borderless access - app launch strategy
TRANSCRIPT
Content
1. Facts and predictions of Smartphone Penetration in India ( page 3&4)
2. Launch and pre-Launch strategy (Page 5&6 )
3. Burst Campaign –Launch day – Page 7
4. Engagement channel and strategy-post Launch Page 8
5. Big picture Page - 9
6. References Page 10
Facts and predictions of Smartphone Penetration in India
Smartphones are definitely taking over the Indian market by surprise year over year. According to sources, with 220 million users recorded as of December 2015 it is clear that India will have 500 million users by 2017 . [source Feb.2016]
India has currently surpassed USA to become the second largest smartphone market with more than 150 brands making their way into Indian market. Out of 150+ its said to be that 20+ mobile brands now assembles their phone in India ( Make in India policy from Modi’s government) Top 5 brands holding shares in the Indian market are as follows : Samsung , Micromax , Lava , Intex , Microsoft and others
Stats :• Smartphone shipment in India grew a healthy 15% between October – December 2015 ( Q4)• Year on year growth was recorded as 23%• In comparison with the Indian population, The smartphone market growth is still below 30% and has a
long way .• India have s
Facts and predictions of Smartphone Penetration in India
Stats about the app market and its revenue :
• Expected software developers is approx. 5.2 million by 2019• M-commerce market to reach 19Bn by 2019• Paid apps revenue is estimated to be 317 million by 2016
Mobile marketing is the next big thing as the gap between the marketers and consumers are closing in.
With Panel station being a mobile based survey app the Indian app market is quite favorable and has potential to reach out to the intended audience. The app market in India as follows,
1.56 Billion downloads
9 Billiondownloads
Expected to multiply 2x
times
2012-2014 2015 2018
Fig : Mobile app download from 2012- 2018 [S]
Cheaper smart phones
Rise in MobileCommerce
131%
Growth in
app usag
e
Launch and Pre-launch strategy
Panel station being a survey based app, the catch(USP) is the rewards credited post survey which in-turn
allows survey takers to redeem on their favorite online stores. Target audience : 16-45yrs
Pre launch hype :
Creating buzz in the market well in advance can trigger potential customers to subscribe. These
subscriber(Brand communicators) can be considered as genuine for going viral.
Landing Page + Social Integration ( Cross Platform)
Visual / Video sneak peak keeps the buzz going in the market until the launch date. With multi-media
sharing platforms on rise, reaching out to target audience gets easier.
Press release for high coverage
Since age group between 18-35 are the most who are active in downloading apps in India, Considering the
USP of the app and Emphasizing on the redemption feature can trigger the audience.
Launch and Pre-launch strategy
Review from influencers (Bloggers / app reviewers / App reviewing websites)
Another great way to get viral is to get reviews from the top sources or people. A review from appstimes.in or paid
reviews from journalists/bloggers can help the app climb up the charts on the app store and get featured .
Traditional Marketing :
Never the less, traditional marketing has always been successful since the era of Google. CPC,CPM pricing models is
still effective with search engine companies going cross platform.
Email marketing tool providers have slowly adapted to the transition happening from display to mobile platforms.
Email marketing are much more of a straight approach and sees high conversion rate if delivered to right audience.
Kind note : Pre-launch beta testing for reviews from influencers adds much more credibility.
Burst Campaign-Launch day
Paid installations / CPI . Reward
Installs
Email marketing ,blogs, Micro blogs , Paid releases
Cross platformCPC,CPM,eCPM
,CPL,SMM, Affiliate
marketing
Burst Campaign at the launch
Paid Installations or CPI
Company like inmobi help advertiser to run CPI
campaigns to propel the launch of an app.
Top 5 channels to run CPL in India
1. Vcommission2. Opicle3. Optimise 4. Icubeswire5. Payoom & Komli – Part of SVG group
Top 3 channels as incentive partners : 6. PayTM7. Freecharge8. Mobikwik
Considerable channel : Bookmyshow, makemytrip, Yatra.com
Engagement Channels and strategy- Post launch
Engagement and Re- engagement ideas / channels
Social media:Ad campaigns
In app-adsContests
Like/sharing Credits
Push notifications:New Survey alertsRedemption alerts
Credit transferSocial media
News / reminders
Referrals :Referral credits
Incentives / BonusGift cards
CashReferral vouchers
Contests and give away
Festival offersSeasonal Offers
Loyalty programs
• SMS marketing, Whatsapp reminders
• QR code marketing, Coupon code
Survey, Referral and Redemption reminders
• In-App• Voice marketing• CPL , CPC ,CPM, eCPM
activitiesMobile Marketing
• Print media • Radios , Flyers , Events
at colleges & office premises
Offline reach out
Mobile and Display Mobile ,DisplayOffline
Mobile ,Display, Offline
Mobile and Display
The Big pictureAudience :The panel station is a reward based survey app enabling merchants to close in on the customers. Surveys are conducted to study the purchase behavioral pattern of customers.
Considering the Indian market, Potential customers can be between the age of 16-45yrs . Active mobile app downloaders are between 18-35yrs.
Considerably the audience are mix of college students & working professional who contribute a lot to the ecommerce or m-commerce industry.
Display advertising
Mobile advertising
SMM marketing / Advertising
Offline events, Campaigns
Prelaunch
Beta testing
Landing page
SMM, Mobile display, offline
Launch day
Burst campaign
CPI, reward installs
SMM, Mobile,Display, press
Post launch
Incentives/rewards
SMM contests ,offline events
Mobile , Display ads
Remarketing
Marketing mix can produce outstanding reach especially with mobile commerce booming in India
References
1. http://www.appsindia.co.in/
2. http://
timesofindia.indiatimes.com/tech/tech-news/IAMAI-Indias-internet-user-base-to-hit-402-million-second-highest-in-the
-world/articleshow/49816190.cms
3. http://www.counterpointresearch.com/indiahandsetmarket2015
4. http://
www.thehindu.com/news/cities/mumbai/business/with-220mn-users-india-is-now-worlds-secondbiggest-smartphone-
market/article8186543.ece
5. http://dazeinfo.com/2015/04/06/paid-mobile-app-market-india-estimated-exceed-us240-million-2015/
6. http://www.thepanelstation.com/ Arun Kumar - Digital Marketing Specialist
email : [email protected] | M. 8884381881