1. Social SMS – CRM, Marketing and beyond
September 2010

2. Agenda
1 About us
2 Mobile CRM Solutions
3 Mobile Advertising
4 Engagement Marketing
5 Campaign Integration

3. Mobile Phones – the present & future of communication
Total Indian Population: 1.2 Billion
Mobile Subscriber Base: 650 Million Source: TRAI
Internet Users: 55 Million Source: IAMAI
Source: TRAI
Mobile Internet Users: 12 Million

4. We are the world‟s largest social messaging
platform with over 35 million users & more
than 3 million User Generated Communities
We account for 9% of India‟s SMS traffic

5. Our success attributes include
Social messaging platform that helps to share and connect with friends & fans
APAC Presence – new products, new focus
We are the providers of High-Performance Technology with Silicon Valley roots
Our „Social SMS‟ product that caters to the needs of Individuals, Brands and Businesses

6. Social SMS – a solution set that goes beyond SMS
Our key differentiator, can be tailored to suit
SOCIALSMS
various needs
Group messaging platform where an individual
INDIVIDUAL can form communities and share content
Holistic social CRM solution with customized
BUSINESSES
transactional and marketing solutions
Social platform to connect & engage their consumers
BRANDS through innovative marketing solutions

7. Mobile touch points
MOBILE USER
SMS GUPSHUP
Personal Group
Applications Content (store)
Messaging Messaging
Informative, personal, branding, Innovation, Games, Polls, store
transactional, marketing & more locators, enterprise solutions can
needs can be met here be tailor made here

8. 4E‟s of Social SMS

9. Agenda
1 About us
2 Mobile CRM Solutions
3 Mobile Advertising
4 Engagement Marketing
5 Campaign Integration

10. What‟s on offer for your business
Enterprise Messaging (1-N, N-1) Reply-All Chat (N-N) Customer Profile Management
Offer templates, reminders Integration across languages & platforms High quality analytics
SOCIAL
MESSAGING / CHAT APPLICATIONS
SMS
USE CASES USE CASES
- Transactional Messaging - Sales Force Automation
- Lead generation / Sales tracking - Content Cards
- Advertising - Lead Management
- Community & Engagement tools - Store Locator
- Integration with other media - Surveys/ polls/ quiz
- Voting (shows/ crowd sourcing )

11. Enterprise platform features
Enterprise messaging Reply -All chat
- N-N messaging up to groups of 10 people
- Response generation & tracking
- Drive topical conversations (experts)
- Lead generation & management
- Share information in small groups (sales force)
- Sales tracking
-Conduct auctions in small groups (customers)
Integration
- Multi-lingual messaging Customer Profile Management
- Integrate advertising campaigns - Create & maintain address book
across SMS / Web / WAP / Voice - Create & run loyalty programs
Templates & Reminders Analytics Management
- Campaign templates - Messaging Reports
- Reminders - Campaign ROI
- Community metrics
- Search & Trends

12. Technical prowess and customer support
30% employees from IITs 40% have worked in the USA 60% have worked for over 3 years
13x7 phone and email and SMS enterprise support available.
24x7 EMERGENCY phone access to senior management if essential.
Enterprise support is staffed by a Head of Support reporting to the CTO and a large
support staff. Most of support staff are engineers who can diagnose and
solve complex customer issues.

13. Enterprise messaging with customized feature sets
We power Facebook over SMS in We provide complete support to
India ‘Nokia Life Tools’
Features include Features include
• SMPP Support • High speed of delivery, low
• High volume SMS‟s with low latency
latency • Reliability
• All features well integrated with • Support both incoming & outgoing
facebook‟s core offerings SMS‟s
• Accessibility to facebook‟s • Support for binary/ Unicode
features like reading messages, • Very high volumes of SMS
adding friends etc. via SMS handled

14. Customized mobile apps created for business use
Polls/ Quizzes
Unique code Product ID Quizzes around
Polls
App based App based participants &
during matches
promotion promotion judges
Branch/ Store
Mobile
Locaters
Raffles
City based Pin code based
SMS based
Bidding App Dealer locater Branch locater
Market Research
Brand Solutions App App

15. Customized Content cards for business use
WOCKHARDT/ DIABETES SPICE TELECOM/ HEALTH
Content cards are great tool to promote Business, Advertise
and Engage customers with daily content

16. Agenda
1 About us
2 Mobile CRM Solutions
3 Mobile Advertising
4 Engagement Marketing
5 Campaign Integration

17. Mobile Advertising
SMS Campaign strategies
 Mobile Quizzes
 Mobile Alerts
 Mobile Couponing
 Product Information
 Brand Promotions
Providing response, branding &
promotions to brands

18. Response Campaign
FIAT Punto
“Test drive a Punto”
promotion
SMS campaign
Inviting TG for a test drive
44 Lakh TG (in specified
cities) contacted via SMS
Campaign generated
leads and promoted test
drives for Punto with a
response rate of 0.2%

19. Promotion Campaign
10 Million SMS‟s sent on GupShup community in Jan-Feb 2010 with the objective of brand awareness &
generating leads for high season membership drive
Lead conversion encouraging with high ROI
TXT the HOLIDAY FUN to join Mahindra
Club and win 32” LCD TV

20. Branding Campaign
5 Million SMS‟s sent out to GupShup community in January 2010 with an objective to recall to the
Youngistan Campaign and generate response for ongoing promotions in W Bengal
60,500+ responses generated

21. Agenda
1 About us
2 Mobile CRM Solutions
3 Mobile Advertising
4 Engagement Marketing
5 Campaign Integration

22. Our belief
We believe that there is a bigger opportunity to engage with customers by harnessing
combinations of new media now available, giving customers more compelling reasons to
Engage…we call this ENGAGEMENT MARKETING
Engagement Marketing
involves the customer beyond
the short term cycles of
marketing campaigns

23. Engagement through Brand Communities
Communities give brands
Conviction,
an opportunity to
Collaborate
& Creativity to influence
Not long ago, People who created products & services created advertising for them and
established their brand. Today, the same brand has to engage consumers & become a
community to get consumers to flock to you and become brand loyalist
Source: DDB knowledge center

24. Create a community that builds CONNECT
Community created to engage with youth around
the country and increase involvement with the
show and the contestants.
Sony Television sent out regular Tour Updates
during the auditions to kickstart the community.
As the show progressed, the Celeb quotient on
episodes was broadcasted to community
members.
Contests & Polls have been running with a lucky
few winning a chance to be on the show. This
community currently has 30,000 members.

25. Create a community that builds LOYALTY
Community created to create brand loyalty,
generate sales leads and drive membership.
eBay has effectively used the "Daily Deal" model to
generate interest amongst people.
The community is 20,000 strong and growing
everyday. This is higher than any online community
created by eBay around the world.
We are currently working on "enabling" auctions on
SMS for eBay.

26. Create a community that builds CONTEXT
Community created to engage with young parents in Indian Metros to create brand awareness &
reinforcement
Messages included nursery admission alerts, tips for parents etc.
Resulted in 5000 parents benefiting with timely information on nursery school admission. MNYL engaged
them with direct Q&A on issues around raising a kid

27. Use an existing community for CONTEXTUAL advertising
ICICI Lombard sponsored
Traffic Communities
The traffic police of Mumbai,
Kolkata and Bangalore
provides traffic alerts to
subscribers.
The service has benefited
40,000+ citizens with timely
alerts on road diversions,
bottlenecks and incidents.
Tag-on ads asking people to
renew their auto insurance
with ICICI Lombard.
Generated leads and a
favorable brand association
with TG.

28. Agenda
1 About us
2 Mobile CRM Solutions
3 Mobile Advertising
4 Engagement Marketing
5 Campaign Integration

29. A New Engagement Channel powered by SMS

30. Our experience spans over 150 brands

31. Our relationships span the length & breadth of Telecom

32. Our network reaches every corner of the country

33. Our Investors are Global
Helion Venture Partners is a stage independent, India-focused venture
fund, investing in high growth technology powered businesses and
consumer services. Their portfolio includes Makemytrip, Redbus, Komli,
ngpay, Hummingbird, Kirusa and others.
Established in 1970, Charles River Ventures has one of the longest
resumes among venture capital firms. Some of the impressive CRV
backed start-up success stories include names like Cascade, CIENA,
ChipCom, NetGenesis, Parametric Technology, Sonus, Speechworks,
Stratus Computer, Sybase, Vignette. Their current portfolio includes
Twitter, Yammer, Jitterbug, Zendesk, Gridstone and dozens more.
Globespan Capital Partners has over $1 Billion under active management
in the US and Japan. They have multi-stage investments in information
technology and cleantech companies such as Zynga, Plaxo, Glu mobile,
Virtusa, M-Qube and others.

34. What the world is saying about us
Forbes Asia : http://bit.ly/978yBZ
Adage : http://bit.ly/8Z9CHC
Mobile Marketer : http://bit.ly/aLoOQW
Tech 2 : http://bit.ly/cgQ5vs
Mobigyaan : http://bit.ly/aGbELC
Indian Retailer : http://tiny.cc/fou4f

35. Thank you
We hope you‟ve enjoyed our credentials/ case studies as much as we have in
developing it.
Via today's presentation, you can see that Mobile Marketing has some great
opportunity and the creative expression will create enormous cut through in a highly
relevant way – leading to high brand recognition and just as importantly, sales.
We‟re driven by results and would love to partner with you to see „your brand‟ reach its
full potential.
Thank you again for the opportunity and we look forward to your brief.