Lets talk mobile
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The document discusses mobile phone usage statistics globally and in India. Some key points: - Worldwide mobile subscriber base reached 3.95 billion in 2008, accounting for 46% of the global population. - In India, mobile connections reached 343 million in 2009, with urban connections at 235 million and rural at 108 million. - The document outlines various mobile phone brand strategies in India, including their brand ambassadors and promotional activities. - It discusses the untapped potential of mobile marketing and services in India, especially in rural areas, as subscriber growth is projected to reach 500 million by 2010.
Lets talk mobile
- 1. Lets Talk Mobile Rajpal Singh MMM-04
- 2. Mobile Phones in December 2008 Worldwide there are about 800 million cable/satellite TV subscribers. 850 million registered automobiles. 950 million people use PCs. 1.2 billion fixed landline phones. 1.3 billion access the internet. There are about 1.4 billion TV sets in use. 1.5 billion people carry at least one credit card. The total worldwide mobile subscriber base is 3.95 billion (46% of world population has a mobile phone).
- 3. Nokia Brand Ambassador: Shahrukh Khan, Priyanka Chopra Promotes its executive phones in the name of E-Series to compete with Blackberry Promotes its multimedia phones under the brand of N-Series Also captures the low-end market with cheap phones with less features but high durability Nokia was the first one to provide Nokia Maps application embedded with the GPS services Provides the latest software updates and access to Nokia music store Collaborated with Ovi.com to provide online content automatically to Nokia mobiles through Nokia Ovi Suite Nokia was the first mobile equipment provider to launch its phones with OS in different Indian languages. Collaborated with Kolkata Knight Riders to increase its visibility in IPL 2 Nokia collaborated with Microsoft to enable MS Office to run on Nokia phones.
- 4. Brand Ambassador: Aamir Khan Providing free content on the mobile by collaborating with the copyright owners of Bollywood movies. For e.g Ghajini, Love Aaj Kal Promotional offers like free entry to the show of ‘10 ka dum’ Organizing contests like ‘Samsung Mobile Karaoke Festival’ Opening the Samsung Fun Club for better customer relationships. Free online software updates, tutorials and customer service Highlights the innovative features of its products through a combination of innovative advertising and branding. Established many Samsung Mobile Stores to increase the visibility of the brand SAMSUNG
- 5. Sony Ericsson Initially had Hrithik Roshan as the brand ambassador but now does not have any Promotes its music phones under the brand name of Walkman series – a pioneer in music player Promotes its camera phones under the brand name of the Cybershot – a pioneer in digital cameras Collaborated with Facebook to provide Facebook Ready Phone C903 Collaborated with MTV Roadies to start the MTV Roadies Battleground 2 Allows you to create your own mobile themes. Has come up with GreenHeart initiative to protect the environment – Naite Phone ‘ Sony Ericsson Certified Developer’ contest to motivate innovation and creativity
- 6. LG Initially had Noami Cambell as the brand ambassador Promotes its music phones under the brand name of rokr Collaborated with Social Networks and has sites Ready Phone Collaborated with Small Screen to Advertise Deepika was first Indian brand ambassador for LG mobiles Choosen John and Genelia and brand ambassador for launch of LG Cookie
- 7. Mobile Brands Business Case Positive mentions Negative mentions Sentiment insights Samsung Sony Ericsson Nokia LG
- 8. Source: Yankee Group Anywhere Consumer: 2009 Global Survey Suite, Wave 1-6 Research done for Blackberry
- 9. Monetizing mobile services Communications-centric, not entertainment-centric Source: Yankee Group Anywhere Consumer: 2009 Global Survey Suite, Wave 1-6
- 11. ** Indian population taken at approx. 1,159 million - NSSO/Census data projected for 2009 by Indicus Analytics. *** TRAI claimed 398 mn mobile connections as of end May 2009 Current Mobile Usage Status in India All Mobile Connections in India 343 million Urban Mobile Connections 235 million Urban Mobile Users 155 million Urban Households with Mobile Phone Users 55 million Rural Households with Mobile Phone Users 62 million 2.8 users per household (avg) 1.5 users per household (avg) Rural Mobile Users 95 million 1.5 connections per user (avg) 1.1 connections per user (avg) Rural Mobile Connections 108 million
- 13. Mobile Data and Communication Activities: Age Source: Pew Internet & Life Project Survey, December 2009, n=1,704 for those with cell phones or PDAs. Margin of error is +/- 3 points. Survey conducted in English
- 14. Message Contact Photo Music GPS Email SMS / MMS Instant Messenger Bluetooth WiFi 3G
- 15. "Mobile-phone marketing today is where Internet advertising was in 1996 -- it's about to take off... There are already more mobile phones in use worldwide than televisions and computers put together."
- 17. It’s not about you Age Lifestage Demographics Friends Family Influences Media Values Beliefs Personality Employment Income Role Ask Research Internal data External data Watch Listen ? Rule 1
- 18. It’s not about your product or service Rule 2 It’s about what it MEANS....Not just what it IS "In the factory we make cosmetics… In the store we sell hope"
- 19. What is the unfulfilled desire that your product fills?
- 20. It’s not about what you know…. it’s about what they think Rule 3
- 21. In the of your customer What is the Position of your product? Where are your competitors? What is the word you want to own?
- 22. Toothpaste Colgate Dog food Pedigree Car Obsessed Number one TV Burgers Sony McDonalds Mercedes
- 24. Livelihood Agriculture Life improvement Education Entertainment Livelihood and Life Improvement Services are Highly Relevant; Entertainment has the Widest Appeal
- 25. Source: ACCESS Systems, 2 July 2008.
- 26. Source: ACCESS Systems, 2 July 2008.
- 27. Source: ACCESS Systems, 2 July 2008. Indian Languages (12 largest) Hindi (480 million*) Tamil (66 million) Bengali (200 million) Telugu (69 million) Gujarati (46 million) Marathi (63 million) Kannada (44 million) Urdu (46 million) Malayalam (35 million) Oriya (28 million) Punjabi (23 million) Assamese (27 million) Bangladesh
- 28. Mobile Campaigns Loyalty Programs Personalization Device Detection Location The India market is exploding It’s the world’s fastest growing telecom market End 2005: 120M End 2006: 150M End 2007: 230M August 2008: ~ 305M * 9 million new subscribers per month * Indian government: “be close to 500 million by 2010” Other info indicates 650 million (61%) by 2012 Nokia sees India as the 2nd biggest market in the world by 2010 Status India
- 29. Connect yourself………. Thank You….. Question Please No
Editor's Notes
- #14: Send or receive text messages 85 65 38 11 Send or receive email 28 21 12 6 Median number of activities ever done 4 2 1 0 Send or receive instant messages 26 18 11 7 Access the internet for news, weather, sports, or other information 31 22 10 6