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Driving Value through Customer Engagement
Srinivas GopalJan 16th, 2009
Creating Value through Tangible Engagement
• Engagement is key• Understand interests/usage
• Non-Intrusive, Opt-in• Participative, non-imposing
• Creating New Inventories
• Monetize Engagement
OPERATORS
ADVERTISERS
PUBLISHERS
Case Study I: Idea Mobile Magazines
Indian Magazine Fact FileThe Indian print industry is expected to reach $5.2 billion by 2012 from the current levels of $ 3.2 billion*
47000 Magazines registered,
100 Mn Readership as of 2005**
Few 100 B2B, rest all B2C**
Magazine advertising in India is expected
to grow by 20 percent to $302 million in 2008 **
Hindi magazines dominate with 44%
of the market share, English only 21%***
* Indian Readership Survey (IRS 2005)
** International Federation of the Periodical Press, 2007
Publication houses - Challenges
Growth & Penetration
Distribution
Lack of Interactivity
Mobile Media – Opportunities
More Indians logon to the Internet using their Mobile Phones
Mobile as a media is the backbone of all interactive media
Widest reach across any media • Reach equivalent to any comparable media (Print or TV with less fragmentation)
Creating new engagement platforms : Idea Mobile Magazines
• Stories / articles are easily navigable
• Interactivity possible – comments / feedback, voting, forwarding to friends etc
– Extensible to advertising brands
• Search / Downloads of rich media is possible
Case Study II : IDEA – MTV Roadies
Powered by
• 6 year “Reality Show” franchise
• Large and growing fan base – TV, Online
• Youth Target Audience
• National Footprint, Mass Market
Engagement through participation: IDEA“10 Tasks to Glory” Challenge
SMS
TV
VOICE WEB
WAP
AudienceEngagement
AudienceMonetization
Case Study III IDEA SMS2.0–SMS Editor as a platform for Engagement and Interactivity
While message is being sent, teaser blows up into full screen giving the entire screen area to the advertiser to communicate with the user
IDEA SMS2.0 window showing contextual ad. This is targeted to the user’s demographic profile (gender, age, location) and content interest areas.
Ad banner stays when message is being composed
• Click to Call
• Click to SMS
• Go to WAP page
Full Screen Message with interactivity Options. These could include:
Creating Value through Tangible Engagement
• Engagement is key• Involve the customer
• Non-Intrusive, Opt-in• Participative, not imposing
• Creating New Inventories
• Follow the customer
OPERATORS
ADVERTISERS
PUBLISHERS
