Mobile Marketing- One97 Offerings

2. About One97
10+ years in business – India’s largest
deployed telecom applications, platforms
company
Funded by Intel Capital, SVB Financial
services & SAIF partners
Team strength of 950+ across Delhi,
Mumbai, Chennai, Kolkata & Bangalore
w/International presence in Nigeria, Dubai
& South Africa
20 Global operators & 50 Enterprise
customers
Fastest growing company- Company of
the year 2010, Best digital innovation 2010
300 million+ unique users and 5 billion+ voice calls per month
on One97 platform

3. Operator
Enterprise customers
customers
Client portfolio

4. What can we do for you?
We
• Create mobile presence for your brand
• Engage your hard to reach target audience
• Strengthen customer loyalty & retention
• Craft mobile promotions and campaigns gratifying users
• Enable your customers to pay on web or phone
• Execute Mobile Campaigns

5. Case Study: Customer Engagement
Buy a Maggi sauce, Dial: xxxxxx
Listen to Javed Jaffery’s jokes, participate & share your joke, subscribe
to jokes weekly or monthly on phone
3.5 million successful calls received in 90 days
0.2mn joke subscriptions
Engagement time on call 30-35sec (listen to jokes)
1. TV/Radio/POS or 2. Buy Maggi >> 3. Dial >> 4. Listen, share & subscribe to jokes >>
5. Win prizes (Photo on bottle)

6. Case Study: IVR based cricket contest for Ranbaxy
Revital 1-800 102 5353
Campaign is LIVE
The objective is to make users play a cricket
contest and also subscribe to cricket alerts
Users can also speak to Revital experts
(CCE) for details on various health products.
I n case the expert line is busy, then the
user is prompted for a an auto call with
relevant information
The contest is updated every third day and
5 winners are gratified with exciting prizes
every three days
This is promoted through digital banners,
emailers, mass media and radio ads
Since Feb 12th we have received 200,000
calls with participation
Source: One97 internal data, 2010

7. Case Study: Instant gratification
Horlicks growth program
A great initiative for parents with young children
who want to keep a tab on the measurement of
their kids’ growth. Junior Horlicks brings Growth
Assessment Program and 2 stage Junior Horlicks
Parents need to call the toll-free number 1800-
103-2227 (which is being managed by One97) to
approach the nearest growth Assessment Center
Junior Horlicks is promoting this though painting
competition as part of their Annual Prodigy
Program in 500 schools across the country. Campaign: Drink pepsi & win instant gratification
of mobile top up worth Rs.30. User opens the cap
and finds a code under the crown. He has to just
SMS the code to a #### or dial a number and enter
the code and he gets a mobile top up plus other
gifts as well
Source: One97 internal data, 2010

8. Case Study: Rural marketing
Product awareness on voice
People dial a toll free number. Voice will be
customized in their language giving information on
Products and benefits
Users can record their voice, enter set of phone
Numbers and send voice broadcast acting as viral
Voice broadcast to rural user database giving product
information- information dissemination
Group sharing on phone (Maha panchayat on phone)
200-3000+ people can dial into a number and listen
to message or information to be shared at once
Source: One97 internal data, 2010

9. Case Study: Awareness & engagement
Horlicks growth program
A great initiative for parents with young children
who want to keep a tab on the measurement of
their kids’ growth. Junior Horlicks brings Growth
Assessment Program and 2 stage Junior Horlicks
Parents need to call the toll-free number 1800-
103-2227 (which is being managed by One97) to
approach the nearest growth Assessment Center
Junior Horlicks is promoting this though painting
competition as part of their Annual Prodigy
Program in 500 schools across the country.
Source: One97 internal data, 2010

10. Case Study: GM Motors
Spark Campaign
One97 provided this solution for promoting
GM product - SPARK. Around the
launch of this car a teaser campaign on
SMS that would create curiosity amongst
the TG was run. In addition to this, they
also required the use of our SMS short
code 53030 for this car to generate leads
out of their mainstream media promotions.
SMS backed by voice used as a teaser for the
launch. It had a quiz. Depending on the answer
users would be chosen in the lucky winners list
After the launch the SMS channel was used to
generate test drive leads
15,000 user requests within a week

11. Case Study: Fanta Fun Masti contest
Fanta masti campaign - LIVE
Objective is to generate interest among audience
in Rajasthan and engage them with the brand.
Users have to share their funny events based on a
topic given by the voice portal
Fanta advertises the toll free number 1-800-103-
8888 across radio, print & local ad spots in
Rajastan & nearby towns
User dials-in the number, selects his language,
enters into contest
40% user participation

12. Case Study: Colgate
Dealer Reach
The objective is to provide a voice
application/broadcast in 7 different languages to
all dealers of Colgate to engage them
a. Products
b. Loyalty points/schemes
c. Redemption/Gratification
In 2 months Colgate reached 2.5L
dealers

13. Case Study: Phone a feedback
Nokia Feedback Program
Mobile Outdial Voice Application
Feedback on Customer Care
Ongoing since: Early 2008
Every day the data automatically hits One97
server from Nokia Customer Care Centers. On
the subsequent mornings, automatic calls are
generated to gather the feedback of
customers on Nokia Care Center’s services.
MIS shared online with Nokia
Daily 25,000 numbers called
80% success rate

14. Messaging (SMS)
Source: One97 internal data, 2010

15. Case Study: Information sharing and high
involvement of customers
Nestle start healthy and stay healthy
The program is targeted towards women and
women who are in the early motherhood. This is
designed to help mothers take care of their
health and make their life better
A person can send an SMS “SHSH to <53030>.
Within one second a voice call will come and
take you through a interactive voice portal.
Women can enter information about
pregnancy and the mobile application keeps
giving information regularly to women on
their health during pregnancy stages
52,000 women have subscribed to
this
Source: One97 internal data, 2010

16. Case Study: Product launch in dark markets
Objective is to involve people to take the new
stellar slims in Pune & surrounding places.
Different on the ground activations were
started
User has to purchase the pack. He gets a
scratch card with it handed over to him at the
venue. User has to scratch and send the
unique code to a <#####> and he gets
redemptions or prizes
20,000 people activated in 30 days
Source: One97 internal data, 2010

17. Case Study: Sales drive with Engagement
Objective is to increase pack sales in selected
regions over 60-90 days
Users who purchase a pack during this
promotion period will get a scratch card with a
code. He gets pack of ringtones, mCoupons,
songs on his phone once he SMS’s
He is also qualified to dial into a number and
participate in a “Talent search activity” where
he can sing a song clip. The shortlisted onces
will be called to a studio and with a
professional expert guidance they will record
the song and a free CD will be cut and
presented to you
Source: One97 internal data, 2010

18. Case Study: Sampling
Pilsbury Atta sampling
A magazine ad was targeted to women in south
region (across major women magazines)
They can order for a free 1/2kg atta sample by
simply SMS’ing ATTA to <#######>
They get a voice call back thanking them and
asking details like address to be delivered. After
the atta is delivered, a feedback call goes to the
customer after 15 days asking information about
rotis, atta quality etc.
5,000 samples given

19. mobileWeb

20. Experience paints through mobile web

21. Biking experience with Hero Honda

22. Vodafone self care page

23. Pizza Hut experience

24. Proximity marketing (Bluetooth/Wifi)

25. Case Study: Mobile proximity
Users visiting café coffee day outlets, selected
Malls, shoppers stop would be given a message to
Switch on their bluetooth. Once its ON they get
A message to download an application on the
Phone or mCoupons or prizes

26. Case Study: Mobile proximity
Redbull at selected locations advertised the
Message on hoardings and LCD’s that if users
Switched bluetooth, they will get a instant free
Redemption coupon which they can use

27. Augmented Reality

28. Case Study: Augmented reality

29. Case Study: Augmented reality
http://www.penn-olson.com/2011/04/20/augmented-reality-in-asia/
http://www.digitalbuzzblog.com/top-10-augmented-reality-examples/

30. Apps

31. Case examples

32. QR codes

33. Measurement metrics

34. Cross mediums
Voice
a. Number of people calling
b. Location/circle of call
c. Engagement time on call-duration at various points
d. Response/key press on call
e. Voice/language choice
SMS
a. Number of people received SMS
b. Responses back to message
Mobile web
a. Impressions
b. Clicks
c. Click thru rate
d. Leads
Applications
a. Engagement- option chosen, time spent, response etc.

35. Lets get talking!
John Cherian
One97 Communications Ltd.
John.cherian@one97.net
M - +91 809 550 1718