MyToday SMSMyToday SMS

The New Media to Reach IndiaThe New Media to Reach IndiaInstant - Interactive - EffectiveInstant - Interactive - Effective

Mobile Phone & SMS as a Mobile Phone & SMS as a MediumMedium

• Mobile Phone is superior as 7th Mass Media– Count of Mobile phones worldwide = 2* TV and 3* PCs– Truly personal: Not shared between spouses too– Each customer identified uniquely by the mobile number– Always On: People do not switch it off even while sleeping: Ultimate alert device

for other live media– Always carried by people

• Quick Reach– Reach the customer directly when you want– Reach the customer instantaneously– Best suited for alerts and updates

• Quick Response– Two-way interactive medium– Three modes of response viz. Call, SMS, Click

• Quick Share– Medium lends itself well to viral growth– Forwarding culture prevalent among Indians

• Higher shelf-life as SMS can be stored and referred later• Passive consumption like TV• Always Available

Quick FactsQuick Facts• Quoting Tomi T Ahonen and Alan Moore ( Authors of the Book:

Communities Dominate Brands)• SMS Revenue Figures Worldwide

– 80 billion dollars worth of revenues out of mobile phone simple SMS text messaging last year

– Expected to pass the 100 billion dollar mark.– Hollywood + Global Music Industry + Video Gaming: Does not reach

100 Billion• Text Messaging In Use

– Used actively by 1.8 billion people on the planet : 2 * Email– Reaches 3 billion mobile phones = 2 * TV and 3 * Internet– Most widely used data application on planet and – Text Messages sent this year = 2.8 trillion = 2,800 billion. Every one

of them is a paid/billable/valuable message.– 8 BILLION texts sent every day. Or 92,000 text messages sent every

second of every day.– In Finland: Libraries and dentist offices etc send alerts to their

customers via SMS

MyToday Product LineMyToday Product LineProduct Competitors MyToday USPBizBond

–Group communication to customers and employees–Permission based advertising model: Invertising–Bulk Push

• Send customized messages to a large list of mobile numbers

•Mobile Marketing –Mobile2Win; Active Media; Tech Shastra; ITISL

•Invertising: None•SMS aggregators:

–ACL Wireless; Valuefirst; Air2web; SMS Junction

•Price Advantage.•Permission based advertising = Invertising.•Customization

Ads & Action Ads–Ads on Dailies/ Channels which optionally call for response

mGinger; Burrp; DB Marketers; 58888; Operators

Loyal user base of over 1 Million subscribers spread all over India.Channel invited by user.

Rapid Response–An SMS interface for enterprise to handle users’ incoming requests for the enterprise services.

Operators and VAS players like 57007.

•Price advantage & Robust platform•Multiple ways to handle customer incoming request

MyToday Portal & MOBS–Mobile based portal and SMS based user groups

Webaroo GupShup; Twitter

User base of approx 1 Lac who are actively using MyToday platform for group communication.

MyToday SMSMyToday SMS

• Free-to-the-user content service on SMS• Over 25 feeds on various topics• Largest SMS Media in the country

– More than 1.1 Million unique users; that is more than 0.5% of Indian Mobile Population

– On average 3 channels consumed per user = 3.28 Million subscriptions

– Adding 2 lakh users every month– 3,723,039 SMS sent out everyday on MyToday Channels

• Growing through word-of-mouth publicity• Opt-in subscriber-base with explicit permission• Mobile savvy and English literate users• Pan-India user base

The MyToday AdvantageThe MyToday Advantage• Mobile savvy and English literate users• Targeting

– User interest profile can be ascertained from his feed subscriptions– State/Circle level geographical precision– Ads can be contextual to specific feeds

• User in control– The user chooses what he wants– He is free to opt-out anytime

• Spam-free– Open-rate is higher– Read-rate is higher– Response-rate is higher

• Multi-modal– SMS– GPRS– Web– Email

ActionAdsActionAds• Reach out to your Future Customers• Inline ads tagged in the content footer• One medium fulfils multiple needs

– Information Ads– Branding Ads– Lead Generation Ads– Interactive Ads

• Response Handling– Click2Call– Click2SMS– Click2URL

• Instant Activation– Low turnaround time

• Netcore can provide inputs during Ad creation

Channels of MyTodayChannels of MyToday Cri Mobs Aries Football Bible Home Gemini Wc News Travel Virgo Hyderabad Jokes Menu Cancer Koran Word Astrology Taurus Kolkata Love Artofwar Movies Life Health Bangalore Aquarius Mumdeals Prem Gandhi Pisces Mumrains Sensex Buddha Criquiz Marriage Beautycare Salestips Mumbai Dhoom Quiz Survey Sagittarius F1 Quotes Mobowners Capricorn More Career Kalnirnay Mytoday Emergic Bollywood Leo Poems Greetings Gita Libra Chennai Manager Scorpio Delhi

Top-10 Channels of MyTodayTop-10 Channels of MyToday

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Fastest Growing Channels of Fastest Growing Channels of MyTodayMyToday

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Fastest Growing Channels of Fastest Growing Channels of MyTodayMyToday

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GUJRAT 70432CHENNAI 39012JAMMU-KASHMIR 1692TAMILNADU 76158WESTBENGAL-ANDAMAN 15946PUNJAB 3995RAJASTHAN 13636BIHAR-JHARKHAND 8832MAHARASHTRA 129029KOLKATA 4891ASSAM 8481ANDHRAPRADESH 83238

NORTHEAST 52326NOTAVALIABLE 119899DELHI 17634KERALA 109875ORISSA 38720HIMACHALPRADESH 720MADHYAPRADESH-CHHATTISGARH 26721UTTARPRADESH-EAST 8048HARYANA 881KARNATAKA 290386MUMBAI 57588UTTARPRADESH-WEST 5436

Channels Users: Circle Channels Users: Circle DistributionDistribution

Circle Wise Distribution of Dailies Users

RAJASTHAN, 1%BIHAR-

JHARKHAND, 1%

MAHARASHTRA, 11%

KOLKATA, 0%ASSAM, 1%

ANDHRAPRADESH, 7%

NORTHEAST, 4%

MUMBAI, 5%

DELHI, 1%KERALA, 9%

HIMACHALPRADESH, 0%

ORISSA, 3%

HARYANA, 0%

MADHYAPRADESH-CHHATTISGARH, 2%

NOTAVALIABLE, 10%

UTTARPRADESH, 1%

KARNATAKA, 25%

JAMMU-KASHMIR, 0%

TAMILNADU, 6%

CHENNAI, 3%

GUJRAT, 6%

PUNJAB, 0%

WESTBENGAL-ANDAMAN, 1%

Sector Wise Distribution of Dailies Users

CENTRAL-INDIA, 4%

EAST-INDIA, 10%

WEST-INDIA, 18%

NORTH-INDIA, 1%

SOUTH-INDIA, 47%

METROS, 10%NOTAVAILABLE, 10% North India: Punjab;

Haryana; J&K; Himachal PradeshSouth India: Karnataka; TN; AP; KeralaWest India: Maharashtra; Rajasthan; GujaratCentral India: UP; Bihar-Jharkhand; MPEast India: NE; Assam; WB; Orissa

User Profile: MyToday • Method followed for Data Sample collection: We have used the

SMS based functionality and the Interactive Competitions feature of MyToday platform for this data collection.– Round 1: SURVEY

• Subscribers were asked to participate in SURVEY: Ads for the same was sent on regular MyToday keywords’ feeds

• 20000 subscribers subscribed to the keyword SURVEY• On this keyword, 10 questions were published, one per day: This was done

using the IC feature.• Sample questions: Demographic details (ASL), handset details, bill amount,

professional details, internet access• Response was received via SMS and later compiled

– Round 2: MYINFO• Subscribers were sent alerts asking for their demographic details if they

wish to continue with the free MyToday services.• Subscribers send messages with the keyword MYINFO prefixed to their

details.• This is done periodically, after analyzing the incoming response.• This process is still continuing, and is expected to continue before every

subscriber receives at least single MYINFO alert.

Things to Note

• The Age related profiling is updated as on 19th September 2007. For this analysis a sample of size 57,086 records was used.

• The gender related profiling is updated as on 27th September 2007. For this analysis a sample size of 56,472 records was used.

• The Metro-Keyword usage is on absolute numbers of subscribers and this is as on 8th August 2007.

• Sample size for Geographic distribution of subscribers was 32,352 and it was done as on 20th August 2007.

• For Keyword usage profiling for Tier-1 cities’ users (list A with 22 cities), the sample size was 14,682 records and it was done as on 20th August 2007.

• For Keyword usage profiling for Tier-1 cities’ users (list B with 36 cities), the sample size was 20,276 records and it was done as on 20th August 2007.

Age Distribution for MYTODAY Subscribers

31-40 years, 16%

41-60 years, 10%Less than 18 years, 3%

More than 60 years, 1%

18-30 years, 70%

Gender Distribution for MYTODAY Subscribers

Female, 22%

Male, 78%

Keywords preferred by Female Subscribers

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Keywords preferred by Male Subscribers

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Tier-1 cities, 27%

Metros, 10%

Rest Of India, 63%

Geographical Distribution Of MyToday Channels Users

Tier-1 Cities: Ahmedabad; Pune; Surat; Hyderabad; Jaipur; Indore; Amritsar; Bangalore; Bhopal; Chandigarh; Jabalpur; Kanpur; Goa; Aurangabad; Nashik; Visakhapatnam; Rajkot; Jalandhar; Lonavla; Lucknow; Ludhiana; Mysore; Nagpur; Thane; Udaipur; Vadodara;

Appendix• Source Links:

– http://communities-dominate.blogs.com/brands/2007/06/mobile_welcome.html

– http://communities-dominate.blogs.com/brands/2007/09/sms-text-messag.html