CHAPTER – I

MOBILE & E-MAIL MARKETING OPPORTUNITIES WITH REFRENCE TO

RETAIL INDUSTRY

1.1 Introduction:
` Mobile marketing is a marketing approach that sees brands and businesses using
a variety of techniques to promote their business, brand, product, or service directly to
mobile users. In the early days of mobile devices, mobile marketing was limited to
SMS, and later MMS. But as the technology has developed, and the reach and use of
mobile phones has grown, this has expanded to include email, mobile websites, voice-
calls, and more recently, mobile apps – with or without push notifications – social
media, and chat apps. And while the first SMS ad was sent back in 2000, many of the
newer strategies are less than a decade old, highlighting how quickly the technology is
evolving. We have also shifted from using mobile phones with a limited set of features,
to using smartphones that themselves are capable of more with each update, now also
complemented by the addition of tablet devices, and smart watches.

Email marketing is the act of sending a commercial message, typically to a

group of people, using email. In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It usually involves using email
to send advertisements, request business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased
lead list or a current customer database. The term usually refers to sending email
messages with the purpose of enhancing a merchant's relationship with current or
previous customers, encouraging customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase something immediately, and
sharing third-party ads.

The explosion of iPhone, Android, and tablet devices means that businesses
must adopt a “mobile-first” mentality or risk losing the clicks, opens, and conversions
that deliver revenue back to the business.

The digital world has experienced a mobile transformation over the last decade.
In the first thirty years since the birth of email in 1971, people viewed and interacted
 with electronic mail on desktop computers exclusively, until now. In 2019, people are
using their mobile devices more frequently and for longer periods of time than their
desktop computers. A great majority of Indians alone (95%) now own a cell phone of
some kind, with 77% of them owning a smart phone. As people continue to shift away
from desktops and towards mobile, the way they receive and consume email campaigns
naturally shifts with them.

In fact, in 2019, 60% of email campaigns are being opened on mobile devices,
compared to 10% on desktops and 29% on webmail clients. The number of smartphone
users in India is expected to grow by 15.6% to reach 337 million in 2018, according to
the report. Surprisingly, it is the highest estimated growth rate posted by any country in
the world. The key factors behind this growth are the upsurge in smartphone usage and
the demand for more affordable smartphones in urban areas.
Most retail stores are complex environments that have developed gradually over
the past fifty years. There are two levels to that complexity. Firstly, the move to the
self-service format from the service format that preceded it was a massive cultural
change. For consumers, self-service meant choice, convenience and value. However, it
also involved learning how to find their way around a new environment. Over the years,
retailers have learned how to design that environment to better meet shopper needs and
to drive sales. In the future, all of retail touch points for consumers could have a mobile
element. From the research work available in the mobile space, one can identify the
emerging applications that will enable shoppers to have richer interactions. These
interaction points enable scope for Mobile Marketing to be highly effective tool in retail
for marketers in future.

Definitions:
Email marketing is one segment of internet marketing, which encompasses online
marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except
that instead of sending mail through the postal service, messages are sent electronically via
email.
Mobile marketing is the interactive multichannel promotion of products or services for
mobile phones and devices, smartphones and networks. Mobile marketing channels are diverse
and include technology, trade shows or billboards.
 Retail is the sale of goods and services from businesses to an end user (called a
customer). Retail marketing is the process by which retailers promote awareness and interest
of their goods and services in an effort to generate sales from their consumers. There are many
different approaches and strategies retailers can use to market their goods and services

Email Marketing is also gaining huge popularity among retail marketers with improved
internet connectivity of the consumer in today’s world. Email marketing is used in a number
of ways by organizations and marketers for brand and customer loyalty building, acquiring or
converting customers, company advertisements, or for communicating promotional offers and
more.

The research was focused on primarily exploring following information: Mobile

Marketing Companies in Retail and their business areas, Marketing Platforms Tools used by
Marketing Companies in Retail, Mobile Platforms supported by Mobile Marketing Companies
and Email Marketing Companies and General Pricing .The data for the research was primarily
collected from the National Retail Federation 2013 official site and general Internet search
using search engine such as Google, Professional networking sites Linked In and Myntra.com.
Corporate web sites of the companies were explored for product offerings, pricing and
mobile/marketing platforms supported.

On analysis of data collected it was noted that Android and iOS based mobile marketing
solutions were mostly offered in the retail industry. It was also established that mobile
marketing opportunities exist in the retail industry especially in these business segments - In
store, Merchandising and Mobile Commerce. Android was identified as the most popular
mobile platforms globally followed by iOS, so it’s recommended to offer mobile marketing
solutions on these platforms. Based on the research findings, it was concluded that Email
marketing was among the most widely used marketing tool by the marketing companies in the
retail sector. E mail Marketing pricing offering is very competitive in Asia Pacific region so
most of the companies price quotation are on the average range and very similar. The real
differentiators are the service offerings and access to Email address list with demographic
details.
1.2 Objectives of the study:
The research was undertaken with the following objectives in mind:
1. To identify opportunities for Mobile marketing and Email marketing in the
Retail Industry.
2. To study profiles of marketing companies along with their business categories,
solutions and supported marketing tools/platforms in order to identify Email
Marketing opportunities.
3. To trace the growth and opportunities of the mobile and e-mail marketing in
retail industry.
4. To identify the facilitating and limiting factors associated with mobile
marketing communication in India.
5. To identify basic strategies that can help Marketers Bridge the gap between the
customers and the brand.

1.3 Scope of the study:

The study was carried out to identify opportunities of mobile and email marketing
in the retail sector and at the time asses the competition. This research was done to
collect the Information on current players/companies in mobile marketing & email
marketing segment in the Retail industry.
The data collection of the study for company profiling was scoped to following
details:
o Company Name
o Corporate Website URL
o Brief Description of the Company
o Business Segment and Solutions Offered
o Mobile/Marketing Platform supported

This data is very important for Syntellinex as they are exploring opportunities to offer
solutions in mobile marketing and email marketing with retail sector as primary target. The
finding and recommendations from the research would be used to define future strategy for the
company in respect of market scope, initial target market, and pricing strategy.
1.4 Methodology
The research design is the conceptual structure within which research is conducted. It is a plan
of action, a plan of collecting and analysing the blue print for the collection, measurement &
analysis of data. The proposed study is an exploratory cum descriptive.

Exploratory Research is designed to generate basic knowledge, clarify relevant issues

uncover variables associated with a problem, uncover information needs and define research
objectives. This research used this exploratory design to explore information on mobile and
marketing companies in retail industry. On the preliminary stage, broad sources of information
were identified and then each of those information were studied/explored in detail to find out
specific details such as product offerings, supported platforms and business solutions. Most of
the research design was based on secondary data sources.

Descriptive Research is designed to provide further insight into the research problem by
describing the variables of interest. It can be used for profiling, defining segmentation,
estimating, predicting and examining associative relationships. This research used descriptive
research design for getting exact information on price quotation on email marketing in Asia
Pacific region. This region was identified after initial analysis using exploratory research
method.

1.5 Area of the study:

The study has been conducted in Chennai city only. It is densely populated with a lot
of migrants from different parts of the country. Chennai being the capital of the city of Tamil
Nadu is one of the fastest growing metropolitans having access to financial products from both
the banking sector and postal departments.

1.6 Period of the study:

The study was done for the period of eight weeks – June and July 2018

1.7 Limitations of the study:

 Research and analysis were based only on the secondary data available from the
internet so any error in the data gathering by the original source may generate
inaccurate results.
  Non-Probability Sampling Technique was used for data collection so estimation of
sampling errors was not possible. This leads to exclusion bias on the results based
on the fact that how much information a sample can provide about population.

1.8 Chapterisation:
 First chapter is deals with Introduction, Needs, Objectives, Scopes and
Limitations of the study.
 Second chapter is gives the review of literature for related on study.
 Third chapter is gives the overview of India post.
 Fourth chapter shows the analysis and interpretation tools used.
 Fifth chapter summarizes the findings, suggestions and conclusion.
 CHAPTER – II

REVIEW OF LITERATURE

The main purpose of review of literature is going to gain the knowledge from the
previous study in related research topics. It helps the researcher to justify to framing question
and get an idea for upcoming suggestion of the study.

1.Stanley F. Teele et al [1944] had studied the marketing practices of Food

manufacturers and observed that the use of brand names is not directly related, however, to
high distribution costs because it is the intensity with which brands are promoted that
determines costs rather than their use alone. The costs of marketing differ very decidedly from
organization to organization within the same product division of the food industry. It is of great
importance to see how wide a range of marketing practices may be adopted successfully by
companies in competition with each other. The wide variety of marketing practices had
exemplified by the extent to which firms differed in the selection of types of customers.
Personal selling costs vary significantly from one industry to another, but within each industry
there is more of a tendency toward a common or typical figure. Firms of larger size tend to had
higher distribution costs in relation to smaller firms in the same industry

2. Krupka L et al [1985] compared advertising in the New England Journal of

Medicine and the Journal of the American Medical Association with the number of
prescriptions filled for the 15 most advertised drugs. They found that about a five of the 15
most advertised drugs were also one of the leading 15 drugs in terms of the number of
prescriptions filled for the five years analyzed. Ten of the 15 most advertised drugs in 1972
had advanced their ranking in terms of prescription numbers between 1972 and 1973, and two
were in the same position”.

3. Garyl L Frazier [1987] had pointed of focus of marketing practice towards the
concepts of product positioning & differentiation as ways to impact on market behavior in
current market situations. Strategic marketing practices had focused on product and market
portfolios. “In today’s scenario the globalization of market has introduced strategic marketing
practice which has produced standardized products and services as a way of creating better
values for the customers. The marketing research has also become more important in the area
of marketing practice because of the failures of new products introduced in the late fifties. The
marketing practices are highly focused on specific products or industries. The task of marketing
practice is to create and retain positive market position for the product as well as services of
the industries. They further concluded that creation and retention of positive market
predisposition and positive market behavior is achieved by the help of seven or four P’s of
marketing principles which are practiced.

4. Peay et al [1990] investigated the role of different information sources in the

decisions of medical practioner in adopting new drugs. Every medical practioner were asked
about his or her general drug adoption practices. The results had suggested that commercial
sources of information are not important to the medical practioner.

5. Williams et al [1990] had studied the pattern of prescription of the doctors in

Ontario. It was found that the increase in the prescription of any of the medicine is due to the
more contact of that particular company with the doctor. The contact with the doctors can be
in the form of one to one interactions or the benefits in the form of gift, meal or sponsoring of
seminar or conference. Further it was found that industry-sponsored seminars are important
sources of drug information.

6. Sundar G Bhardwaj et al [1991] had focused on the attitudes of customers towards

marketing practices in a developing country like India. The results of the study indicated
support for the consumerism movement while dissatisfaction with the marketing practices of
the industries.

7. Smarta [1994] observed the changes in marketing practices stressed that in addition
to devising strategies to generate prescriptions, in the new environment, the firm must devise
method to strengthen retailing. He said if retailing is not focused, generated prescriptions are
likely to get substituted by similar brands of other companies

8.Okazaki [2007] suggested that Japanese mobile Internet users could be classified into
three segments in terms of their demographics and life-styles. The literature also indicated that
mobile device shoppers might be further segmented based on multiple variables (Table A1).
The only segment that seemed to fit into the classification of mobile device shoppers were
students and young unmarried office workers, as they exhibited higher usage of mobile Internet
and using mobile pull advertising to a higher degree to search for new information.
 9. Okazaki and Romero [2010] also identified segments of dual Internet media users.
Four different Internet user segments in the Japanese market were identified: segments of
moderate fixed and mobile Internet users, heavy fixed Internet users, and two segments of
heavy mobile Internet users. Among the heavy mobile Internet users one segment were also
heavy dual Internet users, while the other segment only used Fixed Internet moderately. The
dual Internet users were of certain interest as it indicates that mobile device shopping was a
learnt behaviour from fixed Internet PC, and potentially developed by other mobile experiences
(Table A1). The results from Okazaki and

10. Romero [2010], also indicated that PC Internet might be used for recruitment of
mobile device shoppers in markets with high fixed Internet penetration and high fractions of
dual media users.

11. Richardson, [2010], thought that smartphone will help to increase the development
of mobile marketing and the ‘traditional’ phone will go down. Regardless of this, he also
implied that the most important ‘asset’ of the company is the customers.The standard definition
of smartphone is the phone which has a type of operating system, on which the users can install
applications. However, the border between the smartphones and the ‘dumbphones’ has been
become blurred recently because the socalled ‘dumbphones’ can also be installed applications
by the third party, such as widely used Java-applications.

12. Ahonen, [2010], the ‘mobile internet’ was invented by NTT DoCoMo in 1999. A
research by Yankee Group in 2009 showed that 29% of all mobile phone user accessed ‘mobile
internet’ in any kinds of browsers in the phones.There are also 1,2 billion people who use
‘mobile internet’. That is a huge number. The question is, ‘do they belong to the young
generation such as students?’. We will make the survey and discuss about this problem later.

13. Mahatanankoon et al [2005], identified valuable m-commerce operation modes

and potential consumer-based applications. Applications of a certain interest for mobile device
shoppers seemed to be content delivery (searching and receiving information about retailers,
assortments, brands, prices etc.), transaction-based (order and payment services), location
based (receiving personalized, location based and time sensitive offers, advertising, map and
route to closest store (GPS Location), finding products in-store and usage instructions). Other
mobile functions, potentially valuable for mobile device shoppers, may be memory support
(shopping lists, pictures of products and brands and bookmarks on web browsers),
administration of loyalty benefits, and sharing of information and content. This additional
functionality drives different behaviors as there are more uses for the device as compared to a
PC or Internet website. The camera function used for comparing products, scanning, or using
GPS location or using apps that augment the experience and provide additional information.
So, at times it could be a companion to another channel, for example the retail store; or it could
be the channel that a user is most engaged with at the time. The value lies in providing a
satisfying experience.

14. Research on Mobile in Retail by Global Language of Business:This research

reports contains information on the retail store – future vision empowered by Mobile
Technologies. It explores how consumers equipped with modern mobile phones connected to
the internet will impact retail stores and how anyone making, promoting or selling products in
a brick and mortar retail environment can prepare for it. This research is focused on how mobile
phones support richer, more enjoyable and more efficient and more relevant shopping
experiences for consumers.

15. Mobile Advertising –Vision by Ogilvy and Acision [2020], Mobile advertising in
2020 will be mobile directed advertising which is selected and chosen by the individuals
themselves. Individuals and not consumers; consumers remain a group or type of person which
conforms to a pre-defined segment by the brands. Individuals, on the other hand, are fully
independent, they may let you know them or part of them but they will never let a brand own
them. It is the individual who will be the pivotal player in the mobile advertising domain of the
future and the mobile device will be a technological representation of them. The mobile phone
will transform from being seen as a new personalized channel to receive advertisements on; to
a device which will orchestrate where, when and how selected advertiser’s information will be
delivered.
 CHAPTER - III
3.1 Introduction
The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. Total consumption expenditure is expected
to reach nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for over
10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the
employment. India is the world’s fifth-largest global destination in the retail space.

3.2 Market Size

India's retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by
2020, on the back of factors like rising incomes and lifestyle changes by middle class and
increased digital connectivity. Online retail sales are forecasted to grow at the rate of 31 per
cent year-on-year to reach US$ 32.70 billion in 2018.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies
have high expectations about growth of Indian e-commerce markets.
Luxury market of India is expected to grow to US$ 30 billion by the end of 2018 from
US$ 23.8 billion 2017 supported by growing exposure of international brands amongst Indian
youth and higher purchasing power of the upper class in tier 2 and 3 cities, according to
Assocham.

3.3 Investment Scenario

The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows
totalling US$ 1.59 billion during April 2000–December 2018, according to the Department for
Promotion of Industry and Internal Trade (DPIIT).
With the rising need for consumer goods in different sectors including consumer electronics
and home appliances, many companies have invested in the Indian retail space in the past few
months. Beccos, a South Korean designer brand is set to enter the Indian market with an
investment of about Rs 1.00 billion (US$ 14.25 million) and open 50 stores by June
2019.Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$ 37.68 million)
in Wal-Mart India Pvt Ltd.
3.4 Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in
India. Some of them are listed below:

 The Government of India may change the Foreign Direct Investment (FDI) rules
in food processing, in a bid to permit e-commerce companies and foreign
retailers to sell Made in India consumer products.

 Government of India has allowed 100 per cent Foreign Direct Investment (FDI)
in online retail of goods and services through the automatic route, thereby
providing clarity on the existing businesses of e-commerce companies operating
in India.

3.5 Road Ahead

E-commerce is expanding steadily in the country. Customers have the ever increasing
choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in the retail industry, and this trend would continue in the years to come. India's
e-commerce industry is forecasted to reach US$ 53 billion by 2018. Retailers should
leverage the digital retail channels (e-commerce), which would enable them to spend less
money on real estate while reaching out to more customers in tier-2 and tier-3 cities.

It is projected that by 2021 traditional retail will hold a major share of 75 per cent,
organised retail share will reach 18 per cent and e-commerce retail share will reach 7 per
cent of the total retail market. Nevertheless, the long-term outlook for the industry is
positive, supported by rising incomes, favourable demographics, entry of foreign players,
and increasing urbanisation.

3.6 EVOLUTION OF RETAIL IN INDIA

3.6.1: Pre 1990s:

 Manufacturers opened their own outlets

3.6.2: 1990-2005:
 Pure-play retailers realized the potential of the market. Most of them in
apparel segment
3.6.3: 2005-2010:
  Substantial investment commitments by large Indian corporate. Entry in food
and general merchandise category. Pan-India expansion to top 100 cities.
Repositioning by existing players
3.6.3: 2010 ONWARDS:

 Cumulative FDI inflow from April 2000 to September 2017, in the retail
sector, reached US$ 1,098.81 million. Retail 2020: Retrospect, Reinvent,
Rewrite. Movement to smaller cities and rural areas

 More than 5–6 players with revenues over US$ 1 trillion by 2020. Large-
scale entry of international brands. Approval of FDI limit in multi- brand
retail up to 51 per cent. Rise in private label brands by retail players

 Sourcing and investment rules for supermarkets were relaxed. E commerce

has emerged as one of the major segments 100 per cent FDI in single brand
retail under the automatic route

3.7 Marketing Platforms/Tools

With emergence of web and mobile channels, marketing companies are able to
new various types of marketing platforms in addition to traditional channels. These are
types of the marketing platforms that are generally offered by these companies:-

 Email Marketing: Using lists of email addresses to deliver content and

promotional offers to potential customers.

 Mobile Marketing: Mobile marketing is a “marketing method” of

promoting one’s business using a mobile phone.

 SMS Marketing

 MMS Marketing

 Apps Marketing

 Web Marketing: Web marketing is the general term for marketing

done on the Internet through Social Networking Media, Web
Advertisements, etc.

 Digital marketing: Digital marketing is the use of internet connected

devices to engage a customer with online advertising in order to
promote products and services. Internet connected devices are those
 such as web browsers, smart phones and game consoles.

 Database Marketing: Database marketing is a form of direct

marketing using databases of customers or potential customers to
generate personalized communications in order to promote a product or
service for marketing purposes. The method of communication can be
any addressable medium, as in direct marketing.

3.8 Mobile Marketing

The mobile is a constant ever increasing piece of technology that is becoming
more and more affordable and convenient for people all over the world to use, not just
using it for communication but for social statutory reasons as well.
Mobile Marketing involves communicating with the consumer via cellular (or
mobile) device, either to send a simple marketing message, to introduce them to a new
audience participation-based campaign or to allow them to visit a mobile website.
Mobile marketing is a “marketing method” of promoting one’s business using a mobile
phone.

3.8.1 Types of Mobile Marketing:

Text/SMS Marketing: Short message service (SMS) or sent to potential
customers through the mobile phone using a short code with is a short number of 4-6
digits or a short code with it the usual 9 digit number system that is referred to as a long
code. For example: Get 15% of all checked TShirts when you shop at Marks n Spencer
outlets countrywide.”
Mobile Web: 90% of mobile handsets is internet ready. This is basically
advertising on internet web pages that are supposed to be for mobile technology. An
example of platform supporting this is ‘Ads by Google’.
MMS (multi-media message service): These are messages that are sent to
customers using multimedia message service which is exactly like SMS, but can
potentially contain a picture, video and or audio.
Mobile Applications/Games: This from of mobile marketing involves have
your ads inside of a mobile application/game. Mobile Apps are little software programs
you download from an app store connected with your mobile device’s operating
platform. There’s the App store from Apple for iPhones, and similar ones for Droid and
Blackberry-based mobile devices. Apps (short for applications) can be anything from
games such as Words with Friends to specialized information and entertainment
experiences like the one from ABC News. Some are free while others have a cost
associated with them.
For businesses, building an application might be a smart way to reach
consumers in a compelling way. Whether it’s delivering company news, coupons or
specials or engaging customers around your business in some fashion (quizzes, polls,
games, etc.), you can be an ever-present icon on a customer’s mobile desktop,
increasing the chances they’ll remember you when they’re ready to buy.
Voice Marketing: These are pre-recorded messages that are broadcast numbers
from a computer managed list. IVR (Interactive voice response) is that automated voice
that guides you through your mobile provider’s customer mobile service section.
Bluetooth: It is often referred to as, “proximity marketing.” For example, if you
walk into a store using Bluetooth, and your phone’s Bluetooth functionality is turned
on, you would receive a custom message, like a text, that might say, “Special offer on
Pepsi products!” Brands can use Bluetooth technology in shelf and floor displays, too,
so the message may be from the store, or it might be from the actual brand as well.

3.9 Email Marketing

A type of direct digital marketing that uses electronic mail (also called email or
e-mail) as the marketing communication delivery method. Email marketing is used in
a number of ways by organizations and marketers for brand and customer loyalty
building, acquiring or converting customers, company advertisements, or for
communicating promotional offers and more.

Advantages of Email Marketing:

Low Cost – Communicating via email has many of the advantages of
traditional direct mail but with much l ower costs.
Speed – If you need to you can get a message out to your entire list very fast.
Ease (both for you and the reader) – For your marketing to be a success it has
to be easy for the recipient, but it helps that email marketing is easy for you too as it
means you can do it yourself.
Push – While websites and RSS are “pull”, in that the visitor has to come to
you, with email you can send your messages out, reminding and re-engaging readers.
 Personalized – The more information you collect, the more messages can be
tailored and personalized. Email also has the particularly special ability to segment,
meaning you can split people off into smaller, more focused lists.
Viral – It’s so easy for people to forward your message on to others,
spreading further than youcould alone.
Tracking – Everything from how many emails were opened, through to each
individual link click can be tracked, meaning you can hone your techniques and
improve performance
Testing – Along with tracking, you can test different subject lines, calls to
action, use of images,and so on, to further improve your results
Complimentary – Email, while an excellent tactic, does not replace your
other marketing activities but compliments them extremely well. Combining multiple
tactics can build very profitable marketing campaigns.
Opt-In – Perhaps most important, the best email lists are always opt-in,
meaning you have permission to contact the person. This permission is very powerful
and should not be underestimated.

3.9.2 Types of Email Marketing:

Direct Email:
Direct email involves sending a promotional message in the form of an email.
It might be an announcement of a special offer, for example. Just as one might have a
list of customer or prospect postal addresses to send your promotions too, so you can
collect a list of customer or prospect email addresses. One can also rent lists of email
addresses from service companies. They'll let you send your message to their own
address lists. These services can usually let you target your message according to, for
example, the interests or geographical location of the owners of the email
Email Newsletter:
Instead of promotional email designed only to encourage the recipient to take
action (buy something, sign-up for something, etc.), one might send out retention
emails. These usually take the form of regular emails known as newsletters. A
newsletter may carry promotional messages or advertisements, but will aim at
developing a long-term impact on the readers. It should provide the readers with value,
which means more than just sales messages. It should contain information which
informs, entertains or otherwise benefits the readers.
Transactional Emails:
Transactional emails are usually triggered based on a customer’s action with a
company. Triggered transactional messages include dropped basket messages, purchase
or order confirmation emails and email receipts.

3.10 Mobile Platforms:

A mobile operating system (mobile OS) is the operating system that controls a
smartphone, tablet, PDA, or other mobile device. Modern mobile operating systems
combine the features of a personal computer operating system with touchscreen,
cellular, Bluetooth, Wi-Fi, GPS mobile navigation, camera, video camera, speech
recognition, voice recorder, music player, personal digital assistant (PDA), and other
features.

Android:
Android was developed by a small start-up company that was purchased by
Google Inc. in 2005, and Google continues to update the software. Android is a Linux-
derived OS backed by Google, along with major hardware and software developers
(such as Intel, HTC, ARM, Samsung, Motorola and eBay, to name a few).

IOS:
The Apple iPhone, iPod Touch, iPad, and second-generation Apple TV all use
an operating system called iOS, which is derived from Mac OS X.

Blackberry OS from RIM:

This OS is focused on easy operation and was originally designed for business.
Recently it has seen a surge in third-party applications and has been improved to offer
full multimedia support. Currently Blackberry's App World has over 50,000
downloadable applications.
Symbian OS:
Symbian had the largest smartphone share in most markets worldwide about
two years back. However, its market share has gone down in last couple of years
because of emergence Android and iOS and lack of penetration by Nokia in smartphone
market.
Windows Mobile from Microsoft:
Windows Mobile's market share has sharply declined in recent years. Microsoft
is phasing out the Windows Mobile OS to specialized markets and is instead focusing
on its new operating system and software platform, Windows Phone. Nokia and
Microsoft recent ties up mean that new Nokia smartphones would mostly be using
Window Mobile operating system.
 CHAPTER-IV
ANALYSIS AND INTERPERTATION OF DATA
4. Sample Design
Sampling is the selection of some part of an aggregate or totality on the basis of which a
judgment or inference about the aggregate or totality is made. Generally, sampling methods
can be categorized as probability and non-probability sampling methods.

For the purpose of sample design, Non probability sampling scheme was chosen.
4.1 Nonprobability sampling:
Nonprobability sampling is any sampling method where some elements of the
population have no chance of selection (these are sometimes referred to as 'out of coverage'),
or where the probability of selection can't be accurately determined. It involves the selection
of elements based on assumptions regarding the population of interest, which forms the criteria
for selection. Hence, because the selection of elements is non estimation of sampling errors.
These conditions give rise to exclusion bias, placing limits on how much information a sample
can provide about the population. Information about the relationship between sample and
population is limited, making it difficult to extrapolate from the sample to the population.
For the purpose of this research, sample was chosen as all the participant companies for
National Retail Federation 2018 expo.

The study was carried out to identify opportunities of mobile and email marketing in the retail
sector and at the time asses the competition for Syntellinex. This research was done to collect
the information on current players/companies in mobile marketing & email marketing segment
in the retail industry especially in North America region, Asia Pacific region and Middle East
region. The companies under study were primarily scoped as all the companies participating in
National Retail
Federation 2018 expo.
The data collection of the study for company profiling was scoped to following details:
 Company Name
 Corporate Website URL
 Brief Description of the Company
 Business Segment and Solutions Offered
 Mobile/Marketing Platform supported
This data is very important for Syntellinex as they are exploring opportunities to offer solutions
in mobile marketing and email marketing with retail sector as primary target. The finding and
recommendations from the research would be used to define future strategy for the company
in respect of market scope, initial target market, and pricing strategy.

4.2 Details of Data Collection

Data is defined as facts presented to the researcher from the study of the environment.
Basically data are divided into two types.

4.2.1 Primary Data:

Primary data are collected for the first time by the investigator for her own use. For this
marketing research, price quotation on Email Marketing were collected for companies in Asia
Pacific region using following channels: direct calling and posting information request via
Email
4.2.2 Secondary Data:
Secondary data are data which are collected by somebody else. This research used
secondary data sources such as company listing at National Retail Federation 2013, information
from corporate web sites of the companies, Company Search using Linked In, various research
survey reports published on the web and general search using web search engines such as
Google.

4.3 RESEARCH DATA COLLECTION:

Research was conducted in four different modules –
Module 1: Mobile Solution Providers
Topic: List Mobile Solution Providers participating in NRF Expo 2018 and find supported
platforms.
In depth study was conducted and following details for each company were captured as part of
the research:
 Company Name
 Company URL
 Brief Description
 Business Category
 Solutions
 Supported Mobile Platforms (e.g., iOS, Android, BlackBerry OS, iPad, etc.)
Module 2: Market Share of Mobile Platforms
Topic: Find out market share of different mobile platforms globally
Internet Search was used to collect data published by different Market Research Companies to
find out market share of all the mobile platforms – Android, iOS, Blackberry, Windows
Mobile, etc.

Module 3: Marketing Companies

Topic: List the company’s participation in NRF Expo 2018 and find the Marketing Solution
providers. In depth study was conducted and following details for each company were captured
as part of the research:
 Company Name
 Company URL
 Brief Description
 Business Category
 Solutions
 Supported Platforms (e.g., Email Marketing, SMS Marketing, MMS Marketing, Direct
 Marketing, Mobile Marketing etc.)

Module 4: E Mail Marketing Companies/Pricing

Topic: List Email marketing companies from Asia Pacific region along with contact details
and pricing information.
Internet Search was used to list Email marketing companies in Asia Pacific region involved in
mobile industry. Professional Networking web sites such as Linked In, Manta.com and general
internet search were used to create the extensive list of companies. Following details were
captured as part of the activity –
 Company Name
 Company URL
 Brief Description
 Business Category and Solutions
 Pricing Information
 Contact Details
Description of Data Collection: As part of the research, following data were collected.
Detailed description is provided in the subsequent sections.

4.3.1 Mobile Solution Providers

In Depth analysis of all the mobile solution provider companies participating in NFR 2013
Expo was conducted. Corporate web sites of each of these companies were explored to identify
business solution and supported mobile platforms. A questionnaire was created as part of this
module.
A total of eighty five companies’ information was listed as part of the research with detailed
profile along with supported mobile platforms.
Some of the listed companies are as follows.
 Aruba Networks
 ARTS Pavilion
 Agilysys, Inc.
 AIRTAG
 Brother Mobile Solutions
 BIXOLON America
 Cross View, Inc.
 Cornell-Mayo
1. Company Name: Koamtac, Inc.

Company URL: http://www.koamtac.com

Brief Description:
KoamTac's creates application generation software that enables barcode scanning integration
without modification to most line-of-business applications and supports all major
Smartphones.
Business Categories:
 Information Technology
 In-Store - Scanning Technology
 In-Store- Retail Technology Solutions
 Storage & Distribution

Solutions:
 Transportation and Logistics,
 Distribution and retail,
 Hospitality

Supported Platforms:
 IPhone (iOS)
 Android
 Windows

2.) Company Name: Air Watch

Company URL: www.air-watch.com

Brief Description:
Air Watch’s secure, web-based solution provides a single, integrated view of a retailer’s entire
fleet of both corporate and employee-owned Apple iOS, Android, Blackberry, Symbian and
Windows devices.

Business Categories:
 Application Management
 POS
  In-Store
 Decision Support System

Solutions:
 Mobile Application Management
 Mobile Content Management
 Mobile Email Management

Supported Platforms:
 iPhone
 Android
 Windows

3.) Company Name: Kony Soultions

Company URL: www.konysolutions.com

Brief Description:
Kony Solutions enables companies to offer consumers feature-rich mobile applications through
the Kony Mobile Application Platform. Leveraging a proprietary Kony’s unique platform is
proven to future proof a company’s mobile investment by enabling applications to be changed
once for all channels, ensuring faster adoption of new operating systems and standards as they
are introduced while eliminating maintenance and upgrade.

Business Categories:
 Application Service Provider
 E Commerce
Solutions:
 Retail Banking,
 Retail Brokerage
 Enterprise Asset Management

Supported Platforms:
 iOS (iPhone/iPad)
 Android
 Windows

4.3.2 Market Share of Mobile Platforms

Global Market Share of Mobile Operating System:

Mobile Platform Jun-19

Android 76.03%
iOS 22.04%
kaiOS 0.79%
Samsung 0.21%
Windows 0.21%
Others 0.32%
Table 4.1: Global Mobile market share by os
India Smartphone Market Share by OS:

Android 91.32%
iOS 2.71%
kaiOS 4.39%
Samsung 0.38%
Tizen 0.29%
Others 0.25%
Table 4.2: India Mobile market share by os

US Smartphone Market Share by OS:

Mobile Platform Q3-2019
Android 46.82%
iOS 52.95%
Windows 0.07%
Samsung 0.07%
BlackBerry OS 0.02%
Others 0.02%
Table 4.3: US Mobile market share by os

China Market Share by OS:

Mobile Platform Q3-2019

Android 76.02%

iOS 22.91%

Windows 0.04%

Linux 0.20%

SymbianOS 0.02%

Others 0.79%
Table 4.4: China Mobile market share by os
Australia Market Share by OS:

Mobile Platform Q3-2019

Android 42.60%
iOS 56.79%
Windows 0.20%
Samsung 0.34%
BlackBerry 0.01%
Others 0.15%
Table 4.5: Australia Mobile market share by os

4.3.3 Marketing Compani0+ es

In Depth analysis of all the marketing companies participating in NFR 2018 Expo was
conducted.Corporate web sites of each of these companies were explored to identify business
solution and supported marketing platforms. A questionnaire was created as part of this
module.

A total of one hundred thirteen companies were listed as part of the research with detailed
profile along with supported marketing platforms. Research was conducted in view of
identifying usage pattern of following platforms by these companies.

 SMS Marketing
 MMS Marketing
 Email Marketing
 Web Marketing
 Apps Marketing
 Digital Marketing
 Database Marketing
 Direct Marketing

Some of the listed companies are as follows.

  1010data
 Avanade, Inc.
 Chain Store Guide
 Cherry
 Cisco
 Experian QAS
 First Insight
 Foresee
 Hewlett-Packard Co.
 IBM Corporation

Sample profiling was done similar to Module 1.

1.) Company Name: Vision6

Company

Company URL: http://www.vision6.com.au

Brief Description:
Vision6 is a global leader in SMS & Email Marketing and Database Management solutions. Its
award offers a powerful, on demand solution delivering automated marketing, email marketing
system analytics, online surveys, Email & SMS creation, sales lead generation and extensive
list management all within an intuitive and spam compliant framework.

Business Categories:
 Information Technology and Services
Solutions:
 Marketing
 Advertising
 Email Marketing

2.) Company Name: MailAndMine

Company URL: http://www.mailandmine.com.au

Brief Description:
They love to help businesses achieve great results and consistently grow loyalty. They cut
through the email marketing hype to ensure your business gets the best Email Software
Technology and email Campaign Support at the best price.
Business Categories:
 Information Technology and Services
Solutions:
 Email Newsletters
 Email Marketing
 Email Software
 Email Marketing Software

3.) Company Name: The Marketing Network

Company URL: http://www.themarketingnetwork.com.au/
Brief Description:
The Marketing Network is one-stop marketing & management consultancy (as well as a free
information portal) focused on finding, attracting and retaining customers for our SME clientss
Professional Services and B2B Companies.

Business Categories:
 Marketing and Advertising

Solutions:
 Marketing Strategy
 Marketing Communications
 Brand Strategy
 Website Design
 Digital Marketing
 Social Media Marketing
 Online Marketing
 Email Marketing

4.) Company Name: Internet Marketing Pro

Company URL: http://www.internetmarketingpro.in

Brief Description:
Internet Marketing Pro offers professional internet marketing services as such
SEO, PPC, SEM and Email Marketing. They have team of professionals who have the
ability to deliver the best results by bringing organic traffic to your site. They at Internet
marketing pro understand the internet very well so we have the ability to deliver the
best to our customers.
Business Categories:
 Marketing and Advertising
Solutions:
 Search Engine Optimization
 Search Engine Marketing
 Pay per Click
 Social Media Marketing
 Email marketing

4.3.4 Email Marketing Companies

A thorough listing was done for the Email marketing companies in Asia Pacific region
along with their contact details. Different professional networking websites such as Linked In,
Manta.com, etc., were used in creating the extensive list of such companies. A total of about
six hundred Email marketing companies were listed as part of this research.

Some of the listed companies are as follows –

 Vision6
 EzyMsg
 Melon Media Sydney
 Groovy Mail
 Apex Pacific
 Interact Guru
 V.Sop Design
 Pinpointe
 Blayn Inc.
 Campaign Monitor

1.) Company’s Name: Vision6 (Australia)

Company URL: http://www.vision6.com.au

 2.) Company’s Name: Nexus Mailer (Hong Kong)

Company URL: http://www.nexusmailer.com/

3.) Company’s Name: SalesCatalysts.com (Hong Kong & Thailand)

Company URL: http://www.salescatalysts.com

4.4 Mobile Marketing companies:

Business Categories/Solutions offered by mobile marketing companies in the retail industry.

Total Companies: 85

Business Categories/Solutions No. of Companies

Supply Chain Management 21
Customer Relationship Management 17
Merchandising 32
In store 59
Point of Sale 50
Information Technology 50
Supply and Distribution 23
Safety & Security 10
Decision Support System 8
Communication 18
E Commerce 6
 CHAPTER-V
SUGGESTIONS AND CONCLUSION
5.1 FINDINGS:
 Most of the companies are engaged in email Marketing. Approximately 50% of the
marketing companies are using email marketing.
 The second most preferable marketing tools used by the companies are Direct
Marketing and Web Marketing, which is about 40% and 38%.
 32% of marketing companies are using SMS Marketing.
 24% of companies listed in NRF under Marketing categories are using Digital
marketing or Media marketing.
 15% and 12% of companies are using POS and Database marketing.
 Rest of the 8% and 4% of companies are using the QR codes and MMS marketing.
 25% of companies are using the marketing tools other than these marketing platforms,
which includes
 Online Marketing
 E-Marketing
 Online Payment etc.
5.2 SUGGESTIONS:
  By analyzing the data collected from the NRF, it was observed that most of the
companies are in the Business categories of–In-Store and Merchandising. Few
companies are in the categories of E-Commerce, Decision Support System, Security
and Safety. Therefore, these are the gaps where one can be explored by new entrants.
 Android and iOS based mobile marketing solutions were mostly offered in the retail
industry
 Android was identified as the most popular mobile platforms globally followed by iOS,
so it’s recommended to offer mobile marketing solutions on these platforms.
 Most of the Marketing companies are not using Mobile Marketing .There is an
opportunity for the new entrants in this domain.
 Email and Direct Marketing is still most preferable Marketing tool in the retail industry.
 E mail Marketing pricing offering is very competitive in Asia Pacific region so most of
the companies price quotation are on the average range and very similar. The real
differentiators are the service offerings and access to Email address list with
demographic details.

5.3 CONCLUSIONS:
In 2018 alone, more than 218 billion emails were sent — every single day. That number
is expected to increase to more than 333 billion daily mails in 2022. When it comes to email
marketing, the average return on a $1 investment is $44, and email marketing is used by 82%
of B2B and B2C companies.Smart retailers know they can’t do it alone, which is why millions
of people use email marketing to create engaging newsletters that encourage conversions.

Mobile users spend more than four hours a day on their phones, and according to
Statista, mobile accounted for 52.5% of worldwide website traffic in 2018. Not only that, but
while email has an average open rate of around 24%, the rate of text message open rate in the
US is a whopping 82%.What this should tell retailers is that while email marketing is necessary
and still very effective, you should also be optimizing the use of mobile in your marketing
efforts. Just as you collect email addresses, start to collect phone numbers, as well,
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