airtel iCreate 2013 Executive Summary Guidelines

Name / Title of the idea

Team Name Campus Members

executive summary - guidelines

File naming convention to be followed is (Campus Name_Team Name.pdf)

Your submission must not exceed 5 relevant slides. Anything mentioned outside the first five slides will not be considered in the review process
You may add a maximum of 2 annexures (1 slide each again), if required

Context
Context
In this slide, we would see how we can put make different segments from different criteria
Key stats
51 million smartphone users in urban India 18-24 Highest usage of smartphones in this age-group (13%) - 2012 Almost 20% SEC-A, Urban Indian using smartphone - 2012 Smartphone YOY growth 52% (2008-12) North has the maximum penetration 10% as compared to 8% in West and 6% in East and South It is also impacted by the level of education amongst owners 12% penetration for undergraduate 20% penetration for post-grad and above
Web portals Video and Social Web-mail Online 0% 20% 29% 59%

SEC-A
Profile <18 18-24 24-30 School Students (high inc.) Mostly college students New Professionals (Unmarried) Professionals (Married, with new families & new responsibilities) Big position professionals mostly in managerial role Social Networking Online Search

Usage
Webmail

<Topic 2>

Video and Maps

Web-portals like shopping, banking or travel

Age

<Topic 3>

30-40 >40

Key Insights
Usage
82% 86% 90%

<Topic 4>

With increasing age-group, the involvement, frequency of use and information about the diverse products and services becomes much less The use for the smartphones become much more tasks oriented as we go up the ladder of age-group. That is, web-mail and portals become more important than social networking or games. Young users take much more advantage of tariff plans than older users Specific Usage
39% 33% 13% Online Finance Education

40%

60%

80%

100%

<Topic 5>

Key stats (2012)

Penetration of about 4% in rural India Active users 3.7% Mainly used for 31m active users who are online 75% use it for entertainment music, videos and photos at least once a month. 56% use the web for communications.

SEC-B, C, D and E

100% 50% 0%

80%

<Topic 6>

Social E-Commerce Networking

Key Insights for rural population

With increasing urbanisation, rural population is looking for education as a main target with entertainment at peripheral

Young Urban Target

Context
16-18 years is the new target group which has grown tremendously in one year time (5% to 22%)
Informative Is updated about all the plans and updates about new changes in the technology
Curious Always looking for new and updated options about the apps. Has many ideas of his/her own Socially Active Has many social networking account from FB to Twitter. Large number of online friends Dependent upon parents income, smartphone, after one time investment, is a much cheaper way of connectivity and entertainment at a same time

Young Urban Target

<Topic 3>

Usually buys what friends already have Buys a phone, usually asks friends for buying Internet Plan Ask the users to come up with design of a new apps of their own

Friendship packs for the whole group for buying together Feature and Price based different rates for different time of the day/night

<Topic 4>

Go-to market strategy for 16-30 years of age of customers

Build up the experience of sharing with more schemes on apps

<Topic 5>
Build that app for them and conduct competitio ns

<Topic 6>

Promoting their own app with the help of their network through mobile internet

Reduced prices on apps, especially games if downloaded together in a group Apps which can be used for online gaming and sharing scores can be introduced Try building a phenomenon with co-creation

Context

<Topic 2>

<Topic 3>

<Topic 4>

<Topic 5>

<Topic 6>

Targeting Rural People

Context
Purpose of Internet Access in Rural Areas

Key Insights
Active mobile phone users in rural areas to reach 27 Mn by 2013 end (IMRB Report) Major use is for entertainment purposes. Huge opportunity exists in enabling access to e-commerce, online finance and rural needs as can be seen. Increasing awareness in these fields would yield double advantages. Financial inclusion through mobile banking - an immense potential area.

What do rural people look out for? Entertainment: downloading songs. Ringtones Access to government services Information about job opportunities Education Exams, Universities, Test Centers Information about agricultural & financial products Information about health services
Barriers

<Topic 2>

<Topic 3>
Introduction Strategy

Language Barriers local language support missing Content not local and thus not relevant. Non-affordable smartphones
Go-to-market Strategy for Rural Customers

Growth Strategy
Once people have the smart phones, increase internet usage through a host of Value Added Services through either the portal (Airtel Live) or dedicated apps. Education information of exams, universities etc. Job related opportunities Agricultural Information crop prices, weather forecasts Banking solutions through portal Basic minimal plans at lowest possible prices. Promotion channels could be SMSs or advertisements on portal WoM will drive further growth

<Topic 4>

Tap rural potential through long term commitment Carrier (airtel) enabled smart phones at rock-bottom prices
Extremely low price will tackle the issue of affordability Airtel locked in as the telecom operator for a contract period. Provide basic plans for calling as well as basic internet plan. Apps based on local language Airtel live in vernacular

<Topic 5>

Communication in vernacular and dialects through fairs and haats. Ads in vernacular newspapers, wall ads and radio channels. Education is more imp. than communication.

Airtel Locked Smartphones at very low prices Development of vernacular apps and portal. Access to this portal at minimal prices Small denomination data recharges Combo of call+data recharge

<Topic 6>

Provide details of every data transaction through SMS Enable trials by the prospective customers and also increase loyalty.

Value added services important to rural people

Urban - Professionals
Context
Involvement
Need to travel Web-mail and news are the most important requirements Different tasks must be taken care online, on the go from Internet Banking, etc.

Knowledge
Understands the extra spending on internet without plans but doesnt have much motivation and time to know about them

1
Apps for connecting travel plans with automatic activation of roaming plans Apps for combining LinkedIn, Facebook, etc. to connect with old friends, Alma Mater and previous employers

2
Apps for connecting credit card payments with calendar and payment from Airtel Money Direct calls once in a month for finding out the status of consumers other requirements and current feedback

<Topic 2>

Target Consumer Delight

<Topic 3>

Story Board
This can be used in different channels like TVC, Radio, Newspapers for simple explanation and emotional connect

<Topic 4>

Its very simple!

So what exactly is this MB and GB these mobile companies talk about

<Topic 5>

<Topic 6>

I am the Beti So B and mom knows things 1000 times more than me, so that makes MB and GrandMa knows 1000 times even more so that makes GB! This is what Airtel provides us

3
5

Then please explain..

But who would have told us all these, if you wouldnt be there

Thanks