IndexOverview of Digital

• Key Internet Stats• Social Networking in India• Search in India

The Power of Mobile• Key Mobile Stats• Smart Phone Adoption and its usage• SMS + IVR and its usage

Pillars that help the Virtual World of Digital make a Real Impact

Overview of Digital

Key Internet Stats

SOURCE: IAMAI ICUBE OCT 2013 REPORT | AVENDUS REPORT 2013 | WORLD POPULATION STATISTICS

Daily Internet Usage is 4.5 times more than circulation of News Papers and Magazine

Daily Circulation of top English Newspapers

Circulation of top English Magazines

Times of India 7.25

Hindustan Times 4.34

Mumbai Mirror 1.08

The Telegraph 0.94

Economic Times 0.72

Others 1.75

Manorama Weekly 1.60India Today 1.10Morning Offers 0.70Readers Digest 0.60Business Today 0.18Others 0.43

20 Mn +Are exposed to print advertising>90 Mn +

Use the Internet Each Day

Most visited web properties as on Oct 2013

Unique Visitors (000)

Google Sites 69,393

Facebook 59,662

Yahoo! Sites 38,909

Microsoft Sites 31,332

Wikimedia Foundation Sites 24,934

Times Internet Limited 23,968

BitTorrent Network 22,640

Network 18 18,549

Ask Network 16,187

Rediff.com 13,897

Source: ComScore Media Metrix | MRUC – Indian Readership Survey

Social Networking in India

96mnON FACEBOOK

22mnON GOOGLE+

33mnON TWITTER

Source: Buzz Master at id8Labs Report 2014

Penetration of Social Media amongst Internet users

On Social Network

Facebook

Google

Twitter

Linkedin

0% 20% 40% 60% 80% 100% 120%

97%

94%

78%

67%

54%

72%

55%

35%

30%

24%

Used in the past monthOwn an account

Source: Buzz Master at id8Labs Report 2014

India is the Second Largest Market for Facebook

SOURCE: FACEBOOK PUBLISHER TOOL

Search in India

90%

GoogleYahooAskFacebookOthers

67.5Mn unique searches

6.4Bn searches

7.6Bn search result pages

Source: Buzz Master at id8Labs Report 2014

The Power of Mobile

Mobile Facts in India

11

Out of the 200Mn internet users, 103Mn access internet from their phone

9% of overall Internet page views in India come from mobile devices

40% of searches on Google originate from mobile device

30% of new registrations on Facebook are coming through mobile

Source: Avendus Report India's Mobile Internet 2013 | IAMAI 2013

85% of mobile internet users, access the internet everyday

30% of mobile internet consumption in 2013 was from tablets

80% of mobile phones in India are Feature Phones

Smart Phone adoption in India on the rise (In Mn)

12

2008 2009 2010 2011 2012

4363

92115

145

2142

77

137

275

2 4 11 2448

0.8 4.5 10 18 29

US China Japan India 90%

36%

121%

145%

Smart Phone adoption in India on the rise (In Mn)

Source: Avendus Report India's Mobile Internet 2013 | GOOGLE ‘Our Planet’ Report

CAGR (08-12)

95% of Smart Phone users search for local information via their phone

91% of Smart Phone users research products via their phone

54% of Smart Phone users shop via their phone

SMS + IVR and its usage

• There are 701Mn + voice subscribers in India

• All of them could be reached out to using SMS / IVR based campaigns

• This is not just a sure shot way of reaching out to them, but also provides an opportunity to talk to millions one on one.

13Source: Avendus Report India's Mobile Internet 2013

A case for SMS based campaigns

What makes SMS marketing more powerful than any other form of marketing?• 90% of mobile users keep phones within reach 24 hours a day• 90% of text messages are seen within 3 mins of delivery of the message• They provides an ability to send special offers and coupons to drive purchases

http://www.youtube.com/watch?v=BvvyEXZYrXY

Use of IVR in India

• An interesting use of IVR by Colgate where they asked the user to share their feedback on the taste of the Colgate Salt toothpaste via IVR

• One lucky winner got to watch a movie with the movie star Sonakshi Sinha

Interesting use of SMS worldwide

Text based messages could be used as a tracking mechanism. Vodafone has introduced remote monitoring to track the following• Prisoners• Pets• Vehicles• Room Temperature

http://www.youtube.com/watch?v=TRZuj6Lv6n8

Even SIM Cards could be used interestingly

Smart, Philippines' largest telecom, took SIM cards and turned them into a free school text book delivery mechanism called Smart TXTBKS.

http://www.youtube.com/watch?v=7bUGXqhrVrw

QR Codes help make virtual shopping possibleTesco in its effort to adjust to the local market of South Korea, decided to make shopping easy.• It allowed the hard working Koreans to shop on the go by setting up a virtual store. • All you needed to do was to scan a QR code using your Smart Phone.

http://www.youtube.com/watch?v=nJVoYsBym88

Tesco - Virtual Shopping Mall

Pillars that help the Virtual World of Digital make a Real Impact

Enabling Change

• Brands and their Social communities have taken the lead in making a difference to society.

• Even support shown virtually could have a big impact in the real world.• Garnier Men’s 2 Mn strong Social Community helped accelerate the process of

rural electrification.A simple Facebook Share or a Tweet helped bring light to villages across India.

http://www.youtube.com/watch?v=7y8Qa7K8OWU

Garnier MenPowerLight a Village

Personalisation

TATA DOCOMOHyper Personalisation

http://www.youtube.com/watch?v=RLoAdNIt8bo

• Thousands of brands are serving billions of ads across mediums everyday. No wonder consumers are turning a bling eye to them.

• Social Media provides an opportunity to talk to each user individually• TATA DOCMO took this ability a step forward with its Hyper Personalised ads

Utility

The VIP Fridge Magnet

http://www.youtube.com/watch?v=AU0KYo8_9Zs

• Digital innovations help make life easy. Mobile apps and gadgets such as the Nike Fuel band not just serve as a digital merchandise but also serve great utility.

• The VIP fridge magnet took the concept of utility to the next level by creating a ‘Pizza Emergency Button’. On the click of a button, the pizza would be delivered to your door step.

Canvas for Emotions

DoveCampaign for Real Beauty

http://www.youtube.com/watch?v=Ei6JvK0W60I

• Brands with their follower base have the potential to set trends. Trends that not just define fashion but also help change age old perceptions of mankind.

• Dove sends out a strong message to all the women in the world that ‘They are Beautiful when they are Natural’

Co-Creation

Maybelline – Baby Lips

https://www.youtube.com/watch?v=xFlyaeLAvO4&list=PLSE6psEzCd92-Ou-RwegqMCKpda59w2Ox&index=25

• With strong Social Communities and an ability to talk to followers real time, Brands are co creating Advertising Campaigns along their Fans.

• And when the consumer owns the campaign as much as the brand, it is sure to go viral.

• Maybelline co created India’s first crowd sourced ‘Kiss Song’ with its 3Mn strong Facebook Community. And the Maybelline girl sang and shared it with all her heart.

Buzz via Marketing to a Few

Ford Fiesta Influencer Reach-out

http://www.youtube.com/watch?v=QH-_WEHJfaE

• Influencers play a key role in the success of a marketing campaign on digital. By making them try a product and sharing their reviews, their followers get first hand feedback.

• Hence by reaching out to a few select people, brands can change opinions of millions.• Ford Fiesta managed to change the age old perception

‘Ford does not make cars for the young generation’ through its Fiesta Movement