Mobile Marketing in India: Opportunity Analysis and Forecast

Transcription

1 Brochure More information from Mobile Marketing in India: Opportunity Analysis and Forecast Description: Mobile has dramatically changed the way Indians engage in the Internet with profound changes to day-today behavior including networking, shopping, entertainment, commerce etc. One of the changes poised to represent a rather significant Value-added Service (VAS) application is mobile marketing. With the world's third-largest Internet user-base at over 137 million, brands and advertisers can greatly improve their reach by targeting consumers via the mobile channel. The Indian middle class consumer is anticipated to grow to 300 million. With its current 930 million cellular phone users, this represents a considerable addressable market for targeting advertisements, anytime, anywhere within the Indian subcontinent. This research evaluates the Indian mobile marketplace including the impacts of 3G and mobile VAS applications. The report analyzes the unique mobile marketing ecosystem in India with a focus on the major players and a value chain evaluation. The report assesses the competitive advantages and challenges of entering the Indian mobile advertising marketplace. The research also addresses growth drivers and provides case study analysis. The report provides analysis of the potential for marketing within the very important the rural and less affluent demographic, which is a very important segment due to the large population of users in that class. The report provides market projections for various key aspects within mobile marketing including mobile VAS usage and mobile user behaviors. The report concludes with strategic recommendations critical for anyone within the Indian mobile marketing ecosystem. Selected Report Findings: - Mobile Ad Spending will reach INR by % of Mobile Internet User are heavily using Apps to ease their daily lives - 73% of Mobile Subscriber performing multiple function in mobile while they watching TV - 3G subscriber will grow by 30% CAGR in coming 5 years and continue to be important to mobile marketing Target Audience: - Mobile network operators - Mobile marketing companies - Brands and advertising agencies - Media, portals, and online news - Enterprise companies of all types - Application and content providers - Government and regulators in India Contents: 1.0 INTRODUCTION 1.1 DIFFERENCE BETWEEN MOBILE MARKETING AND INTERNET MARKETING 2.0 INDIAN MOBILE MARKETPLACE OVERVIEW 2.1 MOBILE SUBSCRIBER DENSITY 2012 IN INDIA: URBAN VS. RURAL ANALYSIS 2.2 MOBILE MARKET GROWTH DRIVER IN INDIA INDIAN 3G MOBILE MARKET ANALYSIS G OUTLOOK DRIVERS IN INDIA

2 G OUTLOOK ROADBLOCKS IN INDIAN MARKET MOBILE VALUE ADDED SERVICES (MVAS) MARKET ANALYSIS SUCCESS FACTORS FOR 3G IN INDIA 3.0 MOBILE MARKETING PARADIGM AND PREDICTION ON INDIA MARKET 3.1 MESSAGING TYPE 3.2 BROWSER TYPE 3.3 VOICE TYPE - MARKETING USING VOICE LINES/CALLS 3.4 EMERGING TYPE 4.0 CUSTOMIZED MOBILE MARKETING ECOSYSTEM IN INDIA 4.1 ECOSYSTEM AND ECOSYSTEM PLAYER ANALYSIS MULTIPLAYER IN ECOSYSTEM RESPONSIBILITY SHARING BETWEEN OPERATORS & ADVERTISERS REVENUE DISTRIBUTION 4.2 THE VALUE CHAIN ANALYSIS CREATIVE BUILD AGGREGATION, DELIVERY AND MEASUREMENT 5.0 COMPETITIVE BUSINESS ADVANTAGE OF ENTERING IN INDIA MOBILE MARKET 5.1 CONNECT TO YOUR TARGET 5.2 PERSONALIZATION IN NATURE 5.3 MARKET SPEEDINESS 5.4 DISTRIBUTION AND WIDER REACH 5.5 GUARANTEED ROI 5.6 MARKET RESPONSE RATES AND EFFECTIVENESS 5.7 TWO-WAY COMMUNICATION 5.8 MARKET SENSATION 5.9 VIRAL POTENTIAL DUE TO MOBILE POPULATION DENSITY 6.0 EMERGING TRENDS OF INDIA MOBILE MARKET & BUSINESS POTENTIALS 6.1 BOOMING SMARTPHONES 6.2 SHOOT UP IN MOBILE INTERNET USAGE 6.3 MOBILE SOCNET BOOMS 6.4 MOBILE VIDEO CONSUMPTION SKYROCKETS

3 6.5 DIGITAL GRATIFICATION BOOMING 6.6 MCOMMERCE- THE REAL EMERGING MARKET 6.7 REGIONAL APPS MARKET 6.8 SMS AND VOICE WILL TAKE ON THEIR PERMISSIBLE & INNOVATIVE AVATARS 7.0 REAL GROWTH DRIVERS OF INDIAN EMERGING MOBILE MARKET SPACE 7.1 HIGH PENETRATION OF MOBILE PHONES 7.2 CONSUMER ORIENTED BUSINESS MODEL 7.3 USAGE OF VOICE AS A MEDIA FOR MOBILE MARKETING 8.0 INDIAN MOBILE MARKET CHALLENGES 8.1 LACK OF CUSTOMIZATION OF MOBILE ADVERTISEMENTS 8.2 HIGH PENETRATION OF CHEAPER HANDSETS 8.3 LIMITED USAGE OF GPRS/WAP 8.4 DO-NOT-DISTURB REGISTRY AND SPECTRUM REQUIREMENTS 8.5 LIMIT ON SMS 8.6 LACK OF KNOWLEDGE AMONG USERS AND MARKETERS 8.7 LACK OF REGULATIONS FOR MARKETERS 8.8 INCONSISTENCY OF EXECUTION 8.9 MEASUREMENT AND CONVERSION RATES 8.10 NON-AVAILABILITY OF MARKETING DATA 8.11 HIGH DATA CHARGES ON THE INTERNET 9.0 CASE STUDIES ON INDIA MARKET 9.1 SPRITE - A COCA COLA COMPANY & MOBILE2WIN VENDOR CASE ANALYSIS 9.2 DOMINO'S & MOBILE2WIN VENDOR CASE ANALYSIS 9.3 CRICKET NIRVANA MOBILE ADVERTISING WITH MKHOJ SUCCESS CASE ANALYIS 9.4 MOTOROLA'S MOTOZONE USER CASE ANALYSIS 9.5 THUMS UP-THUNDER WHEEL SMS CONTENT SUCCESS STORY ANALYSIS 9.6 REEBOK - JERSEY GIFT CONTEST CASE ANALYSIS 9.7 STANDARD CHARTERED BANK - MOBILE VIRAL SUCCESS CASE ANALYSIS 9.8 BRITANNIA LITTLE HEARTS - MANY CONNECTION CASE SUCESS 9.9 FAIR & LOVELY SCHOLARSHIP & CSR COMPETITION CASE ANALYSIS 10.0 RURAL MOBILE MARKETING APPROACH IN INDIA

4 10.1 BEHTAR ZINDAGI OF HANDYGO TECHNOLOGIES REMARKABLE SUCCESS CASE IN RURAL INDIA DIAL RURAL MARKET FROM YOUR MOBILE MAKING A LONG CALL THINKING OUT-OF-THE-BOX CALL-DROPS 10.2 IVR VS. SMS: EFFECTIVE MODES OF COMMUNICATION IN RURAL MARKET 11.0 INDIA MOBILE MARKET PROJECTIONS MOBILE AD SPENDING VAS USAGE STATISTICS 2012 FOR RURAL INDIA 11.3 OVERALL INDIA MOBILE INDUSTRY PREDICTION INDIAN MOBILE USER BEHAVIORAL STATISTICS TASK PERFORMED WITH MOBILE: STATISTICS ON INDIAN USER USAGE OF MOBILE WHILE PERFORMING OTHER TASK BY INDIAN USER MALE VS. FEMALE SMARTPHONE HABITS OF INDIAN MOBILE USER 2012 STATISTICS 12.0 STRATEGIC RECOMMENDATIONS FOR ECO-SYSTEM MARKET PLAYER TO GRAB MOBILE MARKETING OPPORTUNITIES IN INDIA 12.1 BEST PRACTICES WHAT'S YOUR STRATEGY? REMEMBER THE BASICS - TARGETED AND VALUABLE WHERE ARE THE BOUNDARIES? TREAT IT AS A UNIQUE MEDIUM ASK FOR AND OBTAIN CONSENT PROVIDE NOTICE KEEP IT SECURE KNOW THE DO'S AND DON'TS OF VIRAL MESSAGING SEEK THE ADVICE OF INDIAN LEGAL COUNSEL BUT BEFORE JUMPING INTO MOBILE MARKETING ENDEAVORS, IT MAY BE HELPFUL TO CONSIDER SOME BASIC QUESTIONS: ACCEPTED GUIDELINES TO FOLLOW: STEPS TO FOLLOW 12.2 PERFORMANCE MEASUREMENT MOBILE-SPECIFIC METRICS ESSENTIAL BUSINESS PROCESSES

5 KEY TAKEAWAYS 12.3 FUTURE TRENDS INTELLIGENT AGENTS: FUTURE OF INTELLIGENT AGENTS COMPUTATIONAL MODELS OF EMOTION MOOD READER PROPOSED SOLUTION DESCRIPTION OF PRODUCT HOW THE APPLICATION WORKS USER'S PROFILE MOOD READER LOCATION DETECTOR ACTIVITY GENERATOR CRITICAL SUCCESS FACTOR 12.5 A SNEAK PEEK INTO THE FUTURE ONE NORMAL DAY IN THE FUTURE List of Figures Figure 1: Total vs. Urban vs. Rural Mobile Subscribers in India: April & May 2012 (Copyright: Telecom Regulatory Authority of India) Figure 2: Urban vs. Rural Mobile Teledensity Change % in India: April vs. May 2012 (Copyright: Telecom Regulatory Authority of India) Figure 3: Sprite Contest Screenshot (Copyright: Coca-Cola) Figure 4: Dominos Pizza Coupon User Interface (Copyright: Domino) Figure 5: Thunder Wheel User Interface Screenshot (copyright: Coca-Cola) Figure 6: Nokia Mobile Interface for Reebok Jersey Claim (copyright: Reebok) Figure 7: Standard Chartered Bank WOW Campaign Promotion (copyright: SCB) Figure 8: Little Hearts Promotion on MTV India (copyright: Britannia) Figure 9: Special Pack Screenshot (copyright: Britannia) Figure 10: Nokia Screenshot of Fair & Lovely Scholarship CSR Competition (copyright: Fair & Lovely) Figure 11: Mobile Ad Spending Projection in India Ordering: Order Online -

6 Order by Fax - using the form below Order by Post - print the order form below and send to Research and Markets, Guinness Centre, Taylors Lane, Dublin 8, Ireland.

7 Page 1 of 2 Fax Order Form To place an order via fax simply print this form, fill in the information below and fax the completed form to (from USA) or (from Rest of World). If you have any questions please visit Order Information Please verify that the product information is correct and select the format(s) you require. Product Name: Mobile Marketing in India: Opportunity Analysis and Forecast Web Address: Office Code: Product Formats Please select the product formats and quantity you require: SC Electronic (PDF) - Single User: Electronic (PDF) - Site License: Electronic (PDF) Users: Quantity USD 995 USD 2995 USD 1865 Contact Information Please enter all the information below in BLOCK CAPITALS Title: Mr Mrs Dr Miss Ms Prof First Name: Last Name: Address: * Job Title: Organisation: Address: City: Postal / Zip Code: Country: Phone Number: Fax Number: * Please refrain from using free accounts when ordering (e.g. Yahoo, Hotmail, AOL)

8 Page 2 of 2 Payment Information Please indicate the payment method you would like to use by selecting the appropriate box. Pay by credit card: You will receive an with a link to a secure webpage to enter your credit card details. Pay by check: Please post the check, accompanied by this form, to: Research and Markets, Guinness Center, Taylors Lane, Dublin 8, Ireland. Pay by wire transfer: Please transfer funds to: Account number Sort code Swift code IBAN number Bank Address ULSBIE2D IE78ULSB Ulster Bank, Main Street, Blackrock, Co. Dublin, Ireland. If you have a Marketing Code please enter it below: Marketing Code: Please note that by ordering from Research and Markets you are agreeing to our Terms and Conditions at Please fax this form to: (646) or (646) From USA or From Rest of World