MDI - Mandevian Knights
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• 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