A quick look at the opportunities and possibilities of Mobile Internet, Mobile Sites and Wap sites in India. Created by Indigo Consulting, India's leading digital marketing agency.

1. An Introduction, Business Scenario & Best Practices

2. Agenda What are Mobile Sites/How does one look What can a Mobile Site do? Why’s everyone going Mobile? The India Opportunity Building a Mobile Site Making Mobile Sites work for you The shape of things to come Summary

3. You’ve heard of Anytime Banking. Now welcome to Everywhere Marketing.

4. Fully loaded with features that could make your computer obsolete, mobile sites give each 40 storey Billboard, Neon Light and Jingle a run for its money. Mobile sites not only let your brand converse with people in a new way, they also free your brand from any restrictions on location, distance or time when talking to your customers.

5. What are Mobile Sites? Just as everyBatman needs aRobin

6. What are Mobile Sites? everySarge needs an Otto

7. What are Mobile Sites? and everyfacebook needs a facebook lite

8. What are Mobile Sites? Everywebsite needs a mobile site (A twin with as much punch as its parent WEBsite, precision functionality and a unique brain )

9. So how does a Mobile Site look? Looks just like your very own website!

10. Quick Glance: Mobile vs WEB counterparts Bloomberg

11. Quick Glance: Mobile vs WEB counterparts NBC.com Information on shows, promotions and latest seasons Schedules for the next 3 hours

12. What can a Mobile Site do?

13. What can a Mobile Site do for you? Pretty much everything a regular website can... Sell & Transact Airline Tickets Movie Tickets Buys & Sell Stocks…

14. What can a Mobile Site do for you? Pretty much everything a regular website can... Sell & Transact Generate Business Leads Provide Information Download Catalogues Read PDFs Compare Prices Capture Leads

15. What can a Mobile Site do for you? Pretty much everything a regular website can... Sell & Transact Generate Business Leads Keep Informed & Updated News & Updates Schedules Alerts Live Scores

16. What can a Mobile Site do for you? Pretty much everything a regular website can... Sell & Transact Generate Business Leads Keep Informed & Updated Stay Connected With built-in apps to access social networking sites on the newer phones, smart-phones are fast becoming the way to update your social networking status

17. The World’s going Mobile to: Do so much more Get schedules for entertainment channels Get live scores for sports sites. Access the latest figures for stock exchanges Instantly view online catalogues Order and pay for gifts, flowers, etc.

18. Why’s everyone going Mobile?

19. Why’s Everyone Going Mobile? 3G, the next generation of mobile communication systems is launching soon in India. This will cause a paradigm shift in browsing trends, from desktops & laptops to mobile phones.

20. Why’s Everyone Going Mobile? With mobile-optimized, high resolution browsing now possible, users are accessing services, features and content without being chained to a chair!

21. Why’s Everyone Going Mobile? And because a single Mobile Site can be accessed by any mobile browser, on any WAP enabled Mobile Phone. So unlike Mobile Applications, you don’t have to create a different mobile site for each platform.

22. Why’s Everyone Going Mobile? An eMarketer Report says: “The portability of content from device to device represents the future of media consumption. Morgan Stanley expects high-speed wireless Internet-enabled device shipments to more than double worldwide between 2009 and 2013.”

23. The India Opportunity

24. WAP Sites need Smartphones. How many are there in India? Quite a lot actually. Latest figures, in January 2010: There were 127 Million Mobile Internet-Ready Phones in use. Projected smartphone growth rate in India for the next 5 years is 39%. About 10% of these users have used their GPRS connections at least once.

25. Mobile Ad Traffic in India Oct 2009: ADMob Mobile Ad Network served ads to 596 million(6.2%) users in India, second only to the USA which generated 4.9 billion(46.5%) of the requests. Overall, India registered an increase of 7.5% in traffic

26. In Short Though currently small, there is a huge potential market with Half a Billion mobile subscribers. After voice tariffs, data tariffs are set to come down. The current users though small, belong to higher Socio-Economic segments who make great influencers and trend leaders.

27. Building a Mobile Site

28. What does it take to build a Mobile Site? A mobile site is just a mini version of your existing site, done in 3’’ and 6’’ inches format built using the language XHTML MP. For the site to render and function properly on all mobile browsers the XHTML MP should be 'W3C compliant’. There’s limited javascript support, so most of the validations are best done on your server, and not someone’s mobile phone. Drawback of using XHTML MP Stylesheet (CSS) will be stripped by many of the default browsers of old mobile phones, so the site may not look as desired, although most of the functionality will work.

29. Detect browser and display content accordingly Ideal to create HTML layout for old browsers (Symbian), XHTML Layout with 3’’ and 6’’ for iphone & high resolution mobile devices Keep navigation on top, and repeat text links at bottom Limited JavaScript / Ajax, will work on only few selected browsers, will work limited Keep forms as short as possible While at it, here’s our Best Practices Check List

30. On the Equipment side, wireless devices represent the ultimate constrained computing device with: - Less powerful CPUs - Less memory (ROM and RAM) - Less connection stability - Less predictable availability - Less bandwidth - Less power (battery) - Less display area - Different input devices (e.g., a phone keypad, voice input, etc.) And on the Network side, wireless networks are (currently) constrained by slower bandwidth. While at it, here’s our Best Practices Check List The Constraints we need to be aware of when building a Mobile Site

31. Making Mobile Sites work for you

32. Promote your Mobile Site WAP Directories: Dedicated to listing WAP sites, WAP directories facilitate easy search, access and linking to and from your site

33. Or do more marketing for mobiles! Admob, the most popular Ad Network serves mobile optimized ads getting your brand seen all over the WAP realms

34. The shape of things to come Flash Litefrom Adobe, a mobile-optimised version of Flash technology, offers you a quick and effective way of building on your existing skills to create mobile content. 4G promises to take Mobile Internet speeds from the KB-MB range to gigabytes. In fact, 4G by definition will offer 1GB/s speeds on an average for Mobile Surfing Adobe and ARM announced that they are joining forces to bring Adobe Flash Player 10 and Adobe AIR to ARM powered devices in a move that Adobe hopes will lower power consumption for mobile devices running Flash and AIR content, and make it easier for users to play video on a variety of devices. Read Write Web - November 17, 2008http://www.readwriteweb.com/archives/flash_10_for_mobile_devices.php

35. Finally: Some Mobile Sites done by Indigo Consulting

36. To sum up… - Smartphone and WAP Users - Mobile Technology - Mobile Internet Speeds - Mobile Ad Revenues - Price of Mobile Internet - Price of Smartphones If you want to stay here You’ve got to get with the program

37. Thank You Team Indigo: SidharthK Dhanda - Technology | Pragati Ray-D’souza - Design PriyankaGopal, ShashibhushanUdyavar- Copy