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Emerging Markets Or The Available Markets
Narayan Murthy Ivaturi
GM –Global Sales & Strategy
VServ.mobi
Emerging Markets are Driving the Mobile Ecosystem
Emerging markets like Asia Pacific will add nearly half of all new connections between now and 2017
(1.4 billion)
Mobile powerhouses - China and India will contribute over 1 billion Mobile Internet Users by 2015
# Mobile Internet Users in Emerging Markets
> All of these markets together (US, UK, Japan, Germany, France, Australia & Canada)
How To Win Emerging Markets
elements of a winning strategy
5
Strategize for the Mobile First User
1
Their First Experience of
Internet is on Mobile
In Emerging Markets, Mobile is not just another screen
it’s THE Primary Screen
Mobile is the first choice for all media consumption needs – voice, messaging,
video, music, content, news…
Reason, Relevance & Richness are key to engage with them.
Need of a Wholesome Experience!
HALLS IVR• Aim: To engage the Youth by leveraging the
Power of Mobile
• Solution: The users would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’.
• Results: Delivered a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR
Cross the Language &
Culture Barrier
2
Consumers don’t think only in ENGLISH
Culture plays a critical role decision making & buying
behaviour
Regional content in all form occupies a large section of their
content consumption needs
How Brands Have Done It!
Singularity in communication across fragmented ecosystem3
Over 2000 varied models sold in Emerging Markets
Android Smartphones available for < $100
Communication strategies based on capabilities of different OS / Devices
• Brief: Dove wanted to acquire new users for their Dove skin-care products range with trials.
• Solution: Leveraged Smartphone + Feature Phone Users hence delivered a unified message adapting to different devices
• Results: Delivered a CTR of 11.36% on App. Dove got more than 10,000 registrations
Dove Indonesia
Leverage Mobile Audience Data4
Mobile has more than just media data
Move from Inventory to Audience
How Brands can benefit from the combination of Telco + Network data
Utilize Mobile Currency via Telco Partnership 5
It’s a cash-led ecosystem
Talktime is the currency of Mobile
• Brief: By partnering with DiGi Telecom, MyEG wanted to increase their renewals for road / motor tax insurance on both smartphones & feature phones.
• Solution: Leveraging the talk-time benefits via Telco Partnership
• Results: Within 20 days, campaign led to an increase of 50% in DAR (Daily Average Registrations)
MyEG
Advertisers Should Recognize…
• USER is the King, understand them better
• Reason, Relevance and Richness are key to engagement
• Emerging markets are high on potential but require constant
Innovation and Disruptive Thinking
• Collaboration with key stake holders to deliver a powerful impact
How To Win Emerging Markets
Strategize for the Mobile First User
Cross the Language & Culture Barriers
Singularity of Communication Across Fragmented
Ecosystem
Leverage Mobile Audience Data
Utilize Mobile Currency via Telco partnerships
5
4
3
2
1