IE8 Cyber Cafe Prog - Afaqs

8/8/2019 IE8 Cyber Cafe Prog - Afaqs

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Brief

Shift IE perception from that of a known stranger to one of ‘my close companion as I explore the internet world, who understands me, is quick to respond

Shift IE perception from that of a known stranger to one of ‘my close companion as I explore the internet world, who understands me, is quick to respond

to my needs and is fun & cool (though in a responsible way)’

to my needs and is fun & cool (though in a responsible way)’

Drive increased

awareness for IE

(specifically, new

version 8) and

Connect with users to

establish a ‘listening

ear’ – position

IE

as

understanding of their

Build imagery to

personify IE (move

away from

being

a

Encourage ‘active

position it as a

personal (my) customizable

extension of the

user’s journey into the

needs & being

responsive to them

through frequentoutreach of new/

requested features &

as youthful, vibrant, fun and cool – but at

the same time

‘responsible’

usage & advocacy’ of IE in the moderate

user

internet world.

add

‐ons.

.



Objective

To attain a shift in perception and influence consumer behavior in usage

“ IE as Trustworthy, Companion, Aspirational

& a Friend to engage with”



A l Securi t y/ Parent alAccelerators

InPrivate

Securi t y/ Parent al

Control

SearchBrowsing

W eb Sl ices

Suggestions

SmartScreenFilter



IE

8

Benefits

that

support

the

promise

AcceleratorsInPrivate

BrowsinWeb Slices

Security/ Parental Control

SearchSmart Screen

Filter

• my way into the worldwide web

faster ’ allows

users ready

access to the

• my way into the worldwide web

faster ’ allows

users ready

access to the

• helps ensure

that history,

temporary

Internet files

and cookies are

• helps ensure

that history,

temporary

Internet files

and cookies are

• helps protect against

a

broader set of phishing threats

and helps

• helps protect against

a

broader set of phishing threats

and helps

• Click‐ jacking, X‐

Site Scripting

Filter, DEP

• Parental Control enables

• Click‐ jacking, X‐

Site Scripting

Filter, DEP

• Parental Control enables

• Superior Search

within the

browser –search box will show real‐time

• Superior Search

within the

browser –search box will show real‐time

• protect against a broader

set

of

phishing threats

and helps

protect from

• protect against a broader

set

of

phishing threats

and helps

protect from

online services

they care about most from any

page they visit

online services

they care about most from any

page they visit

not recorded

on a user’s PC

after browsing

– keeps your

financial

information

not recorded

on a user’s PC

after browsing

– keeps your

financial

information

protect from

sites that attempt to

download

malicious

software

protect from


download

malicious

software

blocking

website, time

duration of access of PC by

their Kid

&

blocking

website, time

duration of access of PC by

their Kid

&

search

suggestions, including

images, from

their chosen

search rovider.

search

suggestions, including

images, from

their chosen

search rovider.


download

malicious

software


download

malicious

software

safe, also keeps

you safe in case

you were doing

something you

shouldn’t have!

safe, also keeps

you safe in case

you were doing

something you

shouldn’t have!

websites/ applications have been used

websites/ applications have been used



• According to an estimate by Kaufman Brothers, the number of internet users in India, which

stoo at aroun m on n , s set to reac m on n an m on y .

• About 47.7% folks uses Firefox as their web browser followed by Chrome with 5.5% while IE

8 at the third position with 5.2% as on May 2009 (source:

http://www.w3schools.com/browsers/browsers_stats.asp )

• The Web

and

the

tools

we

use

to

access

it

are

in

a state

of

constant

change.

The

persistent

very volatile and also newsworthy.

• NSS, a third party security firm rated IE8's overall malware‐intercept effectiveness at 69%,

versus 30%

for

Firefox

v3.07

&

24%

for

Safari.



• Microsoft Internet Explorer (IE) is losing share to Mozilla Firefox (FF)

•Google

Chrome

has

gained

its

entire

share

from

IE

and

not

impacted

Firefox

• IE6 users are not upgrading to IE7 and IE8 but the share seems to be eroding towards Firefox and Chrome

• Compared to an IE user, a Firefox user is considered to be cooler and tech savvy – thus users

demonstrative association and endorsement is for Firefox

• IE bashing is around the following : slow (browsing), lethargic (slow to innovate) and unresponsive to

changing user needs of world wide web developments



A dipstick was done to get an insight into What are the “Browser” Perceptions the

TG harbors?

IE Firefox Chrome

From Microsoft stable and default

install and hence popular and

highly habituated.

Child of the OSS revolution and riding

high on the innovation space and

preferred by advanced users and

advocated by anti MS/pro OSS squad.

“Latest” from the Google stable and

hence a positive aura of innovation

and simplicity.

ons ere to e t e e au t rowser

of the basic low involvement

user(limited active

preference)

who

has little or no knowledge about

other browsers or spends little time

ons ere to e t e coo rowser o

a Tech‐savvy involved User(active

preference). Firefox

users

are

typically multi browser users who use

different browsers for different

ons ere to e t e atest an coo

browser for the advanced tech savvy

user. (active

choice

and

preference)

downloading anything apart from the

default browser.

.

on IE)

IE is believed to offer a slow pace of

browsing

FF is believed to be fast in browsing

but slow

in

loading

Chrome is believed to be fast in both

browsing and

loading

Thought to be a lethargic brand with

huge time gap between the release of

each subsequent version who is in

the news either infrequently or for

wrong reasons( recent security issue

Seen as a cool evolving browser that

comes with a better version every

now and then and is in the news for

the right reasons frequently. Add‐Ons

help me customize my experience.

Seen as a cool fancy free browser

waiting to take on competition when

it comes in its full Avtaar.

w e a ue e ur er e a e

Perceived to be susceptible to

security lapses and virus attacks. PR

coverage around security has been

negative.

Perceived to be a secure browser

which comes up with enhancements

regularly.

Known stranger who hasn’t made

efforts to connect with the user and is

not responsive

to

user

feedback

Cool, responsive brand that listens to

its consumers to come out with

cutting edge

UI

and

features

Cool responsive brand which doesn’t

have to try too hard to make a point



What will

it

take

to

achieve

the

Desired

change

in

.

taste of the pudding is in the eating ……

We needed the consumers to USE

the product and thus cause a shift in

perception



So how do we get the product into

the PC so users can really experience

it?



The answer

lay

in

the

market

usage

segment.

70% India is on XP, (IE8 is NOT default with XP) home

. I‐cafes

in

the

shared

computing

space.

Thus

the

I café

medium is of great importance to reach internet users



The target audience where are they accessing

the net

from?

70% of total Internet population in India is between 15‐34 years of age.

Age

70% of

total

Internet

15‐17 18‐21 22‐25 26‐34

is between 15‐34

years of age.

ccupa on c oo o ege ear y o s u me

professional

Place of access I café

Edu. Institute

Edu Institute

I café

Work Place

Home

Work Place

Home

Home Home/Work Place I café I

café

1500 C ber cafes across 14 cities – Ban alore M sore Chennai H derabad Kolkata Delhi

Pune, Baroda, Jaipur, Lucknow, Kanpur, Trichy, Madurai & Nagpur



While we

had

the

approach

chalked

out there was yet another barrier

The café / public terminals in the country are 90% + in

the unorganized space. Small businesses which are to

a max of 8‐9 terminals. Individually owned. No

provide any

data

or

reach

out

to

these

small

outfits.





How to prolong the interest of the Café owners

What

will

be

the

criteria?

How to ensure IE8 as default browser ?Will the café owners be interested ?



A hardworking activation plan which focused on

Connecting with and educating the

Business owner / Café owners

Branding + visibility

at

the

cafes

Installing ie8 in each terminal +

removing competing browsers – thus

gaining exclusivity

uca ng e consumer + r ve

brand excitement via contests +

engagement options online

Rewarding the

café

owner

via

a point

led gratification system

As budgets were restricted we could not afford any spill over



Module ‐ @ Glance

Mapping of 24 Cities Mapping of Cyber Cafes across 24 cities

Tele‐calling Verification Calls to Café Owners

Data Entry Data entry of the Café Owners for the Campaign

Selection of Cities and Cafes

Selection of top 1594 cafes across 14 cities for the

Campaign

Café Tie‐ups ‐Round 1

Approx. 1594 nos. Contract Sign +IE8 Installation +

Branding Placement +Kit Handover

Mystery Audit

Check

IE

8 installation

In

PCs

&

T‐shirt

distribution

Mystery Audit + Fresh Collateral Deployment

+ Gratification (Bluetooth Dongle) ‐ Round 2

Check IE 8 installation, fresh placement of new branding

plus T‐shirt distribution to consumers and Bluetooth

Dongle to Café Owners

Mystery Audit + Collateral Deployment ‐ Check IE 8 installation in PCs, Branding check & T‐shirt

Round 3

distribution

Mystery Audit + Fresh Collateral Deployment

+ Gratification ‐ Round 4

Check IE 8 installation, Fresh placement of new branding

plus T‐shirt distribution to consumers and Lollypop

distribution to to 100 café owners



Consumer Activation Exercise

Mapping of Cyber Cafes across

Mystery Audit II

Ensured the Branding with

reinstallation IE 8 followed b

PDM application was installed

@ admin machines post which the cafe owners used it

Phone Data Manager

(PDM) is a

application designed

c es was one

PDM application demo via

Bluetooth dongle

as a source of revenue

Mystery Audit III

by MS to have a back

up of one’s phone

contacts on

their

live

id.

Tele‐calling to the Café owners to Authenticate the

information acquired during

mapping

Mystery Audit I

Visited cafes to ensure the

branding. T‐ shirts were given

to the users using IE8 along

with the

owners

Ensured the branding and did

reinstallation, if required. On

the spot t‐shirts to IE8 users

was given for free to

the owners as a

freebie with an

objective that

the

same will be used b

Sorting of 1594 cafes & 14

cities on the basis criteria

Tie up with the relevant/ selected cafes followed by IE 8

Mystery Audit IV

Top 170 Café who emphasized

on the usage of IE8 by the

users and maintained the

café owners as a

source of revenue

which will ultimately

increase its usage

amongst the T.G

defined installation, with branding branding were gratified via

Lollipop

Criteria: Average 7 ‐ 8 computers per Posters, Monitor Top

Fascia, Stickers & IE 8 CD



When.?

Mystery Audit IV +

Café Tie

0 ups

+

Installation + Branding

o a era ep oymen

Round 5 + Gratification ‐

Lollypop

Mystery Audit I

Mystery Audit III + Collateral

Deployment Round 3

Mystery Audit II + Collateral Deployment

oun ns a a on w

Bluetooth Dongle Distribution



Communication

Cabin Posters deployed in cabins of I Cafes Counter Poster deployed @

the cash counter of the I cafesOutside Poster Deployed outside the I

cafes



Deployed inside

the I cafes @ high

visibility area

Monitor Crown

deployed @ the

top fascia of the

monitors



PDM poster Deployed @ the notice board of

Teen Diva poster

the I cafes



Note Pad given to the I café owners



• Results: Quantitative

– Mapped 24 top cities in Internet penetration in India

– Enrolled 1500 cafes and installed IE 8 in 10235 Public terminals.

– Product sampled

to

12.15

million

users

in

the

1st 60

days

– Product sampled to 24.3 million users in 90 days

• Results: Quantitative

– After a period of 5 months more than 83% of the terminals were found

installed with

IE

8 with

regular

usage.

– Chrome and Firefox (competition) was removed from each terminal less than

30% of the terminals were seen reinstalling the products providing IE8

exclusivity for the consumers.

– serva on: sers ave a en ency o oo ng or exp orer ogo on es op

for surfing Internet which acted as an icing on the cake and increased the

usage

–

via IE. (view next slide comparison)





IE 8 @ I Cafes





A campaign

which

over

came

the

odds and

Gained & captured shared

computing space in usage share for

the product.

Documents

IE8 Cyber Cafe Prog - Afaqs