3. 3
Mobile Influence
Of the 680 million Indian cell phones currently
subscribed, over 98% of them are SMS capable.
Close to 600 crore mobile calls are made
everyday in India.
Over 150 million mobile data users.
Over 60 million 3G capable handsets.
50% population under 35 years old.
Cell-phone penetration in India has surpassed TV
(125m), Radio (10m), web access (72m) & Home
PCs.
4. 4
Mobile is Social
Accessibility to social circles at all times.
Perpetually connected, constant companion.
Mobile devices serve as part of identity, ring-
tones, answer-tones, designer phones.
Tool for information, entertainment, music &
photos.
Ubiquitous uptake regardless of culture.
Transition from cell phones to smart phones.
Over 90% of 18-29 year olds use text
messaging.
7. 7
Current Status :
Airtel’s AdRBT Subscriber base 1.2 m
Average calls per day: 4
Total Monthly Impressions: 120m
Potential Subscriber Base :
Idea & Tata Indicom + Tata DoCoMo Inventory in the
pipeline aiming at a Herculean potential subscriber
base.
Our Partnerships
8. 8
Ad Effectiveness
•Callers hear your message, and only your message
•High brand recall
Measureable
•State-of-the-art monitoring system
•Detailed client reports
Why AdRBT ?
Targeting
•Region
•Time of day
•Day of week
Interactive
•Call to action by pressing zero
•Further engagement by SMS Vast Reach & High Penetration
• Metros, Tier 1, Tier 2, Tier 3 and Rural
• Speak the language of your customer
Zero Spillover
•No wasted impressions.
•No more paying for ads that no one ever hears.
11. IN EXCLUSIVE PARTNERSHIP WITH GEMALTO
The consumer use his phone to shoot the Zapcode’s “color pattern” which is turned into a
number and sent to the server via WIFI, GRPS or 3G connection
The server recognises the index and sends a URL (internet address) to the phone
ColorZip QR Codes
12. Singapore / Media Sector
Partnership with Singapore Press Holdings, Yellow Pages & Reader’s Digest
1 million users-enabled (~20% of population) in 2 years (2007-2009)
100 clients in all media sectors : print, outdoor, TV, in-store, on-pack, Web, etc.
13. Coca-Cola / Singapore
5 millions cans produced with a Colorcode : Coke, Sprite & Coke Zero
Activation campaign offering free wallpapers, ringtones and EA games
Newspapers, outdoor & in-store media used to support mobile campaign
Great success with thousands of downloads & contract renewed
14. E-Commerce / Japan
Fuji TV / Amazon.co.jp
Partnership with Adobe, Fuji TV, TBS since 2006
Successful launch of many e-commerce projects including Amazon on Fuji TV
Colorcodes used for Cinema ticket booking, resell of digital goods (e.g. EA games,
MP3, ringtones, wallpapers), real-time auctions, and virtually to sell any consumer
goods or services from a traditional media to a mobile phone
15. Discovery Channel / Singapore
First regional magazine (Asia-Pacific) to use Colorcode
Mobile-Editorial, Video, ringtone downloads, etc.
Reader’s engagement with Q&A, polls, contests, etc.
Very fast pick-up rate (<3 months) and still growing
Opportunity for CRM data collection & new advertising
16. 16
ColorZip Brand Activation
• ColorZip QR codes activate traditional and digital media by providing an
opportunity for the consumer to engage directly with the brand at time of
viewing.
• The ease of consumer experience is another advantage.
• By leveraging ColorZip QR Codes, consumers are simply able to scan
the code and immediately be directed to their desired information, app, call
center, coupon or video without having to enter long URLs or phone
numbers from their mobile device.
• The analytics which are available to the brand through the ColorZip
campaign will also enable them to measure statistics around the
consumer’s interaction with the product or advertisement.
• Using codes in an integrated way, across media will significantly increase
results
• The technology is universally used across a wide range of age groups .
17. 17
IRCTC 139 SMS + Voice
Demographics:Demographics:
Educated Consumers
Computer literate
Comfortable with E-commerce
Have disposable income for discretionary spend
Traffic:
5 Lakh SMS everyday, with 70% unique consumers.
Over 6 lakh Voice Calls on the 139 Helpline number.
• India’s largest Rail Booking Portal
• Pan India operations
• Message on successful booking of ticket
• Message with tagged advertising
• Brand Messages/Jingles on 139 Countrywide Helpline
18. 18
Mobile Marketing Takeaways
• Location-based targeting is a critical distinction that makes mobile more
powerful than other channels. Knowing where a mobile user is - can help
brands know which content is most relevant to deliver.
• Mobile Marketing provides enormous opportunity to engage with
consumers and to deliver content previously limited by constraints of
channels and space.
• Companies who are not already engaging with stakeholders via mobile
are missing infinite business and revenue-generating opportunities created
by exponential mobile growth. And, once mobile is even more pervasive in
a few years, businesses who are not in the mobile space risk being
squeezed out by competitors.
• Mobile is not just a channel for businesses to push out information. As
"search" is the top mobile activity, Companies must position their brands
and mobile offerings aligned with consumer expectations.
