1. The Magic Lamp in our Lives
Rajesh Jain
NetCore Solutions
www.emergic.org
rajesh@netcore.co.in

2. Five Coming Disruptions
for Mobile Industry
2

3. 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

4. Think of India’s Mobile Base
as split in Two Large Markets
• Red Market • Enterprise: “The Computer
– 100 million users and Internet In Your Hand”
– ARPU of $10 – Mobile Multimedia Computer
• Non-Voice ARPU of $1.50
– Mix of Enterprise and Youth
• Youth: “Mobile Maane
More”
– Communities, Entertainment
• Blue Market
– 300 million users • Urban: “Ek Ring Aapki
– ARPU of $2 Zindagi Badal Sakti Hain”
• Non-Voice ARPU of $0.05 – Micro-Local Marketplaces
– Mix of Urban and Rural
• Rural: “Haath Mein
Mobile, Saath Mein Zindagi”
Going ahead, these two markets – Access to
will evolve very differently Info, Markets, Education 4

5. Five Structural Changes will create new
opportunities in India’s mobile space
MNP MVNO 3G
Voice MVAS
Competition Competition
5

6. Digital Services Operators will create
Telco-independent ecosystem
Payment Distribution Publishing Compelling
Collection (Reach) Platform Services
Diverse Services to generate $1 ARPU
Content Digital Identity Push Connected
AppStores and Presence Commerce Experiences
6

7. Enrich the Mobile Experience with
Connected Devices and Services
• Network-dependent Device- • eReaders
Service Combo – Books
– End-to-End Solution – Education
– Analogous to Amazon Kindle – News
and iPhone-iTunes-AppStore • Tablets
– Become a Data MVNO
– Browsing
– Target top-of-pyramid
consumers • LBS Devices
– Generate higher ARPU – Tracking:
People, Asset, Vehicle
• Enriched Experienced – Traffic Alerts
across different Verticals
• Connected Gaming
– Reading, Education, Gaming,
Entertainment Consoles
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8. 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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9. Five Actionable Ideas
for Businesses
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10. Mobiles can transform
Customer-facing Business Processes
Multiple Modes of Usage Enterprise Uses
• SMS • Existing Customer
– Request Reply
Relationships
– SMS Request-Reply
– Push
– SMS Push (Alerts)
– Subscriptions – Voice: IVR
• Voice – Apps
– IVR • New Customer Acquisition
– Outbound – Advertising (SMS, WAP)
– SMS Database Push
• WAP – Voice: Outbound
– Mobile Website • Internal
• Apps – Email2SMS
– SMS Groups
10

11. Five Actionable Ideas
1. Invertising (Permission Marketing)
2. Profiled Database Marketing
3. Transactional Alerts
4. Promotional Messages to Customers
5. Email2SMS
11

12. Idea 1: Invertising to build
Hotlines to Customers
TM-ECON TM-ECON TM-ECON
Leaders this week: Leaders this week: International News:
*THE COLLAPSE OF *FLYING BLIND - The tragedy of the TURNING THEIR BACKS ON THE
MANUFACTURING - The financial commons meets the final frontier. WORLD - The economic meltdown
crisis has created a manufacturing Space is a public common and has popularised a new term:
crisis. What should governments do humanity needs to value it. Space deglobalisation. Is globalisation
about it? Having bailed out the waste stays in orbit for decades, or really ending? World trade has
financial system, governments are even centuries. It is time to stop so plunged. The integration of the
now being called on to save industry many satellites from flying blind. world economy is in retreat on
too. *** Pick up the latest copy of The almost every front.
*** Visit http://m.economist.com Economist from a vendor near you *** Visit www.economist.com/print
Feb 20th, 2009 Feb 21st, 2009 Feb 22nd, 2009
sms TE to 575758 to get daily updates from The Economist
12

13. Invertising for Enterprises
TM-IKW TM-IKW TM-IKW
*Google Everywhere: As the Search *The Economic Incentives of the *The Crowded, Caffeinated Soft
Giant Grows, How Much Is Too 'Store-within-a-Store' Retail Model - Drink Sector: Who Will Bubble Up to
Much? - Although real-time mobile New research by the Top? - With the market for
ad relevance could be viewed as a Wharton's Z. John Zhang and traditional soft drinks dominated by
sign that one company has too much Kinshuk Jerath of Carnegie Mellon giants Coca-Cola and PepsiCo,
power, Wharton faculty say, so University, looks into the alternative beverages have become a
far, the convenience Google provides dynamics of manufacturer-run shops rapidly growing and highly profitable
outweighs any apparent privacy operating under the roof of piece of the beverage industry.
worries. traditional retailers. ***
http://m.mytoday.com/u/389 Visit http://m.mytoday.com/u/390 http://m.mytoday.com/u/391
Sep 8th, 2009 Sep 9th, 2009 Sep 10th, 2009
sms IKW to 575758 to get daily updates from Knowledge@Wharton
13

14. Invertising for Enterprises
TM-FABINDIA TM-FABINDIA TM-FABINDIA TM-FABINDIA
Re-vitalise your HOME and Fabindia invites you to an Fabindia exbh of FABINDIA FURNITURE
OFFICE with the new range exhibition of FURNITURE & DHURRIES 14- - NEW COLLECTION AT
of UPHOLSTERY at Fabindia GARMENTS, ACCESSORIES 15 Feb 11 am - 9 pm at SUNVILLE, 9 DR. Annie
store KALAGHODA 23-25 and JEWELLERY 7 - 8 Feb at CLUB PREMISES SHER-E- Besant road, Worli, Mumbai
Jan. the PALLI HILL store PUNJAB SOCIETY MAHAKALI 18. Ph. 989323650230 from
CAVES ROAD ANDHERI EAST. 20 - 22 feb, 10am - 7pm
Open to all.
Jan 24th, 2009 Feb 6th, 2009 Feb 14th, 2009 Feb 20th, 2009
sms START FABMUM to 575758 to get regular updates from Fabindia
14

15. Idea 2: SMS Ads and Database Push for
Branding and New Customer Acquisition
TM-MyToday TM-CoxKings
BIZ: Win 200 Free holidays to
*RBI staff strike disrupts bonds Ireland worth Rs. 184000 to Rs.
trading 82000.
*HDFC sees 20% growth for sms CNK to 57575 to
loans in FY10 participate.
Ad:
T&Cs on coxandkings.com
INTEL CORE 2 DUO BASED PC RS
19,500 ONWARDS. sms INTEL
DB to 566776 FOR INFO
15

16. Profiled Database Marketing
for New Customer Acquisition
16

17. Idea 3: Real-time Alerts on Transaction
to inform and deepen customer bond
TM-NSDL TM-KOTAK
96404xxxxx,PAN alloted to 93250xxxxx,Our
you is BAIPP9358M. PAN Card representative will visit you
will be dispatchedshortly.SMS today for Kotak Credit Card
PAN 0307506002xxxxx to application & documents.
53030 or visit For assistance call
www.tin-nsdl.com to check Pooja:02041050555
further status
17

18. Idea 4: Promotional Messages and
Special Offers to Customers
TM-BigBzr TM-GreenCrd
Aayiye karein tyoharon ka Show SMS & get 5% Green
swagat Big Bazaar ke Card Fashion Friday
saath,Diwali Se Pehele discount at Pantaloons
Diwali Manayiye aur offers today 2nd Oct.Check out
ka laabh uthaiye. the new festive range of
Hurry, offers valid only Mens Formal, Semi Formal
till 4 Oct. & Party wear. T&C
18

19. mCoupons on Customer Purchase
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20. Idea 5: Email2SMS for real-time
Push Mail Alerts on any mobile
 Imagine Push Mail on Mobile Key Breakthrough:
Long (480-char SMS)
 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.
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21. Communication Strategy at
All Stages of Customer Lifecycle
• Custom Alerts • Custom Alerts • Request - Response
Advocate • Footer Ads • Invertising • Voting
• Voice-based SMS • Voting • Polls
• Mass Email • Polls/Contests • Voice SMS
• WAP Advertising • Email Newsletters
Loyal Customer Customer Customer
Customer Acquisition Engagement Feedback
• Purchase • mCoupons • Request - Response
• m-Payments • Rich Media • Permission
Customer • Gifts Downloads Marketing
• Serial Feed
• SMS Communities
Customer Customer
Transaction
Non-Customer Gratification Retention

22. Key Points
5 Coming Industry Disruptions 5 Actionable Ideas for Business
• MNP • Invertising
• 3G • Profiled Database Push
• MVNO • Transactional Alerts
• Voice Competition • Promotionals and
• MVAS Competition mCoupons for Customers
• Email2SMS
400 million Magic Lamps are out there…
What’s Needed are the Genie-like Services
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