User Growth Plan
SUMAN MISHRAGo to market and User Growth Plan for OTT @
India
New OTT Player : Towards 10 million MAU
10,000,000 MAUDISCOVERYSIGNUPSENGAGEMENTVIRALPeople visit the
landing page (Desktop and mobile) People turn Customers. Enter
their credentials : email id or mobile numberCustomers come back to
service. Use the features of the product. Customers talk about our
product and bring their network to the product. Note: Not including
Revenue in the current discussion
A bit about the probable customer Have internet Access Access
internetFrom Mobile Mobile handset Is a Smart Phone
Defining the value and positioning.. Discn needed ValueBringing
friends together ? Publishing platform for companies ? Generating
content ? Free international calls ?
Market and PositioningWhats the differentiator?
Key ObservationsSubstantial portion of the target segment (
youth) offline Trend of Mobile only and mobile first internet users
Out of those who are online, majority have feature phoneThose who
have access to mobile internet and have smart Phone are using it
for communication, Facebook, search, entertainment apart from
messaging APPThe messaging APP has low entry barrier, and
exit/switching cost Messaging APP in the market showing uptake
because of Content Push like Twitter, WeChatIncumbents like G+, FB,
Skype Device Push like Nimbuzz, ChatOnBringing friends together
Niche values : skills (LinkedIn)
Key Propositions.(1/2)Should we not get them as customer before
they onboard the internet ?OFFLINE and DESKTOP Plan NeedShould we
not get them as customer before they onboard to smart Phone?Should
they be excluded from the network of friends ?FEATURE PHONE Plan
NeedA
Key Propositions.(2/2)Drive the users on mobile internet towards
the OTTSwitch strategy for those already on messaging APPOn
boarding and Switch PlanAOn Mobile Internet but not using messaging
AppUse Messaging App
Offline and Desktop PlanCapture the untapped market offline
customers Customers should be able to access a variant of product
without internet Hook to move to evolved version of product Desktop
customers Low touch version of product browser (non
downloadable)Can do more in less provide them the option to send
email, browse interesting content , communicate and share Carry the
signup, network and their content to mobile
Driving the TG to the OTT landing pageRelevant Targeted Web
advertisementsChannel / Alliance Operator touch points BuyLiaise
with existing gateway and playersOperator branded Build Create an
offline version of product . Make India the test bed and beach
front strategy* #USSDversionofproductUse CDR to create account **
#OTTaccountcreationusingcdrrevivethediscsnDevice and OEM
Channel#seedingthemarketwithplayerslikehuawei #revivethediscussion
Retail Select Wi-Fi Channels Content value chain Being their
distribution arm*** #secondscreen #settopbox #nookialifetools
From Visits and downloads to signupsSlim client Create a log out
version of the product* #revivethediscntwtrMinimal steps to sign on
Getting back to visitors who didnt sign up but not create the
irritation
From signups to UsagePush Send a reminder of the account
inactivity Tell about new features in product Tell about new
friends who have joined PullAlerts/Reminders: Birthday , Events
Ride on the wave of users on internet already New ContentUtilities,
Search
From usage to making it viralShould create a buzz when they use
the product Low touch in pulling in friends Integrate with Call
records Integrate with Address Book*
#createoptionforphonebookoncloudAlliance with non competing players
example slideshare , quora
Appendix
Dipstick on where we are today About the competitors .. About
the complementors What we could learn from others
