MMCoEMindshare mobile centre of excellence

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Profile………………………….…..• Credentials

• Firsts

• Mobilizing brands

• Partners

Capabilities………………………..• Development overview

• Approach

• Development expertise

• Technology delivery

Why us………………………….…..Case studies…………………..…..Working together……………..…..The Indian Advantage………..…..

• Creative

• Cost

• Success stories

Contact………………………….…..

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Who are we?

• Dedicated mobile practice in India since 2007

• India’s largest mobile hub with many firsts to our credit

• Specialist in mobile advertising, application development, mobile web site creation and HTML5 mobile ad units

• Market leaders with over 55% share in India

• Preferred partner status with over 25 companies

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13 GlobalAwards

77 Domestic Awards

Mobile expertise

Mobilizing Brands

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Mobile enabled brands in India by Mindshare

Automotive

FMCG

BFSI

Telecom

Retail

Lifestyle

Travel

Infotech

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PartnersPublishers,

App/game Developers, Ad networks, Operators & New Media

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Development OverviewEngagement &

Destinations

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•Destination + Engagement Solutions customized across OS

•Destination + Engagement Solutions scalable to mobile devices (feature + smartphone) and tablets

•Solutions: Adaptation, create from scratch , content mgmt system, apps , WAP sites, HTML5 Hybrid mobile applications, Web apps, gaming, augmented reality, LAYAR based apps

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Technology Delivery

Why Us?The MMCoE Edge

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Developers with experience in working on projects across the globe.

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Experienced and dedicated hub with state of the art mechanisms and tools for project delivery with effective off-shore model.

Why us?

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Partners include experts recommended to advertisers by Apple & preferred developer consultant for Facebook India. Partners having ISO9001:2008, audited by BMTRADA Cert(UKAS) and experience working with Fortune500, Global2000firms.

India holds a major share in the technology outsourcing market and is established as a hub for quality work at flexible costs

The Indian AdvantageCreative & cost-effective

Building on a creative Indian workforce

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India

• Over 2.5 million young Indians graduate every year that makes the world’s largest pool for talented workforce

• The Indian talent is also highly creative due to the influence of India’s rich culture and art

• Every major city in India has art schools that produces finest creative minds

• Indian creative and technical minds could be seen anywhere from Google to Microsoft to Facebook and startups as well

• Influenced by the new and exciting opportunities in digital space, more youngsters in India are getting in to the space

Creative Development Opportunities

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What makes Indian technology so cost effective?

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India

• India holds a major share in the global outsourcing market and established as a hub for quality work at flexible costs

• India is also the world’s largest technology outsourcing hub and technology solutions are readily available at a multi open source level, hence there is an inherent cost benefit.

The cost benefit

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Indian success stories

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India

• Lenovo has moved worldwide marketing services such as creative development to a new hub it has established in Bangalore, India. Lenovo decided to establish this operation in India because of the availability of high quality talent in India.

• Zynga opened their creative studio in India to conceptualize and develop games for global markets, and plans to double its staff here as well to take the count to 200. Since Zynga saw creative talent in India and were the first amongst the popular web-startups to actually start a development center in India.

• MSL group, after finding the Indian talent and the cost advantage in the creative development, especially in digital space, created a APAC hub MSLGROUP CREATIVE+.

Success stories

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Case StudiesApplications & Mobile asset creation

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Ford Virtual Test Drive HTML 5 Ad

unit

ChallengeFord Figo is not a new car, it’s a refreshment of the earlier model. How best to show case the new features the car has to offer and bring out the USP of the car against competition in the cluttered small car segment

Solution Virtual test drive experience on the device. During driving key features of the car are highlighted in an engaging and interactive fashion•360 degree views, colorizer, blogger reviews to share test drive experience, click to dealer location

Results•High engagement with the unit: Time spent on the unit 2.35 secs •CTR upwards of 1.5%

Video

https://www.youtube.com/watch?v=7Dq6Gh7mLTI

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KingfisherHTML 5 Ad

unit

ChallengeThe brands objective was to highlight Kingfishers association with 6 IPL teams and drive the brand message of being “ King of Good times” effectively

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Solution Good old book cricket game on mobile was brought alive , targeting youth on entertainment and cricket genres. HTML5 banner with the all the game logic and functionalities

Results• Over 140,0000 games played in less than 3 weeks • 75000 shared on FB• Average time spent on the game 2.55 minutes

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Ford Drive SmartPlatform:

Across iOS , Android, BB, Symbain

ChallengeA self sustainable channel to establish two way communication between Ford and its customers

Solution• Drive Smart was launched as a digital giveaway @ the Auto Expo in January 2012•The intent was to provide utility for the customer while he is driving•The target was both Ford & non Ford owners to ensure road assistance when user is driving

Results• Winner : Mobile Application at MMA India 2012• 40,000+ people have already downloaded the application• Users spent an average of 6 minutes / visit which is 4x of any branded application in India • Registers a 62% returning traffic rate, ensuring consistent engagement & connection with users

Video https://www.youtube.com/watch?v=Zgc3B9B6j0o

Download•Android: https://play.google.com/store/apps/details?id=com.krdsmob.drivesmart&hl=en Iphone• http://itunes.apple.com/us/app/ford-drive-smart/id491404924?mt=8

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HSBCMobile

Application

ChallengeHSBC Premier is a global wealth management service for HNI’s with complex investment needs. The prospect is highly niche- a busy globe trotter averse to push messages.

Hence an innovative media strategy was needed that would by-pass the TG’s ad aversion, connect to their needs, make them aware of the product benefits and generate conversions.

Solution•Four interesting mobile applications were developed for the tech savvy TG and distributed using Bluetooth kiosks, at airports where TG presence existed. Applications included – currency converter, a language translator for 6 foreign languages, a HSBC branch locator, and a domestic flight scheduler.

Results•Captured 13000+ high quality leads 8 airports in India within 4 weeks of the activity. Avg CPL of INR 35.00.

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HSBC

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CURRENCY CURRENCY CONVERTORCONVERTOR

FLIGHT FLIGHT SCHEDULERSCHEDULER

BRANCH BRANCH LOCATORLOCATOR

TRAVEL TRAVEL GENIEGENIE

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Castrol Workshop Owners prototypePlatform:

Android and iOS

ChallengeConcept proofing of an application before go live. Castrol would like to create a utility mobile solution for the integrated workshop owners , which is they would like to showcase to their S&M team before going live.

Solution• Prototype application for Android and iOS that can be installed on predefined devices and showcased•Key features: Training videos, downloadable – ring tones, wallpapers etc , entertainment section and client promotions

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Digital Asia FestivalPlatform:

Android and iOS

ChallengeCreate a comprehensive mobile application that provides users all information related to the digital asia festival 2012 : Festival schedule, photo gallery, winners, news etc

Solution• Contemporary design for tabs and phones• Link to Weibo: Chinas leading Social networking site• News, Schedule, Photo gallery, Shortlist and winners, festival details

Results• 5 star rating in both Google play and apple store

DownloadIphone:•https://itunes.apple.com/in/app/digital-asia-festival/id571926419?mt=8Android:•https://play.google.com/store/apps/details?id=in.NetBiz.DAFIpad : https://itunes.apple.com/in/app/digital-asia-festival/id571926419?mt=8

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IBM app for C suitePlatform:

Across iOS , Android, BB

ChallengeTo make C Suite audience aware of the fast changing business environment & to showcase IBM products & services

Solution• Creation of interactive ready reckoner Mobile applications such as CIO & CFO study & distribution across relevant touch points – Airports & IT events using Bluecasting

Results•Reached out to over 3000 of relevant audience with mobile application, which stayed on in their handsets to help change their business perceptions on a day to day basis, helping them keep pace with the changing environment.•Live polls, stress buster , trending wall with updates from international and media fraternity

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NikeAugmented

retail stores

ChallengeTo create a

virtual Nike store

ResultsActivity drove walk ins to the

Nike retail outliet

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SolutionThe application triggered the

camera of the phone that could scan posters, banners and the product and deliver

the content about three different verticals football,

running and cricket.

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Digital Asia FestivalPlatform:

Android and iOS

ChallengeCreate a comprehensive mobile application that provides users all information related to the digital asia festival 2012 : Festival schedule

Results•This festival is held in Beijing on 7th and 8th Nov 2012•Go Live : 1st Nov 2012 on app stores

Solution•Contemporary design• Link to Weibo: Chinas leading Social networking site• News, Schedule, Photo gallery, Shortlist and winners, festival details

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Tata Steel Platform:

Android and iOS

Challenge

Create a mobile solution that talks to users

about the values that Tata co stands for .

Solution• Innovative ipad application that brings about learning's ,teachings and stories of well known dignitaries globally on the values that they stand for . Their achievements and successes

Results• Owned asset of Tata showcasing their long standing association with values over the years

•A treasure trove of the most valued people and events in the world

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LenovoWAP Site

ChallengeFirst country specific WAP site for the brand

Solution•GPS based store locator•SMS info to phone•real lead generation model

Results• 100,000 organic visits within 3 months of launch•Time spent > 4 minutes per visit•Pages/visit – 5.84 (higher than website!)

•In 3 months 700 organic responses-Response to lead conversion at 33%!-Out of 570 qualified leads, 76 PCs have been sold ,leading to sales of USD 40K with ZERO media investment

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IBMWeb based

App

Challenge•Create a platform for users to engage during a smarter city forum event in india

Solution•CTA via SMS , QR Code and launcher push via Bluetooth and wifi •SMS IBM to 56677 to get WAP Link •Scan a QR Code to access the Smarter Cities WAP Link•Download the WAP launchers (specific to handsets ) through Bluetooth/Wi-Fi

Results•The Success Rate of the Campaign – 62% of the attendees interacted with the Smarter Cities Content on their Mobile phones which is still unheard of in any such kind of event !!!

•m.smartercitiesforum.com

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NikeDigital

Activation

ChallengeA large screen digital activation in a mall

SolutionFor the first time 3D glassless TV & Kinect was used in India

ResultsStore walk-ins increased by 30% and also saw spike in sales of the Lunareclipse+ during the activation weekend.

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CastrolFacebook

Application

ChallengeCastrol UEFA Euro 2012 FB application

Solution• Virtual game of football : Build your all star team, choose players, and beat the eventual winners of UEFA 2012•Launched across 3 languages: Arabic , English , Vietnamese

•https://www.facebook.com/Castrol.Arabia/app_305122126248301

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Thank you

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