Agenda Backdrop Problem Definition Primary Survey Key Consumer Insights The BIG Idea Strategies
Market Roundup WHAT?
Market Size 3G Subscriptions in India Mobile Data Revenue in India (in mn $) 15627 Mobile Data Growth in India 87% 146% 59% 13259 10961 8780 6831 4634 Overall 3G 2G 2010 2011 2012 2013 2014 2015 Source: Avendus Report 2013, Statista 2014
Market Roundup WHAT? WHERE?
Mobile Data Mapping Circle Population Contribution 2G Data 3G data Tiers (in mn) to mobile data Growth Growth Metros 11 21 % 24 % 81 % Category A 35 36 % 46 % 70 % Category B 40 36 % 55 % 87 % Category C 14 7 % 107 % 70 % Mobile Data is increasingly being driven by Tier 2 & Tier 3 cities. High scope for mobile internet penetration in regions of Punjab, Kerala, Haryana and UP (Circle B). Source: Komli Media Report
Market Roundup WHAT? WHERE? WHO?
Demographics Age wise usage Gender wise usage SEC wise usage SEC A 20% SEC B SEC C SEC D+E 4% 6% 8% 75% of daily mobile internet users fall in the age group of 15-34 years Potential for penetration of mobile internet is high in Sec B and Sec C Source: Avendus Report 2013,Nielsen Mobile Informate 2013
Market Roundup WHAT? WHERE? WHO? HOW?
Internet Access Pattern Gen X Usage 7% 6% 5% 7% 27% Home 10% Mobile Cyber café Others 60% Mobile only users - >50% Gen Y Usage 78% Home Mobile Cyber café Others 30% of new registrations are coming through mobile 70% of data users and 50% of traffic still comes from feature phones Source: Avendus Report 2013
Market Roundup WHAT? WHERE? WHY? WHO? HOW?
Reason for Increased Internet Usage Snowballing effect of low priced smartphones and low price differentiation between 2G and 3G will continue to drive higher mobile internet consumption
Agenda Backdrop Problem Definition Primary Survey Key Consumer Insights The BIG Idea Strategies
Problem Definition Increasing the number of customers accessing mobile data Increasing data consumption per user
Agenda Backdrop Problem Definition Primary Survey Key Consumer Insights The BIG Idea Strategies
Primary Research Objectives To determine the usage of mobile internet by : Females Males above 40 yrs of age Methodology Primary research using questionnaire and interviews Sampling Sample size 30 Stratified sampling
Research Findings Users of Internet Usage of Internet Users Non users Online shopping 12% 57% 43% Videos and songs Email 29% 47% Search/ information/ news 59% Willingness to learn more about usage 24% 76% Yes No Social networking and 82% Most people use mobile internet for accessing social networking People are willing to learn about various uses of internet
Research Findings Barriers to usage Others 15% Use other platforms 62% Lack of knowledge 46% Unawareness about uses 69% Cost Barrier 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% People are unaware about the various uses of internet and use alternate mediums
Research Findings Who uses Internet at your home? Husband 62% Kids 69% Father 23% Mother Nobody 15% 15% 0% 20% 40% 60% 80% Mobile internet usage remains to be male driven
Agenda Backdrop Problem Definition Primary Survey Key Consumer Insights The BIG Idea Strategies
Vox Pop
Key Consumer Insights Females above 35 years of age are not using mobile internet. Males above the age of 40 yrs want to use internet, but don t know how to use it and find it inconvenient
Key Consumer Insights People are unaware about the various uses of internet
Key Consumer Insights Other platforms like PCs, laptops used for accessing internet
Suggested STP SEGMENTATION Demographic Age above 35 years Females As a provider Housewives aiming Income SEC TARGETING for and digital working inclusion women A and SEC B Geographic Tier 2 and tier 3 cities Males Making above people s the Behavioral POSITIONING age lives of easier 40 years and better Non-users and regular users
Target Group TG : 1 TG : 2 Women People Above 40 years of age
FCB Grid High involvement Low involvement Thinking Women 1 Informative The Thinker 3 Habit Formation The Doer Feeling Elderly people 2 Affective The Feeler 4 Self Satisfaction The Reactor
Agenda Backdrop Problem Definition Primary Survey Key Consumer Insights The BIG Idea Strategies
The BIG Idea! Competence Airtel internet empowers you to become self-dependent. Airtel banae aapko aatm nirbhar
Agenda Backdrop Problem Definition Primary Survey Key Consumer Insights The BIG Idea Strategies
Communication Strategy Airtel Family Airtel Life Airtel Friendship Life Size Phone Minimum Starting Pack Rs.250
Communication Strategy Airtel Life Airtel Friendship Life Size Phone Airtel Family
Targeted communication towards functionalities. Co- branding tie ups with apps and services like Youtube, Facebook, Skype Act as the bridge between the user and the applications
Communication Strategy Airtel Friendship Life Size Phone Airtel Family Airtel Life
Communication Strategy Life Size Phone Airtel Family Airtel Life Airtel Friendship
Sizing the Market SEGMENT SIZE MARKET TYPE SEC A SEC B POTENTIAL Urban Rural 9.14% 15.90% Housewives 203.5 61.1 142.5 5.6 9.7 15.4 Working Women 81.9 24.6 57.4 2.2 3.9 6.2 Male Age 40+ 133.4 40.0 93.4 3.7 6.3 10 All Figures in Millions Considering penetration % in housewives - 2%, Working Women 20%, Males above 40 20% Total untapped market in the segment is 28.2Mn
Seizing the Market with New Segment Segment size Apportioning segment size over 3 years Assuming market share - 25% Considering a 60-40 divide into 3G and 2G segment 28.2 mn 9.4 mn 2.35 mn 3G base (2014) 2G base (2014) Number of subscribers 1.41 mn 0.94 mn Data usage per user per month(2014) 434 mbs 115 mbs Expected additional MBs on the network 611.9 mn 108.1 mn 720 mn Realisation per MB @ Rs. 0.3 per MB Rs 183.5 mn Rs. 32.4 mn Total Airtel Subscribers 42.35 mn Increment in ARPU Rs 5.1 / yr Rs. 216 mn
Brand Prism Relationship Culture Empowered and take charge