Summer Internship Report - Email and Mobile Marketing

Project Report On
Mobile & Email Marketing Opportunities with reference to Retail Industry

Submitted in partial fulfillment of the requirements for the award of the Degree of
P.G.D.M 2011-13
GLOBAL INSTITUTE OF MANAGEMENT AND TECHNOLOGY PLOT 1-A, SECTOR-62, NOIDA
SUBMITTED BY: Preeti Jyoti PGDM (2011-2013) A2011/017 Industry Guide: Mr. Amit Bhawik Business Development Manager Syntellinex Faculty Guide: Mrs. Suksham Aneja Astt. Prof (Finance) GIMT, NOIDA
Global Institute of Management & Technology, Noida
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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 Mr. Amit Bhawik my project guide at Syntellinex for his 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 Mrs. Suksham Aneja, Asst. Professor (Finance) at GIMT Noida for giving me such attention and time.
My thanks and appreciations also go to my colleague (Syntellinex) in developing the project and people who have willingly helped me out with their abilities.
Thanking you Preeti Jyoti (A2011/017) PGDM
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Table of Contents
Acknowledgment ................................................................................................................................... 3 1 2 Introduction & Executive Summary .............................................................................................. 7 Research Methodology................................................................................................................ 12 2.1 2.2 2.3 2.4 2.5 2.6 3 Objectives of the Study ........................................................................................................ 12 Formulation of Hypothesis ................................................................................................... 13 Research Design ................................................................................................................... 15 Sample Design ...................................................................................................................... 17 Scope of Study ...................................................................................................................... 19 Research Limitations ............................................................................................................ 20
Critical Review of Literature ........................................................................................................ 22 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Research on Mobile in Retail by Global Language of Business ............................................ 22 Mobile Advertising 2020 Vision by Ogilvy and Acision...................................................... 23 India e-Marketing Outlook 2012 by Octane Research ......................................................... 25 Marketing Platforms/Tools................................................................................................... 27 Mobile Marketing ................................................................................................................. 29 Email Marketing.................................................................................................................... 31 Mobile Platforms .................................................................................................................. 34
Details of Data Collection ............................................................................................................ 37 4.1 4.2 Mobile Solution Providers .................................................................................................... 40 Market Share of Mobile Platforms....................................................................................... 45
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4.3 4.4 5 6
Marketing Companies .......................................................................................................... 47 Email Marketing Companies/Pricing .................................................................................... 52
Findings and Analysis................................................................................................................... 57 Conclusions, Suggestions & Limitations...................................................................................... 66 6.1 6.2 Conclusions/Suggestions ...................................................................................................... 66 Limitations ............................................................................................................................ 67
7 8 9
Bibliography ................................................................................................................................. 69 Annexure...................................................................................................................................... 71 Case Study .................................................................................................................................... 77
10 Synopsis of the Project ................................................................................................................. 80
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
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Chapter 1 INTRODUCTION & EXECUTIVE SUMMARY
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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 Apples 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
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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 todays 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. .
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1.2 Executive Summary

This report was commissioned as part of the summer internship project for Consensys Solutions India Pvt Ltd (Syntellinex) 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 its recommended to offer mobile marketing solutions on these platforms.
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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.
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Chapter 2 RESEARCH METHODLOGY

2.1 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
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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.
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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
Generate Hypothesis Design Experiment Acquire/Analyze Data
Reject
Accept
Figure 1: Formulation of Hypothesis
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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.
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2.3 Research Design

The research design is the conceptual structure within which research is conducted. It is a plan of action, a plan of collecting and analysing data in economic, efficient and relevant manner. It contains the blue print for the collection, measurement & analysis of data. The proposed study is an exploratory cum descriptive.
Descriptive Research
Exploratory Research
Causal Research
Figure 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.
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2.4 Sample Design

Sampling is the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. Generally, sampling methods can be categorized as probability and non-probability sampling method. probability meth
Sample Design
Probability Sample Methods
Simple Random 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, non non-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 coverage'), or where the probability of selection can't be accurately determined. It involves the selection of elements based on assumptions regarding the population of interest, which forms the criteria for sel selection. Hence, because the selection of elements is non-random, nonprobability sampling does not allow the non random, estimation of sampling errors. These 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.
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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 Syntellinex. 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 Syntellinex 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.
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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.
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Chapter 3 CRITICAL REVIEW OF LITERATURE

3.1 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
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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.
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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 advertisers 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 mindset, 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.
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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.
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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.
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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.
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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 ones 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.
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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.
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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 ones 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 TShirts 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 multimedia message service which is exactly like SMS, but can potentially contain a picture, video and or audio.
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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 devices operating platform. Theres 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 its 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 customers mobile desktop, increasing the chances theyll remember you when theyre 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 providers 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 phones 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.
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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 Its so easy for people to forward your message on to others, spreading further than you could alone.
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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.
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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 customers action with a company. Triggered transactional messages include dropped basket messages, purchase or order confirmation emails and email receipts.
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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.
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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.
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Chapter 4 DETAILS OF DATA COLLECTIONS

4.1 Mobile Solution Providers 4.2 Market share of Mobile Platforms 4.3 Marketing Companies 4.4 Email Marketing: Companies/Pricing
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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: Company Name Company URL Brief Description Business Category Solutions Supported Mobile Platforms (e.g., iOS, Android, BlackBerry OS, iPad, etc.)
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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 companys participation in NRF Expo 2013 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
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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
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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 2013 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
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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
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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. Business Categories: Information Technology In-Store - Scanning Technology In-Store- Retail Technology Solutions Storage & Distribution
Solutions: Transportation and Logistics, Distribution and retail, Hospitality
Supported Platforms: iPhone (iOS) Android BlackBerry
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3.) Company Name: AirWatch
Company URL: www.air-watch.com Brief Description: AirWatchs secure, web-based solution provides a single, integrated view of a retailers entire fleet of both corporate and employee-owned Apple iOS, Android, Blackberry, Symbian and Windows devices. Business Categories: Application Management POS In-Store Decision Support System
Solutions: Mobile Application Management Mobile Content Management Mobile Email Management
Supported Platforms: iPhone Android BlackBerry
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4.) Company Name: Kony Soultions
Company URL: www.konysolutions.com Brief Description: Kony Solutions enables companies to offer consumers feature-rich mobile applications through the feature rich Kony Mobile Application Platform Leveraging a proprietary Konys unique platform is proven to Platform. future proof a companys mobile investment by enabling applications to be changed once for all channels, ensuring faster adoption of new operating systems and standards as they are introduced, introduced while eliminating maintenance and upgrade. upgrade Business Categories: Application Service Provider E Commerce
Solutions: Retail Banking, Retail Brokerage Enterprise Asset Management
Supported Platforms: iOS (iPhone/iPad) Android BlackBerry
4.2 Market Share of Mobile Platforms

Global Market Share of Mobile Operating System:
Mobile Platform Android iOS Smybian RIM(Blackberry) Windows Others
Q1 2012 59% 23% 6.8% 6.4% 0.3% 4.5%
US Smartphone Market Share by OS:
Mobile Platform Android iOS RIM ( Blackberry) Windows Smybian
Dec 2010 29% 25% 32% 8% 3%
Dec 2011 47% 30% 16% 5% 2%
Europe Smartphone Market Share by OS:
Mobile Platform Android
Dec 2011 28%
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iOS RIM ( Blackberry) Windows Smybian
21% 9% 6% 32%
China Smartphone Market Share by OS:
Mobile Platform Android iOS Smybian Others
Feb 2011 11% 59% 3% 27%
Australia Smartphone Market Share by OS:
Mobile Platform Android iOS Smybian Others
Feb 2011 11% 74% 9% 6%
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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
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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. Business Categories: Information Technology and Services
Solutions: Marketing Advertising Email Marketing
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2.) Company Name: MailAndMine
Company URL: http://www.mailandmine.com.au Brief Description: They love to help businesses achieve 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. Business Categories: Information Technology and Services
Solutions: Email Newsletters Email Marketing Email Software Email Marketing Software
3.) Company Name: The Marketing Network
Company URL: http://www.themarketingnetwork.com.au/ Brief Description: The Marketing Network is one-stop marketing & management consultancy (as well as a free stop information portal) focused on finding, attracting and retaining customers for our SME clients retaining Professional Services and B2B Companies.
Business Categories: 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 Marketing Pro
Company URL: http://www.internetmarketingpro.in Brief Description: Internet Marketing Pro offers professional internet marketing services as such SEO, 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.
Business Categories: Marketing and Advertising
Solutions: Search Engine Optimization Search Engine Marketing Pay per Click Social Media Marketing Email marketing
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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
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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.) Companys 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 0-200 201-2000 2001-10,000 10,001-100,000 10,0001-250,000
Price/email US $ 0.04 US $ 0.03 US $ 0.03 US $ 0.01 US $ 0.0075
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2.) Companys Name: Nexus Mailer (Hong Kong)
Company URL: http://www.nexusmailer.com/ Pricing: Self Service E-mail Marketing Package Name NM-1k NM-3k NM-5k NM-10k NM-25k NM-50k NM-75k NM-100k No. of Subscribers 1000 3000 5000 10000 25000 50000 75000 100000 Monthly US$29.95 US$44.95 US$59.95 US$79.95 US$139.00 US$199.00 US$259.00 US$319.00 Yearly US$329.00 US$494.00 US$659.00 US$879.00 US$1529.00 US$2189.00 US$2849.00 US$3509.00
Bundled Packages Four Star
One Page Newsletter Design Send e-mail campaign + Import/Export e-mails + Reports Send e-mail campaign + Import/Export e-mails + Reports
$300 + NM Package
Three Star
$99 + NM Package
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3.) Companys 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 1,000 1,800 2,500 4,000 8,000 10,000 US Dollar US$24 US$38 US$46 US$64 US$110 US$120 Hong Kong Dollar HK$200 HK$300 HK$360 HK$500 HK$900 HK$1,000
CREDIT REFILL PLAN (ideal for occasional email campaigns) Total No. of Email Credit 5,000 10,000 15,000 20,000 US Dollar US$198 US$338 US$498 US$630 Hong Kong Dollar HK$1,600 HK$2,800 HK$4,000 HK$5,000
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Chapter 5 FINDINGS AND ANALYSIS
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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 Supply Chain Management Customer Relationship Management Merchandising In store Point of Sale Information Technology Supply and Distribution Safety & Security Decision Support System Communication E Commerce
No. of Companies 21 17 32 59 50 50 23 10 8 18 6
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80% 70% companies % 60% 50% 40% 30% 20% 10% 0% 25% 20% 38%
70% 59% 59%
27% 21% 12% 10% 10%
re
I.T
PO S
m u. C om
SC M
St o
di
er
ch an
In -
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
.S .S
&
E. C
RM
sin
&
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%
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Mobile Marketing Companies: ompanies:

This is analysis of supported mobile platforms by the companies in the retail industry p ndustry. Total Companies: 40
Supported Mobile Platforms iPhone/iPod ( iOS) Android iPad (iOS) Blackberry OS Other Mobile Platforms
No. of Companies 26 25 25 10 25
Figure 5: Supported Mobile Platforms Distribution : Platform
Global Market Share of Mobile Platforms: Platforms
Mobile Platform Android iOS Smybian RIM(Blackberry) Windows Others
Q1 2012 59% 23% 6.8% 6.4% 0.3% 4.5%
6.4% 0.3% 6.8%
4.5%
Android iOS Windows Symbian Blackberry Others
23.0%
59.0%
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.
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Marketing Companies:
Marketing platforms used by companies in the retail industry. Total Companies: 112 Marketing Platforms SMS Marketing Email Marketing QR Codes Web Marketing Point of Sale Direct Marketing Bluetooth Marketing Digital and Media Marketing Database Marketing Others No. of Companies 35 54 9 42 17 44 7 23 10 27
% of Companies using the different Marketing Platforms

No. of Companies (%) 60% 50% 40% 30% 20% 10% 0% 4% 8% 15% 10% 32% 24% 12% 25% 49% 38% 40%
th oo th
M S
ke tin g
W eb
ail
QR
ia
ta ba se
tM ar
Bl ue
l/ M ed
re c
Marketing Platforms
Figure 7: Marketing Platforms Distribution
Di
Di
git a
Da
Ot he r
SM
eM
PO
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 includeso Online Marketing o E-Marketing o Online Payment etc.
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Chapter 6 CONCLUSIONS, SUGGESTIONS & LIMITATIONS

6.1 Conclusions/Suggestions
6.2 Limitations
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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 ofIn-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 its 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.
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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.
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Chapter 7 BIBLIOGRAPHY
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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 Syntellinex: http://www.syntellinex.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://www.verifone.com G.Vedamani, G. (2011). Retail Management. 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 Solutions. (n.d.). Retrieved from QuickMedia: www.qwickmedia.com Sontakki, C. N. (2010). Marketing Research. Himalaya Publishing House.
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Chapter 8 ANNEXURE
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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) b) c) d) Smartphone: Android, iPhone Native Apps Blackberry: Native App Java Handsets: Flip Phones-could be native app or mobile Web Palm: recommend mobile web experience only
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3.) How often do you change or upgrade your cell phone? And why? a) b) c) d) e) Monthly Less than 1 year 1 to 3 years 3 to 5 years More than 5 years
___________________________________________________________________________ 4.) What type(s) of Mobile Marketing have you used, or are you considering using, for your business? a) b) c) d) e) f) g) h) i) SMS MMS Mobile Web Application Bluetooth/Proximity Marketing Location based Marketing QR Codes Voice Mobile Banner Adds 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?
__________________
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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) b) c) d) e) f) Calls Text messages Check emails Web Search Social Media/Netoworking Online Shopping
10.) How comfortable are you with the features on your cell phone? a) b) c) d) e) Very satisfied Satisfied Neutral Dissatisfied 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?
___________________________________________________________________________
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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) b) c) d) To browse web To read News To read/send emails To use online applications
15.) Do you think Internet on mobile would get better in the future? a) Yes b) No c) Maybe
16.) How much would you be ready to spend for an online application that you want to obtain? a) b) c) d) e) Nothing only downloads free applications Less than $50 From $51 to $100 From $101 to $200 More than $200
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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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Chapter 9 CASE STUDY
Page 76
9 Case Study
About the Company
Syntellinex is an agile global corporation that helps its clients deliver exceptional value in the new multi polar business world across diverse technology, domain and cultural platforms.
Our services range from traditional consulting engagements to diverse financial software development and implementation projects across multiple geographical locations.
Our roots are spread in Asia Pacific, USA, Europe, Canada and Latin America thereby allowing us
Services Offering from the Company Syntellinex was created to make offshore outsourcing feasible for small to medium size businesses It help companies across all industries to achieve a sustainable competitive advantage by making offshore outsourcing deliver the results that they are looking for at a cost that their competitors can only dream of. The consultants pursue the highest levels of integrity, quality and professionalism to provide clients with compelling solutions for offshoring their initiatives.
Quality First Quality is usually the first thing that comes to mind when Offshoring is mentioned. Syntellinex methodology and proprietary tools backed by the experience and a client centric approach enable it to provide unparalleled quality to our clients. It works hard to earn and maintain our clients trust and confidence. So that it can provide quality professional services in an independent, objective, and ethical manner, it has implemented a number of quality and compliance safeguards.
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Flexible Delivery Models The delivery and engagement model is simply what our Clients want it to be. From a simple Staff Augmentation arrangement to complete Product Development and maintenance, it can make it work.
Syntellinex combines seamless offshore and onshore execution in an innovative manner to provide an optimum combination of cost reduction and turnaround times.
Industry Experience Syntellinex has successfully executed projects in various industry segments. Direct Marketing, Sales Tools, E Commerce portals, Inventory Management to name a few.
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Chapter 10 SYNOPSIS OF THE PROJECT
Page 79
10 Synopsis of the Project

Project Title: Marketing Research on Mobile and Email Marketing Opportunities with reference to Retail Industry.
Name of the Company: Consensys Solutions India Pvt Ltd (Syntellinex) Place of Training: Delhi Role: Marketing Analyst Project Duration: 2 Months
Project Guide: Mr. Amit Bhawik, Business Development Manager Faculty Guide: Mrs Suksham Aneja, Asst. Professor (Finance), GIMT Noida
Page 80

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Project Report On

Mobile & Email Marketing Opportunities with reference to Retail Industry

GLOBAL INSTITUTE OF MANAGEMENT AND TECHNOLOGY PLOT 1-A, SECTOR-62, NOIDA

Global Institute of Management & Technology, Noida

Thanking you Preeti Jyoti (A2011/017) PGDM

Global Institute of Management & Technology, Noida

Global Institute of Management & Technology, Noida

Marketing Companies .......................................................................................................... 47 Email Marketing Companies/Pricing .................................................................................... 52

10 Synopsis of the Project ................................................................................................................. 80

Global Institute of Management & Technology, Noida

Chapter 1 INTRODUCTION & EXECUTIVE SUMMARY

Global Institute of Management & Technology, Noida

1 Introduction & Executive Summary

Global Institute of Management & Technology, Noida

Global Institute of Management & Technology, Noida

1.2 Executive Summary

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Global Institute of Management & Technology, Noida

Chapter 2 RESEARCH METHODLOGY

Global Institute of Management & Technology, Noida

Global Institute of Management & Technology, Noida

2.2 Formulation of Hypothesis

Generate Hypothesis Design Experiment Acquire/Analyze Data

Figure 1: Formulation of Hypothesis

Global Institute of Management & Technology, Noida

Global Institute of Management & Technology, Noida

2.3 Research Design

Figure 2: Research Design Interaction

Global Institute of Management & Technology, Noida

2.4 Sample Design

Probability Sample Methods

Non Probability Methods

Convenience Sample Snowball Sample Judgement sample Quota Sample

Figure 3: Methods of Sampling

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2.5 Scope of Study

Global Institute of Management & Technology, Noida

2.6 Research Limitations

Global Institute of Management & Technology, Noida

Chapter 3 CRITICAL REVIEW OF LITERATURE

Global Institute of Management & Technology, Noida

3 Critical Review of Literature

3.1 Research on Mobile in Retail by Global Language of Business

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3.2 Mobile Advertising 2020 Vision by Ogilvy and Acision

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Implications for Operators:

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3.3 India e-Marketing Outlook 2012 by Octane Research

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Global Institute of Management & Technology, Noida

3.4 Marketing Platforms/Tools

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Global Institute of Management & Technology, Noida

3.5 Mobile Marketing

Types of Mobile Marketing:

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Global Institute of Management & Technology, Noida

3.6 Email Marketing

Global Institute of Management & Technology, Noida