The Magic Lamp in our Livesfor Employees and Customers

Rajesh Jain

NetCore Solutions

www.emergic.org

rajesh@netcore.co.in

3 Questions – and Answers

• What’s happening in Digital India?

• What are the Opportunities going ahead?

• How can the Mobile help your Business?

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What’s the Digital India story?

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Digital India: Internet and Mobile

PCs and Internet

• PCs: 30 million (growing 8+ million / year)– Equally split between Homes,

SMBs, Large Enterprises+Govt

• Internet: 50 million (growing 10+ million/year)– 6 million broadband (256

Kbps) connections

– 50% access from cybercafes

– Ads: Rs 700 cr (3% of media spend)

– Transactions: Tickets, Trades, Matrimony

Mobile

• Market 1– 100 million users – ARPU of Rs 500

• Non-Voice ARPU of Rs 75

– Mix of Enterprise and Youth

• Market 2– 300 million users– ARPU of Rs 100

• Non-Voice ARPU of Rs 3

– Mix of Urban and Rural

• SMS Use: 50-60% (200+ million)• WAP Use: 3-4% (10-15 million)

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Reality of Indian Mass Market:2 screens, not 3 (Nielsen report)

• 3 Screen opportunity exists with the affluent, high-spend segment

• A game-changing, opportunity that extends to the masses exists across 2 screens:– First screen: TV

– Second screen: Internet/Broadband will not reach the masses due to costs associated with laying copper

– Third screen: Mobile will be logical area of growth for wireless internet across the rich and the poor

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Where are the Opportunities?

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Five Structural Changes will create new opportunities in India’s mobile space

MNP MVNO3G / Mobile Broadband

Voice Competition

MVAS Competition

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Way Forward

Mobile First

• Devices exist but Services missing

• SMS & Voice

• Mobile Web

• Mobile Apps

Multi-Modal

• Mobile + PC

• Show Value of PC Experience

• Create a Mobile-PC Continuum

Multi-Monetisation

• ABC Pays• Advertiser

• Business

• Consumer (subscriptions, transactions)

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India can be the Harbinger

• Drive Killer Services (with focus on “Usability”) to drive demand for PCs and Broadband– Education

– Mobile Social Networking

• Learn from Mobiles: Digital Services Operator– Think ARPU, Prepaid, Cash Balance

– An Open Publishing and Micropayments Platform

• Extend to other Emerging Markets– Made in India, Made for the World

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What can you do to drive Business?

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Mobiles can transform Customer-facing Business Processes

Multiple Modes of Usage

• SMS– Request Reply

– Push

– Subscriptions

• Voice– IVR

– Outbound

• WAP– Mobile Website

• Apps

Enterprise Uses

• Customers– SMS Request-Reply

– SMS Push (Alerts)

– Voice: IVR

– Apps

• Prospects– Advertising (SMS, WAP)

– SMS Database Push

– Voice: Outbound

• Employees– Email2SMS

– SMS Groups 11

Five Actionable Ideas

1. Invertising (Permission Marketing)

2. Profiled Database Marketing

3. Transactional Alerts

4. Promotional Messages to Customers

5. Email2SMS

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TM-ECON

Leaders this week: *THE COLLAPSE OF MANUFACTURING - The financial crisis has created a manufacturing crisis. What should governments do about it? Having bailed out the financial system, governments are now being called on to save industry too. *** Visit http://m.economist.com

TM-ECON

Leaders this week: *FLYING BLIND - The tragedy of the commons meets the final frontier. Space is a public common and humanity needs to value it. Space waste stays in orbit for decades, or even centuries. It is time to stop so many satellites from flying blind. *** Pick up the latest copy of The Economist from a vendor near you

TM-ECON

International News: TURNING THEIR BACKS ON THE WORLD - The economic meltdown has popularised a new term: deglobalisation. Is globalisation really ending? World trade has plunged. The integration of the world economy is in retreat on almost every front. *** Visit www.economist.com/print

Feb 20th, 2009 Feb 21st, 2009 Feb 22nd, 2009

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Idea 1: Invertising to build Hotlines to Customers

sms TE to 575758 to get daily updates from The Economist

TM-IKW

*Google Everywhere: As the Search Giant Grows, How Much Is Too Much? - Although real-time mobile ad relevance could be viewed as a sign that one company has too much power, Wharton faculty say, so far, the convenience Google provides outweighs any apparent privacy worries.http://m.mytoday.com/u/389

TM-IKW

*The Economic Incentives of the 'Store-within-a-Store' Retail Model -New research by Wharton's Z. John Zhang and Kinshuk Jerath of Carnegie Mellon University, looks into the dynamics of manufacturer-run shops operating under the roof of traditional retailers.Visit http://m.mytoday.com/u/390

TM-IKW

*The Crowded, Caffeinated Soft Drink Sector: Who Will Bubble Up to the Top? - With the market for traditional soft drinks dominated by giants Coca-Cola and PepsiCo, alternative beverages have become a rapidly growing and highly profitable piece of the beverage industry. ***http://m.mytoday.com/u/391

Sep 8th, 2009 Sep 9th, 2009 Sep 10th, 2009

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Invertising for Enterprises

sms IKW to 575758 to get daily updates from Knowledge@Wharton

TM-FABINDIA

Re-vitalise your HOME and OFFICE with the new range of UPHOLSTERY at Fabindia store KALAGHODA 23-25 Jan.

Jan 24th, 2009

TM-FABINDIA

Fabindia invites you to an exhibition of GARMENTS, ACCESSORIES and JEWELLERY 7 - 8 Feb at the PALLI HILL store

TM-FABINDIA

Fabindia exbh of FURNITURE & DHURRIES 14-15 Feb 11 am - 9 pm at CLUB PREMISES SHER-E-PUNJAB SOCIETY MAHAKALI CAVES ROAD ANDHERI EAST. Open to all.

TM-FABINDIA

FABINDIA FURNITURE -NEW COLLECTION AT SUNVILLE, 9 DR. Annie Besant road, Worli, Mumbai 18. Ph. 989323650230 from 20 - 22 feb, 10am - 7pm

Feb 6th, 2009 Feb 14th, 2009 Feb 20th, 2009

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Invertising for Enterprises

sms START FABMUM to 575758 to get regular updates from Fabindia

TM-MyToday

BIZ:*RBI staff strike disrupts bonds trading *HDFC sees 20% growth for loans in FY10Ad: INTEL CORE 2 DUO BASED PC RS 19,500 ONWARDS. sms INTEL DB to 566776 FOR INFO

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Idea 2: SMS Ads and Database Push for Branding and New Customer Acquisition

TM-CoxKings

Win 200 Free holidays to Ireland worth Rs. 184000 to Rs. 82000.sms CNK to 57575 to participate. T&Cs on coxandkings.com

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Profiled Database Marketing for New Customer Acquisition

TM-NSDL

96404xxxxx,PAN alloted to you is BAIPP9358M. PAN Card will be dispatchedshortly.SMS PAN 0307506002xxxxx to 53030 or visit www.tin-nsdl.com to check further status

TM-KOTAK

93250xxxxx,Our representative will visit you today for Kotak Credit Card application & documents. For assistance call Pooja:02041050555

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Idea 3: Real-time Alerts on Transaction to inform and deepen customer bond

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Idea 4: Promotional Messages and Special Offers to Customers

TM-BigBzr

Aayiye karein tyoharon ka swagat Big Bazaar kesaath,Diwali Se PeheleDiwali Manayiye aur offers ka laabh uthaiye. Hurry, offers valid only till 4 Oct.

TM-GreenCrd

Show SMS & get 5% Green Card Fashion Friday discount at Pantaloons today 2nd Oct.Check out the new festive range of Mens Formal, Semi Formal & Party wear. T&C

mCoupons on Customer Purchase

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Idea 5: Email2SMS for real-time Push Mail Alerts on any mobile

Imagine Push Mail on Mobile

In short, an alternative to Blackberry for the Masses

And all you require is

An email account with auto-forward capability

Your existing mobile phone

Read, Compose and Reply to emails using just SMS

Using just SMS on existing mobile phones. No GPRS required. No purchasing new phones.

Key Breakthrough: Long (480-char SMS)

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Communication Strategy at All Stages of Customer Lifecycle

• Custom Alerts

• Footer Ads

• Voice-based SMS

• Mass Email

• WAP Advertising

Customer Acquisition

• Custom Alerts

• Invertising

• Voting

• Polls/Contests

• Email Newsletters

Customer Engagement

• Request - Response

• Voting

• Polls

• Voice SMS

Customer Feedback

• Purchase

• m-Payments

• Gifts

Transaction

• mCoupons

• Rich Media Downloads

Customer Gratification

• Request - Response

• Permission Marketing

• Serial Feed

• SMS Communities

Customer Retention

Advocate

Loyal Customer

Customer

Non-Customer

Key Points

5 Coming Mobile Disruptions

• MNP

• 3G

• MVNO

• Voice Competition

• MVAS Competition

5 Actionable Ideas for Business

• Invertising

• Profiled Database Push

• Transactional Alerts

• Promotionals and mCoupons for Customers

• Email2SMS

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400 million Magic Lamps are out there…What’s Needed are the Genie-like Services

Digital Services Operator• Paid Content • Real-time Alerts / Updates• Advertising

– Mass– Targeted (based on Profile)– Intent (a la Paid Search)– Location – On SMS, Portal, Voice, Video

• Invertising• Lead Generation• Transactions (mCommerce)• Email2SMS• Premium Paid Subscriptions• Education eReaders• Entertainment: Mobile TV

Enterprise IT Operator• Computing

– Desktop Network Computer

• Connectivity / Communications– DSL– Fixed-Mobile Convergence

• Server Infra and Apps– OS, Desktop Apps– Collaboration Apps / Document Sharing– Business Apps: Accounting / CRM

• Cloud Services– VPN; Backup– Remote Desktops (Windows / Linux)– Video Conferencing

• Mobilising Apps – Email, CRM, SFA…– Integration of Mobility into Business

Processes (eg. Email2SMS, Alerts)

• Mobile Marketing– Mobile Presence– Ads, Leads, Transactions

• AppStore (for ISVs)

Mobile Broadband

Consumers “Mobile as Magic Lamp”VAS Operator

Computing, Education and Entertainment – as a Utility

Enterprises Enterprise Data MVNO VoIP; Software-as-a-ServiceIT Operator; “Computing-as-a-Service”

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