Bulk SMS Market in India

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Information about Bulk SMS Market in India
Business & Mgmt

Published on July 19, 2009

Author: saxenashanu

Source: slideshare.net

BULK SMS: A BUSINESS ANALYSIS PRESENTED BY: PRASHANT SAXENA

INDIAN MARKET OPPORTUNITY Perceived Value - Perceived value of a VAS depends on perceived rather than the actual utility to the end user: BRAND ASSOCIATIONS Practical Value - Practical value is completely based on tangible benefits derived from the service: REVENUE SHARING Source - MobilePundit, IMRB, Isuppli

BULKSMS APPLICATION AREAS

Internet Portal Payment Facilitator Enterprise Content Developer Application Service Provider Mobile Advertising Buyers Mobile Portal Content Developer Content Provider Content Aggregator Wholesale SMS Value Network Terminal Vendor Network Vendor Gateway Provider Mobile Network Operator Service Provider Mobile Virtual Network Operator Sellers

BULK SMS CONSUMER DRIVERS

Message Success Factors: Content Personalization Consumer Control Success Measure: Consumer Attention Consumer Behavior Cost Ratios BULK SMS CRITICAL SUCCESS FACTORS Media Success Factors: Device Technology Transmission Process Product Fit Media Cost EFFECTIVE SMS MARKETING MODEL

INDIAN MARKET CHALLENGES

CONSUMER BEHAVIOR PERSPECTIVE

BEHAVIOR BELIEFS ATTITUTDE TOWARDS FOR BEHAVIOR NORMATIVE BELIEF SUBJECTIVE NORM INTENTION BEHAVIOR CONSUMER BEHAVIOR FOR BULK SMS CONTROL BELIEFS PERCEIVED BEHAVIORAL CONTROL ACTUAL BEHAVIORAL CONTROL

CONSUMER BEHAVIOR FOR BULK SMS TOTAL BEHAVIORAL ATTITUDE – SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE (3*0.8) + (-5*0.9) + (-4*0.6) + (2*0.8) + (4*0.9) + (-3*0.6) = -1.1 (Slightly Negative) Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit

CONSUMER BEHAVIOR FOR BULK SMS TOTAL SUBJECTIVE NORM – SUM OF PRODUCT OF STREGTH FACTORS & PROBABILTY OF OCCURANCE (4*0.7) + (-2*0.9) + (3*0.5) + (3*0.3) = 3.4 (Moderately Positive) Source: Theory of Planned Behavior, ICEK AIZENScale Used: -5 to +5 Likert Unit

CONSUMER PREFERENCE FACTORS

CONSUMER PREFERENCE SCENARIOS

MARKET PLAYERS

Visionary Leadership Corporate Memberships, SMS Surveys, User Generated Product Ideas, etc PhoneLinx Communications, Solix Technologies, Innova Health Systems Ltd, Netstart Technologies & Eastern Michigan University Futuristic Prospects INDYAROCKS Core Values & Concepts K-Capital, Hyderabad 10k Marathon, TiE-ISB Connect, Online short film festival and VLSI International Conference Customer- Driven Excellence Social Money – SMS & Video No SPAMMING “Friends Network" only Highly Targeted & Profile Based Valuing Partners

SENDING SMS or UPLOADS – 10 P BULK SMS PORTAL SMS OR VIDEO SERVICES RECEIVING SMS or VIEWS – 10 P REVENUE SHARING PER SMS INDYAROCKS SOCIAL MONEY TELECOM PROVIDER ADVERTISER “40% ACTIVE SMS USERS PAID BLOGS 5 – 10 sec & 40 Characters Ads 2 Million Users & 28 min average time spend” – KALYAN MANYAM

Social Money Introduction – 20 Sept, 2007 User Revenue sharing program for Fropper? SOCIAL MONEY IMPACT

MyToday - SNAPSHOTS

Subscription Details Updates

Mass & Targeted Advertising Invited Advertising

MyToday - SNAPSHOTS

SMSGUPSHUP - ORIGINS

SMSGUPSHUP UPDATES

SMSGUPSHUP - MISSOUTS

PEOPLE GROUP – BULK SMS SUGGESTIONS

Message Consumer Attention Consumer Attitudes Content Personalization Consumer Control Consumer Intention Perceived Media Usefulness Ease of Use Consumer Behavior Device Technology Transmission Process Product Fit Media Cost SMS ADVERTISING MODEL Peer Influence THE CORPORATE BULKSMS ADVERTSING MODEL – A PERSPECTIVE

SMS ADVERTISING MODEL – MESSAGE CONTENT Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing

SMS ADVERTISING MODEL – MESSAGE PERSONALIZATION Source: R.T. Watson, et al., Electronic Commerce: The Strategic Perspective, Dryden, Fort Worth, TX, 2000.

SMS ADVERTISING MODEL – CONSUMER CONTROL Source: CNN, New Switching Rules May Trash Millions of Cell Phones, Cable Network News (October 31), 2003.

SMS ADVERTISING MODEL – DEVICE TECHNOLOGY Source: H.M. Yunos, J.Z. Gao, S. Shim, Wireless advertising challenges and opportunities,

SMS ADVERTISING MODEL – DEVICE TECHNOLOGY Source: F. Newell, K.N. Lemon, Wireless Rules – New Marketing Strategies for CRM

SMS ADVERTISING MODEL – PRODUCT FIT Source: P. Barwise, C. Strong, Permission-based mobile advertising, Journal of Interactive Marketing

SMS ADVERTISING MODEL – PRODUCT FIT *Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.

SMS ADVERTISING MODEL – CONSUMER BEHAVIOR *Source: Windwire, First-to-Wireless: Capabilities and Benefits of Wireless Marketing and Advertising Based on the First National Mobile Marketing Trial, 2000.

Health: e.g. Honey with milk is a good combination for health & vigour. Have one glass of milk with one spoon of honey daily! Spirituality: e.g. Guru FatehPyaareo, SannuApneDostan - Rishteydara De Number SMS Karo Te Ohna Nu Vi SikhNetworkDaHissaBanao . News: e.g. Pakistan confirms delay in election,US diplomat killed in Sudan,80 revellers molest 2 girls on New Year in Mumbai . Finance: e.g. TAXALERTS: 5TH JANUARY 2008 IS DUE DATE FOR SERVICE TAX PAYMENT FOR MONTH / QUARTER ENDING DEC 07. Music: e.g. On January 17, 1996, Pink Floyd was inducted into the Rock and Roll Hall of Fame by The Smashing Pumpkins frontman Billy Corgan.. Gaming: e.g. Get ready for ursemifinals today @ 5.30 ,chkurscedule in www.onlineleague.net ,team rakion . SMSGUPSHUP CORPORATE ANGLE Party: e.g. Begin ur new years(2008) party season from TONITE @*premium hotel in juhu*.til3am..finally a place widmuzik u like.. dhaval 98xxxxxxxx Sports: e.g. Villa scored a late winner against Spurs & moved to 5th position. Today's Matches: BBurn-Sund, Bolt-Derb, Liv-Wigan, Newc-ManC Education: e.g. Revision Session for E4C 2006-08 Batch (II nd Yr) on Jan 02, 2008 will be on Functions, Limits and Continuity by Chide Sir. .

THANK YOU

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