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Busday gets ‘buzz’ier with mobile

Busday gets ‘buzz’ier with mobile. Category : m-Environment Client : Bangalore Metropolitan Transport Corporation (BMTC) Agency : TELiBrahma Convergent Communications Pvt. Ltd. Background.

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Busday gets ‘buzz’ier with mobile

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  1. Busday gets ‘buzz’ier with mobile Category :m-Environment Client : Bangalore Metropolitan Transport Corporation (BMTC) Agency : TELiBrahma Convergent Communications Pvt. Ltd

  2. Background As part of its CSR drive, TELiBrahma partnered with Bangalore’s public transport service BMTC to promote “Bus Day” organised every month encouraging citizens to commute by bus and support the ‘Save Environment – Green initiative’

  3. Objective • Paperless engagements and promotional activities were conceptualized and developed that motivated consumers to use public transport and support ‘Green Initiative – Environment’ to the fullest • To deliver the message of social and environmental benefits brought in by using public transport • To create a campaign that is far more effective than traditional media strategies

  4. Solution • Mobile as a medium was used to convert the campaign into an interactive engagement rather than a piece of static communication  • Location based ‘Mobile Bus Guide’ was specially created and integrated for the campaign in order to drive public to commute by bus in large numbers • BluFi was the only medium that could be used to reach out to the TG (working men & women) at Bus terminals, Volvo buses and corporate hubs

  5. Solution Bus guide included route guide, location trivia and common interest messages which was offered as a utility value to the commuters

  6. Solution Various media at bus terminals, Volvo buses and corporate hubs were used to educate the users to switch ON their mobile Bluetooth activation messages

  7. Demo Video of ‘Busday’ App • Please visit and view the video of the actual solution recreated for demo purpose: • http://blufi.mobi/apps/videos/Busday.mp4 • Please download the application on your mobile http://blufi.mobi/busday_bangalore to experience the ‘Busday’ campaign

  8. Effectiveness • Our CSR initiative was a great success as it was readily embraced by the public • The reach and execution was effective as the Busday application was used by more than 1, 20,255 commuters in Bangalore • Over 12% consumers on receiving Busday App at our BluFi network locations have travelled in bus multiple times • 9000+ existing usershave referred the activity to friends • Service has been deployed in major transport hubs and 124 hangout locations across Bangalore.

  9. What makes the project unique? • World’s first campaign that used location based messaging to increase consumer awareness • The project is unique, as our solution facilitated content management in moving vehicle - the capability of instant delivery of mobile content (bus routes and timing) via Bluetooth/WiFi enabled consumers to access information while they are on the go • An eco-friendly medium – Mobile was used to promote the campaign • Users could promote the initiative as well as share their concerns on social media via the m-App which created a powerful feedback mechanism

  10. What the commuters have to say about the campaign? “It’s really a useful guide…Thank u..” Mob No: 91990234XXXX “This is a good way to communicate to people about public transport. Kudos to you all” Mob No: 91963234XXXX “Thanks for sending this type of information to public” Mob No: 91984496XXXX

  11. Technical Configuration • Features • Application – Rich interface • Complete information packaged as a single Java application • Ability to download updated info from GPRS/visiting BluFi hotspot • Ability to access the bus routes • Hosting • Hosted on BluFi at bus terminals, Volvo buses and several corporate locations for free download. • Hosted for download over GPRS • Integration Mechanism • NA

  12. Technical Configuration • Editing & Pricing • Free for consumers • Coverage area • Mobile networks in Bangalore • Value added services • The promotional messages as an mApp was distributed at our BluFi network to encourage and drive awareness about the initiative • Service & Support • Completely managed service with dedicated support staff

  13. Technical Configuration • Hardware • Mobile phone • Custom hardware to help consumers engage through Bluetooth and Wifi at specific locations • Software • J2ME and flash based client interface • BluFi platform built using patented proprietary algorithms to provide mobile interface and server side management for distribution • Centralized server running on Linux for management of the solution • Platform • Application is hosted on a Linux based architecture running MySQL database

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