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Mobile Advertisement(m-Ad)

BUET ChariotsDeliberators:

Rahat Ibn RafiqSajjadur Rahman

m-Ad

• Arafat is a software engineer.

A software company gives a job circular in the Daily ‘Y’.

Unfortunately he keeps the Daily ‘X’.

An opportunity is lost.

Looking for a job

Scenario 1

• Ms. Momtaz is a housewife

Looking for a flat in area ‘B’.

Tedious process hampers daily chores

Misleading information.

Scenario 2

• Sadia is a student

Need tuition.

Decides to advertise in the daily ‘X’.

Entails relatively large sum of money.

For a 40 word classified advertisement, the charge is 1000BDT.

Scenario 3

Scenario 1: Inconsistent reachability to the target people.

Scenario 2: Unreliable and unavailable information Too hectic and painstaking

Scenario 3: Monetary constraint

Dredged up problems

Furthermore Time Latency Text’s dependency on monetary factor

Lengthy process

Untoward hassles due to exposing of contact numbers.

Our Concept….

Customer

Advertiser

System Demonstration

Advertiser

User

Mobile Operator Server

Content Server

Students Unemployed personnel Unmarried personnel Companies Flat owner & renter Others

Tech-based users

Target Customer

Survey

98% people are interested in mobile based system. 70% of them wants security first. 92% people prioritize the low operating charge. 73% of them wants easy operation module. 90% of them wanted a easy query system.

QFD (Voice of Customer)

Why Mobile…..

1. Whole country coverage2. 40% of the whole population under the

facility of mobile use. So the number is about 7 Crores.

3. Cheap media of communication, so affordable by grassroots.

Innovativeness

Difference with other1. A dedicated mobile application for classified advertisement• one platform for all.

2. No internet connection required3. A systematic notification subsystem

m-Ad System

Why Customer will use m-Ad1. Dynamic yet flexible user interface

2. A subsystem for less-sophisticated cell phones• Both java enabled and disabled cell phones

3. Single form to submit and query an advertisement4. Notify the query user5. Inexpensive

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Business Process

m-Ad

1. Registration Process

CustomerCustomerSending SMS to create an M-Ad

account

Sending SMS to create an M-Ad

account

Server will store the number as

registered

Server will store the number as

registered

M-Ad service is activated by

confirmation SMS

M-Ad service is activated by

confirmation SMS

Registration Fee : 30 BDT per year

Classified Advertiser

Query User

Commercial Advertiser

2. Advertise procedure (application based)

AdvertiserAdvertiser Going to M-Ad downloaded application

Going to M-Ad downloaded application

Select the desired criteria from drop

down list given

Select the desired criteria from drop

down list given

Sending the application

to the server

Sending the application

to the server

Return SMS will confirm the Success

Return SMS will confirm the Success

Advertisement Cost: 5.00 BDT per Ad

3. Advertise Procedure(SMS based)

AdvertiserAdvertiserGoing to message option

Going to message option

Type the name of

the desired criteria

Type the name of

the desired criteria

Sending the SMS to the

server

Sending the SMS to the

server

Return SMS will inform the format of the Ad

Return SMS will inform the format of the Ad

Going to message option

Going to message option

Type the Ad in proper

format given

Type the Ad in proper

format given

Sending the SMS to the

server

Sending the SMS to the

server

Return SMS will confirm the Success

Return SMS will confirm the Success

Advertisement Cost: 20.00 BDT per Ad

4. Query procedure (application based)

Query userQuery user Going to M-Ad downloaded application

Going to M-Ad downloaded application

Select the desired criteria from drop

down list given

Select the desired criteria from drop

down list given

Sending the application

to the server

Sending the application

to the server

Return SMS will confirm the Success

Return SMS will confirm the Success

Query Cost: 2.50 BDT per query

5. Query procedure (SMS based)

Query userQuery userGoing to message option

Going to message option

Type the name of

the desired criteria

Type the name of

the desired criteria

Sending the SMS to the

server

Sending the SMS to the

server

Return SMS will inform the format

of the query

Return SMS will inform the format

of the query

Going to message option

Going to message option

Type the query in proper

format given

Type the query in proper

format given

Sending the SMS to the

server

Sending the SMS to the

server

Return SMS will confirm the Success

Return SMS will confirm the Success

Query Cost: 10.00 BDT per query

6. Advertise process (Commercial Advertiser)

Going to M-Ad

downloaded application

Going to M-Ad

downloaded application

Select the desired

number of ad

Select the desired

number of ad

Sending the request to the server

Sending the request to the server

Return SMS will confirm the

Success

Return SMS will confirm the

Success

Commercial Advertiser

Commercial Advertiser

Type the Advertisement

at the given space

Type the Advertisement

at the given space

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Development Plan

m-Ad

Assumptions: Run by Content Provider Company

Financial Plan

Consumer increase rate (monthly)

First year : 10% Second year : 5% Third year : 2.5%

Increase Rate of Fixed Expense 5% Yearly

Mobile Operator’s Share 60%

Financial Plan

Usage:

Arena No. of Users

20 % of Classified Advertiser in Newspaper in a month 3500

100% response of a particular Advertisement 3500

Commercial Advertisement in a month 15

Total User in a month 7015

Monthly Improvement Rate of User 10%

Total Users at the end of the Year 150000

No. of User in 1st Year 150000

Capital Requirement

Preliminary Expenses

Software Generation Cost……………… 200000 BDTAdvertisement Cost…………………….. 1500000 BDTShort code Allocation Cost…………….. 100000 BDTHardware Purchasing Cost……………. . 65000 BDT

Arena Equipment Cost * Item Total Cost

Hardware Purchase

Computer 30000 * 2 60000 BDT

Internet Connection

----------- 5000 BDT

Hardware Purchasing Cost Detail. Source: Rishit Computers, 2nd floor, IDB

Capital Requirement

Arena Equipment Cost * Item Total Cost

Customer Care Setup

Cost

Computer 30000 * 2 60000 BDT

Furniture Cost ----------- 20000 BDT

Telephone Set And Connection

5000*2 10000 BDT

Others (Fan, Light, Water filter, Utensils etc)

----------- 10000 BDT

Customer Care Setup Cost……………….....100000 BDT

Preliminary Expenses

Customer Care Setup Cost Detail.Source: Rakibul Alam, Manager, Customer Care, Pramiti Computer & Network Pvt.Ltd.

Total Preliminary Expenses…………... 1.965 million BDT

Fixed Expenses (yearly)

Software Maintenance Cost……………… 300000 BDT

Advertisement Cost……………………… 50000 BDT

Salary of Employees…………………...... 540000 BDT

Short code Fee…………………………… 50000 BDT

Hosting Cost …………………………… 140000 BDT

Total Fixed Expenses…………………... 1.08 million BDT

Capital Requirement

Earnings

Revenue

Total Revenue…………………………………………. 22.5 million BDT

Variable Expenses (60% of total revenue) ………….. 13.5 million BDT

Contribution margin………………………………..... 9 million BDT

Arena No of Item* Cost Total revenue

Registration Fee 150000 customer x 30 BDT 4500000 BDT

SMS charge 4 SMS per advertiser X 20 BDT per SMS 6000000 BDT

10 SMS per query user X 2.50 BDT per SMS

1875000 BDT

Commercial Advertisement 1000000 SMS x 10 BDT 10000000 BDT

Projected Income

1st Year 2nd Year 3rd Year 4th Year

Number of User (assumed)

.15 .335 .5 .5

Contribution Margin 9 20.1 30 30

(Less) Preliminary Expenses

1.965 --- --- ---

(Less) Fixed Expenses 1.08 1.19 1.309 1.44

Net Operating Income 5.95 18.91 28.70 28.56

Note: All numbers are calculated in million

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Business Analysis

m-Ad

Market Analysis

Risk Analysis

SWOT Analysis

Market Analysis

Competitio

nConsu

mer

Collaborator

Company

5 C Mode

l

Climate

Market Analysis

Company

Collaborator

Consumer

Competition

Climate

• content provider company . • Goal oriented technological expertise.

• Trusted liaison with the Mobile Operator.• Strong network and huge customer pool.

• Persistent rate of customer growth• Inclination towards an automated system

• Better user environment • Inexpensive and involves less harassment• Current market competitors

• No agreements are violated • Dependency on cell phone environments

Promotional Strategy

Info Message Advertisement

– popular newspaper – electronic media– Website

Promotional message Social Network

– Facebook page and groups

SWOT Analysis

S

W

O

T

Strength

Opportunities

Weakness

Threats

• Huge cell phone subscriber potential•  Inexpensive & Instant• Reduced hassles and mobility.

• Illiteracy of the users.• SMS based system is lengthy.

•Many new contents can be added by using this process.• Huge demand among the users.

• False advertises that increase users harassment.• Wrong input of the users.• Market Follower

RISK TYPE POSSIBLE RISKS

Technology 1.High traffic in database.2.Malfunction of server.

People 1.Lack of technical expertise in average users.2.Fake advertisement.

Requirements Changes in user requirements after the implementation requires major design rework.

Risks & Risk Types

Risk Analysis

RISK PROBABILITY EFFECTS

Server malfunction Low Catastrophic

Fake advertisement Low Tolerable

High traffic in database Moderate Serious

Lack of technical expertise in average users

High Tolerable

Requirements alteration Moderate Tolerable

Risks Planning

RISK STRATEGY

Server malfunction Standby backup server.

Fake advertisement Complaint system.

High traffic in database Investigate the possibility of buying a higher performance database.

Lack of technical expertise in average users

Introduce this system to general mass & train them how to use.

Requirements alteration Derive traceability information to access requirements change impact.

1. Problem & Solution-Current scenario, industry background

2. Innovativeness-Comparison with competitors and user attraction

3. Business Process-Service Flow & operation

4. Development Plan-Financial plan

5. Business Analysis-Business environment, marketing plan-SWOT & Risk analysis

Recap

Software Demonstration

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Thank You

m-Ad

Thank YouQuestions?

Real Life Implementation

can be implemented in a wide range of sectors of real life– Flat/apartment sale/rent. – Tuition/student wanted – Motor vehicles/tech-based appliances sale. – Matrimony – Job opportunity – Others.

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Use-Case Model

m-Ad

Subsystems

4 subsystems-– Registration– Advertisement– User Query– Complaint

Registration Request

ConfirmationAdvertiser

Use Case diagram :Registration

User Information Collection

Mobile Operator

<<depends on>>

Advertisement

Submission

Updating&

Notification

Advertiser

Content Server

Use Case diagram :Advertisement

Validation

Mobile Operator

Query Submission

Searching&

NotificationAdvertiser

Content Server

Use Case diagram :User Query

Validation

Mobile Operator

Complaint Submission

User information verification

Complaint Filing

<<depends on>>User

Mobile Operator

Use Case diagram :Complaint

Confirmation

<<depends on>>

Break Even Analysis

Year 1 Year 2 Year 3 Year 40

5

10

15

20

25

30

35

RevenueExpense

1.25 Year

Initial cost1.965 million

BDT

Fixed expense per year

1.08 million BDT

Total revenuePer year

9 million BDT

Projected cash flow

Initial Stage -1.965 M BDTAfter 1st year 5.95 M BDTAfter 2ND year 18.96 M BDTAfter 3RD year 28.8 M BDTAfter 4th year 28.75 M BDT

Payback Period

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Initiated by a simple cell-phone command

Inexpensive advertising environment

Easy access to the advertisements

Consistent connection between the advertiser and the query-user.

Hassles kept at the minimum.

m-Ad System

Software Functionality

Three functional parts Mobile operator server A content server Cell phone application software

Mobile Operator Servero Verify user validity in

Registration Advertisement Query

Software Functionality (contd.)

Content Server Registration:

o Store relevant user informationo Notify the user

Advertisemento Store the advertisement for 7 days

Queryo Retrieve and send the advertisement

Software Functionality (contd.)

Cell phone application software Used in Java enabled handsets Provide flexible user interface for

Registration, advertisement & Query

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Information Technology Usage

Information Technology

Application software

Mobile SMS

Content server

Database

Software requirements

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Application software

Registration:

• Compulsory registration• Given information is checked against the

information in the mobile operator server.• Valid if given data conforms to that of the server.

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Aesthetic look:

• User friendly GUI Advertisement:

• No text based approach

User Query:

• Appropriate options to form the required queries

Application software(contd.)

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Mobile SMS

For mobiles that are not java enabled

Text based fixed format queries and advertisements

Notifications through SMS

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Content Server

Stores the advertisement

Collects and sends SMS

Verifies the user.

Retrieves the information for the query and sends it to the user.

All advertisements have a lifetime of 10 days.

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Database

Installed in the content server

Powerful database for efficient data retrieval

Oracle, MySQL , SQL server can be used

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Software Requirements

Open source platform

We will use C# or java, PHP or JAVA SERVLET

Linux for open source facility

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