Directi Case Study Contest 2010 submission by Team Markitechs from NMIMS

1. Team Members:
Ankit Dudhwewala
Abhishek Salecha
Deepak Middha
Shreyas Ravi

2. Agenda
Understanding Challenges for the Product
Marketing & Promotion Strategy
Monetization Strategies
The Product – Features & Benefits
Approach adopted to design the product
Background information

3. India is the second-
fastest growing
economy in the world
India’s internet community
grew by 42% in 2009
(The Economic Times)
Revenue contribution of VAS to
increase from current 12% to
around 20% by 2013 (www.ibef.org)
Mobile user base of 626 Mn
and expected to double by
2015 (Hindu Business Line)
Smartphone penetration out of the
total mobile penetration is only 2%
but it has the potential to grow
exponentially (The Financial Express)
VAS segment to garner US
$5.98 bn by 2013 from current
US $ 2.07 bn (www.ibef.org)
Web traffic from mobile phones
touched the 1.2-billion mark in March
2010, making India’s mobile-web
traffic the second highest globally next
to the US (www.admob.com)
Industry Analysis
Background

4. Smart Phone Usage In India
More than 145 min spent other
than communication
Share of time spent on phone
Background

5. 2005-
HI5- First
social
media in
India
2006-The
rise of
Orkut
2007-
Facebook Vs
Orkut
2008- The
Facebook
Revolution
2010-
Facebook &
twitter co
exist
Evolution of Social Network in India
Birth of Indian social Network
Location Based Social Network
ONLY FOURSQUARE- WEAK PRESENCE
Mobile Social Networking Website
Background

6. Social Networking on Mobile Phone in India
Both user base and reach is increasing every month for Social network sites and Apps
Background

7. Checks In
Loopt,
Brightkite,
Flook,etc.
Gowalla
• Social utility
• City guide
• Awards+ Badges
• Special deals
• Applications
• Both paid & free apps
• Mostly for food or friend
spotting
• Basic games
• Gaming roots
• Collect digital goodies
• Trips
• Top 10 user list at venues
• Badges
• Find friends
• Find places &
Events
• Share location tips
• Share photos
• Near by strangers
Foursquare
Major International Player in the -
“Location Based Social Network”
Background

8. Key Decisions
Compete Collaborate
We compete with the
other Indian players
like ibibo, big adda, etc.
We make a platform
where other players
can be partners.
Compete
Collaborate
Adopt Innovate
We adopt the best
practices of the world
and Indianise it
We make a completely
new platform from
scratch for India
High Return Low Risk
Adopt
Innovate
Example: Example:
Approach

9. Ease of use &
good looks are
important
Talking to
strangers esp.
opposite sex is
important
Games & apps
help in engaging
customer
Create not only
a social network
but a framework
Celebrities do
influence
Create more
partner than
competitors
Built initial trust
between users
and their service
Checks In are
not enough
1 2 3 4
5 6 7 8
Learning From Secondary Research
9
Real -time info is
important
Every 10%
easier interface
means 50%
larger audience.
10
Approach

10. Introducing
The Location Based Social Networking Platform
Approach

11. 54321
© 2008 www.PresentationLoad.com

12. What is PLACED-AT?
Product
Check-in and other basic services
Real time information on Road Traffic
Location based 3rd party applications
Location based Games & Entertainment
And Yes it works on both JAVA enabled and
Smart Phones.
An India specific Location based social networking portal
providing users with

13. Status update Features:-
 Manual status update by the User
 Push notification system – enables
the App to update user location
continuously in the background
 Updates about Friends Location
 Auto Status update on 3rd party Apps
 Share location update by strangers
Sharing Features:-
 Share location tips / directions
 Share views and reviews
 Share photos, videos of a location
Other Features:-
 Offers
 Real time search
 Event update of near by location
 Option of calling, msg & PLACED- AT
reply- on the PLACED-At interface itself
Privacy:-
 Invisible mode
 Users categorized in 4 different
labels for status updates or any
information sharing –
• members (all users of PLACED-AT)
• contacts (of phonebook)
• Favs (best friends)
• Select (select users for a
particular update)
 Our Product is well synchronized
with websites like
(www.pleaserobme.com) to save users
from any kind of trouble which can
arise from their status updates
Basic Features
Product

14. Real time info on( Road Traffic[1/2]
GPS location of phone
@ 11.30 P.M.
Latitude, Longitude
19.030497,72.846265
PLACED-AT enabled
mobile phone used
as the tracking device
Calculate distance traveled , time
taken, route, et al
Other real-time information like-
traffic situation, time spent @ a
spot et al can be calculated
GPS location of
phone @ 11.00 P.M.
Latitude, Longitude
19.03145,72.842209
PLACED-AT enabled mobile phone can be used as the tracking device
Increased accuracy by averaging
out data from all users using
that route @ that time
Uses GPS based mobile phone tracking technology
Product

15. You
Expected route
Traffic Jam
But you are a member
of PLACED-AT
So you Get Real Time
update about traffic
situation
Prior learning about
Traffic Jam
PLACED-AT checks for
alternative routes
PLACED-AT suggests the
best route
The source of this real-time information is our users
Real time info on( Road Traffic[2/2]
Product

16. Meru App - The one click cab call service
User –
Needs a cab
Opens Meru app
on PLACED- AT
Meru will dispatch a taxi
to given location
BMS App - The one click ticket booking service
User – Wants
to book tickets
Opens BMS app
on PLACED- AT
Displays Movies in the vicinity,
location can be changed
Sends User’s location
to Meru’s system
Sends User’s location
to BMS’s system
Location Based 3rd Party Application[1/2]
Product
Auto-tweets the name of
theater, movie and time

17. Burrp App - The one click cab call service
User – Hungry /
wants to go out
Opens Burrp app
on PLACED- AT
Many such 3rd party Application can be installed
Sends User’s location
to BMS’s system
Auto-status update the name of
place, location and time
Displays review of
restaurants in the vicinity,
location can be changed
Location Based 3rd Party Application[2/2]
Product

18. View Your Day
ATM Locator
Calendar
Phone Tracker
Weather Update
Invite Tracker
0800
hrs
0900
hrs
1400
hrs
1300
hrs
1800
hrs
Friend 1
Friend 2
Real time tracking of friends location – where are
they and how much time they will take to reach.
User invites friends for a movie or diner
HDFC Bank,
Parsi Colony.
Distance: 2Km
Will be Placed at Colaba on Flagged
days. Update goes to friends.
Going to Delhi
Live weather updates
Track your Lost Phone
Use 'locate' to see the approximate
location of your mobile on a map.
Few Other Application
Product

19. Games will be created by both PLACED-AT and 3rd party Will be played in the friends group
Sample game(created by PLACED-AT)- Location based Monopoly
Players visiting
any plot earn
virtual money
Movie hall, Malls,
amusement park are
plots
Players buy the
plot to become
virtual owner
If friends of owner visit
the plot they pay rent
Owner can upgrade plot at a price
to earn more rent
Virtual money so earned can be
used to buy real world goods
+
Visits cinema
- =
Owner of
cinema
Rent
-
=
=
Extra
rent
There can be more than 1 owner to a single plot. In such a case the two owner don’t pay rent to each other.
Plots for sale by PLACED-
AT @ particular price and
has rent attached
Location Based Games
Product

20. Revenue Method
Location Based
Ticker Ad Transaction
Fee
Selling
Virtual
Goods
Monetization

21. Location Based Ticker Ad
User visits Inorbit mall Logs -in to PLACED-AT
Clickable Ticker Advertisements
Sample specimen on browser by
clicking advertisement ticker
PLACED-AT charges its advertisers a fixed price per impression for the ticker ads
ATM Locator
USER BENEFITS
• Allows subscribers to
avail Spot Offers
• Doesn’t have to pay for
using application- as the
Ads subsidizes the use of
application
ADVERTISER BENEFITS
• Highly targeted
• High efficiency and
effectiveness
• Facilitates last minute
sales
• Effective medium to
roll out teasers
• Inexpensive!!
Gets ad listed from the
shops in Inorbit mall
Monetization

22. Pay the rental
Decide the number of weekly/monthly
impression
Select the demographics of the target
audience
Select the location to advertize
Log in and upload picture advertisement
Go to advertising page on PLACED-AT
• Two ads are uploaded
•First which appears at the bottom of the our
page
• Another which appears on clicking the first
ticker ad and gives more info.
Like Inorbit mall, Infinity mall, etc. Multiple
location can be selected.
The advertisers has the option of selecting- age,
gender & profession of the target audience.
Benefits of this method
• Ease of listing
• Both small and big players can list
ad
• Budget can be controlled
Cost = No. of impression* Price per impression
How to list ticker ads
Monetization

23. Transaction Fee
Transaction charges from 3rd party application having monitory transactions
Sells tickets through
PLACED-AT app
Pays PLACED-AT a
transaction fee.
Other Revenue Methods
Selling Virtual Goods
For games on PLACED-AT, virtual goods or virtual money can be brought from real money.
A percentage of the transaction amount is retained by PLACED-AT for 3rd party games.
Monopoly sells Rs 10000 of virtual
money for real money Rs 10
PLACED-AT earns
real money Rs 10
Monetization

24. Marketing “PLACED-AT”

25. Profile of a PLACED-AT User
• 16 years & above
• Middle Class & Above
• Working Professionals
Demography
• Primarily concentrated in Urban India
• Tier I & Tier II CitiesGeography
• Socially Active
• Require frequent Stress Busters
• Active on Social Networking Sites
Psychology
• Propensity to spend
• Value Added Services UsersBehavior
Marketing

26. 3 BASIC Rules for Marketing PLACED-AT
RULE 1: Think engagement
not Promotion
RULE 2: Listen to your
customer
RULE 3: Offer content that
matters - Build conversation
around it
Marketing

27. Marketing Mission
Launching a Location Based
Social Network, a service
unknown in India.
Encourage customers to use
PLACED-AT by effective
communication.
In the near future, make the
phrase PLACED-AT
synonymous with LOCATION.
Marketing

28. Message
PLACED-AT will –
Indianise the Message”
FACT Strategy
Promote the deals on PLACED-AT
Organize contests with prizes
We ask them why NOT?
For “PLACED-AT”, Message will be developed to suit the Indian Psychology.
Indians like offers
Indians like free gifts
Many Indians buy Smartphone for
status but don’t use its features .
Marketing

29. BLUE OCEAN STRATEGY
Besides promoting itself,
PLACED-AT will also aim at
educating the customer.
Benefits
1. We increase the market
size
2. And we catch them early
Message will be directed to educate
the users of smart phone
We will make users understand the
benefits of Mobile Apps
We tell users about the convenience
of using smart phones
We aim at solving users problems
with a 24/7 help line
MicroMax Smart phone
now @ Rs 7000
Why need a note pad.
Use your smart phone.
Dont waste money on
a secy. Use Mobile
apps.
Have a Problem ?Call us.
Marketing

30. Promotion strategy
Strategy Time Line
Stage 0:
Stage 1:
Design to market Throughout the
life time
• Charity begins at home
• Publicity/ PR
• Social Media
Stage 2:
• Online Advertisements
• PLACED-AT near target audience
• Publicity/ PR
• Contests
• Partnership
• Celebrity promotion
Stage 3:
Launch to 3
months
3 months to 9
months
Post 9 months
Marketing

31. Design to market
The products should be so designed that it creates opportunities to market itself
Placed-At installation
A Prompt Window after completion of PLACED-AT
installation on Phone.
Ease of sending invitation to users friends.
Marketing-Stage 0

32. Advantages:
• Helps in generating positive WOM
• Practical demonstration of use of various
Application
•Better Pilot Study
Charity Begins @ Home
Breed PLACED-AT as a part of Directi
culture
Amongst the Consultants
Amongst the Suppliers
Not to forget the Top
Management
Amongst the Customers
Amongst the Employees
Marketing-Stage 1

33. Create Facebook , Twitter,
Orkut, Myspace Applications
Status updates on Other
Social Network every time
the application is used
Creating a Community page
on social portals
Consumer Engagements
through topics for
discussion- Need not only be
Business
Social Media Marketing
Marketing-Stage 1

34. Public Relations / Publicity
Decide on the Face of the Company
Partner with a Publicity Firm
Partner with Ad “Blast” Firms
Meet Journalists in person- Every time!!
Be active on all technology blogs,
discussions
Attract media- Build on anything &
everything!!
Top 3 Indian Technology Blogs
Marketing-Stage 1

35. Online Advertising
Search Engine Optimization
Advertising on Inexpensive yet
effective sites – PAGALGUY,
Video Forum
Sending Viral emails to
potential customers
Video Advertising on
streaming websites like
Youtube, Metacafe
Marketing-Stage 2

36. PLACED-AT near Target Audience
Kiosks in Colleges & Companies
Sponsoring College Festivals & Company Events Festivals
Freebies for Students Organizing & Participating in Conferences
Marketing-Stage 2

37. Contest
Contests - designing Applications
for PLACED-AT for Students &
Young Working Professionals
Gifts for owning places
Shreyas is the
Owner of Inorbit
mall on
Personalized Gift for being
PLACED-AT more than 50 placed
Manish Singh
has been
PLACED-AT
Invite a friend and get 1000
points on PLACED-At apps
Time sensitive offers- integrates with the
PLACED-AT idea of NOW!!
Visit today &
Marketing-Stage 2

38. Partnerships
Smart Phone
Manufacturers
Social Touch
Points
Media Partners
Pre-installed PLACED-AT
application on Smart Phones
Marketing-Stage 3

39. Celebrity Promotions
Advantages:
• Celebrities are heavily followed by
general public as well as media
• When celebrities comment, it is noticed
• This benefits Pizza Hut which is getting
advertised along with PLACED-AT
How to do it:
• Target celebrities who need publicity
• Get them on PLACED-AT and steadily
expand the celebrity network as well
• Sign up agreements, if necessary-PAY
THEM
• Celebrity privacy could still be
maintained
Marketing-Stage 3

40. Challenges
Fear - among users that online check-ins leave them and their homes
vulnerable to robberies, muggings and sexual assaults
Lack of technological penetration and infrastructure development - GPS
technology, penetration of smart phones and mobile banking
Metropolitan/urban design - The challenge for location platform developers is
to give the networks value to a geographically diverse audience
Constant innovation to maintain competitive advantage
Keeping costs low for both users as well as advertisers

41. Thank You
By the way –
The domain name “www.placed-at.com” is still available
for registration!!! 