Google railwire
- 1. Google RailWire App -A Marketing Plan By Karan S. Pimpale.
- 2. Executive Summary To provide an app for better access to the RailWire Wi-Fi with a clean design and great UX and generate Income off of the app by advertising.
- 4. Company Overview Google is world’s largest search engine and also the biggest tech company in existence today. Their market positioning is beyond impressive with innovative and impressive line of apps and products that provide value and quality. Mainly Google focuses on Apps and websites and anything related to the internet.
- 5. Market Overview Google has been competing in the app industry market since its inception as they are the ones who invented Android and the Android app store. However, there are ample number of credible tech companies like Facebook, Microsoft, Snapchat, Instagram (which is basically Facebook), who have threatened Google’s near perfect app standings and creations.
- 6. Target Customers Everyone who owns a smartphone regardless of it being iOS or Android powered. Main target being people with smartphones who travel a lot by trains or spend a good amount of time on a railway station.
- 7. Goal Google is already a pioneer when it comes to internet, AI, apps, OS’s and much more which is why it is important for it to provide an app that can justify its positioning in the market.
- 8. Continued: The income which can be generated by this app considering they put one ad at the start of the app and one when the login is successful and se ads for about $50 USD, Google can easily make around 10,000,000 a day if we consider that 100,000 people travel the railways everyday. Revenue targets can be easily achieved if Google launches this app.
- 9. STRATEGY
- 10. Strategy The app will appeal to everyone with a smartphone which has a WiFi module. The app will satisfy needs of the customers like internet availability, simplistic app accessibility, less ads, fast logins and app that doesn’t eat up their ram. It will also satisfy their wants like high download speed, free internet, internet access everywhere and such.
- 11. Google being a company dedicated to providing world wide internet access, can collaborate with their own subsidiaries like providing Google as default search engine, YouTube as the default video surfing site, Drive as the primary storage destination, and Photos as the best alternative to Gallery. Thus Google, as a whole can generate more profit.
- 12. Google’s app developing team will be responsible primarily developing, as well as distributing the app. There will be a project leader and a team of developers for the app which will report to the CTO of the company, who will provide the necessary guidance and directives. The key stakes will be held by Google as a whole.
- 13. The main offering by Google will be better internet speed with a better download/upload speed than its potential competitors in the market like JoiSpot and Jio. Free internet at high speed along with quick logins through Google logins, which is already linked to your android cell phone.
- 15. Value Proposition The main objective of the app is to provide a fast way to connect to the internet. The main positioning strategy Google can use is to through Google App Store as they own it. Google’s credibility as a tech giant enables it to generate massive user bases for their apps and with todays world being obsessed with the internet, this app can make for the ultimate app people can want and need at the same time.
- 16. Google, as a whole multitude of companies in itself, doesn’t need collaborators in a field they’re already at the top of. Using Google’s wide range of apps and including them in the app as a separate section can very well work wonders for Google as a whole. A separate section where links are provided for the apps Google wants to sell, and a different version with those apps already installed can be made available.
- 17. If Google’s marketing strategy works, this can increase Google’s revenue by folds. The figures we stated earlier are just the tip of the iceberg, as Google can very well sell some more ads every now and then to generate billions in revenue, which is thousands over thousand percent profits for the stakeholders and Google itself.
- 18. TACTICS
- 19. Tactics Product Characteristics: -easy to use -free -less clutter -fast internet -less ads -easy logins to avoid redundancy -Google approved
- 20. Services: -Fast internet services -Unlimited downloads -Gmail login services -Location info to know which zones have working wifi at that instant
- 21. Brand: -The app will be called RailWire to resonate with the wifi boxes installed at the stations -The logo will be the IL and IR which will show the information exchange through internet. - Will be the official logo, as printed on the wifi router boxes installed at stations. -The Slogan of this app will be “Why get bored on railway stations when there is Railwire with us?”
- 22. Price: -The app will be free and there will not be a premium version of the app as Google has been, and plans to remain one of the ‘Good guys’ on the internet. The WiFi will be provided at maximum available speed to everyone to increase trust on the app and so people wont mind watching ads for sometime considering they’re getting free WiFi access.
- 23. Distribution -Main distribution will be through the android app store as Google owns the play store and can put RailWire on the trending, recommended, and Editor’s choice tab to boost app ratings and downloads. -Through their search engine through adWords, as Google’s adWords fetch a lot of exposure. -Through their Apps like YouTube, as ads before videos. In Maps, as a small static ad. In drive and Photos, as suggested apps to boost downloads.
- 24. IMPLEMENTATION
- 25. Infrastructure The main lead of this project will be the regional CTO who will lead a team of developers who will work on the app. The developers will report to a team leader who will report to the CTO, who will provide directives and guidance. The CEO and COO will concern themselves with the marketing and advertisements and how long the ads can be on the app. The developers will collaborate with other developers of different Google apps to expand Google’s offerings as a whole.
- 26. Processes The main objective will be to roll out the app effectively which is why the WiFI will be made available for a limited time through browser access where the user will be told to download the app to enjoy continued WiFI services. After launching the app, putting it at the best possible spot on the app store will be the next step to ensure downloads. Installing WiFi routers with Google RailWire printed on it will further position the app in the mind of people as a credible provider as it is from Google. Using other apps for advertisements will follow for more exposure.
- 27. Schedule The WiFi routers with logos will be installed first and foremost. After people start connecting to the routers, they will be redirected to a login page and told that they need the app in the future for continued access. The app will be rolled out the same day as the routers are installed to gain exponential traction. AdWord ads will be placed on searches within the region and other apps like maps will be used to show railwire logo where WiFi access is available at that instant. The app will be on trending on the playstore to attract more audience.
- 28. The advertisement will be put on the websites 3 days routers are installed to start generating revenue as son as possible. After the app gains traction and ample downloads, ads will be placed on the app to start generating good revenue. The app is free is what will be highlighted to further boost downloads and ultimately increase revenue.