The document proposes a mobile app called "Cinephile" that would allow users in India to engage with movies through features like booking tickets, viewing trailers, getting movie news and reviews, and coordinating meetups with friends. It presents market research on the growth of mobile internet usage in India and outlines the key sections and functionality the app would offer users. The target customer profile focuses on movie enthusiasts and early tech adopters in urban areas of India.

2. Executive Summary
Address to the opportunity that the growth of bollywood, Internet user base and the rapidly
increasing mobile internet subscribers in India.
Travel Social media Dining Gaming Lifestyle
An app that engages the users by providing travel, movies, friends, places of
interest, merchandize, lifestyle and every other related thing hence filling the
gap. Presents
App name –”CINEPHILE”- Meaning- ”A film or movie enthusiast” The name is chosen so because
it represents what the app does since Abstract brand creation on the app store is hard we have tried to stick
to something that clearly describes what the app does so people find it as they look for a solution to that
problem.
App icon – Most of the users download an app because they are attracted just by the icon , the icon of CinePhile is
so designed to stand out.
App description –The first lines are critical, the distinctive features like SOS , plan a meet, along with the obvious
features like Book tickets ,offers, some key sound bites from reviewers will be shown to make this app unique
Keywords – The app description and metadata will use key words that would help people would use to find your
app.
Screen shots –The description will showcase what makes your app unique and our quality artwork.

3. SURVEY INSIGHTS
Secondary Research Primary Research
Industry data, market analysis, similar apps. We conducted a survey to know about
The movie was a consumer needs with movies and mobile.
turnoff, I want to
Sample was 200 MBA students of age group
I want to hangout nearby
I want to buy 24-30.
purchase Salman’s Glares
classic DVDs from Dabangg I want to
easily book
tickets
I want to give the
director a piece I would like to sell my
of advice spare tickets
I forget which
movies I wanted I want to ask
to watch my friends to
a movie
I want to know
gossips about
the movie
I want to get the
feedback about a
theater
I want to listen
to new songs I want to be
updated about the
latest releases

4. Mobile Internet Usage in India
India’s smartphone user population is growing exponentially says
a new survey by Nielsen Informate Mobile Insights.
The Growing Numbers- There are already
27 million-plus smartphone users in urban
India. Users living a dual life nowadays
Digital Life Physical Life Our App
Offerings
While people across all age groups are purchasing
smartphones, users below the age of 25 (Gen Y) have been
quicker to adopt them, compared to those aged above 25 Our Ideal
(Gen X). This is evident from the fact that 11 per cent of all Customer
Gen Y users in urban India own smartphones but only 6 per
cent of all Gen X users own them, according to a survey by
Nielsen Informate Mobile Insights.

5. OPPORTUNITIES GALORE
Projected Growth Opportunity vs. Maturity
 29 Billion apps downloaded in 2011, with Android share of
44% to Apple’s 31%
 Cost/MB set to fall from Rs.1 to Rs. 0.5, Average usage set
to increase from 1041 MB to 3391 MB*
 Apps industry growing at 22.6%, projected to cross Rs 1.8
Billion in 2012.
 There are 200 million mobile video playbacks every day on
YouTube
 Over 230 million users have a ticket delivered or buy a
ticket with their phones
 PayPal expects to see $7 billion in mobile payment volume
in 2012
 Mobile ad revenue increased 1.5X to $1.6 billion in 2011
App Charging Trends
 919.2M subscriber in India, out of which 39M 3G users
 Third-fastest growing mobile app market in the world
 56% of Smartphone owners access Mobile Internet multiple
times a day
 App market is expected to rise $227 billion, which is 22.6
percent higher than the previous year
 High number of Paid Apps in Apple and Nokia, whereas Android
Market is dominated by Ad-Supported Free or Freemium Apps

6. INTRODUCING CINEPHILE
THE MOVIE
The users can View trailers of latest releases, once downloaded, the trailer gets
embedded into the app, fans can watch anytime without the need of internet or
data connectivity
SOCIAL MEDIA INTEGRATION
Seamless integration with Facebook , twitter , email and other social media so
that users can spread the buzz about the app and their experience, about the
movie , or the theatre, or any offers or interesting gossip about the movie
FRIENDS FEED
Streaming of real time friends activity and chat from across the web and among
friends so that users can know more about the movie
Engaging the fans
We can add games surveys and reviews , the ability to plan a movie outing with
friends and ability to add experience of a theatre as a story , give a suggestion to
the director, will keep the fans and users engaged thus helping create the buzz
Event and location
Analytics
Updates on current viewers of the movie, how many times has the trailer been
played, what are fans speaking about the movie, what do users like in a theatre, Users will be kept up to date with
what offers are preferred by users, the analytics will be a source of revenue. event info like screening/show
timings, appearances. Maps of
Ads, Sponsorships theatre and nearby areas of
Every page on the app has a placeholder for advertisements , we can tie up with interests, ability to purchase
Google ads, Facebook ads and iAds to generate revenue tickets online.

7. HOME HOME
SCREEN
Profile Picture
The profile picture will be automatically updated from the users
Latest preferred mode of login like Facebook or Gmail, alternatively user
Releas can also upload a picture of his choice.
es
Latest Releases
This section is dynamic with the artwork of latest releases and
recently viewed movies and other classics and movies based on
THEA
TRE
user preferences are shown , user can click, and details of the
movie along with other options will display
Theatres
This button will take the user to view the details of nearby
PVR1 theatres determined based on user location
Mirchi top 20
This button will display the users the list of trending Bollywood numbers.
SOS Friends Feed
Users can check out what their friends feel about movies and related
fashion , if they are planning a movie get together, what was their
experience of a theatre etc
Plan a
Meet Search
Users can search movies , theatres , friends , songs etc
Runs across Platforms
Search
News

8. HOME  Latest Releases
HOME
Book DVD
Movie Details Users can buy movies ,
Gives Details about the this can be a DVD Merchandize
Latest movie like Director, delivered at home Movie List Users can buy
Releases address or online Swipe to Browse
Writer, Stars etc merchandize like T-shirts
streaming through the movies
, Jewellery Glares etc as
a style statement
THEA
TRES Theatres
Get a list of “Theatres
running the movie” Write Review
using Google Maps Movie List Share your views about
the movie to help
PVR1 friends.
Tell a Friend
Tell a friend about the
SOS new release,
Plan watching with a Downloads
friend Download Movie
Goof-ups Songs, Clips, Stills
Enjoy watching, reading Watch Trailer ,trailers & Wallpapers
Plan a ,writing about the goof Watch HD Movie Trailers,
Meet ups in the movies Teasers, Promotional
Interviews
Integration with An existing
Search
News

9. Home  Latest Releases Theatres
HOME
Your Location
 Users will be shown the address of their current location .
Latest
Releas
es
Click to change location
 If the location shown is not accurate users can change
their location using this link.
Theaters
Theatres Nearby
 This section will display the user the list of near around
theatres.
PVR1
PVR1
 Here we are showing an example of how a theatre details will be
SOS shown, users can switch the tabs on the left to view the details of
other theatres.
 The initial Details of PVR1 like address, current movie s running and
the rating of the theatre will be seen
 Similar details will be available when a user click on other theaters
Plan a like Waves, Inox
Meet
Click to view more details
 This feature will give more details about the theatre which are
Search
explained on next slide
News

10. HOME
Home  Latest Releases Theatres Details
Address
 Users can view the address of the theatre
Latest
Releas Reviews
es
 Users can read ,write reviews about the theatre
Nearby
THEA  This tab will give the details of outlets, places of interest around the
TRE
selected theatre. For e.g.. Food hubs, shopping mall, bars etc
Click for offers
 This feature will update users about the offers, if any, going in the
PVR 1 outlets. For e.g.. 20% off in Pantaloon till 10 Nov 2012
More
 Clicking on this will help a user find the location of an outlet and also
the direction to reach that outlet.
SOS
More below Pantaloon
 This feature will tell about the more stores available around the
theatre.
Plan a
Meet Book a ticket
 Users can select any movie running in the theatre, the show time,
Number of seats , Date and book their tickets.
Search Write a Review
News
 Through this tab, a user can give reviews about the movie

11. S.O.S
HOME
How many times has it happened that one of
you friend drops out of the movie ?
Latest What to do of that extra ticket
Releas Hey one of my friends is
es not coming for the movie.
What if this information can be
Can you help me officially
shared with thousand users?
sell the extra ticket?
THEA
TRE
Send a
PVR1
Buyer asks : If all the tickets to the show are sold off,
the user can raise a “Help Me Buy” request
SOS
Seller Comes In : Selects ticket ID/Seat No. of the
extra ticket booked using CinePhile/BookMyShow
Raises a “Help Me Sell” request
Plan a
Meet Match buyer to seller : CinePhile broadcasts a
“Ticket available” message to buyers based on their
requested quantity, timestamps and location
Transaction Processing : On buyer payment, seller
Home is refunded 70% of ticket price. New ticket id is generated
for the sold ticket and passed on to the buyer

12. Home  My account SOS  Sell
HOME
Sell a Ticket
 This feature enables a user to sell his extra tickets up to 1
Latest hour before the show time.
Releas
es Ticket ID
 User selects the Ticket ID he wishes to sell, if its an eligible
show
THEA
TRE Enter No. of Seats
 Enter No. of Tickets that you wish to sell
Select Seat No.
PVR1
 User can select the seat no. from the drop down that he
wants to sell, this is dynamic based on the selected number
of seats in the above field
Details
SOS
 This field gets automatically populated it Summarizes the Show
Timings, Theatre , movie name etc.
Confirm
Plan a
Meet  Upon agree to the terms and conditions, user can they raise
Alert
the sell ticket request XX Tickets Available.
Book Now?
Alert for Buyer
Home  Other users will get an alert for buying tickets, this alert will
Yes No
be based on location aware intelligence like within the city in
which the theatre is

13. Friends feed  Plan Meet
HOME
Plan
Latest  This tab will allow a user to plan a movie with his friends..
Releas  User will send request to friends by choosing a theatre ,a movie, a
es date and show time
Select Friends
THEA  Users can select the list of friends from his entire friend list to
TRE
send request for the movie.
Status
PVR1  This tab will inform the user which friend have responded
favorably or refused , this will help the user book the exact
number of tickets, transport etc.
Book
SOS
 In this tab the user will just have to select the number of seats
, other details like the Theatre , Movie, show time and date will
automatically get populated and user at the click of a button can
book the movie ticket.
Plan a
Meet Alert me if seats are filling fast
Alert
only xx seats are left for
 This tab will update the user with real time status about the your planned movie on
available seats of the planned theatre , in case the seats are filling date xx/xx/xxxx?
Home
very fast or if very few seats are left the user will get alert Yes No

14. Home  Search
HOME
Search Page allows the user to search regional movies , movies by
Name, stars, Director, Writer , Producer, Year of release etc
Latest The results will display the best possible match , the theatres running
Releas the movie , the option of purchasing the DVD, the related merchandise
es
sale , watching trailers option, booking tickets , available tickets from
SOS , if friends are planning to go for that movie etc
THEA
TRE
Home  News
PVR1
SOS
This section will provide the users updates about the Bollywood industry
Gives users more news
Plan a
Meet Users can post their views about the news on Facebook.
Users can tweet their views .
Users can download the article or related pictures .
Search
News Users can read more about the featured star , download
wallpapers ,know about the movies etc .

15. Target CUSTOMER PROFILE
Tier 3
 Primary target – Tech Broad Audience
Evangelists/Experimental adopters
Tier 2
LADDER OF  Deeply involved educated consumer
Mid Target Audience
 Maximum contributor to ROI
 Drives adoption across other
Market segments Tier 1
 Marketing efforts include website Ideal Customer
Segments content , app reviews, direct email, “Sales Revenue”
sms, marketing partners, Facebook
page.
T1
Tech “Lead Generation”
Evangelists “Brand Awareness”
T2
Secondary Target – Impulse buyers
Impulse Buyers  Entertainment Enthusiasts
 Movie lovers
Experimental Parents who are added as Tertiary Target – Just Audience
T1 adopters  Friends in Facebook and want to  Old retired people
keep up with recent technology.  Who are time fencers and do not
want to use new technology-smart
T2 Pragmatic phones
Purchases  Marketing efforts should not be much
Identify the Ideal customer- are those who really  Newer and less tech savvy people
T3 trust what you do, who really value what you from rural areas
Green Buyers do, who really look to your specific expertise in
order to bring the results they want
T3Disengaged Compelling Reason to Buy – The target customers motivation to buy is that we are offering
entertainment and convenience at the push of a button.
Functionalists
Tertiary Target- users will start adopting once the product rage catches on

16. PRE-LAUNCH PROMOTION
AIM To understand our customer and the place he can be found
ACTIVITIES  Highlight features in communication
 Increase visibility
CHANNELS Public relations
Local media Coverage in Tier 1 & 2 cities
Use graphics & screenshots focusing on Features & Added User Value of App during its launch
 Get Social
 Launch a website whose quality will give idea to people on what quality to expect from CinePhile
 Interactive Facebook page of CinePhile, focusing on its features
 Twitter stream with regular updates
 Movie related Discussion forums like “www.talk-movies.com”
Information Ads
Daily Motion embed on news links like the Tech section of TOI, lifestyle magazines
Demo video on YouTube
Teasers on Banners & YouTube Ads. For ex: Is your ‘Talaash’ for a complete app still on? Click Here or Hover Here
 Hype building
 Displays : Posters in public places like cinema, malls, metros etc.
 Radio Promotion for continuous reminders of the launch via talk shows
Direct Marketing: Embedded info on features in Book-my-show ticket confirmation
TIMELINE  Initial 2-3 months

17. POST-LAUNCH PROMOTION
Effective app advertising requires three key areas of focus
I. Brand How CRM can help grow our business
Customers will connect with
CINIPHILE, by identifying the
name, logo, slogan or design of the
company “Direct i”
Information
Building a brand will consist of 2 elements Technology Marketing
Innovation Orientation
# Reach out to your traditional brand followers to let them know
you now have a presence as an app
# Create a personality around our app’s brand and introduce it, for
the very first time, to many people who have never heard of you Sales
Keep Customers Up-To-Date For Top-Of-Mind Awareness
With the Apps flooding in market on hour basis,it is imperative that
it is our brand that has top-of-mind awareness. New offers &
Grab a first move advantage when IAMAI will host the first regular upadtes can support this.
“Appfest” in India this december
Sell value, not an App:: Up-Sell Every customer has the potential to bring 100 other
CINIPHILE – A third place after your home & office where you customers. CRM help to identify such customers and hence, grab
watch, share & experience the opportunity to increase our sales.
Maintain communication stream Enhance Customer Experience
Blogger & Influencer Engagement Programs ,Social Networks.
Timed Tweets, Updates, News Feeds, E-mails
Establish touch points of customers Quick response to queries raised by our users

18. POST-LAUNCH PROMOTION
Effective app advertising requires three key areas of focus
II. BUZZ
Uses my product Expert Hub: Helps
Trend Setter Someone who
for the first time to convey value
writes blogs
and image of brand Two different
sets of people
Trend Spreader Spreads across Someone who
has 1000+ Social Hub: helps
media
friends on to get numbers
Facebook
Viral Marketing Seed marketing Stealth marketing
Cinephile is a one The person will send
By planting seeds of
stop shop friend request to
awareness among
entertainment targeted customer. He
targeted audience,
package, that is free is a ‘hired’ friend who
We will be able to
and that could be will plant marketing
reap the reward of
accessed anywhere. message of our app
followers, loyalists &
This shop will spread Ad in customer’s
customers
like a fire news feed

19. POST-LAUNCH PROMOTION
Effective app advertising requires three key areas of focus
III. BALANCED OPPORTUNITY
Testing Give ad on
Target volunteer Beta bookmyshow.com,
Tester or incentivize fashionandyou.com etc.
internet nerds to get & other movie and
feedback shopping sites
Free App
download
Ads1 on Apps On the spot
Give Ad of CinePhile on Organize a stage event in
apps where our target major malls in metros.
customer engages in their Break- Display the app
free time. Ex. weather through functionality on big
forecast screen. Give free Wi-Fi in
features
around 50 m radius with
Ads2-:Distribute free pop- the constraint to
corn covers (with download our app the
CinePhile printed on) to Family first thing.
food vendors in theaters. App
Other directi products like
“talk to” can also be First time:-Give 10% off
promoted with our app incentive of 10% off on parking
Total
parking for the latest
Ads3:-Set a small corner Entertain release movie, in return
shop during any events in ment of downloading our app.
college campus and in solution This will drag customers
regional Film festivals, to to our app. Then the app
Switch on Wi-Fi to spread awareness about function will hold their
Download our app. Set up free Wi-Fi. interest

20. MARKETING INITIATIVE
 Word-of-mouth recommendations from friends, websites etc.
GO VIRAL
 Rewards-for-recommendation
 Make sharing the app itself dead simple: have a way to share via
SMS, Twitter, Facebook, email
 Post your app video on Facebook and twitter. Things spread like wildfire on social networks.
 Distribute Promo codes for sharing the app with friends.
Get Reviewed
RATING
Can implement this
• Get featured on app Encourage users request after they’ve
review sites like ‘Mashable’ to rate the app used the app a few
• Reach out to authors/journalists and pitch them the
app
times
We will do Organic Marketing for the app promotion as in today’s internet world, charging for an app is like burning our own house
Partnership Web Landing Web
Tie-up with To fill the gap Marketing Update the
websites like of "non- Lots of blogs app & its
70mm.com, bo rich, very allow guest website by
okmyshow.co limited" posts. implementing
m etc. to give experience in Write a suggestions
premium detail page on blog, given by users
service to app, webpage testimonial
customers should look its about app
opposite

21. MARKETING INITIATIVE
Post launch Scream for a
Optimization
Movie
* Detailed press release
distribution
* Visibility tracking via • Allows user to shout out if they like the
click-count analysis movie by click of a button. Like in
* Suggestions for upgrades instances when they like any Item
based on feedback
number or action sequence.
*Publish winning user of
events. Ex. Quiz on • Promotes both theatre and movie.
Facebook • Creates a sense of togetherness among
app users.
Highlight customer experiences through various media channels
Engaging customers Distribution Channels
* Running contests - • App stores like Google play, Nokia’s Ovi Store
Submit ideas/scripts for • Apps pre-installed on low range handsets
movie on Facebook
* Engagement programs-
such as Micromax, Spice
Launch Quiz on Facebook • Free download from Facebook page, website
• Easy download in stage events in malls in
Customized ads metros, college campus CCD cafes
• Free download in college campus, CCDs by
* Highlight unique features availing permissions from them respectively.
of our app like SOS,
* Print media special focus • Embed a Mobile web version of CinePhile for
on added attraction customers who don’t have smart phones

22. LAUNCH PLAN & REVENUE MODELS
Pre-launch on all platforms through Campus Kiosks, Mall Kiosks and QR code
Test based Ads
Launch
Initially roll-out in Apple marketplace to get niche users who will be early
Roll-
Launch out adopters, followed by release in Google Play
Plan National
Launch Leverage the success in the earlier roll-out, and launch nationwide on all
platforms – Symbian, Windows Mobile, Java, PalmOS, Blackberry
Ad-supported app – Using Sources of Revenue
Ad Networks like Google
AdMob/InMobi/Facebook
Buy DVD’s/Online streaming of
Ads
Movies, clips in association with T-
series, Hungama and Moser-baer
Location based sponsored
links for promotion of Revenue from Promotion of
theatres, hangouts like Merchandizing partners like
malls, pubs, restaurants & SeventyMM
retailers
Selling of market research data to big
Incremental revenues
retailers and other partners to help
through Cross promotion of
them realize market potential through
other Directi products like
CinePhile
bigrock.com, talk.to
Revenue sharing with Social Media revenue Collaborating with
BookMyShow for model using Virtual Production Houses for
Movie Ticketing currency showing new movie
trailers and songs

23. REVENUE MODEL – Ad SUPPORT
Ad Based Revenue Share Why use ads?
Why not a
paid app? How will these
ads get me
• 73% of apps in the Android marketplace are free money ?
• 80% rely on advertising as their main business
model
• Just 20% of paid apps are downloaded more than
100 times
• Select publisher – Location based, User preference
• Only 0.2% of paid apps are downloaded more than
based Ad services
10,000 times
• Example: InMobi, AdMob, BuzzCity, Millenial Media
• 20% of free apps get 10,000 or more downloads
• Average ad displayed monthly for each provider -
• 45 percent of consumers (especially younger
50.4 Billion
people) noticed mobile advertising and of these, 29
• Average Geographical coverage – 23%
percent responded to it
• Price charged - $0.02 - $1.00
• Backflip Studios is now earning more than $100,000
• Revenue sharing – 60% to App Developer
a month with AdMob

24. REVENUE MODEL – SOCIAL MEDIA
10
Likes
Virtual
Money
3 1 Virtual 5 re- Merchandise
Shares Rupee tweets / Tickets /
Discounts
Real
3 Money
trailer
views
• Leverage tie-ups with Production and Music Houses, offer to run paid promotion of
their movies through content-sharing via social media.
• Using Market Research, obtain the incremental profits earned by the Production
houses from Content-sharing
• After negotiating a share in this incremental profits with the production house, pass on a
share to the user. [For every Rs.10 of business, Re.1 is shared back with the user]
• This virtual currency will be redeemable against movie-ticketing, movie-purchasing and
Merchandize, similar to the reward-points system in Credit/Debit cards
• Categorize members into Silver, Gold and Platinum, based on RFM analysis
• Leverage relationship with BookMyShow and Other partners, to offer discounts to
members
• Members can use the virtual currency as part-payment for purchase from
partners, Redeeming them at 50%, 65%, 80% of currency value based on Membership
status

25. References
• http://promoteyourbusiness.thomasnet.com/industrial-marketer/3-easy-steps-to-target-more-customers.html
• http://www.intomobile.com/2012/05/03/survey-most-developers-not-making-money-apps-spend-0-marketing/
• http://www.livemint.com/Companies/5FPH2QLJX214LIzp8C5HdN/Smartphone-usage-on-the-upswing-in-urban-
India.html
• http://techcircle.vccircle.com/500/gen-y-spends-more-than-3-hours-on-smartphones-every-day-what-does-gen-x-
prefer/
• http://www.trai.gov.in/’
• http://www.portioresearch.com/en/reports/current-portfolio/mobile-data-usage-trends-2011-2015.aspx
• http://www.abiresearch.com/press/android-overtakes-apple-with-44-worldwide-share-of
• http://blog.jian.com/how-crm-and-email-marketing-can-help-grow-your-small-business/
• http://mobile.tutsplus.com/articles/marketing/10-free-ways-to-market-your-app/
• http://momswithapps.com/2012/02/27/five-free-ways-to-market-your-app/
• http://mashable.com/2012/01/20/advertise-app/