India has witnessed a digital transformation unlike any other in the last decade, with the nation now becoming the second-largest internet market across the globe. We examine the convergence of the three C’s: Context, Commerce, and Content and discuss how together, it is helping build a mobile economy that works for everyone.

1. 2020: Celebrating the
Era of the Connected
Consumer
Webinar

2. Introducing the Speaker
Vasuta Agarwal
VP and MD, Asia
Pacific
2
2020: Celebrating the Era of the Connected Consumer

3. Agenda
1. Demystifying the New-age Consumer
1. Bharat: The Next Frontier
1. Understanding the 3Cs
i. Context
i. Commerce
i. Content
2. The 2020 Voice of the Marketer
1. Building your 2020 Marketing Strategy
2020: Celebrating the Era of the Connected Consumer
3

4. 4
Demystifying the
New-age Consumer
2020: Celebrating the Era of the Connected Consumer

5. The Decade of Connectivity
Mobile Penetration in India is set to
reach
90% by 2022
5
23%
12%
8%
4% 3%
China India US Brazil Indonesia
9.8
7.5
6.5
6 5.7
India Indonesia Chna Japan South Korea
Leading Data Consumer in the World (GB/
user/ month)
Source: Imagining Trillion Dollar Digital India, IBM & Kalaari Capital, 2018 | India Media
Entertainment Report, 2019
2020: Celebrating the Era of the Connected Consumer
Second Largest Internet Market
(% share of global internet users)
Key Drivers:
• Falling smartphone prices
• Cheaper data tariffs

6. 6
31%
65%
90%
1%
28%
64%
2010 2018 2022
Mobile-led Connectivity
(as a % of population)
Mobil
e
Smartphone
227
78
12
2010 2019
Rural Internet Subscribers (mn) Urban Internet Subscribers (mn)
410
Source: eMarketer | Ericsson Mobility Report 2019, App Annie State of Mobile 2019 | IBEF
Ecommerce Report, July 2018
A Digital Economy, For All
Rural internet subscribers increased by
425% in 9 years time
Smartphones are the first access point to
the internet for several sections of the
population, across ages and geographies
2020: Celebrating the Era of the Connected Consumer
Rural ruling the Connectivity Race

7. The Connected Consumer in 2020: YAMI
7
Younger
More than 65% of India is under
the age of 35
Aspirational
65% of India form the urban elite,
affluent. Aspirers will comprise the
majority in 2025
Mobile-native
50% of users start an activity on their
mobile
Impulsive
Average smartphone user has 69
apps.
35 average monthly apps used.
2020: Celebrating the Era of the Connected Consumer

8. Bharat: The Next Frontier
8Mobile Marketing Handbook – India, 2020
2020: Celebrating the Era of the Connected Consumer

9. 9
The Changing Face of Bharat
Rapid connectivity has transformed
the Indian Digital Landscape leading
to a new punctuated equilibrium
• India will add 300 million internet
users
• 50% of all new users will come from
rural communities
• 48% of all internet users will be from
Bharat
2020: Celebrating the Era of the Connected Consumer
Enabling Factors
Increasing internet
penetration
Government-led
Digital Literacy
Programs
Increasing
internet speeds
Financial inclusion
of rural consumers
Vernacular
Communication

10. • Need to touch and feel product prior to
purchasing
• Lack of brand credibility
• Unfamiliarity caused by both tech and
language barriers
• Fear of poor after sales service
Top Concerns of Consumers When Shopping Digitally
Source Rural e-commerce: The Untapped Potential, EY
10
2020: Celebrating the Era of the Connected Consumer

11. • Offer Vernacular Options on Mobile Apps
• Go light on text and instead leverage images
• Educate users on steps to address concerns
and returns
• Leverage AI Chat Bots to Aid Buying
How to win over consumers in Bharat and encourage
them to Shop Online
Source Rural e-commerce: The Untapped Potential, EY
11
2020: Celebrating the Era of the Connected Consumer

12. Mobile Marketing Handbook – SEA, 2020
CommerceContext Content
$
The 3Cs of the Connected Indian Consumer

13. Gaining
Context
13
2020: Celebrating the Era of the Connected Consumer

14. Connected Consumers Equate
Context to Better Experiences
Source: eMarketer: Mobile device users willing to share personal vs location data for potential benefits, Aug 2019 | Taboola Nielsen study on Human Attention, 2019
60%
65%
67%
68%
69%
71%
74%
75%
57%
61%
63%
63%
66%
68%
70%
70%
75%
76%
Enables a personalized service
Gives me additional functionality of service
Saves time
Gives me additional useful & relevant information
Makes my life more convenient
Gives me financial benefits like discounts & rewards
Saves money
If necessary to enable a service
Increase safety/security
PerceivedBenefitsofsharinglocation/personaldata
Consumers Attitude Towards Data Sharing
Location Data Personal Data
14
2020: Celebrating the Era of the Connected Consumer

15. Connected Consumers Embrace Contextual Experiences
Source: Adobe Study on Business Impact of Customer Experience, April 2018
Advertiser
vertical
Matched
content
vertical
Auto
Auto
Personal
care (CPG)
Beauty &
Fitness
Home
(CPG)
Home &
Garden
Health
Health
Movies
(Media)
Movies
Games
(Media)
Games
Apparel
& Acc
(Retail)
Apparel
Tech
Comp &
Elec,
Internet &
Telco
Travel
Travel
Contextually matched Not Contextually matched
Impact of Contextual Experiences on Key
Metrics
Return on Investment 1.5x
Customer Satisfaction 1.6x
Customer Retention/Loyalty 1.7x
Customer Acquisition 1.9x
Brand Awareness 1.6x
Ad Recall 1.5x
Effect of Context on Ad Recall
15
2020: Celebrating the Era of the Connected Consumer

16. The Changing Face
of Commerce
16
2020: Celebrating the Era of the Connected Consumer

17. The Evolving Online Shopping Behavior in India
7th
largest
m-Commerce market
3.26%
accounted for eCommerce sales
from all retail sales
$26 Bn
M-Commerce Sales
2018 2023
5th
largest
m-Commerce market
6.34%
accounted for eCommerce sales
from all retail sales
$94 Bn
M-Commerce Sales
Overtakes Japan
& Germany
1.94x increase
29.31% CAGR
Source: eMarketer Retail Forecasts, 2019
17
2020: Celebrating the Era of the Connected Consumer

18. 20
Source: InMobi | Festive Season Report 2019
Learn Explore Buy
Mobile In Store
Mobile Anchors the Entire Purchase Journey
62%
Role of mobile and in-store channels across the various stages of
the shopping journey
77%
67%
9%
23%
33%
2020: Celebrating the Era of the Connected Consumer

19. 21
100,000
50,000
0
150,000
200,000
250,000
Unique Mobile Sessions on Leading
e-commerce platforms (in '000)
Amazon Flipkart Myntra
2015 2019
Number of online sales events
in India
100+
<10
Impulsivity is the New Norm
Source: InMobi Network Insights | ComScore | InMobi Festive Season Report 2019 | InMobi
Research | BCG Five Surprises About How Indians Shop Online
Increasing Access to products and services have
dramatically has dramatically driven Impulsivity
Shifting consumer behaviour has led to No Buyer’s
Remorse, a significant change from long understood
consumer patterns
2020: Celebrating the Era of the Connected Consumer

20. Decoding the
Content Wave
20
2020: Celebrating the Era of the Connected Consumer

21. The New Content World Order
Breakaway to
Individualized
Consumption
Explosion of
Categories
and Formats
5x Growth in
Time Spent
on Media
Access to
on-demand
content
202
0
Single Household Consumption
TV, Print, Radio
Time Spent: 1:30 hours
Content Type:
Programmed Content
2010
2020: Celebrating the Era of the Connected
Consumer
21

22. Consumer
Behavior
Driven by micro - moments Driven by lean back moments
• Snackable Content
• Built Mobile-First The Long and
• Multi Screening on connected devices
Provider
Features • Vertical Videos Short of
• Led by SVOD
• Original Content and Vernacular Friendly
• Vernacular Friendly
Content • Personalized feed/ recommendations
• Personalized feed/ recommendations
Access
Points
Long Form Content
Short Form Content
2020: Celebrating the Era of the Connected Consumer
22

23. When Content and
Commerce Converge
As content streams continue to
explode across the spectrum,
commerce has become a
natural extension for several
publishers
2020: Celebrating the Era of the Connected Consumer
23

24. Be it apparel, F&B, or even travel, integrating content with commerce makes for compelling results across categories.
2020: Celebrating the Era of the Connected Consumer
24

25. The 2020 Voice of the
Marketer
25
2020: Celebrating the Era of the Connected Consumer

26. 26

27. Facing the Headwinds
30
34%
45%
45%
50%
73%
Inadequate Attribution Solutions
Delivering Contextually Relevant Content
Building Localized Experiences
Measuring Business Impact
A Fragmented Data Ecosystem
% Share of Marketer Votes
Top Five Challenges Marketers Will
Face in 2020
InMobi Marketer’s Survey | December 2019
In the age of hyper connectivity, marketers face
a wide range of challenges in their efforts to
connect and engage with consumers. Issues
range from data existing in silos, to the inability
to create a one fits all model due to the diversity
of the Indian market
2020: Celebrating the Era of the Connected Consumer

28. 27%
28
45%
50%
68%
72%
Marketers will go Beyond the Buzzwords of AI
and ML
Content Marketing will get a Face Lift
Delivering Localized Experience till the Last Mile
will take Priority
Building Contextually Relevant Customer
Experiences will be Front and Center
Connecting with Bharat is an Immediate Reality
Top Marketing Trends in 2020Riding the Waves
Marketers can look forward to an explosion of
opportunities in the new age of the
connected consumer. With an untapped
population coming online, shifting content
consumption behaviour, and rapidly
evolving technology, Indian marketers have
incredible room to explore.
2020: Celebrating the Era of the Connected Consumer
InMobi Marketer’s Survey | December 2019

29. Building your 2020 Marketing
Strategy
29
2020: Celebrating the Era of the Connected Consumer

30. Micro-moments led
Content
Consumption
The Need for
Context
Building for
Bharat
Changing Face
of Commerce
• Leverage location and
data- Led Audiences
• Adopt Programmatic to
efficiently deliver
contextual experiences
• Invest in Content Marketing
• Enhance Brand Storytelling
30
• Focus on downstream
metrics
• Leverage retargeting and
personalization to
enhance LTV
• Invest in new micro-
moments platforms such
as Glance
The Trend The Strategy

31. The Era of the Connected Indian Consumer is here!
The Convergence of
3Cs
Context. Commerce.
Content.
The Voice of the
Marketer
Data.
Measurement.
Personalization.
The Epic Battle for
Bharat
Mobile.
Innovation.
Vernacular.
2020: Celebrating the Era of the Connected
Consumer
31

32. Mobile Marketing Handbook 35
InMobi drives real connections between brands
and consumers by leveraging its technology
platforms and exclusive access to mobile
intelligence. Its Marketing Cloud creates new paths
for brands to understand, identify, engage and
acquire connected consumers.
Powered by
● Mobile Intelligence
● Transparent
● Always On
● Integrated
InMobi Marketing Cloud
Understand &
Identify
Engage
& Acquire
2020: Celebrating the Era of the Connected Consumer

33. India’s #1
Lockscreen
Content Platform
www.glance.com
Launch
Sustained engagement
Affinity buildingScreen-zero
storytelling for
brands
2020: Celebrating the Era of the Connected Consumer

34. Shaping
Consumer
Experiences
Driving
Industry
Innovation
Building global
thought
leadership
Ranked 3rd among World’s Top 10
Innovative Companies
2018 CNBC 50
Disruptor List
50 Disruptive
Companies
About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping
consumer experience in a world of connected devices. The group's portfolio companies include InMobi Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the
world's first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more
information, visit inmobi.com
Mobile Marketing Handbook – India, 20202020: Celebrating the Era of the Connected Consumer

35. Access the complete report at
https://inmobi.com/2020IndiaYearbook
Mobile Marketing Handbook – India, 2020 38