airtel proposed digital strategy- proposed strategy to airtel in 2012 as part of innovative ideators...
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airtel.coma unique web experience
Team code- 1333
Prediction software
airtel
Worldwide presence in around
20 countries
Fifth largest mobile network in the world, Largest in India
Market cap of 1,35,764 Rs Crore
DTH, iPhone, broadband, landline, blackberry
need for the web presence
• Eliminates intermediaries
• More ideas: more products
• Youth oriented
• Ever increasing web users
Customer coverage
Additional channel
Cost benefitNew
revenue stream
integrated crm and real time datawarehouse
Mobile
Broadband
Digital TV
idid
details
datawarehouse
dataentry
NTK Basis
airtel departments
mobile
Prediction softwarepersonalised ads
integrated crm and real time datawarehouse
One time registration for customer.Integrating different verticals of airtel’s businessIdentifying potential customers from existing database.Huge efficient database which is multipurpose“Need to know” data sharing with different departmentsThe Prediction software system to analyse the spending pattern and suggest recommendations to users in real timeOne time verification on mobile subscription
single sign on platform – unique customer id – personalised Home page
SSO with id HomePage
•Dynamic and customized page•Info of all subscribed products•Recommendations / ads
(prediction software)•Register feedback•Banner ads•Webcoins and savings
Hassle free services Added user convenienceEasier marketing of all airtel productsAble to connect to airtel regardless of the product
real time VAS activation system
orderuser ‘smobile
friends’mobile
payment and activation
Prediction software
User conveniencePayment through webcoinsEasy activationAbility to gift VAS to friends Timed activation Easily refundable
order processing system
OPS matches CRM data
• order confirmed
CRM’s provides required DATA
• concerned department
Product delivered
• concerned deptt. appointment wirh user
Order Processing System is a state of art IT system to sort the issues related to various product delivery methods in Airtel’s Portfolio
LogisticsServices
Trust Sales
selling products via OPS
• HD TV
• HD Games
• Laptops
Play online
Mobile Handsets
Tie ups with OEM NetBuy and trust of Airtel
Best deals online
Virtual telephony
different products offered on the websiteMobile Handsets- Tie ups with OEM, best deals online.LCD TVs- airtel can leverage the HD era with the convenience of NetBuy and trust of airtel.Laptops-Banner Ads of laptops on ‘airtel Broadband’ user homepage. A click will redirect to NetBuy page.HD Games- HD games would be available to be played online and longer version can be purchased by NetBuy.
marketing 3.0
Focus on Customer Values
Emotional Connect
Customer Engagement
Social Events
ConvenientDTH
Installation
Consumer Opinion Posted Online
After Sales
Service
marketing 3.0Connecting with the emotions of the customers Personalized customer giftsGiving facility to recharge and to make calls in case of urgency when they do not have balance, by a toll free message.Giving free vas on completion of a certain period from the date of buying sim card.Creating customized homepage for different customers
webcoins
A unique and efficient internet transaction systemFlexibility and customization options for usersCustomers buy in bulk and spend on various productsEasier reward program implementationReduced transaction costsAirtel can be assured of generating advance revenue Easy refunds for transactionsEasier tax management
webcoins rewards programTo incentivise the customers for using low cost internet servicesBonus webcoins for a particular amount spent “Reward webcoins” will be identical to the purchased webcoins Easily increase the rewards for loyal customers with CRM dataExtra webcoins when sending gifts to friends.Gifts can be anything ranging from recharges to VAS.
referral Scheme
•Subscribers can refer their family /friends to register themselves on the ‘airtel’ website.
•The referees get free webcoins on each new subscription through their referrals
•Opportunity to earn bonus webcoins each time a target is achieved.
•A total ‘win-win’ situation for both the subscribers and ‘airtel’
Share memories
digital marketing
Photography competition
Airtel Konnection
Event Updates
New Plan Updates
Airtel Moments
Airtel Exclusive Video Ads
Win webcoins
Free VAS
‘airtel konnection’ – a sharing platform
•A fun filled contest to share airtel memories
•An opportunity to ‘express yourself’
•The best entries get their stories posted on the website/ facebook pages with their photographs
•The winners also get webcoins/recharges/VAS as rewards
•Valuable feedback which helps airtel improve its service
promoting new technologies
Individual marketing
Niche marketing
Segment marketing
Airtel live!
4 G promise
Skype and VoIP
Contact less data
transfer(NFC)
Apps development
Money transfer
c2c marketing
Showing the feedbacks of other consumers on the websiteGiving convenience in installation and after sales servicesGiving free VAS on special occasions like festivals, new year based on consumer’s regionConvenience in switching from one plan to other for postpaid customers by just clicking on new plan
revenue generation - self sustaining website
Airtel can leverage existing revenue sharing partnership with IBM.Predictive software to generate specific ads/recommendations to boost salesWebcoin platform ensure advance revenueAd sharing platform with VAS distributorsObtain VAS content in lieu of advertisingNon clickable banner ads of new movies, campaigns can be displayed in home page
search engine optimizationTarget to improve subpagesUrge the customer to share the services he liked on various platformsTo improve the visibility of the services offeredTo identify the keywords and generate contentLink sharing with airtel OEMs can be doneAnalysing keywords to generate ideas
advantages
User tends to buy more over web than mobileTo improve airtel product line marketingBrand equity to improveUser association of brand with various productsRole of intermediaries to decreaseImproved revenue stream for airtelEasily portable to any new market airtel entersProviding first mover advantage over other operators
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