1. Digital Gratification& Role of New Emerging Technology, Media & IT for Rural Marketing 4th Sept. 2009

3. Prohibitive logistic costs

4. Easy to communicate

5. Requires least education/training

6. Low cost of participation to consumer

7. Low cost per reward in order to have large number of rewards with-in budget leading to maximum participation

8. Absence of options like on ground campaigns, PC, Internet etc.

9. National in nature but local in content

11. Low on Logistic Cost Distribution costs are higher Promotion cost can become prohibitive on logistic costs alone Is there a method of providing reward without physically reaching the end consumer? Can it be effective?

12. Easy Communication Communication required in different language It must be understood easily for participation

13. Least Education & Training Cannot afford to have luxury of typical on ground promotions and campaigns involving promoters, leaflets & demos Simple to execute otherwise will fail

14. Low Cost to Consumer No filling of slogans, forms No despatch to a place for lucky draw/ contest Should finish in seconds

15. Large number of Rewards Have to be small rewards yet attractive Will increase total prizes Will improve participation Will lead to success of promotion

16. Overall Execution Challenges No PC, Internet, On ground promotion National campaign but cannot lose local touch Small rewards yet compelling Instant gratification

17. IMPOSSIBLE !!! I. M. POSSIBLE 

18. The Innovation Item selected for mass market : Mobile Airtime for all Logistic Cost : Cost of an SMS Communication : “Buy More Talk More” Education / Training : Simple SMS Low Cost to Consumer : No expensive Short Code, use Long Code Low Cost to Company: Small Airtime Sachet National in nature but local in content: Airtime and local film content Compelling: For 100% gratification, with-in seconds reward is given

19. The Campaign Scratch Card inside the item Consumer has to send this scratch card to a long-code e.g. 9870 888 888 Max. cost of sms is between Rs 1 to 1.50 per sms (affordability) IT Backend detects mobile number, region & network provider Campaign logic defined (100% gratification or draw or combination) Airtime e-Top-up done from Backend or mobile recharge coupon sent by sms Local Language ringtone sent based on region in some cases Post-paid users given Long Distance Calling Cards

20. The Result Instant Success with campaign Several million participated, long-code was born for low cost sms Max. sms received for any campaign outside reality TV shows One of the world’s first Repeat campaigns 2008 : Coca Cola with “Sprite Kholega To Bolega”, ICI Dulux Paints, Unilever Cornetto Ice cream, Microsoft Live-Id for students 2009 : Unilever Bru Coffee, Axe Deodorant, Hello Colgate & so on…

21. Innovation continues Now long-code specifically reserved for the company exclusively RBI issuing Prepaid Card guidelines opens up gratification in the form of Prepaid Virtual Cards Sun Direct brought DTH recharge to small value of Rs25, opens up new segment for digital gratification relevant to rural areas Prepaid Cash cards can be offered for service fulfilment of “Bill Payments, Rail/Bus Ticketing, shopping and entertainment”

22. How is it done? Oxigen provides: Digital Services (Mobile recharges, TV Recharges , Calling cards, Bollywood content , Games ,etc.) IT Transaction platform for running campaign logic SMS gateway for receiving long-code messages and delivering digital gratification of Airtime, Calling cards & Bolly wood content Also offered OxiCash Prepaid Wallet for payments Customer Care for taking calls on field issues End to end Campaign management & Support

24. Investments from Microsoft Corporation, US & Blue Label Telecom South Africa

25. Electronic delivery and distribution of prepaid and Transaction/ Payment Management Services

26. Seamlessly networked environment through a rapidly expanding retail network of :

27. above 75,000 Oxigen touch points

29. GROCERY STORES

30. SMALL CYBERCAFES

31. STATIONARY SHOPS

33. PETROL PUMPS

34. SUPER MARKETS/MALLS

36. TELECOM SHOPS

39. ENTERTAINMENT

40. DTH/RADIO

41. TRAVEL

42. TRANSPORT

43. ELECTRICITY

44. INSURANCE

45. E-COMMERCE

46. TOLL TAGSServers Online/Offline Consumer Oxigen Server Access Phone Line/Internet/CDMA/GPRS/SMS IVR PoS PC Mobile Retail Devices

47. Services on Oxigen & OxiCash Prepaid Mobile Recharge Domestic & International Calling Cards Non-Telecom Service Partners

48. Oxigen Services The services’ bouquet has a wide range of attractive services from diversified domains like telecom, entertainment, travel, utilities Prepaid Mobile Recharge Vouchers (PIN based and e-top up) – All Operators Telecom Bill Payments International Long Distance Calling Cards Internet and VoIP Cards DTH Service - Tata Sky & Dish TV, Sun TV , Big TV & Airtel Digital Satellite Radio - World Space Movie Ticketing – PVR Railway reserved ticketing Air Ticketing Bus Ticketing Toll Tag Recharge

50. Ring tones

51. Games &Themes

52. Wallpapers

54. SMS Sachet

55. Mail/Messenger

56. Phone Backup

59. Thank you sunil.kulkarni@myoxigen.com