ZoomIn's Photo Prints app crosses 1 million prints, accounts for 30% of orders
YS: Can you tell us more about Zoomin's core offering?
Ashwin Dias: Our model business hasn’t changed since we were founded – we continue to focus on photos, and our business continues to evolve around engaging photo products, scalable platforms and smart devices. We are passionate about innovating on the ways in which people tell their stories, in making the experience memorable and the magic created out of it, lasting.
ZoomIn's online creation tools enable customers to express their creativity and play the role of memory keeper with ease (regardless of their technical expertise). We are known for our super fast service and consistently great product quality. We deliver direct-to-doorstep anywhere in India and globally. ZoomIn’s photo prints and gifts are of the highest professional quality, using world class technology and infrastructure at our state-of-the-art Production Centre located in Mumbai.
YS: What are the revenue channels?
AD: We have two primary revenue channels – Prints & Gifts and Phones & Cameras. The latter was added in 2012 to strengthen our position in the imaging space. We retail curated imaging products on our site and on marketplaces like Amazon, Flipkart, eBay, etc.
YS: Tell us about the app. When was it launched? How has the growth been?
AD: Today, more than ever, your phone is where you capture and share moments. Phones have rapidly replaced the standard point-and-shoot camera. We are therefore focused on building engaging mobile applications that use the photos on your phone (or anywhere else for that matter) to create something meaningful and lasting.
The Photo Prints by Zoomin Android app launched in February 2014 is the first such application. Since launch, we have over 250K installs, shipped over 1 million prints and more importantly, a consistent Google Play Store rating of 4.4. You can see some very positive feedback from the last couple days here.
YS: What worked for the app in terms of getting early traction?
AD: Traction for the app can be attributed to three factors:
Zoomin members – Our biggest support system is our members! Through them we got valuable feedback as the app continued through the development cycle. Once we formally launched, our members helped spread the word.
Launch offer - Each user receives 25 free prints with their first app order. This offer has been a great way to generate buzz online and also give users the chance to experience the service end-to-end. The 'wow moment' for most customers is when they receive their prints. Hence it is essential for us to ensure orders are shipped within hours of confirmation. We see about 40% of users placing a first order (which is far above the benchmark for ecommerce apps) and these users are 3 times more likely to use the app in the future.
Handset manufacturer partnership - We have partnered with Samsung to provide offers on 8 flagship devices including the Samsung Galaxy S5, Note 3 and Grand 2. These offers are available when the app is downloaded via the Samsung App store.
YS: What is on the roadmap for the app and Zoomin as a whole?
We are aggressively expanding our app offering. Some of the key items on the roadmap include new print products that leverage interesting print surfaces, an updated version for Windows Phone 8.1 in collaboration with Microsoft, and a referral program which offers rich incentives to share the app.