Monetization has multiple faces in emerging markets - missed calls, login screen, free data package, exclusive content access, etc. This module shares some of the best case studies from different markets in ASEAN.

1. EffectiveMarketinginMobileand
DigitalCommerce
VarunMittal
http://analogVarun.com

2. Unlockingnewmodels
Konami
Creatingnewrevenue
fromvalue-added
services
Market Background
Gaming companies have difficulty monetizing their
products after the initial launch because the excitement
dies down quickly.
Innovation
To create better value from their products, Konami created
in-game credits and insurance which people could buy to
improve their gaming experience. These credits and in-
game insurance will give players an edge over other
players.

3. Unlockingnewmodels
Zipdial
Mobilemarketingand
engagement platform
builtaroundthe
“MissedCall
Phenomenon”
Market Background
Most mobile customers in India carry prepaid cards. People
often call someone and then hang up once the line gets
through to avoid getting charged.
Innovation
Zipdial created a business model out of this behavior by
giving brands/companies a toll-free number they can dial
into. On dialling the toll-free number, the call rings once
and disconnects and then the consumer receives an SMS
with more information on the marketing campaign.

4. Unlockingnewmodels
Zipdial
Mobilemarketingand
engagement platform
builtaroundthe
“MissedCall
Phenomenon”
Benefits to brands:
 Wider reach - providing working toll-free numbers
to reach customers who cannot be contacted by
any other mediums
 Device interdependence – missed-call can be
initiated by either a feature phone or smartphone
 Targeting – brands/companies can use zipdial’s
database to reach audiences with the desired
profiles and attributes

5. PayTunes
Monetizingringtones
bysubstitutingthem
withads
Unlockingnewmodels

6. PayTunes
Monetizingringtones
bysubstitutingthem
withads
Unlockingnewmodels
Benefits to customers:
 Creating more value for users – customers can now earn
more usage time by enabling PayTunes and receiving ads on
their devices
 Targeting – advertisers get to relay their ads directly to a
selectively targeted audience, a win-win situation for both the
user and the producer
 Content – advertisers can show richer and more dynamic
content to customers via the jingle format

7. Unilever
Radio
Reachingunreachable
audiencesviatraditional
media
Unlockingnewmodels
Market Background
Hindustan Unilever (HUL) needed an innovative way to reach
audiences in rural parts of india, which do not necessarily have
access to television and electricity
Innovation
HUL worked with its marketing agency to launch a mobile
entertainment channel accessible through a toll-free number
which offered music, movie news and ads for select produts.
Consumers only had to dial the toll-free number to receive
content delivered through the mobile networks.

8. Janna
Unlockingmobile
airtime forcustomersin
emergingmarkets
Unlockingnewmodels Market Background
85% of the world’s mobile customers use pay-
as-you go plans to manage their phone bills.
This limits the amount of time they have to
download and use various apps.
Innovation
Jana created a native mobile marketplace,
where users could download apps. Each app
download app earned them free mobile data
usage. Jana partnered with over 300 mobile
operators to deliver this free mobile data to
users.

9. Mobiroo
App-storesubscription
servicetogetunlimited
mobileapps
Unlockingnewmodels
Market Background
There are too many apps in the world and too few consumers with enough
spending power. 90% of all apps and content fail to gain traction and reach
enough customers in the appstore.
World’s first “all you can” app
Mobiroo is a an app subscription where users pay a fee every month to get
access to unlimited apps and content from any source. The platform also has
features to enable app curation, discovery, promotion and distribution.

10. BandPage
Redefininghowartists
connectwiththeir
audiencesinthemusic
industry
Unlockingnewmodels
Market Background
The increasing use of digitization has affected the music industry
greatly as audiences everywhere are consuming less of traditional
media.
New music platform
BandPages is a new monetization and connectivity platform for
musicians to connect with audiences over new social media
platforms. The platform allows artists to create “customized” fan
pages on platforms such as youtube, facebook, Spotify, shazam and
twitter.

11. Gigato
Bringingmobiledatato
themassesthrough
contentmonetization
Unlockingnewmodels
Market Background
Telcos cap the amount of data users get to maximize profit. This
restricts their usage of mobile networks and the amount of content
they can consume.
Unlocking network data for people
Users earn mobile data from app downloads and usage. This data
usage is paid for by app makers and content publishers. Gigato
charges them for the ability based on either pay-per-use or per
installation. The platform promises better engagement because
users select their apps carefully to use.

12. Thank You
http://analogVarun.com