MOBILE USER GROWTH PLAN FOR E-commerce players in India

SUMAN KUMAR MISHRA

ForewordScope:

◦ 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-comuser

( Desktop)

S1

DISCOVERY

ONBOARDING

USAGE & TRANSACTION

S7 REFERRA

LS[x] refers to strategy for that segment- which is explained later

MOBILE USEREcom 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 in Telecom 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)

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Alliance with Telecom Operator Tie up with Telecom 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

HowWe 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 Can Tie 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

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Some exclusive Telecom operator allianceSnap 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 example T24

◦ Example : Power shop.airtel. In

Alliance with OEMWhat?

◦ 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

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Alliance with EnablersWhat ?

◦ 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

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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 channelsAll 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 channelsFM Radio Emailer’sOffline medium : Example hoardings

Essentially- this should be the Customer view

MOBILE

VIRALWinning the

Customer

Inform: Tell her

about new

products, relevant

deals, local

context

Excite: Tell her what her friends just bought

Commitm

ent to

buy OR Buy :

Telecom Billin

g

Bring friends

Check Products/delivery status

Appendix

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 or Yahoo

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 in TTSL) 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-commerce Wallet

◦ 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 StoreWhy ?

◦ 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