This presentation discusses the potential of mobile as a marketing medium in India, and the strategies marketers and agencies can adopt for optimum results. It also gives examples of great campaigns worldwide with relevant learnings. Th presentation ends with discussing the issues and solutions to the same.

1. Mobile
Leveraging the new New Media
Roshan Kumar
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2. REACH
Penetration of GPRS
enabled handsets : 26 %
Mobile Subscriber Base (in (65 million)
Millions)
GPRS activated: 20-25
600
% of that (15 million
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approx.)
500
GPRS Users : 15%
400
IAMAI MVAS Report; Aug 2008
300
200
100
0
Mar '04 Mar '05 Mar '06 Mar '07 Mar '08 Jun '08 Nov '08 E 2010
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TRAI Reports

3. MOBILE: A REALITY IN INDIA
Kolkata
New Delhi
47.02 %
90 % Mobile Density
Mobile Density
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Chennai
)
Mumbai 88.8 %
69.61 % Mobile Density
Mobile Density
Source: Broadband and
Internet India, 2007
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4. WHAT DO PEOPLE DO ON THEIR CELL PHONES
Download Read News
Play games Surf the Web
Revenue Drivers Ringtones headlines
SMS (A2P & P2A) Access
Check
information from Participate in Listen to FM
Examination
SMS (P2P) contests radio
Banks, Airlines
Results
and Railways
CRBT/Ringtone
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(and of course
Voice, data, games, e-mail and others Text
)Talk
Top 10 mobile sites in India
10% 15% (Sep‟ 2008)
35% 1.google.com
2.orkut.com
40% 3.gmail.com
4.yahoo.com
5.gamejump.com
6.rediff.com
7.wikipedia.org
Source: IMRB (2007) 8.my.opera.com
9.youtube.com
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8% is revenue from 10.songs.pk
GPRS Source: www.opera.com
IAMAI MVAS Report

5. MOBILE MARKETING: POTENTIAL AND CLIENTELE
One in four respondents in the 2007 survey expressed

interest in mobile marketing. The number of consumers
who have experienced mobile marketing continues to
grow, with highest participation noticed among
respondents in the age group of 25-44.
Roshan Kumar
Why this interest?

Because they are getting something in return (The Indian mentality)

E.g.: Greystripe(mobile ad network) and gamejump.com: can

download game free, just need to view an ad b4 and one after
the game.
Typically it is older users (35-49) who are the biggest

spenders when it comes to purchasing handsets or using
Mobile VAS 5
Source: Research by Mobile Marketing Association and Synovate (2007)

6. IT’S DIFFERENT. IT COMES OUT IN DIFFERENT WAYS
•SMS
 It’s right next to my undies:
It’s that personal!
•Mobile
Web
 One window (mobile screen)
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only, unlike traditional
internet, with complete focus •Video
•Games
 Much more localized
•CRBT/Rin
 Only channel of information
g tones
and entertainment for
millions 6
•Voice

7. Learning from the Winners
ENGAGE CONSUMERS WHERE THEY ARE
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8. Learning from the Winners
BE A PART OF THEIR LIVES
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Reach the consumer
where she gives
maximum attention
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9. Learning from the Winners
FUN + SURPRISE (OR FASCINATION)= BUZZ
Fans who
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joined got 4
SMS
messages and
4 phone calls
(in voice
mail) from
„Kevin
Garnett‟!
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Landing Page (with Opt-in
Text link Ad (upto
5 mn per week) form)

10. Learning from the Winners
ADVERGAMING: LET THE CONSUMER PLAY.. AND
DISCOVER…
• A Rock climbing
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Adventure game
•> 350,000 games
downloaded each
week!!! 10

11. Learning from the Winners
THE DESIRE TO SHARE AND NETWORK:
MOBILE CAN BE THE NEXT BIG THING
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12. Learning from the Winners
VOICE IS NOT YET BLEAK.
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•Mobile Blogging
•Incentives to take part
•Advertisers can promote by giving away their
products as incentives or sponsoring the same. 12

13. THE RURAL GAME
72.2 % population (Census 2001)

Mobile Telephony (Rural)

39.46 million, June 2007 (TRAI)

21.31 % of Total Indian User Base

And growing rapidly

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Airtel -IFFCO tie-up to
Kids in the family are often
reach farmers directly:
the most educated and most
excited too. Farmers receive free voice
messages twice daily on-
Farming techniques; weather
Target them for long term forecasts; dairy farming; rural health
initiatives; fertilizer availability; loan
branding. information and market rates.
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This can be
branded

14. FUTURE: WHAT CAN WE LEVERAGE ON
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15. ISSUES AND SOLUTIONS Co- creation

Applications, Application

Based Portals
Intrusiveness
Opt-in Models
Consumer privacy and 
Security
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Issue with using Cross Media Partnerships

behaviour tracking
software, cookies etc. Voice Marketing

Solution: Paid Surveys/
Localization (e.g.: Store

Collaboration
Locator)
Small screens, limited
Good landing page; good
storage space 
user experience
Information Overload
If They Use Mobile Data,

They Search (courtesy:
Illiteracy 15
Google)
Handset Compatibility

16. LEVERAGE STRENGTHS; BUILD NEW STRENGTHS
Leverage on our strength: SMS;

 while continually strengthening/innovating in Mobile
Internet
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Media and Ads go hand in hand. Service providers

can make money through ads, while providing
incentives to end users
Huge rural base: it’s a low value, large volume game

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17. Roshan Kumar
“Imagination is more important than
knowledge. For knowledge is limited to all we
now know and understand, while
imagination embraces the entire world, and
all there ever will be to know and
understand.” : Albert Einstein
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Thank You!