Mobile Marketing, Engagement & Analytics for the Next Billion Consumers

A bit of what we’ve done

410+MillionZipDials

and counting…

• 2 to 50 times more engagement across all customer campaigns• Live internationally, primarily in India, Sri Lanka and also Caribbean• Patent-pending technology• Headquartered in Bangalore with core team of 25 developing the platform

in-house and building the business

Simple for consumers

Text message, Call back, Content

080 3005000

User simply zipdials…

…then keeps engaging

One ring

1.0x

.0x .5x 1.0x 1.5x 2.0x 2.5x

Marie Claire

Femina - Abaran

Marwar

Harpers Bazaar

India Today Spice (Jul)

Hello India - Abaran

Ongoing engagement & brand loyalty

Rich analytics drives higher ROI

ZipDial Analytics:

•Product Performance & Campaign Management – Tracking ROI on Media &Creatives

•Engagement Flows – Tracking user lifecycle

•User Analysis – Profiling across campaign engagement

2 to 5 Times More Engagement

Active Engagement*

141,000in 2 years

0 435 since day 1

265,000 in 6 weeks

955,000 in 2 years

84 1,900 since day 1

2,100,000 in 10 months

1,119,0000Pan-India and

since day 10 147

since day 1

136,000in Kolkatta alone,

in 1 week

37,000 for Anti-Corruption;

2,007,000 for all TOI in 4+ years

0 464,000 for all of TOI since day 1

4,600,000 for only Anti-Corruption

in 3 weeks

72,000 in 4 years

1,100 have them in circles

11,700 since day 1

1,000,000 in 6 months

*Brand results in India, as of October 2012

ZipDial = Frictionless + Accessible = Big Results

*Facebook Likes. Twitter Followers. Google+ Followers. ZipDial Engagements

Nerolac Brand Awarenes - Festival Season Promotion

• Objective: Maximize awareness of the new line of Healthy Homes Paints

• Sharukh Khan calls you back in conversational style if you want to know about the and the dangers of VOCs

• This Geo-Targeted campaign allows users from certain circles to get an option to request information on the premium HomeStylers service

• Users could also download SRK’s ringtone

Celebrity Interactive Voice Engagement

Results

• 60 Lakh ZipDials (missed calls) in 1 month!• Repeat participation grew every day,

extending viewer engagement• Top 5 Circles: Andhra Pradesh, Delhi,

Maharashtra, Mumbai & Madya Pradesh + Chhattisgarh

Interactive Missed Call Contest – Easy for Kids too!

The Watch & Win Experience!

• Disney Channel partnered with ZipDial to provide Disney viewers a toll-free, month-long contest

• ZipDial provides Missed Call numbers that are flashed on the TV screen astons at different times during the day, one at a time, each with a different point score

• Viewers ZipDial the number to earn those points• Users get a SMART SMS response with the number of

Points Earned and their Total Score• The highest points for the days are the eligible

winners. Total scores are reset each night

The ZipDial Touch• Automated SMS Group Opt-In management

for Push Notifications on Daily Winners• SMART SMS gives a personalized user

experience for first time diallers, Custom Point Scores, warning messages to spammers, and a special SMS to repeat diallers

• Real-Time Reporting and Daily Spam Tracking & Winner Reports

• Mobile partners with user behavior insights

Increase Response Rates

PATENT PENDING - ZipDial PROPRIETARY & CONFIDENTIAL

• National Product Sample distribution campaign• Over 6 Lakh Razor samples distributed to unique

customers authenticated with a ZipDial in paid and free trials

• ZipDial samples promoted at high-traffic locations by field agents– each agent has own number

• Daily reports by geography tracked Brand manager & by ZipDial as an independent 3rd party

Fast Moving Consumer Goods, Product Sample Distribution with DDB Mudra

Sampling Verifies Users, Builds DB

• Salman Khan voice message with selling points for Guard Razor• Trial message reached 2,000 people from Uttar Pradesh DB from

previous Sampling program through a push outbound dial• Referral service increased brand message reach by 49%!• High value referrals were 2.5x more likely to listen to full 55 sec.

message & 2x more likely to make referrals themselves than those being pushed the OBD by the company

• SMS Sports Content gratification given for 4 referrals; 3.2 Ave. Referrals per Active Referrer

Referrals Increase Reach of Brand Messages

Pledges & Sponsored Content Channels

PATENT PENDING - ZipDial PROPRIETARY & CONFIDENTIAL

Brand Building in coordination with BBDO

• Gillette’s 1st National Branding campaign in India, a people’s movement to rededicate the Gateway of India to the soldier in all Indians

• ZipDial number promoted in TOI (kickoff), Facebook, and in ZipDial’s Cricket Score Mobile Channel (9 million impressions)

• Received 10 lakh pledges in 3 months!• ~7.4% click through from Cricket Channel

Impressions

Front Page TOI Ad

TV Quiz Contests

• Warner Brothers’ The Dark Knight & Cadbury Bournville Joint Contest for a free trip was promoted on Bournville packaging & in TVCs

• Dialling the Call2Action Number on TV returned an SMS Quiz to reinforce brand messaging & activate Bournville sales

• Only correct answers were eligible & must keep wrapper to be eligible

• Contest promoted in TVCs on Disney Channel

• Two ZipDial numbers with Quiz Response options 1 and 2 shown numbers on screen

• Viewer must dial correct answer to be eligible for prize.

Fast Moving Consumer Goods, Brand Engagement & Activation

Fast Moving Consumer Goods, Brand Engagement & Activation

In partnership with Disney Brand Solutions

Cadbury Bournville & The Dark Knight

Consumers will keep using mobile differently

Projected mobile growth in India

They want to engage with

brands today

ZipDial is for 100% of users

They are half the world’s population

Over 1 Billion consumers age 13-40in initial target countries alone

“give me a missed call”

“I’ll just flash you”

“dame sinpa”

ZIPDIAL PROPRIETARY & CONFIDENTIAL

Thank you!