NAVIGATING THROUGH THE

FRAGMENTED MEDIA LANDSCAPEROLE OF MOBILE IN YOUR MEDIA MIX

Binay Tiwari, Head - Global Marketing, Vserv.mobi

Reach of Mass Media in India

TelevisionCable & DTHPressRadioCinema

539MILLION

448MILLION

349MILLION

158MILLION

76MILLION

Television

539MILLION

Mobile

873MILLION

Mobile Vs. Television

Most powerful Mass Media ever!

Print

Radio

TV

Internet

Mobile

VIDEO

MUSIC

TEXT/IMAGE

BROADCAST

+INTERACTIVE

Audience measurement100%

Truly personal 1 device per person

Always ON& Always Carried

Many “Firsts” as a Mass Media

873 MILLIONMobile subscriber base

374 MILLIONInternet enabled handsets

112 MILLIONMobile Internet users

Source: TRAI | Vodafone | Industry Estimates

Mobile Internet – over 112 Mn Users

CONTENTAPPS | GAMESMOBILE SITESMUSIC/ RADIOMOBILE TV

DEVICESADVANCED FEATURE PHONESMASS MARKET SMARTPHONESLOW COST TABLETS

MOBILE INTERNET USERS IN INDIA

TECHNOLOGYAFFORDABLE GPRS3G ROLL OUTWIMAX

Mobile Internet will continue to grow!

MEDIUM WILLCONTINUE TO

GROW

MYTHS

My audience uses only iPhone / iPad

MYTH #1

FEATURE PHONES ARE CRITICAL FOR REACH!

> 80%~ 1%FEATURE PHONESiPhone + iPad

MOBILE INTERNET READY DEVICE BASE

Only Smartphoneusers enjoy Apps

MYTH #2

All this in a phone costing less than $50!

SURFS THE INTERNET

MUSIC ON LOUDSPEAKERS

PLAYS VIDEOS

PLAY GAMES

RUNAPPS

SOCIAL MEDIA ACCESS

All Phones are SMART!

Easy to Use

Visual v/s Text

Offline / low connectivity use

Richer user experience

Higher Stickiness and Repeat Use

App Advantage

13APPS100K

DOWNLOADS/DAYMILLION

75 MILLION LIKES!Facebook feature phone app page is the single most ‘liked’ page!

APPsolutely HUGE!

OTHER APP STORES

MYTH #2

Mobile offers only tiny banner formats, which

users don’t notice

Premium Ad Placement

EXIT AD:Featured on

exiting the App

LAUNCH AD:Featured before

App starts

IMPACT GUARANTEEDMinimum 5% CTR

Full Screen!Uncluttered

Mobile Internet users are the same folks already

using PC Internet

MYTH #4

Mobile only Internet usage

Introducing India’smobile-only Internet generation

Mobile is the only way to access Internet 41%

Convenient when away from computer 40%

Cheaper than using a computer 39%

Easier than using a computer 32%

HALF the mobile internet users NEVER / RARELYuse the internet on a computer

First Internet Experience on Mobile

NEVER used the Internet on a PCActually find ads useful and a form of discovery

Mobile ALREADY ahead in India

India Internet Traffic: Desktop v/s Mobile

Usage patterns on MobileInternet are similar

To PC Internet

=MYTH #5

Desktop Internet

InformationCommunicationEntertainment

Mobile Internet

Web Pages / Search Email / IM Streaming

Search / Reviews Email / Social Ringtone / Wallpaper

DOWNLOADS BROWSINGSOCIAL/EMAIL

65% 55% 30%

Source: On Device Research, Opera Software

THE MOBILE TRIFECTA

What % should mobile be in your

Media Mix?

Does MOBILE make sense for YOUR BRAND?

REACHURBAN+RURAL

AT SCALE

1

Wireless Tele-Density in India at 72.7%

Scale to Address Urban & Rural Markets

URBAN: 159%

Rural: 35.4%

Source: TRAI, Sep 2011

Need Deep Reach in Rural and Urban Markets

to influence purchase decisions in a highly competitive market

Example: DTH Providers

ENGAGING THE YOUTH

2

84% ARE BETWEEN 18-35

Example: Youth Brands

Reach the youth on a media which they love and use through the day… and night!

REACH TECH-SAVVYINFLUENCERS

3

Evolved Users are doing more than just talking on mobile

Aware & ambitious

Gadget freaks

Use funky accessories

Influencers

Reach users excited about consumer technology and influence purchase decisions of their friends and family

Example: Tech / Gadget Brands

Maximize App Distribution

4

Other Media

Mobile Advertising

Supported

Non Supported

Non Mobile

Audience

Target better for

Less spillage

GET APP

Targeted Reach, High ROI

Print

Web

TV

$ $

MOBILE ADVERTISING

OFFLINE ADVERTISING

LOSS in Media Change

Track performance End-to-End

AD Served APP Install

GET APP

SEAMLESS

From Click to Install

No Media Jump: Best way to drive distribution

Reach new users who don’t come to your brand property

Accurate Targeting: No Wasted Traffic

Optimize traffic sources to achieve eCPI goals

MAXIMIZE App Distribution

Example: ‘App Savvy’ Brands

CONSUMER SEGMENTATION

BASED ON MOBILE DEVICE

5

Powerful Targeting Based on Device

COMPETITOR DEVICE: Switch over to Brand

EXISTING USER WITH OLDER DEVICES: Upgrade within Brand

EXISTING USERS WITH TOP OF LINE DEVICES: Advocate Brand

Example: Mobile / OEM Brands

RIDE THE 3G WAVE

6

Identify Users Mobile Operator

Gateway IP address

SIM card based even if user is on Wi-Fi

Leverage Mobile Number Portability and 3G to attract customers from Competition

Upsell 3G Value Added Services to existing users

Example: Mobile Telco Brands

Drive Micro-Transactions

7

Mobile has a built-in payment mechanism

Telco billing – frictionless; one click experience for the user

Operator revenue shares have improved – now upto 70%

Promote & Sell deals – all on the mobile!

Example: Deals / Coupon Services

Drive Traffic to New Mobile Property

8

No “Media Jump”Seamless User Experience

Pay only for Clicks, not Ad impressions

No wasted traffic No “pop ups”

Performance-based Traffic Generation

Example: “Online First” Brands moving to Mobile

Regional / LocalRetail Presence

9

Circle Targeting – Large Metro Markets – Mumbai / Delhi

– States with a high “Regional flavour”

Effective Location Based Targeting

GPS / Cell Tower based location

Example: Retail Brands

FESTIVAL OFFERS Durga Puja: W Bengal | Onam: Kerala

YOUTH HUBSCollege / Hangout areas

Time-Sensitive Communication

10

Reach / Remind users of your service during a certain

time of day

Boost campaign only an hour before a TV Show!

Remind + Show a video teaser!

Example: TV Channels

1 2 3REACH IMPACTENGAGE

Combo is critical in Emerging

Markets

Leverage ‘Natural’

consumption behavior

Both - Reach & Impact are

possible with the right media

APPS+

3 Key Take Aways

VIDEO

Cheers!binay@vserv.mobi