Published on July 19, 2009
BULK SMS: A BUSINESS ANALYSIS
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
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 - 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.
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