10+ years in business – India’s largest

deployed telecom applications, platforms

company

Funded by Intel Capital, SVB Financial

services & SAIF partners

Team strength of 950+ across Delhi,

Mumbai, Chennai, Kolkata & Bangalore

w/International presence in Nigeria, Dubai

& South Africa

20 Global operators & 50 Enterprise

customers

Fastest growing company- Company of

the year 2010, Best digital innovation 2010

About One97

300 million+ unique users and 5 billion+ voice calls per month

on One97 platform

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Client portfolio

What can we do for you?

We

• Create mobile presence for your brand• Engage your hard to reach target audience• Strengthen customer loyalty & retention• Craft mobile promotions and campaigns gratifying users• Enable your customers to pay on web or phone• Execute Mobile Campaigns

Buy a Maggi sauce, Dial: xxxxxx

Listen to Javed Jaffery’s jokes, participate & share your joke, subscribe

to jokes weekly or monthly on phone

3.5 million successful calls received in 90 days

0.2mn joke subscriptions

Engagement time on call 30-35sec (listen to jokes)

1. TV/Radio/POS or 2. Buy Maggi >> 3. Dial >> 4. Listen, share & subscribe to jokes >>

5. Win prizes (Photo on bottle)

Case Study: Customer Engagement

Source: One97 internal data, 2010

Campaign is LIVE

The objective is to make users play a cricket

contest and also subscribe to cricket alerts

Users can also speak to Revital experts

(CCE) for details on various health products.

I n case the expert line is busy, then the

user is prompted for a an auto call with

relevant information

The contest is updated every third day and

5 winners are gratified with exciting prizes

every three days

This is promoted through digital banners,

emailers, mass media and radio ads

Since Feb 12th we have received 200,000

calls with participation

Case Study: IVR based cricket contest for Ranbaxy Revital 1-800 102 5353

Source: One97 internal data, 2010

Campaign: Drink pepsi & win instant gratification of mobile top up worth Rs.30. User opens the capand finds a code under the crown. He has to justSMS the code to a #### or dial a number and enterthe code and he gets a mobile top up plus other gifts as well

Horlicks growth program

A great initiative for parents with young children

who want to keep a tab on the measurement of

their kids’ growth. Junior Horlicks brings Growth

Assessment Program and 2 stage Junior Horlicks

Parents need to call the toll-free number 1800-

103-2227 (which is being managed by One97) to

approach the nearest growth Assessment Center

Junior Horlicks is promoting this though painting

competition as part of their Annual Prodigy

Program in 500 schools across the country.

Case Study: Instant gratification

Source: One97 internal data, 2010

Case Study: Rural marketing

Product awareness on voice

People dial a toll free number. Voice will be

customized in their language giving information on

Products and benefits

Users can record their voice, enter set of phone

Numbers and send voice broadcast acting as viral

Voice broadcast to rural user database giving product

information- information dissemination

Group sharing on phone (Maha panchayat on phone)

200-3000+ people can dial into a number and listen

to message or information to be shared at once

Source: One97 internal data, 2010

Horlicks growth program

A great initiative for parents with young children

who want to keep a tab on the measurement of

their kids’ growth. Junior Horlicks brings Growth

Assessment Program and 2 stage Junior Horlicks

Parents need to call the toll-free number 1800-

103-2227 (which is being managed by One97) to

approach the nearest growth Assessment Center

Junior Horlicks is promoting this though painting

competition as part of their Annual Prodigy

Program in 500 schools across the country.

Case Study: Awareness & engagement

Spark Campaign

One97 provided this solution for promoting

GM product - SPARK. Around the

launch of this car a teaser campaign on

SMS that would create curiosity amongst

the TG was run. In addition to this, they

also required the use of our SMS short

code 53030 for this car to generate leads

out of their mainstream media promotions.

SMS backed by voice used as a teaser for the

launch. It had a quiz. Depending on the answer

users would be chosen in the lucky winners list

After the launch the SMS channel was used to

generate test drive leads

15,000 user requests within a week

Case Study: GM Motors

Fanta masti campaign - LIVE

Objective is to generate interest among audience

in Rajasthan and engage them with the brand.

Users have to share their funny events based on a

topic given by the voice portal

Fanta advertises the toll free number 1-800-103-

8888 across radio, print & local ad spots in

Rajastan & nearby towns

User dials-in the number, selects his language,

enters into contest

40% user participation

Case Study: Fanta Fun Masti contest

Dealer Reach

The objective is to provide a voice

application/broadcast in 7 different languages to

all dealers of Colgate to engage them

a. Products

b. Loyalty points/schemes

c. Redemption/Gratification

In 2 months Colgate reached 2.5L

dealers

Case Study: Colgate

Nokia Feedback Program

Mobile Outdial Voice Application

Feedback on Customer Care

Ongoing since: Early 2008

Every day the data automatically hits One97

server from Nokia Customer Care Centers. On

the subsequent mornings, automatic calls are

generated to gather the feedback of

customers on Nokia Care Center’s services.

MIS shared online with Nokia

Daily 25,000 numbers called

80% success rate

Case Study: Phone a feedback

Source: One97 internal data, 2010

Messaging (SMS)

Source: One97 internal data, 2010

Nestle start healthy and stay healthy

The program is targeted towards women and

women who are in the early motherhood. This is

designed to help mothers take care of their

health and make their life better

A person can send an SMS “SHSH to <53030>.

Within one second a voice call will come and

take you through a interactive voice portal.

Women can enter information about

pregnancy and the mobile application keeps

giving information regularly to women on

their health during pregnancy stages

52,000 women have subscribed to

this

Case Study: Information sharing and high involvement of customers

Source: One97 internal data, 2010

Objective is to involve people to take the new

stellar slims in Pune & surrounding places.

Different on the ground activations were

started

User has to purchase the pack. He gets a

scratch card with it handed over to him at the

venue. User has to scratch and send the

unique code to a <#####> and he gets

redemptions or prizes

20,000 people activated in 30 days

Case Study: Product launch in dark markets

Source: One97 internal data, 2010

Objective is to increase pack sales in selected

regions over 60-90 days

Users who purchase a pack during this

promotion period will get a scratch card with a

code. He gets pack of ringtones, mCoupons,

songs on his phone once he SMS’s

He is also qualified to dial into a number and

participate in a “Talent search activity” where

he can sing a song clip. The shortlisted onces

will be called to a studio and with a

professional expert guidance they will record

the song and a free CD will be cut and

presented to you

Case Study: Sales drive with Engagement

Pilsbury Atta sampling

A magazine ad was targeted to women in south

region (across major women magazines)

They can order for a free 1/2kg atta sample by

simply SMS’ing ATTA to <#######>

They get a voice call back thanking them and

asking details like address to be delivered. After

the atta is delivered, a feedback call goes to the

customer after 15 days asking information about

rotis, atta quality etc.

5,000 samples given

Case Study: Sampling

mobileWeb

Experience paints through mobile web

Biking experience with Hero Honda

Vodafone self care page

Pizza Hut experience

Proximity marketing (Bluetooth/Wifi)

Users visiting café coffee day outlets, selected Malls, shoppers stop would be given a message to Switch on their bluetooth. Once its ON they get A message to download an application on thePhone or mCoupons or prizes

Case Study: Mobile proximity

Redbull at selected locations advertised the Message on hoardings and LCD’s that if usersSwitched bluetooth, they will get a instant freeRedemption coupon which they can use

Case Study: Mobile proximity

Augmented Reality

Case Study: Augmented reality

Case Study: Augmented reality

http://www.penn-olson.com/2011/04/20/augmented-reality-in-asia/http://www.digitalbuzzblog.com/top-10-augmented-reality-examples/

Apps

Case examples

QR codes

Measurement metrics

Cross mediums

Voice

a. Number of people calling

b. Location/circle of call

c. Engagement time on call-duration at various points

d. Response/key press on call

e. Voice/language choice

SMS

a. Number of people received SMS

b. Responses back to message

Mobile web

a. Impressions

b. Clicks

c. Click thru rate

d. Leads

Applications

a. Engagement- option chosen, time spent, response etc.

John Cherian

One97 Communications Ltd.

John.cherian@one97.net

M - +91 809 550 1718

Lets get talking!