Archive for the ‘Digital’ Category

These are a few of my favourite tweets….

@gagupta's tweetcloud

  • 12th March 2010: Youtube ad? On front page TOI? Is this a tribute to the power of Print reach in India?
  • 17th April 2010: Note to myself in 2007 on BoP concept. Summarises thoughts of CK Prahalad & Karnani. RIP CK Prahalad
  • 27th April 2010: What is Social Currency? Deconstructing Social Currency – PSFK
  • 24th June 2010: Must read brilliant write-up. Nicolas Mahut and John Isner at Wimbledon: two bareknuckle pugilists
  • 8th July 2010: That Octopus is Bong. His last name is Paul. What he thinks today, happens tomorrow. He stays in a tank and has a swollen head
  • 2nd Aug 2010: The Innovators Dilemma is my first ever paid ebook download from Amazon.

Wake me up when September ends….

….turns out I over delivered on the Green Day track!

Umm, what has happened between February 2010, when I last blogged, and August 2010?

  • Volkswagen did a couple of non TV media disruptions to launch its cars
  • IPL Season 3 went by, and Vodafone  could not repeat the zoozoo success
  • Google Buzz (and some other Google products) tanked

And why did I not update my blog? Twitter is to blame. Its so convenient to micro blog, after all.

But I am back, and hopefully, for good.

Reconfirmation: Print is dying. Long live Print.

Sometime in January this year, I had crossposted a Campaign India blog entry on “the next decade in media for India”.

For print media, my summary of the original post was as follows ” You no longer need brains to predict that print will continue its loss to TV & digital. Agree with Anant when he says cover price of Rs 10 for certain newspapers will not be uncommon eg Times of India Crest. Crest is also early validation that newspapers will move away from reporting (24 hrs delay) and focus more on features. Special interest magazines will continue to grow at the cost of general magazines. Do I see myself not reading Outlook Traveller? Not likely. What about Outlook Weekly? I already read it online,there is nothing that I want to “retain”, unlike Outlook Traveller.

Graydon Carter, the much celebrated editor of Vanity Fair, echoes similar views (albeit in an American context) when he says news on the print medium is DEAD. But niche content, respected opinion leaders (like Vanity Fair) will continue to flourish. You can read his views in detail here.

Essentially the same takeaway “Outlook Weekly newsmagazine is dead, but Outlook Traveller is not”.

Internet Company as a Conversation Company

I have earlier talked about Bought Earned Own (BEO) media. It is widely believed that Nokia was amongst the first marketers that started practicing BEO media principle. This presentation is by Arto Joensuu, Head of Digital Marketing at Nokia. The deck focuses on how the conventional sales funnel is no longer relevant in this age, where conversation is the new conversion.

Slide 30 in the deck is of particular interest. The BEO media is seen through a new lens:

  • Search engine optimization (SEO) aka Own media
  • Search engine marketing (SEM) aka Bought media
  • Social media optimization (SMO) aka Earned media

And brands need to optimize within this space.

What I also found interesting is the comparision of “Yesterday’s Search” (Google) with “Today’s Search” (where search engines are just a slice in the pie). I was recently looking to buy a compact car, and I used Facebook & Twitter, in addition to Google, to find more about the car. While Google gave me “information & data”, FB & twitter gave me people’s views about the car. And those PoV were important for me to take a call. These PoV are essentially conversations, and the conversation helps in the conversion.

So is “Conversation is the conversion” the one line  requiem for traditional funnel?

Collecting data is less valuable than connecting people

Metcalfe Law

Creative words that convey the following message “Why companies like Facebook,Twitter, Ebay and Apple (but not Google) will determine the future of the internet?”

Why indeed?

Sean Parker, a venture capitalist, adds a twist to web 2.0/web3.0 debate. He believes that there are information services like Google, and then there are the network services like FB,twitter etc. And the future lies with the latter. Due to the power of the network effect, the big will get bigger because the value of the product increases  by factor “n squared” as more and more people join in.

The network services core value is facilitating a relationship between people, unlike the information services whose core value is collecting and processing information.

Is that why Google incorporated twitter feeds in its real time search?

Take a look at Sean’s detailed argument here . Also check out the TechCrunch view on Sean’s thoughts here

What keeps people on one site while downloading music?

Interesting link. Orchard,a music wholeseller with itunes & amazon as its customers, executed a pilot with dynamic pricing of tracks,depending on demand. The topline takeaway is that consumers demand “not very popular” tracks, if they are priced low.My personal takeaway, and I quote “Eglen says that means people will stick with one online seller if it has a variety of prices and music.”

I agree with this as I believe stickiness to a music site is linked to the variety that you can offer.

Is mobile internet only about mobile phones?

Morgan Stanley recently released a (comprehensive) report on mobile internet. You can access the 104 slides summary(!) here.

The report starts with a relevant technology trend: Mobile internet is no longer about mobile phones alone. It is a far bigger ecosystem comprising of e-readers like Kindle, tablets, MP3 players like iPod touch, gaming consoles and all possible devices that have started talking to each other. Of course, access via mobile phones,especially in emerging markets, will remain mobile internet’s largest entry gate. This is also validated by another observation in the report that mobile internet is ramping up faster than desktop internet (see pic).

Some other interesting observations from the report:

  • iPhone+iTouch cumulative units shipment in the first ten quarters of launch is the fastest user growth ever  in consumer technology history (slide 42).
  • The scorching ramp-up of mobile internet is accelerated by 5 trends that are converging faster than ever before: 3G/Social networking/Video/VoIP/smartphones. All these are enabling consumer to connect to the internet in far more portable and mobile ways, than the desktop of late nineties.

India, I believe, is on the verge of a 3G revolution. The moment shackles of regulation are broken, India will perhaps have the highest number of 3G subscribers. I would say by 2012. And entertainment (on the move) will be biggest reason for adoption of 3G by Indians using smartphones.

Am ready to take a bet. 🙂