The product belongs to the the fast growing Digital OOH segment. We need INR 15 cr for expansion to a fleet of 5,000 radio cabs in year 1 across India.
Tabbie is the world’s first in-fleet infotainment/digital advertising network on 10’ tablets that delivers targeted and measurable campaigns with no ad spillage and therefore guaranteed impressions using our patent pending FTP (Frequent Traveler Program) & IFACS (In Fleet Advertising & Content synchronization) Technologies.
Company: Private Limited
Industry: Media & Entertainment (M & E) / Advertisement / Digital Out Of Home Advertisement (DOOH)
Key Business: Creation of space in DOOH segment of advertising – In-Taxi digital advertising network/infotainment solution
Nature of Transaction: Equity Participation
Purpose: Seed a new venture
Transaction Size: ~ INR 15 – 20 Crores
The OOH Sector is at a nascent stage in the Indian market. The advent of inexpensive digital displays in OOH sector and cheap-to-connect networks have fostered an expansion in the number of outdoor surfaces available for commercial messaging which is inherently more flexible than historical applications of outdoor advertising.
The innate strengths of Digital out of Home advertisement, being a local medium and having a lasting impact, are likely to foster continued interest from the advertisers and is expected to grow at the rate of 30% to 35% in the coming years.
The future will see digital technologies increase their influence across the industry and rapid change in technologies and consumer behavior will continue across all Media & Entertainment segment.
Source: FICCI – KPMG REPORT 2012
PWC –India Entertainment and Media Outlook 2011
Radio Cab Industry
Demand for radio cabs is soaring in the metros and large cities as commuters opt for travelling in well maintained and modern taxis. The radio cabs business has emerged as one of the fastest growing businesses in the Indian transportation sector. Today, more than a dozen operators run efficient radio cab services in cities such as Delhi, Bangalore, Mumbai, Chandigarh, Hyderabad and Pune.
The Company is a Mumbai, India based company committing in developing and executing advanced and rewarding digital applications for the transport, education and retail sectors and thereby infusing technology for a richer user experience. The first application of the Company aims to revolutionize travel in urban India i.e. Tabbie (Tablet in a Cab). Tabbie is the world’s first in-taxi infotainment/digital advertising network on 10’ tablets that delivers targeted and measurable campaigns with no ad spillage and therefore guaranteed impressions using our patent pending (application no: 2/MUM/2012) FTP (Frequent Traveler Program) & (1981/MUM/2012) IFACS (In Fleet Advertising & Content synchronization) Technologies.
They reach taxi passengers one-to-one at a time when they are receptive to messages. Live news, comedy shows, cartoons, cricket, Bollywood trailers/songs and other relevant content are all welcome to idle passengers. In addition, we reach younger, affluent, well-educated men and women in major metropolitan areas. These are coveted, active consumers who affect lifestyle choices and purchasing habits within a wide sphere of influence.
To stimulate the business model, the Company has initiated the project and installed tablets in cabs. The team has piloted the project to generate gross revenues per tablet beyond anticipated levels. It also holds Letter of Intent(s) for installing tablets from major fleet owners of the city. Further, it is in advanced stages of negotiation with several taxi operators/aggregators across the Country.
The Company has introduced this idea to MNCs, FMCG Companies, Fast Food chains, renowned advertisers, automobile Companies, E-Commerce companies amongst host of others and accordingly has built resourceful advertisement content.
Advertisements are displayed on the Tablets only during the presence of passengers in the taxi thereby avoiding ad spillage. (IFACS)
Customisation of advertisement can be done on the basis of the age group/gender/location etc. of the commuter (FTP).
The advertisements are effective as they are customized based on the target customer and also can be accurately measured by our net enabled interactive servers.
The Tablet features 10 inches screen versus a 7 inch adopted by other competitors to not only offer a greater impact of the advertisements displayed, but also a richer user experience
The Tablets will display live content and Google map based adventions that are currently not being offered by the competitors which have a greater impact than pre-recorded content.
Through our patent pending Frequent Traveler program (FTP), passengers can collect and redeem points for every kilometer traveled in Tabbie enabled vehicles.
FTP is structured to provide more points for every kilometer traveled based on information shared by passengers, such as income range, age, gender and so on.
We need INR 15 cr for expansion to a fleet of 5,000 radio cabs in year 1 across India.
Global expansion is also possible through Singapore or Dubai route.
We already have letter of intents for 2,500 taxis in Mumbai and Pune.
Monies required to finance devices, robust ad sales teams and technologies.