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Magic Voice – State of art product offering by TechZone. Deepika Solanki FT13217 [email protected]. Gajendra Sisodia FT13125 [email protected]. Overview. Company. Company Background. blackNgreen , is the international division of Techzone . - PowerPoint PPT Presentation
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Magic Voice – State of art product offering by TechZone
Deepika [email protected]
Gajendra [email protected]
Overview
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Company
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• blackNgreen, is the international division of Techzone.• Provides several telecom technologies and VAS products• 700 million users globally• State-of-the-art telecom and mobile services
Company Background
Product Offerings
Magic Voice Celebrity Voice Twitter
IVR Product Network Related Products
Vision - To empower all major telecom operators across the globe by end of 2014.
Mission - Innovate continuously and create new telecom and mobile services for carriers which ultimately results in customer delight.
Latest Offerings
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• Most advanced patented voice changing product. User can change their original voice into multiple other voices while talking on the phone
• High end technology developed over the past 3 years ensures seamless change of voice, over a call
• Currently, offers nine different type of voices
Product Features
Magic Voice
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Age 4-25 Age 25-38 Age 38+
55%28% 17%
Age Group
High Medium Low
20%52%
28%
Based on ARPU
User Base
Current User Base
Male Female
62%38%
Based on Gender
Key Points• Ease of use
• Attracting consumers outside the target age group i.e. 38+• 30% of users have no education
• 72% of Magic Voice App users are the ones with high end while 28% are the low ARPU
• Children are one of the biggest users of the services.• Increasing demand coming from the big MNC’s/Enterprises
Urban Rural Semi Urban
44%20%
36%
Based on Geography
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SUCCESSSTORY
4 Million calls are clocked in first week of launch.
Amazing Response - Adopted by 6% of entire subscriber base within 3 months
Promotions Response
Done via SMS 15% response rate
Viral Marketing Promotion was targeted to only 1% of the subscriber base . However, spread to 6%
OBD Call 18% response rate
Segmentation
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Need for Segmentation
• We assume that the 4-25 yrs. age group should be further divided into 3 segments
1. 4-10 yrs.
2. 11-20 yrs.
3. 21-25 yrs.
• This is keeping in mind that each of these above segment has different
needs/requirements from such a product
• We have also identified, Rural Markets and enterprises as potential targets
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Segments Profile Current offerings
4- 10 yrs.Small Children, biggest users of the Toys industry, Can compel their parents to buy such novel products
Parrot Feature; Possible attractants - Kid, Cartoon, King, Gangster and Monster
11- 20 yrs. Teenagers, Friendships are very important, Hang out with friends, play pranks, etc.
Possible attractants - Female, Arnold, and Gangster; Reconnect
21- 25 yrs.Youths, Early adopters for new technologies/gadgets, high mobile and internet usage
Possible attractants - Female, Arnold,
25- 38 yrs. Salaried, young parents, willingness to spend money Possible attractants - Boss
38 + yrs. Matured individuals, make intelligent purchases Possible attractants – All
Age Based Segmentation
Potential Segments
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Profile Share
Youth – Rural and Semi
Urban
Enterprise based
Segment
Segments Profile Current offerings
Entertainment proposition of MagicVoice fits in perfectly in this segment.
•Telemarketing firms – Small and medium scale enterprises•HR departments of companies•Organizations providing education software to children
Rural Markets – Youth of rural markets are aspirers; not very tech savy but enjoy newer and modern applications; might also be illetrateSemi Urban Markets – Ready to adopt newer breakthroughs; aspirers; greatly influenced by TV/Readio
•Telemarketing firms – Small and medium scale enterprises•HR departments of companies•Organizations providing education software to children
Target and Positioning
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What the 4-10 yrs. Target segment seeks out of Magic
Voice
Seeks a novelty
Fun element to keep them occupied through the day
Way Forward
Merchandises – Exclusive soft toys of cartoon characters like Bugs bunny, tweety, etc. can be launched with Magic Voice app
How it is being currently delivered
First of its kind application where the child can record his/her voice and listen the message in different tones
What the 11-20 yrs. Target segment seeks out of Magic
Voice
Pranks
Fun ways to get in touch with friends
Way Forward
Bundling the Magic Voice Application with the celebrity voice twitter application
How it is being currently delivered
Through mobile applications
Through mobile network
Given the potential multiple usage of Magic Voice, we recommend different strategies for different targets
Specific strategies for each segment
4-10 yrs. segment
11-20 yrs. segment
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What the 25-30 yrs segment seeks out of Magic Voice
The young parents from this segment want fun filled service for their toddlers which are risk free and provide healthy entertainment. Also seek education through such products
How it is being currently delivered
Magic Parrot feature is quite popular among the ladies.
Specific strategies for each segment
25-30 yrs Segment
Way Forward
There is a market of 5.3 million MagicVoice apps in India when it is involved as for providing better education to children.
A parent teaching his child alphabets while using different voices will entertain as well as educate his child.
Simple concepts and languages can also be taught using interesting voices from the bouquet of options available.
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What the Enterprise segment seeks out of Magic Voice
Seeks to make their organization cost effective. (Telemarketing)
Make their employees open up in presenting their views
Play Schools can very well adopt use this feature as for teaching below 10 yrs children.
Way Forward
Make BPO’s/Sales use Magic Voice to enhance voice quality of ordinary talent pool.
Can be used by HR functions of company enabling their employees to express views in the more effective autonomous manner.
Play Schools can make their teaching methodology innovative through narration and other story telling with MagicVoice.
How it is being currently delivered
Through Magic Feedback employees can confidentially make their points to the upper management.
Specific strategies for each segment
Enterprise segment
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What the Rural Target segment seeks out of Magic Voice
Seeks to use mode of entertainment that is not dependent on power supply and is available readily.
Rural crowd is always excited to experience new technology breakthroughs but which are simple to use and are affordable.
Way Forward
Celebrity twitter application can be bundled with MagicVoice app especially in rural areas. E.g. Giving 1 min of Celebrity twitter app with 10 min of magic Voice can be a good idea.
Internet is not widely available at rural areas. Hence, product can be launched across
Seeing the current response voices of Regional Celebrities will be an instant hit. For this we have to start the ground work immediately.
How it is being currently delivered
MagicVoice is affordable(Re 1 per min) and requires a simple handset to work upon.
It can function without an app also.
Specific strategies for each segment
Rural market Segment
Marketing Campaign
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Integrated Marketing Campaign
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Magic Voice being in the early stages of the product life cycle needs to focus on building “Awareness” amongst its various segments. We recommend an Integrated Marketing Communication campaign using various media for Magic Voice
IMC
TV Commercials/Radio• Showing the multiple usage of Magic
Voice rather than specifically focussing on a single segment
Social Media• Facebook Fan Page and Twitter Handle• People can share their conversations
on the page• Facebook application with limited
access for voice conversion to generate interest
Messages/Calls• Should continue with the Bulk
SMS/OBD calls• However, given the government
regulations this could be moved to other media
Outdoor Promotions• Banners/Posters to feature in the
mobile stores• Kiosks in malls/mobile
stores/corporate buildings, etc.
Online Advertising• Advertise about the app on
blogs/forums, etc.• Start Mobile Voice Blog featuring
FAQs
Events• Sponsor youth and children events
Below the Line Promotion Campaigns Suggested
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Corporate Tie-ups
• Collaborating with specific play school chains, where it can be introduced to parents as well as adopted by the schools
•Providing specific options/demos to employees to use Magic Voice
Events• Sponsorship of
enterprise events
• Partner with some rural activity of empowerment where in Magic Voice can be shown
Radio
• On local FM channels, RJs should be encouraged to use MagicVoice and make prank calls to the target segment using this feature
Outdoor Activities
• Activities in malls showcasing feature of Magic Voice
•Kiosks , etc. can be put up in villages fete to demonstrate Magic Voice.
• Fliers to be distributed outside the playschools/corporate houses, etc.
Online Activities
•Social Media Presence
•Ads/Promotions on mobile application blogs and other websites frequented by the target segment
Call backs
Build Awareness
Taglines!!
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A few taglines that can be adopted by Magic Voice going forward!!!
Let your VOICE do wonders
Sound the way you like
Create Magic with Voices
MagicVoice – Our Innovation, your Delight
TV Commercials
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Analysis of the current Ads
• The current TV commercial of Magic Voice (Bengali Ad) features several youngsters
being grounded by the adults on excessive uses of Mobile phones, etc.
• The ad later shows youngsters using phone services to gather people for a tragedy
and finally being praised by the adults
Suggestions for future Ads
• Awareness Building Phase : In the initial phase, ads should focus on communicating
about the various usage amongst the different segments. Several short ads could also
be shown on national/regional TV depending upon the message
• The revolutionary impact on educational methodology possible with MagicVoice
should be conveyed appropriately through advertisement campaigns.
• Later Stage : Brand building ads could be launched that effectively portray the spirit
of youth with use of Magic Voice.
Strategic Tie Ups
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Tie ups will help Magic Voice to penetrate its identified target segments
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Strategic Tie Ups
Playschools Usage of Magic Voice as a medium for education and story telling Can work as an USP for the preschool
Education System Nation wide usage of Magic Voice can communicated for education systems Such interactive applications can then be adopted by these systems
Call centre’s Provide Magic Voice to make human resource sound better and according to the specific needs of the customer
HR DepartmentsHR departments of organizations can adopt this Magic Voice for feedbacks
Toy Makers Make unique toys with
Magic Voice technology
Recommendations
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Recommendations Children and rural market will be the major revenue drivers for Magic Voice. There
is a potential market of 5.3 million Magic Voice Apps download among 4-10 yrs. age group. These estimate are based on the provisional population totals from Census 2011.
Marketing Campaign should focus on creating awareness through an integrated campaign employing Online, TV commercials, Outdoors, social media, Radio, Bulk SMS’s.
In the next phase it can build effective TV Commercials to build the brand
Proper tie-up with BPO/Play School/ Toys Makers/Corporations, etc. should be made.
In the next 2 years, Magic Voice should be able to create a launch pad for its upcoming revolutionary features - Celebrity voice and language translation
Thank You!!!
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