lNTRODUCTlON TO MOBlLE MARKETlNG

Mobe aows a brand or content provder to target subscrbers wth

anytme, anywhere marketng. A consumer's mobe devce s aways on and
aways connected. That means aways avaabe. Brands can now access
consumers when they're at home, at work, n the car, traveng, and so on.
These consumers are n compete contro of ther mobe experence. When
they choose to be engaged, they're more key to want to buy. When
ntegrated nto a cross-meda marketng communcatons campagn, mobe
provdes consumers wth a fexbe new medum to target.
The ndustry has experenced near-hockey-stck vertca growth. In the
U.S. aone, text campagns (SMS) have experenced approxmatey 200
percent growth n adopton n the ast year. No other marketng medum, not
the Internet, out of home, or prnt, has experenced ths eve of adopton.
And ths s ony begnnng (text messagng s ony one aspect of the mx).
Mobe aows brands that have reed on tradtona channes to create
a more drect, sustaned reatonshp wth consumers. Mobe Accord targets
ts mobe marketng busness toward nonprofts (NPO). They now have a
more cost-effectve means to target subscrbers.
Mobe provdes a far more cost-effectve channe than drect ma or
teemarketng campagns, whch have tradtonay been used by the
nonprofts. For the non-mobe savvy, however, the terms and perceved
compexty of the ndustry appear dauntng. Wth abbrevatons ke "SMS,"
"PSMS," "WAP," and "MMS" and terms such as "mobe vdeo" and "mobe
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advertsng," how does a brand begn to aunch a mobe marketng
campagn? In fact, t's very smpe.
The key terms:
SMS (short message service): Ths s often referred to as "text" or
"text messagng." It's the abty to send text-based messages person
to person (P2P); from person to appcaton, such as a votng
appcaton (P2A); or appcaton to person, as wth an
acknowedgement or nformaton (A2P).
PSMS (premium SMS): Premum means the servce user w be
charged an ncrementa fee nstead of the basc text charge. The
transacton usuay nvoves partcpaton n a program, purchase of a
rng tone or wapaper, or somethng smar.
WAP (wireless application protocol): WAP s smpy the wreess
Web. When you access an Internet sesson on your mobe devce, you
access va a WAP sesson.
MMS (multimedia messaging service): Ever taken pctures wth
your phone and sent them to frends or e-maed them? That's MMS.
Mobile video: It's exacty what t sounds ke: watchng TV, musc
vdeos, commercas, and so on from your mobe devce.
Mobile advertising: Lke Internet or TV advertsng ntatves, ths s
the abty to offer a ca to acton or brand banner wthn the mobe
appcaton, whether t's mobe Web (WAP), text messagng (SMS),
pctures (MMS), or vdeo.
Short codes: Ceuar servce provders offer short codes, made up of
four-dgt numbers. Short codes can be used for votng, pong,
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contests, surveys and drect marketng. They drect responses from
mobe users to a database at the teecom operators' end, whch s
then anayzed. The data sourced from short codes can be used to track
spendng patterns. Indvdua tastes as we as the needs of mons of
users can then be determned.
SMS marketng offers rea-tme nformaton about the target base, s
personazed, accurate and quantfabe. It s aso ocaton-senstve, hence
advertsers can evauate demographc charts. Mobes enabe a marketer
to reach out to a nche audence and dever resuts n shortened tme
frames and qucker response tmes. Marketers who have used t are
aware of ts compettve advantage, avaabe teray at the push of a
button and have nssted on ntegratng the 4-dgt short codes
consstenty across a campagns. Currenty, short codes aow mobe
users to downoad rngtones and pcture messages and even partcpate
n tee-votng. Even at Rs 6-10 per rngtone, there are many takers. There
are around 80,000 downoads a month. Per month, spce Teecom
Company earns Rs 8 akh-9 akh |ust from short codes.
Tee-votng appcatons have aso successfuy combned the reach of the
TV and mobe to enabe an nteractve medum. Taent hunt shows such
as lndian ldol have evoked a good response. Each short code attracts
around two akhs SMSs per month. The lndian ldol seres receved around
5.5 crore SMSs per day.
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Enterprise branding: A new trend n ths doman s the use of short
codes by enterprses. Bankng, nsurance frms and arnes use ths
servce to engage new customers. Companes are aso attemptng to
market new products, such as a new credt card. The output of these
tras s not up to the mark, though. Whe Boywood and TV channes
have popuarzed the use of short codes, new payers such as
consumer durabes and FMCG companes are aso gettng nto SMS
advertsng. Mobe marketng ncreases return on nvestment of a
marketng campagns when ntegrated wth prnt, rado, teevson and
promotona marketng.
Personal, private: As mobe phones form an ntegra part of
consumers' ves, advertsements can aso be personazed. They aso
reach out to customers advertsers fnd hard to contact. The ce phone
s a persona agent, a hotne to our customers. Wth mobes, we can
reach them 24x7. The ad ndustry s aso facng a hurde - many mobe
users do not apprecate push-based SMS marketng. Most fee t s an
ntruson nto ther prvacy. The chaenge s to ensure that the
advertsers make the SMS more engagng.
Accordng to a study conducted by Lntas Meda Servces, 66 per cent
of Indan youth were wng to accept advertsng through SMS on ther ce
phones. Any form of promoton nvovng a scratch card or a contest form
exctes the consumers; there s aso a greater ncnaton to partcpate usng
nteractve meda, namey, SMS and e-ma.
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On average, an lndian mobile user gets six SMSs and sends four a
day. Brands are taking advantage of this to reach customers in
newer ways.
IT sts pretty n your pocket, buzzng wth nformaton on new deas and
offers. It's one of the atest meda the advertsng ndustry has ht upon a
quck and easy way to reach consumers. The short messagng servce (SMS)
on your mobe phone offers advertsers a smpe method of reachng
mons.
Accordng to the Teecom Reguatory Authorty of Inda (TRAI), the
number of mobe users at end-November 2005 stood at a tte over 7 crore.
The Indan advertsng ndustry tsef s worth over Rs 13,000 crore. Of ths,
SMS marketng s pegged at around Rs 1 crore, but s growng at a scorchng
rate. Teecom companes such as Bhart Teeventures, Spce Teecom and
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Tata Teecom have |umped rght nto ths msson. Around 60 per cent of
ther revenue from the text messagng servce comes from SMS advertsng,
say ndustry experts. The teecom ndustry can reap benefts from SMS
marketng as ong as text messagng remans the number one data servce
avaabe across socetes
Accordng to a survey by Swedsh mobe communcatons company
Smart Trust, messagng servces and WAP (Wreess Appcaton Protoco)
have become hugey mportant to operators keen to rase average revenue
per user.
MlSCONCEPTlONS ABOUT MOBlLE CHANNEL
There are a few msconceptons about the mobe channe. Let's straghten
them out wth the facts:
Belief: Mobe s best suted for the teen market.
Fact: Though mobe s certany better suted for those 35 years of
age and under, t certany spans age groups. New campagns and
ntatves are focused on the oder demographcs and ncude
automotve campagns, oyaty programs, fundrasng, and sports and
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entertanment marketng. The mobe demographc s begnnng to
skew more broady, so don't fee restrcted by age. M: Metrcs research
aso shows the ma|orty of mobe users are empoyed fu tme. That
means the mobe demographc has a hgher bass of dsposabe
ncome. Determne your segment, and deveop the campagn
accordngy.
Belief: Mobe s an extremey dffcut channe to use and s hard to
understand and navgate.
Fact: Due to the commonaty of standards and the adopton of
ndustry best practces, mobe s a very easy channe to use, once you
fnd the rght partner to hep gude you through the process.
Belief: Mobe makes for fast campagn depoyment.
Fact: Mobe marketng programs do requre ead tme and may even
requre more ead tme than you antcpate. Pan accordngy.
Integratng mobe nto a campagn requres as much prepannng as
prnt or TV.
Bottom line: addng mobe to your ntatves s a process of teratve
refnement, not reckess creatvty. The mobe channe offers substanta
benefts to agences, brands, and consumers. Mobe s now a manstream
marketng eement.
WHAT MOBlLE MARKETlNG lS ALL ABOUT7
Mobe marketng s a part of ntegrated marketng communcaton that
provdes a eve of nteracton and drect connecton wth end customers. The
ease of one-to-one communcaton has popuarzed mobe marketng
greaty. A study conducted by mobe agency Enpocket and research frm
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ICM ntervewed over 5000 end customers and covered a seecton of 150
mobe marketng campagns. The study showed that brand awareness n
mobe marketng was 12 per cent hgher than that n rado and teevson
campagns. Accordng to Forrester Research, mobe marketng response
rates are up to fve tmes hgher than those of drect marketng. The average
response rate to an SMS campagn s some 8-11 per cent and average
campagn cost s reatvey ow.
To put t smpy, mobe marketng s a about makng effectve
marketng campagns by usng mobe messagng as a channe between a
brand and a consumer. By sendng marketng messages about a brand, the
busness owner can use mobe marketng as a drect, mmedate and
persona nteractve channe to the consumer. Ths can be used n a number
of ways, such as customer acquston and retenton, oyaty programs,
product aunches, brand-awareness, redempton and m-coupon servces.
Mobe marketng can aso be effectvey used for drect marketng that can
earn revenue n eu of news and nformaton servces. Ths can aso be used
for tme and ocaton specfc promotons. Mobe marketng s effectve
enough to bud a two-way reatonshp between the brand and the
consumer, and serves to generate greater consumer awareness and
purchase ntentons.
MOBlLE MARKETlNG GlVES AN EDGE
Keepng n mnd the growng popuarty of mobe phones, ts
understandabe that marketers take mobe marketng as a great busness
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opportunty. Mobe marketng can yed postve resuts for some customers,
but, at the same tme, mght annoy other customers. It can consodate, but
aso destroy a reatonshp between a brand and a prospect f not used
propery. It s mportant to understand how mobe marketng can work
effectvey:
Personal touch: As mobe phones are supposedy persona toos, the
mobe numbers are ke ID cards. Ths gves marketers a possbty of
precse targetng. Ths heps n makng a persona connecton wth the
customer.
Direct: Wreess communcaton s person to person and n context wth
mobe marketng, t s company to person communcaton. There s no
ntermedary, no dstrbutor, no retaer between the brand and the
consumers.
lmmediate: Mobe marketng has the advantage of speed of
communcaton. Numerous messages can be sent n a second to varous
users.
Reliable: Ths s a reabe method and gves the busness owner a chance
to know and montor when a message s devered.
Two way: Mobe marketng factates two-way communcaton. The
marketer or busness owner can tak and can sten to the customer. You can
even engage them n a reatonshp wth your brand through a drect and
persona nteracton.
* Measurable: Ths provdes you a chance to montor your campagn wth
extreme precson. The response rate and response tme can be qucky
measured.
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PLANNlNG FOR MOBlLE MARKETlNG CAMPAlGNS
Mobe marketng campagns need to be extremey focused so that the
marketer hts the target n the frst pace and avods wastage on mobe cas
and SMS. Aso, the quaty of the message forwarded must be mantaned.
For a company ntatng mobe marketng, meda creaton and campagn
support as we as technoogy aspects must be taken nto consderaton.
Ensure that you make suffcent use of databases to get the best return on
nvestment. Some mportant ponts that one needs to keep n mnd are as
foows:
Consultancy and campaign planning: Ideay, a consutant can hep
n streamnng a the work reated to database sourcng, copy wrtng,
brandng va mobe, nteractvty, MMS desgn, premum rate, IVR
ntegraton, market research, etc. To avod unnecessary compexty,
customzed programmng for nteractve marketng campagns such as
Txt n Wn compettons, quzzes and nstant prze draws can be
mpemented. Other attenton drawers are appcatons ke SMS games,
pos, votng soutons and market research. The recent success of a TV
programme, Indan Ido, was argey due to the effectve use of a mobe
votng campagn.
Technology aspect: Technoogy awareness s a must. To ensure
hgh-quaty SMS devery at ow cost, you must personaze messages,
premum SMS short codes and devery reportng. Mobe CRM s mportant
to generate an opt-n mobe database, amend exstng databases wth
mobe records and to run ones own mobe CRM programme. Usng
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features ke mobe entertanment, mobe votng, mobe coupons, mut
meda message (MMS) s aso mportant.
LlMlTATlONS OF MOBlLE MARKETlNG
Mobe marketng has come up as an mportant campagn too, but t has
some restrctons whch have to be kept n mnd by the marketers and the
busness owners:
Its not a mass marketng too, as t woud be too expensve to reach
out to the mass audence on the mobe phone. Aso, ths aows brands
to dever a message that s coser to the concept of persona seng
rather than that of advertsng.
An SMS has a mted ength, 160 characters. The mtaton s that
message needs to be confned to 160 characters ony.
An unsocted commerca message coud harm the reatonshp
between your brand and the audence.
The uneducated peope who use mobe but cannot read the message
w have no effect of these messages on them.
A sad and done, mobe marketng has come up as a great marketng
medum. Accordng to a survey conducted recenty, more than eght
mon peope are usng mobe phones n Inda, whe 60 per cent of
the mobe phone users prefer to communcate usng SMS or text
messagng. Ths speaks a ot about the potenta of mobe marketng
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WHY lS MOBlLE MARKETlNG lMPORTANT7
Text message aerts on your phone are great, especay f you're
runnng around. Not a phones have e-ma access, but every (ce) phone
has text messagng. Text messagng has evoved nto a powerfu non-voce
form of communcaton for ce phone users, especay younger subscrbers
who ove to trade short notes and updates. The practce has grown n |ust a
few years to the pont where more than one-thrd of ce phone users
reguary send and receve text messages, most of them persona.
Now busnesses, governments and nonproft groups are ncreasngy
fndng t handy to provde a wde array of servces and nformaton. In the
process they are fndng out that text messagng can reach an unusuay
arge audence, s easy to use and offers an mmedacy not found n voce
cas, e-ma or nstant messagng. Aready textng, as t s commony caed,
s beng used to hande a number of tasks, from deverng bank account
baances and dspensng medca advce to coordnatng emergency response
and provdng coupons and marketng ptches.
Text messagng had an nauspcous debut n the 1980s when phone
companes used t to aert ce phone users about ncomng voce mas. By
the 1990s, text messagng caught on n Europe, where t fourshed as a ow-
cost aternatve to reguar phone cas. Text messagng has been more
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popuar n Europe and Asa, where 70 percent or more of ce phone
customers use t. In some countres, ncudng Ireand, more than 80 percent
use text messages. But t hasn't caught on as qucky n the Unted States, n
part because peope coud not send messages to subscrbers of a dfferent
ceuar servce unt rather recenty.
The reatvey ow cost of voce mnutes n the Unted States compared wth
other countres aso kept U.S. subscrbers from takng up the habt. Mobe
marketng s mportant because of foowng reasons:
1) Text to anyone: Ths changed some years ago, when textng caught on
wth teens and young aduts after phone companes began aowng text
messages to fow between ther networks. Teevson shows ke "Amercan
Ido," whch aows vewers to text n ther votes, have aso gven the medum
a boost.
Now, about 35 percent of mobe phone users text at east occasonay,
payng ether 10 cents a message or a fat monthy fee for unmted
messages. About 48 percent of peope sad they w probaby use text
messagng n the comng year, accordng to M: Metrcs, a mobe marketng
research frm.
Accordng to the wreess ndustry assocaton CTIA, 9.8 bon messages
were sent n December 2005, up from 2.1 bon n the same month n 2003.
Textng s one ma|or factor behnd the runaway popuarty of ce phones.
There are 215 mon ce phone users n the country, compared wth 204
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mon Internet users. Companes, banks and government agences are
ookng for ways to expand ther use of text messagng.
eBay sad ts customers can now receve text aerts when they are outbd for
an aucton tem. They can aso re-bd va text message.
Googe and other search companes ke 4INFO have begun usng text
messagng to dever search resuts over a mobe phone. Arnes ncudng
Southwest, Unted and Amercan offer text message aerts about fghts.
Banks and other fnanca groups are aso gettng nto the act. Secure
Wreess Transfers of Orange County s a new company that w provde bank
account and credt card baances va text messages startng next month. It
w aso send aerts about account actvty.
San Mateo's Cckate, one of the eaders n brngng text messagng to the
corporate word, heps FedEx aert customers when a package s about to be
devered. They've aso enabed securty frms ke ADT to notfy homeowners
when ther burgar aarms have been trpped.
Peter De Vers, CEO of Cckate, sad text messagng s an dea way to
contact peope because the message w reach them wherever they are n
the prevous word, you woud ca someone's home or offce. Now wth
mobe phones you're contactng an actua person. We're communcatng
wth peope, not paces.
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2) Powerful marketing tool: It's certany proven popuar wth for peope
who want day feeds on everythng from weather, news and sports to Bbe
verses. Text messagng s aso becomng a powerfu marketng too. In ts
Word Cup commercas, Addas ncudes a fve-dgt short code.
A short code s a way that companes and organzatons can dever
nformaton to peope. When a person sends a text message to a short code,
the company w repy wth nformaton or an nvtaton to receve future
updates and offers.
Snappe recenty started a campagn where customers coected raffe
numbers from ther botte caps and partcpated n drawngs va text
message. Move posters are startng to sport short codes that provde
nformaton about the move.
Enpocket, the Boston mobe marketng company behnd the Snappe
campagn, s aso workng wth severa East Coast rado statons to et peope
request songs va text messages. The statons message the stener 15
mnutes before ther song s to be payed. Wth text messages, you can send
messages and you can get an nstant repy. The phone becomes a remote
contro for fe. In Inda many rado staton accepted song request through
messages, for eg. Rado cty, Red FM etc.
Government agences and nonproft groups are aso reazng the advantages
of textng. San Francsco's Pubc Heath Department recenty began offerng
nformaton about sexuay transmtted dseases va text messages. Startng
ast year, ce phone subscrbers coud sgn up for Amber Aerts about
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mssng chdren. And the San Francsco Neghborhood Parks Counc ran a
dsaster dr n Apr n whch dozens of vounteers reported condtons from
around the cty usng text messages.
3) Emergency uses: Messages are a vauabe emergency too because
they are more reabe than phone cas and use ess battery power. After
Hurrcane Katrna, most voce cas faed to connect but text messages coud
be devered.
Durng Katrna and the London subway bombng, the ony way peope coud
communcate was over text because the voce nes were |ammed. It
remaned open or ddn't doesn't get cogged up as qucky.
Text messagng aso s credted wth nfuencng eectons n the Phppnes,
Span and South Korea. Experts sad t w be ony a matter of tme before
text messages pay a roe n U.S. eectons. One of the organzatons ookng
to take advantage of that potenta s San Francsco's Musc for Amerca and
ts nonproft arm MFAC3, whch recenty began enstng muscans to get
peope to regster to vote va ce phone.
An artst at a concert can now drect peope to text a keyword to a short
code, aowng them to receve voter regstraton forms n the ma or by e-
ma. MFAC3 pans to foow up by textng peope on Eecton Day to remnd
them to vote.
4) What about Spam7
Wth ths growng nterest n text messagng comes the potenta that t can
be used for Spam. Though some subscrbers have encountered soated
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cases of unsocted messages, text Spam has not approached the voume of
unsocted e-ma messages.
That's because carrers have been vgant about patrong ther networks for
mass text message senders and are quck to suspend numbers that are
beng used for spam. Companes aso have been requred subscrbers to
consent to marketng messages. And because text messages cost an
average of 10 cents and e-ma s practcay free, fewer peope send Spam
va phones. The companes reman on guard.
5) The power of text messaging
Vrtuay a ce phones sod today can send and receve text
messages.
A ce phone subscrber can send a short message of up to 160
characters to any other text-enabed ce phone number or to a 5-dgt
short code, whch acts as an address for companes and other
organzatons.
Users can gve ther permsson to receve aerts or they can text n
requests for deas, contests or nformaton.
Each message typcay costs 10 cents and s sent n a short package
of data that s contnuay transmtted unt t arrves at ts destnaton.
One message can usuay be sent to up to 25 peope at one tme.
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6) Health: San Francsco Pubc Heath Department dspenses medca
nformaton about sexuay transmtted dseases va text messages. Whe
the H1N1 vrus was spread n Inda many messages were sent by
government to et the peope known the symptoms and precautonary
steps to protect them from such deady vrus.
7) Financial: Banks and fnanca companes are provdng aerts for account
actvty. The eadng banks provde the factes ke SMS bankng. They
provde facty to operate ther account, pay bs, to transfer money etc.
through SMS.
8) Political: Musc for Amerca s regsterng voters va text messages. Many
potca eaders promote themseves by sendng messages havng ther
promses as ther message content.
9) Advertising: Advertsers are usng text messages on posters,
commercas and banners to reach out to consumers, offerng them coupons,
dscounts or deas. There are many source of advertsng n mobe marketng
for the Webste www.mytoday.com provdes new through SMS but the 80
characters out of 160 characters are advertsement.
10) Education: Teachers can update parents and students on upcomng
assgnments or aert them to emergency stuatons. Now- a- days many
teachers nks themseves wth students through SMS.
11) Commerce: eBay users can get aerts when they are outbd on
auctons and are gven the opportunty to up ther bd va text messages.
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CURRENT MARKET SlTUATlON
For marketers, mobe marketng and advertsng has great promse, t
combnes the wde reach of teevson wth the precson of drect marketng
and the trackng potenta of the Internet. It enabes marketers to create
permsson-based marketng campagns rapdy and cost-effectvey n the
most persona of a meda s mobe.
For mobile operators, mobe marketng and advertsng promses an
opportunty to engage wth a new set of enterprse customers (brands and
advertsng agences) and deveop a new and potentay ucratve revenue
stream, and to drve demand for ther own mobe data and content servces
too.
For consumers, mobe marketng and advertsng may provde cheaper or
even free communcatons and entertanment servces on ther phones and a
convenent way to nteract wth the brands they ke.
Billion dollar bonanza: The frms atest market research study ndcates
that mobe advertsng s a huge opportunty wth the potenta to generate
n excess of $1 bon n annua revenues by 2010 for ad spend, and to
factate far more n mobe commerce transactons. But t warns that the
deveopment of a robust and proftabe mobe marketng and advertsng
market w ony be possbe f the ma|or payers -- operators, handset
vendors, content provders, advertsers and Internet portas -- coaborate
effectvey. It aso predcts that the extent of ths coaboraton may be
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mted as the motvatons and ob|ectves of some of the key payers w
nevtaby confct.
CAMPAlGN ROLLOUT FOR MOBlLE MARKETlNG
Steps involved:
Keep your text messages smpe and use pan Engsh. The more
compex anguage can oose the nterest of recever.
Avod over zeaous use of excamaton marks and captazaton.
Do not put spaces n teephone numbers but ncude them as a snge
number so they can be daed easy from wthn the message. Ths
makes the prompt feedback from recever easy.
Pan your communcatons n advance and keep a record of what you
have done and to whom. Whch can be used as evdence n some
suspcous cases.
Offer a mobe opton aongsde other response methods advertsed n
tradtona meda - et the consumer choose
Promote the mobe opton on communcatons to renforce the opton
Consder an ncentve for choosng the mobe channe, especay f
your operatona (acquston/servce) costs are reduced through ths
medum
Aow opt-outs va text, web and through your front desk and hghght
these ceary
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Tran a customer-facng staff n your permsson/prvacy pocy
ncudng how to manuay record of opt-outs
Keep your database up to date.
Draft your message n such a way that attracts the recever.
If you are gong to be coordnatng canddates make sure they can
repy to your text message, .e. your software handes and re-routes
the repy.
The software you use shoud be capabe of supportng a thread so that
a conversaton of severa text messages s grouped together on screen
for ease of use.
Fnay, when you run an advertsement for a |ob ncude a text-back
ca to acton wth a unque code - beng the |ob tsef - and prospects
can fnd out more. If they send ther house number and postcode you
can post a |ob summary or f they text ther ema address you can
automate an ema repy even contanng an nteractve questonnare.
21
TYPES OF MOBlLE MARKETlNG
To get maxmum benefts out of mobe marketng, t s mportant to
understand the knd of mobe marketng that s possbe. By knowng more
about varous types of mobe marketng optons, one can pan an effectve
strategy. Lets ook at the types of mobe marketng that are avaabe:
Message-based marketing using SMS and MMS. Short message
servce (SMS) or mutmeda messagng servce (MMS) gves marketers
an opportunty to send marketng messages, strategy or campagns to
the customer.SMS s broady used as present marketng too because t
has provded the postve resut n goba busness scenaro. SMS s
quck, sent and can be effectve n capturng hot eads. MMS adds
vaue to the messages by combnng text, sounds, mages and
anmaton. But t has reatvey ess popuarty then SMS because t s
22
more costy and requres WAP or GPRS servces actvated from the
servce provders.
Voice-based marketing. The response rate s hgh n voce-based
marketng as the communcaton s on a one-to-one bass. Speakng on
the mobe and passng on the marketng detas s a better opton.
Voicemail marketing. Ths s an upcomng means of mobe
marketng, wheren the marketers as can smpy eave ther pre-
recorded voce ma messages to ther prospect cents. Ths s as
smar to voce-based marketng but n ths ony one sde
communcaton s done. It aso has mtaton ke retrevng the
message for three tmes charges some bucks.
HOW lS MOBlLE MARKETlNG DONE7
1) SMS on Short Code:
Short Code s one unque 3 or 4 dgt number actve across varous
operators, whch has a SMS gateway.
Charged at Rs.2/- or Rs.3/- to the subscrber dependng on the
operator.
Each subscrber can get 2 messages free of cost for 1 message sent on
any premum number.
One bon SMS are sent per month by subscrbers n Inda.
Short Codes are mosty used for Lead generaton, Contests and Pos.
23
Works the same on CDMA and GSM technoogy.
SMS s the cheapest medum for Drect Marketng.
2) Advergaming:

Mobile gaming: There's been a ot of hype atey about gamng,

advergamng, and the roe both pay n the mobe marketng vaue chan.
Brands can use mobe games for brand awareness, premum content
revenue, product pacement, and so on. Games can hep ntegrate fun
and entertanment nto the mobe consumer's experence, drvng overa
adopton of mobe and brand partcpaton.
Mobile Advergaming: Advergamng bascay promotes a product or
servce throughout the game. Many brands aready everage advergamng
n campagns. CoverGr recenty offered vstors to ts ste a mobe game
downoad for "Grs' Nght out Sotare." Ste vstors receved $1.00 off
the $5.99 mobe game downoad |ust for vstng the ste. If consumers
entered the UPC code for the LashExact product, they receved $2.00 off
the game
downoad. CoverGr aso tempted vstors to the ste wth te-n
promotona przes. The game not ony featured brand sponsorshp but
aso ncuded brand or product pacement wthn the game.
e.g.
24
Teen Expectations: It s dscovered teenagers expected to be marketed
to on ther phones, smar to how the Internet, TV, and other meda work.
In regard to gamng, teens antcpate and expect advertsng, speca
offers, ema, and SMS messages advsng them of new games, ncentves,
and ways to rate and share games. Teens are surprsed that there aren't
more games that te nto the brands they recognze (they're actuay
ookng for teevson and move references). Teens expect advertsng n
ther gamng experence, partcuary f t eads to dscounts or ncentves.
Conclusion: Advertsng domnates every sphere of our fe, the Internet,
teevson, and outdoors. Ads are everywhere, and mobe s no excepton.
Ads are beng roed out or traed n messagng, mobe Web, vdeo, and
downoads. As wth every other advertsng medum, ads w pay a roe n
the mobe channe. Advergamng presents an opportunty for brands to
reach consumer. If the demographc target s dea and fun s a focus, try
offerng games as part of your mobe marketng mx.
25
3) Mobile Applications:
Informatve and usefu |ava appcaton that can be downoaded onto the
Mobe phone |ust as a Game. The content coud be sponsored by the brand,
Brand pacements nsde the appcaton or the content coud be about the
Brand ke address of consumer touch pont, Product cataogues & Mobe
Brochure.
e.g.
4) WAP (wireless application protocol) Site:
WAP ste s a physca space that hosts Mobe content and can be sourced
through GPRS compatbe handsets.
Most commony vsted WAP stes for content:
Hutch Word.
Arte Lve.
26
BPL MZone.
Yahoo Inda.
Redff.
Mobe2wn.
Indagames.
Mau|.com
Idea
Operator WAP portas st contrbute 75% of Indas mobe space.
GPRS Rentas have come down from Rs.499/- to Rs.99/- n the past eght
months.
State owned BSNL |ust started ther GPRS servce ncreasng the reach to
Rura
e.g. of a wap ste
27
5) Mobile Content:
Wapapers, Rng tones (Poytones, Truetones, Monophonc), Screensavers,
Themes, SMS Tones and Logos are the unversay accepted
content on mobe. Cost for mobe content vares from Rs.7/- to
Rs.30/-. Boywood st domnates 75% of the Mobe content n
Inda, foowed by Crcket and Internatona Musc.
Branded content ke Brand |nge Rng tone, Brand ambassadors wapapers
and themes are aso created and dstrbuted through varous
channes on mobe.
28
6) R-World
The R-Word s the appcaton
deveoped by Reance Teecom. It s
been deveoped for reance CDMA
mobe phone. Whch provdes foowng
1. Lve Crcket Score.
2. Statstc.
3. Profes.
4. Contests.
5. Rngtones.
6. News.
7. |okes.
8. Astroogy.
7) Bluecasting:
A hgh traffc area such as a ma/mutpex hoardng ocaton s requred. The
hoardng w announce, "You have entered the XYZ (brand) Casting
Zone". Swtch on your bue tooth appcaton to receve Free Rng Tones /
Screen Savers / MMS/ Wapapers / speca vdeos the user w swtch on hs
bue tooth. As ths s user ntated t s not spammng. When a user s wthn
the proxmty of a BueCast server and makes ther handset dscoverabe the
Bue Cast server dentfes ther devce va ts bue tooth ID and serves the
content n accordance to the compatbty of the handset. Users phone
ocates bue tooth server. The server w dentfy the users unque ID. It w
then check f the users phone s compatbe to receve ths data. Server asks
permsson to transfer data.
29
User responds and starts recevng the content on ts ce phone. It then
rests wth the user and he coud vew the content whenever he/she wants to
do the same. A web-based access woud be gven to understand how many
persons nteracted wth the brand and downoaded content.
8) IVRS:
We can have a dedicated system, which allows the consumer to
interact with the brand, and it could be for contests}
offers}or any brand promotion the brand wants to do. This
could be a dedicated no = XX on your handset and this
would be connected across operators pan lndia. lt would be
advertised across mass media so that the customers are
aware that they need to call this no to avail}know relevant
discounts. E.g. FOR lClCl Cr CARD: A person carrying a Gold
card could press 1 and all the benefits}discounts of a Gold
card would be told to him and he can then all the places
where he can redeem his points could be
mentioned...similarly for all other silver}executive card
members.
9) Mobe Shoppng/Aucton Porta:
Now-a-days there are contests ke bd2wn through whch you can make an
reverse aucton and wn many thngs ke ce phones, aptops, etc.
Many offer exts n present market ke Bd the unque and sma
amount and wn prces.
30
THE lNTERACTlVE SCENE lN lNDlA
Currenty, the tota mobe marketng ndustry s pegged at Rs 100
crore n Inda-and s sad to be growng exponentay, abet on a sma
base. Advertsng agences aver that some corporates nsst that about 2% of
ther tota meda spend shoud be aocated to mobe campagns. The return
on ROI s hgh. Recenty, Coca-Coa has opted for ony wreess marketng to
promote ts brand Sprte. Payers ke Noka and HBO are focusng on mobe
marketng to gan vsbty.
The trend s reay catchng up-especay n the past some year. Its a
cost-effectve way to create a wreess database for future marketng
actvtes too. Unke other devces/meda, the handset s a non-share devce.
Thats an area open to marketers for everage.
Mobe marketng has taken off for good because technoogy
nnovatons have aowed marketers to conduct campagns across carrers.
Dedcated agences have sprung up that smarty created the means for
brands to monetze the channe and to make t fun for consumers. Snce
mobe devces are somethng that peope carry wth them a the tme and
31
are connected to the word around them, t has become a perfect marketng
too for advertsers,"
What has aso heped s the aacrty wth whch peope have taken to
the hand-hed devce n Inda. Accordng to Ceuar Operators Assocaton on
Inda estmates, the GSM mobe subscrber base crossed the 70 mon mark
n Apr 2006. The subscrber base grew from 69.2 mon as on March 2006
to 72.12 mon as on Apr 2006-recordng an addton of 2.93 mon
durng the month.
Ltte wonder that meda panners and buyers are gung-ho. Mobes are beng
used to se otteres to fast food |onts to fnanca servces to even FMCGs.
Many ke Cadbury, Tata AIG, Asan Pants and Godre| are usng mobe as a
meda patform.
The Internet, whch has a penetraton of 3.4%, has about 200 odd
advertsers; but mobe has ony 80 odd advertsers wth three tmes
penetraton (8.8%). To gve a quck comparson, the Internet and Mobe
Assocaton of Inda estmates that the onne popuaton n Inda stands at 38
mon, whe the onne advertsng market s pegged at Rs 162 crore.
The mobe subscrber base n Inda grew 66.5 percent n 2007 and touched
68.5 mon peope, as compared to 47.4 mon n 2006. Durng the current
Indan fnanca year (2008-09), ecommerce transactons' vaue s expected
to rse 95 percent (.e. reach 2.3 bon Indan Rupees) when compared to the
correspondng fgure n 2007-08.
32
The above fgures are defntey encouragng for payers n the Indan
nteractve marketng arena. These ncude the advertsng agences,
marketers and ntermedares such as webste pubshers and teecom
operators. Such s the mportance attached to nteractve marketng that a
coupe of years ago, Ad Cub Bombay-- one of Inda's eadng advertsng
communtes-- nsttuted a new category caed New Interactve Meda n ts
awards caed Abbes. Ads created for Peps and Coca-Coa, posted on Yahoo!
Inda and Hungama respectvey, were two of the wnners n ths category n
2007. In the 2006 Abbes, O&M and Web Chutney bagged the Gods n the
Interactve Dgta Marketng category for ads for ther cents HT Matrmona
Servces and Makemytrp (a trave porta) respectvey.
Recent initiatives:
The foowng tabe sts some of the recent Indan nteractve campagns:
Marketer Product
Category
Brief Description
Lufthansa Arne Mobe aucton of a
few tckets between
New Deh and New
York
Keoggs Cereas SMS-based contest,
to promote Iron
Shakt ngredent n
ts cornfakes
Sony Meda Identfcaton of a
33
Entertanment
Teevson
tune (program tted
Kuch Keht Ha Ye
Dhun) payed on TV,
through SMS
responses
Wrgeys Chewng
gum
Oueston/answer SMS
contest, to promote
ts Meetha Fresh
favor of chewng
gum
Smrnoff Acohoc
Beverage
SMS-based contest to
create buzz around a
theme party
(Smrnoff Experence)
Coca-Coa Soft drnk Interactve SMS
promoton to
promote Vana Coke
Domnos Pzza Convenenc
e food
Interactve SMS-
based promoton to
create hype around
ts new product
Cnnastx
Neste Beverage Onne advergame, to
promote ts nstant
coffee brand Nescafe
Yamaha Automotve Onne game, to
promote ts bkes
As t s evdent from the tabe, across dfferent product categores marketers
are treadng the nteractve path to consumers' hearts and mnds. To ect
34
proper responses to the contests, marketers doe out attractve przes, such
as mobe phones, T-shrts, CDs, vouchers redeemabe at department stores,
audo systems, TVs, etc.
WHY MOBlLE MARKETlNG lN lNDlA7
Mobe phone has become an extenson of our arms today.
Very Persona - One to One envronment.
Immedate and effortess response mechansm.
Boost effectveness of tradtona promotona channes wth Mobe
Interactvty.
Cost effectve and measurabe.
Easest nteractve address to remember amongst Web, To-free or
Posta.
35
Customzed, hgh quaty, branded content.
lndian market:
HURDLES lN MOBlLE MARKETlNG
There are other potenta hurdes. For exampe, the mpact of
advertsng messages may be duted or even backfre, f the mtatons of
sma screen devces and mobe networks are not adequatey compensated
for and technca ssues such as nter-operator and devce nteroperabty
are overooked. It aso warns that sgnfcant commtments and nvestment
by ma|or brands mght not materaze due to uncertanty regardng tmng of
key technoogy deveopments, e.g. avaabty of ubqutous, ow cost and
36
48
75
120
160
200
240
280
2004 2005 2006 2007 2008 2009 2010
MobiIe subscribers (MiIIions)
hgh speed mobe access, mobe broadcast TV, aternatve DRM and mobe
payment systems.
The study demonstrates that rather than mobe operators drvng ths
market, t s sma, entrepreneura mobe marketng specasts or
nnovatve, estabshed advertsng agences, whch are creatng the mpetus.
Marketers are searchng for more effectve mechansms for nfuencng
buyng behavor, partay because the effectveness of tradtona meda
such as TV s decreasng as technoogca and cutura trends are heavy
nfuencng patterns of meda consumpton, especay n the youth market --
an mportant demographc for advertsers.
Problem 1. The Short Code Process
It can take months to regster short codes wth a carrer. These are speca 4-
and 5-dgt numbers that can be used to address messages from mobe
phones (GOOGLE, 46645, Mozes, 66937, and "Amercan Ido" votng, 7827).
Agences are frustrated by t. So are ther cents who get sod on a bg dea
and then earn they cant execute t unt a engthy bureaucratc process s
ceared.
So peope are tryng to fnd workarounds. One emergng appcaton
that had peope buzzng nvoves vsua recognton technoogy, whch aows
a consumer to take a pcture of a statc page or bboard usng a ce phone
and the mage automatcay gets them to more nformaton -- as f they had
entered a short code.
37
But short codes have ther purpose. Taggng the product wth a short code s
a common practce n Europe, and ts expected to occur n a ma|or way ths
year n the US. Nesquk tagged more than 40 mon bottes for a recent
promoton.
Problem 2. Ad Buying lsn't Easy Enough
Advertsers are ookng for effcency. They buy ony those ads whch are
most effcent.
Problem 3. Selling Mobile Content
Advertsers eager to bypass the restrctons and the tarff charged by the
mobe carrers are aggressvey ookng to market ther servces drecty to
consumers and go "off deck," where they w not appear on the actua ce
phone menu. But dong ths adds a new wrnke: fndng a way to b the
consumer for subscrpton servces.
An Mahotra, Senor VP of Marketng and Aances at payment
processor Bango, had peope ned up n the exhbt area to hear how hs
company heps marketers do t. One cent, Hearst Communcatons but a
branded mobe ste for readers of Cosmopotan, CosmoGIRL! And
Seventeen offerng pay-per-downoad and subscrpton servces such as rng
tones, wapapers and Cosmo Hunks and horoscopes. Prnt ads are used to
promote the mobe offerngs.
One nterested prospect was Chare Mnesnger, VP/Busness
Deveopment for OMobe, whch ses downoadabe rng tones, chat & other
servces. Hs bggest frustraton? The carrers antquated bng systems.
Dropped sgnas and other servce probems resut n a hgh rate of faure to
compete bng for servces.
ORGANlZATlONS THAT HAVE USED MOBlLE MARKETlNG
38
BlueFire Digital has reeased a new mobe marketng product
to aow dgta sgnage network operators to reach consumers on ther
mobe phones and PDAs. BueFre MS Standard Edton uses Buetooth
wreess technoogy to brng musc, vdeo traers, rng tones, wapapers,
promotona tems, coupons, and cataogs to customers mobe devces
wthout artme charges.
A NeoMedia Technologies, lnc.company, n cooperaton wth
ts FunkTcket AG partner, brewed up a mobe couponng beer dea for
fans attendng FIFA Word Cup games that took pace n Kasersautern,
Germany. To partcpate, fans ca a hotne or send a text message (SMS)
wth ther name and the catchphrase "Bewegungsmeder Ber." They then
receve a money-off coupon n the form of a smart code on ther mobe
phone, whch they take to the beer stand at the Word Cup soccer
stadum. The smart code dspayed on the screen of the ce phone s then
scanned by Gavtec's EXIO scanner, whch nstanty prnts a coupon whch
can be redeemed to save EUR 2 (approxmatey $2.60) off the prce of a
Btburger beer, drawn from the tap of Germany's second bggest brewery.
NeoMeda's Gavtec AG deveoped the hardware scanners to enabe the
nnovatve FIFA Word Cup mobe couponng program for fans wth
partners ncudng FunkTcket, Btburger beer, handyponts.de, and
Pavon.
NDTV 24x7: NDTV 24x7 aunched a current affars show "You
Decde," hosted by staffer Vkram Chandra. The show takes up topca
ssues and nvoves the vewer n the pane dscusson by askng hm to
vote on the ssue by sendng an SMS.
39
As the votes keep comng n, the po resuts, dspayed on the screen,
keep vewers gued to the channe.
lndian ldol, the musc contest on Sony TV, nvoves votng va SMS as
we as through the nternet. Wordwde, the `Ido seres ects neary 100
mon responses, generatng huge SMS traffc.
Star Plus' reverse aucton for |eweery worth Rs 20 akh (promoted
through ts sera "Kahn to Hoga...") evoked sx mon SMS n three
weeks, a response Star Inda cams was the bggest generated by the
network n Asa.
Celltick has aunched a new servce that aows companes to buy
space on your mobe phone's de screen. Cetck's new servce s caed
LveScreen Meda, whch makes t possbe for companes to advertse and
sponsor content teasers on ts orgna LveScreen patform.
LveScreen Meda devers teaser messages drecty onto the phones de
screen when - and ony when - t s not n use. The teasers can take the
form of sponsored content, brand campagns or promotona messages.
For exampe, users can seect to receve news headnes, traffc reports,
games, sports updates or aerts about saes. When subscrbers see
anythng that nterests them, a they have to do s cck once to access
assocated content or servces.
Lifetime Television ran a sx-week "Watch, Bd and Wn" campagn,
whch aowed payers to bd on tems ted nto programmng. Ratngs
spked and t ntroduced text messagng to the channes oder
demographc audence, even promptng some vewers to buy new phones
40
specfcay so they coud partcpate.
Educaton was cruca for the campagn to work. It ncuded an expct vdeo
step-through of the process ted nto a trva chaenge nvovng watchng
the days shows. Lfetme aso used ts Web ste to drve partcpaton.
Customer servce staffers were on ca to wak peope through the process.
To show for ts efforts, Lfetme now has a phone st of 8,500 vewers.
PVR Cinemas w aunch mobe tcketng across Inda n September
06. The souton aows one to search and seect the move, and enter the
theater wthout havng to by a paper tcket. OnMobe CO. s testng m-
tcketng n Bangaore. Currenty around 7% tcket saes n PVR Bangaore
take pace usng m tcketng.
They expect mobe users to adopt the m-tcket n a bg way as t aows
them the convenence of sttng at home and bookng a move tcket.
The tckets, however, are gong to be more expensve.
Fame Cinemas Launches Mobile Ticketing
Indanteevson.com: Fame Cnemas has aunched mobe tcketng and
ts avaabe n Mumba, Pmpr (Pune) and Kokata where the mutpexes
are ocated. Peope can now book move tckets of any Fame Mutpexes
by a voce-recognton servce and pay through ther credt card. The
servce s powered by OnMobe and s avaabe for Hutch, Arte and Idea
subscrbers.
41
FUTURE OF MOBlLE MARKETlNG
Mobile Marketing May Hit 10 in 2010
Accordng to a report reeased by the Shosteck Group, the mobe advertsng
ndustry w be worth $10 bon doars by 2010. Shosteck ponts out the
three advantages that mobe has over other forms of advertsng, the abty
to target ads by ocaton, the abty to personaze ads to a partcuar user,
and the abty to run tme-senstve campagns.
The report ponts out the ncreasng avaabty of mutmeda phones,
the pubcs ncreasng nterest n mobe mutmeda content, and the
growng number of mobe servces, whch have ed to the ncreasng appea
of mobe as an advertsng patform. Mobe advertsng w be a necessary
drver for the deveopment and commercazaton of the mobe Internet. The
two - mobe advertsng and mobe content - are nextrcaby nked. The
success of one w enabe the success of the other and vce versa.
Is Mobe Advertsng Good for Mobe? The ndustry coud grow to as
much as $9.6 bon by 2010 under dea condtons. But t aso says that
mobe provders, phone manufacturers, content provders and advertsers
need to be abe to cooperate effectvey. Whe SMS, or text messagng, s
currenty used n con|uncton wth other meda, such as TV, rado or the
Internet, the settng up of 3G networks w make the mobe phone a
42
compete too for marketers. Industry sources predct that wreess
advertsng w go manstream ony the next year. That w see the advent of
ocaton-based servces, pad downoads over wreess broadband and mobe
dscount coupons. Locaton-based servces w nform mobe users about
saes or events happenng n the vcnty. Users w be abe to downoad e-
books or vdeos over mobe broadband, and pay for t through m-bankng.
Brand exercses w ncude dscount coupons sent over teecom networks n
the form of M-coupons. M-coupons are a set to ht Indan ctes eary next
year. So that offer on a pzza may no onger revea tsef through pesky
pamphets foatng out of the newspaper but turn nto another beep on your
mobe phone.
CASE STUDY ON MOBlLE MARKETlNG
GROUP M lNDlA PVT LTD
Background
GroupM, the word's eadng fu-servce meda nvestment management
operaton, was created by WPP to oversee ts assets n ths sector. These
assets ncude MedaCom Wordwde, Medaedge:ca Goba, Mndshare
Wordwde and MAXUS. The focus of GroupM s the ntegent appcaton of
voume and scae n tradng, nnovaton and quaty of servces, n order to
brng beneft to cents and the companes t operates.
GROUP M s created by WPP group. It s a meda-buyng agency. It advertses
on the behaf of other companes. It has 400 hundred cents n Inda. E.G.
Peps, ICICI. It has offces n amost a countres.
43
Mobile marketing process
When companes want to do mobe marketng of ther product or servces
they gve ads. GROUP M ptches on to ths wth ther quotatons. The co. and
GROUP M management prepare ther terms and condtons. If the co. accepts
t then annua contract s sgned between the two.
Actual process
After gettng the orders, GROUP M hres a short code wth a eadng mobe
networks. For e.g. 3636 and 7827. The messages that are to be sent are put
on the server. When the customer repes to that short code, they get a
repy, whch s nothng but the message that was put on the server. Ther
cents decde messages that are sent to the customer. Thus GROUP M heps
ther cents n mobe marketng. They act as agents.
Mobe marketng has been ntroduced n Inda three years back. GROUP M s
nto mobe marketng from past two years. GROUP M does advertsng
through other medums aso ke teevson, prnt, hoardngs, onne.
Percentage of advertsng through above medums s shown beow n the
44
form of pe dagram.
%
'%
'%
^%
'%
teIevision
print
hoardings
onIine
mobiIe
marketing
Mobe marketng s ony 2% but t s growng very fast and co. s now
concentratng more on mobe marketng. Rght now t s not the best
advertsng method of the co. but n future t s expected that co. w do
more than 20% of ts busness through mobe marketng. The focus of the
co. s on the youths. Because youths use ce phones more for downoadng
varous thngs ke rngng tones, wapapers, games, etc. so the market
audence s youth.
After GROUP M has ntroduced mobe marketng ther customer
response has ncreased. It has proved benefca both to the co. as we as ts
customers.
Benefits that the co. has received by introducing mobile marketing
are as follows:
45
1) Cost effective: - In a esser cost mass number of customers can be
attracted.
2) One-to -one: - It heps n budng a drect contact wth the customer.
Company can know that the customer has got the message regardng ts
product or servce.
3) Faster: - It s faster than other advertsng methods. Peope carry ce
phones wth them reguary so t s an easy approach. Customers can
respond at the same tme.
4) Brand image: - It has mproved companys brand mage as mass
number of peope now know about the co. and ts servces. Mobe
marketng has heped ncreased ther profts because of the above
benefts. It has aso ncreased the number of customers. Ther customers
now prefer mobe marketng wth other advertsng methods.
Competitors
The compettors of GROUP M are MOBILE2WIN and HUNGAMA
GROUP M s currenty on the number 1 poston.
Future of mobile marketing
Ma|or popuatons n Inda st do not use ce phones. These peope are
the target audence of the co. n next 3-4 years there w be more no. of ce
phones and thus the number of ther customers w aso ncrease
Mobe marketng w take 3-4 years to penetrate n Indan markets.
SURVEY:
uestions included:
46
Informaton I receved from the survey:
Have you heard of mobe beng used for advertsements?
Have you anytme responded to these advertsements?
47
3) How many tmes have you responded?
4) Have you heard anybody reated to you wnnng after respondng to these
advertsements?
48
5) Whch operator network, do u thnk does t the best?
Arte
BPL
Dophn
Hutch
Reance
others
6) Are you rrtated by these messages on your hand set?
49

7) What do you downoad the most?
8) Woud you ke to receve such knd of messages on your ce phones n
future?
50
Concuson: -ths survey shows that peope know what mobe marketng s
and are ready to accept t. In future, peope woud ke to have these
servces.
CONCLUSlON
The growth n mobe marketng can ony expand the scope for nteractve
marketng n Inda. The growth rate s ncreasng. As estmates predct that
by 2010, Inda s sated to have the thrd argest mobe and Internet user
base wordwde.
Thus, mobe marketng ets you expand your marketng base. The resut s
enhanced saes wth mted marketng expenses - and better return on your
marketng nvestment. It s an ntegra part of marketng. Hence, mobe
marketng and ts effectve executon n marketng to ncrease saes and
retan oya customers stands very mportant today.
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Bibliography
Book and magaznes
Marketing management
By Php Koter
Day |ourna
Webstes:
www.googe.co.n
www.ndatmes.com
www.economctmes.com
www. Mytoday.com
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