This document outlines a growth plan for mobile users for an e-commerce company in India. The plan maps out seven key strategies: 1) discovery, 2) onboarding, 3) usage and transactions, 4) referrals, 5) alliances with telecom operators, 6) alliances with original equipment manufacturers, and 7) promotions on other channels. It then provides details on implementing each strategy, such as partnering with telecom operators and mobile payment providers, bundling the e-commerce app with devices, and leveraging social media and influencer marketing.

1. MOBILE USER GROWTH PLAN FOR E-commerce
players in India
SUMAN KUMAR MISHRA

2. Foreword
 Scope:
◦ This defines the user growth and engagement plan.
◦ By user we mean the end user ( and not the suppliers, who
are our different set of customer as well)
◦ Detailing – costing depends on internal decisions – will need
inputs

3. Mapping the strategies for user
growth..
S5
S6
Existing E-
com
user
( Desktop)
S
1
DISCOVER
Y
ONBOARDING
USAGE &
TRANSACTION
S
7 REFERRA
L
S[x] refers to strategy for that segment- which is explained later
MOBILE USER
Ecom next set of
Customers

4. Translating the desktop impact to mobile
 Customer Segment on Desktop E-commerce
 Alliance / Channel
 Intel App Store
 Browser OS
 Laptop/Netbook/Desktop
 Targeted promotion on Facebook and relevant digital properties
 Tie up with landing page for dongles **included in Telecom operator alliance
 Web Registration
◦ What?
 Create Tools to onboard customers who are on Desktop to mobile platform for E-com.
Import their registration and user details to mobile platform.
◦ Why?:
 Evolve existing customer to mobile
 Maximise the impact of any future web spending
◦ How?
 Tie up with web development agencies [S1]
 Do Trial launches – calibrate results – do more refinements
 LINK up and Ride on Social media audience
◦ Use FB registration details for on boarding [S5]
 Let people know when customer has bought with permissions [S7]
◦ Pull in customers and drive engagement
 Reverse bidding or generate some content ( example price in context of reverse bidding)
Click for
MORE

5. Alliance with Telecom Operator
 Tie up with Telecom operators to
◦ Create version of “market place “ – walled garden approach
◦ Define the “exclusive” value proposition
 Why
◦ To ride on their reach – and get new customers
◦ To use their bandwidth for recurring promotion example
 SMS, PCN, BOD, IVR, Retail, WAP, App store, STK, Digital property
◦ To employ telecom billing
◦ Reaching the right customer : Customer screening
 How
We have to create the “operator” branded service and then it should
be managed. So we have 2 decisions to make
◦ Build versus ride on someone’s platform
 For the offline customers: USSD , SMS App store (S2)
 For online customers: WAP, APP market place (S3;S4)
◦ Manage your own our outsource your service
 Can Tie up with managed service providers to look after the platform or do it on your
own.
 Telecom authorities demand certain level of parameters on
availability, scalability, regulations, need rep from vendor side for their system
upgrades
Click for
MORE

6. Some exclusive Telecom operator alliance
 Snap Deal account creation using Operator logs
◦ Using select CDR with customer permission to create E-
commerce accounts
◦ Needs Telecom operator help for KYC and reaching the till
now “ unreached” segment for E-commerce
◦ Create account based on call logs
◦ Organize contest to help create these accounts
◦ Incentivise on creation of account and purchases **Will detail this
in our discussion
 Shop more Talk more – close example T24
◦ Example : Power shop.airtel. In

7. Alliance with OEM
 What?
◦ Explore the seeding opportunity of mobile applications in
some devices or chipsets
◦ The discovery which is the main issue would be solved
 Why?
◦ To ride on the wave of some device popularity
◦ To target a section of market which are online but don’t have
smart phone
◦ To drive usage along with discovery
 How?
◦ Tie up with chipset companies like MediaTek
◦ Tie up with device for bundling like Spice or Micromax or
Kaboom
Click for
MORE

8. Alliance with Enablers
 What ?
◦ Enablers
 Payment Gateways or mobile payments: Example Oxicash or
banking payment gateways to Maximise the conversion from
Sales from system POV to cash collection
 Rating agencies : To profile customer based on their credit ratings
 Predictive engines: To identify the probable customer or next
purchase- deployed on mobile and desktop internet
 Link up with Device Address Book(for mobile app) : [S7]
 Product videos , image recognitions ( Snaptell, Slyce, Amazon’s
Flow) , mobipocket (Amazon acqd)
 Why?
◦ These assist in Sales
 How ?
◦ Using their public or private API’s – Vendor selection
Click for
MORE

9. Emerging hooks
 Alliance with Hike
◦ Use “location” , “community buying” , “ telecom billing “ , “ customer profiling “
advantage
◦ Compare OTT market in India with
 New and looking for alliance : Mxit
 Active user base : WeChat, Line, ChatOn, Nimbuzz, Skype
 $/ customer , demographics
 Twitter synergy
◦ Twitter looking for moving into E-commerce as well – exploratory – need to
check the responsibilities across
◦ Who would be handling the collection of money from customer
◦ Exclusivity
 Tapping the emotion of “gifting”
◦ Tie up with Remittance – click to gift
◦ Tie up with Skype
◦ Tie up with “Giftlease” or similar players
 Ally up with “Internet.org” (and related)
◦ Riding on the wave of mobile first internet users
◦ Getting to share the tools, knowledge and best practices
◦ Relationships with FB, Opera, Samsung, MediaTek/Qualcomm, Ericsson

10. Promotions on other channels
All ATLs promotions should have call to action (On
Neilsen’s report on kind of advertisement which
would draw maximum conversion )
◦ Television #Secondscreenusage
◦ Retail #Roadshows #targeted #calltoaction
◦ Advertising agencies/ mobile Platforms

11. Low Focus channels
 FM Radio
 Emailer’s
 Offline medium : Example hoardings

12. Essentially- this should be the Customer
view
MOBILE
VIRAL
Winning the
Customer

13. Appendix

14. Customer Segment: Desktop / PC
 Objective: Discovery + Acquisition+ Usage + hook to bring them to mobile
 Channels/ Touch Points/Discovery
◦ The landing page when one gets connected to Internet – tie up with Tata
Photon, MTS, Airtel , Wifi pages ( connect with NPD at Reliance Jio)
◦ Apps on dongle (example Airtel 4G) App store
◦ Desktop/Notebook OS : App ( create offline version as well): Get a PR
◦ Devices : example HP has snapfish in favourite by default . Similar strategy for E-
commerce has to be worked out
◦ Devices: Create apps like shopping cart pre-installed
◦ Relevant digital properties – tie up with IRCTC ? Tie up with Banks website ex ; ICICI ?
◦ Be the shopping unit for Live.com or Yahoo
 Priority
 Once on landing page – how do you acquire customers
◦ Use FB/Google API for registration
◦ Use mobile number
 Once registered how do you engage
◦ Updates on apps ( dongles, desktop OS )
◦ Buy versus Build: Read their shopping cart app , tell them what their network has just
bought , tell them about their fried who has just joined, community discount if possible
(Amazon acquired a company on this - Shoptree does something similar )
◦ Evolve them to go mobile on their chosen channel
RETURN

15. Telecom - Alliance
 Operator WAP and APP store
◦ Immediate: Vodafone ( can use location APIs too) , Airtel, Idea – later- Tata
Tele, Aircel
 Retail stores
◦ Distribute vouchers ( for registration) at select stores – operator or 3rd party
offline stores
 Select devices available only on E-commerce – both a high end
and low end example Samsung’s wearable , Micromax / xolo and
now HP (looking for partners)
 Default search button on some mobile devices ***
 Operator short codes ( USSD , SMS, IVR)
◦ For non data population – try for getting similar short codes
◦ Revenue share with operator ( not for the merchandise bought but only for
discovery and initiation of transaction or making it viral*)
 Operator SIM tool kit (WOW in TTSL)
 Relationship with Opera : for Feature phones: preinstall opera app
or put in favourites or search engine
 Shop more – Talk more : example T24 – with Operators / MVNO’s
 Integrate with Billing engines – example M-carbon – across
operators. Use their mobile spread and billing – and bring synergy
 Make browsing on E-commerce – free for some MB’s or hour or
days **– Rcom would like this

16. Enablers
 Create E-commerce Wallet
◦ Example IRCTC
 Snaptell
◦ Click an image to discover and buy – bring customers from
physical retail stores to Snap Deal
 Video Streaming – look and feel of product
 Post Office tie ups – for delivery and promotions

17. Detailing out tie up with Nokia Life Store
 Why ?
◦ Attract the segment who are on feature phone and who use or
don’t use data ( serve the products accordingly)
◦ In Nokia Browsers – target geographies like Kerala who use
the browser to maximum
◦ Target rural population who are using mobile as the medium
to access internet- drive sales in tier2,3 cities and rural
 How ?
◦ Alliance – Nokia E-commerce market place – use location,
customer information, address book linkup to cross-sell, up-
sell and make it viral