summer internship report email marketing and mobile marketing

Project Report On

Mobile & Email Marketing Opportunities

with reference to Retail Industry

Submitted in partial fulfillment of the requirements for the award of

the Degree of

P.G.D.M

2011-13

GLOBAL INSTITUTE OF MANAGEMENT AND TECHNOLOGY

PLOT 1-A, SECTOR-62, NOIDA

SUBMITTED BY:

Preeti Jyoti

PGDM (2011-2013)

A2011/017

Industry Guide: Faculty Guide:

Mr. Amit Bhawik Mrs. Suksham Aneja

Business Development Manager Astt. Prof (Finance)

Syntellinex GIMT, NOIDA

Global Institute of Management & Technology, Noida


Acknowledgment

This project report is an outcome of the genuine support of many well-wishers, friends and it is

because of the co-operation that I received from various ends that this report has attained the shape

that it deserves. I would like to extend my sincere thanks to all of them.

I am highly indebted to Mr. Amit Bhawik my project guide at Syntellinex for his guidance and

constant supervision as well as for providing necessary information regarding the project and also for

his support in completing the project.

I would like to express my special gratitude and thanks to Mrs. Suksham Aneja, Asst. Professor

(Finance) at GIMT Noida for giving me such attention and time.

My thanks and appreciations also go to my colleague (Syntellinex) in developing the project and

people who have willingly helped me out with their abilities.

Thanking you

Preeti Jyoti

(A2011/017)

PGDM


Table of Contents

Acknowledgment ................................................................................................................................... 3

1 Introduction & Executive Summary .............................................................................................. 7

2 Research Methodology................................................................................................................ 12

2.1 Objectives of the Study ........................................................................................................ 12

2.2 Formulation of Hypothesis ................................................................................................... 13

2.3 Research Design ................................................................................................................... 15

2.4 Sample Design ...................................................................................................................... 17

2.5 Scope of Study ...................................................................................................................... 19

2.6 Research Limitations ............................................................................................................ 20

3 Critical Review of Literature ........................................................................................................ 22

3.1 Research on Mobile in Retail by Global Language of Business ............................................ 22

3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision...................................................... 23

3.3 India e-Marketing Outlook 2012 by Octane Research ......................................................... 25

3.4 Marketing Platforms/Tools................................................................................................... 27

3.5 Mobile Marketing................................................................................................................. 29

3.6 Email Marketing.................................................................................................................... 31

3.7 Mobile Platforms .................................................................................................................. 34

4 Details of Data Collection ............................................................................................................ 37

4.1 Mobile Solution Providers .................................................................................................... 40

4.2 Market Share of Mobile Platforms....................................................................................... 45


4.3 Marketing Companies .......................................................................................................... 47

4.4 Email Marketing Companies/Pricing .................................................................................... 52

5 Findings and Analysis................................................................................................................... 57

6 Conclusions, Suggestions & Limitations...................................................................................... 66

6.1 Conclusions/Suggestions ...................................................................................................... 66

6.2 Limitations ............................................................................................................................ 67

7 Bibliography ................................................................................................................................. 69

8 Annexure ...................................................................................................................................... 71

9 Case Study .................................................................................................................................... 77

10 Synopsis of the Project ................................................................................................................. 80

Figure 1: Formulation of Hypothesis.................................................................................................... 13

Figure 2: Research Design Interaction ................................................................................................. 15

Figure 3: Methods of Sampling ............................................................................................................ 17

Figure 4: Business Categories Distribution .......................................................................................... 58

Figure 5: Supported Mobile Platforms Distribution............................................................................. 60

Figure 6: Market Share Mobile Platforms............................................................................................ 61

Figure 7: Marketing Platforms Distribution ......................................................................................... 63


Chapter 1

INTRODUCTION & EXECUTIVE

SUMMARY


1 Introduction & Executive Summary

1.1 Introduction

Terms like mobile commerce and mobile marketing have created a huge buzz. If businesses could

use mobile phones to reach consumers anytime, anywhere, it would fundamentally change how they

do business.

However, today mobile still represents a tiny channel for most companies. Juniper Research estimates

most consumer products companies spend less than 1% of their total advertising budget on mobile.

This will change and the change will likely be even faster and more dramatic than the initial wave of

mobile phone adoption that today means over 4 billion people use a mobile phone. The success of

Apple’s App Store, providing mobile applications for the iPhone, shows how quickly technology can

be adopted by consumers.

These innovations significantly impacts dynamics of retail industry in coming future. It would be

interesting to explore how consumers equipped with modern mobile phones connected to the

internet will impact retail stores and how anyone making, promoting or selling products in a brick and

mortar retail environment can prepare for it.

Most retail stores are complex environments that have developed gradually over the past fifty years.

There are two levels to that complexity. Firstly, the move to the self-service format from the service

format that preceded it was a massive cultural change. For consumers, self-service meant choice,

convenience and value. However, it also involved learning how to find their way around a new


environment. Over the years, retailers have learned how to design that environment to better meet

shopper needs and to drive sales.

In the future, all of retail touch points for consumers could have a mobile element. From the research

work available in the mobile space, one can identify the emerging applications that will enable

shoppers to have richer interactions. These interaction points enable scope for Mobile Marketing to

be highly effective tool in retail for marketers in future.

Email Marketing is also gaining huge popularity among retail marketers with improved internet

connectivity of the consumer in today’s world. Email marketing is used in a number of ways by

organizations and marketers for brand and customer loyalty building, acquiring or converting

customers, company advertisements, or for communicating promotional offers and more.

.


1.2 Executive Summary

This report was commissioned as part of the summer internship project for Consensys Solutions India

Pvt Ltd (Syntellinex) to identify opportunities for Mobile Marketing and Email Marketing in the

retail industry across the globe.

The research was focused on primarily exploring following information:

Mobile Marketing Companies in Retail and their business areas,

Marketing Platforms Tools used by Marketing Companies in Retail,

Mobile Platforms supported by Mobile Marketing Companies and

Email Marketing Companies and General Pricing

The data for the research was primarily collected from the National Retail Federation 2013 official

site and general Internet search using search engine such as Google, Professional networking sites

Linked In and Myntra.com. Corporate web sites of the companies were explored for product

offerings, pricing and mobile/marketing platforms supported.

On analysis of data collected it was noted that Android and iOS based mobile marketing solutions

were mostly offered in the retail industry. It was also established that mobile marketing

opportunities exist in the retail industry especially in these business segments - In store,

Merchandising and Mobile Commerce. Android was identified as the most popular mobile platforms

globally followed by iOS, so it’s recommended to offer mobile marketing solutions on these

platforms.


Based on the research findings, it was concluded that Email marketing was among the most widely

used marketing tool by the marketing companies in the retail sector. E mail Marketing pricing

offering is very competitive in Asia Pacific region so most of the companies price quotation are on

the average range and very similar. The real differentiators are the service offerings and access to

Email address list with demographic details.


Chapter 2

RESEARCH METHODLOGY2.1 Objectives of the Study

2.2 Hypothesis

2.3 Research Design

2.4 Sample Design

2.5 Scope of the Study

2.6 Research Limitations


2 Research Methodology

2.1 Objectives of the Study

Primary Objectives:

To identify opportunities for Mobile Marketing in the Retail Industry.

To identify opportunities for Email Marketing in the Retail Industry.

Secondary Objectives:

To study profiles of mobile solution providers participating in National Retail Federation 2013

along with their business categories, solutions and supported mobile platforms in order to identify

mobile marketing opportunities.

To study profiles of marketing companies participating in National Retail Federation 2013

along with their business categories, solutions and supported marketing tools/platforms in order to

identify Email Marketing opportunities.

To study profiles of Email Marketing companies from Asia Pacific and Middle East region and

recommend pricing model/quotes for the region.

To find out market share of Mobile Operating Systems – Android, iOS,

RIM (Blackberry OS), Symbian (Nokia) and Windows Mobile in different regions across the

globe.


2.2 Formulation of Hypothesis

Hypothesis is a tentative theory or supposition provisionally adopted to explain certain facts and

guide the investigation of others. It is a tentative and declarative statement formulated to be tested

describing relationship between concepts. Hypothesis is a statement of predicated outcomes of the

research. A hypothesis is proposition which the researcher wants to verify.

Reject

Accept

Design Experiment

Acquire/Analyze Data

Generate Hypothesis

Idea

Figure 1: Formulation of Hypothesis


There are a lot of open/unexploited opportunities existing in the mobile and email marketing in the

Retail Industry. The purpose of this research is to establish the hypothesis by identifying

opportunities and trends.

Research Hypothesis:

With new trend of more and more users switching to smart phones across the world, there is

larger audience for marketing on mobile in general.

There is strong mobile application development community which is enabling increased

consumer presence on mobile because of applications such as Facebook, twitter etc.

Email and Mobile Marketing adoption in retail industry is quite likely because of the online

presence of most of the retail outlets and growing buzz of Ecommerce.

Retail industry across the world is expected to grow many folds in future – so there is tremendous

growth opportunity for marketing innovations.

2.3 Research Design

The research design is the conceptual structure within which research is conducted. It is a plan of

action, a plan of collecting and analysing

the blue print for the collection, measurement & analysis of data. The proposed study is an

exploratory cum descriptive.

Figure

Descriptive

Exploratory Research


analysing data in economic, efficient and relevant manner. It contains


Figure 2: Research Design Interaction

Descriptive Research

Causal Research


data in economic, efficient and relevant manner. It contains



Exploratory Research is designed to generate basic knowledge, clarify relevant issues uncover

variables associated with a problem, uncover information needs and define research objectives. This

research used this exploratory design to explore information on mobile and marketing companies in

retail industry. On the preliminary stage, broad sources of information were identified and then

each of those information were studied/explored in detail to find out specific details such as product

offerings, supported platforms and business solutions. Most of the research design was based on

secondary data sources.

Descriptive Research is designed to provide further insight into the research problem by describing

the variables of interest. It can be used for profiling, defining segmentation, estimating, predicting

and examining associative relationships. This research used descriptive research design for getting

exact information on price quotation on email marketing in Asia Pacific region. This region was

identified after initial analysis using exploratory research method.

2.4 Sample Design

Sampling is the selection of some part of an aggregate or totality on the basis of which a judgment or

inference about the aggregate or totality is made. Generally, sampling methods can be categorized as

probability and non-probability sampling meth

Figure

For the purpose of sample design, non

Nonprobability sampling is any sampling method where some elements of the population

have no chance of selection (these are sometimes referred to as 'out of coverage'), or where the

probability of selection can't be accurately determined. It involves the selection of elements based on

assumptions regarding the population of interest, which forms the criteria for sel

because the selection of elements is non

estimation of sampling errors. These conditions give rise to

Sample Design

Probability Sample Methods

Non Probability Methods

is the selection of some part of an aggregate or totality on the basis of which a judgment or


probability sampling method.

Figure 3: Methods of Sampling

For the purpose of sample design, non-probability sampling scheme was chosen.

is any sampling method where some elements of the population

(these are sometimes referred to as 'out of coverage'), or where the


assumptions regarding the population of interest, which forms the criteria for sel

because the selection of elements is non-random, nonprobability sampling does not allow the

estimation of sampling errors. These conditions give rise to exclusion bias, placing limits on how

Probability Sample Simple Random

Systematic Random

Stratified Random

Cluster Sample

Area Sample

Non Probability Methods Convenience Sample

Snowball Sample

Judgement sample

Quota Sample

is the selection of some part of an aggregate or totality on the basis of which a judgment or


is any sampling method where some elements of the population

(these are sometimes referred to as 'out of coverage'), or where the


assumptions regarding the population of interest, which forms the criteria for selection. Hence,

random, nonprobability sampling does not allow the

placing limits on how


much information a sample can provide about the population. Information about the relationship

between sample and population is limited, making it difficult to extrapolate from the sample to the

population.

For the purpose of this research, sample was chosen as all the participant companies for National

Retail Federation 2013 expo.


2.5 Scope of Study

The study was carried out to identify opportunities of mobile and email marketing in the retail sector

and at the time asses the competition for Syntellinex. This research was done to collect the

information on current players/companies in mobile marketing & email marketing segment in the

retail industry especially in North America region, Asia Pacific region and Middle East region. The

companies under study were primarily scoped as all the companies participating in National Retail

Federation 2013 expo.

The data collection of the study for company profiling was scoped to following details:

Company Name

Corporate Website URL

Brief Description of the Company

Business Segment and Solutions Offered

Mobile/Marketing Platform supported

This data is very important for Syntellinex as they are exploring opportunities to offer solutions in

mobile marketing and email marketing with retail sector as primary target. The finding and

recommendations from the research would be used to define future strategy for the company in

respect of market scope, initial target market, and pricing strategy.


2.6 Research Limitations

Research and analysis were based only on the secondary data available from the internet so any

error in the data gathering by the original source may generate inaccurate results.

Non-Probability Sampling Technique was used for data collection so estimation of sampling

errors was not possible. This leads to exclusion bias on the results based on the fact that how

much information a sample can provide about population.


Chapter 3

CRITICAL REVIEW OF

LITERATURE3.1 Research on Mobile in Retail by Global Language of Business

3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision

3.3 India e-Marketing Outlook 2012 by Octane Research

3.4 Marketing Platforms/Tools

3.5 Mobile Marketing

3.6 Email Marketing

3.7 Mobile Platforms


3 Critical Review of Literature

The overall purpose of a literature review is to critically appraise and synthesize the current

state of knowledge relating to the topic under investigation, as a means of identifying gaps in

the knowledge that a new study would seek to address.

3.1 Research on Mobile in Retail by Global Language of Business

This research reports contains information on the retail store – future vision empowered by Mobile

Technologies. It explores how consumers equipped with modern mobile phones connected to the

internet will impact retail stores and how anyone making, promoting or selling products in a brick and

mortar retail environment can prepare for it. This research is focused on how mobile phones support

richer, more enjoyable and more efficient and more relevant shopping experiences for consumers.

Key findings from the research:

There is huge potential to be gained by integrating mobile technologies into retail and specifically

into in-store environments.


3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision

Mobile advertising in 2020 will be mobile directed advertising which is selected and chosen by the

individuals themselves. Individuals and not consumers; consumers remain a group or type of person

which conforms to a pre-defined segment by the brands. Individuals, on the other hand, are fully

independent, they may let you know them or part of them but they will never let a brand own them. It

is the individual who will be the pivotal player in the mobile advertising domain of the future and the

mobile device will be a technological representation of them. The mobile phone will transform from

being seen as a new personalized channel to receive advertisements on; to a device which will

orchestrate where, when and how selected advertiser’s information will be delivered.

Implications for Marketers:

Mobile is going to be a significant media channel.

Early adopters will benefit from low cost experimentation and first mover advantage.

Mobile advertising is not simply an extension of other media plans - it requires a different mind-

set, a distinct process and new metrics.

New forms or collaboration intra-company and across company are both possible and necessary

in the emerging mobile space.

The cost of entry is currently low.


Implications for Operators:

Mobile advertising can unlock new revenue.

Inventory is a valuable asset for both mobile advertising and own base marketing activities.

Uptake of mobile advertising will increase where Operators are able to provide an integrated

ability to access their inventory by all parties.

Increase subscriber loyalty by providing relevant and targeted promotions.

Reward your subscribers for maintaining their profiles -increasing the value of your inventory as

well as ensuring their user experience is enriched.

Identify your strategic ambitions in relation to the mobile advertising value chain.


3.3 India e-Marketing Outlook 2012 by Octane Research

Top 5 industry verticals in India in terms of e-marketing investment are:

Retail & Distribution (include online retail and e-commerce)

Media & Entertainment

IT & ITES

Services and Consulting (including Marketing Agencies)

Education

Customer Acquisition

It continues to be the primary goal for existing & new marketing initiatives over the last two years

Social media

Social Media initiatives are gaining momentum and email continues to be the most effective

marketing channel. Social Media (68.8%) and Email marketing (53.1%) emerged as top 2 online

marketing initiatives that will see an increase in marketing investments in 2012.

No Spam

A majority of Indian marketers (36%) wanted a code of conduct by an industry body like IAMAI,

while 31.5% of the participants believe stronger anti-spam laws in like CAN-SPAM would help curb

the spamming campaigns.


SMS vs. Email

As a direct result of TRAI directive on usage of SMS for promotional messages, approximately

35.3% of the respondents plan to increase their budgets towards email marketing by more than 11%

in 2012.


3.4 Marketing Platforms/Tools

With emergence of web and mobile channels, marketing companies are able to new various types of

marketing platforms in addition to traditional channels. These are types of the marketing platforms

that are generally offered by these companies:-

Email Marketing: Using lists of email addresses to deliver content and promotional offers to

potential customers.

Mobile Marketing: Mobile marketing is a “marketing method” of promoting one’s business

using a mobile phone.

o SMS Marketing

o MMS Marketing

o Apps Marketing

Web Marketing: Web marketing is the general term for marketing done on the Internet through

Social Networking Media, Web Advertisements, etc.

Digital marketing: Digital marketing is the use of internet connected devices to engage a

customer with online advertising in order to promote products and services. Internet connected

devices are those such as web browsers, smart phones and game consoles.


Database Marketing: Database marketing is a form of direct marketing using databases of

customers or potential customers to generate personalized communications in order to promote a

product or service for marketing purposes. The method of communication can be any addressable

medium, as in direct marketing.


3.5 Mobile Marketing

The mobile is a constant ever increasing piece of technology that is becoming more and more

affordable and convenient for people all over the world to use, not just using it for communication but

for social statutory reasons as well.

Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either

to send a simple marketing message, to introduce them to a new audience participation-based

campaign or to allow them to visit a mobile website. Mobile marketing is a “marketing method” of

promoting one’s business using a mobile phone.

Types of Mobile Marketing:

Text/SMS Marketing: Short message service (SMS) or sent to potential customers through the

mobile phone using a short code with is a short number of 4-6 digits or a short code with it the usual

9 digit number system that is referred to as a long code. For example: Get 15% of all checked T-

Shirts when you shop at Marks n Spencer outlets countrywide.”

Mobile Web: 90% of mobile handsets is internet ready. This is basically advertising on internet web

pages that are supposed to be for mobile technology. An example of platform supporting this is ‘Ads

by Google’.

MMS (multi-media message service): These are messages that are sent to customers using multi-

media message service which is exactly like SMS, but can potentially contain a picture, video and or

audio.


Mobile Applications/Games: This from of mobile marketing involves have your ads inside of a

mobile application/game. Mobile Apps are little software programs you download from an app store

connected with your mobile device’s operating platform. There’s the App store from Apple for

iPhones, and similar ones for Droid and Blackberry-based mobile devices. Apps (short for

applications) can be anything from games such as Words with Friends to specialized information and

entertainment experiences like the one from ABC News. Some are free while others have a cost

associated with them.

For businesses, building an application might be a smart way to reach consumers in a compelling

way. Whether it’s delivering company news, coupons or specials or engaging customers around your

business in some fashion (quizzes, polls, games, etc.), you can be an ever-present icon on a

customer’s mobile desktop, increasing the chances they’ll remember you when they’re ready to buy.

Voice Marketing: These are pre-recorded messages that are broadcast numbers from a computer

managed list. IVR (Interactive voice response) is that automated voice that guides you through your

mobile provider’s customer mobile service section.

Bluetooth: It is often referred to as, “proximity marketing.” For example, if you walk into a store

using Bluetooth, and your phone’s Bluetooth functionality is turned on, you would receive a custom

message, like a text, that might say, “Special offer on Pepsi products!” Brands can use Bluetooth

technology in shelf and floor displays, too, so the message may be from the store, or it might be from

the actual brand as well.


3.6 Email Marketing

A type of direct digital marketing that uses electronic mail (also called email or e-mail) as the

marketing communication delivery method. Email marketing is used in a number of ways by

organizations and marketers for brand and customer loyalty building, acquiring or converting

customers, company advertisements, or for communicating promotional offers and more.

Advantages of Email Marketing:

Low Cost – Communicating via email has many of the advantages of traditional direct mail but

with much lower costs.

Speed – If you need to you can get a message out to your entire list very fast.

Ease (both for you and the reader) – For your marketing to be a success it has to be easy for the

recipient, but it helps that email marketing is easy for you too as it means you can do it yourself.

Push – While websites and RSS are “pull”, in that the visitor has to come to you, with email you

can send your messages out, reminding and re-engaging readers.

Personalized – The more information you collect, the more messages can be tailored and

personalized. Email also has the particularly special ability to segment, meaning you can split

people off into smaller, more focused lists.

Viral – It’s so easy for people to forward your message on to others, spreading further than you

could alone.


Tracking – Everything from how many emails were opened, through to each individual link click

can be tracked, meaning you can hone your techniques and improve performance

Testing – Along with tracking, you can test different subject lines, calls to action, use of images,

and so on, to further improve your results

Complimentary – Email, while an excellent tactic, does not replace your other marketing

activities but compliments them extremely well. Combining multiple tactics can build very

profitable marketing campaigns.

Opt-In – Perhaps most important, the best email lists are always opt-in, meaning you have

permission to contact the person. This permission is very powerful and should not be

underestimated.


Types of Email Marketing:

Direct Email:

Direct email involves sending a promotional message in the form of an email. It might be an

announcement of a special offer, for example. Just as one might have a list of customer or prospect

postal addresses to send your promotions too, so you can collect a list of customer or prospect email

addresses. One can also rent lists of email addresses from service companies. They'll let you send

your message to their own address lists. These services can usually let you target your message

according to, for example, the interests or geographical location of the owners of the email

Email Newsletter:

Instead of promotional email designed only to encourage the recipient to take action (buy something,

sign-up for something, etc.), one might send out retention emails. These usually take the form of

regular emails known as newsletters. A newsletter may carry promotional messages or

advertisements, but will aim at developing a long-term impact on the readers. It should provide the

readers with value, which means more than just sales messages. It should contain information which

informs, entertains or otherwise benefits the readers.

Transactional Emails:

Transactional emails are usually triggered based on a customer’s action with a company. Triggered

transactional messages include dropped basket messages, purchase or order confirmation emails and

email receipts.


3.7 Mobile Platforms:

A mobile operating system (mobile OS) is the operating system that controls a smartphone, tablet,

PDA, or other mobile device. Modern mobile operating systems combine the features of a personal

computer operating system with touchscreen, cellular, Bluetooth, Wi-Fi, GPS mobile navigation,

camera, video camera, speech recognition, voice recorder, music player, personal digital assistant

(PDA), and other features.

Android:

Android was developed by a small start-up company that was purchased by Google Inc. in 2005, and

Google continues to update the software. Android is a Linux-derived OS backed by Google, along

with major hardware and software developers (such as Intel, HTC, ARM, Samsung, Motorola and

eBay, to name a few).

iOS:

The Apple iPhone, iPod Touch, iPad, and second-generation Apple TV all use an operating system

called iOS, which is derived from Mac OS X.

Blackberry OS from RIM:

This OS is focused on easy operation and was originally designed for business. Recently it has seen a

surge in third-party applications and has been improved to offer full multimedia support. Currently

Blackberry's App World has over 50,000 downloadable applications.


Symbian OS:

Symbian had the largest smartphone share in most markets worldwide about two years back.

However, its market share has gone down in last couple of years because of emergence Android and

iOS and lack of penetration by Nokia in smartphone market.

Windows Mobile from Microsoft:

Windows Mobile's market share has sharply declined in recent years. Microsoft is phasing out the

Windows Mobile OS to specialized markets and is instead focusing on its new operating system and

software platform, Windows Phone. Nokia and Microsoft recent ties up mean that new Nokia

smartphones would mostly be using Window Mobile operating system.


Chapter 4

DETAILS OF DATA COLLECTIONS4.1 Mobile Solution Providers

4.2 Market share of Mobile Platforms

4.3 Marketing Companies

4.4 Email Marketing: Companies/Pricing


4 Details of Data Collection

Data is defined as facts presented to the researcher from the study of the environment.

Basically data are divided into two types.

Primary Data: Primary data are collected for the first time by the investigator for her own use. For

this marketing research, price quotation on Email Marketing were collected for companies in Asia

Pacific region using following channels: direct calling and posting information request via Email

Secondary Data: Secondary data are data which are collected by somebody else. This research used

secondary data sources such as company listing at National Retail Federation 2013, information from

corporate web sites of the companies, Company Search using Linked In, various research survey

reports published on the web and general search using web search engines such as Google.

Research was conducted in four different modules –

Module 1: Mobile Solution Providers

Topic: List Mobile Solution Providers participating in NRF Expo 2013 and find supported platforms.

In depth study was conducted and following details for each company were captured as part of the

research:

Company Name

Company URL

Brief Description

Business Category

Solutions

Supported Mobile Platforms (e.g., iOS, Android, BlackBerry OS, iPad, etc.)


Module 2: Market Share of Mobile Platforms

Topic: Find out market share of different mobile platforms globally

Internet Search was used to collect data published by different Market Research Companies to find

out market share of all the mobile platforms – Android, iOS, Blackberry, Windows Mobile, etc.

Module 3: Marketing Companies

Topic: List the company’s participation in NRF Expo 2013 and find the Marketing Solution

providers.

In depth study was conducted and following details for each company were captured as part of the

research:

Company Name

Company URL

Brief Description

Business Category

Solutions

Supported Platforms (e.g., Email Marketing, SMS Marketing, MMS Marketing, Direct

Marketing, Mobile Marketing etc.)

Module 4: E Mail Marketing Companies/Pricing

Topic: List Email marketing companies from Asia Pacific region along with contact details and

pricing information.

Internet Search was used to list Email marketing companies in Asia Pacific region involved in mobile

industry. Professional Networking web sites such as Linked In, Manta.com and general internet


search were used to create the extensive list of companies. Following details were captured as part of

the activity –

Company Name

Company URL

Brief Description

Business Category and Solutions

Pricing Information

Contact Details


Description of Data Collection: As part of the research, following data were collected. Detailed

description is provided in the subsequent sections.

4.1 Mobile Solution Providers

In Depth analysis of all the mobile solution provider companies participating in NFR 2013 Expo was

conducted. Corporate web sites of each of these companies were explored to identify business

solution and supported mobile platforms. A questionnaire was created as part of this module.

A total of eighty five companies’ information was listed as part of the research with detailed profile

along with supported mobile platforms.

Some of the listed companies are as follows.

Aruba Networks

ARTS Pavilion

Agilysys, Inc.

AIRTAG

Brother Mobile Solutions

BIXOLON America

Cross View, Inc.

Cornell-Mayo


Sample profiling of some of the companies from the list –

1.) Company Name: Cornell-Mayo

Company URL: http://www.cornell-mayo.com

Brief Description:

Cornell-Mayo Associates offers the "Store of the Future" today with exciting, new Mobile solutions.

With "First to Market Solutions" on Apple mobile hardware platforms, CMA has extended its "Store

Systems Anywhere" philosophy. With Omniexpress™ can achieve the ultimate in Mobile

productivity.

Business Categories:

In-Store Application

Retail Technology Solutions

POS

Solutions:

Store Management

Mobile Solutions

Supported Platforms:

iPhone (iOS)

iPad

Android


2.) Company Name: Koamtac, Inc.

Company URL: http://www.koamtac.com

Brief Description:

KoamTac's creates application generation software that enables barcode scanning integration without

modification to most line-of-business applications and supports all major Smartphones.


Information Technology

In-Store - Scanning Technology

In-Store- Retail Technology Solutions

Storage & Distribution

Solutions:

Transportation and Logistics,

Distribution and retail,

Hospitality


iPhone (iOS)

Android

BlackBerry


3.) Company Name: AirWatch

Company URL: www.air-watch.com

Brief Description:

AirWatch’s secure, web-based solution provides a single, integrated view of a retailer’s entire fleet of

both corporate and employee-owned Apple iOS, Android, Blackberry, Symbian and Windows

devices.


Application Management

POS

In-Store

Decision Support System

Solutions:

Mobile Application Management

Mobile Content Management

Mobile Email Management


iPhone

Android

BlackBerry

4.) Company Name: Kony Soultions

Company URL: www.konysolutions.com

Brief Description:

Kony Solutions enables companies to offer consumers feature

Kony Mobile Application Platform™

future proof a company’s mobile investment by enabling applications

channels, ensuring faster adoption of new operating systems and standards as they are introduced

while eliminating maintenance and upgrade


Application Service Provider

E Commerce

Solutions:

Retail Banking,

Retail Brokerage

Enterprise Asset Management


iOS (iPhone/iPad)

Android

BlackBerry

Kony Soultions

www.konysolutions.com

Solutions enables companies to offer consumers feature-rich mobile applications through the

Kony Mobile Application Platform™. Leveraging a proprietary Kony’s unique platform is proven to

future proof a company’s mobile investment by enabling applications to be changed once for all

channels, ensuring faster adoption of new operating systems and standards as they are introduced

upgrade.

rich mobile applications through the

Kony’s unique platform is proven to

to be changed once for all

channels, ensuring faster adoption of new operating systems and standards as they are introduced,


4.2 Market Share of Mobile Platforms

Global Market Share of Mobile Operating System:

Mobile Platform Q1 2012

Android 59%

iOS 23%

Smybian 6.8%

RIM(Blackberry) 6.4%

Windows 0.3%

Others 4.5%

US Smartphone Market Share by OS:

Mobile Platform Dec 2010 Dec 2011

Android 29% 47%

iOS 25% 30%

RIM ( Blackberry) 32% 16%

Windows 8% 5%

Smybian 3% 2%

Europe Smartphone Market Share by OS:

Mobile Platform Dec 2011

Android 28%


iOS 21%

RIM ( Blackberry) 9%

Windows 6%

Smybian 32%

China Smartphone Market Share by OS:

Mobile Platform Feb 2011

Android 11%

iOS 59%

Smybian 3%

Others 27%

Australia Smartphone Market Share by OS:

Mobile Platform Feb 2011

Android 11%

iOS 74%

Smybian 9%

Others 6%


4.3 Marketing Companies

In Depth analysis of all the marketing companies participating in NFR 2013 Expo was conducted.

Corporate web sites of each of these companies were explored to identify business solution and

supported marketing platforms. A questionnaire was created as part of this module.

A total of one hundred thirteen companies were listed as part of the research with detailed profile

along with supported marketing platforms. Research was conducted in view of identifying usage

pattern of following platforms by these companies.

SMS Marketing

MMS Marketing

Email Marketing

Web Marketing

Apps Marketing

Digital Marketing

Database Marketing

Direct Marketing

Some of the listed companies are as follows.

1010data

Avanade, Inc.

Chain Store Guide

Cherry

Cisco


Experian QAS

First Insight

Foresee

Hewlett-Packard Co.

IBM Corporation

Sample profiling was done similar to Module 1.

1.) Company Name: Vision6

Company URL: http://www.vision6.com.au

Brief Description:

Vision6 is a global leader in SMS & Email Marketing and Database Management solutions. Its award

offers a powerful, on demand solution delivering automated marketing, email marketing system

analytics, online surveys, Email & SMS creation, sales lead generation and extensive list

management all within an intuitive and spam compliant framework.


Information Technology and Services

Solutions:

Marketing

Advertising

Email Marketing

2.) Company Name: MailAndMine

Company URL: http://www.mailandmine.com.au

Brief Description:

They love to help businesses achieve great results and consistently grow loyalty. They cut through the

Email marketing hype to ensure your business gets the best Email Software Technology and Email

Campaign Support at the best price.



Solutions:

Email Newsletters

Email Marketing

Email Software

Email Marketing Software

3.) Company Name: The Marketing Network

Company URL: http://www.themarketingnetwork.com.au/

Brief Description:

The Marketing Network is one-stop marketing & management consultancy (as well as a free

information portal) focused on finding, attracting and reta

Professional Services and B2B Companies.

http://www.mailandmine.com.au




The Marketing Network

http://www.themarketingnetwork.com.au/

stop marketing & management consultancy (as well as a free

information portal) focused on finding, attracting and retaining customers for our SME clients

Professional Services and B2B Companies.



stop marketing & management consultancy (as well as a free

ining customers for our SME clients –


Marketing and Advertising

Solutions:

Marketing Strategy

Marketing Communications

Brand Strategy

Website Design

Digital Marketing

Social Media Marketing

Online Marketing

Email Marketing

4.) Company Name: Internet Marketing Pro

Company URL: http://www.internetmarketingpro.in

Brief Description:

Internet Marketing Pro offers professional internet

Email Marketing. They have team of professionals who have the ability to deliver the best results by

bringing organic traffic to your site. They at Internet marketing pro understand the internet very well

so we have the ability to deliver the best to our customers.

Internet Marketing Pro

http://www.internetmarketingpro.in

Internet Marketing Pro offers professional internet marketing services as such SEO, PPC, SEM and



have the ability to deliver the best to our customers.

marketing services as such SEO, PPC, SEM and





Marketing and Advertising

Solutions:

Search Engine Optimization

Search Engine Marketing

Pay per Click

Social Media Marketing

Email marketing


4.4 Email Marketing Companies/Pricing

A thorough listing was done for the Email marketing companies in Asia Pacific region along with

their contact details. Different professional networking websites such as Linked In, Manta.com, etc.

were used in creating the extensive list of such companies. A total of about six hundred Email

marketing companies were listed as part of this research.

Some of the listed companies are as follows –

Vision6

EzyMsg

Melon Media Sydney

Groovy Mail

Apex Pacific

Interact Guru

V.Sop Design

Pinpointe

Blayn Inc.

Campaign Monitor


Pricing of Email Marketing:

As part of research, pricing Quotation for about fifty Email Marketing companies was also done. The

pricing of some of the companies listed in the sheet are as follows:

1.) Company’s Name: Vision6 (Australia)

Company URL: http://www.vision6.com.au

Pricing:

Email Send Fees:

The email send costs are calculated on the total number of emails sent throughout the month.

Package Size Price/email

0-200 US $ 0.04

201-2000 US $ 0.03

2001-10,000 US $ 0.03

10,001-100,000 US $ 0.01

10,0001-250,000 US $ 0.0075


2.) Company’s Name: Nexus Mailer (Hong Kong)

Company URL: http://www.nexusmailer.com/

Pricing:

Self Service E-mail Marketing

Package Name No. of Subscribers Monthly Yearly

NM-1k 1000 US$29.95 US$329.00

NM-3k 3000 US$44.95 US$494.00

NM-5k 5000 US$59.95 US$659.00

NM-10k 10000 US$79.95 US$879.00

NM-25k 25000 US$139.00 US$1529.00

NM-50k 50000 US$199.00 US$2189.00

NM-75k 75000 US$259.00 US$2849.00

NM-100k 100000 US$319.00 US$3509.00

Bundled Packages

Four Star One Page Newsletter Design Send e-mail campaign + Import/Export e-mails

+ Reports

$300 + NM Package

Three

Star

Send e-mail campaign + Import/Export e-mails + Reports

$99 + NM Package


3.) Company’s Name: SalesCatalysts.com (Hong Kong & Thailand)

Company URL: http://www.salescatalysts.com

Pricing:

Monthly Subscription plans

(For regular email campaigns)

MONTHLY SUBSCRIPTION PLAN (ideal for regular email campaigns)

No. of Email Credit / Month US Dollar Hong Kong Dollar

1,000 US$24 HK$200

1,800 US$38 HK$300

2,500 US$46 HK$360

4,000 US$64 HK$500

8,000 US$110 HK$900

10,000 US$120 HK$1,000

CREDIT REFILL PLAN (ideal for occasional email campaigns)

Total No. of Email Credit US Dollar Hong Kong Dollar

5,000 US$198 HK$1,600

10,000 US$338 HK$2,800

15,000 US$498 HK$4,000

20,000 US$630 HK$5,000


Chapter 5

FINDINGS AND ANALYSIS


5 Findings and Analysis

Every study is conducted for the purpose of getting some results. And without analysis and

interpretation of data received in the study, a researcher is not able to make any judgments. For this

purpose in this chapter data are analysed.

Mobile Marketing companies:

Business Categories/Solutions offered by mobile marketing companies in the retail industry.

Total Companies: 85

Business Categories/Solutions No. of Companies

Supply Chain Management 21

Customer Relationship Management 17

Merchandising 32

In store 59

Point of Sale 50

Information Technology 50

Supply and Distribution 23

Safety & Security 10

Decision Support System 8

Communication 18

E Commerce 6

SCM- Supply Chain Management

CRM- Customer Relationship Management

POS – Point of Sale

IT – Information Technology

S & D- Supply & Distribution

S & S- Safety & Security

DSS- Decision Support System

E.C- Electronic Commerce

25%20%

38%

70%

59% 59%

27%

12% 10%

21%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

SCMCRM

Mer

chan

disin

g

In-S

tore

POS I.T

S & D

S & S

D.S.S

Comm

u.E.C

Business Categories

co

mp

an

ies

%

Figure 4: Business Categories Distribution


Findings:

Most of the companies are in the Business category of In-Store i.e. about 70%.

Other Business categories like Point of Sale and Information technology are of 59%.

Rest of the business categories includes:

o SCM-25%

o CRM-20%

o Merchandising-38%

o Supply & Distribution-27%

o DSS-10%

o E Commerce-10%

Mobile Marketing Companies:

This is analysis of supported mobile p

Total Companies: 40

Supported Mobile Platforms

iPhone/iPod ( iOS)

Android

iPad (iOS)

Blackberry OS

Other Mobile Platforms

Figure 5: Supported Mobile Platform

ompanies:

This is analysis of supported mobile platforms by the companies in the retail industry

Supported Mobile Platforms No. of Companies

26

25

25

10

25

: Supported Mobile Platforms Distribution

ndustry.

Global Market Share of Mobile Platforms

Mobile Platform Q1 2012

Android 59%

iOS 23%

Smybian 6.8%

RIM(Blackberry) 6.4%

Windows 0.3%

Others 4.5%

Figure

23.0%

0.3%6.8%

6.4% 4.5%

of Mobile Platforms:

Q1 2012

59%

23%

6.8%

6.4%

0.3%

4.5%

Figure 6: Market Share Mobile Platforms

59.0%

Android

iOS

Windows

Symbian

Blackberry

Others

Android

Windows

Symbian

Blackberry

Others


Findings:

30% of the companies used iPhone as supported platforms for their solutions.

The companies using iPad and Android are approximately same (29%)

Blackberry OS is less popular compare to other platforms

Companies using other than these platforms are 29%.

Android has the highest market share in smartphone market globally, closely followed by iOS.

Marketing Companies:

Marketing platforms used by companies in the retail industry.

Total Companies: 112

Marketing Platforms No. of Companies

SMS Marketing 35

Email Marketing 54

QR Codes 9

Web Marketing 42

Point of Sale 17

Direct Marketing 44

Bluetooth Marketing 7

Digital and Media Marketing 23

Database Marketing 10

Others 27

% of Companies using the different Marketing Platforms

32%

4%

49%

8%

38%

15%

40%

10%

24%

12%

25%

0%

10%

20%

30%

40%

50%

60%

SMS

MMS

eMail QR

Web

POS

Direct

Marketin

g

Bluethooth

Digital/M

edia

Database

Others

Marketing Platforms

No

. of

Co

mp

an

ies

(%

)

Figure 7: Marketing Platforms Distribution


Findings:

Most of the companies are engaged in email Marketing. Approximately 50% of the marketing

companies are using email marketing.

The second most preferable marketing tools used by the companies are Direct Marketing and Web

Marketing, which is about 40% and 38%.

32% of marketing companies are using SMS Marketing.

24% of companies listed in NRF under Marketing categories are using Digital marketing or

Media marketing.

15% and 12% of companies are using POS and Database marketing.

Rest of the 8% and 4% of companies are using the QR codes and MMS marketing.

25% of companies are using the marketing tools other than these marketing platforms, which

includes-

o Online Marketing

o E-Marketing

o Online Payment etc.


Chapter 6

CONCLUSIONS, SUGGESTIONS &

LIMITATIONS

6.1 Conclusions/Suggestions

6.2 Limitations


6 Conclusions, Suggestions & Limitations

6.1 Conclusions/Suggestions

By analyzing the data collected from the NRF, it was observed that most of the companies are in

the Business categories of–In-Store and Merchandising. Few companies are in the categories of

E-Commerce, Decision Support System, Security and Safety. Therefore, these are the gaps where

one can be explored by new entrants.

Android and iOS based mobile marketing solutions were mostly offered in the retail industry

Android was identified as the most popular mobile platforms globally followed by iOS, so it’s

recommended to offer mobile marketing solutions on these platforms.

Most of the Marketing companies are not using Mobile Marketing .There is an opportunity for the

new entrants in this domain.

Email and Direct Marketing is still most preferable Marketing tool in the retail industry.

E mail Marketing pricing offering is very competitive in Asia Pacific region so most of the

companies price quotation are on the average range and very similar. The real differentiators are

the service offerings and access to Email address list with demographic details.


6.2 Limitations

Many companies did not provide product data on their web sites so this may lead to an

inappropriate data analysis.

While collecting information on pricing quotations many companies did not respond to queries so

findings do not include data of these companies.

Research and analysis were based only on the secondary data available from the internet so any

error in the data gathering by the original source may generate inaccurate results.

Research was conducted mostly from the companies participating in NRF 2013 event so analysis

and finding may not be representative of the actual facts.

Non-Probability Sampling Technique was used for data collection so estimation of sampling

errors was not possible. This leads to exclusion bias on the results based on the fact that how

much information a sample can provide about population.


Chapter 7

BIBLIOGRAPHY


7 Bibliography

Mobile in Retail. (2010). Retrieved from Global Language of Business: http://www.gs1.org/

Case Study:e-Marketing Outlook. (2012). Retrieved from Octane: http://octane.in/research/

Market share - Mobile OS. (2012). Retrieved from IDC: Analyze the Future: http://www.idc.com/

About the Company. (n.d.). Retrieved from Syntellinex: http://www.syntellinex.com/

Company List( 2013 Expo). (n.d.). Retrieved from National Retail Federation: http://www.nrf.com/

Digital Retail Apps. (n.d.). Retrieved from Kiosk: www.kiosk.com

Email Marketing. (n.d.). Retrieved from Verifone Inc: http://www.verifone.com

G.Vedamani, G. (2011). Retail Management. Delhi: Jaico Publishing House.

Home. (n.d.). Retrieved from CrossView, Inc.: http://www.crossview.com

Marketing Solutions. (n.d.). Retrieved from Zmags Corp: http://www.zmags.com

Mobile Advertising Vision 2020. (n.d.). Retrieved from OgilvyOne Worldwide: http://www.ogilvy.com

Mobile Advertising Vision 2020. (n.d.). Retrieved from Acision: http://www.acision.com/

Mobile Retail Solutions. (n.d.). Retrieved from Zebra Technologies: http://www.zebra.com

Mobile Technology. (n.d.). Retrieved from Time Trade: http://www.timetrade.com

Point of Sale - Mobile Offerings. (n.d.). Retrieved from Point of Sale Inc: www.erply.com

Product Information. (n.d.). Retrieved from Retail Anywhere: http://www.retailanywhere.com

Professional Networking Site - Company Search. (n.d.). Retrieved from Linked In: http://linkedin.com

Retail Solutions. (n.d.). Retrieved from QuickMedia: www.qwickmedia.com

Sontakki, C. N. (2010). Marketing Research. Himalaya Publishing House.


Chapter 8

ANNEXURE


8 Annexure

Annexure I:

Questionnaire on Mobile Marketing

Dear Sir/Madam I am conducting a survey on “Mobile Marketing”. May I have five minutes of yours

to fill-up the questionnaire?

Name (optional): ___________________

Sex: Male

Female

Age (in years): 15 – 25

26 - 35

36 - 45

Above 50

Email address: __________________

1.) Are you the decision maker /key influencer?

a) Decision Makerb) Key Influencerc) Others _________________

2.) Your preferred devices and mobile platforms:

a) Smartphone: Android, iPhone – Native Appsb) Blackberry: Native Appc) Java Handsets: Flip Phones-could be native app or mobile Webd) Palm: recommend mobile web experience only


3.) How often do you change or upgrade your cell phone? And why?

a) Monthlyb) Less than 1 yearc) 1 to 3 yearsd) 3 to 5 yearse) More than 5 years

___________________________________________________________________________

4.) What type(s) of Mobile Marketing have you used, or are you considering using, for your

business?

a) SMSb) MMSc) Mobile Web Applicationd) Bluetooth/Proximity Marketinge) Location based Marketingf) QR Codesg) Voiceh) Mobile Banner Addsi) We are not considering Mobile Marketing for our business.

5.) Which cell phone features do you struggle with using and what improvements would you

like to see?

_________________________________________________________________________________

___________________________________________________________________

6.) In regards to your cell phone, is functionality or styling more important to you? How would

you rate each on a scale of 1 to 10?

__________________


7.) How you do feel about mobile advertising overall?

_________________________________________________________________________________

___________________________________________________________________

8.) How do you feel when you receive unsolicited advertising on your cell phone? What if it is a

coupon or discount for a place where you are shopping?

_________________________________________________________________________________

________________________________________________________________

9.) What do you primarily use your mobile device for?

a) Callsb) Text messagesc) Check emailsd) Web Searche) Social Media/Netoworkingf) Online Shopping

10.) How comfortable are you with the features on your cell phone?

a) Very satisfiedb) Satisfiedc) Neutrald) Dissatisfiede) Very Dissatisfied

11.) How much would you be willing to pay to be able to access your bank account and conduct

business through your mobile device?

___________________________________________________________________________


12.) Did you feel mobile ads will replace traditional ads? Why or why not?

_________________________________________________________________________________

____________________________________________________________________

13.) What service or features on your phone do you think should be free?

_________________________________________________________________________________

____________________________________________________________________

14.) What is your primary purpose for using internet on your mobile phone?

a) To browse webb) To read Newsc) To read/send emailsd) To use online applications

15.) Do you think Internet on mobile would get better in the future?

a) Yesb) Noc) Maybe

16.) How much would you be ready to spend for an online application that you want to obtain?

a) Nothing only downloads free applicationsb) Less than $50c) From $51 to $100d) From $101 to $200e) More than $200


17.) What do you think about the rate of change in regards to mobile devices and how can a

mobile provider better ease their customers through it.

_________________________________________________________________________________

____________________________________________________________________

(Thank you for spending your valuable time for personal communication.)


Chapter 9

CASE STUDY


9 Case Study

About the Company

Syntellinex is an agile global corporation that helps its clients deliver exceptional value in the new

multi polar business world across diverse technology, domain and cultural platforms.

Our services range from traditional consulting engagements to diverse financial software

development and implementation projects across multiple geographical locations.

Our roots are spread in Asia Pacific, USA, Europe, Canada and Latin America thereby allowing us

Services Offering from the Company

Syntellinex was created to make offshore outsourcing feasible for small to medium size

businesses

It help companies across all industries to achieve a sustainable competitive advantage by making

offshore outsourcing deliver the results that they are looking for at a cost that their competitors can

only dream of. The consultants pursue the highest levels of integrity, quality and professionalism to

provide clients with compelling solutions for offshoring their initiatives.

Quality First

Quality is usually the first thing that comes to mind when Offshoring is mentioned. Syntellinex

methodology and proprietary tools backed by the experience and a client centric approach enable it to

provide unparalleled quality to our clients. It works hard to earn and maintain our clients’ trust and

confidence. So that it can provide quality professional services in an independent, objective, and

ethical manner, it has implemented a number of quality and compliance safeguards.


Flexible Delivery Models

The delivery and engagement model is simply what our Clients want it to be. From a simple Staff

Augmentation arrangement to complete Product Development and maintenance, it can make it work.

Syntellinex combines seamless offshore and onshore execution in an innovative manner to provide an

optimum combination of cost reduction and turnaround times.

Industry Experience

Syntellinex has successfully executed projects in various industry segments. Direct Marketing, Sales

Tools, E Commerce portals, Inventory Management to name a few.


Chapter 10

SYNOPSIS OF THE PROJECT


10 Synopsis of the Project

Project Title:

Marketing Research on “Mobile and Email Marketing Opportunities with reference to Retail

Industry”.

Name of the Company: Consensys Solutions India Pvt Ltd (Syntellinex)

Place of Training: Delhi

Role: Marketing Analyst

Project Duration: 2 Months

Project Guide: Mr. Amit Bhawik, Business Development Manager

Faculty Guide: Mrs Suksham Aneja, Asst. Professor (Finance), GIMT Noida

summer internship report email marketing and mobile marketing

Education

middle east

probability

communicating

regular email

asia pacific

generate inaccurate

decision support

corporate