Business Creativity and

Innovation
Mobile Marketing - Caller Ring Image (CRI)
















9/8/2009


Jonathan Jeevan Strinivas Kovilpillai
TP019794


TPMP0903TPM

Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 2


Table of Contents
No Section Page

1 Executive Summary 2

2 Introduction 2

3 Creativity Process 3

4 Immediate Steps to Implementation 9

5 Project Plan 10

6 Implications 11

7 Conclusion 12

8 References 14

9 Appendices 15











Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 3

PART A
EXECUTIVE SUMMARY
Marketing has always been at the forefront of creativity and innovation and in response
creativity and innovation have always been a mainstay of marketing and the marketing process.
The pair has always been an essential part of each other as marketers try and develop newer
and better ways to get their products to the market.
This report will illustrate how a marketing need can be solved using creative and innovative
processes. We will also identify a few of the factors that are behind this idea. For example; the
creative processes that were involved in the introduction of this idea, the alternatives that were
formulated to fulfill the marketing need and the reasons for their subsequent rejection, the
costs involved in the commercialization of the idea, implementation steps and even a project
plan that will carry is through from ideation to launch.
Through the reading of this report, it is hoped that the viability and feasibility of this idea will be
made clear to any marketer willing to be the first to test unchartered territory.

INTRODUCTION
Push Marketing has been almost completely rejected because of the very nature or description
of it. PUSH. It carries a connotation of something being forced on someone, although it is not
what it actually is. Kotler and Armstrong (2008, p.389) describe it as pushing the product to the
channels and not to the customers. However, the advent of electronic forms of marketing has
eliminated the need for these channels and now; customers are the ones finding themselves
facing hundreds, if not thousands of the products that are being pushed on them daily. This is
one of the main reasons the concept of Push Marketing is being rejected.
In view of this situation, marketers desperately need a new way to reach out to these
customers. The idea being promoted in this paper is exactly that; an innovative and creative
approach to replace the existing methods of pushing promotions and products on customers.
The type of innovation that is required here is something that will still utilize Push marketing,
but in a manner that is not too obstructive or inconsiderate of consumers. It will also utilize
technology that has been in existence, mobile communications technology, but will push the
envelope on it.

Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 4

In this sense, the idea that is being promulgated here is not a radically new idea. Rather it is a
step-up or an evolution in the ever changing world of marketing.

THE CREATIVITY PROCESS
In the world of marketers and marketing, finding new and creative ways to relay information
about your product to your audience is of paramount importance. Numerous ways have been
identified and utilized over the years. Marketing has also moved from being purely one
dimensional where the marketer speaks to the consumer, to multi dimensional where
communication is two-way, plus where consumers themselves influence their peers.
In todays marketing world, it is no longer just about relaying information to your audience. It is
also about collecting information, communication, gathering information and providing added
value for the consumer.
In looking at marketing trends over the last few years, it is pretty clear and interesting to note
that marketers have stumbled upon a goldmine with the advent of Internet and
Communication Technologies (ICT). Use of the internet to market goods and services has grown
from strength to strength especially in the last ten years.
Way back in 2006, Kevin Heistler, an analyst from Jupiter research wrote that the amount of
spending on mobile marketing is expected to double in the next four years from its current
value of 1.3 billion USD.
However, the downside to this is, in becoming overly dependent on the internet; marketers
have become more of pushers of information rather than providers of service.
Information, communication, promotions, discounts, price slashes, stock clearances and almost
every other marketing trick or gimmick that is existent was conveniently hoisted onto the roller
belt of the internet to be distributed to the millions of consumers who were surfing the net for
hours on end daily.
The problem was, most of these consumers were most of the time minding their own business
online and were not even remotely looking for any of these bits of marketing information. Over
time, these efforts by marketers were proving to be futile. Consumers either chose to shut
down the informative window or just never took any required action like clicking on a link for
any further information.

Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 5

The question of how to grab the consumers attention and make it worth his while to listen or
view an advertisement or promotion was the starting point of this creative idea generation
exercise. We wanted to discover how marketers could implement the AIDA principle into this
fast paced world that we exist in.
The answer lay in the one device that almost no one leaves home without these days; the
mobile. Mobile devices have grown tremendously since the days when Motorola introduced
the two way talkies back in the 1940s. From devices that hummed and crackled, right up to
devices that can display almost High Definition-like television viewing experiences, mobile
technology has come a long way. (See Appendix A for a recent timeline of mobile phone technology growth)
The technology that we carry in our pockets today is already being exploited by marketers to
push (heres Push Marketing in practice again) information to consumers. Instead of pushing it
to consumers whore surfing the internet, marketers have now begun sending marketing
information via Short Messaging Service (SMS) to mobile phone users.
This method of marketing still did not ensure the consumers appreciation. The fact that a
consumer annoyed is a customer lost is not lost on marketers. According to Dave Evans,
founder of Digital Voodoo and author of Social Media Marketing: An Hour A Day, If your
message is an intrusion, it's likely missing the mark. If it's invited, referred, recommended, or
passed along and can be controlled by the recipient, it's much more likely to do its intended
job. (2007)
As a result of this, we feel that our idea may become just what the industry needs. We wanted
to create something that would be invited, referred and recommended. The following are
the results of the search for that one creative and innovative idea that would take mobile
advertising to the next level.
Youd think that social networking is the best thing to happen to the world since sliced bread, if
you talk to facebook-ers. This fact was not lost on marketers either. We looked at social
networking sites and the options of marketing through them. However, there was still the issue
of intrusion as far as the consumer was concerned. The other issue with social networking sites
was the possibility of advertisements and promotions getting ignored. These issues were quite
apparent from perusing social network sites and the marketing activities being done on them.
We then looked at promoting via Short Messaging and Multimedia Messaging Services (SMS &
MMS). This seemed like a pretty good idea except for that nagging issue of intrusion. As
explained above, customers need to feel invited, not intruded upon.
Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 6

Assuming that no marketing activity will take place until and unless a customer requests for it
(Pull Marketing), it will then be safe to assume that all promotional material being prepared will
be a waste of effort as it is not established consumer behavior to look for irrelevant products
and services.
Consumers may not search for promotions through their mobile devices. And sending
information without it being requested for is not appreciated. So another idea bites the dust.
We then thought of using the mobile device as a conduit for competitions to be conducted,
where participants are introduced to products and services through competitions organized by
marketers and run by telecommunication companies. This too hit a snag, as consumers found
the entire process of receiving and sending texts as part of the competition a bit too distracting.
It was also an intrusion as a consumer could receive a text at the most inopportune time.
Another method we ran through was to send advertising or promotional materials when
consumers were in selected locations, especially within walking distances of the participating
advertisers. We realized that this method was already in operation. It was known as Location
Based Services, and it alerted consumers when they were within a certain range of a
participating outlet. This method has a few drawbacks, namely the marketing message needs to
reach the consumer in time. This time sensitive nature of the information could render it
useless if received by the consumer even half an hour after he or she has crossed the outlet.
We also analysed the idea of mobile marketing via the use of coupons. The major benefit
derived from this was to enhance customer loyalty instead of the target we were aiming for;
creating awareness. Coupons used for the marketing purpose of creating awareness tended to
be discarded, and in an unsubstantiated observation by this researcher, only utilized by club-
hopping yuppies out to get a good deal on alcoholic beverages. Therefore another idea that
proved to have been tested without a very positive response.
The general feel from identifying these methods of communicating mobile marketing messages
to consumers was one of frustration. This frustration arose from the fact that, one; there were
devices that consumers were carrying around with them almost 24/7, two; these devices
allowed messages to be transmitted through them and three; consumers holding these devices
did not appreciate the messages coming through them.
With the above knowledge and experience gained through browsing the internet on mobile
devices, a few questions on mobile marketing quickly arose.

Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 7

In order to find answers to them, we employed the SCAMPER technique of problem solving as
introduced by Bob Eberle and written by Michael Michalko (1997). This method was found to
be the most suitable as the idea being created here was not a radically new or revolutionary
one, rather a progressive evolution of existing ideas.
We used SCAMPER to look into possibilities of substituting, combining, adapting, modifying,
putting to another use, eliminating or rearranging all the ideas we had looked at previously.
We identified what was in existence and what was lacking in order to bring mobile marketing to
the next level. What were in existence were, as previously mentioned, the technology and the
means. The technology that could already be used is called the Binary Runtime Environment for
Wireless (BREW). (MMA, p.10)
We then identified that what was lacking was a method to advertise subtly without any form of
intrusion to the consumer, plus a form of initiative for the customer to view these
advertisements.
For want of a better term, we would like to refer to this innovation as Caller Ring Image (CRI). It
works on, and is an amalgamation of the principle of the now familiar technologies known as
caller ring tones, caller ids and personalized caller image.
How it works is as simple as projecting an image or an advertisement of a product or service
every time the phone rings. The picture in the following page would give a clear visual example
of how the system is intended to work.









Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 8


Picture 1. Screenshot of Caller Ring Image during a call

What the user will see is the name of the caller appearing as normal, plus an advertisement
from a participating company. In our example above, we see a promotion from AirAsia for
flights to Chengdu in China.
The marketing effect that is expected from this method of advertising is akin to shock and awe.
The consumer will have no choice but to view the advertisement as he or she prepares to
answer the call. The Viral Marketing effect of this would, hopefully, be that the consumer then
informs his caller of the great deal that AirAsia is offering. It would presumably the topic of
their conversation for at least the first few minutes.
By the advertisement appearing for only a couple of seconds, the word of mouth it generates
could spread for hours on end. Imagine a scenario where the caller, after finishing the call, now
sits with his friends and tells them what his friend just told him over the phone. The effect of
this could be mind boggling.



JONATHAN
Calling
Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 9

To provide additional benefit to the user, the advertising company could even sponsor talk-
time. This is not our original idea as Virgin Atlantic has already implemented this idea in their
mobile marketing campaign titled Love From Above. In this campaign, consumers are
encouraged to visit Virgins mobile micro-site and in exchange for their time in visiting, get free
minutes credited to their mobile phone accounts.
A similar arrangement between advertising companies and the telecommunication companies
to provide rebates to consumers would definitely satisfy even those who demand that they be
compensated for even a second of their time. The details of this arrangement can we worked
out as part of future plans for the innovation.
Granted, naysayers may argue that it is still considered a form of intrusion. However, it only
takes a few seconds of the consumers time which, even in the event CRI was not being used, is
still used to glance at the screen. All CRI is doing is to place an additional piece of information
on the screen in addition to the callers name or number. The additional implications will be
addressed in the latter part of this essay.
Thus far we have outlined the creative idea that is expected to take the mobile marketing world
by storm and change the face of mobile devices worldwide. In the next few sections, we will
talk about the immediate steps thatll need to be taken in order to bring this idea to fruition.











Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 10

PART B
Immediate Practical Steps
The immediate task at hand would be divided into three distinct areas, namely, the technology
needed to make it a reality, the content providers providing the marketing info and other
supplementary matters or potential problems in the introduction of the idea. Care must be
taken here to establish that the terms of reference of this report do not include going into the
areas of advanced technological protocols or platforms required for the implementation of the
idea.
In the terms of the technology needed to bring the idea to fruition, it can be established that
the technology needed is already in existence.
Utilising existing platforms like the Short Messaging Service, which run on a code known as
Common Short Code, will make it a breeze for marketers to send any kind of marketing
information to any mobile phone number in the world. Adding this with consumers existing
knowledge of SMS means that marketers dont need to waste time or money educating the
consumer and can dive directly into promoting their products.
The technology involved in sending Multimedia Messages are also quite established and
developed. As mentioned previously in this essay, it is called BREW or Binary Runtime
Environment for Wireless (ibid). Almost any multimedia content, from standard jpeg images to
animated flash graphics can be sent using this wireless communication protocol. Additional
technology required would be only to enable the merger of graphical advertising imagery and
the projection of it with each call.
Thus it is safe to say that the technology required in making this idea a success is already in
place and it is only a matter of putting all these elements together that is holding us back.
Apart from the minor technological detail that needs to be addressed, it is also imperative for
telecommunication companies to get the marketing data from the External Content Providers
(ECP). This would involve quite a bit of juggling CRM technologies with user demographies to
create the right segmentation. This will require telcos to work very closely with the ECPs.
Failure to do this could result in advertisements for Burger King to be sent to a vegetarian,
perhaps. Not a life threatening scenario, but hugely embarrassing nevertheless.


Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 11

Another issue that could be of concern to providers of CRI would be the ability of consumers to
recall information that appears on their mobile screens. Due to the short nature of each
advertisement that will appear with CRI, we need to be able to provide a mechanism that will
enable the consumer to re-view the advertisement if it catches their eye after accepting the
incoming call.
We will need to look into the rotation of advertisements and decide if they will be displayed on
a one-off basis or would it be rotated twice for each advertisement. Replaying it at least twice
will be ideal for consumers who may have missed it the first time around.

PROJECT PLAN
The implementation of this idea into a working reality would be a 9 month or 36 week long
process. The stages would be very much dependant on the availability of the technology. We
have established in other areas of this report that the technology required to implement this
idea is already in existence but would need a little tweaking. The necessary stages are detailed
below in the Gantt chart.

Table 1. Gantt chart showing project progress from Idea generation to full completion of project.

0 5 10 15 20 25 30 35 40 45
Ideation
Background Search
Elimination
Proposal Preparation
Proposal Presentation
Proposal Appraisal
Feasibility
Technology Requirements
Testing
Implementation
Live Test Run
Full scale launch
Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 12

A few milestones take up the majority of time, namely the stages of generation of the idea,
which is already complete, appraisal of the proposal, feasibility studies, technological
requirements creation and testing. Total amount of time spent on these alone is 6 months.
This is a necessity as the implementation or introduction of an idea such as this has to hit the
ground running, so to speak. There can be no room for failure once the system is in place as it
involves marketing dollars and advertising costs. Businesses or ECPs will not be keen to invest in
an unstable or unreliable system.

FINANCIAL AND RISK IMPLICATIONS
To bring this idea into existence, the financial costs will be quite astronomical for
telecommunication companies. Although we have maintained that the technology has been in
existence for some time, it will still require some tweaking to enable the mobile devices to
stream content. This modification of existing technology will include testing of new generation
technologies which will definitely increase the cost for mobile communication operators.
External content providers too will find that the cost of advertising using the new CRI
technology will be higher. As it is, using Short Messaging Service to send alerts and
advertisements itself can be as high as USD 5500 just to set up, and up to 5.5 cents to send one
message. (MMA, p3)
CRI will definitely require a higher set up cost as the technology will be more cutting edge than
that used to send SMS or MMS alerts.
Taking the financial implications alone into view may not provide us with the full picture. The
acceptance of the market will be the key test of this innovative ideas, well, marketability. The
advertising market has been known to be very fickle. An innovative idea like this will not see the
light of day if theres even a hint of uncertainty.
It will come down to the commitment of telecommunication companies to see the potential for
marketing income generation and push for the technology to be up and running. Companies
like Maxis Mobile, Celcom and Digi Telecommunications already have a solid technology
infrastructure in place. They are also capable of churning out the finances necessary to get a
project of this nature rolling.


Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 13

The risk implications for companies that are marketing their products can be minimal. Granted,
the cost will be higher than other advertising mediums. However, these companies will be able
to recoup their investments with the viral marketing impact being projected through this. CRI is
definitely capable of increasing average revenue per user (ARPU), and when it catches on like
the wildfire it is projected to be, and audiences are receptive, advertising money will be flowing
in.
On the flip side, these companies stand to lose their advertising money should CRI not get the
anticipated response, but it can be argued that they will not lose more than that because they
were not a part of setting up the system, and did not incur the costs associated with that.

CONCLUSION
Once telecommunication companies have established the ability to include CRI in its arsenal of
mobile marketing tools, it is only given that firms and businesses will be queuing up to take
advantage of it. The benefits of using a system that allows your mobile device to remain
dormant until a call is received and then quickly grabs your attention with eye catching details
will be too good an opportunity for marketers to pass up.











Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 14

References
1. Kotler, P & Armstrong G, 2008, Principles of Marketing 12
th
Edition, Pearson
International Edition, New Jersey, USA.
2. Evans, Dave 2007, E-Marketing and the Time Bandits. Retrieved August 27, 2009 from
http://www.clickz.com/3625953
3. Heistler, Kevin 2006, The Search For A Mobile Advertising Model. Retrieved August 27,
2009 from http://www.marketingpilgrim.com/2007/03.html
4. Eberle B & Michalko M, 1997, Thinkertoys, Ten Speed Press, Berkeley, California.
5. Understanding Mobile Marketing Technology & Reach, May 2007, Mobile Marketing
Association, pp. 10, 3
















Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 15

APPENDIX A - Mobile Phones Timeline
1973
George Gray of the University of Hull invented the first stable liquid crystal
displays, later to be used in mobile phone displays.
Peter Wright of the University of Sheffield put forward the first example of a solid
polymer electrolyte, starting a new field of research into solid-state batteries for
mobiles.
1979
First thin-film transistor made from amorphous silicon at the University of Dundee,
used in top-end phone displays.
1983
Licences were granted to Cellnet and Vodafone to provide national cellular radio
networks in the UK.
1985
Comedian Ernie Wise made the UK's first mobile phone call across the Vodafone
network.
1989
University of Cambridge teams file a patent on light-emitting polymers, new
materials for displays.
1990
First rechargeable lithium battery produced.
1991
The first call on a commercial GSM (Global Standard for Mobile Communications)
phone.

Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 16
1992
First text message sent in the UK.
Cambridge Display Technology is founded by University of Cambridge and seed
venture capital.
1995
SMS - the Short Message Service - was launched commercially enabling short text
messages to be exchanged between mobiles.
1999
The first mobiles able to send email and use the web were launched.
2000
Five mobile phone operators were granted UK licences to provide third generation
(3G) services.
First camera phone reached the market
2001
Peter Bruce's group at the University of St Andrews discovered a crystalline
polymer electrolyte, starting a new research direction for solid-state batteries.
2003
Phillips incorporates light-emitting polymers made by CDT into a mobile phone.
2004
Mobile voice and data revenues, at 12.3 billion, overtook fixed-line voice
revenues.


http://www.epsrc.ac.uk/ResearchHighlights/Timelines/MobilePhones/Timeline.htm

Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 17
APPENDIX B Table of Project Plan & Gantt chart
Task Start Duration

Ideation 0 4

Background Search 4 2

Elimination 6 1

Proposal Preparation 7 2

Proposal Presentation 9 1

Proposal Appraisal 10 4

Feasibility 14 4

Technology Requirements 18 6

Testing 24 6

Implementation 30 2

Live Test Run 32 4

Full scale launch 36 4
Table showing the project implementation plan



















Gantt chart showing the flow of work
in the implementation of the idea.



0 5 10 15 20 25 30 35 40 45
Ideation
Background Search
Elimination
Proposal Preparation
Proposal Presentation
Proposal Appraisal
Feasibility
Technology Requirements
Testing
Implementation
Live Test Run
Full scale launch
Business Creativity and Innovation

Jonathan Jeevan Strinivas Kovilpillai
TP019794 Page 18



http://www.wictorwilen.se/WindowsLiveWriter/Mymobilephoneovertheyears_CB73/wictors-phone-
timeline_3.png




http://cache.gawker.com/assets/images/gizmodo/2008/10/roadtocellphonecall.jpg