Out-Of-Home advertising is viewed as a major, competitive advertising medium. It is a way to encourage more interactivity with the consumer. Advertisers, also consider outdoor to be a very cost-effective medium, for its high exposure that comes at a relatively low cost. It is also a medium that has been re-defined in the last decade, as it has leveraged newly-available technologies and formats. One such format is Bluetooth marketing. Companies are embracing the concept of Bluetooth marketing in OOH because it can help to create a call-to-action. This unique medium has been able generate ROI in the Outdoor displays by enabling interactiveness to the ads. For years people have been skeptical about this format and its usage in the Outdoor sector, but Equifone, a Mumbai based company seems to have found the way to cater this medium into Outdoor. More on that with Anshuman Sharma, Vice President, Equifone.
Excerpts from the interview are as follows:
1. Can you please give us an insight on your company, Equifone, and it’s USP with Bluetooth in the OOH media?
Equifone has core competency in the area of wireless technologies. Our technology team (which works on the latest cutting edge technologies) and market research team (which works on latest market trends and needs) work together to create innovative products, services and solutions. We work on all wireless technologies including GPS, GPRS, NFC, RFID, Wi-Fi, Bluetooth etc., in fact we are using many of the these technologies in BEST buses. We have created Bluetooth Banking for Indian Banks. We are also the creator of largest Bluetooth network in India and one of the biggest internationally.
Bluetooth in OOH is beneficial in creating interactive media, which means that brands can interact with 50 lakh consumers in Mumbai, every day, in real time. Bluetooth empower consumers with two way communication, which allows them to interact and pull infotainment content free. Brands would also be able to give location based information and advertisements.
2. Recently, you have won the BEST buses advertising contract. What kind of innovations can we look forward to?
With BEST buses we are creating Interactive Media Infrastructure (IMI). This media would enable corporate and organizations to build their brands, promote product, interact and receive feedback from consumers in real time. This medium would also allow them to distribute multimedia mobile content to consumers including mobile applications. One of the most interesting aspect of this media is the location based promotion and advertisements. Commuters would be able to view and receive information (advertisement, promotions etc.) on their mobile phones based on location of the bus. Our creative team is working to introduce new media innovations, which would be launched in coming months.
3. How did you come across this idea of converting the BEST buses into a Bluetooth zone?
We already have our service Bluemagix (Bluetooth based infotainment content distribution on mobile devices) in most of the prominent malls, multiplexes, retails stores in major cities in India. We are also present in several temples like Mahalaxmi, Siddhivinayak, Mumba-devi etc. Our experience with this media allowed us to design Interactive Media for metro cities in India. We discussed this concept with several media companies and professionals and fine-tuned it to perfection. BEST undertaking being the best urban transport network in India was the best place to launch our Interactive Media.
4. Can you please throw some light on the mechanism and the maintenance which would be required for converting the buses into Bluetooth zone?
The system consists of two 23 inch LCD screens, one wireless access point, four speakers, one GPS-GPRS device, RFID reader (if required), one route selection keypad and one CPU. All systems are integrated with embedded technology. Content is updated online through content management server. LCD screens and wireless access points work in co-ordination to display and distribute content to commuters.
Our teams are in place to start the implementation of the system in BEST buses.
5. Please share some details about mobile software-MOBILEJI.
Mobileji is a location based service with an application for mobile devices, which can be used for location based information, live information, downloads BEST information and other infotainment content. The content can be updated using Bluetooth, GPRS or SMS. Mobileji application is equipped for context based advertisements. Four more unique services and utilities are under development for mobileji users, which would be launched within two months.
6. What will happen to the buses which already have the screens from Emnet Samsara?
We would be installing our systems in all 5000 buses of BEST Undertaking. The installation would start from AC buses.
7. How does the media owner react to the same? Are they willing to have a PVI (possibility to see) determine their media worth?
All consumer brands would use this medium for their advantage. This medium would allow them to interact with 50 lakh different consumers, every day, in innovative ways. We are experiencing a lot of enthusiasm, for this medium, from retail brands, consumer durable brands, healthcare brands, technology brands and many other consumer oriented brands. Media Planners and Media Buyers are also showing huge interest in using this infrastructure in innovative ways.
8. What will be your marketing strategy for the same and which segment of the Industry are you looking forward to, as your TG?
This media would be interactive, using LCD screens for displaying information and "Call for Action", while they can use Wireless zones for real-time interactivity with brands. We would be communicating with all national and international brands, organizations, media and advertising agencies for partnership. We have a quality team of media experts and marketers to take on the market. All consumer facing brands and organizations would be the major user of this medium.
9. What are your future plans, and how do you keep up on the Industry’s knowledge?
We plan to create the similar interactive media infrastructure in all major cities of India; our teams are out in the field to look for new opportunities. As described before, we have a dedicated team, consisting of industry’s top professionals, for analyzing market and industry. This team is responsible for analyzing the pulse of the market, every moment, and creates insights for product, marketing and sales team. |
