The document outlines a marketing plan for a proposed mobile payment app called Yaeni for the United Arab Emirates market. It includes sections analyzing the market situation, competitors, technologies, key parameters, a go-to-market strategy, pricing, promotions, and risks. The plan recommends a code-based QR technology for Yaeni to offer P2P and C2B mobile payments without requiring smartphones or internet by vendors. It also suggests tying up with carriers, organized retailers, and following competitors' models to enter the market.

1. A Marketing Plan
- Tushar Vatsa BITS Pilani, Dubai

2. TO ANALYZE THE
COUNTRIES USING
THE SELECTED
PARAMETERS
TO ANALYZE THE
VARIOUS
TECHNOLOGIES
AND THEIR FIT
TO
UNDERSTAND
THE RISKS
INVOLVED IN
INVESTING
TO EVALUVATE
THE BUSINESS
VIABILITY
TO CREATE A
GO TO MARKET
STRATEGY FOR
THE COMPANY
STRATEGIC
OBJECTIVES
ANALYZED
COMPATIBILITY,
HOST DEVICE
PENETRATION,
SUPPORT
INFRASTRUCTURE &
ACCEPTENCE LEVEL
EVALUATED
STEPS TAKEN
BY
SUCCESSFUL
COMPETITORS
TO ENTER THE
MARKET.
ANALYZED
FACTORS LIKE GDP,
MOBILE
PENETRATION
RATE, RETAIL
SECTOR GROWTH
ANALYZED
USING VARIOUS
PARAMETERS &
INDEXes
IDENTIFIED THE
MAIN RISKSANALYSIS
EXPLODING
IMIGRANT
POPULATION,
DEVELOPED
TECHNOLOGY
INFRASTRUCTURE
MAKE IT AN
ATTRACTIVE
MARKET
THE GOAL OF
THE COMPANY
PLAYS AN
IMPORTANT ROLE
CONSUMER
SENTIMENT, LESS
COLOBORATION
SO LOW VARIETY
OF USE
SMARTPHONES
ARE
PREDOMINANT
TECHNOLOGIES
INVEST IN A
SINGLE
MARKET AND
THEN EXPAND
INSIGHTS
RECOMMENDATIONS
MARKET TECHNOLOGY REGION RISK GO TO MARKET
SITUATION ASSESMENT ASSESMENT ASSESSMENT STRATEGY
Executive Summary

7. Among this sudden boom of Mobile
Payment Services where does UAE
stand ?

8. With just 2 apps – 1 for payments at select premium NFC enabled stores (Beam Wallet)
And another for just paying for Government Services like Tolls, Muncipality Bills, etc
With nothing allowing seamless transfer of cash among P2P or C2B payments not
relying on NFC
DEAD !

9. How to Bridge
this Gap ?

10. Introducing Yaeni

11. A mobile payment app allowing seamless transfer of cash among P2P or C2B
payments with the use of a virtual mobile wallet & QR Codes.

12. Clearly payment via SMS is dominating in both value & volume - a payment method that
doesn’t require internet nor a smartphone.

13. SMS is the least complex & least costly. Also it can work on any kind of phone –
smartphone or not & it requires very less any infrastructure to setup.

14. Yaeni uses QR codes a modern answer to SMS’s. All you have to do is scan your PIN
protected QR code already loaded on your device, linked to your virtual wallet. Then login from
your vendor’s smartphone & approve payment. Here your phone doesn’t require internet & nor
has to be a smartphone, as the QR code is pre-generated, just your vendor needs an internet
enabled smartphone(most of them have one). This way you feel that convenience of paying like
via sms with increased safety.

15. UAE & Saudi Arabia both come at top positions in the
mobile payment index

17. Key Parameters

18. With key issue being UAE isn’t familiar with Mobile Payments as there aren’t many already
existing which can be tackled by introducing a simple & multipurpose mobile payment system.

19. 6,000
8,000
10,000
12,000
14,000
16,000
12/7 12/21 1/4 1/18 2/1 2/15 3/1
Influential Mobile Payment Conversations Surged in 2014,
Following Apple’s Interest in MarketEntry
Net Influence
Score
PayPal contributed 42% of eBay's
revenues in Q3 2013, and PayPal
expects to process $20B in mobile
payments in 2013, a 500% increase
since 2011.
-PayPal, via SeekingAlpha, 12/11/13
Apple is laying the groundwork
for an expanded mobile-
payments service, leveraging
its growing base of users and
the hundreds of millions of credit
cards on file.
- Apple, via Wall Street Journal,
1/24/14
“We're just beginning to appreciate the full
magnitude and possibilities of the Starbucks
mobile payment platform opportunity.”
– Howard Schultz, CEO, Starbucks, via Daily
Finance, 1/29/14
Bank of Beijing Co, a mid-sized lender, announced
a partnership with smartphone maker Xiaomi
Tech on mobile payments and sales of WMPs
and insurance products.
– Bank of Beijing, via Reuters,
2/23/14
MasterCard is planning to acquire digital wallet
provider C-SAM, which already powers
commercial mobile payments pipelines
worldwide, including ISIS in the United States.
– MasterCard, via ZDNet, 2/24/14
0

20. Competitor 1 – Beam Wallet
Relies exclusively on NFC
which is a major setback as
not all smartphones are nfc
enabled also internet is
required for working &
vendor must have an nfc
POS. Whereas Yaeni
doesn’t require a
smartphone nor Internet &
the vendor just requires a
smartphone & not a NFC
POS.
Only available with major
brands & hence limited.

21. Beam Wallet – High reliancy on NFC Technology.
Relies exclusively on NFC which is a major setback as not all smartphones are nfc enabled
also internet is required for working & vendor must have an nfc POS. Whereas Yaeni doesn’t
require a smartphone nor Internet & the vendor just requires a smartphone & not a NFC POS.
Only available with major brands & hence limited.

22. Competitor 2 - MPay
Mpay is by the government of Dubai & only caters
to Government services like tolls, electricity, phone
& water bills. This is a very skewed approach.
We are tackling it by offering payment for all kinds
of services.

23. Among Payment Players, PayPal Leads in Influence, While Visa
and AMEX Have Zero Impact
0.0
0.0
8.7
8.1
6.6
6.2
3.6
3.4
1.7
10.6
12.4
17.4
69.7
197.8
0.0 50.0 100.0 150.0 200.0
MasterCard takes a leadership role through
an acquisition of C-SAM and a series of
partnerships, such as the one with German
telecom companies.
PayPal has had more
influence than all the
other companies
combined
Visa and Amexmissing from the
conversation.
Net Influence
Score

24. 93
202
319
383
487
536
748
1682
1851
0 500 1000 1500 2000
When Influencers Talk About Mobile Payments, PayPal and
Square Get the MostAttention
Influence Score
of conversations
Square garnered a lot of attention for a company that
itself has earned relatively little influence. They’re
getting about 15x more attention than comparable
companies.

25. Technology NFC Code-Based Cloud-Based
1 Examples Google Wallet, Isis Starbucks, LevelUp, MCX PayPal, Square Wallet
2 Required Investment:
Consumer
Moderate: NFC-enabled
smartphone
Minimal: Smartphone Minimal: Smartphone
3 Required Investment:
Merchant
Significant:
NFC-capable POS
terminals;
Software installation and
integration with
accounting system
Moderate:
QR code scanners; Software
installation and integration
with account- ing system
Moderate:
Software installation and
integration with account- ing
system
4 Business Models:
Participants
Mobile wallet providers;
Hardware providers; Tech
providers;
App vendors;
Mobile network opera- tors;
Card issuers/Networks;
Handset providers
Mobile payment provider;
Hardware providers;
Tech providers; App
vendors
Mobile payment
provider;
Tech providers; App
vendors
5 Business Models:
Coordination and
Collaboration besides
Merchants
Critical Less important Less important
6 Funding Sources Debit, credit, and
prepaid cards
Pre-funded accounts or bank
accounts
Bank account and/or debit,
credit, and prepaid cards

26. Clearly Code Based - QR Technology is
the best for mobile payment services.

27. GO TO MARKET PLAN
REPLICATE
COMPETITORS
• Replicate the
model followed by
the competitors
CARRIERS TIE
UPS
• Identify key
carriers in the
regions and tie up
with them
P2PAND C2B
• Offer mobile
payment
solutions in both
P2P and C2B
OFFER VAS
• Using already
existing technical
expertise, offer
VAS services
ORGANIZED
RETAILS
• Tie up with
organized retails
who plan to enter
the market

28. Clearly Merchants prefer using mobile payments than
any other tech

29. Consumers also prefer cashless payments.

30. Leading Edge Retailers Are Testing Programs And Making
An Impact In The PaymentsConversation
3.7
11.2
38.9
46.5
55.4
80.5
0.0 20.0 40.0 60.0 80.0 100.0
Starbucks is doubling down on its mobile
payments business, as we reported in a
recent edition of our Payments Insider
newsletter.
- Starbucks, via Business Insider, 1/31/14
eBay is pushing the envelope in digital payments &
could even eliminate the need for a point-of-sales
system because of its global reach and innovation.
- eBay, via Motley Fool, 12/31/13
Whole Foods announced early Tuesday that it has partnered
with Square to bring Square Register and Square Stand to
select Whole Foods stores around the country.
- Whole Foods, via the Street, 2/11/14
Officials at Chipotle Mexican Grill, which has offered mobile ordering
since 2009, said last week they plan to invest $10 million to further
develop its mobile platform, including adding mobile payment.
- Chipotle, via Nations Restaurant News, 2/10/14
Net Influence
Score
OpenTable announced a pilot program that allows
mobile device customers to pay their checks at
participating restaurants in the San Francisco area.
- OpenTable, via TMC Net, 2/11/14
Amazon is hoping to sell retailers a Kindle-based retail
checkout system likely positioned like Square & other
providers of mobile credit card reader systems.
-Amazon, via WSJ, 1/29/14
Collaborators

31. International Banks Demonstrate Influence, While
US Banks are Noticeably Absent
0.3
0.5
1.2
1.5
2.0
5.1
10.0
24.7
28.8
0.0 5.0 10.0 15.0 20.0 25.0 30.0
Central Bank of Nigeria
Reserve Bank of Zimbabwe
35.0
Net Influence
Score
Collaborators

32. Partners
Category FunctionalRole
MNO
• Mobile app distribution
• Consumermarketing funding
• Customerservice
PAYMENT NETWORK
• Providing payment infrastructure, e.g. MasterCard’sPayPass,
or Visa’spayWave
• Issuing credit cardinto the wallet (American Expressonly)
BANK
• Initial consumercredit accounts
• Issuing the card intothe wallet and service the customer
• Providing Yaeni VisaCash Card
• Enlarging customer basethrough banks’ existing customer
base
• Providing added value services, e.g. mobile banking
functionality(in thefuture)
• Consumermarketing funding
TSM • Full TSMservices
MOBILE WALLET SOFTWARE
PROVIDER
• Providing the wallet managementplatform (license) and
software developmentkit
MERCHANT (MAJOR)
• Enabling Yaenis Pay&Save experience by accepting pay-
ments, providingoffers, loyalty rewards and gift cards
Collaborators

33. Pricing
Yaeni
Consumers
DOWNLOAD/INSTALLMENT AND
USE OF MOBILE WALLET
APPLICATION
Free
$2 per month maintenance fee if account
has not been used formore than 9month
Merchants
ACCEPTINGPAYMENTS Free, merchant standard transaction fees will
not be affected by accepting payments with
Yaeni
VALUE
ADDED
SERVICES
Coupons Undisclosed
Loyalty Cards
Undisclosed, but assumed to charge rental
fees
Gift Cards
Undisclosed, but assumed to charge rental
fees
Banks
CARD PROVISIONING AND USE OF
MOBILE WALLETAPP
$5 per account and additionalcharges for
otherevents
Pricing

34. Promotions
Will market the brand by targeting specific shops
where our target customer will mostly frequent.
Will offer rewards with major brands to attract

35. MITIGATING RISKS
• WELL-
DEVELOPED
PROGRAM FOR
MANAGING
TALENT
CULTURE
DIVERSITY OF
WORKFORCE
FOCUS ON
EMPLOYEE
SATISFACTION
USING
INSURANCE
AS AN OPTION
DIVERSIFY
POLITICAL
RISKS
•
•
•
• HEDGING
WITH
DERIVATIVES
IS ONE
OPTION
APPROPRIATE
SOURCES OF
FINANCING
•
•
•
Resources
and
infrastructurePolitical
•
•
DATA GAP
CULTURAL
DIFFERENCE
Monetary
Issues
• TARIFF
BORROWING
VOLATILITY
OVER
DEPENDENCE
REGULATORY
•
•

36. Infrastructure

38. Processes

40. Created by Tushar Vatsa during a marketing
internship under Prof. Sameer Mathur – IIM Lucknow
(visit www.IIMInternship.com )