A brief look at the features of Mobile as a marketing platform and how it has been leveraged by organisations. For India: What are the challenges and opportunities Mobile presents as a marketing medium.

1. Mobiles as a
Marketing Platform
Kinshuk Sunil / kinshuk@hashstash.in
At Fortune Institute of International Business, Delhi
February 18, 2012

2. Getting to know the speaker
ABOUT ME

3. Kinshuk Sunil
• Game Designer • Founder & CEO at Hashstash
• Open Source Contributor Studios
• Photographer • Official Representative (India)
• Digital Marketing & Social & Regional Coordinator,
Media Enthusiast Mozilla Students
Representatives (India) at
• Community Engagement Guru Mozilla Foundation
• Scout at WebFWD
• Been around for the last 7 • Lyricist & Composer at Ctrl Alt
years Delhi
• Founder at Indie Game Dev
• kinshuk@hashstash.in India
• Facebook.com/kinshuksunil
• Twitter.com/kinshuksunil

4. Getting to know the medium
UNDERSTANDING MOBILES

5. Mobile is Everywhere

6. Mobile is Social

7. Mobile has many Uses

8. Mobile is Real-time

9. Mobile is Interactive

10. Mobile is Personal

11. Tools
Messaging Personal
• SMS Interactive
• MMS
Networks Real-time
• Bluetooth Multiple Uses
• WAP Social
• 3G
Social Omnipresent
• Locations
• QR Codes
Features
The use of mobile mediums as a means of marketing communication

12. Campaigns that we keep seeing around us
COMMON CAMPAIGNS

13. Loyalty Clubs
Join an exclusive club and get updates and notifications on your mobile

14. Polls & Trivias
Gather consumer feedback by running polls and surveys on select lists

15. Mass Broadcasts
Broadcast communications to a wide spectrum of consumers

16. Feedback Campaigns
Ask for feedback to very specific stimulus

17. Apps & Games
Interactive Engagement

18. How have people been doing marketing campaigns on
the mobile?
EXAMPLES

20. Objective Call to Action Results
Maintain Visibility with “Route 66” promoted Tshirt Day saw sale of
current customers through social media, in- Tshirts increased 250%
Add new customers store marketing and Helmet Day sales
dealership equaled last weeks’s
Add revenue
Daily mobile alerts Helmet sales
Holidays promotion: offering 20% discounts
Christmas 2011 Leather Jacked Day sold
on different inventory 16% more leather jackets
items than previous week
Daily sales for different
items for the 12 day
period
12 Days of Christmas
Route 66/Harley Davidson
December 12-24, 2011

22. Objective Call to Action Results
Increase Sprite Roped in Shahrukh Hits via SMS: 15
consumption Khan and KKR Lakhs
frequency by repeat Special edition Established as a
purchases “Sprite KKR” strong clear lime soft
Push Sales SMS Giveaway drink brand
Engage Youth with contest with a 9 digit Created a strong
Bollyood & IPL 2 number under crown youth brand identity
Meet SRK/KKR or win
Nokia phone
Kholega to Milega
Sprite / Coca Cola
June – July 2009

23. How to ensure victory?
CHALLENGES

24. Not Standalone
Mobile works in combination with others, not standalone

25. Not Cheap
Mobile is not cheap, Higher CPMs than traditional media

26. Not Affordable
Not all modes of communication over mobile are affordable for end user, eg: GPRS/3G

27. Not mature
The technology spectrum is neither matured nor stable yet

28. Why persist? Why not give up? Why try?
OPPORTUNITIES

29. Countries
1000
900
800
Number of Mobile Users
700
600
500
400
300
200
100
0 United
China India Indonesia Brazil Russia Japan Pakistan Germany Nigeria
States
Users 951.6 893.84 327.58 250.1 242.2 224.26 121.25 108.89 107 90.58
Top 10 Mobile Users
As of Dec 2011, Number of Mobile Users (in Millions)

30. Use 893.84 74.15%
1.2 Billion People Million Mobile population
Phones uses
phones
User Base in India
As of December 2011

31. 100 Million
Expected
Smartphone users In Next 18-24 months
Smartphones in India

32. SMS / MMS Weather News Video Games
Email Web Reviews Music
Social Maps Health & Videos
Information
Entertainment
Productivity
Communication
Networking Location based Sports Pictures
Info Entertainment
Directories Augmented
Reality
Growing Usage
Mobile phones are finding growing usage every day

33. Things to look out for!
WATCH OUT!

34. Multiplayer Gaming

35. EBooks

36. Smart Education

37. Social & Relationships

38. Augmented Reality

39. Innovation
Persistence
Breakthroughs

40. Any Questions?
Better asked than not

41. Live long and Prosper