Directi Case Study Contest 2010 submission by Team Exter boys from MDI Gurgaon

1. LBS + Game Dynamics = Web 3.0!
Team Name : Exter Boys
Team Members: Amritanshu Pandey
Nikhil Taneja
Gaurav Budhrani
1

2. Mobile Phone is becoming the greatest social leveller
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To tap into the vast market of Mobile users by offering Addictive, Fun and
Useful Location Based Services

3. Agenda
3
LBS Industry
Product
Overview
Marketing
Monetization
Overview
Game Dynamics Product Overview
Product
Specifications by
Game Dynamics
Integrated
Marketing
Campaign
Marketing
Initiatives
Viral Marketing
Strategy

4. LBS Industry Overview
4

5. LBS is one of the hottest new technologies and one that excites marketers the most
• India has more than 600 million mobile users out of
which 100 million are already net-connected through
GSM or CDMA
• LBS accounts for less than 1% of the total $2 Billion VAS
market
• The services that are provided ,as of now, cater to the
upper end of the pyramid.
• Airtel recently launched Airtel Buddy Finder Service, a
handset agnostic LBS offering.
Market overview
5
Current Players in the
Market
Source: Research on India: Used Car market – India (April 2010)
 Onze Technologies
 MapMyIndia
 Interchain Solutions
 NAVTEQ
 SatNav Technologies
 Yulop

6. Game Dynamics
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7. Game layer on top of Social Layer – Significance of Game Dynamics
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8. 8
Game Dynamics – Panacea for operators of virtual world
Social Layer
The social layer is about building connections. The construction is complete
Game Layer
The game layer is all about influencing behavior. Construction has just begun
Appointment
Dynamic
Progression
Dynamic
Communal
Discovery Dynamic
Influence & Status
Dynamic
Quest Dynamic
Elastic Velvet Rope
Dynamic

9. Product Overview
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10. Concept (1/3)
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Product Overview
Exter – “Get Addicted to the outdoors!!”
• A platform for location based social
networking
• UI present on smartphones, Facebook
and a dedicated website.
• Works with Packet Data, SMS & E-mails
• Based on the principals of Game
Dynamics
• Users share their location with friends
by “Checking in”
• Syncs data with Facebook, Twitter etc.
• Uses techniques like Geo-Tagging, Geo-
Networking and Geo-Targeting

11. Concept (2/3)
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• Users share their location
with friends by “checking in”
via a smartphone or SMS
• Points are awarded for
checking in at various
venues
• All updated can be linked
with Facebook and Twitter
• Users can tag images based
on the location
• Search Index to be
prepared which will show
images on the smartphones
• Users earn points by checking
in at various venues, new
connections, sharing reviews
etc.
• Brand specific challenge will
be different from the overall
points system.
• Points will be used to unlock
levels and redeem goodies
Check In Geo-Tagging Points System
• Various brands can be
promoted through the use
of points/levels and rewards
• e.g. If you have checked in
100 times at Pizza Hut, you
will unlock the discounts and
receive a badge
• The search will be based on
the current location of the
user
• For smartphones, users can
download the geo-tagged
images as well
• Various partner brands will
be promoted through this
• Since privacy is a major
challenge in LBS networking,
the application will focus
only on the micro
communities
• This will also help in
exploring uses of “Communal
Discovery Dynamic”
Brand Specific Challenges Information Search Micro Communities

12. Concept (3/3)
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The user interface for the application would be similar to Gowalla. The UI would be present for various
smarthphones /multimedia phones(iPhone, Blackberry, Symbian, Java based etc.), dedicated website and
also integrated with Facebook.

13. Product Specifications
(According to Game Dynamics)
13

14. Progression Dynamic
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A dynamic in which success is granularity displayed and measured through the process of completing itemized
tasks.
Popular examples – Linkedin, World of Warcraft
DonBhaubaliBhai
Munna
Mobile
Pappu Pager
• These are the titles which will be given to the users on the basis of the overall points.
• If 2 users are checked in at the same location, one user can challenge the other user
• The winner will be decided based on the title. E.g. Bhaubali will beat Munna Mobile
• The winner will receive extra points and points will be deducted from the losers overall points
• This will provide incentives for users to progress to the “Don” title
This could be different for different cities and sexes
Progression in Exter

15. Influence and Status Dynamic
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The ability of one player to modify the behavior of another’s action through social
pressure
Popular examples – Platinum Credit Card, Modern Warfare (One of the most popular
games)
• Badges and rewards will be used extensively to advertise for various partners
• In the above example, micro communities living in Punjabi dominated areas could be given such
challenges
• Brand loyalty will be promoted and new customers will be introduced to the chains
• This will also lead highly targeted marketing campaigns which are much effective than bulk SMS
and cold calling
• This will be a major source of revenue for the company
Influence and Status in Exter
If you check in to “Punjabi by Nature” more than 30 times you
will earn the badge of “Pure Punjabi”.
This is extremely effective in micro communities which are status
conscious.

16. Appointment Dynamic
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A dynamic in which to succeed, one must return at a predefined time to take a
predetermined action
Popular examples – Farmville, Happy Hours
• Appointment Dynamic has influenced users in a big way. An example in the virtual world is
Farmville where in millions of users return at predefined times to till their virtual crops.
• This could be dynamic in nature as well where in partner companies can ask Directi to launch an
appointment dynamic during times when they are witnessing low customer turnover
Appointment Dynamic in Exter
If you check in at various partner stores between 3 PM to 6 PM
you will get “10% off”.
This is a way to promote businesses which see a low customer
turnover at some times of the business hours.

17. Community Discovery Dynamic
17
A dynamic wherein an entire community is rallied to work together to solve a
challenge. It leverages the network of society to solve various problems.
Popular examples – Digg, McDonalds Monopoly, Darpa Balloon Challenge
• This will not only increase the enthusiasm within the micro communities but also give users an
incentive to increase the community base.
• For brands like “Virgin Mobile” who have focused tremendously on concepts like “Friends” this
could be a platform for them to launch their various products
• Restaurant, Bars etc. can give special discounts if X members of the community visit the joint.
• The concept of “Friends Locator” which has launched by Airtel can be further extrapolated by
using community discovery dynamic in Exter
Community Discovery Dynamic in Exter
The micro community which earn the maximum number of points
in a month will get special benefits like “free CUG for 1 month” or
“Photo shoot sessions” etc. along with their name displayed on
the leader board.
This is a way to promote businesses which see a low customer
turnover at some times of the business hours.

18. Quest Dynamic
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Quest dynamic is an established gameplay mechanic that is broadly applicable. They work because they
give people something to do whey they first show up (and thereafter)
This “Goal Interface” design is more important than UI design because it provides a framework of “what to
do” that distinguishes games.
• ‘N’ Users which complete ‘X’ number of challenges
first will be awarded the “Achievement” badge.
• These could be based on social/environmental
issues such as “First User who check in to eco
friendly places gets an ECO Conscious Badge”
• Companies which Promote such issues could be
major partners in promoting the Quest Dynamic
Quest Dynamic in Exter

19. Elastic Velvet Rope Dynamic
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Elastic velvet rope dynamic entices users to become paid members once they
have amassed large number of points.
Popular Example: Club Penguin
• Online ‘Platinum Store’ store wherein only paid
member can redeem points for various schemes and
promotions
• The membership charges would be on a monthly
basis and nominal (around Rs. 100)
• Promotions which are extremely lucrative will be
put up in the platinum store
Elastic Velvet Rope Dynamic in Exter

20. Other Possibilities
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Replicating the Web Experience
You walk into a shop anywhere in the world and you like what you see. Then you would check-in
and the app would prompt you with the question: Would you like to receive email updates from
X shop?
This is a magnificent way to increase a business’ email database offline!
Adding Pictures to Check Ins
Adding Pictures increase the emotions attached to the application. An individual can add his
facial expression once he checks in to a place to indicate the level of his pleasure.
Checkout
There’s also value for checking out in specific locations/activities/events. The obvious advantage
is that the application could give you the option to complete a very quick, multiple-choice, survey
(The company could give away cool incentives in exchange). Also, the organiser could clearly
measure the length of time that a person spent at that event/activity, like a website!

21. Target Segment
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22. Target Segment for Exter
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• More than 33 million internet users in India visited social
networking sites in July 2010, that is 84% of the total
internet audience in India.
• India now ranks as the seventh largest market worldwide
for social networking,.
• The total Indian social networking audience grew 43
percent in the past year, more than three times the rate of
growth of the total internet audience in India.
Current Scenario
22Source: www.allfacebook,com

23. Target Segment for Exter
2323
The target segment for Exter are the people on the social networking website
These people are majorly concentrated in big cities
This segment believes in sharing, collaborating and having fun on the social
networks
Since we want to build a game layer on top of the social network, we want to
leverage on these connections and target this segment
Smartphone users in India account for 4.6% of the total number of mobile
phone subscribers ( around 600 million)
Thus there are 27.6 million smartphone users in India, with the number
expected to increase manifold
The large number of smartphone users are expected to use Exter

24. Perceptual Map
2424
EasyComplex
Online Social
Networking
Location Based
Social Networking

25. Marketing Plan
25

26. Brand Building Hybrid Model
Online Offline
Facebook
Twitter
SEO
Youtube
Indian Sites
Apps SItes
Brand Tieups
MNOs
Corporate
Outlets
Phone seller
Phone OEMs
ATL TV
Campaign
Radio
Print
Media
Social
Media
BTL Toll
receipts
Stickers
on
outlets
Phone
dealers
Leaflets
Local
News
papers
Check-ins
CRM
Utilizing both online and offline marketing

27. Online Advertising
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28. This is the age of social networking

29. 29
Online
Marketing
Facebook & Twitter
• Integration with Twitter and Facebook
is very important as a large number of
these users are expected to use
location based services
• Import Contacts from FB, Twitter,
Gmail, Orkut etc.
• Updates on Facebook and Twitter
about recent places visited
Search Engine Salience
• Search engine results need to be improved by
Search Engine Optimisation
• Words and phrases such as ‘mobile social
networking’ ‘social networking’ ‘mobile social
apps’ etc should be bid for sponsored links as well
Online Advertising and
Blogging
• Advertisements on most visited
Indian sites such as rediff, indiatimes
etc.
• Getting top bloggers to use Exter
and write about it
• Getting Exter featured on App sites
such as Nokia Ovi store/Google Store
etc as the top rated product for free
download
Youtube
• Youtube viral videos should be posted explaining
the service and its benefits
•These Youtube video links should be provided on
the Facebook and Twitter pages of the product
Social Media has emerged as the most important medium of
advertising for location based services

30. Exter could target customers on different social networking
sites depending on the location
3030

31. Offline Advertising
31

32. Offline Advertisements and Partnerships are essential in India
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Partnerships &
Advertisements
Advertisements
 Stickers outside those
restaurants/bars/shops that give
discounts/promotions to Exter users
 National TV campaign on the
lines of Ibibo/bigadda etc
Print & Radio
 Advertisements given on receipts
given at Delhi-Gurgaon toll plaza
 Ads on airline tickets/metro cards
30 second ads on radio stations
MNOs
Tie ups with Mobile Network
Operators to ensure easy check-ins
via SMS
SMS promotion about Exter; free
download available at MNO WAP
sites
Free CUG service to top winning
teams for a period of 1 month
Corporate
 Companies can provide its employees
smart phones with Exter installed
Phone OEMs
 Directi should tie up with
phone OEMs so that Exter is
preinstalled in the smart phones
Phone Dealers
 A lot of customers get
software installed from phone
sellers. Tying up with them
would ensure that the phone
is sold with Exter installed.

33. Parameters to be gauged for implementation
Facebook Page, FB and
Twitter Integration,
Youtube videos, Tie
ups with Phone OEMs
and Dealers
Search Engine
Optimisation needs to
be undertaken. Blogs to
highlight the benefits
TV Campaigns and
stickers outside outlets,
Tie ups with MNOs, App
Download Sites
Promotions through
corporates, SMS, Radio
and on metro cards/ toll
receipts
Opportunity Details
Perceived
Impact
Time
Perceived
Investment
Perceived
Priority
High
High
Moderate
Unknown
Low/ Near term High/ Long term
33

34. Monetization Strategy
34

35. Brand Specific Challenges
35
Every partner brand (esp. Retail Chains) can develop a challenge in
collaboration with Exter to promote the brand and its promise.
e.g. Pizza hut can develop a challenge where in all users who have checked in
to Pizza Hut more than 10 times in a month would get a 20% off from the next
time.
Exter would charge a fee for the same which would form the major portion
of the revenue. In the above examle, Exter could charge a fee of 10 lacs per
year for promoting Pizza Hut or charge on transaction basis.
The fee would depend on the scale of marketing promotion.

36. Sponsored Search
36
• The concept of sponsored search is more effective in
Location based searches than anywhere else
• Users who search for content related to a particular
location will be provided with the sponsored ads first.
• The charges for sponsored ads will depend upon the
queries in the particular area and would range from
anywhere between Rs. 5000/year to Rs. 1,00,000/year

37. Platinum Membership + Miscellaneous
37
• Exter would give option to the users to upgrade to
platinum membership on a monthly basis. The charge
for the same would be Rs. 100 a month.
•This will be successful because of the presence of
lucrative offers/rewards for the platinum members as
discussed in Velvet Elastic Rope Game Dynamic.
Miscellaneous
Exter could sell data pertaining to
customer’s preferences which is
highly sought after by the market
research companies

38. Revenue and Expenses
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(All figures in Lacs of INR) 2011 2012 2013 2014 2015
Revenue Sources
1. Brand Tie-ups 100 300 500 1000 1400
2. Sponsored Search 10 50 100 150 300
3. Platinum Members 2 5 12 20 50
4. Miscellaneous 0 5 15 40 100
Total Revenue 112 360 627 1210 1850
Marketing Expenses 100 300 100 200 200
Website Development 20 0 0 0 0
Application Development 50 20 20 20 20
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2011 2012 2013 2014 2015
Revenue (in lacs of INR)
Total Revenue
100
300
100
200
200
Marketing Expenses (in lacs on INR)
2011
2012
2013
2014
2015

39. Thank You
39