Orun

Project Report On

Mobile & Email Marketing Opportunities

with reference to Retail Industry

Submitted in partial fulfilment of the requirements for the award of

MBA

RAYAT INSTITUTE OF MANAGEMENT

ROPAR

SUBMITTED BY:

Arun katoch

Industry Guide: Faculty Guide:

Mrs. Pooja Sharma Mr. Sarabjit Sandhu

Manager Astt. Prof (Marketing)

ZCC Group Rayat Institute of Management, Ropar

Acknowledgment

This project report is an outcome

of the genuine support of many

well-wishers, friends and it is

because of the co-operation that I

received from various ends that

this report has attained the shape

that it deserves. I would like to

extend my sincere thanks to all of

them.

I am highly indebted to Mrs.

Pooja Sharma, my project

guide at ZCC Group for her

guidance and constant

supervision as well as for

providing necessary information

regarding the project and also for

his support in completing the

project.

I would like to express my

special gratitude and thanks to

Mr. Sarabjit Sandhu, Asst.

Professor (Marketing) at RIM

ROPAR for giving me such

attention and time.

My thanks and appreciations also

go to my colleague (ZCC Group)

in developing the project and

people who have willingly helped

me out with their abilities.

Thanking you

Arun katoch

Roll no.12059

RIM, Ropar

Page 3

Table of Contents

Acknowledgment.......................................................3

1 Introduction & Executive Summary..................................................................7

2 Research Methodology..........................................12

2.1 Objectives of the Study.....................................12

2.2 Formulation of Hypothesis................................................................13

2.3 Research Design...............................................15

2.4 Sample Design.................................................17

2.5 Scope of Study.................................................19

2.6 Research Limitations.........................................20

3 Critical Review of Literature....................................22

3.1 Research on Mobile in Retail by Global Language of Business....................................................................22

3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision......................................................................23

3.3 India e-Marketing Outlook 2012 by Octane Research...................................................................25

3.4 Marketing Platforms/Tools..........................................................27

3.5 Mobile Marketing.............................................29

3.6 Email Marketing...............................................31

3.7 Mobile Platforms..............................................34

4 Details of Data Collection.......................................37

4.1 Mobile Solution Providers40

4.2 Market Share of Mobile Platforms...................................................................45

Page 4

4.3 Marketing Companies .......................................................................................................... 47

4.4 Email Marketing Companies/Pricing .................................................................................... 52

5 Findings and Analysis................................................................................................................... 57

6 Conclusions, Suggestions & Limitations...................................................................................... 66

6.1 Conclusions/Suggestions ...................................................................................................... 66

6.2 Limitations ............................................................................................................................ 67

7 Bibliography ................................................................................................................................. 69

8 Annexure...................................................................................................................................... 71

LIST OF FIGURES

Figure 1: Formulation of Hypothesis......................................................................................13

Figure 2: Research Design Interaction....................................................................................15

Figure 3: Methods of Sampling.............................................................................................17

Figure 4: Business Categories Distribution.............................................................................58

Figure 5: Supported Mobile Platforms Distribution..................................................................60

Figure 6: Market Share Mobile Platforms...............................................................................61

Figure 7: Marketing Platforms Distribution............................................................................63

Rayat Institute of Management, Ropar

Chapter 1

INTRODUCTION & EXECUTIVE

SUMMARY

Rayat Institute of Management, Ropar Page 6

1 Introduction & Executive Summary

1.1 Introduction

Terms like mobile commerce and mobile marketing have created a huge

buzz. If businesses could use mobile phones to reach consumers anytime,

anywhere, it would fundamentally change how they do business.

However, today mobile still represents a tiny channel for most companies.

Juniper Research estimates most consumer products companies spend less

than 1% of their total advertising budget on mobile. This will change and

the change will likely be even faster and more dramatic than the initial

wave of mobile phone adoption that today means over 4 billion people use

a mobile phone. The success of Apple’s App Store, providing mobile

applications for the iPhone, shows how quickly technology can be adopted

by consumers.

These innovations significantly impacts dynamics of retail industry in

coming future. It would be interesting to explore how consumers equipped

with modern mobile phones connected to the internet will impact retail

stores and how anyone making, promoting or selling products in a brick

and mortar retail environment can prepare for it.

Most retail stores are complex environments that have developed gradually

over the past fifty years. There are two levels to that complexity. Firstly,

the move to the self-service format from the service format that preceded it

was a massive cultural change. For consumers, self-service meant choice,

convenience and value. However, it also involved learning how to find

their way around a new


environment. Over the years, retailers have learned how to design that environment to better meet

shopper needs and to drive sales.

In the future, all of retail touch points for consumers could have a mobile element. From the

research work available in the mobile space, one can identify the emerging applications that will

enable shoppers to have richer interactions. These interaction points enable scope for Mobile

Marketing to be highly effective tool in retail for marketers in future.

Email Marketing is also gaining huge popularity among retail marketers with improved internet

connectivity of the consumer in today’s world. Email marketing is used in a number of ways by

organizations and marketers for brand and customer loyalty building, acquiring or converting

customers, company advertisements, or for communicating promotional offers and more.

.

1.2 Executive Summary

This report was commissioned as part of the summer internship project for Consensys Solutions

India Pvt Ltd (ZCC Group) to identify opportunities for Mobile Marketing and Email Marketing in

the retail industry across the globe.

The research was focused on primarily exploring following information:

Mobile Marketing Companies in Retail and their business areas,

Marketing Platforms Tools used by Marketing Companies in

Retail, Mobile Platforms supported by Mobile Marketing

Companies and Email Marketing Companies and General Pricing

The data for the research was primarily collected from the National Retail Federation 2013 official

site and general Internet search using search engine such as Google, Professional networking sites

Linked In and Myntra.com. Corporate web sites of the companies were explored for product

offerings, pricing and mobile/marketing platforms supported.

On analysis of data collected it was noted that Android and iOS based mobile marketing solutions

were mostly offered in the retail industry. It was also established that mobile marketing

opportunities exist in the retail industry especially in these business segments - In store,

Merchandising and Mobile Commerce. Android was identified as the most popular mobile

platforms globally followed by iOS, so it’s recommended to offer mobile marketing solutions on

these platforms.


Based on the research findings, it was concluded that Email marketing was among the most widely

used marketing tool by the marketing companies in the retail sector. E mail Marketing pricing

offering is very competitive in Asia Pacific region so most of the companies price quotation are on

the average range and very similar. The real differentiators are the service offerings and access to

Email address list with demographic details.


Chapter 2

RESEARCH METHODLOGY2.1 Objectives of the Study

2.2 Hypothesis

2.3 Research Design

2.4 Sample Design

2.5 Scope of the Study

2.6 Research Limitations


2 Research Methodology

2.1 Objectives of the Study

Primary Objectives:

To identify

opportunities for

Mobile Marketing

in the Retail

Industry. To

identify

opportunities for

Email Marketing

in the Retail

Industry.

Secondary Objectives:

To study profiles of mobile solution

providers participating in National Retail

Federation 2013 along with their business

categories, solutions and supported mobile

platforms in order to identify mobile

marketing opportunities.

To study profiles of marketing companies

participating in National Retail Federation

2013 along with their business categories,

solutions and supported marketing

tools/platforms in order to identify Email

Marketing opportunities.

To study profiles of Email Marketing

companies from Asia Pacific and Middle

East region and recommend pricing

model/quotes for the region.

To find out market share of Mobile Operating Systems – Android, iOS,

RIM (Blackberry OS), Symbian (Nokia) and

Windows Mobile in different regions across

the globe.


2.2 Formulation of Hypothesis

Hypothesis is a tentative theory or supposition provisionally adopted to explain certain facts and

guide the investigation of others. It is a tentative and declarative statement formulated to be tested

describing relationship between concepts. Hypothesis is a statement of predicated outcomes of the

research. A hypothesis is proposition which the researcher wants to verify.

Idea

GenerateHypothesis

RejectDesign

Experiment

Acquire/AnalyzeData

Accept

Figure 1: Formulation of Hypothesis


There are a lot of open/unexploited opportunities existing in the mobile and email marketing in the

Retail Industry. The purpose of this research is to establish the hypothesis by identifying

opportunities and trends.

Research Hypothesis:

With new trend of more and more users switching to smart phones across the world, there is

larger audience for marketing on mobile in general.

There is strong mobile application development community which is enabling increased

consumer presence on mobile because of applications such as Facebook, twitter etc.

Email and Mobile Marketing adoption in retail industry is quite likely because of the online

presence of most of the retail outlets and growing buzz of Ecommerce.

Retail industry across the world is expected to grow many folds in future – so there is

tremendous growth opportunity for marketing innovations.


2.3 Research Design

The research design is the concept ual structure within which research is conduct ed. It is a plan of

action, a plan of collecting and anal ysing data in economic, efficient and relevant m anner. It

contains the blue print for the collection, measurement & analysis of data. The proposed study is an

exploratory cum descriptive.

DescriptiveResearch

Exploratory CausalResearch Research

Fig ure 2: Research Design Interaction

Exploratory Research is designed to generate basic knowledge, clarify relevant issues uncover

variables associated with a problem, uncover information needs and define research objectives. This

research used this exploratory design to explore information on mobile and marketing companies in

retail industry. On the preliminary stage, broad sources of information were identified and then each of

those information were studied/explored in detail to find out specific details such as product offerings,

supported platforms and business solutions. Most of the research design was based on

secondary data sources.

Descriptive Research is designed to provide further insight into the research problem by

describing the variables of interest. It can be used for profiling, defining segmentation, estimating,

predicting and examining associative relationships. This research used descriptive research design

for getting exact information on price quotation on email marketing in Asia Pacific region. This

region was identified after initial analysis using exploratory research method.


2.4 Sample Design

Sampling is the selection of some p art of an aggregate or totality on the basis of wh ich a judgment

or inference about the aggregate or tot ality is made. Generally, sampling methods can be

categorized as probability and non-probability sam pling method.

Sample Probability Sample Simple RandomDesign Methods

Systematic Random

Stratified Random

Cluster Sample

Area Sample

Non Probability Methods Convenience Sample

Snowball Sample

Judgement sample

Quota Sample

Figure 3: Methods of Sampling

For the purpose of sample design, no n-probability sampling scheme was chosen.

Nonprobability sampling is any sampling method where some elements of the population have no

chance of selection (these are sometimes referred to as 'out of coverag e'), or where the probability

of selection can't be acc urately determined. It involves the selection of elements based on

assumptions regarding the population of interest, which forms the criteria for selection. Hence,

because the selection of elements is non-random, nonprobability sampling does not allow the

estimation of sampling errors. The se conditions give rise to exclusion bias, placing limits on how

much information a sample can provide about the population. Information about the relationship

between sample and population is limited, making it difficult to extrapolate from the sample to the

population.

For the purpose of this research, sample was chosen as all the participant companies for National

Retail Federation 2013 expo.

2.5 Scope of Study

The study was carried out to identify opportunities of mobile and email marketing in the retail

sector and at the time asses the competition for ZCC Group. This research was done to collect the

information on current players/companies in mobile marketing & email marketing segment in the

retail industry especially in North America region, Asia Pacific region and Middle East region. The

companies under study were primarily scoped as all the companies participating in National Retail

Federation 2013 expo.

The data collection of the study for company profiling was scoped to following details:

Company Name

Corporate Website URL

Brief Description of the Company

Business Segment and Solutions Offered

Mobile/Marketing Platform supported

This data is very important for ZCC Group as they are exploring opportunities to offer solutions in

mobile marketing and email marketing with retail sector as primary target. The finding and

recommendations from the research would be used to define future strategy for the company in

respect of market scope, initial target market, and pricing strategy.


2.6 Research Limitations

Research and analysis were based only on the secondary data available from the internet so any

error in the data gathering by the original source may generate inaccurate results.

Non-Probability Sampling Technique was used for data collection so estimation of sampling

errors was not possible. This leads to exclusion bias on the results based on the fact that how

much information a sample can provide about population.


Chapter 3

CRITICAL REVIEW OF

LITERATURE3.1 Research on Mobile in Retail by Global Language of Business

3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision

3.3 India e-Marketing Outlook 2012 by Octane Research

3.4 Marketing Platforms/Tools

3.5 Mobile Marketing

3.6 Email Marketing

3.7 Mobile Platforms


3 Critical Review of Literature

The overall purpose of a literature review is to

critically appraise and synthesize the current state of

knowledge relating to the topic under investigation,

as a means of identifying gaps in the knowledge that

a new study would seek to address.

3.1 Research on Mobile in Retail by Global Language of Business

This research reports contains information on the retail store –

future vision empowered by Mobile Technologies. It explores

how consumers equipped with modern mobile phones

connected to the internet will impact retail stores and how

anyone making, promoting or selling products in a brick and

mortar retail environment can prepare for it. This research is

focused on how mobile phones support richer, more enjoyable

and more efficient and more relevant shopping experiences for

consumers.

Key findings from the research:

There is huge potential to be gained by integrating

mobile technologies into retail and specifically into in-

store environments.

3.2 Mobile Advertising – 2020 Vision by Ogilvy and Acision

Mobile advertising in 2020 will be mobile directed advertising which is selected and chosen by the

individuals themselves. Individuals and not consumers; consumers remain a group or type of person

which conforms to a pre-defined segment by the brands. Individuals, on the other hand, are fully

independent, they may let you know them or part of them but they will never let a brand own them.

It is the individual who will be the pivotal player in the mobile advertising domain of the future and

the mobile device will be a technological representation of them. The mobile phone will transform

from being seen as a new personalized channel to receive advertisements on; to a device which will

orchestrate where, when and how selected advertiser’s information will be delivered.

Implications for Marketers:

Mobile is going to be a significant media channel.

Early adopters will benefit from low cost experimentation and first mover advantage.

Mobile advertising is not simply an extension of other media plans - it requires a different mind-

set, a distinct process and new metrics.

New forms or collaboration intra-company and across company are both possible and necessary

in the emerging mobile space.

The cost of entry is currently low.


Implications for Operators:

Mobile advertising can unlock new revenue.

Inventory is a valuable asset for both mobile advertising and own base marketing activities.

Uptake of mobile advertising will increase where Operators are able to provide an integrated

ability to access their inventory by all parties.

Increase subscriber loyalty by providing relevant and targeted promotions.

Reward your subscribers for maintaining their profiles -increasing the value of your inventory

as well as ensuring their user experience is enriched.

Identify your strategic ambitions in relation to the mobile advertising value chain.


3.3 India e-Marketing Outlook 2012 by Octane Research

Top 5 industry verticals in India in terms of e-marketing investment are:

Retail & Distribution (include online retail and e-

commerce) Media & Entertainment

IT & ITES

Services and Consulting (including Marketing

Agencies) Education

Customer Acquisition

It continues to be the primary goal for existing & new marketing initiatives over the last two years

Social media

Social Media initiatives are gaining momentum and email continues to be the most effective

marketing channel. Social Media (68.8%) and Email marketing (53.1%) emerged as top 2 online

marketing initiatives that will see an increase in marketing investments in 2012.

No Spam

A majority of Indian marketers (36%) wanted a code of conduct by an industry body like IAMAI,

while 31.5% of the participants believe stronger anti-spam laws in like CAN-SPAM would help

curb the spamming campaigns.

SMS vs. Email

As a direct result of TRAI directive on usage of SMS for promotional messages, approximately

35.3% of the respondents plan to increase their budgets towards email marketing by more than 11%

in 2012.

3.4 Marketing Platforms/Tools

With emergence of web and mobile channels, marketing companies are able to new various types

of marketing platforms in addition to traditional channels. These are types of the marketing

platforms that are generally offered by these companies:-

Email Marketing: Using lists of email addresses to deliver content and promotional offers to

potential customers.

Mobile Marketing: Mobile marketing is a “marketing method” of promoting one’s business

using a mobile phone.

o SMS Marketing

o MMS Marketing

o Apps Marketing

Web Marketing: Web marketing is the general term for marketing done on the Internet through

Social Networking Media, Web Advertisements, etc.

Digital marketing: Digital marketing is the use of internet connected devices to engage a

customer with online advertising in order to promote products and services. Internet connected

devices are those such as web browsers, smart phones and game consoles.


Database Marketing: Database marketing is a form of direct marketing using databases of

customers or potential customers to generate personalized communications in order to promote

a product or service for marketing purposes. The method of communication can be any

addressable medium, as in direct marketing.


3.5 Mobile Marketing

The mobile is a constant ever increasing piece of technology that is becoming more and more

affordable and convenient for people all over the world to use, not just using it for communication

but for social statutory reasons as well.

Mobile Marketing involves communicating with the consumer via cellular (or mobile) device,

either to send a simple marketing message, to introduce them to a new audience participation-based

campaign or to allow them to visit a mobile website. Mobile marketing is a “marketing method” of

promoting one’s business using a mobile phone.

Types of Mobile Marketing:

Text/SMS Marketing: Short message service (SMS) or sent to potential customers through the

mobile phone using a short code with is a short number of 4-6 digits or a short code with it the

usual 9 digit number system that is referred to as a long code. For example: Get 15% of all checked

T-Shirts when you shop at Marks n Spencer outlets countrywide.”

Mobile Web: 90% of mobile handsets is internet ready. This is basically advertising on internet

web pages that are supposed to be for mobile technology. An example of platform supporting this is

‘Ads by Google’.

MMS (multi-media message service): These are messages that are sent to customers using multi-

media message service which is exactly like SMS, but can potentially contain a picture, video and

or audio.


Mobile Applications/Games: This from of mobile marketing involves have your ads inside of a

mobile application/game. Mobile Apps are little software programs you download from an app

store connected with your mobile device’s operating platform. There’s the App store from Apple

for iPhones, and similar ones for Droid and Blackberry-based mobile devices. Apps (short for

applications) can be anything from games such as Words with Friends to specialized information

and entertainment experiences like the one from ABC News. Some are free while others have a cost

associated with them.

For businesses, building an application might be a smart way to reach consumers in a compelling way.

Whether it’s delivering company news, coupons or specials or engaging customers around your business

in some fashion (quizzes, polls, games, etc.), you can be an ever-present icon on a customer’s mobile

desktop, increasing the chances they’ll remember you when they’re ready to buy.

Voice Marketing: These are pre-recorded messages that are broadcast numbers from a computer

managed list. IVR (Interactive voice response) is that automated voice that guides you through your

mobile provider’s customer mobile service section.

Bluetooth: It is often referred to as, “proximity marketing.” For example, if you walk into a store

using Bluetooth, and your phone’s Bluetooth functionality is turned on, you would receive a custom

message, like a text, that might say, “Special offer on Pepsi products!” Brands can use Bluetooth

technology in shelf and floor displays, too, so the message may be from the store, or it might be

from the actual brand as well.


3.6 Email Marketing

A type of direct digital marketing that uses electronic mail (also called email or e-mail) as the

marketing communication delivery method. Email marketing is used in a number of ways by

organizations and marketers for brand and customer loyalty building, acquiring or converting

customers, company advertisements, or for communicating promotional offers and more.

Advantages of Email Marketing:

Low Cost – Communicating via email has many of the advantages of traditional direct mail but

with much lower costs.

Speed – If you need to you can get a message out to your entire list very fast.

Ease (both for you and the reader) – For your marketing to be a success it has to be easy for the

recipient, but it helps that email marketing is easy for you too as it means you can do it yourself.

Push – While websites and RSS are “pull”, in that the visitor has to come to you, with email

you can send your messages out, reminding and re-engaging readers.

Personalized – The more information you collect, the more messages can be tailored and

personalized. Email also has the particularly special ability to segment, meaning you can split

people off into smaller, more focused lists.

Viral – It’s so easy for people to forward your message on to others, spreading further than you

could alone.

Tracking – Everything from how many emails were opened, through to each individual link

click can be tracked, meaning you can hone your techniques and improve performance

Testing – Along with tracking, you can test different subject lines, calls to action, use of

images, and so on, to further improve your results

Complimentary – Email, while an excellent tactic, does not replace your other marketing

activities but compliments them extremely well. Combining multiple tactics can build very

profitable marketing campaigns.

Opt-In – Perhaps most important, the best email lists are always opt-in, meaning you have

permission to contact the person. This permission is very powerful and should not be

underestimated.


Types of Email Marketing:

Direct Email:

Direct email involves sending a promotional message in the form of an email. It might be an

announcement of a special offer, for example. Just as one might have a list of customer or prospect

postal addresses to send your promotions too, so you can collect a list of customer or prospect email

addresses. One can also rent lists of email addresses from service companies. They'll let you send

your message to their own address lists. These services can usually let you target your message

according to, for example, the interests or geographical location of the owners of the email

Email Newsletter:

Instead of promotional email designed only to encourage the recipient to take action (buy

something, sign-up for something, etc.), one might send out retention emails. These usually take the

form of regular emails known as newsletters. A newsletter may carry promotional messages or

advertisements, but will aim at developing a long-term impact on the readers. It should provide the

readers with value, which means more than just sales messages. It should contain information

which informs, entertains or otherwise benefits the readers.

Transactional Emails:

Transactional emails are usually triggered based on a customer’s action with a company.

Triggered transactional messages include dropped basket messages, purchase or order

confirmation emails and email receipts.


3.7 Mobile Platforms:

A mobile operating system (mobile OS) is the operating system that controls a smartphone, tablet,

PDA, or other mobile device. Modern mobile operating systems combine the features of a personal

computer operating system with touchscreen, cellular, Bluetooth, Wi-Fi, GPS mobile navigation,

camera, video camera, speech recognition, voice recorder, music player, personal digital assistant

(PDA), and other features.

Android:

Android was developed by a small start-up company that was purchased by Google Inc. in 2005,

and Google continues to update the software. Android is a Linux-derived OS backed by Google,

along with major hardware and software developers (such as Intel, HTC, ARM, Samsung, Motorola

and eBay, to name a few).

iOS:

The Apple iPhone, iPod Touch, iPad, and second-generation Apple TV all use an operating system

called iOS, which is derived from Mac OS X.

Blackberry OS from RIM:

This OS is focused on easy operation and was originally designed for business. Recently it has seen

a surge in third-party applications and has been improved to offer full multimedia support.

Currently Blackberry's App World has over 50,000 downloadable applications.


Symbian OS:

Symbian had the largest smartphone share in most markets worldwide about two years back.

However, its market share has gone down in last couple of years because of emergence Android

and iOS and lack of penetration by Nokia in smartphone market.

Windows Mobile from Microsoft:

Windows Mobile's market share has sharply declined in recent years. Microsoft is phasing out the

Windows Mobile OS to specialized markets and is instead focusing on its new operating system

and software platform, Windows Phone. Nokia and Microsoft recent ties up mean that new Nokia

smartphones would mostly be using Window Mobile operating system.

Chapter 4

DETAILS OF DATA COLLECTIONS4.1 Mobile Solution Providers

4.2 Market share of Mobile Platforms

4.3 Marketing Companies

4.4 Email Marketing: Companies/Pricing


4 Details of Data Collection

Data is defined as facts presented to

the researcher from the study of the

environment. Basically data are

divided into two types.

Primary Data: Primary data are collected for the first

time by the investigator for her own use. For this

marketing research, price quotation on Email

Marketing were collected for companies in Asia

Pacific region using following channels: direct calling

and posting information request via Email

Secondary Data: Secondary data are data which are

collected by somebody else. This research used

secondary data sources such as company listing at

National Retail Federation 2013, information from

corporate web sites of the companies, Company Search

using Linked In, various research survey reports

published on the web and general search using web

search engines such as Google.

Research was conducted in four different modules –

Module 1: Mobile Solution Providers

Topic: List Mobile Solution Providers participating in

NRF Expo 2013 and find supported platforms. In

depth study was conducted and following details for

each company were captured as part of the research:

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Module 2: Market Share of Mobile Platforms

Topic: Find out market share of different mobile platforms globally

Internet Search was used to collect data published by different Market Research Companies to find

out market share of all the mobile platforms – Android, iOS, Blackberry, Windows Mobile, etc.

Module 3: Marketing Companies

Topic: List the company’s participation in NRF Expo 2014 and find the Marketing Solution

providers.

In depth study was conducted and following details for each company were captured as part of the

research:

Company Name

Company URL

Brief Description

Business Category

Solutions

Supported Platforms (e.g., Email Marketing, SMS Marketing, MMS Marketing, Direct

Marketing, Mobile Marketing etc.)

Module 4: E Mail Marketing Companies/Pricing

Topic: List Email marketing companies from Asia Pacific region along with contact details and

pricing information.

Internet Search was used to list Email marketing companies in Asia Pacific region involved in mobile

industry. Professional Networking web sites such as Linked In, Manta.com and general internet


search were used to create the extensive list of companies. Following details were captured as part

of the activity –

Company Name

Company URL

Brief Description

Business Category and

Solutions Pricing Information

Contact Details

Description of Data Collection: As part of the research, following data were collected. Detailed

description is provided in the subsequent sections.

4.1 Mobile Solution Providers

In Depth analysis of all the mobile solution provider companies participating in NFR 2014 Expo

was conducted. Corporate web sites of each of these companies were explored to identify business

solution and supported mobile platforms. A questionnaire was created as part of this module.

A total of eighty five companies’ information was listed as part of the research with detailed profile

along with supported mobile platforms.

Some of the listed companies are as follows.

Aruba Networks

ARTS Pavilion

Agilysys, Inc.

AIRTAG

Brother Mobile Solutions

BIXOLON America

Cross View, Inc.

Cornell-Mayo

Sample profiling of some of the companies from the list –

1.) Company Name: Cornell-Mayo

Company URL: http://www.cornell-mayo.com

Brief Description:

Cornell-Mayo Associates offers the "Store of the Future" today with exciting, new Mobile

solutions. With "First to Market Solutions" on Apple mobile hardware platforms, CMA has

extended its "Store Systems Anywhere" philosophy. With Omniexpress™ can achieve the ultimate

in Mobile productivity.

Business Categories:

In-Store Application

Retail Technology

Solutions POS

Solutions:

Store Management

Mobile Solutions

Supported Platforms:

iPhone

(iOS) iPad

Android


2.) Company Name: Koamtac, Inc.

Company URL: http://www.koamtac.com

Brief Description:

KoamTac's creates application generation software that enables barcode scanning integration

without modification to most line-of-business applications and supports all major Smartphones.


Information Technology

In-Store - Scanning Technology

In-Store- Retail Technology

Solutions Storage & Distribution

Solutions:

Transportation and Logistics,

Distribution and retail,

Hospitality


iPhone (iOS)

Android

BlackBerry

3.) Company Name: AirWatch

Company URL: www.air-watch.com

Brief Description:

AirWatch’s secure, web-based solution provides a single, integrated view of a retailer’s entire fleet

of both corporate and employee-owned Apple iOS, Android, Blackberry, Symbian and Windows

devices.


Application

Management POS

In-Store

Decision Support System

Solutions:

Mobile Application Management

Mobile Content Management

Mobile Email Management


iPhone

Android

BlackBerry

4.) Company Name: Kony Soultion s

Company URL: www.konysolutions.com

Brief Description:

Kony Solutions enables companies to offer consumers feature-rich mobile applic ations through the

Kony Mobile Application Platform ™. Leveraging a proprietary Kony’s unique platform is proven

to future proof a company’s mobile investment by enabling applications to be changed once for all

channels, ensuring faster adoption of new operating systems and standards as th ey are introduced,

while eliminating maintenance and u pgrade.


Application Service

Provider E Commerce

Solutions:

Retail Banking,

Retail Brokerage

Enterprise Asset Management


iOS (iPhone/iPad)

Android

BlackBerry

4.2 Market Share of Mobile Platforms

Global Market Share of Mobile Operating System:

Mobile Platform Q1 2012

Android 59%

iOS 23%

Smybian 6.8%

RIM(Blackberry) 6.4%

Windows 0.3%

Others 4.5%

US Smartphone Market Share by OS:

Mobile Platform Dec 2010 Dec 2011

Android 29% 47%

iOS 25% 30%

RIM ( Blackberry) 32% 16%

Windows 8% 5%

Smybian 3% 2%

Europe Smartphone Market Share by OS:

Mobile Platform Dec 2011

Android 28%


iOS 21%

RIM ( Blackberry) 9%

Windows 6%

Smybian 32%

China Smartphone Market Share by OS:

Mobile Platform Feb 2011

Android 11%

iOS 59%

Smybian 3%

Others 27%

Australia Smartphone Market Share by OS:

Mobile Platform Feb 2011

Android 11%

iOS 74%

Smybian 9%

Others 6%

4.3 Marketing Companies

In Depth analysis of all the marketing companies participating in NFR 2013 Expo was conducted.

Corporate web sites of each of these companies were explored to identify business solution and

supported marketing platforms. A questionnaire was created as part of this module.

A total of one hundred thirteen companies were listed as part of the research with detailed profile

along with supported marketing platforms. Research was conducted in view of identifying usage

pattern of following platforms by these companies.

SMS Marketing

MMS Marketing

Email Marketing

Web Marketing

Apps Marketing

Digital Marketing

Database Marketing

Direct Marketing

Some of the listed companies are as follows.

1010data

Avanade, Inc.

Chain Store

Guide Cherry

Cisco


Experian QAS

First Insight

Foresee

Hewlett-Packard Co.

IBM Corporation

Sample profiling was done similar to Module 1.

1.) Company Name: Vision6

Company URL: http://www.vision6.com.au

Brief Description:

Vision6 is a global leader in SMS & Email Marketing and Database Management solutions. Its

award offers a powerful, on demand solution delivering automated marketing, email marketing

system analytics, online surveys, Email & SMS creation, sales lead generation and extensive list

management all within an intuitive and spam compliant framework.


Information Technology and Services

Solutions:

Marketing

Advertising

Email Marketing


2.) Company Name: MailAndMine

Company URL: http://www.mailandmine.com.au

Brief Description:

They love to help businesses achiev e great results and consistently grow loyalty. They cut through

the Email marketing hype to ensure your business gets the best Email Software Technology and

Email Campaign Support at the best price.


Information Technology and Services

Solutions:

Email Newsletters

Email Marketing

Email Software

Email Marketing Software

3.) Company Name: The Marketing Network

Company URL: http://www.themar ketingnetwork.com.au/

Brief Description:

The Marketing Network is one-stop marketing & management consultancy (a s well as a free

information portal) focused on fin ding, attracting and retaining customers for our SME clients –

Professional Services and B2B Companies.


Marketing and Advertising

Solutions:

Marketing Strategy

Marketing Communications

Brand Strategy

Website Design

Digital Marketing

Social Media Marketing

Online Marketing

Email Marketing

4.) Company Name: Internet Mark eting Pro

Company URL: http://www.interne tmarketingpro.in

Brief Description:

Internet Marketing Pro offers profe ssional internet marketing services as such SE O, PPC, SEM

and Email Marketing. They have team of professionals who have the ability to deliver the best

results by bringing organic traffic to your site. They at Internet marketing pro understand the

internet very well so we have the ability to deliver the best to our customers.


Marketing and Advertising

Solutions:

Search Engine Optimization

Search Engine Marketing

Pay per Click

Social Media Marketing

Email marketing

4.4 Email Marketing Companies/Pricing

A thorough listing was done for the Email marketing companies in Asia Pacific region along with

their contact details. Different professional networking websites such as Linked In, Manta.com, etc.

were used in creating the extensive list of such companies. A total of about six hundred Email

marketing companies were listed as part of this research.

Some of the listed companies are as follows –

Vision6

EzyMsg

Melon Media Sydney

Groovy Mail

Apex Pacific

Interact Guru

V.Sop Design

Pinpointe

Blayn Inc.

Campaign Monitor

Pricing of Email Marketing:

As part of research, pricing Quotation for about fifty Email Marketing companies was also done.

The pricing of some of the companies listed in the sheet are as follows:

1.) Company’s Name: Vision6 (Australia)

Company URL: http://www.vision6.com.au

Pricing:

Email Send Fees:

The email send costs are calculated on the total number of emails sent throughout the month.

Package Size Price/email

0-200 US $ 0.04

201-2000 US $ 0.03

2001-10,000 US $ 0.03

10,001-100,000 US $ 0.01

10,0001-250,000 US $ 0.0075

2.) Company’s Name: Nexus Mailer (Hong Kong)

Company URL: http://www.nexusmailer.com/

Pricing:

Self Service E-mail Marketing

Package Name No. of Subscribers Monthly Yearly

NM-1k 1000 US$29.95 US$329.00

NM-3k 3000 US$44.95 US$494.00

NM-5k 5000 US$59.95 US$659.00

NM-10k 10000 US$79.95 US$879.00

NM-25k 25000 US$139.00 US$1529.00

NM-50k 50000 US$199.00 US$2189.00

NM-75k 75000 US$259.00 US$2849.00

NM-100k 100000 US$319.00 US$3509.00

Bundled Packages

Four Star One Page Newsletter Design $300 + NM PackageSend e-mail campaign + Import/Export e-mails

+ Reports

Three Send e-mail campaign + Import/Export e-mails $99 + NM Package+ Reports

Star


3.) Company’s Name: SalesCatalysts.com (Hong Kong & Thailand)

Company URL: http://www.salescatalysts.com

Pricing:

Monthly Subscription plans

(For regular email campaigns)

MONTHLY SUBSCRIPTION PLAN (ideal for regular email campaigns)

No. of Email Credit / Month US Dollar Hong Kong Dollar1,000 US$24 HK$200

1,800 US$38 HK$3002,500 US$46 HK$360

4,000 US$64 HK$5008,000 US$110 HK$900

10,000 US$120 HK$1,000

CREDIT REFILL PLAN (ideal for occasional email campaigns)

Total No. of Email Credit US Dollar Hong Kong Dollar5,000 US$198 HK$1,600

10,000 US$338 HK$2,80015,000 US$498 HK$4,000

20,000 US$630 HK$5,000


Chapter 5

FINDINGS AND ANALYSIS


5 Findings and Analysis

Every study is conducted for the purpose of

getting some results. And without analysis and

interpretation of data received in the study, a

researcher is not able to make any judgments.

For this purpose in this chapter data are

analysed.

Mobile Marketing companies:

Business Categories/Solutions

offered by mobile marketing

companies in the retail industry.

Total Companies: 85

Business Categories/Solutions No. of Companies

Supply Chain Management 21

Customer Relationship Management 17

Merchandising 32

In store 59

Point of Sale 50

Information Technology 50

Supply and Distribution 23

Safety & Security 10

Decision Support System 8

Communication 18

E Commerce 6


80%70%

70%59% 59%

60%

%co

mp

an

ies 50%

38%40%

30% 25% 27%21%20%

20% 12% 10% 10%10%

0%

Mg e

S.T

D S .S.

.CM inr

uo IC R is

t O

& & .S m ES P S SS C d - D mn In o

a Chc

r

e

M

Business Categories

Figure 4: Business Categories Distribution

SCM- Supply Chain Management

CRM- Customer Relationship

Management POS – Point of Sale

IT – Information Technology

S & D- Supply & Distribution

S & S- Safety & Security

DSS- Decision Support System

E.C- Electronic Commerce

Findings:

Most of the companies are in the Business category of In-Store i.e. about 70%.

Other Business categories like Point of Sale and Information technology are of

59%. Rest of the business categories includes:

o SCM-25%

o CRM-20%

o Merchandising-38%

o Supply & Distribution-27%

o DSS-10%

o E Commerce-10%


Mobile Marketing Companies:

This is analysis of supported mobile platforms by the companies in the retail industry.

Total Companies: 40

Supported Mobile Platform s No. of Companies

iPhone/iPod ( iOS) 26

Android 25

iPad (iOS) 25

Blackberry OS 10

Other Mobile Platforms 25

Figure 5: Supported Mobile Platforms Distribution

Global Market Share of Mobile Platforms:

Mobile Platform Q1 2012

Android 59%

iOS 23%

Smybian 6.8%

RIM(Blackberry) 6.4%

Windows 0.3%

Others 4.5%

6.4% 4.5%

6.8%0.3%

Android

iOS

Windo ws

23.0% 59.0%Symbian

Blackb erry

Other s

Figure 6: Market Share Mobile Platforms

Findings:

30% of the companies used iPhone as supported platforms for their solutions.

The companies using iPad and Android are approximately same (29%)

Blackberry OS is less popular compare to other platforms

Companies using other than these platforms are 29%.

Android has the highest market share in smartphone market globally, closely followed by iOS.


Marketing Companies:

Marketing platforms used by companies in the retail industry.

Total Companies: 112

Marketing Platforms No. of Companies

SMS Marketing 35

Email Marketing 54

QR Codes 9

Web Marketing 42

Point of Sale 17

Direct Marketing 44

Bluetooth Marketing 7

Digital and Media Marketing 23

Database Marketing 10

Others 27

% of Companies using the different Marketing Platforms

(%) 60%

49%50%

Co

mp

anie

s

38% 40%40% 32%30% 24% 25%

20%8%

15%10% 12%

of

10% 4%

No

.

0%

S S l R b S g h ia e si

a in t r

M M Q e O o d s et aS M M W P e o e b h

h t

e k M a Otr t

a e /

al

lu aM t D

B it igc

e Dr

i

DMarketing Platforms

Figure 7: Marketing Platforms Distribution

Findings:

Most of the companies are engaged in email Marketing. Approximately 50% of the marketing

companies are using email marketing.

The second most preferable marketing tools used by the companies are Direct Marketing and

Web Marketing, which is about 40% and 38%.

32% of marketing companies are using SMS Marketing.

24% of companies listed in NRF under Marketing categories are using Digital marketing or

Media marketing.

15% and 12% of companies are using POS and Database marketing.

Rest of the 8% and 4% of companies are using the QR codes and MMS marketing.

25% of companies are using the marketing tools other than these marketing platforms, which

includes-

o Online Marketing

o E-Marketing

o Online Payment etc.


Chapter 6

CONCLUSIONS, SUGGESTIONS &

LIMITATIONS

6.1 Conclusions/Suggestions

6.2 Limitations


6 Conclusions, Suggestions & Limitations

6.1 Conclusions/Suggestions

By analyzing the data collected from the NRF, it was observed that most of

the companies are in the Business categories of–In-Store and Merchandising.

Few companies are in the categories of E-Commerce, Decision Support

System, Security and Safety. Therefore, these are the gaps where one can be

explored by new entrants.

Android and iOS based mobile marketing solutions were mostly offered in the retail industry

Android was identified as the most popular mobile platforms globally

followed by iOS, so it’s recommended to offer mobile marketing solutions on

these platforms.

Most of the Marketing companies are not using Mobile Marketing .There is an

opportunity for the new entrants in this domain.

Email and Direct Marketing is still most preferable Marketing tool in the retail industry.

E mail Marketing pricing offering is very competitive in Asia Pacific region

so most of the companies price quotation are on the average range and very

similar. The real differentiators are the service offerings and access to Email

address list with demographic details.

6.2 Limitations

Many companies did not provide product data on their web sites so this may lead to an

inappropriate data analysis.

While collecting information on pricing quotations many companies did not respond to queries

so findings do not include data of these companies.

Research and analysis were based only on the secondary data available from the internet so any

error in the data gathering by the original source may generate inaccurate results.

Research was conducted mostly from the companies participating in NRF 2013 event so

analysis and finding may not be representative of the actual facts.

Non-Probability Sampling Technique was used for data collection so estimation of sampling

errors was not possible. This leads to exclusion bias on the results based on the fact that how

much information a sample can provide about population.


Chapter 7

BIBLIOGRAPHY

7 Bibliography

Mobile in Retail. (2010). Retrieved from Global Language of Business: http://www.gs1.org/

Case Study:e-Marketing Outlook. (2012). Retrieved from Octane: http://octane.in/research/

Market share - Mobile OS. (2012). Retrieved from IDC: Analyze the Future: http://www.idc.com/

About the Company. (n.d.). Retrieved from ZCC Group: http://www.ZCC Group.com/

Company List( 2013 Expo). (n.d.). Retrieved from National Retail Federation: http://www.nrf.com/

Digital Retail Apps. (n.d.). Retrieved from Kiosk: www.kiosk.com

Email

Marketing.

(n.d.).

Retrieved

from

Verifone

Inc:

http://ww

w.verifone.

com

G.Vedaman

i, G. (2011).

Retail

Manageme

nt. Delhi:

Jaico

Publishing

House.

Home. (n.d.). Retrieved from CrossView, Inc.: http://www.crossview.com

Marketing Solutions. (n.d.). Retrieved from Zmags Corp: http://www.zmags.com

Mobile Advertising Vision 2020. (n.d.). Retrieved from OgilvyOne Worldwide: http://www.ogilvy.com

Mobile Advertising Vision 2020. (n.d.). Retrieved from Acision: http://www.acision.com/

Mobile Retail Solutions. (n.d.). Retrieved from Zebra Technologies: http://www.zebra.com

Mobile Technology. (n.d.). Retrieved from Time Trade: http://www.timetrade.com

Point of Sale - Mobile Offerings. (n.d.). Retrieved from Point of Sale Inc: www.erply.com

Product Information. (n.d.). Retrieved from Retail Anywhere: http://www.retailanywhere.com

Professional Networking Site - Company Search. (n.d.). Retrieved from Linked In: http://linkedin.com

Retail

Solutio

ns.

(n.d.).

Retriev

ed

from

QuickM

edia:

www.q

wickme

dia.co

m

Sontak

ki, C. N.

(2010).

Marke

ting

Researc

h.

Himala

ya

Publishi

ng

House.

Chapter 8

ANNEXURE

Rayat Institute of

Management, Ropar

8 Annexure

Annexure I:

Questionnaire on Mobile Marketing

Dear Sir/Madam I am conducting a survey on “Mobile Marketing”. May I have five minutes of yours

to fill-up the questionnaire?

Name (optional): ___________________

Sex: Male

Female

Age (in years): 15 – 25

26 - 35

36 - 45

Above 50

Email address: __________________

1.) Are you the

decision maker /key influencer?

a) Decision Maker b) Key Influencer c) Others

_________________

2.) Your preferred devices and mobile platforms:

a) Smartphone: Android, iPhone – Native A

pps b) Blackberry: Native Appc) Java Handsets: Flip

Phones-could be native app or mobile Web

d) Palm: recommend mobile web experience only


Page 71

3.) How often do you change or upgrade your cell phone? And why?

a) Monthlyb) Less than 1 year c) 1 to 3 yearsd) 3 to 5 yearse) More than 5 years

___________________________________________________________________________

4.) What type(s) of Mobile Marketing have you used, or are you considering using, for your

business?

a) SMS b) MMS c) Mobile Web Applicationd) Bluetooth/Proximity Marketinge) Location based Marketing f) QR Codes g) Voice h) Mobile Banner Addsi) We are not considering Mobile Marketing for our business.

5.) Which cell phone features do you struggle with using and what improvements would you

like to see?

_________________________________________________________________________________

___________________________________________________________________

6.) In regards to your cell phone, is functionality or styling more important to you? How would

you rate each on a scale of 1 to 10?

__________________


7.) How you do feel about mobile advertising overall?

_________________________________________________________________________________

___________________________________________________________________

8.) How do you feel when you receive unsolicited advertising on your cell phone? What if it is a

coupon or discount for a place where you are shopping?

_________________________________________________________________________________

________________________________________________________________

9.) What do you primarily use your mobile device for?

a) Callsb) Text messages c) Check emails d) Web Searche) Social Media/Netoworking f) Online Shopping

10.) How comfortable are you with the features on your cell phone?

a) Very satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

11.) How much would you be willing to pay to be able to access your bank account and

conduct business through your mobile device?

___________________________________________________________________________


12.) Did you feel mobile ads will replace traditional ads? Why or why not?

_________________________________________________________________________________

____________________________________________________________________

13.) What service or features on your phone do you think should be free?

_________________________________________________________________________________

____________________________________________________________________

14.) What is your primary purpose for using internet on your mobile phone?

a) To browse web b) To read Newsc) To read/send emailsd) To use online applications

15.) Do you think Internet on mobile would get better in the future?

a) Yes b) Noc) Maybe

16.) How much would you be ready to spend for an online application that you want to obtain?

a) Nothing only downloads free applicationsb) Less than $50 c) From $51 to $100 d) From $101 to $200 e) More than $200


17.) What do you think about the rate of change in regards to mobile devices and how can a

mobile provider better ease their customers through it.

_________________________________________________________________________________

____________________________________________________________________

(Thank you for spending your valuable time for personal communication.)


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