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Five Coming Disruptions for Mobile Industry
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Digital India Fact Sheet
• PCs: 30 million (growing 8+ million / year)
• Internet: 50 million ( growing 10+ million/year)– 6 million broadband connections– 50% access from cybercafes– Ads: $140 million (3% of media spend of $4.6 billion)
• Mobiles: 400 million (growing 10+ million / month)– SMS Usage: 50-60% of user base (200+ million)– WAP Usage: 3-4% of user base (10-15 million)– ARPU: Rs 200 ($4): Voice 90%, P2P SMS 5%, Data 5%
• Rs 10 Data split: CRBT, Voice Portals, SMS Subscriptions, Content Downloads, P2A SMS
– ‘Open’ MVAS Spend: $600 million (excl. P2P SMS, CRBT) 3
Think of India’s Mobile Base as split in Two Large Markets
• Red Market– 100 million users – ARPU of $10
• Non-Voice ARPU of $1.50
– Mix of Enterprise and Youth
• Blue Market– 300 million users– ARPU of $2
• Non-Voice ARPU of $0.05
– Mix of Urban and Rural
Going ahead, these two markets will evolve very differently
• Enterprise: “The Computer and Internet In Your Hand”– Mobile Multimedia Computer
• Youth: “Mobile MaaneMore”– Communities, Entertainment
• Urban: “Ek Ring AapkiZindagi Badal Sakti Hain”– Micro-Local Marketplaces
• Rural: “Haath Mein Mobile, Saath Mein Zindagi”– Access to
Info, Markets, Education4
Five Structural Changes will create new opportunities in India’s mobile space
MNP MVNO 3G
Voice Competition
MVAS Competition
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Digital Services Operators will create Telco-independent ecosystem
Payment Collection
Distribution (Reach)
Publishing Platform
Compelling Services
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Diverse Services to generate $1 ARPU
Content AppStores
Digital Identity and Presence
Push Commerce
Connected Experiences
Enrich the Mobile Experience with Connected Devices and Services
• Network-dependent Device-Service Combo– End-to-End Solution
– Analogous to Amazon Kindle and iPhone-iTunes-AppStore
– Become a Data MVNO
– Target top-of-pyramid consumers
– Generate higher ARPU
• Enriched Experienced across different Verticals– Reading, Education, Gaming,
Entertainment
• eReaders– Books
– Education
– News
• Tablets– Browsing
• LBS Devices– Tracking:
People, Asset, Vehicle
– Traffic Alerts
• Connected Gaming Consoles
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Summary: Directly Monetising Mobile Users is next Big Consumer Opportunity
Create Operator-independent Payment Collection and VAS Publishing Platform
Build Digital Services Operator Business in India
Expand to other markets globally
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Five Actionable Ideas for Businesses
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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
• Existing Customer Relationships– SMS Request-Reply
– SMS Push (Alerts)
– Voice: IVR
– Apps
• New Customer Acquisition– Advertising (SMS, WAP)
– SMS Database Push
– Voice: Outbound
• Internal– Email2SMS
– SMS Groups
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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
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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
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Jan 24th, 2009
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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
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Idea 2: SMS Ads and Database Push for Branding and New Customer Acquisition
TM-CoxKings
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Profiled Database Marketing for New Customer Acquisition
TM-NSDL
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TM-KOTAK
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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 Industry 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
