The Story of 0 to 1,000,000 Zee TV Mobile App Downloads by Mobilox

The Story of 0 to 1,000,000 Zee TV Mobile App Downloads by Mobilox

MUMBAI, April 30, 2013 /PRNewswire/ --



In a time where mobile applications are being launched in the millions, Zee TV's app -
a mobile solution by Mobilox Innovations Pvt. Ltd. has been able to break the clutter and
cross an outstanding one million downloads!



In a one-of-its-kind mobile innovation, Zee TV converted its existing mobile app for
its newest reality show - India's Biggest Dramebaaz rather than creating a new app for
each of its shows. Innovations as such, have led to Zee TV's mobile app being a part of
the million downloads club - A club that very few India-made apps have been able to enter.



Such gargantuan success comes rarely, especially considering the fact that the mobile
application was crafted for a television program. Zee TVs mobile application consists of
features that will continue and engage the app consumers even after the show ends.



The journey to a million downloads was laden with intricate planning and strategizing.
Each passing milestone required a new way thinking and only when implemented well, such
astounding numbers were possible. Right from the humble first download to the basking
success of one million, Zee TV and their mobile partner Mobilox Innovations crafted unique
app marketing strategies that ensured a success story.



Chapter One - 0 to 200,000 downloads



To facilitate heavy downloads, it is important for app developers to chart out a
sustainable product definition. That means, the mobile app features and sections must be
compelling and appealing to the users in order to register top downloads. With popular
features like 'live chat', 'In app voting' and 'tutorials', Mobilox Innovations took an
important step in right direction in ensure likability to Zee TV's app.



Mr. Akash Chawla, Zee, Marketing Head - National Channels, said, "Zee TV's shows have
consistently topped viewership scorecards, making them the rulers of the on-air space. It
has been our vision to extend this leadership to other mediums as well. It is, then,
gratifying to note that our non-fiction shows have also emerged as the front-runners of
the digital space with their mobile app crossing a milestone of 1 million downloads. At a
time when 'on-demand' entertainment is the order of the day, we have been successful in
providing our viewers with content that has kept them engrossed and engaged. The live
chats and personalized tutorials app features have clearly been crowd favourites while the
easy voting app feature has seen the contestants register a staggering number of votes on
every season of our shows as people connected with them in huge numbers!"



Chapter Two - 200,000 to 500,000 downloads



Zee TV actively promoted their mobile app. By using their primary media - television
effectively, Zee TV created large scale awareness about the app amongst their viewers
which in turn lead to downloads.



To make sure that Zee TV's mobile was visible and searchable at all times, Mobilox
Innovations strategically crafted an app Store Optimization plan. The plan worked wonders
as Zee TV viewers were routinely exposed to the mobile app on all leading app stores.



Chapter Three - 500,000 to 1,000,000 downloads



As the foundation was laid for a successful app, it was then increasingly important to
maintain the download numbers. Mobilox worked closely with the various app stores to
ensure that Zee TV gathered the required visibility to drive downloads - this was only
possible through longstanding app store partnerships and affiliations.



All downloads that Zee TV's app generated were after carefully creating marketing
plans and organic in nature. Meaning, the staggering one million downloads were free and
not paid for! Mobilox Innovations believes that paid downloads would not satisfy the core
objective of facilitating greater brand - consumer interaction for Zee TV.



"A million app downloads means a million new touch-points on the most personal device
these days. Just technology development wouldn't have made it successful. Entertainment
apps that are topical in nature come with a short life cycle but this app crafted for Zee
TV has stood the test of time and will continue to engage users in time to come. Three key
factors which Mobilox focused on helped the app scale to million downloads were - strong
product concept, app store optimization and app store affiliations. Another important
factor considered in crafting the strategy was consumption patterns of the app users. The
Zee TV app underwent necessary changes to keep the brand -consumer engagement going. This
was possible through continuous data analysis from our end. The insights derived from
these analytics were the main contributor to the app's success in reaching the million
downloads mark. Lastly, we will work closely with Zee TV to tap the monetization potential
of the app building on the foundation already laid. Mobilox will continue to add newer
innovations to the Zee TV app and to its mobile app marketing plans to garner multimillion
downloads in future," says, Rohit Kaul, COO Mobilox.



The data analysis conducted on Zee TV's mobile app consumption habits revealed
insights such as - users spent the most time viewing tutorials and participating in the
live chat. Users consumed the various features of the app mainly between 11am-1pm.
Majority of the app downloads take place on Wednesdays, the reason being that the live
chat sessions are unlocked on this day.



The story of zero to a million downloads proved fruitful for Zee TV. With passing
time, more brands will adopt mobile apps as a medium to interact and communicate with
their audience. The onus for creating and executing innovative concepts to catch the
consumer's eye will lie now with mobile experts.



About Mobilox Innovations Private Limited



Mobilox Innovations Private Limited has been conceptualized as the first Mobile
Solutions Company of India with a vision of getting mobile as a media its due credit. As a
company, Mobilox, focusses on Mobile Technologies, with a vision of helping Brand Managers
and Marketers use Mobile as a medium of consumer engagement, marketing and advertising
platform as well as enterprises to use mobile as a key device across various internal and
external processes e.g. sales force automation, delivery management, employee management,
travel expense management. Mobilox is offering technology solutions around Mobile Apps,
Mobile Web, SMS and Voice Marketing, Mobile Games, Location-based services.



Mobilox USP is that they not only suggest ideas to the enterprises but also execute
the same with high quality and ensuring the value proposition of the brand is injected in
their customers DNA.



Mobilox Specilities:



Conceptualization, Execution, Marketing and Monetization of Mobile Properties (Mobile
Apps, WAP, HTML 5, Mobile Games, SMS and Voice Marketing, Location-based Services)



Primary Media Contact: Vishwajeet Sukhija, vishwajeet@mobilox.co.in,
91-981-968-3195




Mobilox Innovations

CONTACT: PRN


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