1. Driving Value through Customer Engagement Srinivas Gopal Jan 16 th, 2009

2. Creating Value through Tangible Engagement Engagement is key Understand interests/usage Non-Intrusive, Opt-in Participative, non-imposing Creating New Inventories Monetize Engagement

3. Case Study I: Idea Mobile Magazines Indian Magazine Fact File The Indian print industry is expected to reach $5.2 billion by 2012 from the current levels of $ 3.2 billion* 47000 Magazines registered, 100 Mn Readership as of 2005** Few 100 B2B, rest all B2C** Magazine advertising in India is expected to grow by 20 percent to $302 million in 2008 ** Hindi magazines dominate with 44% of the market share, English only 21%*** * Indian Readership Survey (IRS 2005) ** International Federation of the Periodical Press, 2007

4. Publication houses - Challenges Growth & Penetration Distribution Lack of Interactivity Mobile Media – Opportunities More Indians logon to the Internet using their Mobile Phones Mobile as a media is the backbone of all interactive media Widest reach across any media Reach equivalent to any comparable media (Print or TV with less fragmentation)

5. Creating new engagement platforms : Idea Mobile Magazines Stories / articles are easily navigable Interactivity possible – comments / feedback, voting, forwarding to friends etc – Extensible to advertising brands Search / Downloads of rich media is possible

6. Case Study II : IDEA – MTV Roadies Powered by 6 year “Reality Show” franchise Large and growing fan base – TV, Online Youth Target Audience National Footprint, Mass Market

7. Engagement through participation: IDEA“10 Tasks to Glory” Challenge Audience Engagement Audience Monetization

8. Case Study III IDEA SMS2.0–SMS Editor as a platform for Engagement and Interactivity While message is being sent, teaser blows up into full screen giving the entire screen area to the advertiser to communicate with the user IDEA SMS2.0 window showing contextual ad. This is targeted to the user’s demographic profile (gender, age, location) and content interest areas. Ad banner stays when message is being composed Click to Call Click to SMS Go to WAP page Full Screen Message with interactivity Options. These could include:

9. Creating Value through Tangible Engagement Engagement is key Involve the customer Non-Intrusive, Opt-in Participative, not imposing Creating New Inventories Follow the customer

10. Thank You Srinivas Gopal GM, VAS Marketing Idea Cellular Ltd srinivas.gopal@idea.adityabirla.com