Kart-O-Drug Online

Team: Batman & Robin

Market Snapshot
900 million mobile users out of which 400 million devices are internet capable (around 250 million
Internet users)
The figure will increase to around 330 million by the year 2016
PC penetration in India is very less i.e. 5%
1 in every 6 Indian has a smartphone
Smartphone users are expected to rise to 500 million by 2020
Smartphones have become more affordable in the recent years due to the entry of Chinese players
More than 70% of the sales comes from mobile devices for major E-commerce sites in India

The Two Alternatives

Mobile
Optimized
Website
(MOW)

PROS

Mobile
Application
(MA)

PROS

A Customer browsed Flipkart looking

for
a
bedsheet
for
his
new
home.
He
Here is an excellent example of how
didn't end up buying it at that point.
Flipkart has just about touched the
But,
a day later
Flipkart
him
this
Well, that
was interesting,
Not bad,
Flipkart. Not bad sentSMS
and push
but he wasn't convinced.
surface
with
personalisation.
at all!!
notifications have eight
CON
CON
So thenotification
next day, he got
6 days after the first
times higher response
Experience of browsing a website meant
for a desktop on your mobile device:
Potential loss of customer due to bad
interface.

Mobile sites can be created with

responsive or scalable design, or a
separate sitecan bebuilt specifically for
mobile devices.
A mobile website, never needs to be redownloaded and installed

this!

Only having a mobile website are that

notification, Flipkart sent
sites dont always have the same
functionality as apps, and they
require
an
him
another
reminder.
internet connection as well as a large
amount of data transfer to be used.
This is why many banks offer a mobile
banking app that delivers basic
information and functionality, even
though most of what is in the app can be
done via their website.

Large amount of pre-loaded data and

much more functionality,
Push notifications feature which helps in
notifying of special deals and new
products.
Personalized experience can be provided
by making use of hardware like Camera,
contacts & location, etc. and through
notification
Conversion rate through app is higher
compared to websites

App consumers
design is a longer
and more expensive
from
compared
process than designing a mobile website.
to emails.
Apps are for high degree of online
customer interaction and engagement is
required.

Apps will also require updates and

changes so that the customers get notified
accordingly.

Our Solution: Hybrid Approach

Builda mobile friendly site
Step 1: We should start with
expectation

A user
withisPush
an
iPhone
is
more
likely
to
The
world
now
awash
in
data
and
we
Engagement
Notifications
Stepsee
2: Make
sure a
that
it is frequently
updated
to be
fast,
spend
than
value
Samsung
Galaxy
can
consumers
in
a
lot
clearer
efficient
and work Feedback
well on multiple
devices
Reminders
Reengagement
user, add this to your recommendation
ways.
Language
suggestions.
Dataand
miningtailor
Voice
search
Locationengine
packs

Step 3: Factor out how many sales will need to take place each
- Max Levchin, PayPal co-founder
month
through
a
native
app to pay for its
development
Offline
Automated
Automated
2
Personalize
Lists

functionality

Delivery

step payments

Step 4: If that seems feasible, building a native app to offer

alongside the responsive experience is a great idea.

How to go about it!!

Recommendations
Development
& Business considerations
Year 0:

Target
Designing
Create
Audience:
specific
enough
All
Using Use
campaigns
value to
smartphon
Cases
to
to promote website
Launch
mobile
optimized
make a goes users
check
mobile
in a test
market.applicatio to app for
( with and
various
your
withoutTake scenarios
n and
feedback
and
work
on
its
mobile
Internet
investing
customers
or
pack! ) shortcomings (UI
in SEM

Once
MOW live,
it's
Primarily
Deliver a
immediate
for
highly
ly
delivering
graphical
viewable
serverand robust
by anyone
based
user
who visits
informatio
experience
thesales
URL
Once
the
average
return
n.
with
a
reach 40-45% , launch Mobile
mobile
Application across all platforms
browser.

Year 1-2:

Decision
to develop
app for
more than
one mobile
operating
system or
device.

Mobile
apps
require a
submissio
n approval
process to
be
featured
in app
stores.

Year 2:

People
tend to
download
apps for
things
they do
regularly
or for
things
that tie
into their
lifestyle

Paid vs
Free:
Make the
app free
for free for
iOS for
first three
months

Increase
brand
engageme
nt
activities:
Planned
activities
and
campaigns
to be made

website
analytics:
iOS /
Android
users
ratio?

user interface operates

independently of webdelivered interface
elements, so some or all
of your app may be used
when Internet or Wi-Fi
is not available.

responsiveness)
When Kart-O-Drug has
Release the MOW for all the
Promote MA using various
established itself in the market as
customers with constant updates
attractive campaigns using inbuilt a specialized player; Desktop
and maintenance
platform apps
websites would be shut down to
Evolving web technologies
reduce
maintenance
costs
Factor
out
howare
many
sales these
will days Tie
updevelopment
with OS to circles.
prove Kart-OHTML5
and
CSS3
hot topics
in web
The mobile web
will be
the
need
to take place
each
month evolveDrug
application
pre-installedWhen
on combined with
major
beneficiary
as these
technologies
and become
more commonplace.
Resources and data can
Look at
through
native
app rates
to payand
forbetter
its connectivity,
be stored locally in a
improvingadata
transfer
the devices the divide between web and mobile app
your
mobile app, and the
experiences will continue to narrow.
development
company's

Search Engine Optimization

While a good portion of mobile website visits are destination-driven, mobile search continues to grow
rapidly, and local search is even more important considering the nature of mobile searches. A mobileoptimized website can be found and visited from a standard search, and you can even expand your paid
search campaigns to target mobile devices. If you do offer a mobile app, it's a good idea to provide a link
to it from your mobile website.