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Innovation Innovation Case Studies

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Page 1: Converge Cs

InnovationInnovationCase Studies

Page 2: Converge Cs

Company Overview• Converge Technologies is a Mobile Content Delivery Innovator and Aggregator,

offering out of the box digital activation promos based on novel telecommunication solutions catering to the unique characteristics of the Pakistani VAS market.

• The only company, which ‘converges’ all mediums Text, Voice, Web & WAP.• Setup in January 2007 by a set of pioneers, the Karachi based company has offices in

Dubai and Islamabad.• Operates across four business segments:

Mobile Entertainment

Largest VAS content partner to operators in Pakistan including:

Mobilink, Telenor, Ufone, Warid, Paktel, etc.

Digital Services

Owns and operates web properties

Udhum.com Mobile marketing

services for many Major Brands

Web development & assisting in Media Buying services

Events & Promotion

Focused on BTL advertising & promotions – covering conceptualization and execution

Inserting digital marketing in different concepts

CRM & Voice

Developing user-friendly IVRs (entertainment, content, feedback generating)

Implementation of CRM activity for consumer-centered brands

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Strategic Global Alliances

Hungama Mobile

Management Association of Pakistan

Partnership with PAN Records, UK

The Indus Entrepreneurs

Mobile Marketing Association Worldwide

Pakistan Telecommunication Association

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GSM Partners

Inter-connect

Broadcasting Own Content

Inter-connect Inter-connect

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• Exclusive relationship with T-Series• Largest Music Company in South Asia• Gets over Rs. 200 Million worth of

publicity for its short-code on major TV networks

Bollywood Music

• Relationships with major Bollywood studio including Mukta Arts, Varma Corp, Adlabs, FilmKraft, V R films etc

• Now has an exclusive tie up with Sony Pictures International for entire catalogue, including James Bond, Spiderman, Zorro, xXx etc

• Also tied up with Warner Bros International

Imagery

• Relationships with major Bollywood studio including FilmKraft,V R Films, Varma Corp, Excel Films, Mukta Arts, Shah Rukh Khan productions

• Video from Warner Bros & Sony Pictures International

Videos

Games

• Have access to over 800 titles on a revenue sharing basis with different developers

• James Bond, KRRISH, Don, Spiderman and over 100 branded Bollywood titles

Major Content Relationship

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• Exclusive relationship with Download World

• Largest Music Company in Pakistan with digital rights

• All Pakistani Urdu, Pushtoo, Punjabi & Sindhi songs

Pakistani Music

• Major Pakistani Models collection for Mobile Downloads

• Popular artists’ album & videos digital content

Pakistani Imagery

• Partnership with Pan Records, UK • Partnership with CNBC, Vibe and other TV

Channels

Pakistani Videos

Islamic

• All major Naat Khawan• All Major Quaris• All Major Scholars for speeches

First of its kind in Pakistan

Major Content Relationship

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Across 21 countries in South Asia, Middle East & Africa

Hollywood ContentSony Pictures, Warner Brothers, Disney & Dreamworks

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Bollywood Content• Sunday• Jaane Tu Ya Jaane Na • Jodhaa Akbar • Halla Bol• My Name is Anthony Gonzavles• Anamika • Ek – the Power of One• Taare Zameen Par• Om Shanti Om• Marigold• Rouge• Darling• Bhool Bhulaiyaan• Dil Dosti, etc• God Tussi Great Ho• Khoya Khoya Chand• Jab We Met

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Pakistani Content– Raeth’s New Album– Aaroh’s New Album– Fuzon’s New Album– Karavan’s New Album– Mehdi Hassan’s Last Sung Pearls– Godfather Content

• Sindhi Singers– Shaman Ali Mirani– Manan Kan Yaar – Saeed Tunio– Shahryar Ali– Asif Khial– Manzoor Sakrani

• Pashto Singers:– Khayal Mohammad– Rahim Shah– Zeek Afridi– Haroon Bacha– Fiza Fayyaz– Gulzar Alam– Khalid Malik– Anwer Khayal– Visal Khayal– Waqar Tanoli– Sarfaraz Khan– Zeb Khan– Humanyoon Khan– Khalid Khan, etc.

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Islamic Content• Khalil Warsi’s religious content, including:

– Owais Raza Qadri– Furqan Qadri– Farhan Qadri– Rehan Qadri– Ali Seharwardi– Ghulam Mustafa Qadri– Faisal Hassan– Imran Sheikh Attari– Umme Habiba– Sabeeh Rahmani– Abdur Rauf Rufi– Tasleem Ahmed Sabri– Rashid Azam

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Our Interlinked MediumsOur Interlinked Mediums

SMSYour Short Code

Push Services

Contests

Ring Tones

Clips/Themes/Wallpaper

WAPwap.yourbrand.comMMS Clips

Ring tone/Theme

Chat & other services

IVR0900/0800-Your Code

0900 Contest

Push Ring tones

Songs Special Occasions

Webyourbrand.com

Platforms/Themes

Premium Content downloads

IPTV

Song Dedication KioskBrand Activation

MMS / Song Dedication

Ring tone/Theme/Wallpaper/logo

Bluetooth / IRDownloads

Music/Jukebox

Logos/wallpapers

Premium Content

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InnovationInnovation

Case FilesBanking Sector

– HBFC– HBL– Faysal Bank– ABL

Our Retail Brand– Web– Retail Shop Application– Udhum Live in Karachi– Udhum Branding– Kiosk

Telecom Sector– Mobilink– Telenor– Telenor Music Kiosk– Warid– Ufone– Paktel– PTCL Website– Wateen

Unilver Pakistan Ltd.– CGLSA – 2007– LSA – 2008– Cornetto Flip & Win

Engro Foods Ltd.– Olper’s Ramadan Campaign– CRM Campaign

Television Channels– Partners with 18 Channels – QTV IVR– Content Co-branding with ARY– Other Channels

Lakson Tobacco– IVR Services– Upcoming Activations

LG Mobile– ITCN 2007 – LG Shine Launch– Full Retainer-ship Technology Partner

Nokia (International) Music Phone Campaign Digital Content Provision

Kindly follow the above links

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• The objective was to enhance the already established Fashion image of Lux Style Awards into a new innovative, interactive medium thus setting new standards

• Collapsing the boundaries and extending its reach Globally

• We Provided with the Solution of Voting via SMS for favorite stars

• Entries entered into ballot from which winners were selected

• Three all expense paid trips to be at CGLSA in Malaysia were up for grabs as the Prize

• It resulted in more than one lakh SMS• CGLSA acted as a trend setter for new media

voting in Pakistan

Voting & Content Services

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Lux Style Awards - 2008SMS• Converge will acquire the short code “LUXSA” (58972) on your behalf

– The flow would be a five-step voting process containing voting on 4 popular awards, in return the participants would be able to win tickets to the event as well gift hampers

IVR• Free LSA Hotline

– This would be a toll free number accessible nationwide– By completing the voting process, the participant would have a

chance to win lucky draw prizes and tickets to the eventWeb/WAP• The portal would contain interactive LSA voting process as well online

streaming of clips, including digital content Kiosk• Two types of Kiosks would be provided:

– Mobile: These would be for Apartments, House buildings—all over Pakistan

– Static: For shopping malls like Park Towers, Forum, Millennium—all over Pakistan

– There would be 6 Kiosks all over Pakistan (3 for Karachi, 2 for Lahore & 1 for Islamabad)

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Flip & Win Competition

• SMS: – 3-part SMS redemption campaign on

92557 to win free balance, weekly prizes & chance of winning concert tickets

• IVR: – Present on all mobility operators with

call for action to record the Cornetto song to perform with Jal

• Web: – Present with call for action to register

and get a chance to attend Fan Meeting• Kiosk:

– Present with call for action to record the Cornetto song to perform with Jal

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Interactive Experiences

Culminated 50,000 interactions in just 30 Days

Digital ActivationBack

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CRM Solution• This CRM Solution would cater to all the brands of Engro

Foods in reaching out to their consumers and keep a long term contact system intact

• The sub sections of Engro’s CRM application are described below:

1. Brands

2. Dashboard

3. Profiler

4. Referrals

5. Events

6. Scheduler

7. Activity Planner

8. Community Builder

9. Notifications

10.Feedback & Comments

11.Reporting

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Partners with 18 Channels• Exclusive Partners with ARY

– ARY One– ARY Digital – Fashion TV– The Muzik– QTV– Nickelodeon– FM 106.2

• Exclusive Partners with ETNL– Hum TV– Masala TV– Children (New)– Music (New)

• Exclusive Partners with KTN– KTN– KTN News– Kashish

• Exclusive Partners with AVT Khyber

– Khyber TV– Khyber News– K 2

• Exclusive Partners with Vibe– Vibe– New Pashto Channels

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IVR• This was done in order to increase the

awareness of QTV as a channel designated to religious needs and provide interactivity with audience by answering their queries

• We prepared an Islamic Voice Portal (IVR) number for audience of all ages to listen to Duas and provide religious remedies

• Areas covered:– Specific Duas relating to Ramadan– Tib-e-Nabawi (Duas for health by the Prophet {SAW})– Quranic Ayats with translation, Hadiths

• QTV gained a competitive edge amongst other religious channels using this medium

• Top of mind awareness was created

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Co-Branding• We co-branded with ARY Digital in

launching premium content with call for action to attend and movie premiere and meet the stars for the following:– Meet SRK on Om Shanti Om’s

Premier– Meet the cast of Godfather on their

Premier• For participating, send SMS to the short

code to avail this opportunity• This increased hype of the television

channel and viewer ship increased as well

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Shahrukh Khan on ARY

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Godfather with ARY

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Interactive Services• We are providing the following television channels interactive

services including:– Live Chat, Polls, Views– News/Sports/Weather Alerts– Competitions on SMS/WAP– Dedication through SMS/IVR– Marketing the local content on the international level

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• We offered Philip Morris (widely known as Lakson Tobacco) with an IVR Solution

• To increase customer loyalty and brand recall through a unique means of marketing that would differentiate PMI and its brands from competitors

• Outbound calls were generated during the season of Eid via IVR• Recipients received branded Eid greetings along with giveaway

offer• Recipients also received SMS in Urdu • In response, the collected data was verification • Received High response by targeted consumers as a result of

gift incentive

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Upcoming Activations• Due to several bans on the tobacco industry, they

are limited to advertised on very customized mediums

• ATL and most of the BTL is banned for them• Unless the company is sure that the user is a

smoker, they can’t promote their products• Here is where Converge comes in and are

providing customized solutions for them• The services range as following:

– Data Collection– Outbound dedications & promotions to the

accumulated data– Innovative & CSR campaigns for smokers

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Participant’s Profile

Random participant

picture

Personal message from

Participant

Top 10 Participants

CountdownDirections

to vote

Text to Win the latest Shine Set

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ITCN Asia 2007ITCN Asia 2007

• The three day event raked up 18,000 SMS entries in total

6:30pm4:00pm11,6213

6:00pm3:15pm4,6572

5:10pm3:30pm1,5761

End TimeStart TimeVotesDayFirst Trial

Pure Corporate turnout of 2,000

Mixed GatheringTurnout of 9,000

LG Hype BuiltTurnout of 15,000

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Customized Brand ActivationsCustomized Brand Activations• LG is sharing their marketing plan with

us, and we in response are coming up with customized digital activations for them, giving innovative ideas to insert digital campaigns along with their product launches and events

• For example:– Launch Events– Redemptions campaigns– Contests & Competition– Lucky Draws– SMS to Win, etc.

• Look out for LG Viewty Launch and introduction of LG Club

5454

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• The campaign was started to promote to the ring tone of Nokia attached with their music phone

• Radio advertising was done to download latest ring tones of Nokia and win free Nokia 5700 sets.

• Upon sending an SMS free polyphonic / mono tone were sent to the participants mobile phone

• We received immense participation from the masses

• Database of numbers were collected to be utilized in future marketing campaigns

Ring tone Campaign

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Nokia USA

• In order to make Nokia phones more customized and personalized to meet the needs of the end user, we are partnering with Nokia USA

• Embedding contents in higher-end Nokia phones

• Content includes movies, songs, video clips and ring tones

• This would result in geographical dispersion of embedded phones accordingly to the targeted segment

• Nokia phones re-positioned and brand image is reinforced

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• In order to stretch their customer magnitude and recover the loan payments in minimum time, the Reminder Broadcasting Services was introduced in Phase I

• To accrue the database of present customers in order to update and improve customer communication through a reliable medium, in Phase II:

– SMS based Query Helpline: A two way process communication between customers and HBFC

– SMS Tracker: This would be used to sign up all the new registrants to HBFC

4232In response the customer

would get contact info, Annual period of loan,

remaining period of loan and last date for

payment, etc.

These codes would beadvertised in print, all HBFC forms, brochuresand pamphlets

• INFO• SMS-PIN <space> APL• SMS-PIN <space> RPL• SMS-PIN <space> LDP

Send to 4232

Two Way Communication

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• To vitalize the new brand image of HBL, ring tone download was added in their marketing campaign

• Making the HBL customer a part of HBL Brand World

• We provided the services of digitizing HBL ring tone for the mobile medium

• Two ring tones were created so that both basic and top end phones could be catered to (monotone & polyphonic)

• Advertisements through ATL & BTL – SMS sent to the short code to download the tone

• The campaign generated more than 80,000 SMS, making them successful in reaching out to their end customer

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• We are providing the following services to them:– Short Code services

for: • Transactions Alerts• ATM Usage, etc.

– Mobile banking services as described on the left

Example Short Code

39725

Quick Balance Inquiry

Balance Sheet

Branch/ATM Locater

Cheque Book Order

Call Center

Stock Exchange Alerts

Loan Information

Easy Billing

Transaction Alert

Transaction Check

Mini-Max Alerts

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• We offered them a complete web solutions services

• Including:– SMS Alerts– Branch Care– ATM Locator– Web banking Solution

• Quick Balance Inquiry

• Transaction Check• Call Center• Cheque Book Order• Easy Billing• Loan Information• Stock Exchange

Alerts• Mini-Max Alerts• Cheque Tracker

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UdhumPortal• The First ever Interactive portal catering to massescontaining latest, legal mobile content. • We are aiming to become every mobile phone user's companion; the company is the first ever of its own kind to bring about a revolutionary form of entertainment to the Pakistani market.

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Udhum Shop• The concept of retail marketing for the

Udhum brand revolves around the fact that most people in the Pakistani market are acquiring their mobile contents (ring tones, wallpapers, themes, games, etc.) through different retail shops rather than downloading from operators

• This is because of less penetration of GPRS, only 1M users have it activated

• Due to the easy to reach and use content, mobile users prefer this medium

• This caters to a huge untapped VAS market

• The application of Udhum Shop not only has branding space but an inner intelligence of reporting about mobile statistics real time from market

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More than 100,000 items and 1,300 Mobile Phones in 100 towns!

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Pakistan’s First Retail Download Network

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UDHUM Sub-FRANCHISEEMain Abdullah Haroon Road

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UDHUM Artist Ghulam Farid Sabri inaugurated the service

Udhum Digital Loop on display with

music and videos

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Udhum Branding

Udhum is not onlyan entertainment website but a branding portalwhich includes:• Co-branding Opportunities with mega stars and movies• Retail Shops• Kisoks• IVR

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Udhum Kiosk

• Retail branches of Udhum would soon be live all over Pakistan, which would be revolutionizing the content industry with easy to reach and user friendly consoles

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Mobilink

• We are providing the following services to them:– Song Dedication on

1700 & 1701 IVR– Pashto IVR on 555– Web Content

Backend– WAP download

site

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Telenor• We are providing the

following services to them:– Song Dedication on

1700 IVR – Ring Back Tones

(RBTs)– Web (Content

backend) – Text/Bulk Broadcast

(for Ring tone promotions)

– Digital Kisok

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Djuice Music Kiosk• The kiosks are owned by Telenor

and will be placed in high traffic areas (including Telenor outlets)

• All management of the content is being done by Converge Technologies itself

• An estimate of a minimum of 100 customers per day at each kiosk is expected

• The target market for Telenor is all sections of society namely (section A, B, and C)

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Kiosk Screen Capture

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Warid

• We are providing the following services to them:– Song Dedication on

1700 IVR – Islamic IVR Portfolio

on 786 – Ring Back Tones

(RBTs)– Text/Bulk Broadcast

(for Ring tone promotions)

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Ufone• We are providing the

following services to them:– Song Dedications on

888 IVR – IVR Portfolio on 777– Web (Content

backend) – Text/Bulk Broadcast

(for Ring tone promotions)

– Ring Back Tones (RBTs)

– WAP download site

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Paktel

• We are providing the following services to them:– Text/Bulk Broadcast

(for Ring tone promotions)

– Ring Back Tones (RBTs)

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PTCL Broadband Portal• To cater to the broadband users

of PTCL and providing them with an entire entertainment portal encompassing all aspects of entertainment:– movies, – songs, – religious content – Sports alerts, – Mobile content, etc.

• This would reposition the PTCL brand name as fun, modern and up-to-date

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Services to Wateen • We will be providing Wateen

with an array of interactive services as their technology partner

• This would include:– Rich Content (Movies,

Music Videos, Teaser Clips, etc.)

– Digital Content (Relating to mobile content—ring tones, games, high-end clips, etc.)

– SMS/Web/WAP/Kiosk services

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Advantages of Interactive Marketing• Interactivity is getting extremely popular,

drawing the masses to the promotion being done• Such campaigns are self revenue generated

campaign, redefining the way you interact with your customers

• Database accumulated for future usage• Increasing:

– Interaction among your customers– Brand Recall & Perception– Brand Loyalty– Customer interest– Repurchase of same brand

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The ConvergeAdvantage

In a business where relationships are key, Converge holds all the aces

PTA Agreement• The Only Pakistani Company to hold the

VAS License

• We are bringing the copyright issue to lime light

Relations with operators

• Extremely strong relationships with all the major telecom operators, who consider Converge as a trusted partner in their business

Content Distribution

• Converge has the largest Content Distribution catalogue in Pakistan with regional as well as international content.

Industry Knowledge

• Profound knowledge of the entertainment industry and strong relationships with key players in that industry

• Well positioned to tap into future categories such as Mobile TV with its relationships

Business synergies

• Unique synergies with other businesses and web properties like Mindshare, Pak MediaCom, Contact Plus and Contract Advertising

Catalog: International & Regional

• Exclusive for 13 Indian record labels

• Sony Pictures & Warner Bros (Extra TV)

• 121 content alliances

Triple Play Distribution

• Distributes content across mobile, Internet, Broadband, IPTV and Cable

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InnovationInnovationJoin the Digital Revolution!