Published on March 11, 2014
MOBILE USER GROWTH PLAN FOR E-commerce players in India SUMAN KUMAR MISHRA
Foreword Scope: ◦ This defines the user growth and engagement plan. ◦ By user we mean the end user ( and not the suppliers, who are our different set of customer as well) ◦ Detailing – costing depends on internal decisions – will need inputs
Mapping the strategies for user growth.. S5 S6 Existing E-com user ( Desktop) S1 DISCOVERY ONBOARDING USAGE & TRANSACTION S7 REFERRAL S[x] refers to strategy for that segment- which is explained later MOBILE USER Ecom next set of Customers
Translating the desktop impact to mobile Customer Segment on Desktop E-commerce Alliance / Channel Intel App Store Browser OS Laptop/Netbook/Desktop Targeted promotion on Facebook and relevant digital properties Tie up with landing page for dongles **included inTelecom operator alliance Web Registration ◦ What? Create Tools to onboard customers who are on Desktop to mobile platform for E-com. Import their registration and user details to mobile platform. ◦ Why?: Evolve existing customer to mobile Maximise the impact of any future web spending ◦ How? Tie up with web development agencies [S1] Do Trial launches – calibrate results – do more refinements LINK up and Ride on Social media audience ◦ Use FB registration details for on boarding [S5] Let people know when customer has bought with permissions [S7] ◦ Pull in customers and drive engagement Reverse bidding or generate some content ( example price in context of reverse bidding) Click for MORE
Alliance withTelecom Operator Tie up withTelecom operators to ◦ Create version of “market place “ – walled garden approach ◦ Define the “exclusive” value proposition Why ◦ To ride on their reach – and get new customers ◦ To use their bandwidth for recurring promotion example SMS, PCN, BOD, IVR, Retail,WAP,App store, STK, Digital property ◦ To employ telecom billing ◦ Reaching the right customer : Customer screening How We have to create the “operator” branded service and then it should be managed. So we have 2 decisions to make ◦ Build versus ride on someone’s platform For the offline customers: USSD , SMS App store (S2) For online customers:WAP,APP market place (S3;S4) ◦ Manage your own our outsource your service CanTie up with managed service providers to look after the platform or do it on your own. Telecom authorities demand certain level of parameters on availability, scalability, regulations, need rep from vendor side for their system upgrades Click for MORE
Some exclusiveTelecom operator alliance Snap Deal account creation using Operator logs ◦ Using select CDR with customer permission to create E-commerce accounts ◦ Needs Telecom operator help for KYC and reaching the till now “ unreached” segment for E-commerce ◦ Create account based on call logs ◦ Organize contest to help create these accounts ◦ Incentivise on creation of account and purchases **Will detail this in our discussion Shop more Talk more – close exampleT24 ◦ Example : Power shop.airtel. In
Alliance with OEM What? ◦ Explore the seeding opportunity of mobile applications in some devices or chipsets ◦ The discovery which is the main issue would be solved Why? ◦ To ride on the wave of some device popularity ◦ To target a section of market which are online but don’t have smart phone ◦ To drive usage along with discovery How? ◦ Tie up with chipset companies like MediaTek ◦ Tie up with device for bundling like Spice or Micromax or Kaboom Click for MORE
Alliance with Enablers What ? ◦ Enablers Payment Gateways or mobile payments: Example Oxicash or banking payment gateways to Maximise the conversion from Sales from system POV to cash collection Rating agencies :To profile customer based on their credit ratings Predictive engines:To identify the probable customer or next purchase- deployed on mobile and desktop internet Link up with Device Address Book(for mobile app) : [S7] Product videos , image recognitions ( Snaptell, Slyce,Amazon’s Flow) , mobipocket (Amazon acqd) Why? ◦ These assist in Sales How ? ◦ Using their public or private API’s –Vendor selection Click for MORE
Emerging hooks Alliance with Hike ◦ Use “location” ,“community buying” ,“ telecom billing “ ,“ customer profiling “ advantage ◦ Compare OTT market in India with New and looking for alliance : Mxit Active user base : WeChat, Line, ChatOn, Nimbuzz, Skype $/ customer , demographics Twitter synergy ◦ Twitter looking for moving into E-commerce as well – exploratory – need to check the responsibilities across ◦ Who would be handling the collection of money from customer ◦ Exclusivity Tapping the emotion of “gifting” ◦ Tie up with Remittance – click to gift ◦ Tie up with Skype ◦ Tie up with “Giftlease” or similar players Ally up with “Internet.org” (and related) ◦ Riding on the wave of mobile first internet users ◦ Getting to share the tools, knowledge and best practices ◦ Relationships with FB, Opera, Samsung, MediaTek/Qualcomm, Ericsson
Promotions on other channels All ATLs promotions should have call to action (On Neilsen’s report on kind of advertisement which would draw maximum conversion ) ◦ Television #Secondscreenusage ◦ Retail #Roadshows #targeted #calltoaction ◦ Advertising agencies/ mobile Platforms
Low Focus channels FM Radio Emailer’s Offline medium : Example hoardings
Essentially- this should be the Customer view MOBILE VIRAL Winning the Customer
Customer Segment: Desktop / PC Objective: Discovery + Acquisition+ Usage + hook to bring them to mobile Channels/Touch Points/Discovery ◦ The landing page when one gets connected to Internet – tie up with Tata Photon, MTS,Airtel , Wifi pages ( connect with NPD at Reliance Jio) ◦ Apps on dongle (example Airtel 4G) App store ◦ Desktop/Notebook OS :App ( create offline version as well): Get a PR ◦ Devices : example HP has snapfish in favourite by default . Similar strategy for E-commerce has to be worked out ◦ Devices: Create apps like shopping cart pre-installed ◦ Relevant digital properties – tie up with IRCTC ?Tie up with Banks website ex ; ICICI ? ◦ Be the shopping unit for Live.com orYahoo Priority Once on landing page – how do you acquire customers ◦ Use FB/Google API for registration ◦ Use mobile number Once registered how do you engage ◦ Updates on apps ( dongles, desktop OS ) ◦ Buy versus Build: Read their shopping cart app , tell them what their network has just bought , tell them about their fried who has just joined, community discount if possible (Amazon acquired a company on this - Shoptree does something similar ) ◦ Evolve them to go mobile on their chosen channel RETURN
Telecom - Alliance Operator WAP and APP store ◦ Immediate:Vodafone ( can use location APIs too) ,Airtel, Idea – later- Tata Tele,Aircel Retail stores ◦ Distribute vouchers ( for registration) at select stores – operator or 3rd party offline stores Select devices available only on E-commerce – both a high end and low end example Samsung’s wearable , Micromax / xolo and now HP (looking for partners) Default search button on some mobile devices *** Operator short codes ( USSD , SMS, IVR) ◦ For non data population – try for getting similar short codes ◦ Revenue share with operator ( not for the merchandise bought but only for discovery and initiation of transaction or making it viral*) Operator SIM tool kit (WOW inTTSL) Relationship with Opera : for Feature phones: preinstall opera app or put in favourites or search engine Shop more – Talk more : example T24 – with Operators / MVNO’s Integrate with Billing engines – example M-carbon – across operators. Use their mobile spread and billing – and bring synergy Make browsing on E-commerce – free for some MB’s or hour or days **– Rcom would like this
Enablers Create E-commerceWallet ◦ Example IRCTC Snaptell ◦ Click an image to discover and buy – bring customers from physical retail stores to Snap Deal Video Streaming – look and feel of product Post Office tie ups – for delivery and promotions
Detailing out tie up with Nokia Life Store Why ? ◦ Attract the segment who are on feature phone and who use or don’t use data ( serve the products accordingly) ◦ In Nokia Browsers – target geographies like Kerala who use the browser to maximum ◦ Target rural population who are using mobile as the medium to access internet- drive sales in tier2,3 cities and rural How ? ◦ Alliance – Nokia E-commerce market place – use location, customer information, address book linkup to cross-sell, up-sell and make it viral
of their mobile apps for higher growth. Big players in ... on E-Commerce India will be instrumental in addressing ... Future of e-Commerce: ...
E-Commerce in India ... has led to an enormous growth in the e-commerce space, ... ‘m-commerce’ which make use of various mobile
Re-birth of e-Commerce in India. ... Probability of growth in internet user base, ... Players have adopted new business models including stock-and-sell, ...
India's 243 Million Internet Users And The Mobile E-Commerce ... says that it has more than 100 million users in India, ... The growth of the ...
Rebirth of e-Commerce in India | 5 ... 6.4 VC players banking on growth of e-Commerce to ... story of e-Commerce in the country. The number of users making ...
... research director at Gartner. “India represents a $ ... Mobile commerce is finding increasing ... India has approximately 200 million users on ...
The rapid growth of e-commerce in India ... Internet and Mobile Association of India research ... Evolution of e-commerce in India: ...
E -commerce in India ² Understanding ... India has an internet user base of over 50 million ... Indian merchants . With the growth of mobile
Statistics and facts about e-commerce in India. ... growth. As of 2015, the retail e-commerce sales as a ... e-commerce user mobile commerce e ...
... buyers in India and the mobile commerce opportunity in India. ... Indian online users in ... for growth. Flipkart and ...