Yes Bank - Consulting Case Study - Future of Entertainment space in India

1. Team BrewCrew
Solution for - Case Study BY
The Future of Entertainment in India
Team BrewCrew

2. Channels
Customer Relationship
Note:Revenue Streams
Value proposition
Key Resource
Key Partners
BMS - oVRtime
VR is the next big thing which has
the potential to change the
entertainment industry. Bringing live
events from all round the world to
the VR headset for a BMS user can
be a real game changer.
BMS - Eventia
Leveraging the expertise gathered
by BMS in event ticketing, it can
further expand into organizing
events encompassing all – from
entertainment to corporate
events.
A n s 1 . T h e t w o n e w v e n t u r e s i n w h i c h B o o k M y S h o w s h o u l d f o r a y n e x t :
The power of Virtual Reality based BMS - oVRtime
Power to penetrate the
deepest strata of the
society - economically
and geographically
VR based
software revenues
forecasted to
increase 3000% YoY
More engaging
advertising medium
and an additional
source of revenue
Platform Partner
BMS
Finance Partner
Yes Bank
Key Activities
Technology Partner
GreyKernel
Developing VR
tech platform
Collaboration with
event managers
Existing relationships
with event organizers
Any show, anytime
and anywhere
Penetrative reach
to rural & urban
Increased flexibility
& less expensive
Experience in real
time any show
going on at any
place in the world
No limitations on
viewing time and
place. Favorite
travel past time
The Business Model Canvas - oVRtime
Customer Segments
Cost Structure
VR Headsets
Hosting/Bandwidth
Salaries
Event commissions
Miscellaneous
Subscription
AdvertisementCustomer acquisition
Marketing/Promotion
‘GreyKernel’ is one of
India’s first Virtual
Reality & Advance
Visualization tech start-
up
Interesting, attractive
Interactive content
Trust and reputation
On portal 24x7 support
Millennials
Sports enthusiasts
Slaved and swamped
schedule people
Frequent travelers
You will love this one! Add Eventia to your events!

3. Marketing Plan - oVRtime
oVRtime is made with an intent to bring entertainment to you so that you don’t miss out on events you wish to attend but are
not able to do so due to some reason. To showcase the utility of this offering and promote adaptability, BMS needs to come out
with promotional campaign on popular media during its initial phase like:-
Go to Market Strategy - oVRtime

4. The event management arm of BMS - Eventia
PLANNING PROMOTION
N
TICKETING CHECK - IN
Book My Show has a vast experience of being the promoter as well as the ticketing partner of movies, sporting
events, live concerts and other shows. Hence, it can move a step forward in this domain by planning as well as
promoting events under its umbrella. Whether it’s organizing corporate events, live celebrity nights or new
launches – BMS Eventia would be the one stop solution for all.
The Knowledge Domains and Functional Units of Eventia
EVENTIA
ADMINISTRATION
Financial
Management
Human Resource
Management
Information
Management
Process
Management
Systems
Management
Time
Management
DECISION
Content
Management
Entertainment
Management
Environment
Management
Production
Management
Program
Management
Theme
Management
MARKETING OPERATIONS RISK
Marketing Plan
Management
Merchandise
Management
Promotion
Management
Public Relation
Management
Sales
Management
Sponsorship
Management
Attendee
Management
Communication
Management
Logistics
Management
Participants
Management
Site
Management
Technical
Management
Compliance
Management
Decision
Management
Emergency
Management
Safety
Management
Legal
Management
Security
Management
Knowledge
Domains
Functional
Domains

5. Customer SegmentsCustomer Relationship
Channels
Note:
Key Resources
The Business Model Canvas - Eventia
Key Partners
Management
BMS
Finance Partner
Yes Bank
Event Partner
Recharge Studio
Key Activities
In-house Setup and
training
Event Setup and
procurement
Existing relationships
with event organisers
Cost Structure
3rd party infra
Software licenses
Salary & Setup
Lead Generation
Miscellaneous
Value Proposition
Customer
Experience
One stop event
management soln.
Revenue Streams
Management Fee
Ticket commissions
Recharge Studio is a lead
organization with the distinction of
18 effective years with a profile
into PAN India Event Management
On portal support
On-site support
Corporates
Show businesses
Product Owners
Institutions
Trust and
Reputation
Customization
and scalability
The Go to Market Strategy - Eventia
#SHARING THE EVENT
Leveraging Social Media
#Social Increase
Events with a
CUSTOMISED HASHTAG
experience an average
of 5X MORE SOCIAL
IMPRESSIONS than
WITHOUT a hashtag
- Tweeting WITH PERFECT HASHTAG for the events receives 2X
MORE ENGAGEMENTS than those WITHOUT HASHTAGS.
- The stories on Instagram and Facebook have 21% MORE
POWER OF ENGAGEMENT than any other media platform
BMS already a user of WHATSAPP FOR BUSINESS MODULE can
leverage the new source of advertisement that is Paid STATUS.
This could prove to be a game changer.

6. BMS’s touchpoints ends with customer
booking the ticket mostly. Untapped sources
of revenues in customer journey to movie
theatres
A n s 2 . M a c h i n e L e a r n i n g & A I S u g g e s t e d I n s i g h t s f o r B o o k M y S h o w ’ s
O f f e r i n g s
BookMyShow has currently 5 business segments namely – Online Ticketing, Event Hosting, Sports Ticketing, Monument Ticket
Booking, International Experiences & Surrogative revenue sources in the form of Advertising revenues.
We have identified 3 Segments under BMS’s business segments which offer scope for Machine learning & Artificial
Intelligence based integration which we have highlighted below.
Customer Pain Points & Untapped Sources of Revenue possible through ML & AI
Most of the customers have a mental
embargo with the internet handling charges
being too high luring them to Alternate
players like PayTM for cashbacks
Uncertainty or receptiveness of events
hosted on BookMyShow due to an absence of
complete experience factors and choices
based on personal biases influenced on data
provided by Event information
Events, Plays, Exhibitions
and all Non-Movie
segments hosted on
BookMyShow being too
generic and not curated to
the customer’s taste gaps
Numerous online music
streaming services and
intense competition on
hosting regional music – Lack
of differentiated services as
compared to competitors
Revenue Leakages in terms of pools of
customer data not being utilized for Event
Hosts offerings to curate contents on shows
With the rise of AI in chatbots and personalized systems
such as Alexa, SIRI and various others in Indian IT
Ecosystem, a 24*7 AI based Chatbot which can offer
recommendations to reduce USER’s decision journey is in
absentia
ML MobilityAI IoT/Analytics
Machine Learning &
Artificial Intelligence
Big Data & Analytics

7. Personalized discounts & Offerings for Online Movie Ticketing and reducing loss through digital leveraged scale optimization
Time
Digital is dispersed
throughout the
organization
Digital is at the core of
capabilities
Centers of excellence may
exist to set best practices
and coordinate
Temporarily, new trends
and technologies may be
centralized to ensure
Organization dabbles in
digital initiatives
Digital talentis dispersed
throughout organization
Hybrid
A protected breeding ground
Standalone unit for disruptive and
Experimental activities
Digital becomes a strategic priority in offerings and leveraging customized
discounts – Proposed customer discount leveraging model for BMS
Centralized
Organization appoints leader to
own the digital agenda
Execution is centralized to build
focus, scale, and capabilities
Central team focuses on
setting best practices and
supporting local teams
Business units drive digital
execution
Business units drive all
aspects of digital execution
Centers of excellence
Support coordination,
focus, scale, and
capabilities
Role of center is limited to
areas of scale advantage or
best practices
Customer Pain point which drives them away from BookMyShow and towards cashbacks is imminently resolved
BookMyShow is also able to only offer discounts based on various factors such as demographics, purchase pattern etc.
and thereby leveraging the amount foregone by Internet Handling charges through alternate sources
After personalized discount system in Internet Handling charges, BMS can leverage dynamic discount pricing
which can capture changing market circumstances such as,
• Competitor’s price
• Total product demand
• Customer dynamic searching behaviors
•

8. Value Added Services to Events advertised on BMS by using Leveraging Machine learning on BMS’s Customer Repository data

9. Using Machine learning and NLP to better customized Jukebox amongst Competitors
The Natural Language Processing model is developed by Team BrewCrew Student analysis as a part to improve
the suggestive recommendations of Jukebox and may not be recommended elsewhere
• Customized offerings identified to meet
customer needs
• Advanced analytics used across the value chain to
prevent high-cost deep learning, identify market
micro-segments, and enable interactive and
customized recommendations
Recommendation Model: Natural Language Processing (NLP)
Recommendation Model: Raw Audio Models
Source: Team Design, BrewCrew
Our proposed model takes playlists and treats them as a
paragraph or big block of text, and treats each song in the
playlist as an individual word. This results in vector
representations of songs that can be used to determine two
pieces of music that are similar.
As such, our engine will be able to determine which songs are
similar to each other, thus enabling it to tackle the cold start
problem and recommend songs with very few plays.
Our model employs a technique called outlier detection to
differentiate things you actually like.
One of the convolutional neural network architectures we
recommend for JukeBox is for latent factor prediction. The time axis
(which is convolved over) is vertical.
Convolutional neural networks are the same technology used in facial
recognition software. In Jukebox’s case, they’ve been modified for
use on audio data instead of pixels.
After processing, the neural network spits out an understanding of
the song, including characteristics like estimated time signature,
key, mode, tempo, and loudness.
Ultimately, this reading of the song’s key characteristics allows
Jukebox to understand fundamental similarities between songs and
therefore which users might enjoy them, based on their own
listening history.

10. (Source: http://censusindia.gov.in/Census_Data_2001/India_at_glance/rural.aspx)
(Source: https://www.statista.com/statistics/467163/forecast-of-smartphone-users-in-india/)
E X H I B I T S & A N N E X U R E S
Exhibit -1
Exhibit -2

11. (Mock-up of Corporate Events & Town hall meetings proposed in the pipeline)
EVENTIA
Exhibit -3

12. Example of Corporate Conferences (Source: academy.gatech.edu)
Example of Product Launches (Sources: Globeeventmanagement.in)
Exhibit -4
Exhibit -5

13. Partners Description
Venue Partners Owners/Holders of-
Banquets/Hotels/Auditoriums/Indoor
Stadiums/clubs/Seminar Halls/
Galleries
Travel Partners Third party private contractors who
owns cars/buses/trucks/SUVs
Design Partners Decorators/ Interior Designers- mostly
firms – private as well as commercial
Hospitality Partners Caterers/ Restaurants that offer catering
Support Partners Event photographers/ Sound system
providers/ Private security agencies/
Housekeeping staff providers/ travel
escort providers
List of different partners & their descriptions
Role Job Requirement Remuneration (CTC)
Senior Manager,
Event management
5+ years of relevant
experience in event
management,
MBA/PGDM preferred,
good accounting skills,
good communication
skill, knowledge of HR
functions
6-8 lpa
Head,
Venue & Operations
3 or above years of
relevant experience,
MBA/PGDM in
operations, Good
communication skill,
Knowledge of IT
systems
4-6 lpa
Business Head,
Hospitality & Admin
3 or above years of
relevant experience in
hospitality industry,
4-6 lpa
Exhibit -6
Exhibit -7

14. MBA/PGDM/Hotel
Management graduate,
Knowledge of IT
systems, Good
communication skill,
Good in handling
accounts
Front Line Executives Good communication
skill, Comfortable in
travelling to other cities,
Sales orientation,
Knowledge of local
market
1.2-1.5 lpa
Job Description for recruiting new employees*
*The salaries and roles are designed aligning with Glassdoor.com, Indeed.com, and Payscale.com etc.
websites reviews
Benefits of IaaS
(Source: http://oracle-help.com/oracle-cloud/cloud-computing-stack-saas-paas-iaas/)
Exhibit -8

15. Benefits of SaaS
(Source: https://www.brainvire.com/reasons-saas-business-getting-popular-days/)
Advertising Media Type Rates(INR)
Business Outlook
Magazine
Full Page 360000.00
Business India
Magazine
Half Page Horizontal 325000.00
Business Today Full Page 470000.00
Economy India Full Page 70000.00
Fortune India Half Page Horizontal 500000.00
Sub-Total 1725000.00
CNBC TV Ad 10sec, 5 spots, 7 days 300000.00
NDTV Profit 10 sec, 8-11 pm spots, 7 days 260050.00
Newspaper Pamphlets
Exhibit -9
Exhibit -10

16. Economic Times Delhi NCR Edition, Page 5,
Color, 36 sq. cm
82080.00
Financial Express Delhi NCR Edition, back page,
Color, 64 sq. cm
43200.00
The Hindu All Edition, Page 3, Color, 50 sq.
cm
563000.00
Total 2973330.00
The Total Advertising Expense at one time would be nearly Rs. 30
lakhs approx.
Total estimated advertisement expense
(Source: http://magazine.releasemyad.com/print/india-today,
https://www.outlookindia.com/pages/ratecard/OutlookMoney, http://www.davp.nic.in/Em_rcav.html,
https://www.bhavesads.com/the-hindu/display-ad-rates, http://www.businessindiagroup.com/bi-
rates.aspx)
Total estimated employee salaries
Exhibit -11

17. New Customer Growth Rate – Team BrewCrew Analysis
Primary Survey (oVRtime)
Exhibit -12
Exhibit -13
Exhibit - 14
50 responses

18. 50 responses
50 responses
50 responses
50 responses

19. Primary Survey (Eventia)
Exhibit - 15
50 responses
50 responses
50 responses