1. The Magic Lamp in our Lives
for Employees and Customers
Rajesh Jain
NetCore Solutions
www.emergic.org
rajesh@netcore.co.in

2. 3 Questions – and Answers
• What’s happening in Digital India?
• What are the Opportunities going ahead?
• How can the Mobile help your Business?
2

3. What’s the Digital India story?
3

4. Digital India: Internet and Mobile
PCs and Internet Mobile
• PCs: 30 million (growing 8+ • Market 1
million / year) – 100 million users
– ARPU of Rs 500
– Equally split between Homes, • Non-Voice ARPU of Rs 75
SMBs, Large Enterprises+Govt – Mix of Enterprise and Youth
• Internet: 50 million
(growing 10+ million/year) • Market 2
– 6 million broadband (256 – 300 million users
Kbps) connections – ARPU of Rs 100
• Non-Voice ARPU of Rs 3
– 50% access from cybercafes
– Mix of Urban and Rural
– Ads: Rs 700 cr (3% of media
spend)
– Transactions: Tickets, Trades, • SMS Use: 50-60% (200+ million)
• WAP Use: 3-4% (10-15 million)
Matrimony 4

5. Reality of Indian Mass Market:
2 screens, not 3 (Nielsen report)
• 3 Screen opportunity exists with the affluent,
high-spend segment
• A game-changing, opportunity that extends to
the masses exists across 2 screens:
– First screen: TV
– Second screen: Internet/Broadband will not reach
the masses due to costs associated with laying
copper
– Third screen: Mobile will be logical area of growth
for wireless internet across the rich and the poor
5

6. Where are the Opportunities?
6

7. Five Structural Changes will create new
opportunities in India’s mobile space
3G / Mobile
MNP MVNO
Broadband
Voice MVAS
Competition Competition
7

8. Way Forward
Multi-
Mobile First Multi-Modal
Monetisation
• Devices exist • Mobile + PC • ABC Pays
but Services • Advertiser
missing • Show Value of • Business
PC Experience • Consumer
(subscriptions,
• SMS & Voice • Create a transactions)
• Mobile Web Mobile-PC
• Mobile Apps Continuum
8

9. India can be the Harbinger
• Drive Killer Services (with focus on “Usability”) to
drive demand for PCs and Broadband
– Education
– Mobile Social Networking
• Learn from Mobiles: Digital Services Operator
– Think ARPU, Prepaid, Cash Balance
– An Open Publishing and Micropayments Platform
• Extend to other Emerging Markets
– Made in India, Made for the World 9

10. What can you do to drive Business?
10

11. Mobiles can transform
Customer-facing Business Processes
Multiple Modes of Usage Enterprise Uses
• SMS • Customers
– Request Reply – SMS Request-Reply
– Push – SMS Push (Alerts)
– Subscriptions – Voice: IVR
• Voice – Apps
– IVR • Prospects
– Outbound – Advertising (SMS, WAP)
• WAP – SMS Database Push
– Mobile Website – Voice: Outbound
• Apps • Employees
– Email2SMS
– SMS Groups 11

12. Five Actionable Ideas
1. Invertising (Permission Marketing)
2. Profiled Database Marketing
3. Transactional Alerts
4. Promotional Messages to Customers
5. Email2SMS
12

13. Idea 1: Invertising to build
Hotlines to Customers
TM-ECON TM-ECON TM-ECON
Leaders this week: Leaders this week: International News:
*THE COLLAPSE OF *FLYING BLIND - The tragedy of the TURNING THEIR BACKS ON THE
MANUFACTURING - The financial commons meets the final frontier. WORLD - The economic meltdown
crisis has created a manufacturing Space is a public common and has popularised a new term:
crisis. What should governments do humanity needs to value it. Space deglobalisation. Is globalisation
about it? Having bailed out the waste stays in orbit for decades, or really ending? World trade has
financial system, governments are even centuries. It is time to stop so plunged. The integration of the
now being called on to save industry many satellites from flying blind. world economy is in retreat on
too. *** Pick up the latest copy of The almost every front.
*** Visit http://m.economist.com Economist from a vendor near you *** Visit www.economist.com/print
Feb 20th, 2009 Feb 21st, 2009 Feb 22nd, 2009
sms TE to 575758 to get daily updates from The Economist
13

14. Invertising for Enterprises
TM-IKW TM-IKW TM-IKW
*Google Everywhere: As the Search *The Economic Incentives of the *The Crowded, Caffeinated Soft
Giant Grows, How Much Is Too 'Store-within-a-Store' Retail Model - Drink Sector: Who Will Bubble Up to
Much? - Although real-time mobile New research by the Top? - With the market for
ad relevance could be viewed as a Wharton's Z. John Zhang and traditional soft drinks dominated by
sign that one company has too much Kinshuk Jerath of Carnegie Mellon giants Coca-Cola and PepsiCo,
power, Wharton faculty say, so far, University, looks into the alternative beverages have become a
the convenience Google provides dynamics of manufacturer-run shops rapidly growing and highly profitable
outweighs any apparent privacy operating under the roof of piece of the beverage industry.
worries. traditional retailers. ***
http://m.mytoday.com/u/389 Visit http://m.mytoday.com/u/390 http://m.mytoday.com/u/391
Sep 8th, 2009 Sep 9th, 2009 Sep 10th, 2009
sms IKW to 575758 to get daily updates from Knowledge@Wharton
14

15. Invertising for Enterprises
TM-FABINDIA TM-FABINDIA TM-FABINDIA TM-FABINDIA
Re-vitalise your HOME and Fabindia invites you to an Fabindia exbh of FABINDIA FURNITURE -
OFFICE with the new range exhibition of GARMENTS, FURNITURE & DHURRIES 14- NEW COLLECTION AT
of UPHOLSTERY at Fabindia ACCESSORIES and 15 Feb 11 am - 9 pm at SUNVILLE, 9 DR. Annie
store KALAGHODA 23-25 JEWELLERY 7 - 8 Feb at the CLUB PREMISES SHER-E- Besant road, Worli, Mumbai
Jan. PALLI HILL store PUNJAB SOCIETY MAHAKALI 18. Ph. 989323650230 from
CAVES ROAD ANDHERI EAST. 20 - 22 feb, 10am - 7pm
Open to all.
Jan 24th, 2009 Feb 6th, 2009 Feb 14th, 2009 Feb 20th, 2009
sms START FABMUM to 575758 to get regular updates from Fabindia
15

16. Idea 2: SMS Ads and Database Push for
Branding and New Customer Acquisition
TM-MyToday TM-CoxKings
BIZ: Win 200 Free holidays to
*RBI staff strike disrupts bonds Ireland worth Rs. 184000 to Rs.
trading 82000.
*HDFC sees 20% growth for sms CNK to 57575 to
loans in FY10 participate.
Ad:
T&Cs on coxandkings.com
INTEL CORE 2 DUO BASED PC RS
19,500 ONWARDS. sms INTEL
DB to 566776 FOR INFO
16

17. Profiled Database Marketing
for New Customer Acquisition
17

18. Idea 3: Real-time Alerts on Transaction
to inform and deepen customer bond
TM-NSDL TM-KOTAK
96404xxxxx,PAN alloted to 93250xxxxx,Our
you is BAIPP9358M. PAN Card representative will visit you
will be dispatchedshortly.SMS today for Kotak Credit Card
PAN 0307506002xxxxx to application & documents.
53030 or visit www.tin- For assistance call
nsdl.com to check further Pooja:02041050555
status
18

19. Idea 4: Promotional Messages and
Special Offers to Customers
TM-BigBzr TM-GreenCrd
Aayiye karein tyoharon ka Show SMS & get 5% Green
swagat Big Bazaar ke Card Fashion Friday
saath,Diwali Se Pehele discount at Pantaloons
Diwali Manayiye aur offers today 2nd Oct.Check out
ka laabh uthaiye. Hurry, the new festive range of
offers valid only Mens Formal, Semi Formal
till 4 Oct. & Party wear. T&C
19

20. mCoupons on Customer Purchase
20

21. Idea 5: Email2SMS for real-time
Push Mail Alerts on any mobile
 Imagine Push Mail on Mobile Key Breakthrough:
Long (480-char SMS)
 In short, an alternative to
Blackberry for the Masses
 And all you require is
An email account with auto-forward
capability
Your existing mobile phone
 Read, Compose and Reply to emails
using just SMS
 Using just SMS on existing mobile
phones. No GPRS required. No
purchasing new phones.
21

22. Communication Strategy at
All Stages of Customer Lifecycle
• Custom Alerts • Custom Alerts • Request - Response
Advocate • Footer Ads • Invertising • Voting
• Voice-based SMS • Voting • Polls
• Mass Email • Polls/Contests • Voice SMS
• WAP Advertising • Email Newsletters
Loyal Customer Customer Customer
Customer Acquisition Engagement Feedback
• Purchase • mCoupons • Request - Response
• m-Payments • Rich Media • Permission
Customer • Gifts Downloads Marketing
• Serial Feed
• SMS Communities
Customer Customer
Transaction
Non-Customer Gratification Retention

23. Key Points
5 Coming Mobile Disruptions 5 Actionable Ideas for Business
• MNP • Invertising
• 3G • Profiled Database Push
• MVNO • Transactional Alerts
• Voice Competition • Promotionals and
• MVAS Competition mCoupons for Customers
• Email2SMS
400 million Magic Lamps are out there…
What’s Needed are the Genie-like Services
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24. Mobile Broadband
Consumers “Mobile as Magic Lamp” Computing, Education and
VAS Operator Entertainment – as a Utility
Enterprises Enterprise Data MVNO VoIP; Software-as-a-Service
IT Operator; “Computing-as-a-Service”
Digital Services Operator Enterprise IT Operator
• Paid Content • Computing
– Desktop Network Computer
• Real-time Alerts / Updates
• Connectivity / Communications
• Advertising – DSL
– Mass – Fixed-Mobile Convergence
– Targeted (based on Profile) • Server Infra and Apps
– Intent (a la Paid Search) – OS, Desktop Apps
– Location – Collaboration Apps / Document Sharing
– Business Apps: Accounting / CRM
– On SMS, Portal, Voice, Video
• Cloud Services
• Invertising – VPN; Backup
• Lead Generation – Remote Desktops (Windows / Linux)
– Video Conferencing
• Transactions (mCommerce) • Mobilising Apps – Email, CRM, SFA…
• Email2SMS – Integration of Mobility into Business
Processes (eg. Email2SMS, Alerts)
• Premium Paid Subscriptions
• Mobile Marketing
• Education eReaders – Mobile Presence
• Entertainment: Mobile TV – Ads, Leads, Transactions
• AppStore (for ISVs) 24