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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
Most powerful Mass Media ever!
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
FEATURE PHONES ARE CRITICAL FOR REACH!
> 80%~ 1%FEATURE PHONESiPhone + iPad
MOBILE INTERNET READY DEVICE BASE
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
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%
First Internet Experience on Mobile
NEVER used the Internet on a PCActually find ads useful and a form of discovery
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
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
Example: Youth Brands
Reach the youth on a media which they love and use through the day… and night!
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
Other Media
Mobile Advertising
Supported
Non Supported
Non Mobile
Audience
Target better for
Less spillage
GET APP
Targeted Reach, High ROI
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
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
Leverage Mobile Number Portability and 3G to attract customers from Competition
Upsell 3G Value Added Services to existing users
Example: Mobile Telco Brands
Mobile has a built-in payment mechanism
Telco billing – frictionless; one click experience for the user
Operator revenue shares have improved – now upto 70%
No “Media Jump”Seamless User Experience
Pay only for Clicks, not Ad impressions
No wasted traffic No “pop ups”
Performance-based Traffic Generation
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
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