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WASIM AKRAM
WHY DID GOOGLE MAKE AN AD
FOR PROMOTING
“SEARCH” IN INDIA
WHERE IT HAS OVER 97%
MARKET SHARE ?!
The ANSWER lies in the FUTURE
not the PRESENT.
Google sees a future where a search query starting with a
browser visit to www.google.com URL itself may be irrelevant in the
fast emerging world of connected smart mobile devices. As is
apparent from chart above, Mobile is already 62.5% of traffic in India
compared to 37.5% for desktop — So, Google knows that more and
more of its target users are on mobile and not on desktops. But even
on mobile, the dominant use case is shifting towards access from
smart devices rather than from features phones.
• In this new world, Google is trying to in-build as many services as part
of its search engine where Google gives you the best contextual
information on your home screen based on your location, time of day
and previous history information that it has on you using Google
Search, Gmail, Youtube, Chrome, Google+ and Google Maps.
• It’s all part of a product called “Google Now” which Google is
integrating deep into Android and is part of Google’s iOS search app
which users would experience more and more going ahead.
• Even though the Google search “Reunion” ad starts with a desktop experience
of Google, it quickly shifts to a mobile only experience where the younger
generation kids are firing up Google from their mobile devices and are also
experiencing these newer integrated services such as flight information and
weather in display card forms.
• Eventually, the idea is to tell users that Google will take care of all the
information you need, whenever you’ll want it wherever you’ll want it — you
don’t need to install or open that Weather or OTA (online travel agents like
MakeMyTrip, ClearTrip, Goibibo) or maps app on your smartphone.
• And hence, the need for this ad right now as Android is starting to
take off big time in India and a lot of these users are mobile-first users
who’ve probably never used desktop in their lives. If these new users
start their web journeys with vertical apps instead of Google, their
chances of coming back to Google would be very difficult.
Future Is MOBILE..
Contd..
Mobile Commerce
M-Commerce is the buying and selling
of goods and services through wireless
handheld devices.
M-Commerce is the process of paying

for services using a mobile phone or
personal organizer
Key drivers - > huge smartphone penetration fueling
“Here & Now” mobile lifestyle

12
Features of Mobile Commerce :
• Provision for cash deposits and withdrawals.
• Ability for third parties to make deposits into a user account.
• Ability to make retail purchase.
• Over-the-air prepaid top-ups using the cash already in the account.
• The ability to transfer cash between users account.
• Provision for bill payments
History
• Mobile Commerce Services were first delivered in 1997, when the first two mobile-phone enabled Coca
Cola vending machines were installed in the Helsinki area in Finland. They used SMS text messages to
send the payment to the vending machines. In 1997 also the first mobile phone based was launched by
Merita also using SMS.
• In 1998, the first digital content sales were made possible as downloads to mobile phones when the first
commercial downloadable ringing tones were launched in Finland by Radionlinja.
• In 1999, two major national commercial platforms for m-commerce were launched with the introduction of
a national m-payments system by Smart as Smart Money in the Philippines and the launch of the first
mobile internet platform by NTT DoCoMo in Japan, called i-Mode.
• In 2000, Mobile commerce related services spread rapidly from Norway launching mobile parking,
Austria offering mobile tickets to trains, and Japan offering mobile purchases of airline tickets.

GVPCE(A)

14
Mobile Commerce from the Customer‘ s point of
view
The customer wants to access information,
goods and services any time and in any place on

his mobile device.
He can use his mobile device to purchase tickets
for events or public transport, pay for parking,

download content and even order books and
CDs.
He should be offered appropriate payment
methods.
15
Mobile Commerce from the Provider`s point
of view
The future development of the mobile telecommunication sector is heading
more and more towards value-added services. Analysts forecast that soon half
of mobile operators‘ revenue will be earned through mobile Commerce.

Innovative service scenarios will be needed that meet the customer‘s
expectations and business models that satisfy all partners involved.

Friday, February 07, 2014

GVPCE(A)

16
TRANSACTION OVERVIEW
Infrastructure and steps in the process
Transaction part I
Transaction part II
Services and Applications
Mobile ticketing

Mobile Money Transfer
Content purchase and delivery

Information services
Mobile banking
Mobile Browsing
Mobile Purchase
Mobile marketing and advertising
20
Mobile Ticketing
 Mobile Ticketing is the process where the customers can order, pay for, obtain
and validate tickets from any location and at any time using Mobile phones .
Tickets can be booked and cancelled on the mobile device with the help of
simple application downloads.
Delivery of tickets to mobile phones can be done in the form of a SMS or by a
MMS.

GVPCE(A)

21
Contd...
Mobile Tickets can be purchased
in a variety of ways including
online, via text messaging or in a
secure mobile application.
Mobile Ticketing is used in
many applications like:
1. Airline ticketing
2. Cinema ticketing
3. Railway & Bus ticketing
4. Concert/Event ticketing
5. Consumer voucher distribution
Friday, February 07, 2014

GVPCE(A)

22
Mobile Money Transfer
Mobile

Money

Transfer

refers

to

payment services which are performed
by using a mobile phone.
By using this service we can transfer

money from one person to other by
using a mobile phone.
Ex: ICICI bank has started IMPS -

Interbank Mobile Payment Service. It is
an interbank electronic instant mobile
money transfer service through mobile
phones.
GVPCE(A)

23
Content purchase and delivery
Mobile content purchase and delivery
mainly consists of the sale of ring-tones,
wallpapers, and games for mobile
phones.
The convergence of mobile phones,
portable audio players, and video players
into a single device is increasing the
purchase and delivery of full-length
music tracks and video.

24
Information services
A wide variety of information services can be
delivered to mobile phone users in much the
same way as it is delivered to PCs. These
services include:
News
Stock quotes
Sports scores

Traffic reporting
25
Mobile banking
Banks and other financial institutions
use mobile Commerce to allow their
customers to access account information
and make transactions, such as purchasing
stocks,

remitting

money,

receive

notifications, transfer money to other banks.

26
Contd..
Mobile Banking Services are:
1. Mini-statements and checking of account history
2. Checking the balance
3. Recent transactions
4. PIN provision, Change of PIN and reminder over
the Internet
5. Cash-in, cash-out transactions on an ATM
27
Location-based services
The location of the mobile phone user
is an important piece of information

used during Mobile Commerce or MCommerce transactions.
Knowing the location of the user
allows for location-based services
such as:

1. Local discount offers
2. Tracking and monitoring of people

28
Mobile Marketing and
Advertising
Mobile marketing is highly responsive
sort of marketing campaign, especially
from brands’ experience point of view.
Corporations are now using MCommerce to expand everything from
services
to
marketing
and
advertisement.

29
Types of M-marketing and advertising:
• Mobile Web Poster
• SMS advertising
• MMS advertising
• Mobile games
• Mobile videos
• Audio Advertisements

Friday, February 07, 2014

GVPCE(A)

30
Friday, February 07, 2014

GVPCE(A)

31
Payment Process:

32
Contd..

33
Mobile Wallets
A mobile wallet based payment strategy deals with how, where and when the
payments can be accepted and processed using the user’s wallet accounts.
A mobile wallet payment option includes the following:
• Prepaid – Here the users top up their mobile wallet accounts upfront and such
mobile wallet accounts are used to make the payments in context of the mobile
sales transactions.
• Post-paid – In this case, a user’s mobile wallet account is linked to his or her
carrier billing account. The mobile sales transactions are paid with the user’s
mobile wallet account, which in turn is charged to the associated mobile billing
account that is usually paid on a monthly or quarterly basis.
• Card linked mobile wallets – In this mobile wallet strategy, the mobile wallet
accounts are linked to user’s debit or credit cards. In a mobile sales transaction,
with card linked mobile wallet payment, the final payment is made from the wallet
34
account that is linked to user’s cards.
Advantages
Advantages of M-Commerce are:
• Portability
• Instant connectivity
• Mobility

• Personalization
• Localization

35
Disadvantages
 Small screens of most devices still limit types of file and data transfer (i.e.
streaming videos, etc.)
 Use of graphics limited
 User interface is often difficult to learn how to use
 Speed
 Limited storage capacity of devices

36
Conclusion : Future is mobile and future
of mobile is commerce & payment…
Mobile commerce.
Mobile commerce.

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Mobile commerce.

  • 2.
  • 3. WHY DID GOOGLE MAKE AN AD FOR PROMOTING “SEARCH” IN INDIA WHERE IT HAS OVER 97% MARKET SHARE ?!
  • 4. The ANSWER lies in the FUTURE not the PRESENT.
  • 5.
  • 6. Google sees a future where a search query starting with a browser visit to www.google.com URL itself may be irrelevant in the fast emerging world of connected smart mobile devices. As is apparent from chart above, Mobile is already 62.5% of traffic in India compared to 37.5% for desktop — So, Google knows that more and more of its target users are on mobile and not on desktops. But even on mobile, the dominant use case is shifting towards access from smart devices rather than from features phones.
  • 7. • In this new world, Google is trying to in-build as many services as part of its search engine where Google gives you the best contextual information on your home screen based on your location, time of day and previous history information that it has on you using Google Search, Gmail, Youtube, Chrome, Google+ and Google Maps. • It’s all part of a product called “Google Now” which Google is integrating deep into Android and is part of Google’s iOS search app which users would experience more and more going ahead.
  • 8. • Even though the Google search “Reunion” ad starts with a desktop experience of Google, it quickly shifts to a mobile only experience where the younger generation kids are firing up Google from their mobile devices and are also experiencing these newer integrated services such as flight information and weather in display card forms. • Eventually, the idea is to tell users that Google will take care of all the information you need, whenever you’ll want it wherever you’ll want it — you don’t need to install or open that Weather or OTA (online travel agents like MakeMyTrip, ClearTrip, Goibibo) or maps app on your smartphone.
  • 9. • And hence, the need for this ad right now as Android is starting to take off big time in India and a lot of these users are mobile-first users who’ve probably never used desktop in their lives. If these new users start their web journeys with vertical apps instead of Google, their chances of coming back to Google would be very difficult.
  • 12. Mobile Commerce M-Commerce is the buying and selling of goods and services through wireless handheld devices. M-Commerce is the process of paying for services using a mobile phone or personal organizer Key drivers - > huge smartphone penetration fueling “Here & Now” mobile lifestyle 12
  • 13. Features of Mobile Commerce : • Provision for cash deposits and withdrawals. • Ability for third parties to make deposits into a user account. • Ability to make retail purchase. • Over-the-air prepaid top-ups using the cash already in the account. • The ability to transfer cash between users account. • Provision for bill payments
  • 14. History • Mobile Commerce Services were first delivered in 1997, when the first two mobile-phone enabled Coca Cola vending machines were installed in the Helsinki area in Finland. They used SMS text messages to send the payment to the vending machines. In 1997 also the first mobile phone based was launched by Merita also using SMS. • In 1998, the first digital content sales were made possible as downloads to mobile phones when the first commercial downloadable ringing tones were launched in Finland by Radionlinja. • In 1999, two major national commercial platforms for m-commerce were launched with the introduction of a national m-payments system by Smart as Smart Money in the Philippines and the launch of the first mobile internet platform by NTT DoCoMo in Japan, called i-Mode. • In 2000, Mobile commerce related services spread rapidly from Norway launching mobile parking, Austria offering mobile tickets to trains, and Japan offering mobile purchases of airline tickets. GVPCE(A) 14
  • 15. Mobile Commerce from the Customer‘ s point of view The customer wants to access information, goods and services any time and in any place on his mobile device. He can use his mobile device to purchase tickets for events or public transport, pay for parking, download content and even order books and CDs. He should be offered appropriate payment methods. 15
  • 16. Mobile Commerce from the Provider`s point of view The future development of the mobile telecommunication sector is heading more and more towards value-added services. Analysts forecast that soon half of mobile operators‘ revenue will be earned through mobile Commerce. Innovative service scenarios will be needed that meet the customer‘s expectations and business models that satisfy all partners involved. Friday, February 07, 2014 GVPCE(A) 16
  • 18. Infrastructure and steps in the process Transaction part I
  • 20. Services and Applications Mobile ticketing Mobile Money Transfer Content purchase and delivery Information services Mobile banking Mobile Browsing Mobile Purchase Mobile marketing and advertising 20
  • 21. Mobile Ticketing  Mobile Ticketing is the process where the customers can order, pay for, obtain and validate tickets from any location and at any time using Mobile phones . Tickets can be booked and cancelled on the mobile device with the help of simple application downloads. Delivery of tickets to mobile phones can be done in the form of a SMS or by a MMS. GVPCE(A) 21
  • 22. Contd... Mobile Tickets can be purchased in a variety of ways including online, via text messaging or in a secure mobile application. Mobile Ticketing is used in many applications like: 1. Airline ticketing 2. Cinema ticketing 3. Railway & Bus ticketing 4. Concert/Event ticketing 5. Consumer voucher distribution Friday, February 07, 2014 GVPCE(A) 22
  • 23. Mobile Money Transfer Mobile Money Transfer refers to payment services which are performed by using a mobile phone. By using this service we can transfer money from one person to other by using a mobile phone. Ex: ICICI bank has started IMPS - Interbank Mobile Payment Service. It is an interbank electronic instant mobile money transfer service through mobile phones. GVPCE(A) 23
  • 24. Content purchase and delivery Mobile content purchase and delivery mainly consists of the sale of ring-tones, wallpapers, and games for mobile phones. The convergence of mobile phones, portable audio players, and video players into a single device is increasing the purchase and delivery of full-length music tracks and video. 24
  • 25. Information services A wide variety of information services can be delivered to mobile phone users in much the same way as it is delivered to PCs. These services include: News Stock quotes Sports scores Traffic reporting 25
  • 26. Mobile banking Banks and other financial institutions use mobile Commerce to allow their customers to access account information and make transactions, such as purchasing stocks, remitting money, receive notifications, transfer money to other banks. 26
  • 27. Contd.. Mobile Banking Services are: 1. Mini-statements and checking of account history 2. Checking the balance 3. Recent transactions 4. PIN provision, Change of PIN and reminder over the Internet 5. Cash-in, cash-out transactions on an ATM 27
  • 28. Location-based services The location of the mobile phone user is an important piece of information used during Mobile Commerce or MCommerce transactions. Knowing the location of the user allows for location-based services such as: 1. Local discount offers 2. Tracking and monitoring of people 28
  • 29. Mobile Marketing and Advertising Mobile marketing is highly responsive sort of marketing campaign, especially from brands’ experience point of view. Corporations are now using MCommerce to expand everything from services to marketing and advertisement. 29
  • 30. Types of M-marketing and advertising: • Mobile Web Poster • SMS advertising • MMS advertising • Mobile games • Mobile videos • Audio Advertisements Friday, February 07, 2014 GVPCE(A) 30
  • 31. Friday, February 07, 2014 GVPCE(A) 31
  • 34. Mobile Wallets A mobile wallet based payment strategy deals with how, where and when the payments can be accepted and processed using the user’s wallet accounts. A mobile wallet payment option includes the following: • Prepaid – Here the users top up their mobile wallet accounts upfront and such mobile wallet accounts are used to make the payments in context of the mobile sales transactions. • Post-paid – In this case, a user’s mobile wallet account is linked to his or her carrier billing account. The mobile sales transactions are paid with the user’s mobile wallet account, which in turn is charged to the associated mobile billing account that is usually paid on a monthly or quarterly basis. • Card linked mobile wallets – In this mobile wallet strategy, the mobile wallet accounts are linked to user’s debit or credit cards. In a mobile sales transaction, with card linked mobile wallet payment, the final payment is made from the wallet 34 account that is linked to user’s cards.
  • 35. Advantages Advantages of M-Commerce are: • Portability • Instant connectivity • Mobility • Personalization • Localization 35
  • 36. Disadvantages  Small screens of most devices still limit types of file and data transfer (i.e. streaming videos, etc.)  Use of graphics limited  User interface is often difficult to learn how to use  Speed  Limited storage capacity of devices 36
  • 37.
  • 38. Conclusion : Future is mobile and future of mobile is commerce & payment…