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Mobile marketing   one97 offerings v2
About One97

10+ years in business – India’s largest
deployed telecom applications, platforms
company

Funded by Intel Capital, SVB Financial
services & SAIF partners

Team strength of 950+ across Delhi,
Mumbai, Chennai, Kolkata & Bangalore
w/International presence in Nigeria, Dubai
& South Africa

20 Global operators & 50 Enterprise
customers

Fastest growing company- Company of
the year 2010, Best digital innovation 2010

   300 million+ unique users and 5 billion+ voice calls per month
                        on One97 platform
Operator
Enterprise customers
                       customers
                                   Client portfolio
What can we do for you?


 We

 •   Create mobile presence for your brand
 •   Engage your hard to reach target audience
 •   Strengthen customer loyalty & retention
 •   Craft mobile promotions and campaigns gratifying users
 •   Enable your customers to pay on web or phone
 •   Execute Mobile Campaigns
Case Study: Customer Engagement

      Buy a Maggi sauce, Dial: xxxxxx
       Listen to Javed Jaffery’s jokes, participate & share your joke, subscribe
      to jokes weekly or monthly on phone

      3.5 million successful calls received in 90 days
      0.2mn joke subscriptions
      Engagement time on call 30-35sec (listen to jokes)




 1. TV/Radio/POS or 2. Buy Maggi >> 3. Dial >> 4. Listen, share & subscribe to jokes >>
 5. Win prizes (Photo on bottle)
Case Study: IVR based cricket contest for Ranbaxy
             Revital 1-800 102 5353

 Campaign is LIVE

 The objective is to make users play a cricket
 contest and also subscribe to cricket alerts

 Users can also speak to Revital experts
 (CCE) for details on various health products.
 I n case the expert line is busy, then the
 user is prompted for a an auto call with
 relevant information

 The contest is updated every third day and
 5 winners are gratified with exciting prizes
 every three days

 This is promoted through digital banners,
 emailers, mass media and radio ads

 Since Feb 12th we have received 200,000
         calls with participation
                                                 Source: One97 internal data, 2010
Case Study: Instant gratification


Horlicks growth program

A great initiative for parents with young children
who want to keep a tab on the measurement of
their kids’ growth. Junior Horlicks brings Growth
Assessment Program and 2 stage Junior Horlicks

Parents need to call the toll-free number 1800-
103-2227 (which is being managed by One97) to
approach the nearest growth Assessment Center

Junior Horlicks is promoting this though painting
competition as part of their Annual Prodigy
Program in 500 schools across the country.     Campaign: Drink pepsi & win instant gratification
                                               of mobile top up worth Rs.30. User opens the cap
                                               and finds a code under the crown. He has to just
                                               SMS the code to a #### or dial a number and enter
                                               the code and he gets a mobile top up plus other
                                               gifts as well



                                                                         Source: One97 internal data, 2010
Case Study: Rural marketing




            Product awareness on voice
            People dial a toll free number. Voice will be
            customized in their language giving information on
            Products and benefits

            Users can record their voice, enter set of phone
            Numbers and send voice broadcast acting as viral

            Voice broadcast to rural user database giving product
            information- information dissemination

            Group sharing on phone (Maha panchayat on phone)
            200-3000+ people can dial into a number and listen
            to message or information to be shared at once



                                           Source: One97 internal data, 2010
Case Study: Awareness & engagement

Horlicks growth program

A great initiative for parents with young children
who want to keep a tab on the measurement of
their kids’ growth. Junior Horlicks brings Growth
Assessment Program and 2 stage Junior Horlicks

Parents need to call the toll-free number 1800-
103-2227 (which is being managed by One97) to
approach the nearest growth Assessment Center

Junior Horlicks is promoting this though painting
competition as part of their Annual Prodigy
Program in 500 schools across the country.




                                                     Source: One97 internal data, 2010
Case Study: GM Motors


 Spark Campaign
 One97 provided this solution for promoting
 GM product - SPARK. Around the
 launch of this car a teaser campaign on
 SMS that would create curiosity amongst
 the TG was run. In addition to this, they
 also required the use of our SMS short
 code 53030 for this car to generate leads
 out of their mainstream media promotions.

 SMS backed by voice used as a teaser for the
 launch. It had a quiz. Depending on the answer
 users would be chosen in the lucky winners list

 After the launch the SMS channel was used to
 generate test drive leads



  15,000 user requests within a week
Case Study: Fanta Fun Masti contest

Fanta masti campaign - LIVE
Objective is to generate interest among audience
in Rajasthan and engage them with the brand.
Users have to share their funny events based on a
topic given by the voice portal

Fanta advertises the toll free number 1-800-103-
8888 across radio, print & local ad spots in
Rajastan & nearby towns

User dials-in the number, selects his language,
enters into contest

         40% user participation
Case Study: Colgate

Dealer Reach
The       objective is to provide a voice
application/broadcast in 7 different languages to
all dealers of Colgate to engage them

a.    Products
b.    Loyalty points/schemes
c.    Redemption/Gratification




     In 2 months Colgate reached 2.5L
                 dealers
Case Study: Phone a feedback

                   Nokia Feedback Program

                   Mobile Outdial Voice Application

                   Feedback on Customer Care

                   Ongoing since: Early 2008

                   Every day the data automatically hits One97
                   server from Nokia Customer Care Centers. On
                   the subsequent mornings, automatic calls are
                   generated to gather the feedback of
                   customers on Nokia Care Center’s services.
                   MIS shared online with Nokia



                       Daily 25,000 numbers called
                             80% success rate
Messaging (SMS)




                  Source: One97 internal data, 2010
Case Study: Information sharing and high
           involvement of customers

Nestle start healthy and stay healthy

The program is targeted towards women and
women who are in the early motherhood. This is
designed to help mothers take care of their
health and make their life better

A person can send an SMS “SHSH to <53030>.
Within one second a voice call will come and
take you through a interactive voice portal.
Women can enter information about
pregnancy and the mobile application keeps
giving information regularly to women on
their health during pregnancy stages

 52,000 women have subscribed to
              this




                                                 Source: One97 internal data, 2010
Case Study: Product launch in dark markets

Objective is to involve people to take the new
stellar slims in Pune & surrounding places.
Different on the ground activations were
started

User has to purchase the pack. He gets a
scratch card with it handed over to him at the
venue. User has to scratch and send the
unique code to a <#####> and he gets
redemptions or prizes

 20,000 people activated in 30 days




                                                 Source: One97 internal data, 2010
Case Study: Sales drive with Engagement

Objective is to increase pack sales in selected
regions over 60-90 days

Users who purchase a pack during this
promotion period will get a scratch card with a
code. He gets pack of ringtones, mCoupons,
songs on his phone once he SMS’s

He is also qualified to dial into a number and
participate in a “Talent search activity” where
he can sing a song clip. The shortlisted onces
will be called to a studio and with a
professional expert guidance they will record
the song and a free CD will be cut and
presented to you




                                                  Source: One97 internal data, 2010
Case Study: Sampling

Pilsbury Atta sampling

A magazine ad was targeted to women in south
region (across major women magazines)

They can order for a free 1/2kg atta sample by
simply SMS’ing ATTA to <#######>

They get a voice call back thanking them and
asking details like address to be delivered. After
the atta is delivered, a feedback call goes to the
customer after 15 days asking information about
rotis, atta quality etc.


             5,000 samples given
mobileWeb
Experience paints through mobile web
Biking experience with Hero Honda
Vodafone self care page
Pizza Hut experience
Proximity marketing (Bluetooth/Wifi)
Case Study: Mobile proximity




  Users visiting café coffee day outlets, selected
  Malls, shoppers stop would be given a message to
  Switch on their bluetooth. Once its ON they get
  A message to download an application on the
  Phone or mCoupons or prizes
Case Study: Mobile proximity




  Redbull at selected locations advertised the
  Message on hoardings and LCD’s that if users
  Switched bluetooth, they will get a instant free
  Redemption coupon which they can use
Augmented Reality
Case Study: Augmented reality
Case Study: Augmented reality




http://www.penn-olson.com/2011/04/20/augmented-reality-in-asia/
http://www.digitalbuzzblog.com/top-10-augmented-reality-examples/
Apps
Case examples
QR codes
Measurement metrics
Cross mediums

Voice
a. Number of people calling
b. Location/circle of call
c. Engagement time on call-duration at various points
d. Response/key press on call
e. Voice/language choice

SMS
a. Number of people received SMS
b. Responses back to message

Mobile web
a. Impressions
b. Clicks
c. Click thru rate
d. Leads

Applications
a. Engagement- option chosen, time spent, response etc.
Lets get talking!




                      John Cherian
        One97 Communications Ltd.
           John.cherian@one97.net
               M - +91 809 550 1718

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Mobile marketing one97 offerings v2

  • 2. About One97 10+ years in business – India’s largest deployed telecom applications, platforms company Funded by Intel Capital, SVB Financial services & SAIF partners Team strength of 950+ across Delhi, Mumbai, Chennai, Kolkata & Bangalore w/International presence in Nigeria, Dubai & South Africa 20 Global operators & 50 Enterprise customers Fastest growing company- Company of the year 2010, Best digital innovation 2010 300 million+ unique users and 5 billion+ voice calls per month on One97 platform
  • 3. Operator Enterprise customers customers Client portfolio
  • 4. What can we do for you? We • Create mobile presence for your brand • Engage your hard to reach target audience • Strengthen customer loyalty & retention • Craft mobile promotions and campaigns gratifying users • Enable your customers to pay on web or phone • Execute Mobile Campaigns
  • 5. Case Study: Customer Engagement Buy a Maggi sauce, Dial: xxxxxx Listen to Javed Jaffery’s jokes, participate & share your joke, subscribe to jokes weekly or monthly on phone 3.5 million successful calls received in 90 days 0.2mn joke subscriptions Engagement time on call 30-35sec (listen to jokes) 1. TV/Radio/POS or 2. Buy Maggi >> 3. Dial >> 4. Listen, share & subscribe to jokes >> 5. Win prizes (Photo on bottle)
  • 6. Case Study: IVR based cricket contest for Ranbaxy Revital 1-800 102 5353 Campaign is LIVE The objective is to make users play a cricket contest and also subscribe to cricket alerts Users can also speak to Revital experts (CCE) for details on various health products. I n case the expert line is busy, then the user is prompted for a an auto call with relevant information The contest is updated every third day and 5 winners are gratified with exciting prizes every three days This is promoted through digital banners, emailers, mass media and radio ads Since Feb 12th we have received 200,000 calls with participation Source: One97 internal data, 2010
  • 7. Case Study: Instant gratification Horlicks growth program A great initiative for parents with young children who want to keep a tab on the measurement of their kids’ growth. Junior Horlicks brings Growth Assessment Program and 2 stage Junior Horlicks Parents need to call the toll-free number 1800- 103-2227 (which is being managed by One97) to approach the nearest growth Assessment Center Junior Horlicks is promoting this though painting competition as part of their Annual Prodigy Program in 500 schools across the country. Campaign: Drink pepsi & win instant gratification of mobile top up worth Rs.30. User opens the cap and finds a code under the crown. He has to just SMS the code to a #### or dial a number and enter the code and he gets a mobile top up plus other gifts as well Source: One97 internal data, 2010
  • 8. Case Study: Rural marketing Product awareness on voice People dial a toll free number. Voice will be customized in their language giving information on Products and benefits Users can record their voice, enter set of phone Numbers and send voice broadcast acting as viral Voice broadcast to rural user database giving product information- information dissemination Group sharing on phone (Maha panchayat on phone) 200-3000+ people can dial into a number and listen to message or information to be shared at once Source: One97 internal data, 2010
  • 9. Case Study: Awareness & engagement Horlicks growth program A great initiative for parents with young children who want to keep a tab on the measurement of their kids’ growth. Junior Horlicks brings Growth Assessment Program and 2 stage Junior Horlicks Parents need to call the toll-free number 1800- 103-2227 (which is being managed by One97) to approach the nearest growth Assessment Center Junior Horlicks is promoting this though painting competition as part of their Annual Prodigy Program in 500 schools across the country. Source: One97 internal data, 2010
  • 10. Case Study: GM Motors Spark Campaign One97 provided this solution for promoting GM product - SPARK. Around the launch of this car a teaser campaign on SMS that would create curiosity amongst the TG was run. In addition to this, they also required the use of our SMS short code 53030 for this car to generate leads out of their mainstream media promotions. SMS backed by voice used as a teaser for the launch. It had a quiz. Depending on the answer users would be chosen in the lucky winners list After the launch the SMS channel was used to generate test drive leads 15,000 user requests within a week
  • 11. Case Study: Fanta Fun Masti contest Fanta masti campaign - LIVE Objective is to generate interest among audience in Rajasthan and engage them with the brand. Users have to share their funny events based on a topic given by the voice portal Fanta advertises the toll free number 1-800-103- 8888 across radio, print & local ad spots in Rajastan & nearby towns User dials-in the number, selects his language, enters into contest 40% user participation
  • 12. Case Study: Colgate Dealer Reach The objective is to provide a voice application/broadcast in 7 different languages to all dealers of Colgate to engage them a. Products b. Loyalty points/schemes c. Redemption/Gratification In 2 months Colgate reached 2.5L dealers
  • 13. Case Study: Phone a feedback Nokia Feedback Program Mobile Outdial Voice Application Feedback on Customer Care Ongoing since: Early 2008 Every day the data automatically hits One97 server from Nokia Customer Care Centers. On the subsequent mornings, automatic calls are generated to gather the feedback of customers on Nokia Care Center’s services. MIS shared online with Nokia Daily 25,000 numbers called 80% success rate
  • 14. Messaging (SMS) Source: One97 internal data, 2010
  • 15. Case Study: Information sharing and high involvement of customers Nestle start healthy and stay healthy The program is targeted towards women and women who are in the early motherhood. This is designed to help mothers take care of their health and make their life better A person can send an SMS “SHSH to <53030>. Within one second a voice call will come and take you through a interactive voice portal. Women can enter information about pregnancy and the mobile application keeps giving information regularly to women on their health during pregnancy stages 52,000 women have subscribed to this Source: One97 internal data, 2010
  • 16. Case Study: Product launch in dark markets Objective is to involve people to take the new stellar slims in Pune & surrounding places. Different on the ground activations were started User has to purchase the pack. He gets a scratch card with it handed over to him at the venue. User has to scratch and send the unique code to a <#####> and he gets redemptions or prizes 20,000 people activated in 30 days Source: One97 internal data, 2010
  • 17. Case Study: Sales drive with Engagement Objective is to increase pack sales in selected regions over 60-90 days Users who purchase a pack during this promotion period will get a scratch card with a code. He gets pack of ringtones, mCoupons, songs on his phone once he SMS’s He is also qualified to dial into a number and participate in a “Talent search activity” where he can sing a song clip. The shortlisted onces will be called to a studio and with a professional expert guidance they will record the song and a free CD will be cut and presented to you Source: One97 internal data, 2010
  • 18. Case Study: Sampling Pilsbury Atta sampling A magazine ad was targeted to women in south region (across major women magazines) They can order for a free 1/2kg atta sample by simply SMS’ing ATTA to <#######> They get a voice call back thanking them and asking details like address to be delivered. After the atta is delivered, a feedback call goes to the customer after 15 days asking information about rotis, atta quality etc. 5,000 samples given
  • 25. Case Study: Mobile proximity Users visiting café coffee day outlets, selected Malls, shoppers stop would be given a message to Switch on their bluetooth. Once its ON they get A message to download an application on the Phone or mCoupons or prizes
  • 26. Case Study: Mobile proximity Redbull at selected locations advertised the Message on hoardings and LCD’s that if users Switched bluetooth, they will get a instant free Redemption coupon which they can use
  • 29. Case Study: Augmented reality http://www.penn-olson.com/2011/04/20/augmented-reality-in-asia/ http://www.digitalbuzzblog.com/top-10-augmented-reality-examples/
  • 30. Apps
  • 34. Cross mediums Voice a. Number of people calling b. Location/circle of call c. Engagement time on call-duration at various points d. Response/key press on call e. Voice/language choice SMS a. Number of people received SMS b. Responses back to message Mobile web a. Impressions b. Clicks c. Click thru rate d. Leads Applications a. Engagement- option chosen, time spent, response etc.
  • 35. Lets get talking! John Cherian One97 Communications Ltd. John.cherian@one97.net M - +91 809 550 1718