opportunities
with reference to Retail Industry
(INTERNSHIP REPORT)
SAMYAK SAU
MBA PASS (MARKETING), 2ND
YEAR

A
Internship Report
On
MOBILE & EMAIL MARKETING OPPORTUNITIES
WITH REFERENCE TO RETAIL INDUSTRY
at
Submitted towards partial fulfillment of the requirement for the award of degree
Integrated Degree ( B.Tech (Computer Science) + MBA (Marketing))
Jaipur National University, Jaipur
School of Business and Management
Marketing
August 2016
Under Supervision of:
Mr. RAJESH MALHOTRA
Submitted by:
SAMYAK SAU

Internship Completion Certificate
i

Jaipur National University
Jaipur – 302017, Distt. Jaipur (Rajasthan)
Phones: (0141) 2754399 , 2753377 Website: www.jnujaipur.ac.in

ACKNOWLEDGEMENT
“There is no such thing as a self made man, we all are made up thousands of others” – George Adams.
This project report is an outcome of the genuine support of many well-wishers, friends and it is
because of the co-operation that I received from various ends that this report has attained the shape
that it deserves. I would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. SATYEN SAWANT my project guide at Zenworx for his guidance
and constant supervision as well as for providing necessary information regarding the project and
also for his support in completing the project.
I would like to express my special gratitude and thanks to Mr. MUKTAK VAYAS, Professor at
Jaipur National University, Jaipur for giving me such attention and time.
My thanks and appreciations also go to my colleague (Zenworx) in developing the project and
people who have willingly helped me out with their abilities.
Last but not the least; I am grateful to our director PROF.RAJESH MEHROTRA of School of
business & management and my mentor Mr. RAHUL SHARMA of Jaipur National University &
my family that provided me this opportunity to interact with this organization and understand the
intricacies of the corporate world.
Samyak Sau
ii


PREFACE
The Summer internship program offered by the Jaipur National University, is an
enlightening course for those who are wishing to master their business administration skills, with
their knowledge. This is an unique course which is the collaboration of MBA. It not only
develops your management talent but also develop your technical skill. It imparts the necessary
theoretical knowledge about the field but also provides an opportunity to practically experience
the application of the business administration fundamentals in the corporate as well as the non-
corporate sector.
I was unaware about the role of cold calling and lead closure in the consultancy market.
Here I really got practical knowledge about the role of thumb marketing, e-mail marketing, etc.
Now I am aware about the convincing and manipulating client in the market through firm or sub-
broker. I am very much thankful to Mr. Satyen Sawant, Branch & Marketing Head, Zenworx,
Bangalore.
I therefore have pleasure to present my training report, which, I hope as per the
curriculum requirements.
iii


Table Of Contents
S.NO. TOPIC PAGE NO
Internship Completion Certificate i
Acknowledgement ii
Preface iii
1. Introduction & Executive Summary 1
2. Research Methodology 3
2.1 Objectives of the Study 3
2.2 Formulation of Hypothesis 4
2.3 Research Design 5
2.4 Sample Design 6
2.5 Scope of Study 7
2.6 Research Limitations 7
3. Critical Review of Literature 8
3.1 Research on Mobile in Retail by Global Language of Business 8
3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision 8
3.3 India e-Marketing Outlook 2012 by Octane Research 9
3.4 Marketing Platforms/Tools 10
3.5 Mobile Marketing 11
3.6 Email Marketing 12
3.7 Mobile Platforms 14
4. Details of Data Collection 15
4.1 Mobile Solution Providers 17
4.2 Market Share of Mobile Platforms 21
4.3 Marketing Companies 22
4.4 Email Marketing Companies/Pricing 26
5. Findings and Analysis 29
6. Conclusions, Suggestions & Limitations 35
6.1 Conclusions/Suggestions 35
6.2 Limitations 36
7. Bibliography 37
8. Case Study 38
9. Synopsis of the Project 39

Table of Contents
S.No. TOPIC PAGE No.
Figure 1: Formulation of Hypothesis 4
Figure 2: Research Design Interaction 5
Figure 3: Methods of Sampling 6
Figure 4: Business Categories Distribution 30
Figure 5: Supported Mobile Platforms Distribution 31
Figure 6: Market Share Mobile Platforms 32
Figure 7: Marketing Platforms Distribution 34

SCHOOL OF BUSINESS AND MANAGEMENT, JNU, JAIPUR PAGE: 1
1 INTRODUCTION & EXECUTIVE SUMMARY
1.1 INTRODUCTION
Terms like mobile commerce and mobile marketing have created a huge buzz. If businesses could
use mobile phones to reach consumers anytime, anywhere, it would fundamentally change how they
do business.
However, today mobile still represents a tiny channel for most companies. Juniper Research estimates
most consumer products companies spend less than 1% of their total advertising budget on mobile.
This will change and the change will likely be even faster and more dramatic than the initial wave of
mobile phone adoption that today means over 4 billion people use a mobile phone. The success of
Apple’s App Store, providing mobile applications for the iPhone, shows how quickly technology can
be adopted by consumers.
These innovations significantly impacts dynamics of retail industry in coming future. It would be
interesting to explore how consumers equipped with modern mobile phones connected to the internet
will impact retail stores and how anyone making, promoting or selling products in a brick and mortar
retail environment can prepare for it.
Most retail stores are complex environments that have developed gradually over the past fifty years.
There are two levels to that complexity. Firstly, the move to the self-service format from the service
format that preceded it was a massive cultural change. For consumers, self-service meant choice,
convenience and value. However, it also involved learning how to find their way around a new
environment. Over the years, retailers have learned how to design that environment to better meet
shopper needs and to drive sales.
In the future, all of retail touch points for consumers could have a mobile element. From the research
work available in the mobile space, one can identify the emerging applications that will enable
shoppers to have richer interactions. These interaction points enable scope for Mobile Marketing to
be highly effective tool in retail for marketers in future.
Email Marketing is also gaining huge popularity among retail marketers with improved internet
connectivity of the consumer in today’s world. Email marketing is used in a number of ways by
organizations and marketers for brand and customer loyalty building, acquiring or converting
customers, company advertisements, or for communicating promotional offers and more.

1.2 EXECUTIVE SUMMARY
This report was commissioned as part of the summer internship project for Zenworx India Pvt Ltd to
identify opportunities for Mobile Marketing and Email Marketing in the retail industry across the
globe.
The research was focused on primarily exploring following information:
• Mobile Marketing Companies in Retail and their business areas,
• Marketing Platforms Tools used by Marketing Companies in Retail,
• Mobile Platforms supported by Mobile Marketing Companies and
• Email Marketing Companies and General Pricing
The data for the research was primarily collected from the National Retail Federation 2016 official
site and general Internet search using search engine such as Google, Professional networking sites
Linked In and Myntra.com. Corporate web sites of the companies were explored for product
offerings, pricing and mobile/marketing platforms supported.
On analysis of data collected it was noted that Android and iOS based mobile marketing solutions
were mostly offered in the retail industry. It was also established that mobile marketing opportunities
exist in the retail industry especially in these business segments - In store, Merchandising and Mobile
Commerce. Android was identified as the most popular mobile platforms globally followed by iOS,
so it’s recommended to offer mobile marketing solutions on these platforms.
Based on the research findings, it was concluded that Email marketing was among the most widely
used marketing tool by the marketing companies in the retail sector. E mail Marketing pricing offering
is very competitive in Asia Pacific region so most of the companies price quotation are on the average
range and very similar. The real differentiators are the service offerings and access to Email address
list with demographic details.

2 RESEARCH METHODOLOGY
2.1 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES:
• To identify opportunities for Mobile Marketing in the Retail Industry.
• To identify opportunities for Email Marketing in the Retail Industry.
SECONDARY OBJECTIVES:
• To study profiles of mobile solution providers participating in National Retail Federation 2016
along with their business categories, solutions and supported mobile platforms in order to
identify mobile marketing opportunities.
• To study profiles of marketing companies participating in National Retail Federation 2016
along with their business categories, solutions and supported marketing tools/platforms in
order to identify Email Marketing opportunities.
• To study profiles of Email Marketing companies from Asia Pacific and Middle East region
and recommend pricing model/quotes for the region.
• To find out market share of Mobile Operating Systems – Android, iOS, RIM (Blackberry
OS), Symbian (Nokia) and Windows Mobile in different regions across the globe.

2.2 FORMULATION OF HYPOTHESIS
Hypothesis is a tentative theory or supposition provisionally adopted to explain certain facts and guide
the investigation of others. It is a tentative and declarative statement formulated to be tested describing
relationship between concepts. Hypothesis is a statement of predicated outcomes of the research. A
hypothesis is proposition which the researcher wants to verify.
Figure 1 : Formulation of Hypothesis
There are a lot of open/unexploited opportunities existing in the mobile and email marketing in the
Retail Industry. The purpose of this research is to establish the hypothesis by identifying opportunities
and trends.
Research Hypothesis:
• With new trend of more and more users switching to smart phones across the world, there is
larger audience for marketing on mobile in general.
• There is strong mobile application development community which is enabling increased
consumer presence on mobile because of applications such as Facebook, twitter etc.
• Email and Mobile Marketing adoption in retail industry is quite likely because of the online
presence of most of the retail outlets and growing buzz of Ecommerce.
• Retail industry across the world is expected to grow many folds in future – so there is
tremendous growth opportunity for marketing innovations.

2.3 RESEARCH DESIGN
The research design is the conceptual structure within which research is conducted. It is a plan of
action, a plan of collecting and analyzing data in economic, efficient and relevant manner. It contains
the blue print for the collection, measurement & analysis of data. The proposed study is an exploratory
cum descriptive.
Figure 2 : Research Design Interaction

Exploratory Research is designed to generate basic knowledge, clarify relevant issues uncover
variables associated with a problem, uncover information needs and define research objectives. This
research used this exploratory design to explore information on mobile and marketing companies in
retail industry. On the preliminary stage, broad sources of information were identified and then each
of those information were studied/explored in detail to find out specific details such as product
offerings, supported platforms and business solutions. Most of the research design was based on
secondary data sources.
Descriptive Research is designed to provide further insight into the research problem by describing
the variables of interest. It can be used for profiling, defining segmentation, estimating, predicting
and examining associative relationships. This research used descriptive research design for getting
exact information on price quotation on email marketing in Asia Pacific region. This region was
identified after initial analysis using exploratory research method.

2.4 SAMPLE DESIGN
Sampling is the selection of some part of an aggregate or totality on the basis of which a judgment or
inference about the aggregate or totality is made. Generally, sampling methods can be categorized as
probability and non-probability sampling method.
Figure 3 : Methods of Sampling
For the purpose of sample design, non-probability sampling scheme was chosen.
Nonprobability sampling is any sampling method where some elements of the population have no
chance of selection (these are sometimes referred to as 'out of coverage'), or where the probability of
selection can't be accurately determined. It involves the selection of elements based on assumptions
regarding the population of interest, which forms the criteria for selection. Hence, because the
selection of elements is non-random, nonprobability sampling does not allow the estimation of
sampling errors. These conditions give rise to exclusion bias, placing limits on how much information
a sample can provide about the population. Information about the relationship between sample and
population is limited, making it difficult to extrapolate from the sample to the population.
For the purpose of this research, sample was chosen as all the participant companies for National
Retail Federation 2013 expo.

2.5 SCOPE OF STUDY
The study was carried out to identify opportunities of mobile and email marketing in the retail sector
and at the time asses the competition for Zenworx. This research was done to collect the information
on current players/companies in mobile marketing & email marketing segment in the retail industry
especially in North America region, Asia Pacific region and Middle East region. The companies under
study were primarily scoped as all the companies participating in National Retail Federation 2016
expo.
The data collection of the study for company profiling was scoped to following details:
• Company Name
• Corporate Website URL
• Brief Description of the Company
• Business Segment and Solutions Offered
• Mobile/Marketing Platform supported
This data is very important for Zenworx as they are exploring opportunities to offer solutions in
mobile marketing and email marketing with retail sector as primary target. The finding and
recommendations from the research would be used to define future strategy for the company in
respect of market scope, initial target market, and pricing strategy.
2.6 RESEARCH LIMITATIONS
• Research and analysis were based only on the secondary data available from the internet so
any error in the data gathering by the original source may generate inaccurate results.
• Non-Probability Sampling Technique was used for data collection so estimation of sampling
errors was not possible. This leads to exclusion bias on the results based on the fact that how
much information a sample can provide about population.

3 CRITICAL REVIEW OF LITERATURE
The overall purpose of a literature review is to critically appraise and synthesize the current state of
knowledge relating to the topic under investigation, as a means of identifying gaps in the knowledge
that a new study would seek to address.
3.1 RESEARCH ON MOBILE IN RETAIL BY GLOBAL LANGUAGE OF BUSINESS
This research reports contains information on the retail store – future vision empowered by Mobile
Technologies. It explores how consumers equipped with modern mobile phones connected to the
internet will impact retail stores and how anyone making, promoting or selling products in a brick
and mortar retail environment can prepare for it. This research is focused on how mobile phones
support richer, more enjoyable and more efficient and more relevant shopping experiences for
consumers.
Key findings from the research:
There is huge potential to be gained by integrating mobile technologies into retail and specifically
into in-store environments.
3.2 MOBILE ADVERTISING – 2020 VISION BY OGILVY AND ACISION
Mobile advertising in 2020 will be mobile directed advertising which is selected and chosen by the
individuals themselves. Individuals and not consumers; consumers remain a group or type of person
which conforms to a pre-defined segment by the brands. Individuals, on the other hand, are fully
independent, they may let you know them or part of them but they will never let a brand own them.
It is the individual who will be the pivotal player in the mobile advertising domain of the future and
the mobile device will be a technological representation of them. The mobile phone will transform
from being seen as a new personalized channel to receive advertisements on; to a device which will
orchestrate where, when and how selected advertiser’s information will be delivered.

Implications for Marketers:
• Mobile is going to be a significant media channel.
• Early adopters will benefit from low cost experimentation and first mover advantage.
• Mobile advertising is not simply an extension of other media plans - it requires a different
mind-set, a distinct process and new metrics.
• New forms or collaboration intra-company and across company are both possible and
necessary in the emerging mobile space.
• The cost of entry is currently low.
Implications for Operators:
• Mobile advertising can unlock new revenue.
• Inventory is a valuable asset for both mobile advertising and own base marketing activities.
• Uptake of mobile advertising will increase where Operators are able to provide an integrated
ability to access their inventory by all parties.
• Increase subscriber loyalty by providing relevant and targeted promotions.
• Reward your subscribers for maintaining their profiles -increasing the value of your inventory
as well as ensuring their user experience is enriched.
• Identify your strategic ambitions in relation to the mobile advertising value chain.
3.3 INDIA E-MARKETING OUTLOOK 2015 BY OCTANE RESEARCH
Top 5 industry verticals in India in terms of e-marketing investment are:
• Retail & Distribution (include online retail and e-commerce)
• Media & Entertainment
• IT & ITES
• Services and Consulting (including Marketing Agencies)
• Education

Customer Acquisition
It continues to be the primary goal for existing & new marketing initiatives over the last two years.
Social media
Social Media initiatives are gaining momentum and email continues to be the most effective
marketing channel. Social Media (68.8%) and Email marketing (53.1%) emerged as top 2 online
marketing initiatives that will see an increase in marketing investments in 2015.
No Spam
A majority of Indian marketers (36%) wanted a code of conduct by an industry body like IAMAI,
while 31.5% of the participants believe stronger anti-spam laws in like CAN-SPAM would help curb
the spamming campaigns.
SMS vs. Email
As a direct result of TRAI directive on usage of SMS for promotional messages, approximately 35.3%
of the respondents plan to increase their budgets towards email marketing by more than 11% in 2015.
3.4 MARKETING PLATFORMS/TOOLS
With emergence of web and mobile channels, marketing companies are able to new various types of
marketing platforms in addition to traditional channels. These are types of the marketing platforms
that are generally offered by these companies: -
• Email Marketing: Using lists of email addresses to deliver content and promotional offers to
potential customers.
• Mobile Marketing: Mobile marketing is a “marketing method” of promoting one’s business
using a mobile phone.
o SMS Marketing
o MMS Marketing
o Apps Marketing

• Web Marketing: Web marketing is the general term for marketing done on the Internet
through Social Networking Media, Web Advertisements, etc.
• Digital marketing: Digital marketing is the use of internet connected devices to engage a
customer with online advertising in order to promote products and services. Internet connected
devices are those such as web browsers, smart phones and game consoles.
• Database Marketing: Database marketing is a form of direct marketing using databases of
customers or potential customers to generate personalized communications in order to
promote a product or service for marketing purposes. The method of communication can be
any addressable medium, as in direct marketing.
3.5 MOBILE MARKETING
The mobile is a constant ever increasing piece of technology that is becoming more and more
affordable and convenient for people all over the world to use, not just using it for communication
but for social statutory reasons as well.
Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either
to send a simple marketing message, to introduce them to a new audience participation-based
campaign or to allow them to visit a mobile website. Mobile marketing is a “marketing method” of
promoting one’s business using a mobile phone.
Types of Mobile Marketing:
Text/SMS Marketing: Short message service (SMS) or sent to potential customers through the
mobile phone using a short code with is a short number of 4-6 digits or a short code with it the usual
9-digit number system that is referred to as a long code. For example: “Get 15% of all checked T-
Shirts when you shop at Marks n Spencer outlets countrywide.”
Mobile Web: 90% of mobile handsets is internet ready. This is basically advertising on internet web
pages that are supposed to be for mobile technology. An example of platform supporting this is “Ads
by Google”.
MMS (multi-media message service): These are messages that are sent to customers using multi-
media message service which is exactly like SMS, but can potentially contain a picture, video and or
audio.
Mobile Applications/Games: This from of mobile marketing involves have your ads inside of a
mobile application/game. Mobile Apps are little software programs you download from an app store
connected with your mobile device’s operating platform. There’s the App store from Apple for
iPhones, and similar ones for Droid and Blackberry-based mobile devices. Apps (short for
applications) can be anything from games such as Words with Friends to specialized information and
entertainment experiences like the one from ABC News. Some are free while others have a cost
associated with them.

For businesses, building an application might be a smart way to reach consumers in a compelling
way. Whether it’s delivering company news, coupons or specials or engaging customers around your
business in some fashion (quizzes, polls, games, etc.), you can be an ever-present icon on a customer’s
mobile desktop, increasing the chances they’ll remember you when they’re ready to buy.
Voice Marketing: These are pre-recorded messages that are broadcast numbers from a computer
managed list. IVR (Interactive voice response) is that automated voice that guides you through your
mobile provider’s customer mobile service section.
Bluetooth: It is often referred to as, “proximity marketing.” For example, if you walk into a store
using Bluetooth, and your phone’s Bluetooth functionality is turned on, you would receive a custom
message, like a text, that might say, “Special offer on Pepsi products!” Brands can use Bluetooth
technology in shelf and floor displays, too, so the message may be from the store, or it might be from
the actual brand as well.
3.6 EMAIL MARKETING
A type of direct digital marketing that uses electronic mail (also called email or e-mail) as the
marketing communication delivery method. Email marketing is used in a number of ways by
organizations and marketers for brand and customer loyalty building, acquiring or converting
customers, company advertisements, or for communicating promotional offers and more.
Advantages of Email Marketing:
• Low Cost – Communicating via email has many of the advantages of traditional direct mail
but with much lower costs.
• Speed – If you need to you can get a message out to your entire list very fast.
• Ease (both for you and the reader) – For your marketing to be a success it has to be easy for
the recipient, but it helps that email marketing is easy for you too as it means you can do it
yourself.
• Push – While websites and RSS are “pull”, in that the visitor has to come to you, with email
you can send your messages out, reminding and re-engaging readers.
• Personalized – The more information you collect, the more messages can be tailored and
personalized. Email also has the particularly special ability to segment, meaning you can split
people off into smaller, more focused lists.
• Viral – It’s so easy for people to forward your message on to others, spreading further than
you could alone.
• Tracking – Everything from how many emails were opened, through to each individual link
click can be tracked, meaning you can hone your techniques and improve performance

• Testing – Along with tracking, you can test different subject lines, calls to action, use of
images, and so on, to further improve your results
• Complimentary – Email, while an excellent tactic, does not replace your other marketing
activities but compliments them extremely well. Combining multiple tactics can build very
profitable marketing campaigns.
• Opt-In – Perhaps most important, the best email lists are always opt-in, meaning you have
permission to contact the person. This permission is very powerful and should not be
underestimated.
Types of Email Marketing:
Direct Email:
Direct email involves sending a promotional message in the form of an email. It might be an
announcement of a special offer, for example. Just as one might have a list of customer or prospect
postal addresses to send your promotions too, so you can collect a list of customer or prospect email
addresses. One can also rent lists of email addresses from service companies. They'll let you send
your message to their own address lists. These services can usually let you target your message
according to, for example, the interests or geographical location of the owners of the email.
Email Newsletter:
Instead of promotional email designed only to encourage the recipient to take action (buy something,
sign-up for something, etc.), one might send out retention emails. These usually take the form of
regular emails known as newsletters. A newsletter may carry promotional messages or
advertisements, but will aim at developing a long-term impact on the readers. It should provide the
readers with value, which means more than just sales messages. It should contain information which
informs, entertains or otherwise benefits the readers.
Transactional Emails:
Transactional emails are usually triggered based on a customer’s action with a company. Triggered
transactional messages include dropped basket messages, purchase or order confirmation emails and
email receipts.

3.7 MOBILE PLATFORMS
A mobile operating system (mobile OS) is the operating system that controls a smartphone, tablet,
PDA, or other mobile device. Modern mobile operating systems combine the features of a personal
computer operating system with touchscreen, cellular, Bluetooth, Wi-Fi, GPS mobile navigation,
camera, video camera, speech recognition, voice recorder, music player, personal digital assistant
(PDA), and other features.
Android:
Android was developed by a small start-up company that was purchased by Google Inc. in 2005, and
Google continues to update the software. Android is a Linux-derived OS backed by Google, along
with major hardware and software developers (such as Intel, HTC, ARM, Samsung, Motorola and
eBay, to name a few).
iOS
The Apple iPhone, iPod Touch, iPad, and second-generation Apple TV all use an operating system
called iOS, which is derived from Mac OS X.
Blackberry OS from RIM:
This OS is focused on easy operation and was originally designed for business. Recently it has seen
a surge in third-party applications and has been improved to offer full multimedia support. Currently
Blackberry's App World has over 50,000 downloadable applications.
Symbian OS:
Symbian had the largest smartphone share in most markets worldwide about two years back.
However, its market share has gone down in last couple of years because of emergence Android and
iOS and lack of penetration by Nokia in smartphone market.
Windows Mobile from Microsoft:
Windows Mobile's market share has sharply declined in recent years. Microsoft is phasing out the
Windows Mobile OS to specialized markets and is instead focusing on its new operating system and
software platform, Windows Phone. Nokia and Microsoft recent ties up mean that new Nokia
smartphones would mostly be using Window Mobile operating system.

4 DETAILS OF DATA COLLECTION
Data is defined as facts presented to the researcher from the study of the environment. Basically data
are divided into two types.
Primary Data: Primary data are collected for the first time by the investigator for her own use. For
this marketing research, price quotation on Email Marketing were collected for companies in Asia
Pacific region using following channels: direct calling and posting information request via Email.
Secondary Data: Secondary data are data which are collected by somebody else. This research used
secondary data sources such as company listing at National Retail Federation 2015, information from
corporate web sites of the companies, Company Search using Linked in, various research survey
reports published on the web and general search using web search engines such as Google.
Research was conducted in four different modules –
Module 1: Mobile Solution Providers
Topic: List Mobile Solution Providers participating in NRF Expo 2015 and find supported platforms.
In depth study was conducted and following details for each company were captured as part of the
research:
• Company Name
• Company URL
• Brief Description
• Business Category
• Solutions
• Supported Mobile Platforms (e.g., iOS, Android, BlackBerry OS, iPad, etc.)
Module 2: Market Share of Mobile Platforms
Topic: Find out market share of different mobile platforms globally Internet Search was used to
collect data published by different Market Research Companies to find out market share of all the
mobile platforms – Android, iOS, Blackberry, Windows Mobile, etc.

Module 3: Marketing Companies
Topic: List the company’s participation in NRF Expo 2015 and find the Marketing Solution
providers. In depth study was conducted and following details for each company were captured as
part of the research:
• Company Name
• Company URL
• Business Category
• Solutions
• Supported Platforms (e.g., Email Marketing, SMS Marketing, MMS Marketing, Direct
Marketing, Mobile Marketing etc.)
Module 4: E Mail Marketing Companies/Pricing
Topic: List Email marketing companies from Asia Pacific region along with contact details and
pricing information.
Internet Search was used to list Email marketing companies in Asia Pacific region involved in mobile
industry. Professional Networking web sites such as Linked.in, Manta.com and general internet
search was used to create the extensive list of companies. Following details were captured as part of
the activity –
• Company Name
• Company URL
• Business Category and Solutions
• Pricing Information
• Contact Details
Description of Data Collection: As part of the research, following data were collected. Detailed
description is provided in the subsequent sections.

4.1 MOBILE SOLUTION PROVIDERS
In Depth analysis of all the mobile solution provider companies participating in NFR 2015 Expo was
conducted. Corporate web sites of each of these companies were explored to identify business
solution and supported mobile platforms. A questionnaire was created as part of this module.
A total of eighty-five company’s information was listed as part of the research with detailed profile
along with supported mobile platforms.
Some of the listed companies are as follows.
• Aruba Networks
• ARTS Pavilion
• Agilys, Inc.
• AIRTAG
• Brother Mobile Solutions
• BIXOLON America
• Cross View, Inc.
• Cornell-Mayo
SAMPLE PROFILING OF SOME OF THE COMPANIES FROM THE LIST
1. Company Name: Cornell-Mayo
Company URL: http://www.cornell-mayo.com
Brief Description:
Cornell-Mayo Associates offers the "Store of the Future" today with exciting, new Mobile solutions.
With "First to Market Solutions" on Apple mobile hardware platforms, CMA has extended its "Store
Systems Anywhere" philosophy. With OmniexpressTM can achieve the ultimate in Mobile
productivity.
Business Categories:
• In-Store Application
• Retail Technology Solutions
• POS

Solutions:
• Store Management
• Mobile Solutions
Supported Platforms:
• iPhone (iOS)
• iPad
• Android
2. Company Name: Koamtac, Inc.
Company URL: http://www.koamtac.com
Brief Description:
KoamTac's creates application generation software that enables barcode scanning integration without
modification to most line-of-business applications and supports all major Smartphones.
• Information Technology
• In-Store - Scanning Technology
• In-Store- Retail Technology Solutions
• Storage & Distribution
Solutions:
• Transportation and Logistics,
• Distribution and retail,
• Hospitality
• iPhone (iOS)
• Android
• BlackBerry

3. Company Name: AirWatch
Company URL: www.air-watch.com
Brief Description:
AirWatch’s secure, web-based solution provides a single, integrated view of a retailer’s entire fleet
of both corporate and employee-owned Apple iOS, Android, Blackberry, Symbian and Windows
devices.
• Application Management
• POS
• In-Store
• Decision Support System
Solutions:
• Mobile Application Management
• Mobile Content Management
• Mobile Email Management
• iPhone
• Android
• BlackBerry

4. Company Name: Kony Solutions
Company URL: www.konysolutions.com
Brief Description:
Kony Solutions enables companies to offer consumers feature-rich mobile applications through the
Kony Mobile Application PlatformTM. Leveraging a proprietary Kony’s unique platform is proven
to future proof a company’s mobile investment by enabling applications to be changed once for all
channels, ensuring faster adoption of new operating systems and standards as they are introduced,
while eliminating maintenance and upgrade.
• Application Service Provider
• E Commerce
Solutions:
• Retail Banking,
• Retail Brokerage
• Enterprise Asset Management
• iOS (iPhone/iPad)
• Android
• BlackBerry

4.2 MARKET SHARE OF MOBILE PLATFORMS
Global Market Share of Mobile Operating System:
US Smartphone Market Share by OS:
Europe Smartphone Market Share by OS:

China Smartphone Market Share by OS:
Australia Smartphone Market Share by OS:
4.3 MARKETING COMPANIES
In Depth analysis of all the marketing companies participating in NFR 2015 Expo was conducted.
Corporate web sites of each of these companies were explored to identify business solution and
supported marketing platforms. A questionnaire was created as part of this module.
A total of one hundred thirteen companies were listed as part of the research with detailed profile
along with supported marketing platforms. Research was conducted in view of identifying usage
pattern of following platforms by these companies.
• SMS Marketing
• MMS Marketing
• Email Marketing
• Web Marketing
• Apps Marketing
• Digital Marketing
• Database Marketing
• Direct Marketing

Some of the listed companies are as follows.
• 1010data
• Avanade, Inc.
• Chain Store Guide
• Cherry
• Cisco
• Experian QAS
• First Insight
• Foresee
• Hewlett-Packard Co.
• IBM Corporation
Sample profiling was done similar to Module 1.
1. Company Name: Vision6
Company URL: http://www.vision6.com.au
Brief Description:
Vision6 is a global leader in SMS & Email Marketing and Database Management solutions. Its award
offers a powerful, on demand solution delivering automated marketing, email marketing system
analytics, online surveys, Email & SMS creation, sales lead generation and extensive list management
all within an intuitive and spam compliant framework.
• Information Technology and Services
Solutions:
• Marketing
• Advertising
• Email Marketing

2. Company Name: MailAndMine
Company URL: http://www.mailandmine.com.au
Brief Description:
They love to help businesses achieve great results and consistently grow loyalty. They cut through
the Email marketing hype to ensure your business gets the best Email Software Technology and Email
Campaign Support at the best price.
• Information Technology and Services
Solutions:
• Email Newsletters
• Email Marketing
• Email Software
• Email Marketing Software
3. Company Name: The Marketing Network
Company URL: http://www.themarketingnetwork.com.au
Brief Description:
The Marketing Network is one-stop marketing & management consultancy (as well as a free
information portal) focused on finding, attracting and retaining customers for our SME clients –
Professional Services and B2B Companies.
• Marketing and Advertising

Solutions:
• Marketing Strategy
• Marketing Communications
• Brand Strategy
• Website Design
• Digital Marketing
• Social Media Marketing
• Online Marketing
• Email Marketing
4. Company Name: Internet Marketing Pro
Company URL: http://www.internetmarketingpro.in
Brief Description:
Internet Marketing Pro offers professional internet marketing services as such SEO, PPC, SEM
and Email Marketing. They have team of professionals who have the ability to deliver the best
results by bringing organic traffic to your site. They at Internet marketing pro understand the
internet very well so we have the ability to deliver the best to our customers.
• Marketing and Advertising
Solutions:
• Search Engine Optimization
• Search Engine Marketing
• Pay per Click
• Social Media Marketing
• Email marketing

4.4 EMAIL MARKETING COMPANIES/PRICING
A thorough listing was done for the Email marketing companies in Asia Pacific region along with
their contact details. Different professional networking websites such as Linked In, Manta.com, etc.
were used in creating the extensive list of such companies. A total of about six hundred Email
marketing companies were listed as part of this research.
Some of the listed companies are as follows –
• Vision6
• EzyMsg
• Melon Media Sydney
• Groovy Mail
• Apex Pacific
• Interact Guru
• V.Sop Design
• Pinpointe
• Blayn Inc.
• Campaign Monitor
Pricing of Email Marketing:
As part of research, pricing Quotation for about fifty Email Marketing companies was also done. The
pricing of some of the companies listed in the sheet are as follows:
1. Company’s Name: Vision6 (Australia)
Company URL: http://www.vision6.com.au

Pricing:
Email Send Fees:
The email send costs are calculated on the total number of emails sent throughout the month.
2. Company’s Name: Nexus Mailer (Hong Kong)
Company URL: http://www.nexusmailer.com
Pricing:
Self Service E-mail Marketing
Bundled Packages

3. Company’s Name: SalesCatalysts.com (Hong Kong & Thailand)
Company URL: http://www.salescatalysts.com
Pricing:
Monthly Subscription plans
(For regular email campaigns)

5 FINDINGS AND ANALYSIS
Every study is conducted for the purpose of getting some results. And without analysis and
interpretation of data received in the study, a researcher is not able to make any judgments. For this
purpose, in this chapter data are analyzed.
Mobile Marketing companies:
Business Categories/Solutions offered by mobile marketing companies in the retail industry.
Total Companies: 85


Figure 4 : Business Categories Distribution
• SCM- Supply Chain Management
• CRM- Customer Relationship Management
• POS – Point of Sale
• IT – Information Technology
• S & D- Supply & Distribution
• S & S- Safety & Security
• DSS- Decision Support System
• E.C- Electronic Commerce
Findings:
• Most of the companies are in the Business category of In-Store i.e. about 70%.
• Other Business categories like Point of Sale and Information technology are of 59%.
• Rest of the business categories includes:
o SCM-25%
o CRM-20%
o Merchandising-38%
o Supply & Distribution-27%
o DSS-10%
o E Commerce-10%

Mobile Marketing Companies:
This is analysis of supported mobile platforms by the companies in the retail industry.
Total Companies: 40

Figure 5 : Supported Mobile Platforms Distribution


Global Market Share of Mobile Platforms:

Figure 6 : Market Share Mobile Platforms
Findings:
• 30% of the companies used iPhone as supported platforms for their solutions.
• The companies using iPad and Android are approximately same (29%)
• Blackberry OS is less popular compare to other platforms
• Companies using other than these platforms are 29%.
• Android has the highest market share in smartphone market globally, closely followed by iOS.

Marketing Companies:
Marketing platforms used by companies in the retail industry.
Total Companies: 112


Figure 7 : Marketing Platforms Distribution
Findings:
• Most of the companies are engaged in email Marketing. Approximately 50% of the marketing
companies are using email marketing.
• The second most preferable marketing tools used by the companies are Direct Marketing and Web
Marketing, which is about 40% and 38%.
• 32% of marketing companies are using SMS Marketing.
• 24% of companies listed in NRF under Marketing categories are using Digital marketing or
Media marketing.
• 15% and 12% of companies are using POS and Database marketing.
• Rest of the 8% and 4% of companies are using the QR codes and MMS marketing.
• 25% of companies are using the marketing tools other than these marketing platforms, which
includes-
o Online Marketing
o E-Marketing
o Online Payment etc.

6 CONCLUSIONS, SUGGESTIONS & LIMITATIONS
6.1 CONCLUSIONS AND SUGGESTIONS
• By analyzing the data collected from the NRF, it was observed that most of the companies
are in the Business categories of–In-Store and Merchandising. Few companies are in the
categories of E-Commerce, Decision Support System, Security and Safety. Therefore,
these are the gaps where one can be explored by new entrants.
• Android and iOS based mobile marketing solutions were mostly offered in the retail
industry
• Android was identified as the most popular mobile platforms globally followed by iOS,
so it’s recommended to offer mobile marketing solutions on these platforms.
• Most of the Marketing companies are not using Mobile Marketing. There is an opportunity
for the new entrants in this domain.
• Email and Direct Marketing is still most preferable Marketing tool in the retail industry.
• Email Marketing pricing offering is very competitive in Asia Pacific region so most of the
company’s price quotation are on the average range and very similar. The real
differentiators are the service offerings and access to Email address list with demographic
details.

6.2 LIMITATIONS
• Many companies did not provide product data on their web sites so this may lead to an
inappropriate data analysis.
• While collecting information on pricing quotations many companies did not respond to
queries so findings do not include data of these companies.
• Research and analysis were based only on the secondary data available from the internet
so any error in the data gathering by the original source may generate inaccurate results.
• Research was conducted mostly from the companies participating in NRF 2015 event so
analysis and finding may not be representative of the actual facts.
• Non-Probability Sampling Technique was used for data collection so estimation of
sampling errors was not possible. This leads to exclusion bias on the results based on the
fact that how much information a sample can provide about population.

7 BIBLIOGRAPHY
• Mobile in Retail. (2010). Retrieved from Global Language of Business: http://www.gs1.org/
• Case Study: e-Marketing Outlook. (2012). Retrieved from Octane: http://octane.in/research/
• About the Company. (n.d.). Retrieved from Zenworx: http://www.Zenworx.com/
• Company List( 2013 Expo). (n.d.). Retrieved from National Retail Federation:
http://www.nrf.com/
• Digital Retail Apps. (n.d.). Retrieved from Kiosk: www.kiosk.com
• Email Marketing. (n.d.). Retrieved from VeriFone Inc.: http://www.verifone.com
• G.Vedamani, G. (2011). Retail Management. Delhi: Jaico Publishing House.
• Home. (n.d.). Retrieved from Cross View, Inc.: http://www.crossview.com
• Marketing Solutions. (n.d.). Retrieved from Zmags Corp: http://www.zmags.com
• Mobile Advertising Vision 2020. (n.d.). Retrieved from Ogilvy One Worldwide:
http://www.ogilvy.com
• Mobile Advertising Vision 2020. (n.d.). Retrieved from Acision: http://www.acision.com/
• Mobile Retail Solutions. (n.d.). Retrieved from Zebra Technologies: http://www.zebra.com
• Mobile Technology. (n.d.). Retrieved from Time Trade: http://www.timetrade.com
• Point of Sale - Mobile Offerings. (n.d.). Retrieved from Point of Sale Inc.: www.erply.com
• Product Information. (n.d.). Retrieved from Retail Anywhere: http://www.retailanywhere.com
• Professional Networking Site - Company Search. (n.d.). Retrieved from Linked In:
http://linkedin.com
• Retail Solutions. (n.d.). Retrieved from Quick Media: www.qwickmedia.com
• Sontakki, C. N. (2010). Marketing Research. Himalaya Publishing House.

8 CASE STUDY
About the Company
Zenworx is a multi dimensional venture with specialized services in sectors of education consulting,
staffing and skill based corporate training. Established by a dynamic team of experts from varied
industries Zenworx offers services in the areas of education consultancy services (India and overseas),
staffing and augmentation services. The research and analytics wing at Zenworx delivers industry
focused training and certification in Business Analytics, advanced excel, SPSS and Market Research.
Zenworx is associated with MARC School of Business (a top ranked business school in Bangalore)
and has established an E-Cell ZEN (ZENWORX ENTREPRENEURSHIP NETWORK) that helps in
fostering business ideas of entrepreneurs and startups. With the establishment of ZEN, we aim to
build a sustainable startup ecosystem with a vision to nurture innovative business ideas and help them
scale via various funding options.
Quality First
Quality is usually the first thing that comes to mind when Offshoring is mentioned. Zenworx
methodology and proprietary tools backed by the experience and a client centric approach enable it
to provide unparalleled quality to our clients. It works hard to earn and maintain our clients’ trust and
confidence. So that it can provide quality professional services in an independent, objective, and
ethical manner, it has implemented a number of quality and compliance safeguards.
Flexible Delivery Models
The delivery and engagement model is simply what our Clients want it to be. From a simple Staff
Augmentation arrangement to complete Product Development and maintenance, it can make it work.
Zenworx combines seamless offshore and onshore execution in an innovative manner to provide an
optimum combination of cost reduction and turnaround times.
Industry Experience
Zenworx has successfully executed projects in various industry segments. Direct Marketing, Sales
Tools, E Commerce portals, Inventory Management to name a few.

9 SYNOPSIS OF THE PROJECT
Project Title: Marketing Research on “Mobile and Email Marketing Opportunities with
reference to Retail Industry”.
Name of the Company: Zenworx India Pvt Ltd (ZENWORX ENTREPRENEURSHIP NETWORK)
Place of Training: Bangalore
Role: Marketing Executive
Project Duration: 2 Months (1st
June – 31st
July, 16)
Project Guide: Mr. Satyen Sawant, Business Development Manager
Faculty Guide: Mr. Rahul Sharma, Asst. Professor (Finance), JNU, Jaipur

Mobile and Email Marketing

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