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Bulk SMS Market in India
1. BULK SMS: A BUSINESS ANALYSIS PRESENTED BY: PRASHANT SAXENA
2. INDIAN MARKET OPPORTUNITY Perceived Value - Perceived value of a VAS depends on perceived rather than the actual utility to the end user: BRAND ASSOCIATIONS Practical Value - Practical value is completely based on tangible benefits derived from the service: REVENUE SHARING Source - MobilePundit, IMRB, Isuppli
9. BEHAVIOR BELIEFS ATTITUTDE TOWARDS FOR BEHAVIOR NORMATIVE BELIEF SUBJECTIVE NORM INTENTION BEHAVIOR CONSUMER BEHAVIOR FOR BULK SMS CONTROL BELIEFS PERCEIVED BEHAVIORAL CONTROL ACTUAL BEHAVIORAL CONTROL
10. CONSUMER BEHAVIOR FOR BULK SMS TOTAL BEHAVIORAL ATTITUDE – SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE (3*0.8) + (-5*0.9) + (-4*0.6) + (2*0.8) + (4*0.9) + (-3*0.6) = -1.1 (Slightly Negative) Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit
11. CONSUMER BEHAVIOR FOR BULK SMS TOTAL SUBJECTIVE NORM – SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE (4*0.7) + (-2*0.9) + (3*0.5) + (3*0.3) = 3.4 (Moderately Positive) Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit
15. Visionary Leadership Corporate Memberships, SMS Surveys, User Generated Product Ideas, etc PhoneLinx Communications, Solix Technologies, Innova Health Systems Ltd, Netstart Technologies & Eastern Michigan University Futuristic Prospects INDYAROCKS Core Values & Concepts K-Capital, Hyderabad 10k Marathon, TiE-ISB Connect, Online short film festival and VLSI International Conference Customer- Driven Excellence Social Money – SMS & Video No SPAMMING “Friends Network" only Highly Targeted & Profile Based Valuing Partners
16. SENDING SMS or UPLOADS – 10 P BULK SMS PORTAL SMS OR VIDEO SERVICES RECEIVING SMS or VIEWS – 10 P REVENUE SHARING PER SMS INDYAROCKS SOCIAL MONEY TELECOM PROVIDER ADVERTISER “40% ACTIVE SMS USERS PAID BLOGS 5 – 10 sec & 40 Characters Ads 2 Million Users & 28 min average time spend” – KALYAN MANYAM
17. Social Money Introduction – 20 Sept, 2007 User Revenue sharing program for Fropper? SOCIAL MONEY IMPACT
26. Message Consumer Attention Consumer Attitudes Content Personalization Consumer Control Consumer Intention Perceived Media Usefulness Ease of Use Consumer Behavior Device Technology Transmission Process Product Fit Media Cost SMS ADVERTISING MODEL Peer Influence THE CORPORATE BULKSMS ADVERTSING MODEL – A PERSPECTIVE
27. SMS ADVERTISING MODEL – MESSAGE CONTENT Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing
28. SMS ADVERTISING MODEL – MESSAGE PERSONALIZATION Source: R.T. Watson, et al., Electronic Commerce: The Strategic Perspective, Dryden, Fort Worth, TX, 2000.
29. SMS ADVERTISING MODEL – CONSUMER CONTROL Source: CNN, New Switching Rules May Trash Millions of Cell Phones, Cable Network News (October 31), 2003.
30. SMS ADVERTISING MODEL – DEVICE TECHNOLOGY Source: H.M. Yunos, J.Z. Gao, S. Shim, Wireless advertising challenges and opportunities,
31. SMS ADVERTISING MODEL – DEVICE TECHNOLOGY Source: F. Newell, K.N. Lemon, Wireless Rules – New Marketing Strategies for CRM
32. SMS ADVERTISING MODEL – PRODUCT FIT Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing
33. SMS ADVERTISING MODEL – PRODUCT FIT *Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.
34. SMS ADVERTISING MODEL – CONSUMER BEHAVIOR *Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.
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