The Mobile Marketing Edge:

Why Mobile Marketing is a Game Changer

Saugata Ghosh
Group Manager –
International
Business
Hungama

Kaushik Mhadeshwar
Founder & Chief
Catalyst
at Learning Catalyst

www.learningcatalyst.in
The mobile phone has been a hugely
successful product since its invention

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Its portability, features and convenience makes it a
very engaging device.

EARLIER NOW
Data Communication

Voice

Information

Entertainment

Lifestyle
The mobile phone has overtaken the bicycle
as the highest sold consumer durable in
India in the past 100 years. That's within
10 years of its introduction in India.
Source: NCAER Data

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 Fastest growth rate of any medium
162
No of years taken to reach 50Mn base

38
28

10 11

1822 1927 1959 1994 1995

Entry Year

Source : Industry Sources

 Ubiquity of the Mobile Phone

Cars Phones TV Credit Card PC

800 Million 1.3 Billion 1.5 Billion 1.4 Billion I Billion

Mobile Phones
4 Billion
Why is Mobile Marketing the new buzzword?

Targeting
Reach
Response

Measurabili
ROI ty
Mobile as an advertising
medium addresses all
advertiser needs
Engageme
Uniqueness
nt

Interactivity
Ease of use
Sales
What makes Mobile Advertising so enticing?
POTENTIAL PERSONALISATION

-
Mass advertising, high reach
Traditional Lacks customisation
Advertising
Zero interactivity

One-to-one advertising
Different design to different audiences
On-line Interactive advertising
Advertising

Location based, highly targeted

Highly Interactive, viral , extremely
Mobile personal & omnipresent
Advertising
+
To understand mobile marketing, we need to
understand its ecosystem of content
distribution in the mobile world.

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 In a nutshell

Content Content Operator End Users

Owners/creators publishers/aggreg

Yahoo
Indiatimes Airtel
SONY
NDTV Vodafone
T-Series Idea
Movie houses Network 18
Tata Indicom
Balaji Hungama
Mauj
Mobile Marketing Types
Various Touch Points on Mobile-VAS

16
 SMS Marketing Types

1.Interactive response to short code integrated

in an advertisement
2.Database Marketing
3.Header and Footer advertising
4.SMS “push” based advertising
5.Voting or Polling
Case Study: Sony Pictures – ‘Pursuit of
Happiness’ SMS Promo

The campaign was promoted across

print, television, Café Coffee Day
outlets.
Users had to SMS ‘POH’ to 8243 &
answer a simple question.
On answering he could either win an
SMS discount coupon of 15% on the
purchase of the POH DVD & be
eligible to win a FREE DVD.
The SMS coupon could be redeemed
at any music or video store.
The activity increased the footfalls to
the stores.
Campaign by Yahoo
 Blue Star
Lead Generation via SMS

Blue Star wanted to create a database of possible consumers

SMS Interactivity introduced in an Outdoor Campaign

Do you Need a 1 Ton or a 1.5 Ton AC was the call to action

Interested
consumers were called back effecting direct sales
Campaign by Hungama
 CADBURY
“PAPPU PASS HO GAYA” campaign was run by
Cadbury India with Amitabh Bachchan to test their
brand recall.

The campaign was supported by an SMS contest to

conduct a wireless survey and gauge market
acceptability of the new campaign launched for
CDM .

The viewer had to SMS “PAPU” to 4646 and get a

question in return which revolved around the
campaign.

This
initiative was a huge success which actually helped
Cadbury to measure the Ad recall.
Campaign by Hungama
 Footer Ads

MyToday MyToday

HEALTH: BIZ:
Go healthy ! Use pureed *RBI staff strike disrupts
veggies instead of cream. bonds trading
etc for gravies *HDFC sees 20% growth for
Ad : loans in FY10
PRESENTING THE ALL NEW Ad :
FORD IKON . sms DURA to INTEL CORE 2 DUO BASED
56263 FOR A TEST DRIVE PC RS 19 , 500 ONWARDS .
sms INTEL DB to 566776
FOR INFO
Database Marketing

CAMBRDGE
Special offer from
Cambridge @Bandra. Buy
3 shirts Get 1 free.
Limited period offer @
Cambridge. Off Linking
Rd, Bandra(W).Opp
Shoppers Stop,Call
26454627/2530
 Voting Polling

MyToday MyToday

Jokes : Jokes:
Teacher: ‘A’ for? Chintu: Tom: Do you feel like a cup of
Apple coffee.
Teacher: Zorse bole Sam No.Do I look like one?
Chintu: Jai Mata Di Ad:
Ad: B'lore Airport monopoly?
RK Misra in Final 4 . Want HAL Airport to
Please vote for him ,
sms LEAD 4 to 58888 stay? sms HAL Y for Yes
or N for No to 575758
 mCoupons
MyToday
HEALTH: Go healthy ! Use
pureed veggies instead of
cream. etc for gravies
Ad:
Do you want strong &
great looking hair?
Sms STRONG to 56161 .
T & C Aply
56161
You have won free sample
of ‘Hair & Care- Almond
Gold’ 100ml, just show
this sms at your nearest
CCD outlet to redeem
your coupon.
Coupon Id : A98476
 Rich Media Downloads

9972040000 FRITO LAYS

CCCN26 Your FREE Bonus
Picture message:

FRITO LAYS CCC Campaign

Codes for FREE content was printed on the inside of a
Lays bag.
Users had to SMS the code to long code 9972040000
Campaign Period – 8 months
Downloads – 1 million +
Campaign : Yahoo
Coming to Mobile Internet Products
 Mobile Internet Advertising Products

Sponsored Search Text link Graphic Graphic + Text

Landing Page - After the click?

Ad : Al to Air –
- What is a Landing Page?
Flight Deals to
Hawaii and Mexic o
www . altoair . co m
 It’s a WAP page for the
advertiser to expand the
message/promotion

- Landing Pages instantly give

advertisers a mobile presence
- Enables user to “convert” via
Click-to-X actions
Mobile Web Landing Pages

What about after the click?

WAP offers Click2 functionality to meet any objective or need for a big idea.

DIRECT RESPONSE BRANDING IDEAS

• Click2Call • Wallpapers • Product info
• Click2Email • Ringtones • Travel info
• Click2SMS • Screensavers • Movie promotion
• Click2Download • Videos • Music promotion
• Finance info
• Sign users

Click2Download content to be provided by client

‘LuckByChance’ Movie Promotion screen shots

LuckByChance
WAP landing page

Banners on Yahoo! & IDEA

WAP properties
Samsung OMNIA
- Smartphone Targeted campaign on Yahoo! INDIA WAP & IDEA FRESH WAP Portal

Nokia N&E

Iphone

Blackberry

* Landing Page provided by advertiser

 Coca-Cola WAP site

No.1 Consumer Brand Portal in the country

www.myenjoyzone.com

Hungama has enabled a WAP portal enabling

consumers to access this experience on their
mobiles

Redemptions, Contest are some of the features

available

The WAP and Web database are in sync for

transactions
McDonald’s Store Locator

Visually depicts a location of a McDonald's

store near you

Gives information of that store along with a

single click to call

Also depicts the menu along with the contents

of the Happy Meal
SBI ATM Locator

Actsas an ATM Locator based on

your network signal

Displays all ATM’s within the signal

radius

Alsogives you directions to the store

on a map
Challenges faced
But still, the industry is optimistic
Why? Because of the excellent statistics for the
Indian market.
How big is mobile marketing in India ?
Top 10 countries ranked by Mobile Internet Traffic
The more the traffic, the more the advertising
around it

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