This document outlines a growth plan to achieve 10 million monthly active users for a new over-the-top (OTT) player in India. It identifies key customer segments including those without internet access or using feature phones. The plan involves developing offline and desktop versions to access users without internet. It also recommends driving traffic from non-users to the landing page through advertisements and partnerships. Additional strategies include simplifying the signup process, engaging users through notifications and new content, and making the product viral by integrating with contacts and allowing sharing through alliances.
Insurers' journeys to build a mastery in the IoT usage
Go to Market Plan for new OTT players in India
1. Go to market and User Growth Plan
for OTT @ India
SUMAN MISHRA
2. New OTT Player : Towards 10 million MAU
People visit the landing page
(Desktop and mobile)
DISCOVERY
People turn Customers. Enter their
credentials : email id or mobile number
SIGNUPS
Customers come back to service. Use
the features of the product.
ENGAGEMENT
Customers talk about our product and
bring their network to the product.
VIRAL
10,000,000
MAU
Note: Not including Revenue in the current discussion
3. A bit about the “probable” customer
16%
Have
internet Access
84%
Don’t
have
Internet
Access
Mobile handset
Is a Smart Phone
19%
81%
Feature Phone
12%
88%
Don't access internet
from mobile
Access internet
From
Mobile
4. Defining the value and positioning.. Discn needed
Value
Bringing friends together ?
Publishing platform for companies ?
Generating content ?
Free international calls ?
Market and Positioning
What’s the differentiator?
5. Key Observations
Substantial portion of the target segment ( youth) offline
Trend of Mobile only and mobile first internet users
Out of those who are online, majority have feature phone
Those who have access to mobile internet and have smart Phone are
using it for communication, Facebook, search, entertainment apart
from messaging APP
The messaging APP has low entry barrier, and exit/switching cost
Messaging APP in the market showing uptake because of
Content Push like Twitter, WeChat
Incumbents like G+, FB, Skype
Device Push like Nimbuzz, ChatOn
Bringing friends together
Niche values : skills (LinkedIn)
6. Key Propositions….
…(1/2)
16%
84%
Don’t
have
Internet
Access
Should we not get them as
customer before they onboard the
internet ?
OFFLINE and DESKTOP Plan
Need
19%
81%
Feature Phone
Should we not get them as
customer before they onboard to
smart Phone?
Should they be excluded from
the network of friends ?
FEATURE PHONE Plan Need
A
7. Key Propositions….
…(2/2)
Use Messaging App
29%
A
On Mobile Internet
but not using
messaging App
71%
Drive the users on mobile
internet towards the OTT
Switch strategy for those
already on messaging APP
On boarding and Switch Plan
S
W
• Brand name
• R&D ?
• Japan as test bed
• Lost first mover advt
• Desktop version
• Feature Phone version
• Device relationship
O
T
• Untapped market
• Mobile first and
mobile only
• Enterprise Comn
• Low Switching cost
• Sustenance cost
• Incumbent players
• Regulations
• Loyal competitor base
8. Offline and Desktop Plan
Capture the “untapped” market – offline customers
Customers should be able to access a variant of product without
internet
Hook to move to evolved version of product
Desktop customers
Low touch version of product – browser (non downloadable)
Can do more in less – provide them the option to send email, browse
interesting content , communicate and share
Carry the signup, network and their content to mobile
9. Driving the TG to the OTT landing page
Relevant Targeted Web advertisements
Channel / Alliance
Operator touch points
Buy
Liaise with existing gateway and players
Operator branded
Build
Create an offline version of product . Make India the test bed and beach front strategy*
#USSDversionofproduct
Use CDR to create account ** #OTTaccountcreationusingcdrrevivethediscsn
Device and OEM Channel
#seedingthemarketwithplayerslikehuawei #revivethediscussion
Retail
Select Wi-Fi Channels
Content value chain
Being their distribution arm*** #secondscreen #settopbox #nookialifetools
10. From Visits and downloads to signups
Slim client
Create a log out version of the product* #revivethediscntwtr
Minimal steps to sign on
Getting back to visitors who didn’t sign up but not create the
“irritation”
11. From signups to Usage
Push
Send a reminder of the account inactivity
Tell about new features in product
Tell about new friends who have joined
Pull
Alerts/Reminders: Birthday , Events
Ride on the wave of users on internet already
New Content
Utilities, Search
12. From usage to making it viral
Should create a buzz when they use the product
Low touch in pulling in friends
Integrate with Call records
Integrate with Address Book* #createoptionforphonebookoncloud
Alliance with non competing players example “slideshare” , “quora”
13. Appendix
Dipstick on where we are today …
About the competitors ..
About the complementors…
What we could learn from others…