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MOBILE MARKETING TRENDS IN INDIA STRATEGIC MARKETING SUMMIT MAY 2012

MOBILE MARKETING TRENDS IN INDIA STRATEGIC MARKETING SUMMIT MAY 2012. Mobile internet likely to surpass PC access in 2012. Mobile offers wide reach coupled with high engagement. Mobile is the only medium to provide on the go access to a consumer. Evaluating Customer Touch Points. Mobile.

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MOBILE MARKETING TRENDS IN INDIA STRATEGIC MARKETING SUMMIT MAY 2012

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  1. MOBILE MARKETING TRENDS IN INDIA STRATEGIC MARKETING SUMMIT MAY 2012

  2. Mobile internet likely to surpass PC access in 2012 • Mobile offers wide reach coupled with high engagement • Mobile is the only medium to provide on the go access to a consumer Evaluating Customer Touch Points Mobile Television Internet via PC Data Source: FICCI-KPCG Media & Ent Industry Report 2012; Indian Digital Summit 2012 Press Release

  3. Mobile Trends | Effective Targeting Mobile Usage Mobile data Service Music, App Download Interactive Services M Banking M Commerce E Mail SMS Mobile Short Codes Banner Adverts Mobile Applications QR Codes Smartphone (BB, iPhone) Professionals, Youth Moderate Mobile Handset Users (Nokia Asha, Samsung Champ etc) Professionals, Youth, Homemakers SMS Mobile Short Codes Banner Adverts Mobile Applications Entertainment Reservations Checking Promotions Basic Mobile Handset (Nokia 100, Samsung Guru etc) Youth, Homemakers, Rural Users SMS Mobile Short Codes Local Entertainment Horoscopes, Jokes, Tips Games, Contests

  4. The Mobile Marketing Mix | Awareness to Fulfillment 1. TRIGGER Launch of Promotion on Mobile Medium via Apps, Browser, SMS 5. PAY Action taken to make Payment against the product/service purchase via mobile payment options like Interbank Mobile Payment Service, Mobile Banking and Mobile Wallets 2. INFORM Information dissemination regarding Product/Service via SMS, Banners, Apps etc 4. CHOOSE Selection of Products/Services on M Commerce platform to make final choice of purchase and mode of payment 3. CONSIDER & EXPERIENCE Imagery of Product or details of service proposed elaborated along with trial versions or demo for extended user experience

  5. The Chemistry of Mobile Marketing INFORM PAY CHOOSE CONSIDER & EXPERIENCE TRIGGER 3 1 2 5 4 ON-THE-GO WIDE REACH WEB CONNECTIVITY FULFILLMENT MECHANISM + + +

  6. Mobile Payment Mechanisms US: Mobile banking apps offered by banks Japan: Interoperability planned between contact-less payment platforms UK: Interoperable mobile wallet to be launched by telcos US: Contact-less payments using NFC* & Mobile wallets like Google Wallet IMPS – an inter-bank mobile payment system enabling 24x7 fund transfers using the mobile – India is the first country to have this infrastructure – 242 mn IDs issued Mobile banking applications by various banks that allow users to access a/c information & initiate funds transfers | Active Users on mobile banking - ~ 2.5 mn Mobile Walletslike Airtel Money & Oxicash which allow users to store money in their mobile account & pay merchants Africa: Standalone infrastructure such as m-Pesa in Kenya S. Korea: Chip-based applications like Bank ON & MBank Regulatory push for mobile payments Removal of transaction caps on mobile banking | Creation of the IMPS infrastructure | Entry to non-bank entities into mobile payments * Near Field Communication Data Source: NPCI, IAMAI

  7. FMCG RETAIL INSURANCE eCOMMERCE ENTERTAINMENT MUTUAL FUNDS Widespread Applicability of Mobile Marketing Why Mobile Marketing? WIDE REACH & CONVENIENCE DELIVER THE RIGHT MESSAGE TO THE RIGHT AUDIENCE ON-THE-GO CONNECTIVITY TO THE CONSUMER ABILITY TO COLLECT PAYMENTS THROUGH MOBILE PAYMENT INFRASTRUCTURE

  8. Thank You

  9. Resources • FICCI-KPCG Media & Entertainment Industry Report 2012 • Indian Digital Summit 2012 Press Release • Telecom Regulatory Authority of India • National Payments Council of India (NPCI) • Internet and Mobile Association of India (IAMAI) • Mobile Landscape in India Today – A report by Mindshare

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