I -Wallet

Shop. Save. Pay. With your phone

By Section 1 Group No.VI

Devina Varma
(P301413CMG310)
Gajanan
(P301413CMG311)
GajanandKumar R Sharma (P301413CMG312)

Gaurav Punj
Hetal J Samani

(P301413CMG313)
(P301413CMG314)

Contents
Introduction, Summary and Background
Market Summary
Market trends
SWOT Analysis
Competition Analysis

Product/Service offering
Mission
Segmentation, Targeting and Positioning
Porters Generic Strategies
Porters 5 Forces Analysis
4 Ps of Marketing
Control

Introduction, Summary, Background

Proposed initiative to eliminate cash, plastic currency and leather
wallets by making use of smart phone and NFC technology.

Customer to hold the device up to the payment terminal, which

makes payments particularly quick, convenient and secure.
To use the smartphone funds account, customers must have a
digital O2Wallet and use a NFC-enabled smartphone.
About one in every four smart-phones is expected to be NFCenabled by the year 2014.

 Target Market : Urban youth and business executives who use smart
phones and are always on the go

Find handling cash an inconvenience and prefer other modern means like
debit/credit cards ,net banking etc
Geography :

Market Trends
The major users of smart phones are in the age group 18- 24 years and the
next major users lie in the age group 25 to 40 years.

SWOT ANALYSIS

Competition Analysis
Debit cards
Credit cards
Internet banking

Traditional modes of payments i.e. cash and cheques.

Product/Service Offering
Send money from anywhere through O2Wallet Tap and Pay service.
Customer can track the payments and reciepts through instant
notifications.
Loyalty card redemption to frequent users of this technology.

Mission
We are committed to be at the foremost to bring innovations in banking and
provide safe, secure, fast and comfortable banking solutions to our
customers with each of our unique and customer oriented services.

Segmentation, Targeting and Positioning

Segmentation and Targeting:
Tier-I and Tier-II cities

VALS Segmentation:
Successful and goal-driven people

: Achievers

Young and impulsive buyers

: Experiencers

fun-loving people buying products which emulate wealth : Strivers

Positioning:
Safe, efficient and better cashless alternative to the present system.

Porters Generic Strategies

Focus: The product targets specific psychographics spread across the
demography based on the need for a single platform encompassing multiple
payment channels.

Differentiation: The major differentiating factor is providing the customer a

unique cashless facility wherein a mobile is all they need to make any sort of
payments.

Porters Five Force Analysis

4 Ps of marketing - Product
The product consists of the following components:
A smart phone having NFC feature
An O2 wallet and an O2 contract
NFC SIM or UICC
How the product will reach the customers?
The customers will come to the bank branches to sign up for the services,
providing their account details and other details like the number to be
programmed in the SIM.
The bank will then collaborate with the MNO to have the customers new
SIMs programmed with their new numbers.
The bank will mail them the SIM, personalized with the customers
account information as a part of preloaded application.

4 Ps of marketing - Price
Cost of transaction on customers-

: Nil

Yearly Maintenance Charge on customers

: Nil (For initial 3 years)

Cost of transaction on Retailers

: 0.8 Percent

Cost of SIM on retailers (as charged by MNOs)

: Rs 49

4 Ps of marketing Place
Pilot project - Hyderabad and Mumbai

Reasons :
High population Density
Large retail Transaction

Larger technology knowhow among customers like IT employees.

Young working population including both men and women
Higher literacy rate
Many educational institutes and colleges.
Higher Per Capita Income

4 Ps of marketing - Promotion
NFC Posters
NFC Tags
Promotions with schedule
Promotional Alliance

FLOW OF PROMOTIONAL ACTIVITIES

1st 4 Months

2nd 4
Months

3rd 4
Months

Shown by Region A in the Dr Rogers Curve.

Banners would be placed in various locations
70 Retailers provided with free upgradation of their EVM terminals with
NFC POS
NFC tags to be sticked IT industry employees targetted- Stalls in 10 IT
companies twice in 2 months intervals
Pamphlets

Sponsoring 4 Major College Festivals

Stalls at about 15 colleges
Few more IT companies to be targetted
Print Media advertisements in local papers
Alliance with MNOs to ask their customers for NFC SIM

Print Advertisements
Televised Advertisements
Promotional NFC Vouchers Distributions to existing customers

Financial Objectives (BEP)

Revenue & Cost Trend (In INR)
800000000
700000000
600000000
500000000
400000000
300000000
200000000
100000000
0
1
Cost

2
Revenue

Years----->

Control
Regular Feedback
NFC reward Points

New service providers

New Applications of NFC Technology