digital gratification & innovation in rural marketing2
TRANSCRIPT
Digital Gratification&
Role of New Emerging Technology, Media & IT for Rural
Marketing
4th Sept. 2009
Contests & Promotions
Rural marketing Needs & Challenges :• Target mass market• Prohibitive logistic costs• Easy to communicate• Requires least education/training• Low cost of participation to consumer• Low cost per reward in order to have
large number of rewards with-in budget leading to maximum participation
• Absence of options like on ground campaigns, PC, Internet etc.
• National in nature but local in content• Universal appeal
• What can be offered that is of relevance to all?
• The phrase “Roti, Kapada Aur Makaan” has now graduated to “Roti, Kapada, Makaan aur Mobile”
• Can some thing be done that has an element related to mobile of consumer?
• Again even for mobile, mass market nature of product has to be kept in mind and not some thing that is beneficial only to “Smartphones”
Target Mass market
• Distribution costs are higher
• Promotion cost can become prohibitive on logistic costs alone
• Is there a method of providing reward without physically reaching the end consumer?
• Can it be effective?
Low on Logistic Cost
• Communication required in different language
• It must be understood easily for participation
Easy Communication
• Cannot afford to have luxury of typical on ground promotions and campaigns involving promoters, leaflets & demos
• Simple to execute otherwise will fail
Least Education & Training
• No filling of slogans, forms
• No despatch to a place for lucky draw/ contest
• Should finish in seconds
Low Cost to Consumer
• Have to be small rewards yet attractive
• Will increase total prizes
• Will improve participation
• Will lead to success of promotion
Large number of Rewards
• No PC, Internet, On ground promotion
• National campaign but cannot lose local touch
• Small rewards yet compelling
• Instant gratification
Overall Execution Challenges
I. M. POSSIBLE
IMPOSSIBLE !!!
• Item selected for mass market : Mobile Airtime for all
• Logistic Cost : Cost of an SMS
• Communication : “Buy More Talk More”
• Education / Training : Simple SMS
• Low Cost to Consumer : No expensive Short Code, use Long Code
• Low Cost to Company: Small Airtime Sachet
• National in nature but local in content: Airtime and local film content
• Compelling: For 100% gratification, with-in seconds reward is given
The Innovation
• Scratch Card inside the item
• Consumer has to send this scratch card to a long-code e.g. 9870 888 888
• Max. cost of sms is between Rs 1 to 1.50 per sms (affordability)
• IT Backend detects mobile number, region & network provider
• Campaign logic defined (100% gratification or draw or combination)
• Airtime e-Top-up done from Backend or mobile recharge coupon sent by sms
• Local Language ringtone sent based on region in some cases
• Post-paid users given Long Distance Calling Cards
The Campaign
• Instant Success with campaign
• Several million participated, long-code was born for low cost sms
• Max. sms received for any campaign outside reality TV shows
• One of the world’s first
• Repeat campaigns
• 2008 : Coca Cola with “Sprite Kholega To Bolega”, ICI Dulux Paints, Unilever Cornetto Ice cream, Microsoft Live-Id for students
• 2009 : Unilever Bru Coffee, Axe Deodorant, Hello Colgate & so on…
The Result
• Now long-code specifically reserved for the company exclusively
• RBI issuing Prepaid Card guidelines opens up gratification in the form of Prepaid Virtual Cards
• Sun Direct brought DTH recharge to small value of Rs25, opens up new segment for digital gratification relevant to rural areas
• Prepaid Cash cards can be offered for service fulfilment of “Bill Payments, Rail/Bus Ticketing, shopping and entertainment”
Innovation continues
• Oxigen provides:– Digital Services (Mobile recharges, TV Recharges , Calling
cards, Bollywood content , Games ,etc.)– IT Transaction platform for running campaign logic– SMS gateway for receiving long-code messages and delivering
digital gratification of Airtime, Calling cards & Bolly wood content
– Also offered OxiCash Prepaid Wallet for payments– Customer Care for taking calls on field issues
• End to end Campaign management & Support
How is it done?
About Oxigen• B2B, IT enabled transaction and
payment processing platform • Investments from Microsoft
Corporation, US & Blue Label Telecom South Africa
• Electronic delivery and distribution of prepaid and Transaction/ Payment Management Services
• Seamlessly networked environment through a rapidly expanding retail network of :– above 75,000 Oxigen touch points – currently at 12 million
transactions a month.
Oxigen Ecosystem
Servers
Online/Offline Consumer
Phone Line/Internet/CDMA/GPRS/SMS
Oxigen Services
(Prepaid & BillPayments)
• TELECOM• ENTERTAINMENT• DTH/RADIO• TRAVEL• TRANSPORT• ELECTRICITY• INSURANCE• E-COMMERCE• TOLL TAGS
Un-organized Retail• MOM & POP STORES• GROCERY STORES• SMALL CYBERCAFES• STATIONARY SHOPS• CHEMISTS
Organized Retail• CHAIN STORES• PETROL PUMPS• SUPER MARKETS/MALLS• INTERNET CHAINS
Telecom Retail• TELECOM RETAIL CHAINS • TELECOM SHOPS• PCOS
Non-Traditional Channels• HOUSING COMPLEXES• COLLEGES/HOSPITALS/BPOS
Retail Devices
Oxigen Server Access
PoS PC Mobile IVR
SMS Gateway
Services on Oxigen & OxiCash
Prepaid Mobile Recharge
Domestic & International Calling Cards
Non-Telecom Service Partners
Oxigen Services
The services’ bouquet has a wide range of attractive services from diversified domains like telecom, entertainment, travel, utilities
1.Prepaid Mobile Recharge Vouchers (PIN based and e-top up) – All Operators
2.Telecom Bill Payments
3.International Long Distance Calling Cards
4.Internet and VoIP Cards
5.DTH Service - Tata Sky & Dish TV, Sun TV , Big TV & Airtel Digital
6.Satellite Radio - World Space
7.Movie Ticketing – PVR
8.Railway reserved ticketing
9.Air Ticketing
10.Bus Ticketing
11.Toll Tag Recharge
Online Bankingtop-up
Shopping Portals
Movie Tickets
Gaming Portals
Utilities Rail/Bus/Air Tickets
Matrimony
Content•Video clips •Ring tones•Games &Themes•Wallpapers•Animations
Applications• Photo Fun• SMS Sachet• Mail/Messenger• Phone Backup• Con call
Promotions
White Labeled Services
Oxigen Distribution
DistributionPartners
Oxigen’s DigitalNetwork Subscribers
AdvertisingAgencies
Oxigen recent Digital Promotions
