The Case: Vyra Launch submitted by Pankaj Kute and Rishi Sen from IIFT The Case Study: About Vyra: Vyra Technologies Pvt. Ltd. is an IT start up based out of Bangalore, India; Vyra has developed a new age mini browser for mobile phones, as it sees a great potential in its relevance in coming 5 years. Vyra has a team of 5 geeks working on it and they are planning to launch the browser in the next 2 months.To promote Vyra, they need to hire a digital agency to help them in launching their product on social media channels. Vyra wants their mini browser to become a hit amongst the age group 20-45 and hence want a digital marketing strategy targeting the same! Vyra would be available on every famous app store like iTunes, Google Play and Windows! Salient Features of Vyra: The New Age Mini Browser for Mobile Phone - The developers chose to make this browser available only in one format – Java MIDP 2.1 – as it is compatible with every modern cell phone. - Full text select and find text function just like desktop browsers. - Tabbed browsing with thumbnail images and page zoom - Download function to help users download files from the phone, - Email service which supports many online email mailboxes and different types of attachment formats. - Feed Service which you can sync with your Facebook account, giving you relevant news all day long from across the web. The Assignment: Vyra Technologies wants to create online conversations around “Vyra” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position Vyra in their niche thereby challenging rivals like Opera Mini, UCWEB etc.

1. Marketing campaign for a mobile browser app
By
-Pankaj Kute
- Rishi Sen
MBA (IB), 2013-15
Indian Institute of Foreign Trade
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2. The App Market
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With more than 900,000 apps available
on iStore alone, competition in the app
market is intense
For a late entrant like Vyra, the important
factors for performance in an app store
are:
Speed of promotion in the 1st two weeks
Pricing of the app
Size of the app
Right Promotion channel
Ranking on App stores
Source : US IAB Mobile marketing center of excellence
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3. Vyra’s Competitors
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Vyra’s main competitors in the mobile browser market are well established
browsers
Apple’s Safari, Google’s Android and Chrome and well established computer
browsers like Opera and Internet explorer
To beat established competitors like these Vyra has to differentiate in the market
substantially
However Vyra does offers good functions in its browsers like support to all kinds of
files, news feed that can be synced and download function in the browser
Market share of various Mobile/Tablet Browsers in 2013
Source : Netmarketshare.com
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4. Research to be done
Identifying the target market
Drivers for target market
Competitor benchmarking
Suitable platform for promotion
Performance metrics for app store ratings
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5. Vyra Promotional Strategy
Suitable
Revenue
model
Post
Download
activities
Rapid
Visibility
Measure
Engagement
Technology
Reviews
Diversify
Promotion
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6. Channels for promotion
Promotion
Channels
Social
network
Mobile Ads
Push
Campaign
Forums/Blogs
Influential
developers
Youtube/
Facebook
Emails
Newspapers
App Review
Websites
In app
messaging
Campaign
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7. Channels for promotion
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The target market for the browser are
tech savvy adults
The medium of promotion should
maximize exposure to the target group
Social network sites should be the
primary medium as it has become an
important part of today’s tech savvy
youth
Alternately the app also needs to be
promoted on app review websites like
‘iphone app review’ and ‘AppRater
Apart from digital world, the app must
also be promoted in print media like
newspapers and technology review
magazines just before the launch of the
app
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8. Whom do we talk to
Apps download is influenced to a great extent by the ranking on App stores. To
improve the ranking of App it needs to be promoted in the positive light especially in
the first two weeks by review websites, Key stakeholders Users, App developers, App
review websites ,Technology bloggers,.To ensure a healthy word of mouth
advertisement, it must be ensured that the reviews support the promotional
campaign
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Users: The primary consumer of Vyra should be engaged in a two way
conversation via multiple social channels
App Developers: For rich insights about our app as well as consumer behavior
App review websites: Androidcentral, androidify, iphone app review sites
Tech Mags: A word on say Wired can be worth many in the bush
Technology Bloggers: Are worth a dime a dozen but identifying and enlisting the
support of the right ones will be a valuable assset.
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9. Capturing attention
Use of humor
 Fun facts
 Upcoming releases
 News about latest technology
STAGE 1 (15 days)
Launch with “Can you make us lol” video
submission contest
 Multichannel promotion including memes
on Facebook and short Vine style videos on
Youtube and Twitter
STAGE 2 (45 days)
Ensuring engagement with the young cohort
by making them a part of the creative process
early on
Selectively giving away freebies to the most
avid users
Campaign to be bespoked in propotion to
the response on a real time basis. Key metrics
to be used for the same
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10. Metrics for success
Retention
Rate
Downloads
KEY BUZZ GENERATION
INDICES
KEY PERFORMANCE
INDICES
Session
Length
Usage
Lifetime
Value
Active User
Revenue
/User
User
Review
App load
time

11. References
• http://www.iab.net/about_the_iab/recent_press_releases/press_re
lease_archive/press_release/pr-070913
• http://www.netmarketshare.com/browser-marketshare.aspx?qprid=1&qpcustomb=1&qpct=2
• http://www.creativeguerrillamarketing.com/mobile-marketing2/unconventional-apps-mobile-marketing-examples/
• http://www.entrepreneur.com/article/229970
• http://mashable.com/2011/08/23/mobile-app-ranking-tips/
• http://www.huffingtonpost.com/2012/06/26/teens-and-socialmedia_n_1628442.html
• http://blog.bufferapp.com/social-media-in-2013-userdemographics-for-twitter-facebook-pinterest-and-instagram
• http://uxdesign.smashingmagazine.com/
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