Published on February 19, 2014
Go to market and User Growth Plan for OTT @ India SUMAN MISHRA
New OTT Player : Towards 10 million MAU People visit the landing page (Desktop and mobile) DISCOVERY People turn Customers. Enter their credentials : email id or mobile number SIGNUPS Customers come back to service. Use the features of the product. ENGAGEMENT Customers talk about our product and bring their network to the product. VIRAL 10,000,000 MAU Note: Not including Revenue in the current discussion
A bit about the “probable” customer 16% Have internet Access 84% Don’t have Internet Access Mobile handset Is a Smart Phone 19% 81% Feature Phone 12% 88% Don't access internet from mobile Access internet From Mobile
Defining the value and positioning.. Discn needed Value Bringing friends together ? Publishing platform for companies ? Generating content ? Free international calls ? Market and Positioning What’s the differentiator?
Key Observations Substantial portion of the target segment ( youth) offline Trend of Mobile only and mobile first internet users Out of those who are online, majority have feature phone Those who have access to mobile internet and have smart Phone are using it for communication, Facebook, search, entertainment apart from messaging APP The messaging APP has low entry barrier, and exit/switching cost Messaging APP in the market showing uptake because of Content Push like Twitter, WeChat Incumbents like G+, FB, Skype Device Push like Nimbuzz, ChatOn Bringing friends together Niche values : skills (LinkedIn)
Key Propositions…. …(1/2) 16% 84% Don’t have Internet Access Should we not get them as customer before they onboard the internet ? OFFLINE and DESKTOP Plan Need 19% 81% Feature Phone Should we not get them as customer before they onboard to smart Phone? Should they be excluded from the network of friends ? FEATURE PHONE Plan Need A
Key Propositions…. …(2/2) Use Messaging App 29% A On Mobile Internet but not using messaging App 71% Drive the users on mobile internet towards the OTT Switch strategy for those already on messaging APP On boarding and Switch Plan S W • Brand name • R&D ? • Japan as test bed • Lost first mover advt • Desktop version • Feature Phone version • Device relationship O T • Untapped market • Mobile first and mobile only • Enterprise Comn • Low Switching cost • Sustenance cost • Incumbent players • Regulations • Loyal competitor base
Offline and Desktop Plan Capture the “untapped” market – offline customers Customers should be able to access a variant of product without internet Hook to move to evolved version of product Desktop customers Low touch version of product – browser (non downloadable) Can do more in less – provide them the option to send email, browse interesting content , communicate and share Carry the signup, network and their content to mobile
Driving the TG to the OTT landing page Relevant Targeted Web advertisements Channel / Alliance Operator touch points Buy Liaise with existing gateway and players Operator branded Build Create an offline version of product . Make India the test bed and beach front strategy* #USSDversionofproduct Use CDR to create account ** #OTTaccountcreationusingcdrrevivethediscsn Device and OEM Channel #seedingthemarketwithplayerslikehuawei #revivethediscussion Retail Select Wi-Fi Channels Content value chain Being their distribution arm*** #secondscreen #settopbox #nookialifetools
From Visits and downloads to signups Slim client Create a log out version of the product* #revivethediscntwtr Minimal steps to sign on Getting back to visitors who didn’t sign up but not create the “irritation”
From signups to Usage Push Send a reminder of the account inactivity Tell about new features in product Tell about new friends who have joined Pull Alerts/Reminders: Birthday , Events Ride on the wave of users on internet already New Content Utilities, Search
From usage to making it viral Should create a buzz when they use the product Low touch in pulling in friends Integrate with Call records Integrate with Address Book* #createoptionforphonebookoncloud Alliance with non competing players example “slideshare” , “quora”
Appendix Dipstick on where we are today … About the competitors .. About the complementors… What we could learn from others…
Will Netflix’s entry shake up the Indian OTT market? ... in India with a basic monthly plan of ... is the New Black’. The local OTT players ...
Telecom Operators Seek Level Playing Field With Over ... on us but the same don't exist for OTT players. ... Unlimited Broadband Plan for New ...
The OTT butterfly effect – Small companies and apps ... OTT players re- shuffle the market balance by ... (e.g. India) and to include other OTT ...
... What Indian digital video companies plan to ... emerging market mobile OTT VOD space and ... their assets valuable to OTT players ...
... (OTT) space in India may be seeing a flurry of ... there are only a handful of major players in the market presently, ... TO THE NEW Digital. ...
... and Special Reports from The Economic Times. ... RS Sharma denies charges of bias towards new players. ... Go Green | AdAge India ...
Content and OTT partnerships. Openet ... This white paper discusses the advances in these new partnership models and examines: OTT ... Market activities of ...