T

1. MOBILE USER GROWTH PLAN FOR E-commerce
players in India
SUMAN KUMAR MISHRA

2. Foreword
 Scope:
◦ This defines the user growth and engagement plan.
◦ By user we mean the end user ( and not the suppliers, who
are our different set of customer as well)
◦ Detailing – costing depends on internal decisions – will need
inputs

3. Mapping the strategies for user
growth..
S5
S6
Existing E-
com
user
( Desktop)
S
1
DISCOVER
Y
ONBOARDING
USAGE &
TRANSACTION
S
7 REFERRA
L
S[x] refers to strategy for that segment- which is explained later
MOBILE USER
Ecom next set of
Customers

4. Translating the desktop impact to mobile
 Customer Segment on Desktop E-commerce
 Alliance / Channel
 Intel App Store
 Browser OS
 Laptop/Netbook/Desktop
 Targeted promotion on Facebook and relevant digital properties
 Tie up with landing page for dongles **included in Telecom operator alliance
 Web Registration
◦ What?
 Create Tools to onboard customers who are on Desktop to mobile platform for E-com.
Import their registration and user details to mobile platform.
◦ Why?:
 Evolve existing customer to mobile
 Maximise the impact of any future web spending
◦ How?
 Tie up with web development agencies [S1]
 Do Trial launches – calibrate results – do more refinements
 LINK up and Ride on Social media audience
◦ Use FB registration details for on boarding [S5]
 Let people know when customer has bought with permissions [S7]
◦ Pull in customers and drive engagement
 Reverse bidding or generate some content ( example price in context of reverse bidding)
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5. Alliance with Telecom Operator
 Tie up with Telecom operators to
◦ Create version of “market place “ – walled garden approach
◦ Define the “exclusive” value proposition
 Why
◦ To ride on their reach – and get new customers
◦ To use their bandwidth for recurring promotion example
 SMS, PCN, BOD, IVR, Retail, WAP, App store, STK, Digital property
◦ To employ telecom billing
◦ Reaching the right customer : Customer screening
 How
We have to create the “operator” branded service and then it should
be managed. So we have 2 decisions to make
◦ Build versus ride on someone’s platform
 For the offline customers: USSD , SMS App store (S2)
 For online customers: WAP, APP market place (S3;S4)
◦ Manage your own our outsource your service
 Can Tie up with managed service providers to look after the platform or do it on your
own.
 Telecom authorities demand certain level of parameters on
availability, scalability, regulations, need rep from vendor side for their system
upgrades
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6. Some exclusive Telecom operator alliance
 Snap Deal account creation using Operator logs
◦ Using select CDR with customer permission to create E-
commerce accounts
◦ Needs Telecom operator help for KYC and reaching the till
now “ unreached” segment for E-commerce
◦ Create account based on call logs
◦ Organize contest to help create these accounts
◦ Incentivise on creation of account and purchases **Will detail this
in our discussion
 Shop more Talk more – close example T24
◦ Example : Power shop.airtel. In

7. Alliance with OEM
 What?
◦ Explore the seeding opportunity of mobile applications in
some devices or chipsets
◦ The discovery which is the main issue would be solved
 Why?
◦ To ride on the wave of some device popularity
◦ To target a section of market which are online but don’t have
smart phone
◦ To drive usage along with discovery
 How?
◦ Tie up with chipset companies like MediaTek
◦ Tie up with device for bundling like Spice or Micromax or
Kaboom
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8. Alliance with Enablers
 What ?
◦ Enablers
 Payment Gateways or mobile payments: Example Oxicash or
banking payment gateways to Maximise the conversion from
Sales from system POV to cash collection
 Rating agencies : To profile customer based on their credit ratings
 Predictive engines: To identify the probable customer or next
purchase- deployed on mobile and desktop internet
 Link up with Device Address Book(for mobile app) : [S7]
 Product videos , image recognitions ( Snaptell, Slyce, Amazon’s
Flow) , mobipocket (Amazon acqd)
 Why?
◦ These assist in Sales
 How ?
◦ Using their public or private API’s – Vendor selection
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9. Emerging hooks
 Alliance with Hike
◦ Use “location” , “community buying” , “ telecom billing “ , “ customer profiling “
advantage
◦ Compare OTT market in India with
 New and looking for alliance : Mxit
 Active user base : WeChat, Line, ChatOn, Nimbuzz, Skype
 $/ customer , demographics
 Twitter synergy
◦ Twitter looking for moving into E-commerce as well – exploratory – need to
check the responsibilities across
◦ Who would be handling the collection of money from customer
◦ Exclusivity
 Tapping the emotion of “gifting”
◦ Tie up with Remittance – click to gift
◦ Tie up with Skype
◦ Tie up with “Giftlease” or similar players
 Ally up with “Internet.org” (and related)
◦ Riding on the wave of mobile first internet users
◦ Getting to share the tools, knowledge and best practices
◦ Relationships with FB, Opera, Samsung, MediaTek/Qualcomm, Ericsson

10. Promotions on other channels
All ATLs promotions should have call to action (On
Neilsen’s report on kind of advertisement which
would draw maximum conversion )
◦ Television #Secondscreenusage
◦ Retail #Roadshows #targeted #calltoaction
◦ Advertising agencies/ mobile Platforms

11. Low Focus channels
 FM Radio
 Emailer’s
 Offline medium : Example hoardings

12. Essentially- this should be the Customer
view
MOBILE
VIRAL
Winning the
Customer

13. Appendix

14. Customer Segment: Desktop / PC
 Objective: Discovery + Acquisition+ Usage + hook to bring them to mobile
 Channels/ Touch Points/Discovery
◦ The landing page when one gets connected to Internet – tie up with Tata
Photon, MTS, Airtel , Wifi pages ( connect with NPD at Reliance Jio)
◦ Apps on dongle (example Airtel 4G) App store
◦ Desktop/Notebook OS : App ( create offline version as well): Get a PR
◦ Devices : example HP has snapfish in favourite by default . Similar strategy for E-
commerce has to be worked out
◦ Devices: Create apps like shopping cart pre-installed
◦ Relevant digital properties – tie up with IRCTC ? Tie up with Banks website ex ; ICICI ?
◦ Be the shopping unit for Live.com or Yahoo
 Priority
 Once on landing page – how do you acquire customers
◦ Use FB/Google API for registration
◦ Use mobile number
 Once registered how do you engage
◦ Updates on apps ( dongles, desktop OS )
◦ Buy versus Build: Read their shopping cart app , tell them what their network has just
bought , tell them about their fried who has just joined, community discount if possible
(Amazon acquired a company on this - Shoptree does something similar )
◦ Evolve them to go mobile on their chosen channel
RETURN

15. Telecom - Alliance
 Operator WAP and APP store
◦ Immediate: Vodafone ( can use location APIs too) , Airtel, Idea – later- Tata
Tele, Aircel
 Retail stores
◦ Distribute vouchers ( for registration) at select stores – operator or 3rd party
offline stores
 Select devices available only on E-commerce – both a high end
and low end example Samsung’s wearable , Micromax / xolo and
now HP (looking for partners)
 Default search button on some mobile devices ***
 Operator short codes ( USSD , SMS, IVR)
◦ For non data population – try for getting similar short codes
◦ Revenue share with operator ( not for the merchandise bought but only for
discovery and initiation of transaction or making it viral*)
 Operator SIM tool kit (WOW in TTSL)
 Relationship with Opera : for Feature phones: preinstall opera app
or put in favourites or search engine
 Shop more – Talk more : example T24 – with Operators / MVNO’s
 Integrate with Billing engines – example M-carbon – across
operators. Use their mobile spread and billing – and bring synergy
 Make browsing on E-commerce – free for some MB’s or hour or
days **– Rcom would like this

16. Enablers
 Create E-commerce Wallet
◦ Example IRCTC
 Snaptell
◦ Click an image to discover and buy – bring customers from
physical retail stores to Snap Deal
 Video Streaming – look and feel of product
 Post Office tie ups – for delivery and promotions

17. Detailing out tie up with Nokia Life Store
 Why ?
◦ Attract the segment who are on feature phone and who use or
don’t use data ( serve the products accordingly)
◦ In Nokia Browsers – target geographies like Kerala who use
the browser to maximum
◦ Target rural population who are using mobile as the medium
to access internet- drive sales in tier2,3 cities and rural
 How ?
◦ Alliance – Nokia E-commerce market place – use location,
customer information, address book linkup to cross-sell, up-
sell and make it viral