Directi Case Study Contest 2010- NMIMS United Colors
1. Team Name: United Colors Campus: NMIMS
Team Members
Deepika Kaushal Om Shakti Jha
Somsubhra GanChoudhuri Subhojit Chatterjee
Location based Social Networking Service
3. 10% 10%
15%
24%
21%
20% China
India
USA
Russia
Germany
UK
Source-wikipedia
Number of mobile users are
increasing on continuous basis
in developing countries as well
Transformed business models
across different sectors.
Social networking increased
Location based social
networking sites are on the
increasing trend side.
Mobile users across major countries
4. 40%
35%
7%
18%
Social Networking sites usage
Mobile Internet (%)
Facebook
Bebo (AOL)
MySpace
Twitter
47%
32%
11%
10%
Social Networking sites usage
On PC Internet (%)
Facebook
Bebo (AOL)
MySpace
Twitter
Mobile internet usage trend for the
social networking sites.
Personal computer(PC) internet
usage trend for the social
networking sites.
Source-wikipedia
5. Increased penetration
of mobile internet
usage across the world
Readily available
information for user in
their community
Examples- Restaurant,
pub or concert venue
happening around
with reviews of peers
Need for Location Based Social Media
7. Growth Drivers for
location based social
networking as per ABI
Research are :
North America
Europe
Asia Pacific
Rest of the world
8. Age group 15-25 years.
Mainly students and business professionals.
No gender differentiation.
Market segment for Location based Social Networking
9. Location based social network users
do visit social networks more often
Addiction towards usage of Social
networking sites
Usage pattern of location
based social network
10. 59
12
6
5 4
Users (%)
Four Square
Gowala
Mytown
Loopt
Whrrl
Market Share of major location
based social networking sites
Statistics for two major competitor
Foursquare and Gowalla.
Foursquare users base in millions
11. Internet usage in India Social Networking Site usage in India
Internet usage across India
Source:
Trak.in Source: www.ideasmarkit.blogspot.com 2009/08/social-networks-in-india-statistics.html
apac.globalthoughtz.com
12. Mobile internet usage in India
Mobile Social Networking usage – city wise
Most popular internet activity in India
Social Networking usage in mobile
Source:
Trak.in
Source:
Inmobi.com
http://indiamicrofinance.com/india-online-landscape-2010-internet-usage-statistics-india.html
Source:
Nielsen
14. Social Networking Site with a difference
Feature # 1: A Location based profile
Identify the current
location of the user
easily.
Use our Site Apps
which we will describe
in our next slides.
Add others based on
their current location.
Friends circle to see
photos uploaded by the
user for that location.
Concept of social stamp
collection
A stamp with the current location of the
user will be displayed.
The above user is in Juhu, hence the
stamp is displayed below his profile
picture
Allow users to-
15. Social Networking Site with a difference
Feature # 2: History of Locations visited by the user – stamp collection concept
Current location stamp
Previous location stamp
Step 1: Click on the profile of the user
Step 2: Check the Location Photos section
Why?
Location Photos section is
based on collecting stamps
of the places that the user
visits.
Helps the friends
community of the user to
take help from the latter as
it notifies that the user had
stayed at a place
Helps the user to earn a
designation in the
community based on the
number of stamps collected
16. Social Networking Site with a difference
Feature # 2: Stamp collection concept - Working
Selects country, state and city.
Choose the exact location. All
this is done through Google API
(customized).
Option to leave the location box
blank.In that case the total
location of Om will become
Mumbai only.
Final location displayed as Juhu,
Mumbai and he earns a stamp
of Juhu, Mumbai.
17. Social Networking Site with a difference
Feature # 3: A True Multilingual Social Networking Site
Real Time Online Translation tool. This tool is available from Google as an open source
API which will be included in Compass Comment tool.
18. Social Networking Site with a difference
Feature # 4: Integration of Social Media in the Social Networking Site
Integration of social
media updates
User will get update of
Gmail, Yahoo Mail or
Twitter updates in the
Home page.
Compass will show the
number of friends in the
user’s area.
Google Talk will be
integrated to the
networking site.
19. Social Networking Site with a difference
Feature # 5: Free GPS Tracking of friends through their mobile numbers
Compass will record
the mobile numbers on
accepting the friend
request.
The mobile number of
an user will be
recorded when he/she
joins our network.
This will be used for
tracking the person
(obviously, if he/she
accepts to do so).
But the mobile number
will be hidden from
other users.
Amresh gets a friend request from Deepika
and signs up. He allows tracking.
Deepika login to her profile and checks in
to track her friend Amresh.
20. Social Networking Site with a difference
Feature # 5: Free GPS Tracking of friends through their mobile numbers
The result is that Deepika is able to see all her friends getting tracked within a limit
specified by her. This is seen only in the GPS Tracking Apps.
Deepika now gets to know in real
time the exact location of her
friends within a range of 1 km.
radius.
She also gets real time updates as
to who enters or exits from the 1km
radius and also which way they
came from or which way they are
heading to.
21. Compass will also have other features which are enlisted below. Each of the features
will be in the form of apps. These apps will be free of cost and ready for use.
Apps to inform about traffic jams
Share movies
Reviews of eating option - nearby
hotels, restaurants, fast food joint etc.
Sale offer in a particular store.
Plumber, carpenter, electrician service
Update about latest events
Sharing of data about cabs.
Room mates or sharing of
accommodation.
Location based internet and DTH
service.
Trips and travel companion.
Study group for competition.
Buying and selling of products.
Gas connection
Proposed Compass Applications
22. Social Networking Site with a difference
Feature # 7: On-line check-in planner
.
Inbuilt online planner which will have four columns – Date, time, location and comments
Subhojit gets an invitation from a
friend to meet up at RaghuLeela Mall,
Vashi on Tuesday, January 18, 2011
at 5:00 p.m. So he enters it in the
online planner tool
So if Deepika is somewhere
in Vashi area on January 18,
2011 at 5:00 pm she gets an
update from the online
planner that Subhojit has
come to RaghuLeela Mall,
Vashi.
This online planner matches
the current location (here
Vashi, Mumbai) of the user
(here Deepika) with online
planner of her friends
alongwith timestamp.
23. Supporting terminals of Compass
A prototype of the Mobile version of Compass
Application Featured Functions Supporting Terminals
Foursquare Check-in, badge, title,
coupon
Android, Blackberry, iOS,
Web OS
Brightkite Group, picture
sharing, virtual reality
Symbian, Android,
Blackberry, iOS, WebOS
Yelp Business review,
checkin, badge
Android, Blackberry, iOS,
WebOS
Loopt Checkin, badge, title,
coupon, making
friends
iOS, WebOS
Mytown Games like Monopoly iOS
Bedo Making friends,
location sharing, blog
Symbian, Windows Mobile,
Java
Play4f Check-in, badge, title,
coupon, localization
Symbian, Android, iOS
Dianping.com Business reviews,
recommends and
preference
information
Symbian, Android, iOS
The supporting
terminals of
Compass will be:
Android
Blackberry
iOS
Symbian and
WebOS.
Compass will be
available in all
the three main
flairs:
Web Version
Mobile Version
Through SMS
24. Prototypes of Compass
A prototype of the Web version of Compass A prototype of the Mobile version of Compass
A web prototype of Compass. Please download
the file to ‘Desktop’. Open ‘login.html’ file in it.
A web prototype of Compass. Please
download the file to ‘Desktop’
http://labyrinthnm.freewebhostx.com/Unitedcolors/login.html
Login: subho Password: chats
25. User Incentive system
As the User moves up “frequent user” level, new Themes for the profile will be unlocked
Frequent user: It will be given will be based on following criteria:
Number of posts Number of likes Number of pictures
Number of apps
used
And the 3 criteria
mentioned above.
Local: No of places visited in a city and frequency of visit
Critic: Rating given to places visited and reviews written about them
Traveler: The levels will depend on number of cities travelled.
A user will move up the levels after meeting the criteria. These levels will be calculated based on
the activity of the user in the last 45 days.
Compass will have 4 types of designations. These 5 designations will have 6 different levels. For
Reaching every level user will get a trophy.
26. Corporate Offerings
Sales Force Tracking
Campus Orientation
Loyalty Programs & Product Promotion
Data Analytics
Event Promotion
27. Sales force Tracking
A major issue of businesses is how to track to their sales force
How to verify if the sales person has actually made a sales call
•Customized map
where businesses can
update the customer
location
•Day planner for the
sales person
•A central
communication
system
Offerings
•Sales force after reaching a particular address will
have to check in through mobile
•The Check-in made will leave a time stamp as a
proof of when the sales call was made
•The map will guide the sales person new in a city
•The communication system will allow the business
to send a single message to the whole sales force
•The sales person will also be able to send updates
back
Uses
28. Campus Orientation
Businesses/Institutes with larges campuses spend lot of resource & time on
orientation of new employees
•Customized map
where businesses can
mark the venues in
campus
•Tips can be left about
a particular location
•Orientation games
can be developed
•It will help new employees to get acquainted with a
place faster
•Tips like working hours of gym, where to grab a good
coffee will enrich the candidate experience
•Orientation game with points given based on number
of time one visits library, cafeteria etc can be
developed. The orientation will complete after one
visits all the places and collects a certain amount of
points
Offerings Uses
29. Loyalty Programs & Product Promotions
How can businesses identify loyal customers and reward them
•Identify & reward
loyal customers
•Promote new
products
•Attract Customers
•Businesses can offer discounts and prizes based on
the frequency of the visit of the customer to their
location, or they can welcome first time visitors with
an offer
•Businesses can promote a new product/service by
announcing it on the list, customers will be able to
see it after checking into that particular location
•If the users are near the business they will receive a
message informing about special offers there
Offerings Uses
30. Data Analytics
How to monitor the customer and identify the trends
•Complete statistics of
the visitor profile
•Data of check in
timings
•Product consumption
Trends
•The data will provide the age group of the visitors,
the frequency of their visits, gender, education,
languages spoken
• Timings of visits, total number of visits will be given
•Through the review businesses can find out what
products are liked or disliked or which product is
consumed more
Offerings Uses
31. Event Promotion
How to create interest about an event and promote it
•Plan and announce
an event
•Users can confirm
their attendance
•Customized trophies
for those checking in
at the event
•Businesses can create a buzz about their event
•The confirmation from users will give them a rough
idea of number of people attending it
•Customized trophies will create a word of mouth
publicity
•Incentives can be offered to those checking in early
at the event venue
Offerings Uses
33. Revenue models of Compass
• The rating given by users for different establishments like
hotels, restaurants, etc. will be recorded.
• Custom reports will be generated which will be sold off to
companies.
Analytics Market
• This will be the city based advertisements.
• Will be charged on a per day basis to the advertisers.
Ticker
Advertisements
• These advertisements will be clickable buttons on mobile
wallpapers which will lead the user to the advertiser’s
website.
• This will be charged on a per day basis.
Dynamic
Advertisements
• These ads will come along with search results of any
establishment like hotel, restaurants etc.
• This will be charged on a per display of ads.
Custom Text
Advertisements
34. Revenue models of Compass
• Developers will share Compass Apps and themes and share a
part of their revenue with Directi
Apps
Development
• This will be customized local ads that will be sent to user in
bulk SMSes.
• Charge will be charged on the basis of advertisements
delivered.
Bulk SMS
advertisements
• This app for custom map, day planner, central
communication will charged a flat rate
Sales force
tracking
• This app for custom map, games will charged a flat rate
Employee
Orientation
35. Profit of Compass
Revenue share in the first year Net present values
Normal
Approach
Optimistic
Approach
Pessimistic
Approach
NPV
Rs 789
million
NPV
Rs 9.71
billion
NPV
Rs 113
million
Financials (Please find the excel calculations below)
Normal
Approach
Optimistic
Approach
Pessimistic
Approach
37. Understanding Target Users
Demographic
• Age 15-35
• Students, working professionals
• Middle to high income groups
Geographic
• Urban
• Semi Urban
Psychographic
• Affiliation
• Achiever
• Experiencer
• Outgoing
• Socially active
Behavioral
• Spends lot of time on internet
• Tech savvy
• Tries new things
38. Go to Market strategy
Phase 1:
• Launch of
compass
• Informing
potential users
• Create a buzz
Phase 2:
• Spread the
message further
• Acquire new
users through
viral campaigns
Phase 3:
• Organic growth
of users
• Sustain the
marketing
• consolidate the
position
The marketing of Compass will be done in three phases:
39. Media Mix
Event:
Launch by a celebrity,
Putting up kiosks in Malls,
coffee shops & other
public places
Television:
PR & Publicity,
Coverage of Launch event
Print:
PR & publicity,
Coverage of launch event
Phase 1
41. Media Mix
Phase 2
Types
Key word
Targeted Ads
Banner Ads
Tie-Ups
Social media
Campaign
Campaign Objective
Drive traffic to website, Conversions
Leverage popularity of other site
Awareness, visibility, Brand Recall
Tap the traffic of facebook and other
networking sites through apps and contests
42. Key Word Targeted Ads
Key words will be search for review of restaurants, hotels; Search for
addresses; popular chains of restaurants, pubs etc
43. Banner Ads
Banner ads will be put up in popular sites frequented by target group
like music sites, sports site, yahoo, rediff , naukri ,etc.
Please find an innovative ad
in “MakemyTrip.com” below.
Please Unzip the file and then
see makemytrip.html
http://labyrinthnm.freewebhostx.com/Innov/makemytrip.htm
Innovative
Advertisement
44. Tie Ups
Key words will be search for review of restaurants, hotels; Search for
addresses; popular chains of restaurants, pubs etc
Search engines- So that content of Compass appears
as search result.
Facebook, Twitter, Gmail, Yahoo mail- To get real time
updates and also to post Check ins as updates.
Buddyway.com- for GPS tracking, incase indigenous
system is not used.
SMS partner - sites for sending bulk text message
45. Social Media Campaign
Compass Cut outs will be put up in certain locations in the city.
Competition will be launched where the users have to click picture in
front of the cut outs and put them on their profiles. Winner will be
selected based on number of pictures and number of likes received
A video making competition with the theme as “How Compass effects
the everyday life” will be launched. Videos have to be uploaded on
Youtube/facebook. The one with maximum number of views will win.
47. Viral Marketing
Student Brand
Manager in
colleges
Appoint brand managers in colleges
For word of mouth publicity.
Promote the advantages of location
based Social networking. The college
with maximum number of users wins
How?
Why?
48. Unconventional Media
Menu cards-
Ads on menu cards of
CCD, Barista etc
OOH TV-Users will be
able to request songs
on OOH tv through
an APP.
Bus, Train-
Ads will given on
local buses and trains
Tickets-
Ads on movie tickets ,
railway, air tickets etc
Movie Theatres-
Ads before movies
and during
intermission
Standees –
In popular places like
pubs, restaurants etc
49. Events
Sponsoring events like Rock
shows, College fests etc
Give away Compass
Merchandise – T-shirt, mugs
etc in On-the-spot
competitions held in college
campus, malls, restaurants
etc
50. Strategic Tie-Ups
Internet service
providers
• To promote compass
on their home page
when a customer
logs in to access his
internet connection
Shoppers
stop/Lifestyle
• Giving loyalty points
for Compass users to
avail discounts by
showing that they
have checked in the
store
Mobile Service
Providers
• To provide Compass
as an inbuilt
bookmark
• Advertisements on
the bills of postpaid
connections
Music Bands
• Bands like Euphoria,
Parikrama will
update their
locations as they
travel along for
shows
51. PR
Eminent technology
columnists &
bloggers will be
invited to review
Compass
Celebrities like sport
person, film stars etc
will be roped in to
open their account
on Compass
52. Media Mix
Phase 3
Online
Events
PR
Online
• Search engine
Optimization
• Key word based
Search
• It will be perennial
Events
• Online Competitions
• Sponsoring events
• It will be periodic
PR
• CSR activities
• Supporting a cause
• It builds credibility of
the organization