Mobile has dramatically changed the way
Indians engage in the Internet with profound changes to day-to-day
behavior including networking, shopping, entertainment, commerce etc.
One of the changes poised to represent a rather significant Value-added
Service (VAS) application is mobile marketing. With the world's
third-largest Internet user-base at over 137 million, brands and
advertisers can greatly improve their reach by targeting consumers via
the mobile channel. The Indian middle class consumer is anticipated to
grow to 300 million. With its current 930 million cellular phone users,
this represents a considerable addressable market for targeting
advertisements, anytime, anywhere within the Indian subcontinent.
This research evaluates the Indian mobile marketplace including the impacts of 3G and mobile VAS applications. The report analyzes the unique mobile marketing ecosystem in India with a focus on the major players and a value chain evaluation. The report assesses the competitive advantages and challenges of entering the Indian mobile advertising marketplace. The research also addresses growth drivers and provides case study analysis.
The report provides analysis of the potential for marketing within the very important the rural and less affluent demographic, which is a very important segment due to the large population of users in that class. The report provides market projections for various key aspects within mobile marketing including mobile VAS usage and mobile user behaviors. The report concludes with strategic recommendations critical for anyone within the Indian mobile marketing ecosystem.
Selected Report Findings:
Published: October 2012 No. of Pages: 73
Price: Single User: US $ 995 Corporate User: US $ 2995
Table of Contents
1.0 INTRODUCTION 6
1.1 DIFFERENCE BETWEEN MOBILE MARKETING AND INTERNET MARKETING 7
2.0 INDIAN MOBILE MARKETPLACE OVERVIEW 8
2.1 MOBILE SUBSCRIBER DENSITY 2012 IN INDIA: URBAN VS. RURAL ANALYSIS 8
2.2 MOBILE MARKET GROWTH DRIVER IN INDIA 2012-2016 10
2.3 INDIAN 3G MOBILE MARKET ANALYSIS 2012-2016 10
2.3.1 3G OUTLOOK DRIVERS IN INDIA 11
2.3.2 3G OUTLOOK ROADBLOCKS IN INDIAN MARKET 11
2.3.3 MOBILE VALUE ADDED SERVICES (MVAS) MARKET ANALYSIS 2012-2016 12
2.3.4 SUCCESS FACTORS FOR 3G IN INDIA 14
3.0 MOBILE MARKETING PARADIGM AND PREDICTION ON INDIA MARKET 15
3.1 MESSAGING TYPE 15
3.2 BROWSER TYPE 15
3.3 VOICE TYPE - MARKETING USING VOICE LINES/CALLS 15
3.4 EMERGING TYPE 16
4.0 CUSTOMIZED MOBILE MARKETING ECOSYSTEM IN INDIA 17
4.1 ECOSYSTEM AND ECOSYSTEM PLAYER ANALYSIS 17
4.1.1 MULTIPLAYER IN ECOSYSTEM 17
4.1.2 RESPONSIBILITY SHARING BETWEEN OPERATORS & ADVERTISERS 17
4.1.3 REVENUE DISTRIBUTION 17
4.2 THE VALUE CHAIN ANALYSIS 17
4.2.1 CREATIVE 18
4.2.2 BUILD 18
4.2.3 AGGREGATION, DELIVERY AND MEASUREMENT 18
5.0 COMPETITIVE BUSINESS ADVANTAGE OF ENTERING IN INDIA MOBILE MARKET 20
5.1 CONNECT TO YOUR TARGET 20
5.2 PERSONALIZATION IN NATURE 20
5.3 MARKET SPEEDINESS 20
5.4 DISTRIBUTION AND WIDER REACH 21
5.5 GUARANTEED ROI 21
5.6 MARKET RESPONSE RATES AND EFFECTIVENESS 21
5.7 TWO-WAY COMMUNICATION 21
5.8 MARKET SENSATION 22
5.9 VIRAL POTENTIAL DUE TO MOBILE POPULATION DENSITY 22
6.0 EMERGING TRENDS OF INDIA MOBILE MARKET & BUSINESS POTENTIALS 23
6.1 BOOMING SMARTPHONES 23
6.2 SHOOT UP IN MOBILE INTERNET USAGE 23
6.3 MOBILE SOCNET BOOMS 23
6.4 MOBILE VIDEO CONSUMPTION SKYROCKETS 23
6.5 DIGITAL GRATIFICATION BOOMING 24
6.6 MCOMMERCE- THE REAL EMERGING MARKET 24
6.7 REGIONAL APPS MARKET 24
6.8 SMS AND VOICE WILL TAKE ON THEIR PERMISSIBLE & INNOVATIVE AVATARS 25
7.0 REAL GROWTH DRIVERS OF INDIAN EMERGING MOBILE MARKET SPACE 26
7.1 HIGH PENETRATION OF MOBILE PHONES 26
7.2 CONSUMER ORIENTED BUSINESS MODEL 26
7.3 USAGE OF VOICE AS A MEDIA FOR MOBILE MARKETING 26
8.0 INDIAN MOBILE MARKET CHALLENGES 27
8.1 LACK OF CUSTOMIZATION OF MOBILE ADVERTISEMENTS 27
8.2 HIGH PENETRATION OF CHEAPER HANDSETS 27
8.3 LIMITED USAGE OF GPRS/WAP 27
8.4 DO-NOT-DISTURB REGISTRY AND SPECTRUM REQUIREMENTS 27
8.5 LIMIT ON SMS 27
8.6 LACK OF KNOWLEDGE AMONG USERS AND MARKETERS 28
8.7 LACK OF REGULATIONS FOR MARKETERS 28
8.8 INCONSISTENCY OF EXECUTION 28
8.9 MEASUREMENT AND CONVERSION RATES 28
8.10 NON-AVAILABILITY OF MARKETING DATA 29
8.11 HIGH DATA CHARGES ON THE INTERNET 29
9.0 CASE STUDIES ON INDIA MARKET 30
9.1 SPRITE - A COCA COLA COMPANY & MOBILE2WIN VENDOR CASE ANALYSIS 30
9.2 DOMINO'S & MOBILE2WIN VENDOR CASE ANALYSIS 32
9.3 CRICKET NIRVANA MOBILE ADVERTISING WITH MKHOJ SUCCESS CASE ANALYIS 33
9.4 MOTOROLA'S MOTOZONE USER CASE ANALYSIS 34
9.5 THUMS UP-THUNDER WHEEL SMS CONTENT SUCCESS STORY ANALYSIS 36
9.6 REEBOK - JERSEY GIFT CONTEST CASE ANALYSIS 38
9.7 STANDARD CHARTERED BANK - MOBILE VIRAL SUCCESS CASE ANALYSIS 40
9.8 BRITANNIA LITTLE HEARTS - MANY CONNECTION CASE SUCESS 40
9.9 FAIR & LOVELY SCHOLARSHIP & CSR COMPETITION CASE ANALYSIS 42
10.0 RURAL MOBILE MARKETING APPROACH IN INDIA 46
10.1 BEHTAR ZINDAGI OF HANDYGO TECHNOLOGIES REMARKABLE SUCCESS CASE IN RURAL INDIA 47
10.1.1 DIAL RURAL MARKET FROM YOUR MOBILE 48
10.1.2 MAKING A LONG CALL 49
10.1.3 THINKING OUT-OF-THE-BOX 49
10.1.4 CALL-DROPS 50
10.2 IVR VS. SMS: EFFECTIVE MODES OF COMMUNICATION IN RURAL MARKET 50
11.0 INDIA MOBILE MARKET PROJECTIONS 2012-2017 52
11.1 MOBILE AD SPENDING 2012 - 2017 52
11.2 VAS USAGE STATISTICS 2012 FOR RURAL INDIA 53
11.3 OVERALL INDIA MOBILE INDUSTRY PREDICTION 2012-2017 53
11.4 INDIAN MOBILE USER BEHAVIORAL STATISTICS 2012 53
11.5 TASK PERFORMED WITH MOBILE: STATISTICS ON INDIAN USER 2012 54
11.6 USAGE OF MOBILE WHILE PERFORMING OTHER TASK BY INDIAN USER 2012 54
11.7 MALE VS. FEMALE SMARTPHONE HABITS OF INDIAN MOBILE USER 2012 STATISTICS 55
12.0 STRATEGIC RECOMMENDATIONS FOR ECO-SYSTEM MARKET PLAYER TO GRAB MOBILE MARKETING OPPORTUNITIES IN INDIA 56
12.1 BEST PRACTICES 56
12.1.1 WHAT'S YOUR STRATEGY? 56
12.1.2 REMEMBER THE BASICS - TARGETED AND VALUABLE 56
12.1.3 WHERE ARE THE BOUNDARIES? 56
12.1.4 TREAT IT AS A UNIQUE MEDIUM 56
12.1.5 ASK FOR AND OBTAIN CONSENT 56
12.1.6 PROVIDE NOTICE 57
12.1.7 KEEP IT SECURE 57
12.1.8 KNOW THE DO'S AND DON'TS OF VIRAL MESSAGING 57
12.1.9 SEEK THE ADVICE OF INDIAN LEGAL COUNSEL 57
12.1.10 BUT BEFORE JUMPING INTO MOBILE MARKETING ENDEAVORS, IT MAY BE HELPFUL TO CONSIDER SOME BASIC QUESTIONS: 57
12.1.11 ACCEPTED GUIDELINES TO FOLLOW: 57
12.1.12 STEPS TO FOLLOW 58
12.2 PERFORMANCE MEASUREMENT 59
12.2.1 MOBILE-SPECIFIC METRICS 59
12.2.2 ESSENTIAL BUSINESS PROCESSES 60
12.2.3 KEY TAKEAWAYS 62
12.3 FUTURE TRENDS 64
12.3.1 INTELLIGENT AGENTS: 64
12.3.2 FUTURE OF INTELLIGENT AGENTS 65
12.3.3 COMPUTATIONAL MODELS OF EMOTION. 66
12.3.4 MOOD READER. 67
12.4 PROPOSED SOLUTION 67
12.4.1 DESCRIPTION OF PRODUCT 67
12.4.2 HOW THE APPLICATION WORKS 68
12.4.3 USER'S PROFILE 68
12.4.4 MOOD READER 69
12.4.5 LOCATION DETECTOR 69
12.4.6 ACTIVITY GENERATOR 69
12.4.7 CRITICAL SUCCESS FACTOR 70
12.5 A SNEAK PEEK INTO THE FUTURE 71
12.5.1 ONE NORMAL DAY IN THE FUTURE 71
List of Figures
This research evaluates the Indian mobile marketplace including the impacts of 3G and mobile VAS applications. The report analyzes the unique mobile marketing ecosystem in India with a focus on the major players and a value chain evaluation. The report assesses the competitive advantages and challenges of entering the Indian mobile advertising marketplace. The research also addresses growth drivers and provides case study analysis.
The report provides analysis of the potential for marketing within the very important the rural and less affluent demographic, which is a very important segment due to the large population of users in that class. The report provides market projections for various key aspects within mobile marketing including mobile VAS usage and mobile user behaviors. The report concludes with strategic recommendations critical for anyone within the Indian mobile marketing ecosystem.
Selected Report Findings:
- Mobile Ad Spending will reach INR 1725.64 by 2017
- 77% of Mobile Internet User are heavily using Apps to ease their daily lives
- 73% of Mobile Subscriber performing multiple function in mobile while they watching TV
- 3G subscriber will grow by 30% CAGR in coming 5 years and continue to be important to mobile marketing
- Airtel
- Britannia
- Cadbury's
- Coca Cola
- Cricket Nirvana
- Domino's
- Dove
- HandyGo
- mGinger
- Mobile2Win
- Motorola
- Nike
- Reebok
- Reliance Mobile
- Sprite
- Standard Chartered Bank
- Tata docomo
- ThumsUp
- Vodafone
- Mobile network operators
- Mobile marketing companies
- Brands and advertising agencies
- Media, portals, and online news
- Enterprise companies of all types
- Application and content providers
- Government and regulators in India
Published: October 2012 No. of Pages: 73
Price: Single User: US $ 995 Corporate User: US $ 2995
Table of Contents
1.0 INTRODUCTION 6
1.1 DIFFERENCE BETWEEN MOBILE MARKETING AND INTERNET MARKETING 7
2.0 INDIAN MOBILE MARKETPLACE OVERVIEW 8
2.1 MOBILE SUBSCRIBER DENSITY 2012 IN INDIA: URBAN VS. RURAL ANALYSIS 8
2.2 MOBILE MARKET GROWTH DRIVER IN INDIA 2012-2016 10
2.3 INDIAN 3G MOBILE MARKET ANALYSIS 2012-2016 10
2.3.1 3G OUTLOOK DRIVERS IN INDIA 11
2.3.2 3G OUTLOOK ROADBLOCKS IN INDIAN MARKET 11
2.3.3 MOBILE VALUE ADDED SERVICES (MVAS) MARKET ANALYSIS 2012-2016 12
2.3.4 SUCCESS FACTORS FOR 3G IN INDIA 14
3.0 MOBILE MARKETING PARADIGM AND PREDICTION ON INDIA MARKET 15
3.1 MESSAGING TYPE 15
3.2 BROWSER TYPE 15
3.3 VOICE TYPE - MARKETING USING VOICE LINES/CALLS 15
3.4 EMERGING TYPE 16
4.0 CUSTOMIZED MOBILE MARKETING ECOSYSTEM IN INDIA 17
4.1 ECOSYSTEM AND ECOSYSTEM PLAYER ANALYSIS 17
4.1.1 MULTIPLAYER IN ECOSYSTEM 17
4.1.2 RESPONSIBILITY SHARING BETWEEN OPERATORS & ADVERTISERS 17
4.1.3 REVENUE DISTRIBUTION 17
4.2 THE VALUE CHAIN ANALYSIS 17
4.2.1 CREATIVE 18
4.2.2 BUILD 18
4.2.3 AGGREGATION, DELIVERY AND MEASUREMENT 18
5.0 COMPETITIVE BUSINESS ADVANTAGE OF ENTERING IN INDIA MOBILE MARKET 20
5.1 CONNECT TO YOUR TARGET 20
5.2 PERSONALIZATION IN NATURE 20
5.3 MARKET SPEEDINESS 20
5.4 DISTRIBUTION AND WIDER REACH 21
5.5 GUARANTEED ROI 21
5.6 MARKET RESPONSE RATES AND EFFECTIVENESS 21
5.7 TWO-WAY COMMUNICATION 21
5.8 MARKET SENSATION 22
5.9 VIRAL POTENTIAL DUE TO MOBILE POPULATION DENSITY 22
6.0 EMERGING TRENDS OF INDIA MOBILE MARKET & BUSINESS POTENTIALS 23
6.1 BOOMING SMARTPHONES 23
6.2 SHOOT UP IN MOBILE INTERNET USAGE 23
6.3 MOBILE SOCNET BOOMS 23
6.4 MOBILE VIDEO CONSUMPTION SKYROCKETS 23
6.5 DIGITAL GRATIFICATION BOOMING 24
6.6 MCOMMERCE- THE REAL EMERGING MARKET 24
6.7 REGIONAL APPS MARKET 24
6.8 SMS AND VOICE WILL TAKE ON THEIR PERMISSIBLE & INNOVATIVE AVATARS 25
7.0 REAL GROWTH DRIVERS OF INDIAN EMERGING MOBILE MARKET SPACE 26
7.1 HIGH PENETRATION OF MOBILE PHONES 26
7.2 CONSUMER ORIENTED BUSINESS MODEL 26
7.3 USAGE OF VOICE AS A MEDIA FOR MOBILE MARKETING 26
8.0 INDIAN MOBILE MARKET CHALLENGES 27
8.1 LACK OF CUSTOMIZATION OF MOBILE ADVERTISEMENTS 27
8.2 HIGH PENETRATION OF CHEAPER HANDSETS 27
8.3 LIMITED USAGE OF GPRS/WAP 27
8.4 DO-NOT-DISTURB REGISTRY AND SPECTRUM REQUIREMENTS 27
8.5 LIMIT ON SMS 27
8.6 LACK OF KNOWLEDGE AMONG USERS AND MARKETERS 28
8.7 LACK OF REGULATIONS FOR MARKETERS 28
8.8 INCONSISTENCY OF EXECUTION 28
8.9 MEASUREMENT AND CONVERSION RATES 28
8.10 NON-AVAILABILITY OF MARKETING DATA 29
8.11 HIGH DATA CHARGES ON THE INTERNET 29
9.0 CASE STUDIES ON INDIA MARKET 30
9.1 SPRITE - A COCA COLA COMPANY & MOBILE2WIN VENDOR CASE ANALYSIS 30
9.2 DOMINO'S & MOBILE2WIN VENDOR CASE ANALYSIS 32
9.3 CRICKET NIRVANA MOBILE ADVERTISING WITH MKHOJ SUCCESS CASE ANALYIS 33
9.4 MOTOROLA'S MOTOZONE USER CASE ANALYSIS 34
9.5 THUMS UP-THUNDER WHEEL SMS CONTENT SUCCESS STORY ANALYSIS 36
9.6 REEBOK - JERSEY GIFT CONTEST CASE ANALYSIS 38
9.7 STANDARD CHARTERED BANK - MOBILE VIRAL SUCCESS CASE ANALYSIS 40
9.8 BRITANNIA LITTLE HEARTS - MANY CONNECTION CASE SUCESS 40
9.9 FAIR & LOVELY SCHOLARSHIP & CSR COMPETITION CASE ANALYSIS 42
10.0 RURAL MOBILE MARKETING APPROACH IN INDIA 46
10.1 BEHTAR ZINDAGI OF HANDYGO TECHNOLOGIES REMARKABLE SUCCESS CASE IN RURAL INDIA 47
10.1.1 DIAL RURAL MARKET FROM YOUR MOBILE 48
10.1.2 MAKING A LONG CALL 49
10.1.3 THINKING OUT-OF-THE-BOX 49
10.1.4 CALL-DROPS 50
10.2 IVR VS. SMS: EFFECTIVE MODES OF COMMUNICATION IN RURAL MARKET 50
11.0 INDIA MOBILE MARKET PROJECTIONS 2012-2017 52
11.1 MOBILE AD SPENDING 2012 - 2017 52
11.2 VAS USAGE STATISTICS 2012 FOR RURAL INDIA 53
11.3 OVERALL INDIA MOBILE INDUSTRY PREDICTION 2012-2017 53
11.4 INDIAN MOBILE USER BEHAVIORAL STATISTICS 2012 53
11.5 TASK PERFORMED WITH MOBILE: STATISTICS ON INDIAN USER 2012 54
11.6 USAGE OF MOBILE WHILE PERFORMING OTHER TASK BY INDIAN USER 2012 54
11.7 MALE VS. FEMALE SMARTPHONE HABITS OF INDIAN MOBILE USER 2012 STATISTICS 55
12.0 STRATEGIC RECOMMENDATIONS FOR ECO-SYSTEM MARKET PLAYER TO GRAB MOBILE MARKETING OPPORTUNITIES IN INDIA 56
12.1 BEST PRACTICES 56
12.1.1 WHAT'S YOUR STRATEGY? 56
12.1.2 REMEMBER THE BASICS - TARGETED AND VALUABLE 56
12.1.3 WHERE ARE THE BOUNDARIES? 56
12.1.4 TREAT IT AS A UNIQUE MEDIUM 56
12.1.5 ASK FOR AND OBTAIN CONSENT 56
12.1.6 PROVIDE NOTICE 57
12.1.7 KEEP IT SECURE 57
12.1.8 KNOW THE DO'S AND DON'TS OF VIRAL MESSAGING 57
12.1.9 SEEK THE ADVICE OF INDIAN LEGAL COUNSEL 57
12.1.10 BUT BEFORE JUMPING INTO MOBILE MARKETING ENDEAVORS, IT MAY BE HELPFUL TO CONSIDER SOME BASIC QUESTIONS: 57
12.1.11 ACCEPTED GUIDELINES TO FOLLOW: 57
12.1.12 STEPS TO FOLLOW 58
12.2 PERFORMANCE MEASUREMENT 59
12.2.1 MOBILE-SPECIFIC METRICS 59
12.2.2 ESSENTIAL BUSINESS PROCESSES 60
12.2.3 KEY TAKEAWAYS 62
12.3 FUTURE TRENDS 64
12.3.1 INTELLIGENT AGENTS: 64
12.3.2 FUTURE OF INTELLIGENT AGENTS 65
12.3.3 COMPUTATIONAL MODELS OF EMOTION. 66
12.3.4 MOOD READER. 67
12.4 PROPOSED SOLUTION 67
12.4.1 DESCRIPTION OF PRODUCT 67
12.4.2 HOW THE APPLICATION WORKS 68
12.4.3 USER'S PROFILE 68
12.4.4 MOOD READER 69
12.4.5 LOCATION DETECTOR 69
12.4.6 ACTIVITY GENERATOR 69
12.4.7 CRITICAL SUCCESS FACTOR 70
12.5 A SNEAK PEEK INTO THE FUTURE 71
12.5.1 ONE NORMAL DAY IN THE FUTURE 71
List of Figures
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