2. Industry- Mobile App Market
At the end of 2011, there were 6 billion mobile subscriptions, that is equivalent to 87 percent of the
world population.
• 30 percent of the world’s mobile users live in India and China.
• Android is the top operating system for new smartphones sold in 2011.
• In 2012 over 85 percent of new handsets will be able to access the mobile Web.
• Mobile data usage is expected to grow 20-fold by 2017, as cost per megabyte continues to fall
-International Telecommunications Union
• 29 billion apps downloaded in 2011, up from 9 billion in 2010.
• Direct revenue from the sale of apps, in-app purchases and subscriptions across
smartphones and tablets rise to $36.7 billion by 2015.
• Smartphone users have 22 apps (of which iPhone users have the most with 37).
-mobithinking.com
• The average price of a mobile app is falling rapidly on all vendor app stores, except
Android.
• One in four mobile apps once downloaded is never used again.
-Deloitte Open Market Survey 2012

3. Rising Internet Penetration Increasing Mobile Internet Usage Scope of Mobile Apps in the rising digital Market
Size of the Film industry & Scope of A mobile App to tap such a growth
• There are only 12 screens per million
population in India
• This industry loses 300-400 cr. Per
year due to piracy
• Low screen penetration, high growth
in mobile internet and movie sector
provide an opportunity for an App
which can reduce piracy and change
the viewing experience
Source : Deloitte.com , KCPB internet trends

4. Target Market- Where are they?
Mobile Application utilization by categories
16
Percentage (Usage)
14 12
12
10
8
6
4
2
0
Base: Active Internet Users Urban India 2012, 30 cities
Source: IMAI Report 2012
Our Target Market will
Critics / consist of
Reviewers On IMDb|Rotten Tomatoes|Rediff
Target • people who are
interested in remote
Audience Movie Lovers access to movies.
consists of • Critics/reviewers who
Social Facebook|Twitter|Google+ are already on well
known websites/Apps
Networking
The App will target audience who are on facebook and other social media websites to write their
reviews.
Facebook is the most famous social network in the world. Hence facebook users represent a sizeable
portion of out potential user base.

5. Target Market- Customer Profile
Working professionals Critics/ Reviewers
Mr. Rahul Desai Mr. Arnab Sahay
IT Professional Theatre Owner & a critic
• Stryker Corp(salary-Rs.30,000pm) • Rediff | RottenTomatoes
Residence:Bandra,Mumbai|Active Presence of Facebook & Twitter
Residence: Rohini, Delhi Work : Gurgaon, Haryana
• Watches Almost all the movies on the first day (premier if
Wakes up at 7.30 am  Leaves for office at 8.30 am Spends possible)
1.5 hrs in metro getting bored reaches office at 10  Leaves • Authentic reviews- Developed a large fan following over the
from office at 6 pm Again 1.5 hrs of no entertainment  years
Reaches home at 7.30 pm • Directs plays and movies for his theatre
College Students
Age : 15-45 years |Semi Educated | Semi Urban &
Profile Urban | Present on social media | Movie Fans
Ms. Divya Subramanian
Residence: Chennai College: Easwari
collg Value Seekers Movie lovers
Student- Mechanical Engineer Fun loving Socially Active
• circle of 10 close friends Experiencers
• Has more than 1000 facebook friends & 600 twitter followers
• A lot of spare time during week ends and after college
• Doesn’t want to spend too much on average movies but wants • Target group wants Movie on the go.
to watch them • They are ready to pay for entertainment during idle
• Wants a comprehensive app for movie ticket booking time
• They have embraced technology and have significant
presence on social media

6. Primary Survey - Insights
No. of respondents: 67 | Age: 17-43 yrs | Professionals-19, Students-44, Critics-4
I don’t have much time I get bored of watching
to see the full movie Soaps during my free
during exams time
71% of the 81% respondents 75% people
people I travelSaid that they
When I have 23% respondents 79% people Isaid to know readymy
want are what to
said they see do
nothing much to ratings on believe that the that they would
friends paywatching a
are for such
wanted to various websites reviews are like to watch comprehensiv
see movies before watching authentic & movies in their e want to
set of
on the go for movie
I search unbiased mobile phones I don’tservices buy
movies CDs, they are not
ratings first & then handy!!
decide on the movies
If I buy a CD and I
don’t like the Most of the Reviews
movie, I feel Being a critic I want are paid reviews
CHEATED!! to interact with
movie fans

7. Customer Perception
Follow my friends
Authentic
Movie Equity
Price
Features Engaging
Features
Feature Loaded
Aesthetics
No Frills
Trailors
/information
Ratings
Perception Map
Ratings
Fake
Reviews Suspicion Mobile APP
Experience
Authentic?? Internal
Knowledge
Free / Premium Loyalty
Post Confusion
user Joining Influencers
Write Reviews Reference
Groups
Own a movie
External Critics
Usefulness/
Security Movie Choice
Payment Family/Friends

8. Competitor Assessment
Ratings Not
Present Present Present NA Present
Present Present
Forum Not
Present Present Present Present Present Present
Present
Present Present
Security Present but Present present Present Present but
limited limited
Hassle free Not Not Not Present Not
Present Not
movie streaming Present present present but slow present present
Engaging Below
Features Good Moderate
Average Poor Poor Good Moderate
Movie Not Not Not Not Not Not Not
Equity present present present present present present present
Know what
friends are Only Not Not Not Not Not Present
Quantitative
watching present Present Present present Present but poor
Credibility of Depends
Reviews & ratings High Moderate High Moderate Low Moderate
on views
App is free
Currently not
present in India

9. What is MobiStream
MobiStream is a mobile app via which movies can be
streamed in real time . Users can stream movies either through
premium account or free account.
It also allows user to purchase fractional ownership of a movie.
Fractional Ownership rights
Video Streaming
sharing
Premium movie streaming
 No ads  Users can purchase ownership rights to a
movie on mobistream by paying an
 Fast video streaming
endorsement fee per right purchased
Free movie streaming
 Endorsement fee will be determined
 Ads every 15 minutes through dynamic pricing
 Slow low quality video streaming
Critic and User review section Movie Goodies sale
Predict performance of new
Recommend a Movie to friends
movie

10. Introducing MobiStream
Video camera signifies its The Logo with all its element is self explanatory
connection to movies in conveying the features and purpose of the
app to users
Progress bar Signifies
video streaming feature
Name signifies that it is
of the app
an Mobile Movie
Streaming App

11. Feature# 1 : MobiStream
Core Idea:MobiStream
Users can watch movies on mobile. There will be two kinds of viewership
options available each movie--
 Premium viewership : Complete high resolution movie with no ads to
disturb the user at Rs. 15-30 per movie.
 Free viewership : Complete Low resolution movie with 30 sec
advertisement after every 15 minutes
Day of release – 3rd week 4th week- 12th week
Movie appears on Movie is released
Movie is 3 weeks after the
Mobistream 3 on DVD 3 months
released in movie release ticket
weeks after the after movie’s
theatres sales decline
official release official release
More than 95% of the total ticket sales potential of the movie is realized within 3 weeks of the
official release of the movie. This is an opportune time for the release of the movie on mobistream
as to reach out to the untapped audience and prolong revenue generation for producers.

12. Feature# 2 : Fractional ownership of Movie
 Users can buy fractional ownership of a movie on mobistream by
paying an endorsement fee per right. The profit generated by the
movie on the app is then apportioned among the rights owners.
Two revenue stream for a particular movie are
 Advertisements displayed during the movie
 Revenue generated from premium viewership
The fee amount to be paid by the user will be decided through
Dynamic Pricing i.e. based on the demand of ownership rights of the
movie the price of fractional ownership will be decided
Feature# 3 : Recommend a Movie
 Users can recommend a movie by publicizing it on movie specific
discussion forum
 User can also develop a inner circle of discussion to publicize a movie
in his close friends
 What’s app can be used in cojection with this app to create a
discussion forum for friends

13. Feature# 4 : Critic and User review
section
 Trusted reviews of various sites and portal will publicized on mobistream
 Reviewers will be identified by their popularity and trustworthiness among
the people
 Additionally reviews will be shared not only on the overall movie but also on
its micro aspects like direction, screenplay, acting, music, plot etc.
User review scale
Users can also review a movie by either blowing a whistle
for the movie ( Like) or by asking his money back from the
producer (Dislike)
The count of whistles blown and money back asked will be
displayed on the interface

14. Feature# 5 : Predict performance of new
movie
Get points based on accuracy of your prediction of performance of
an unreleased movie
Once a user reaches a certain point tally he can exchange the
points for movie goodies or movie tickets
Feature# 6 : Movie goodies sale
Sale of movie goodies like caps, t-shirts, watches, bandanas, key
chains etc. will be carried out on the mobistream
Distribution: Distribution of goodies will be enabled through strategic
partnership with a logistic company for transportation.
Buyer will be charged for logistics charges

15. Marketing plan – Focus on Viral and Stealth marketing with low cost and high reach
initiatives
-30 days 0th day 0-15 days 30days-1 year
1. Create Intrigue, User seeding
1. Event Sponsorship & college Campaigns
2. Online buzz & Viral Marketing
3. Print Ads & OOH media
2. Launch product & online marketing
1. BTL-Campus Media & Road Shows
2. ATL- Print, Cinema & Radio
3. Search Engine optimization
4. Affiliated marketing(SEO & SEM)
5. Facebook Page & Twitter Trends
6. Contests & Early bird Accounts
3. Post Launch & Buzz Sustenance
1. E-mail Marketing
2. Follow my Friends, Affiliated marketing
3. Print Ads & Success stories
4. On site & App promotions-Interviews
4. Long Term
1. Article based promotion
2. Success stories
3. Word of Mouth
ATL
BTL
Unclassified

16. Marketing plan – Pre Launch
Objective Create A Curiosity around
___________________________________________
MobiStream
Mystery: Conceal the brand and keep the audience guessing about the offering MobiStream Provides
This will create an intrigue around the brand
Print Ads Online Buzz & Viral Campaign College campaign & OOH media
College contests: free
Newspapers:
movie tickets
Times of India, Hindustan
Times, Indian Express Social media:
Malls:
Facebook, Twitter, Four
Danglers, Posters, Lifts, ele
Pamphlets: Distributed Square, Google plus
vators
outside theatres ,Colleges
Stations: Bus
Behind bills: Movie
stops, Metro, Railway
tickets, Petrol bills Videos: Videos posted on
facebook page to generate
Theatres, Box office
Magazines: interest
Outlook, Masala, Filmfare
Vehicle ads : cabs, Buses
vans etc.

17. Marketing plan – Launch
Objective Generate Buzz & intensive
___________________________________________
•
Branding
Conversations about the brand and its features
• Catch the eyeballs with spectacular campaigns
• Early bird schemes for the users who register first on the websites
Media | Print Ads| Facebook Pics | Twitter Trends | Mascots
Mascots Print Ads Affiliated Marketing & Viral Campaign
Newspapers: • Encourage Reviews &
Mascots to be Times of India, Hindustan Critics
used in selected Times, Indian Express • Interviews of film stars
Metro Cities
• Viral Videos of movie
Pamphlets: Distributed trailers , about mobi
outside theatres ,Colleges stream
• Bollywood quiz on
ATL Magazines: facebook & twitter
Identify metros with Outlook, Masala, Filmfare • Early bird free
maximum likelihood premium accounts
of concept working • Free movie tickets &
-Shoot online, print & Road Shows
theatre ads in these
cities

18. Marketing plan – Post Launch
Objective Accelerate & create Mass appeal
___________________________________________
• Leverage network of existing users- referrals
• Create and focus on positive word of mouth through existing users to create a mass appeal
Media | Online Referrals | Success Stories | Email Marketing | Sustained Conversations
Publish Articles regarding people who have Critique with the critic
Success Stories • made money through mobistream
• Personal experiences of Visitors and members The monthly chosen best
• Critics take on the app reviews will get a chance to
interact with the best critics
in the business & learn from
• Users will get first time access to trailers with the expert themselves
Referrals assured goodies if they suggest their friends to
install this app
Online Focus Movie Mania
• Since Facebook and twitter are important platforms for Weekly Radio quizzes across
both B2C and B2B marketing.,it is necessary to maintain major cities on Radio Mirchi
the facebook & twitter pages by posting ads or Movie ,Radio one to extend reach
Trivia Giving away free movie
tickets to the winners of the
contest
Long term focus Viral Marketing Seed Marketing Stealth Marketing

19. App Interface
Movie Windows
First Landing Page
Free user can watch the full Premium user at a nominal
movie but interspersed with fee can watch movie
advertisements uninterrupted
Trailers & Movie
Buy Rights Page
Sneak reviews by Online Cover flow can
Previews of critics. tickets be scrolled
upcoming & Community available through to Reviews available
new releases interaction view trailers for quick glance
forums before
purchasing rights
Navigation User can
see the current
price of No. of rights and
Normal User ownership duration of
Movie ownership needs
rights and
Viewing
Premium no. of to be specified
Landing Page
User rights
Buy Rights remaining

20. Watch Movie Page Website Interface
Buy Rights Page
•The first landing page on the website allows free user to watch the •Buy rights page on the website is similar to the mobile app page
full movie at the click of a button. for seamless use.
•Login option for premium users also available on the same page •Quick glance reviews available for the user to make an informed
•Before watching the full movie the user has access to movie ratings decision.
•Tickets can also be purchased using a quick link on the same page •Current price per unit and units remaining are updated regularly
for the user to assess prospective viewership of a movie.
Note : Video of the whole interface is shown in appendix 7- slide 33

21. Monetization
Number of 3G Subscribers in 32 million • 3G subscribers expected to
India (A) increase by 30% annually
Number of 4G Subscribers in 25,000 reaching 54 million by 2014
India (B) • 4G subscribers expected to reach
Total high data speed mobile 32.25 million 5 million by 2014
subscribers (A+B)
Mobistream is targeting the high speed data mobile subscribers for high quality
movie viewing experience
Estimates:
• 0.5% of the subscribers in first 6 months, and increases to 1% by the end of the
first year
• In second year we plan to reach 2% of the high speed mobile data subscribers
• By the end of third year our goal is to reach 4% of the 3G and 4G mobile
subscribers

22. Freemium Model
Feature Free Premium
Number of Number of Total no. of Latest Movies After a brief Immediately
Period
free users premium users users gap
quarter 1 30000 10000 40000 Streaming Low High
Quality
quarter 2 80000 20000 100000
Ads Yes (every No
quarter 3 140000 30000 170000 10min)
quarter 4 200000 50000 250000 Forum Yes Yes
year 1 450000 110000 560000 Per Movie Cost High Low
year 2 675000 165000 840000 (if want to buy
it, ad free)
year 3 1012500 247500 1260000
Rights issue No Yes
Movie No Yes
• Assuming premium users to be approx Download
20% initially as users prefer to see Chat with Only View Yes
movies in free Critics

23. Assumptions and Estimates
Service/ Equipment Cost
Cost charged to user per movie (latest) Rs. 30 20% of all movies rights bought
Cost charged to user per movie ( 1month – 1yr old) Rs. 20 60% of all movies rights bought
Cost charged to user per movie (>1yr) Rs. 15 20% of all movies rights bought
Advertisements (In-stream) Rs. 4
Rights cost (per share, maximum 1000 shares to be Rs. 10 – 100 (dynamic pricing)- taking an
issued) average of Rs. 50 for easier calculation
Average movies watched per year(both free and 24/year at the rate of 2 movies per month
premium)
Average Indian Movie (in minutes) 150 minutes
Average releases per month (good earners, all over 100
India)
Cost of Movie Licensing Rs. 200000 per movie
Interest rate 10% per annum

24. Income Statement for first 3 Years (in lakh Rupees)
Heads 1yr 2yr 3yr Formulas applied
Revenue Heads
Ad breaks*No. of Free
Advertisements 4416 6624 9936 users*No. of views by the
user per year*AD cost
Movie cost*No. of
Movie Sales 554.4 831.6 1247.4 Premium users*No. of
views by the user per year
Average rights cost*No of
revenue from rights 1000 1400 1750
shares*Movie releases
total revenue 5970.4 8855.6 12933.4
Cost Heads
No. of movies* Cost of a
Movie Licenses 4000 5600 7000
movie license
Infrastructure 80 300 500
Salary 55 100 250
Marketing Cost 500 400 300
Miscellaneous 100 100 100
Total cost 4735 6500 8150
Net Profit 12354 2355.6 4783.4
NPV 1123.1 1946.8 4348.5 10% interest rate
TOTAL NPV 7418.4

25. “The whole of life is just like watching a film.
Only it's as though you always get in ten
minutes after the big picture has started, and
no-one will tell you the plot, so you have to
work it out all yourself from the clues.”
― Terry Pratchett, Moving Pictures
Appendix will follow this slide

27. Appendix 1 : Mascot
Inside Malls
Mobistream Hat
Muffler which looks
like a movie reel
Video Camera- The Inside Movie theatres
mascot will ask
people to speak
dialogues from
famous movies and
record the video.
The best act wins
goodies and free
Pop corn signifies
tickets
Entertainment

28. Appendix 2 : Sample Teasers 1&2

29. Appendix 3 : Sample Teasers 3
Tired of streaming…. Watch this space for more!!

30. Appendix 4 : The Facebook Page

31. Appendix 5 : Organizational Structure
Managing
Director
Director of Chief
Chief Finance
Research and Marketing HR Head
Officer
Engineering Officer
Account IT IT Social Product
App/Website Sales HR functions
Manager 1 Infrastructure Media Marketing
Outdoor Campaigns Social Media Creative Head

32. Appendix 6 : Questionnaire
Questionnaire
Name
Age
Gender
Profession
Please Tick the Suitable options
1. When do you normally go out for movies?
On the day of release 1-2 weeks after release 1 month after release Wait for DVD
2. Which of the following aspects do you feel is most important to a good movie?
Cast Writing Special Effects Direction
3. How do you feel about the quality of movies compared to movies of old?
They've gotten much, much better. They're about on par with each other. They've gotten much, much worse. You can't compare them.
Please Answer the following questions
1. Would You like to see movies on the go ( eg. When travelling in train, waiting for someone in a restraunt)
2. Do you wish to see ratings first before wathing a movie?
3. Do you believe that the ratings and reviews on different websites and newspapers are authentic?
4. Would you like to watch movies on your mobile phones?
5. Are you ready to pay to watch movies through mobile phone?
6. Do you believe you can Predict the future of a movie
7. If you were to rate/critique a movie, what factors would you look at?
8. Do you wish to know which movies your friends are watching?
9. Do you see any future for Movie CDs and DVDs?
10. What is movie watching experience according to you?

33. Appendix 7 : Mock Up Video
If the video fails to work, please go to www.youtube.com/watch?v=1W955Cs30UY&feature=youtu.be