Driving Value through Customer Engagement

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Driving Value through Customer Engagement
Srinivas GopalJan 16th, 2009
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Creating Value through Tangible Engagement

• Engagement is key
• Understand interests/usage
• Non-Intrusive, Opt-in
• Participative, non-imposing
• Creating New Inventories
• Monetize Engagement

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Case Study I Idea Mobile Magazines

• Indian Magazine Fact File
• The Indian print industry is expected to reach
  5.2 billion by 2012 from the current levels of
  3.2 billion
• 47000 Magazines registered,
• 100 Mn Readership as of 2005
• Few 100 B2B, rest all B2C
• Magazine advertising in India is expected
• to grow by 20 percent to 302 million in 2008
• Hindi magazines dominate with 44
• of the market share, English only 21

Indian Readership Survey (IRS 2005)
International Federation of the Periodical Press,
2007
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Publication houses - Challenges

• Growth Penetration
• Distribution
• Lack of Interactivity

Mobile Media Opportunities

• More Indians logon to the Internet using their
  Mobile Phones
• Mobile as a media is the backbone of all
  interactive media
• Widest reach across any media
• Reach equivalent to any comparable media (Print
  or TV with less fragmentation)

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Creating new engagement platforms Idea Mobile
Magazines

• Stories / articles are easily navigable
• Interactivity possible comments / feedback,
  voting, forwarding to friends etc
• Extensible to advertising brands
• Search / Downloads of rich media is possible

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Case Study II IDEA MTV Roadies
Powered by

• 6 year Reality Show franchise
• Large and growing fan base TV, Online
• Youth Target Audience
• National Footprint, Mass Market

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Engagement through participation IDEA10 Tasks
to Glory Challenge
Audience Engagement
Audience Monetization
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Case Study III IDEA SMS2.0SMS Editor as a
platform for Engagement and Interactivity
While message is being sent, teaser blows up into
full screen giving the entire screen area to the
advertiser to communicate with the user
IDEA SMS2.0 window showing contextual ad. This is
targeted to the users demographic profile
(gender, age, location) and content interest
areas.
Ad banner stays when message is being composed
Full Screen Message with interactivity Options.
These could include

• Click to Call
• Click to SMS
• Go to WAP page

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Creating Value through Tangible Engagement

• Engagement is key
• Involve the customer
• Non-Intrusive, Opt-in
• Participative, not imposing
• Creating New Inventories
• Follow the customer

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Thank YouSrinivas GopalGM, VAS MarketingIdea
Cellular Ltdsrinivas.gopal_at_idea.adityabirla.com