• 29 billion apps downloaded in 2011, up from 9 billion in 2010.• Direct revenue from the sale of apps, in-app purchases and subscriptions across

smartphones and tablets rise to $36.7 billion by 2015.• Smartphone users have 22 apps (of which iPhone users have the most with 37).

-mobithinking.com

At the end of 2011, there were 6 billion mobile subscriptions, that is equivalent to 87 percent of the world population.• 30 percent of the world’s mobile users live in India and China.• Android is the top operating system for new smartphones sold in 2011.• In 2012 over 85 percent of new handsets will be able to access the mobile Web. • Mobile data usage is expected to grow 20-fold by 2017, as cost per megabyte continues to fall

-International Telecommunications Union

• The average price of a mobile app is falling rapidly on all vendor app stores, except Android.

• One in four mobile apps once downloaded is never used again. -Deloitte Open Market Survey 2012

Industry- Mobile App Market

Ris

ing

Inte

rnet

Pen

etra

tion

Size of the Film industry & Scope of A mobile App to tap such a growth

Increasing Mobile Internet Usage Scope of Mobile Apps in the rising digital Market

• There are only 12 screens per million population in India

• This industry loses 300-400 cr. Per year due to piracy

• Low screen penetration, high growth in mobile internet and movie sector provide an opportunity for an App which can reduce piracy and change the viewing experience

Source : Deloitte.com , KCPB internet trends

Target Market- Where are they?

Calculat

ors/Conve

rtors

Enterta

inment /

Restau

rant/M

usic

News/R

SS fe

eds

Trave

l/Ticke

t Bookin

g/Nav

igation

Socia

l Netw

orking/I

nstant M

essag

ingSp

orts

Games

Wea

ther

Searc

h tools

None02468

10121416

12

Mobile Application utilization by categories

Perc

enta

ge (U

sage

)

Base: Active Internet Users Urban India 2012, 30 citiesSource: IMAI Report 2012

Target Audience consists of

Critics / Reviewers

Movie Lovers

Social Networking

Facebook|Twitter|Google+

On IMDb|Rotten Tomatoes|Rediff

Our Target Market will consist of • people who are

interested in remote access to movies.

• Critics/reviewers who are already on well known websites/Apps

The App will target audience who are on facebook and other social media websites to write their reviews.Facebook is the most famous social network in the world. Hence facebook users represent a sizeable portion of out potential user base.

Target Market- Customer ProfileWorking professionals

Mr. Rahul Desai

Residence: Rohini, Delhi Work : Gurgaon, Haryana

IT Professional• Stryker Corp(salary-Rs.30,000pm)

Wakes up at 7.30 am Leaves for office at 8.30 am Spends 1.5 hrs in metro getting bored reaches office at 10 Leaves from office at 6 pm Again 1.5 hrs of no entertainment Reaches home at 7.30 pm

Critics/ Reviewers

Mr. Arnab Sahay

Theatre Owner & a critic• Rediff | RottenTomatoes

Residence:Bandra,Mumbai|Active Presence of Facebook & Twitter

• Watches Almost all the movies on the first day (premier if possible)

• Authentic reviews- Developed a large fan following over the years

• Directs plays and movies for his theatre

College Students

Ms. Divya Subramanian

Residence: Chennai College: Easwari collg

Student- Mechanical Engineer• circle of 10 close friends• Has more than 1000 facebook friends & 600 twitter followers• A lot of spare time during week ends and after college• Doesn’t want to spend too much on average movies but wants

to watch them• Wants a comprehensive app for movie ticket booking

Profile Age : 15-45 years |Semi Educated | Semi Urban & Urban | Present on social media | Movie Fans

Value Seekers

Fun lovingExperiencers

Socially Active

Movie lovers

• Target group wants Movie on the go.• They are ready to pay for entertainment during idle

time• They have embraced technology and have significant

presence on social media

No. of respondents: 67 | Age: 17-43 yrs | Professionals-19, Students-44, Critics-4

Primary Survey - Insights

I don’t have much time to see the full movie

during exams

When I travel I have nothing much to do

I search for movie ratings first & then

decide on the movies

If I buy a CD and I don’t like the movie,

I feel CHEATED!!Being a critic I want

to interact with movie fans

Most of the Reviews are paid reviews

I don’t want to buy CDs, they are not

handy!!

I want to know what my friends are watching

I get bored of watching Soaps during my free

time

71% of the people said they wanted to see movies on the go

81% respondentsSaid that they see ratings on various websites before watching movies

23% respondents believe that the reviews are authentic & unbiased

79% people said that they would like to watch movies in their mobile phones

75% people are ready to pay for such a comprehensive set of services

Per

cept

ion

Map

Features Engaging Features

Follow my friends

Price

Aesthetics

Movie Equity

RatingsTrailors

/information

Mobile APP

Influencers

Internal

External

Experience

Knowledge

Loyalty

Reference Groups

Critics

Family/Friends

Confusion

SecurityUsefulness/

Movie Choice Payment

Suspicion

Ratings

Reviews

Authentic??

Post Joining

Free / Premium user

Write Reviews

Own a movie

Authentic

Feature Loaded

Fake

No

Frill

s

Customer Perception

Competitor Assessment

Ratings

Forum

Engaging Features

Hassle free movie streaming

Security

Know what friends are watching

Movie Equity

Credibility of Reviews & ratings

App is free

Present

Present

Moderate

Not present

Present but

limited

Not present

Not present

Moderate

Present

Present

Good

Not Present

Present

Only Quantitative

Not present

High

Present

Present

Below Average

Not present

Present

Not Present

Not present

High

NA

Present

Poor

Present but slow

present

Not Present

Not present

Moderate

Present

Not Present

Poor

Not present

Present

Not present

Not present

Low

Not Present

Present

Good

Present

Present

Not Present

Not present

Depends on views

Present

Present

Moderate

Not present

Present but

limited

Present but poor

Not present

Moderate

Currently not present in India

What is MobiStream

MobiStream is a mobile app via which movies can be streamed in real time . Users can stream movies either through premium account or free account. It also allows user to purchase fractional ownership of a movie.

Video Streaming Premium movie streaming No ads Fast video streaming Free movie streaming Ads every 15 minutes Slow low quality video streaming

Fractional Ownership rights sharing

Users can purchase ownership rights to a movie on mobistream by paying an endorsement fee per right purchased

Endorsement fee will be determined through dynamic pricing

Critic and User review section Movie Goodies sale

Predict performance of new movie

Recommend a Movie to friends

Introducing MobiStream

Progress bar Signifies video streaming feature

of the app

Video camera signifies its connection to movies

Name signifies that it is an Mobile Movie

Streaming App

The Logo with all its element is self explanatory in conveying the features and purpose of the

app to users

Core Idea:MobiStream Users can watch movies on mobile. There will be two kinds of viewership options available each movie-- Premium viewership : Complete high resolution movie with no ads to

disturb the user at Rs. 15-30 per movie. Free viewership : Complete Low resolution movie with 30 sec

advertisement after every 15 minutes

Feature# 1 : MobiStream

Movie is released in theatres

3 weeks after the movie release ticket

sales decline

Movie appears on Mobistream 3

weeks after the official release

Movie is released on DVD 3 months

after movie’s official release

Day of release – 3rd week 4th week- 12th week

More than 95% of the total ticket sales potential of the movie is realized within 3 weeks of the official release of the movie. This is an opportune time for the release of the movie on mobistream as to reach out to the untapped audience and prolong revenue generation for producers.

Feature# 3 : Recommend a Movie

Feature# 2 : Fractional ownership of Movie

Users can recommend a movie by publicizing it on movie specific discussion forum

User can also develop a inner circle of discussion to publicize a movie in his close friends

What’s app can be used in cojection with this app to create a discussion forum for friends

The fee amount to be paid by the user will be decided through Dynamic Pricing i.e. based on the demand of ownership rights of the movie the

price of fractional ownership will be decided

Two revenue stream for a particular movie are Advertisements displayed during the movie

Revenue generated from premium viewership

Users can buy fractional ownership of a movie on mobistream by paying an endorsement fee per right. The profit generated by the movie on the app is then apportioned among the rights owners.

Trusted reviews of various sites and portal will publicized on mobistream Reviewers will be identified by their popularity and trustworthiness among

the people Additionally reviews will be shared not only on the overall movie but also on

its micro aspects like direction, screenplay, acting, music, plot etc.

Feature# 4 : Critic and User review section

User review scaleUsers can also review a movie by either blowing a whistle for the movie ( Like) or by asking his money back from the producer (Dislike)The count of whistles blown and money back asked will be displayed on the interface

Feature# 5 : Predict performance of new movie

Sale of movie goodies like caps, t-shirts, watches, bandanas, key chains etc. will be carried out on the mobistream

Distribution: Distribution of goodies will be enabled through strategic partnership with a logistic company for transportation.

Buyer will be charged for logistics charges

Feature# 6 : Movie goodies sale

Get points based on accuracy of your prediction of performance of an unreleased movie

Once a user reaches a certain point tally he can exchange the points for movie goodies or movie tickets

Marketing plan – Focus on Viral and Stealth marketing with low cost and high reach initiatives

1. Create Intrigue, User seeding1. Event Sponsorship & college Campaigns2. Online buzz & Viral Marketing3. Print Ads & OOH media

2. Launch product & online marketing1. BTL-Campus Media & Road Shows2. ATL- Print, Cinema & Radio3. Search Engine optimization4. Affiliated marketing(SEO & SEM)5. Facebook Page & Twitter Trends6. Contests & Early bird Accounts

3. Post Launch & Buzz Sustenance1. E-mail Marketing2. Follow my Friends, Affiliated marketing3. Print Ads & Success stories4. On site & App promotions-Interviews

4. Long Term1. Article based promotion2. Success stories3. Word of Mouth

-30 days 0th day 0-15 days 30days-1 year

ATL BTL Unclassified

Marketing plan – Pre Launch

Objective ___________________________________________Create A Curiosity around MobiStream

Mystery: Conceal the brand and keep the audience guessing about the offering MobiStream ProvidesThis will create an intrigue around the brand

Print AdsNewspapers:Times of India, Hindustan Times, Indian Express

Pamphlets: Distributed outside theatres ,Colleges

Behind bills: Movie tickets, Petrol bills

Magazines: Outlook, Masala, Filmfare

Online Buzz & Viral Campaign

Social media: Facebook, Twitter, Four Square, Google plus

Videos: Videos posted on facebook page to generate interest

College campaign & OOH mediaCollege contests: free movie tickets

Malls: Danglers, Posters, Lifts, elevators

Stations: Bus stops, Metro, Railway

Theatres, Box office

Vehicle ads : cabs, Buses vans etc.

Objective ___________________________________________Generate Buzz & intensive Branding

Marketing plan – Launch

• Conversations about the brand and its features• Catch the eyeballs with spectacular campaigns• Early bird schemes for the users who register first on the websites

Media | Print Ads| Facebook Pics | Twitter Trends | Mascots

Mascots

Mascots to be used in selected Metro Cities

Print AdsNewspapers:Times of India, Hindustan Times, Indian Express

Pamphlets: Distributed outside theatres ,Colleges

Magazines: Outlook, Masala, Filmfare

Affiliated Marketing & Viral Campaign

• Encourage Reviews & Critics

• Interviews of film stars• Viral Videos of movie

trailers , about mobi stream

• Bollywood quiz on facebook & twitter

• Early bird free premium accounts

• Free movie tickets & Road Shows

ATL Identify metros with maximum likelihood of concept working-Shoot online, print & theatre ads in these cities

Marketing plan – Post Launch

Objective ___________________________________________Accelerate & create Mass appeal• Leverage network of existing users- referrals

• Create and focus on positive word of mouth through existing users to create a mass appeal

Media | Online Referrals | Success Stories | Email Marketing | Sustained Conversations

Success Stories Publish Articles regarding people who have • made money through mobistream• Personal experiences of Visitors and members• Critics take on the app

Referrals

Critique with the critic

The monthly chosen best reviews will get a chance to interact with the best critics in the business & learn from the expert themselves

Movie ManiaWeekly Radio quizzes across major cities on Radio Mirchi ,Radio one to extend reachGiving away free movie tickets to the winners of the contest

Online Focus

• Users will get first time access to trailers with assured goodies if they suggest their friends to install this app

• Since Facebook and twitter are important platforms for both B2C and B2B marketing.,it is necessary to maintain the facebook & twitter pages by posting ads or Movie Trivia

Long term focus Stealth MarketingSeed MarketingViral Marketing

Movie reviews by critics. Community interaction forums

Online tickets available

Trailers & Sneak Previews of upcoming & new releasesFi

rst

Land

ing

Page

Reviews available for quick glance before purchasing rights

No. of rights and duration of ownership needs to be specified

Buy Rights Page

Movie

Window

s

Premium user at a nominal fee can watch movie uninterrupted

Navigation

Landing Page

Movie Viewing

Normal User

Premium User

Buy Rights

Free user can watch the full movie but interspersed with advertisements

User can see the current

price of ownership rights and

no. of rights

remaining

Cover flow can be scrolled through to view trailers

App Interface

Website InterfaceW

atch

Mov

ie P

age Buy Rights Page

•The first landing page on the website allows free user to watch the full movie at the click of a button.•Login option for premium users also available on the same page•Before watching the full movie the user has access to movie ratings •Tickets can also be purchased using a quick link on the same page

•Buy rights page on the website is similar to the mobile app page for seamless use. •Quick glance reviews available for the user to make an informed decision.•Current price per unit and units remaining are updated regularly for the user to assess prospective viewership of a movie.

Note : Video of the whole interface is shown in appendix 7- slide 33

Monetization• 3G subscribers expected to

increase by 30% annually reaching 54 million by 2014

• 4G subscribers expected to reach 5 million by 2014

Number of 3G Subscribers in India (A)

32 million

Number of 4G Subscribers in India (B)

25,000

Total high data speed mobile subscribers (A+B)

32.25 million

Estimates:• 0.5% of the subscribers in first 6 months, and increases to 1% by the end of the

first year• In second year we plan to reach 2% of the high speed mobile data subscribers• By the end of third year our goal is to reach 4% of the 3G and 4G mobile

subscribers

Mobistream is targeting the high speed data mobile subscribers for high quality movie viewing experience

Freemium Model

• Assuming premium users to be approx 20% initially as users prefer to see movies in free

Feature Free Premium

Latest Movies After a brief gap

Immediately

Streaming Quality

Low High

Ads Yes (every 10min)

No

Forum Yes Yes

Per Movie Cost (if want to buy it, ad free)

High Low

Rights issue No Yes

Movie Download

No Yes

Chat with Critics

Only View Yes

Period Number of free users

Number of premium users

Total no. of users

quarter 1 30000 10000 40000

quarter 2 80000 20000 100000

quarter 3 140000 30000 170000

quarter 4 200000 50000 250000

year 1 450000 110000 560000

year 2 675000 165000 840000

year 3 1012500 247500 1260000

Assumptions and EstimatesService/ Equipment Cost

Cost charged to user per movie (latest) Rs. 30 20% of all movies rights bought

Cost charged to user per movie ( 1month – 1yr old) Rs. 20 60% of all movies rights bought

Cost charged to user per movie (>1yr) Rs. 15 20% of all movies rights bought

Advertisements (In-stream) Rs. 4

Rights cost (per share, maximum 1000 shares to be issued)

Rs. 10 – 100 (dynamic pricing)- taking an average of Rs. 50 for easier calculation

Average movies watched per year(both free and premium)

24/year at the rate of 2 movies per month

Average Indian Movie (in minutes) 150 minutes

Average releases per month (good earners, all over India)

100

Cost of Movie Licensing Rs. 200000 per movie

Interest rate 10% per annum

Income Statement for first 3 Years (in lakh Rupees)Heads 1yr 2yr 3yr Formulas applied

Revenue Heads

Advertisements 4416 6624 9936Ad breaks*No. of Free

users*No. of views by the user per year*AD cost

Movie Sales 554.4 831.6 1247.4Movie cost*No. of

Premium users*No. of views by the user per year

revenue from rights 1000 1400 1750 Average rights cost*No of shares*Movie releases

total revenue 5970.4 8855.6 12933.4 Cost Heads

Movie Licenses 4000 5600 7000 No. of movies* Cost of a movie license

Infrastructure 80 300 500Salary 55 100 250

Marketing Cost 500 400 300Miscellaneous 100 100 100

Total cost 4735 6500 8150Net Profit 12354 2355.6 4783.4

NPV 1123.1 1946.8 4348.5 10% interest rate TOTAL NPV 7418.4

“The whole of life is just like watching a film. Only it's as though you always get in ten minutes after the big picture has started, and no-one will tell you the plot, so you have to work it out all yourself from the clues.” ― Terry Pratchett, Moving Pictures

THANK YOU!!!

Appendix will follow this slide

A NEPP XID

Appendix 1 : MascotMobistream Hat

Muffler which looks like a movie reel

Pop corn signifies Entertainment

Video Camera- The mascot will ask people to speak dialogues from

famous movies and record the video. The best act wins goodies and free

tickets

Inside Malls

Inside Movie theatres

Appendix 2 : Sample Teasers 1&2

Tired of streaming…. Watch this space for more!!

Appendix 3 : Sample Teasers 3

Appendix 4 : The Facebook Page

Managing Director

Chief Finance Officer

Account Manager 1

Director of Research and Engineering

IT Infrastructure

IT Social Media App/Website

Chief Marketing

Officer

Product Marketing

Outdoor Campaigns Social Media Creative Head

Sales

HR Head

HR functions

Appendix 5 : Organizational Structure

1.On the day of release 1-2 weeks after release 1 month after release Wait for DVD

2.Cast Writing Special Effects Direction

3.They've gotten much, much better. They're about on par with each other. They've gotten much, much worse. You can't compare them.

1.2.3.4.5.6.7.8.9.

What is movie watching experience according to you?10.

Do you wish to know which movies your friends are watching?Do you see any future for Movie CDs and DVDs?

If you were to rate/critique a movie, what factors would you look at?

Would you like to watch movies on your mobile phones?Are you ready to pay to watch movies through mobile phone?

Do you believe you can Predict the future of a movie

Would You like to see movies on the go ( eg. When travelling in train, waiting for someone in a restraunt)Do you wish to see ratings first before wathing a movie?

Do you believe that the ratings and reviews on different websites and newspapers are authentic?

Questionnaire

How do you feel about the quality of movies compared to movies of old?

Please Answer the following questions

Which of the following aspects do you feel is most important to a good movie?

GenderProfession

NameAge

Please Tick the Suitable optionsWhen do you normally go out for movies?

Appendix 6 : Questionnaire

Appendix 7 : Mock Up Video If the video fails to work, please go to www.youtube.com/watch?v=1W955Cs30UY&feature=youtu.be