Mts digital strategy

1. Digital Program
A Rediffusion Y&R Presentation

2. Presentation Flow
The Challenge
Digital Indian
The Target Audience
The Construct
The Program
The Platform
The Recruitment
The Engagement
The Gratification
Technical Feasibility
Program Extensions

3. Brand Truth
Do what you cant

4. Brand Objective
Long term youth engagement through a program that builds a community of like-
minded youth who share the beliefs & values of the MTS brand
“Do what you cant”
Facilitates increased depth of relationship
The platform will also launch and augment advocacy and sales of various youth
focused technology offerings including smart phones, tablets, tariff plans,
dongles etc.

5. Brand Challenge
Earn the currency of the leading edge youth
Aim to engage the change leading youth more
meaningfully

6. Whereis the digital Indian going?

7. 2011
India boasts of 3.8/10 users - Less than 5 lakh towns The average Indian
100 million 3.2/10 users - Top 8 Metros web user spends
internet users 2.0/10 users - Other Metros 26 minutes
[that is a 8.4% penetration rate] 2000 online each day
7.7/10 users - Top 8 Metros
Internet users
in India grew by
25% in the past 12
months Youtube reaches 31.2% of
India‟s internet population who
Facebook has 25 million watch around 650 million
Social media users Indian users; 19.2 million are videos per month
in India between 25-40
33,158,000
Twitter users in India 2.7 million
The number of Facebook users
Social media growing at in India has grown by 60% in the past 6
156% annually months. Orkuton a decline
Gaming
2011
The number of 790 crore
mobile India has 793millionmobile 2008
subscribers phones, and 14 millionhandsets 650 crore
in India is 22%
are capable of accessing the
growing by
2 million
world wide web
every month
Zapak+ibibo = 32 million users
The penetration of mobile phones in India is more
than 50% higher than the penetration of TV
Source: Internet Report, Pitch; IMRB, ComScore 2010 ; mobile data from Telecom Regulatory Authority of India; TV data extrapolated from growth trends in TAM data as quoted by Deloite

9. Young Men
College Students
33%
21%
School going Kids
14%
Working Women
Older Men 11%
15%
Non Working Women
6%
The youth have found their second home
and driving the growth of the internet
Source: IAMAI ICube

10. They want to be entertained
Email 94%
Social Networking 54%
Downloading music 72%
Searching for information 52%
Instant Message/Chatting 56%
Watching online video 50%
Job Search 56%
Check Sports 58%
Matrimonial Search 49%
English info Search Engine 49%
Source: IMBR Int

11. Who is the Target?

12. Confident, Courageous, Outgoing and Cool

13. AnkitFadia, Ethical Hacker at age 16
Telecom = No dead time
Gen Y -> Born into Technology
The Digital Native
Born Connected
Communication Skills = Outlook + IM
Wi-fi campuses – Free to move
Google (41%) emerges as most
preferred source of Information

14. Internet
addiction of today‟s youth

15. …is not restricted to a specific age bracket, but a mindset whose
interests and behaviors are expressed across social media
...these
behaviors dictate
how the youth
interact with each
other and the
outside world

16. What are they doing?
Communicating
Consuming
Creating

17. They use a multitude of
channels to
express themselves
While some are busy discovering their writing skills through sites like Blogger and
Twitter, the others are busy finding an audience for their inherent talents.

18. They love to flaunt..
Theres something out there for everyone

20. In the process, they are
building a network of
fans and friends
The era of Stranger Danger is long gone if you consider the fact that „most
youngsters online have „friends‟ whom they have never met offline‟

21. Communication
or Exhibitionism?

22. They are digital storytellers, constantly
capturing and sharing their lives

23. These digital natives leverage technology
for free stuff...
Music
Software
Games
Movies

24. ...and flock to brands which reward them for
their loyalty

25. ...and an insatiable appetite for creativity in
the palm of their hands

26. Core Insight
Youth typically do not have
real world status
Lack influence on the world at large
Not yet „established‟ in life
Often perceived as irresponsible
Financially dependent on parents

27. Core Insight
Today, social status is earned
online; it is truly „social‟
Social media networks define youth „status‟
Friend, Professional networks, twitter followers,
YouTube channel subscribers, blogs
Forums, discussions, status posts let you
broadcast your opinions and build influence
Media sharing platforms take your creativity
and talent to the world

28. The Central Idea
A youth program
„Leverage your social status (online)
to advance your real life status‟

29. Allow the youth to bridge the divide between online social currency
and real-world currency
The more social status you create, the more real world status you get
Following Limo Paid
Updating
Rides Premiere
Blogging Tickets
Uploading Backstage
Passes
Social Friending 5-star
Gaming
Dates
Online Social Real Life
Status F1 tickets Status
Tweeting
Chatting Spa
Holidays
Recommending IPL Box
Tagging Seats Concert
Passes
Commenting

30. The Construct
A Portal
Building an online community more
meaningful and addictive than any other

31. The Construct
Builds on the concept of social currency
Social currency is a common term that can be understood as the
entirety of actual and potential resources which arise from the
presence in social networks and communities, may they be digital
or offline. It derives from Pierre Bourdieu‟s social capital theory and
is about increasing one‟s sense of community, granting access to
information and knowledge, helping to form one‟s identity, and
providing status and recognition. – Source Wikipedia

32. Social currency is shared information that encourages further social
encounters. It's not a new concept, but the social web increases its
prevalence.
We build on what the youth do, where they are and reward
them for what they are already doing.

33. Introducing

34. A new currency that measures your social networth
A manifestation of your social status
A form for your social currency
Mbuck is not an alternate to real life currency

35. How do you earn your status?
Be Social Earn MBucks Get rewards

36. He who shares, earns the respect of his peers and the world
around him
MBucks aims to reward this attribute, by allowing users to
earn online currency by simply doing what they do best,
be social!
Write a tweet, EARN, post updates to your wall, EARN,
check-in to your favorite coffee shop, EARN MBucks. It‟s
that simple!

37. MBucks
Earn Your Status
www.mbucks.in

38. www.mbucks.in
Home
Registration Login Search
Dashboard My Profile Trends Leaders Rewards Shop
About us | Contact Us |FAQs | Privacy Policy | Code of Ethics | Terms of Use | Shareable (Social media) | Support
Login
Dashboard
Community
Leaders
Rewards |Shop
Reference the detailed map

39. My Profile Dashboard Trends
Add / Modify / Delete / Edit access -Social Net worth (Mbucks count) - Top trending Topics
- My social networks - Social Status (Badge) - Top trending influencers
Facebook, Twitter, Blogs, +1, Flickr, Linkedin, - Community (My connections) - Search a trend keyword
Blogs etc - Leader Board - Start trend category
- My connections - Interests - Search a influencer
- Activity Chart (30 days) - MRed Quotient (Leader, Observer, Listener,
- Interests Doer etc.)
Edit
- Notifications mode -Mblast (shout out)
- Messages - Contests
- Invite Friends - Rewards
- Privacy Settings
www.mbucks.in
Download app
Login Registration Search Home
- Login with social media networks - Social media networks credentials Leaders
- Unique ID - MTS customer registration
Rewards -Leader Board by:
- Social Net worth (Mbucks)
MShop - Contextual rewards
- Social Status
(Basis community interests etc)
-Wishlist - New entrants
- Bid for rewards
- Exclusive to MTS (strategic tie up with brands) - Community leaders
(Time bound)
- Video of F1 launch - Reward leaders
- Nominate for rewards
- Video of exclusive chat with Larry Page - Contest leaders
- Contests for rewards
- Play games on Zapak and Zynga - Vote for a leader
- Watch list
- Invitations to Google Plus - Auction Results
- Download MTS mobile applications
- Links to MTS products
About us | Contact Us |FAQs | Privacy Policy | Code of Ethics | Terms of Use | Shareable (Social media) | Support

40. The Creative Muse
MBank

41. MBank
If MBucks is the currency that the youth earns, then the MBank is where
they have to make their deposits
The MBank is the web-interface, where all transactions with MBucks take
place
No hidden fees, no contracts, and no complicated procedures. Banking
never was easier!
Have a reward you are looking forward to get? Keep all your MBucks in
this basket and we‟ll ensure this is one account that gives you a whole lot
more
Your online portal for all things MBucks related. Calculate your worth, set
your goals and earn your rewards.

42. Website Creative

59. Mobile Application
The MBank will also have an easy-to-
use, mobile application that helps
users with their MBucks when they‟re
on-the-move
This application will be created
across mobile platforms, from iOS to
Android and even older Symbian
smart-phones.

60. Measurement
Social Status MbucksSocial NetworthReal Life Status
Social media activities

61. Measuring Social Net worth
The Portal‟s tracking system will track & index all social media activity
performed by a user on the following platforms:
Facebook Twitter Flickr
MRed Portal
Youtube Linkedin Blogs
These platforms have been chosen taking into account the presence of the
Indian audience, and also the readily available tools provided by these
platforms to track user activities.
A users Social Net worth will be based on a users activity across the social web
over a two-week period, the more active and engaged a user is the higher the
MBucks and status rankings will climb. The system will update the values every
20-30 minutes.

62. Measurement Parameters
The following activities on each platform form the measurement index
Facebook Twitter Flickr Youtube Blogs Linkedin MBucks
» Friend Count » Followers » Photo count » Video uploads » Follower count » Connections » Joining
» Posts » Following » Photo views » Video views » Post count » Recomms » Friend invites
» Comments » On lists » Gallery count » Videos shared » Comments » Updates freq. » Communities
» Commented » Tweet » Friends count » Channels » Shares » Groups activity » Community
on » Mentions » Group activity » Fav marks » Fav marks act.
» Page likes » Re- » Comments » Video shares » Video shares » Posts/Shouts
» Mentions Tweeted » Commented on » Comments » Comments » Rewards
» Photo » Replies » Commented » Commented earned
uploads on on
» Shares » Subscriptions » Subscriptions
» Likes

63. Measurement Parameters
The scores will be broken down into 3 types
Sign up MBucks SM - Activity Bucks Activity on MBank
Quantitative & Qualitative
Sign up MBucks: These will be the base MBucks given 10% Sign up MBucks
to a user for signing up and also for some of the basic
SM parameters like friend count on FB, Follower count
on Twitter. This will be a one time collection of MBucks 25% SM Activity
that all users are entitled to. MBucks
Quantitative
SM – Activity MBucks: These are MBucks earned by a
user on an ongoing basis for all of his social media (SM)
55% SM Activity
activity, these MBucks are aggregated and updated
on a daily basis. MBucks
Qualitative
MB – Activity MBucks: These are MBucks that are
earned by a user for all interactions on the Mbucks
(MB) website. 20% Activity on MBank
Indicative break up

64. Quantitative
Following are the lists of activities that can earn MBucks for a user
All quantitative measurement will be calculated purely from the number of
activities performed by a user.
Facebook Twitter Flickr
» No. of posts made » No. of tweets » No. of photos uploaded
» No. of comments on other user posts » No. of replies &retweets » No. of comments on other user photos
» Photo uploads » Followers added » No. of friends added
» No. of likes on other users posts
» Friends added
YouTube Blogs MBank Portal
»Post count » No. of posts/shouts
» No. of videos uploaded » No. of friends invited
» No. of videos shared » No. of rewards redeemed
» No. of comments on other videos
» No. of videos viewed/fav(ed)
Linkedin » Community interactions
»Post count
» Connections count

65. Qualitative
All qualitative MBucks will be calculated only from the interaction traced around a
users contributions e.g. Retweets, Likes, Shares, Replies, Comments etc.
Following are the lists of activities that can earn qualitative MBucks for a user
Facebook Twitter Flickr
» No. comments to posts » No. of replies recieved
» No. of comments on photos
(unique/repeat) » No. of timesretweeted
» No. of group interactions
» No. of shares/likes » Followers profile
» No. of mentions » List appearances
Youtube Blogs MBank Portal
» No. of comments on videos »Comments on posts » No. of replies/likes to posts
» No. of views/fav tags/likes » XML feed subscriptions » No. replies to community threads
» No. of rewards redeemed
» Contest participation
Linkedin
» Likes on comments

66. Qualitative
Indirect activity factors also contribute to a users qualitative score
TheSpread Augmentation Peer Reputation
Size of the engaged audience How much your content is acted upon How much your content is acted upon
Factors measured Factors measured Factors measured
» Followers » Unique Retweeters » List inclusions
» Mutual Follows » Unique Messages » Follower/Follow Ratio
» Friends Retweeted » Followed Back %
» Total Retweets » Likes Per Post » Unique Senders
» Unique Commenters » Comments Per Post » Unique Retweeters
» UniqueLikers » Follower Retweet % » Unique Commenters
» Follower/Follow Ratio » Unique @ Senders » Unique Likers
» Followed Back % » Follower Mention % » Influence of Followers »Influence of
» @ Mention Count » Inbound Messages Per Retweeters and Mentioners
» List Count » Outbound Message » Influence of Friends
» List Followers Count. » Update Count. » Influence of Likers and Commenters

67. Qualitative
Understanding the insights of the factors
TheSpread Augmentation Peer Reputation
Are your tweets interesting and How diverse is the group that @ How influential are the people who
informative enough to build an messages (mentions) you? @ message you?
audience?
Are you broadcasting or How influential are the people who
How far has your content been participating in conversations? retweet you?
spread across Twitter?
How likely are you to be How influential are the people who
Are people adding you to lists and retweeted? follow you?
are those lists being followed?
Do a lot of people retweet you or is How influential are the people who
How many people did you have to it always the same few followers? list you?
follow to build your count of
followers? Are you tweeting too little or too How influential are the people who
much for your audience? follow the lists you are on?
How often are your follows
reciprocated? Are your tweets effective in
generating new followers, retweets
and @ replies?

68. Social Status
Users will unlock various levels of status as they earn more MBucks by their
pro -active social media participation
An algorithm will decide the status that needs to be given for a user based on
MBucks earned
Users on the MTS network will be entitled to bonus MBucks at each level
MBucks Earned (Non- MBucks Earned
MTS User) (MTS User) Status
100 150 Worker
1000 1250 Manager
10000 12500 President
100000 120000 Owner
10000000 11000000 Tycoon
Status will be represented by different badges on the user profile

69. MBucks, Redemption & Status
Like currency, Mbucks can be spent
Like currency Mbucks can be used to acquire things
Like currency Mbucks can be used to determine a persons wealth, and in turn
wealth can define a persons status
So what happens, if a user spends all his/her Mbucks to acquire rewards?
When a user spends his MBucks to redeem a reward, his Mbuck wealth is
transferred into an asset wealth hence maintaining his achieved status
Before redemption After redemption
MBucks Assets Status MBucks Assets Status
1000 0 Manager 0 1000 Manager
Total Wealth: 1000 Total Wealth: 1000

70. Appreciation & Depreciation of MBucks
The components that can depreciate are: Status
MBucks are directly related to a users social media activity. Status is related to the
number of MBucks. Hence it depreciates over a period of time if the users social
media participation is reduced.
A drop in activity score will effectively cause a step down in status.
The components that do not depreciate are: MBucks & Assets
MBucks like money earned stays with a user, unless he spends it. A drop in social
media activity will not result in reduction of MBuck value. If the user‟s activity starts to
drop, the MBuck count will stagnate. The MBuck count will start to rise again as the
user begins to increase his activity score

71. Key gears of the program
Recruitment
Rewards

72. Recruitment

73. 1 2
Recruitment Continuous Engagement
Build awareness about Create interest, drive
the community online stickiness
Get people to register Encourage online
and participate in the activity
program

74. The choice before us is clear..

75. We can either throw one big boulder in the water
and catch their attention

76. or we can keep throwing a number of pebbles to
keep them looking out for more

77. Recruitment
Large thrust for recruitment through various BTL activities
Online buzz creation
Online media – banners, mailers etc
Social media engagements and activities
On ground activations
ATL campaigns with new product launches to showcase the URL as a sign-off

78. So lets fish where the fish are and continually
surprise them with a number of hooks

79. Recruitment - Create Buzz
MBANK
MINT M-Jobs M-News
Viral
M-Scams MLEAGUE ATMBUCKS MCABS
Celebrity Gaming KBM
M-Hack
Status Currency Game Show
The recruitment ideas are about creating buzz and intrigue to what MBucks are. Every idea will sign-off with the line ‘Are you earning MBucks yet?’

80. MBank Viral
The MBANK is a bank unlike any other
It is a bank that does not deal in money, but in social interactions
It evaluates your status and the MBUCKS you should have based on
how influential you are on Social Media
We will showcase all of this in a web-viral video
The viral video also serves as a fun tutorial on the program

81. MBank Viral
Style of the video will be Rube Goldberg
The sheer magnitude, scale and skill that
goes into building a Rube Goldberg
Machine makes these videos inherently
„shareable.‟ Makes the user go „WHOA!‟
MBucks are all about social interactions
and hence a highly interactive video

82. MBank Viral
The Script

83. MBank Viral Series
The Rube Goldberg machine will not be the
only viral
We will create a series of small virals about
irate customers calling the MBank
We will create bank robbery videos where
the robbers always #fail
We will create videos with the MBank‟s staff
and what they do when they‟re bored

84. MBank Banners
These banners will talk about investments, loans and other such
bank related things, but always with a twist.

88. Viplesh’s – Invest time in
Facebook banner

92. The Mint
The Mint is where MBucks are created
We create videos, wikis and mailers that explain the origins of
MBucks, who created MBucks, what are they worth in different
countries, which are the richest MBuck countries, etc.
Help establish the MBuck as a social currency the world over

93. The MINT creative

94. MINT – Video screens

99. MBUCKS - Wiki

100. 3. M-Jobs

101. M-Jobs
Social Media is the buzz word in colleges and an coming field that
lots of youngsters are looking toward
The job markets have been flooded with social media jobs from
SEO and SMO, to strategists and analysts
Social Media jobs are not just popular, right now, they‟re „cool.‟

102. M-Jobs
We will create „job opportunities‟ for the youth
We will flood every job site with companies that are looking for
“Social Media Gurus.” These companies will highlight how they
don‟t mind freshers.
The jobs will also highlight how these companies will pay a really
good amount for a fresher. (Over 6 lacs per annum)
The catch, which users will see later on, is that payments are all in
MBucks

103. M-Jobs
We will also market these jobs offline
We will have kiosks at job fairs and at colleges during their
recruitment phases where we market these jobs
We will test users on how influential they are w.r.t. Social Media
Once they‟ve been tested, we will give them a certain score and
tell them what their expected salary package could be in Mbucks

104. M-Job listings image

105. M-News
We will create news about MBucks in popular news portals like
Yahoo, MSN, Rediff and Indiatimes
The news will always revolve around some currency issue where
MBucks are at stake
This will create buzz around the word MBucks – “What are these
MBucks?”

106. 4. M-news and M-scams

107. MBUCKS news screenshot

108. M-Scams
The internet is flooded with scams and schemes relating to money
From the very common “Google will pay you a $100,” to the now-
meme “Nigerian Scam,” duping people for money is very popular
online
We create mailers, fake-phishing websites, websites that talk
about how, “You too can be a millionaire…”
These mailers, etc will talk about the scams and schemes but
always in relation to MBucks, not money

110. M-League – TV Show
The youth today connect with reality TV shows
They might not know who the president of a country is, but they
will know who the last elimination on Roadies was
Drama, controversy and shock-value is entertainment on every
youth channel for that reason

111. MLEAGUE screens

115. M-League – TV Show
We run a one of a kind show that actually lets user decide what happens on a
reality TV show
The show we run will be along the lines of the Amazing Race. We have 10 Social
Media enthusiasts competing with each other for a grand prize.
The only way that these contestants can progress is with the help of MBucks. The
way they get MBucks is when the TV audience actually tweets for them or follows
them or sends them messages or basically does anything that will improve their
social networth; in return giving them more MBucks.
Along the race, there will be hurdles. The contestants on the show can only get
past these hurdles with help from their social media friends and followers.

116. M-League – TV Show
Using Facebook & Twitter we find 10 participants to participate
We give them the MPulse and the MBlaze dongle to start their social activities .
As soon as they begin, they get a certain amount of MBucks depending on their
previous social activity.
Participants then need to use their MBucks to get from pit-stop to pit-stop, that will
be found across the city.
The first person to reach the pit-stop will get to experience exclusive rewards that
up his/her social status. Eg: Level 1: Ride in a limo till your next clue. Level 2: The
opportunity to dine with a celebrity.
To receive the next clues in the race, users will need to purchase them using their
MBucks. As the race progresses, they will use up all their MBucks, and to earn more
MBucks they will need to become extra active on the Social Space
The finish will be the grand reward that everyone will compete for

117. M-League – TV Show
Winner gets to star in a 5 minute short film directed by Karan
Johar/ any other popular director. The winner is the hero of the
film. This film gets featured on all short film festivals and YouTube
and other such platforms.

118. ATMBucks
As an on-ground activity, we will place ATMs for MBUCKS around
colleges and popular hang-out zones.
These ATMs would help users to evaluate themselves and
redeem experience rewards.
These ATMs serve one purpose – to gather as many new users as
possible. Every time someone uses one of these ATMs to
evaluate themselves, they will in effect be creating a new
account at the MBank.

119. ATMBUCKS pictures

120. 7. M-Cabs

121. M-Cabs
We create a limousine service. The limos will be branded with MBuck –
“You too can rent this limo – only 5999 MBucks.” We‟ll also feature a
number to call and a website link to book the cabs.
We can also use the limo service as a party substitute: “Why go to Goa
to party when you can party all the way to Goa?”
We let people experience the limo, let them totally live it up with red
carpets, free alcohol, hot women/men, open sun roofs with loud music,
etc. We‟ll try to bring as much attention to the car and the great time
the people are having inside. Whenever the car drops someone off, we
can give out leaflets, etc that talk about the different limo schemes
and what they are worth in MBucks.

122. M-Cabs – Booking microsite
The micro-site will let people make the cab booking
The phone number that people call will have a customer
service executive take down bookings and tell them how this is
a free service for now, but in a while it will cost them MBucks.

123. Celebrity Status
MBucks help elevate a users status
To highlight that fact, we will rope in internet celebrities as well
as real world celebrities
We will show users how real world celebrities have no standing
as compared to internet celebrities
We will show users how real world celebs are using social media
themselves to better their status

124. Celebrity Status
A YouTube innovation will start off with a Ray William Johnson video
Shahrukh Khan and Salman Khan will interrupt the video from the
video gallery at the side
They will try to take the users mouse cursor and make it click on their
own videos
In the end Ray William Johnson will take the mouse cursor and make
the user click on “LIKE” for his video

125. YouTube innovation screens

130. Celebrity Status
In addition to the YouTube innovation, we will have a talk show -
webseries, where we have interviews with Indian Internet Celebrities
We can ask the „How Can She Slap‟ guy to give us tips on slapping
We can ask the „She Laft Me Alone‟ guy for break up tip.
These videos tie in to the fact that these „celebrities‟ would have
remained „unknowns‟ had it not been for the impact they‟ve had on
Social Media

131. M-Hack

132. M-Hack
We create an application on Facebook and Twitter
It is basically a link that users can send to their friends. If their friend clicks
on the link, it will load a flash file.
This flash file is a screenshot of their Facebook wall/ Twitter feed. The user
will believe that they‟re looking at their own wall/feed. But then the mouse
starts moving on its own. It will looks like someone has taken over your FB
account.
A message starts typing itself out: I‟ve taken over your Facebook/ Twitter
account. If you don‟t pay me 6500 MBucks in the next hour, I‟m
deactivating your account.”

133. M-Hack
The application will end with, “Don‟t worry, this isn‟t real. But what if it was?
Do you have MBucks to save you in such a situation?”
The prank-nature of the application will have many users sending the link
to their friends.

134. Gaming Currency
Flash gaming websites like Zapak.com are very popular amongst
the youth
These websites feature games that have coin collection. In fact,
most popular games from back in the day, were only about coin
collection – Mario, Sonic, etc.
We tie up with Zapak and make sure that every game with a coin
collection factor is replaced with MBucks
Users will now have to collect MBucks, not coins/diamonds

137. Who wants to make some
MBUCKS – Game Show App

138. Who wants to make some MBUCKS
Game Show App
We create a version of KaunBanegaCrorepati. It‟s a YouTube – Annotations based
interactive video where we test users Social Media knowhow
If they get a right answer, they progress to the next video and so on and so forth
We will actually have the phone a friend number (MTS short code) to help make
calls followed by an IVRS that will give out the right answer
Whenever a user gets a wrong answer, the video will talk about how they‟ve played
well, but this is the end of the road, “You could have experienced more, but now
you have to settle for a limousine ride…”
Every wrong answer will have a different experience reward to talk about.

139. 1 2
Recruitment Continuous Engagement
Build awareness about Create interest, drive
the community online stickiness
Get people to register Encourage online
and participate in the activity
program

140. Sustenance
MBANK
Mbucket List Tech Reviews Of a Feather
Web Series
Know your Social Media Double or Motivational
enemies Insider Nothing Posters
Newsletter &
Rewards
Fan page

141. 1. MBANK – WebSeries

142. Mbank - Webseries
We create a web series. It is a weekly online sitcom
This Web series will feature the staff from the MBank
and the usual goings on there
The Web series will bear the documentary narrative
The Web series will showcase young love in the bank,
pranks in the bank, petty politics in the bank, flame
wars in the bank, fights in the bank, etc.

143. Mbucket List
A simple contest on facebook asking people what are the 10
things they would like to do in their lives.
The list with the most likes and favorites would get a chance to
see some of those dreams come true thanks to MTS
MTS could make these things recurring rewards with anyone with
enough MBucks to experience them

144. Tech Reviews
Once the MBucks program gains momentum and it has enough
users we will have a mass „tip‟ submission of the URL to tech
reviewers
We will first give tips to the Indian Blogosphere followed by
professional tech reviewers in India and then finally to
international review sites like Gizmodo, etc.

145. Of a Feather
Everyone wants to know the number of mutual friends they have with
another person
We create an application that helps users find people with the same or
similar MBucks worth
The users can then network with these users to see how they are going
about earning their MBucks
We will also let users form partnerships where they want to, so they can
use their money collectively and hence gain the bigger status rewards.

146. Social Media Insiders
We will have social media insiders keeping track of the people who are
really making the big MBucks
These Insiders on twitter, facebook, youtube, etc, will constantly send out
congratulatory messages and tips to these users.
These tips will serve as reminders to these users that there‟s still a long
way to go and lots more MBucks to collect

147. Double or Nothing
To keep users who have slowed down on their social media activity
engaged, we will create the Double or Nothing activity
This activity will help these users double their MBuck value if they do it right
The activity will help users get back in the game, and also be eligible for
bigger rewards
Almost like a wild card entry

148. Motivational Posters
Motivational Posters are a very popular meme on the internet
We‟ll ride on the popularity of this Meme and create MBucks motivational
posters
These posters will talk about rewards that you can get in the next level.
Eg. Sour Grapes: You‟re already there!
(A meeting with the Dalai Lama: 1000000 Mbucks)

149. Just a theory: Fly a MIG for 300000 MBucks

150. Newsletter and Fan Page
A weekly newsletter and Facebook fan page will constantly update
everyone of the goings on w.r.t. MBucks
Who‟s the richest?
Who has recently redeemed a big reward?
What the new rewards are?
Who to follow, who not to follow?
Quotes from the past week?
Contests – New Phone promotion led

151. Images of Newsletter and
Fanpages

152. Rewards
Rewards are going to be a big draw for users
If the rewards are one-of-a-kind, users will come back to make more MBucks
These rewards will also help elevate the users status in real life, so that makes
these rewards even more tempting to earn

153. Rewards-Ad Space Reward
MTS will buy ad space all over the internet
This ad space will be blank for the most part, and will communicate:
“You can book this space for 50000 MBucks.”
This will be a gimmick. Users will actually be able to book that ad space for
one day for a certain MBuck value.
Users will now have the chance to advertise anything, from their band to
their kittens at home, only if they have enough MBucks
Instantly give users a real life status

154. AD SPACE ONLINE BANNER

155. Rewards-Ad Space Reward
Additionally, MTS can also buy billboards and hoardings in prominent parts
of a city and simply communicate:
“Want to book this space? 1000000 MBucks”

156. Ad Space Hoarding

157. Contests
What‟s your status?
A contest where we invite users to submit their status message.
If a user believes that he has posted a really creative/provocative/funny
status message, he can submit a screenshot of that status message (with
or without the comments) on the FB fanpage.
The best message every week will win an MTS product.
Blog and you shall receive
Submission Contests powered by indiblogger.in
This is a contest for users with blogs on BLOGGER.com. We run contests
where we ask users to submit blog posts and the posts with the most
activity/comments every week will win an MTS product.
These contests will change every month from „Recipe‟ submission contests
to „Review‟ contests to „Daily Anecdote‟ contests.

158. Contests
Trivial Knowledge
Trivia contests on Kweezzz.com
Fortnightly contests on a variety of topics, from the Indian Space program
to the music of the 80s to sports.
The top three winners from every contest will win an MTS product.
Indian Meme
A contest where we invite users to try and convert a popular internet
meme to an Indian version.
These submissions could range from videos, to pictures, to quotes. Eg. The
NYAN cat could be NANNI BILLI, etc.
The funniest Indianised meme every week will win an MTS product.

159. Rewards

160. Ongoing Rewards
Write reviews for a movie on a daily newspaper for a day
Travelogue column guest writer of the week
Exclusive passes to Page 3 parties
Passes to TED events for thought leaders
Exclusive and early preview for unreleased games on gaming consoles
Special discounts at key selected retail partners

161. Event based Rewards
Watching the match with players in the Pavilion/Box seats
Sharing Post-match dinner with the players.
Wild card entry to the reality music shows eg. Saregamapa , Indian Idol , etc.
Movie premier tickets for a month
Name plate on a reserved table in a 5star restaurant/Hotel
Winner get to display his/her dish in a 5star menu
Training with top chefs or spend a day with top chefs
Wild card entry to Master chef India
Launch winners clothing line at any well known fashion event

162. Bid/Contests for Rewards
DIY mobile phone. MTS will help build the phone
Visit the 10 best places to eat in the world
Witness any sports event season (Wimbledon , Barclays premier league, etc.)
NASA or ISRO trip

163. Technical Feasibility

164. Technical Feasibility
Free APIs available for each of the portal features (including mobile)
Measurement
Quantitative – Empire Avenue & Peer Index
Qualitative – Klout& Browser plug-ins for Firefox and Chrome
Status measurement – Badgeville
Trends and Leader Boards – Rypple&Socmetrics

165. Rewards Management
Leverage the Rediff.com‟s „Deals‟ management system
TNS OK
Creative Copy
(Truth & Surprise) & Image
Sellers Rediff Field Rediff Deals
Sales Team Catalogue OK
Scheduling
LIVE Deal
Publishing Platform

166. Rewards Management
Leverage the Rediff.com‟s „Deals‟ management system
Order
eCommerce Gateway
Online User Deals (Base Value/Margin + Balance)
Base Value/Margin
to Rediff
Delivery
Online + Offline
COD
Optimization based on
• Users click stream
• Bounce rate
• Funnel analysis
• Copy testing

167. Program Extension

168. Phase 2
Community built by influencers
Barter of MBucks
MSure – MBucks Insurance
CSR – Donate Mbucks for Charity
Monetization of the portal - Exclusive tie ups with brands
and social media platforms

169. Thank You