DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY (TIMES INTERNET LTD.)

Summer project Pre-Submission Report submitted in partial fulfillment of the requirements for the post graduate diploma in management

By Anshuman Tewari (1003)

Supervisors:-1. Siddharth Sharma (Alumni Guide) 2. M. Sivagnanasundaram (Faculty Guide)

KIRLOSKAR INSTITUTE OF ADVANCED MANAGEMENT STUDIES PUNE, 2011-13

ACKNOWLEDGEMENT
1

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY

I take immense pleasure in thanking Prof. M. Sivagnanasundaram, Dr. Arvind N Sinha and to our beloved alumni Siddharth Sharma Sir for having permitted me to carry out this project work. Needless to mention that Mr Prakash Dadlani of TML who had been a source of inspiration and for his timely guidance in the conduct of our project work. I would also like to thank Mr Saurabh Sharma, Mr Vidit Kataria and Mr Gaurav Rana my fellow trainees for all their valuable assistance in the project work. Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for their blessings, my friends/classmates for their help and wishes for the successful completion of this project.

Anshuman Tewari

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY TABLE OF CONTENTS

Executive Summary.4 Introduction..5 Objectives of the study.5 Models introduced in the study6 Brief about the organisation.6 Methodology followed 7 Tabulation and findings ...7 Interpretations and conclusions / summary..8 Recommendations8 Limitations of the study9 Scope for future improvements9 Appendices9 Bibliography.9

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY EXECUTIVE SUMMARY

Times Mobile ltd. is a new entity a part of the The Times Group which aspires to expand there mobile marketing business. Doing a project with Times Mobile Ltd. is one of a kind of experience which comes with a great learning phase in my life. Title of my project is Developing strategies for Enterprise Mobility. This project fetched me a great corporate experience. I am currently working on developing strategies for enterprise mobility. I am trying to develop new strategies which can add a new dimension to the working and growth of enterprise mobility which basically deals with mobile marketing which is the upcoming marketing or you can say has all ready arrived and is definite is the new age marketing. I am currently working in Noida office of Times Mobile Ltd. My project deals with the findings of the new areas and new way of the business and market expansion of the Times Mobile Ltd.. My project is also on finding and associating new channel partners to increase the business in 2 tier city for expansion by advertizing in print and electronic medium for channel partners requirement. Times Mobile Ltd is a new entity and a new sister company of Times group. Times Mobile is expanding its business and is in search of new ways and areas of expansion, so my report is concentrated on this expansion mode. My project is on its present working and its future expansions and works. The major cities they wish to see their future business and expansions are Meerut, Lucknow, Kanpur, Allahabad, Jaipur, Udaipur, Bhilwara Bhopal, Gwalior, Indore, Jabalpur, Ambala, Karnal, Panipat, Sonipat Jalandhar, Amritsar, Ludhiana, Chandigarh, Ahmedabad, Surat, Gandhinagar, Nagpur, Pune, Nashik, Solapur Chennai, Madurai, Coimbatore, Hyderabad, Kurnool and Khammam. Target segments vertical wise are: Enterprise VAS Reseller (SMS/ Voice) Wesbite Development/Domain/Web Hosting Companies SME (Directly, Operator, Indiamart, Google, TBSl) Small Ad Agencies Freelancers Expansion strategies will also depend on the competitive landscape. And on the key players in the market. Strategic focus will be on the following: Branded Channel Partner, build brand Gradually upgrade Partner Build delivery strength in all verticals 10 Large Partners in each region, prepaid (Cash Wallet) Minimum business commitment of > Rs.2 Lacs per month Finally this project is to find the best strategies for the enterprise mobility
4

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY

INTRODUCTION
The various learning expected out of this project are as follows:Social Media Marketing How to arrive at a social media strategy aligned to business objectives? How to select platforms that work for your business - an integrated approach? How to set realistic goals for your brand? Content Strategy - Why it's critical for the brand? The Art and Science of Creating and Curating Content? How to map, measure using free and paid-for tools? Paid media - How to use small budgets intelligently? Creating a Social Media Program(FB Page) from scratch.

Mobile Marketing Mobile Marketing is beyond SMS Marketing. Understand the new mobile landscape and Mobile marketing ecosystem Various players and platforms involved in mobile marketing system. WAP banner advertising, How to leverage it for your brand? Does your brand need an app? How we can use apps for marketing? Need of an app or a Wap site? How to leverage mobile games to our advantage? Which are the different mobile Ad Networks available? How to leverage Mobile ad networks? How we can use SMS marketing in more interesting and creative way? How mobile can provide various targeting possibilities? Are QR Codes useful? How QR Codes can be used creatively and effectively? Mobile inventory

OBJECTIVES OF THE STUDY

The market research that has been conducted was mainly based on the identification of the target market. The group is working from a point of advantage as it has collaboration with a German Machinery. This machine is very much new to the Indian market .It is high on quality, equally reliable and has lots of diversification and customization to offer. Thus, the primary objective of the study was:
5

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY

To know all the nitty-gritty about almost all the suppliers of this market. What all resources these suppliers have and how their distribution is channel. To determine the market size and market potential of the organized and unorganized builders. Market segmentation of this niche, user friendly and eco friendly product. Identifying the retail network base as well as the customer oriented base.

MODELS INTRODUCED IN THE STUDY

BRIEF ABOUT THE INDUSTRY

Times Internet Limited (TIL) is the internet & mobile venture of the Times Group. It occupies leadership in the Mobile-Internet convergence space. TIL draws its rich lineage from the Times Group, 173 year young Indian Media Conglomerate. TIL has led the internet revolution in India and has emerged as India's foremost web entity, running diverse portals and niche websites. Its global top content sites are: timesofindia.com, economictimes.com & navbharat.indiatimestimes.com. TILs content offerings span across News, Cricket, Lifestyle, Infotech, Movies, Music, Broadband, Art, Fashion, Gaming, E-Mail, Blogs, Dating, Chat, Travel, Business Solution, Online Remittances Key Highlights: Pioneered the extremely successful and popular short code 58888 Launched Indias first MPapers TOI Mobile & ET Mobile First to launch a mobile TV channel Times Now Niche channels gaining high popularity zigwheels.com, gaana.com

Specialties

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY

Mail, Social Networking, Shopping, News, Issues, Entertainment, Auto, Business, Media etc

METHODOLOGY FOLLOWED
Types of research used:-

Proposed Methodology: Primary Research: i) ii) iii) Interaction with the clients. Interaction with their vendors. Interaction with the new prospects for channel partners.

Secondary Research: i) ii) iii) Internet. Websites of mobile marketing. Analysis and MIS report.

Sample Design: Target Population: 1) Marketing Agencies. 2) Channel Partners.

TABULATIONS AND FINDINGS

The various learning expected out of this project are as follows:Social Media Marketing How to arrive at a social media strategy aligned to business objectives? How to select platforms that work for your business - an integrated approach? How to set realistic goals for your brand? Content Strategy - Why it's critical for the brand? The Art and Science of Creating and Curating Content? How to map, measure using free and paid-for tools? Paid media - How to use small budgets intelligently? Creating a Social Media Program(FB Page) from scratch.

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY

Mobile Marketing Mobile Marketing is beyond SMS Marketing. Understand the new mobile landscape and Mobile marketing ecosystem Various players and platforms involved in mobile marketing system. WAP banner advertising, How to leverage it for your brand? Does your brand need an app? How we can use apps for marketing? Need of an app or a Wap site? How to leverage mobile games to our advantage? Which are the different mobile Ad Networks available? How to leverage Mobile ad networks? How we can use SMS marketing in more interesting and creative way? How mobile can provide various targeting possibilities? Are QR Codes useful? How QR Codes can be used creatively and effectively? Mobile inventory

Summary
Mobility is an integral and growing part of the majority of businesses An integrated mobile strategy brings obvious benefits Cost/resourcing Greater business control An empowered, more efficient, effective workforce

Recommendations

Mobility strategy needs to be holistic Proactive rather than reactive approach Complementary not competing technologies horses for courses Knowledge and consideration of future wireless technologies essential mapped onto current and evolving future needs

DEVELOPING STRATEGIES FOR ENTERPRISE MOBILITY LIMITATIONS OF THE STUDY

The mobile marketing sector is very new, so data on mobile marketing is not that readily available. Time was a big constraint.

SCOPE FOR FUTURE IMPROVEMENTS

Introduction to the new technologies like Augmented Reality. By increasing the domain.

APPENDICES

BIBLIOGRAPHY Referred URLs:http://indiatimes.com/ http://www.timesmobile.org/

PDF referred: Deloitte-Implementing an Enterprise Mobility Strategy