A SUMMER TRAINING PROJECT REPORT

ON

Mobile & Email Marketing Opportunities with

reference to Retail Industry
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF MASTER IN BUSINESS ADMINISTRATION 2014-16
UNDER THE GUIDANCE OF:
Ms. Bushra Khurshid
Assistant Professor, RDIAS

SUBMITTED BY:
MANAN TYAGI
ROLL NO.04380303914_ BATCH NO. 2014-16

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2008 Certified Institute

NAAC Accrediated :A ,Category A+ Institute
(Approved by AICTE, HRD Ministry, Govt. of India)
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi
110085

STUDENT DECLARATION
This to certify that I have completed the project titled Mobile & Email Marketing
Opportunities with Reference to Retail Industry under the guidance of Ms. Bushra
Khurshid in the partial fulfillment of the requirement for the award of the degree of
Master in Business Administration from Rukmini Devi Institute of Advanced Studies,
New Delhi. This is an original work and I have not submitted it earlier elsewhere.
Name :Manan Tyagi
EnrollmentNo:04380303914

CERTIFICATE (From Guide)

This is to certify that the project titled Mobile & Email Marketing Opportunities with
Reference to Retail Industry is an academic work done by Manan Tyagi submitted in
the partial fulfillment of the requirement for the award of the degree of Masters in
Business Administration from Rukmini Devi Institute of Advanced Studies, New Delhi.
under my guidance and direction. To the best of my knowledge and belief the data and
information presented by him in the project has not been submitted earlier elsewhere.

Ms. Bushra Khurshid

Assistant Professor
RDIAS

ACKNOWLEDGEMENT (For Guideline only)

I offer my sincere thanks and humble regards to Rukmini Devi Institute Of Advanced
Studies, GGSIP University, New Delhi for imparting us very valuable professional training in
MBA.

I pay my gratitude and sincere regards to Prof./Dr./Mr. Anil kumar goyal, my project Guide
for giving me the cream of his knowledge. I am thankful to him/her as he/she has been a
constant source of advice, motivation and inspiration. I am also thankful to him/her for
giving his/her suggestions and encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and
library staff for providing me opportunity to utilize their resources for the completion of
the project.

I am also thankful to my family and friends for constantly motivating me to complete the
project

and

providing me

an environment

which enhanced my

knowledge.

Executive Summary
This report was commissioned as part of the project dissertation 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.

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 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.
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.

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.

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.

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 mind- set, a distinct process and new metrics.

New forms or collaboration intra-company and across company are both possible
and necessary in the emerging mobile space.
The cost of entry is currently low.

Implications for Operators:

Mobile advertising can unlock new revenue.

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

Uptake of mobile advertising will increase where Operators are able to provide an
integrated ability to access their inventory by all parties.
Increase subscriber loyalty by providing relevant and targeted promotions.

Reward your subscribers for maintaining their profiles -increasing the value of your
inventory as well as ensuring their user experience is enriched.
Identify your strategic ambitions in relation to the mobile advertising value chain.

India e-Marketing Outlook 2012 by Octane Research

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

Retail & Distribution (include online retail and e-commerce)

Media & Entertainment

IT & ITES

Services and Consulting (including Marketing Agencies)

Education

Customer Acquisition
It continues to be the primary goal for existing & new marketing initiatives over the last two
years
Social media
Social Media initiatives are gaining momentum and email continues to be the most effective
marketing channel. Social Media (68.8%) and Email marketing (53.1%) emerged as top 2

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

No Spam
A majority of Indian marketers (36%) wanted a code of conduct by an industry body like
IAMAI, while 31.5% of the participants believe stronger anti-spam laws in like CAN-SPAM
would help curb the spamming campaigns.
SMS vs. Email
As a direct result of TRAI directive on usage of SMS for promotional messages, approximately
35.3% of the respondents plan to increase their budgets towards email marketing by more
than 11% in 2012.

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.

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.

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 T- Shirts when you shop at Marks n Spencer outlets countrywide.
Mobile Web: 90% of mobile handsets is internet ready. This is basically advertising on
internet web pages that are supposed to be for mobile technology. An example of platform
supporting this is Ads by Google.
MMS (multi-media message service): These are messages that are sent to customers using
multi- media message service which is exactly like SMS, but can potentially contain a
picture, video and or audio.
Mobile Applications/Games: This from of mobile marketing involves have your ads inside of
a mobile application/game. Mobile Apps are little software programs you download from an
app store connected with your mobile 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.

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.

Tracking Everything from how many emails were opened, through to each
individual link click can be tracked, meaning you can hone your techniques and
improve performance

Testing Along with tracking, you can test different subject lines, calls to action,
use of images, and so on, to further improve your results

Complimentary Email, while an excellent tactic, does not replace your other
marketing activities but compliments them extremely well. Combining multiple
tactics can build very profitable marketing campaigns.

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

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

Types of Email Marketing:

Direct Email:
Direct email involves sending a promotional message in the form of an email. It might be an
announcement of a special offer, for example. Just as one might have a list of customer or
prospect postal addresses to send your promotions too, so you can collect a list of customer
or prospect email addresses. One can also rent lists of email addresses from service
companies. They'll let you send your message to their own address lists. These services can
usually let you target your message according to, for example, the interests or geographical
location of the owners of the email
Email Newsletter:
Instead of promotional email designed only to encourage the recipient to take action (buy
something, sign-up for something, etc.), one might send out retention emails. These usually
take the form of regular emails known as newsletters. A newsletter may carry promotional
messages or advertisements, but will aim at developing a long-term impact on the readers.
It should provide the readers with value, which means more than just sales messages. It
should contain information which informs, entertains or otherwise benefits the readers.

Transactional Emails:
Transactional emails are usually triggered based on a customers action with a company.
Triggered transactional messages include dropped basket messages, purchase or order
confirmation emails and email receipts.

Mobile Platforms:
A mobile operating system (mobile OS) is the operating system that controls a smartphone,
tablet, PDA, or other mobile device. Modern mobile operating systems combine the features
of a personal computer operating system with touchscreen, cellular, Bluetooth, Wi-Fi, GPS
mobile navigation, camera, video camera, speech recognition, voice recorder, music player,
personal digital assistant (PDA), and other features.

Android:
Android was developed by a small start-up company that was purchased by Google Inc. in
2005, and Google continues to update the software. Android is a Linux-derived OS backed by
Google, along with major hardware and software developers (such as Intel, HTC, ARM,
Samsung, Motorola and eBay, to name a few).
iOS:
The Apple iPhone, iPod Touch, iPad, and second-generation Apple TV all use an operating
system called iOS, which is derived from Mac OS X.
Blackberry OS from RIM:
This OS is focused on easy operation and was originally designed for business. Recently it has
seen a surge in third-party applications and has been improved to offer full multimedia
support. Currently Blackberry's App World has over 50,000 downloadable applications.
Symbian OS:
Symbian had the largest smartphone share in most markets worldwide about two years back.
However, its market share has gone down in last couple of years because of emergence
Android and iOS and lack of penetration by Nokia in smartphone market.
Windows Mobile from Microsoft:
Windows Mobile's market share has sharply declined in recent years. Microsoft is phasing out
the Windows Mobile OS to specialized markets and is instead focusing on its new operating
system and software platform, Windows Phone. Nokia and Microsoft recent ties up mean
that new Nokia smartphones would mostly be using Window Mobile operating system.

Research Methodology
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.

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

Reject

Acquire/Analyze
Data

Accept

Figure 1: Formulation of Hypothesis

There are a lot of open/unexploited opportunities existing in the mobile and email
marketing in the Retail Industry. The purpose of this research is to establish the hypothesis
by identifying opportunities and trends.

Research Hypothesis:

With new trend of more and more users switching to smart phones across the
world, there is larger audience for marketing on mobile in general.

There is strong mobile application development community which is enabling

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

Email and Mobile Marketing adoption in retail industry is quite likely because of
the online presence of most of the retail outlets and growing buzz of Ecommerce.

Retail industry across the world is expected to grow many folds in future so there
is tremendous growth opportunity for marketing innovations.

Research Design
The research design is the conceptual sturcture within which reearch is conducted. It is
a plan of action, a plan of collecting and analysinn data in economic, efficient and
relevant manner. It contains measurement & analysis of data. The proposed study is an
blue print for the collection of exploratory cum descriptive.

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.

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.

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.

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.)

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 search were used to create the extensive list of companies. Following

details were captured as part of the activity

Company Name

Company URL

Brief Description

Business Category and Solutions

Pricing Information

Contact Details

Description of Data Collection: As part of the research, following data were collected.
Detailed description is provided in the subsequent sections.

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

Sample profiling of some of the companies from the list

1.) Company Name: Cornell-Mayo

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

Brief Description:
Cornell-Mayo Associates offers the "Store of the Future" today with exciting, new
Mobile solutions. With "First to Market Solutions" on Apple mobile hardware platforms,
CMA has extended its "Store Systems Anywhere" philosophy. With Omniexpress can
achieve the ultimate in Mobile productivity.
Business Categories:

In-Store Application

Retail Technology Solutions

POS
Solutions:

Store Management

Mobile Solutions
Supported Platforms:

iPhone (iOS)

iPad

Android
2.) Company Name: Koamtac, Inc.

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

Brief Description:
KoamTac's creates application generation software that enables barcode scanning
integration without modification to most line-of-business applications and supports all
major Smartphones.
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
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
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
Kony Mobile Application Platform. Leveraging a proprietary Konys unique platform is
proven to
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,
while eliminating maintenance and upgrade.
Business Categories:

Application Service Provider

E Commerce
Solutions:

Retail Banking,

Retail Brokerage

Enterprise Asset Management

Supported Platforms:

iOS (iPhone/iPad)

Android

BlackBerry

Market Share of Mobile Platforms

Global Market Share of Mobile Operating System:

Mobile Platform

Q1 2012

Android

59%

iOS

23%

Smybian

6.8%

RIM(Blackberry)

6.4%

Windows

0.3%

Others

4.5%

US Smartphone Market Share by OS:

Mobile Platform

Dec 2010

Dec 2011

Android

29%

47%

iOS

25%

30%

RIM ( Blackberry)

32%

16%

Windows

8%

5%

Smybian

3%

2%

Europe Smartphone Market Share by OS:

Mobile Platform

Dec 2011

Android

28%

iOS

21%

RIM ( Blackberry)

9%

Windows

6%

Smybian

32%

China Smartphone Market Share by OS:

Mobile Platform

Feb 2011

Android

11%

iOS

59%

Smybian

3%

Others

27%

Australia Smartphone Market Share by OS:

Mobile Platform

Feb 2011

Android

11%

iOS

74%

Smybian

9%

Others

6%

Marketing Companies
In Depth analysis of all the marketing companies participating in NFR 2013 Expo was
conducted. Corporate web sites of each of these companies were explored to identify
business solution and supported marketing platforms. A questionnaire was created as
part of this module.

A total of one hundred thirteen companies were listed as part of the research with
detailed profile along with supported marketing platforms. Research was conducted in
view of identifying usage pattern of following platforms by these companies.

SMS Marketing

MMS Marketing

Email Marketing

Web Marketing

Apps Marketing

Digital Marketing

Database Marketing

Direct Marketing

Some of the listed companies are as follows.

1010data

Avanade, Inc.

Chain Store Guide

Cherry

Cisco

Experian QAS

First Insight

Foresee

Hewlett-Packard Co.

IBM Corporation

Sample profiling was done similar to Module 1.

1.) Company Name: Vision6

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

Brief Description:
Vision6 is a global leader in SMS & Email Marketing and Database Management solutions.
Its award offers a powerful, on demand solution delivering automated marketing,
email marketing system analytics, online surveys, Email & SMS creation, sales lead
generation and extensive list management all within an intuitive and spam compliant
framework.
Business Categories:

Information Technology and Services

Solutions:

Marketing

Advertising

Email Marketing
2.) Company Name: MailAndMine

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

Brief Description:
They love to help businesses 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
information portal) focused on finding, attracting and retaining customers for our SME
clients
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

Email Marketing Companies/Pricing

A thorough listing was done for the Email marketing companies in Asia Pacific
region along with their contact details. Different professional networking
websites such as Linked In, Manta.com, etc. were used in creating the
extensive list of such companies. A total of about six hundred Email marketing
companies were listed as part of this research.

Some of the listed companies are as follows

Vision6

EzyMsg

Melon Media Sydney

Groovy Mail

Apex Pacific

Interact Guru

V.Sop Design

Pinpointe

Blayn Inc.

Campaign Monitor

Pricing of Email Marketing:

As part of research, pricing Quotation for about fifty Email Marketing companies
was also done. The pricing of some of the companies listed in the sheet are as
follows:

1.) 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

Price/email

0-200

US $ 0.04

201-2000

US $ 0.03

2001-10,000

US $ 0.03

10,001-100,000

US $ 0.01

10,0001-250,000

US $ 0.0075

2.) Companys Name: Nexus Mailer (Hong

Kong)

Company URL:
http://www.nexusmailer.com/
Pricing:
Self Service E-mail Marketing
Package Name

No. of Subscribers

Monthly

Yearly

NM-1k

1000

US$29.95

US$329.00

NM-3k

3000

US$44.95

US$494.00

NM-5k

5000

US$59.95

US$659.00

NM-10k

10000

US$79.95

US$879.00

NM-25k

25000

US$139.00

US$1529.00

NM-50k

50000

US$199.00

US$2189.00

NM-75k

75000

US$259.00

US$2849.00

NM-100k

100000

US$319.00

US$3509.00

Bundled Packages
Four Star

Three
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

$99 + NM Package

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

US Dollar
US$24

Hong Kong Dollar

HK$200

4,000
8,000

US$38
US$46
US$64
US$110

HK$300
HK$360
HK$500
HK$900

10,000

US$120

HK$1,000

CREDIT REFILL PLAN (ideal

for occasional email

campaign

Total No. of Email

Credit
5,000

US Dollar
US$198

Hong Kong Dollar

HK$1,600

10,000
15,000

US$338
US$498
US$630

HK$2,800
HK$4,000
HK$5,000

1,800
2,500

20,000

s)

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 analyzed.

Mobile Marketing companies:

Business Categories/Solutions offered by mobile marketing companies in
the retail industry. Total Companies: 85

Business Categories/Solutions
Supply Chain Management

No. of
Companies
21

Customer Relationship Management

17

Merchandising

32

In store

59

Point of Sale

50

Information Technology

50

Supply and Distribution

23

Safety & Security

10

Decision Support System

Communication

18

E Commerce

companies %

8
0
%
70%
6
0
%
5
0
%
4
0
%

70%
59%

59%

30%
2
0
25%%

38%
27%
21%

20%
12%

10%

10%

0%

Business Categories

Figure 4: Business Categories Distribution

SCM- Supply Chain Management

CRM- Customer Relationship Management

POS Point of Sale

10%

IT Information Technology

S & D- Supply & Distribution

S & S- Safety & Security

DSS- Decision Support System

E.C- Electronic Commerce

Findings:

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

Other Business categories like Point of Sale and Information technology are of 59%.

Rest of the business categories includes:

o SCM-25%
o CRM-20%
o Merchandising-38%
o Supply & Distribution-27%
o DSS-10%
o E Commerce-10%

Mobile Marketing Companies:

This is analysis of supported mobile platforms by the companies in the
industry.
Total Companies: 40

Supported Mobile Platforms

No. of
Companies

iPhone/iPod ( iOS)

26

Android

25

iPad (iOS)

25

retail

Blackberry OS

10

Other Mobile Platforms

25

Figure 5: Supported Mobile Platforms Distribution

Global Market Share of Mobile Platforms:

Mobile Platform

Q1 2012

Android

59%

iOS

23%

Smybian

6.8%

RIM(Blackberry)

6.4%

Windows

0.3%

Others

4.5%

6.4%

4.5%

6.8%
0.3%

Android
iOS
o
Wind ws

23.0%

59.0%

Symbian
b
Blackb erry
Others

Figure 6: Market Share Mobile Platforms

Findings:

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

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

Blackberry OS is less popular compare to other platforms

Companies using other than these platforms are 29%.

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

Marketing Companies:
Marketing platforms used by companies in the retail
industry. Total Companies: 112
Marketing Platforms

No. of
Companies
35

SMS Marketing
Email Marketing

54

QR Codes

Web Marketing

42

Point of Sale

17

Direct Marketing

44

Bluetooth Marketing

Digital and Media Marketing

23

Database Marketing

10

Others

27

% of Companies using the different Marketing Platforms

50%
40%
30%

49%
No. of Companies (%)

60%

40%

38%
32%

25%

24%
15%
4%

8%

10%

12%

20%
10%
0%

Marketing Platforms

Figure 7: Marketing Platforms Distribution

Findings:

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

The second most preferable marketing tools used by the companies are Direct
Marketing and Web Marketing, which is about 40% and 38%.

32% of marketing companies are using SMS Marketing.

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

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

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

25% of companies are using the marketing tools other than these marketing
platforms, which includeso Online Marketing
o E-Marketing
o Online Payment etc.

Conclusions, Suggestions & Limitations

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.

Limitations

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

While collecting information on pricing quotations many companies did not respond to
queries so findings do not include data of these companies.

Research and analysis were based only on the secondary data available from the
internet so any error in the data gathering by the original source may generate
inaccurate results.

Research was conducted mostly from the companies participating in NRF 2013 event
so analysis and finding may not be representative of the actual facts.

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

sampling errors was not possible. This leads to exclusion bias on the results based on
the fact that how much information a sample can provide about population.

Chapter 7
BIBLIOGRAPHY

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.

Chapter 8
ANNEXURE

Annexure
Annexure I:
Questionnaire on Mobile Marketing

Dear Sir/Madam I am conducting a survey on Mobile Marketing. May I have five minutes of yours
to fill-up the questionnaire?

Name (optional):
Sex: Male

Female

Age (in years):

15 25
26 - 35
36 - 45
Above 50

Email address:
1.) Are you the decision maker /key influencer?
a) Decision Maker
b) Key Influencer
c) Others

2.) Your preferred devices and mobile platforms:

a) Smartphone: Android, iPhone Native Apps
b) Blackberry: Native App
c) Java Handsets: Flip Phones-could be native app or mobile Web

d) Palm: recommend mobile web experience only

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?

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?

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

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

14.) What is your primary purpose for using internet on your mobile phone?
a) To browse web
b) To read News
c) To read/send emails

d) 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

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.)

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.
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.