Excerpts from an interview with Rajesh Jain, the man who almost single handedly brought on the dotcom boom to India after selling off his Internet venture, IndiaWorld.com, to Satyam for Rs 499 crore in 1999.
Two aspects to the Internet – the PC and the mobile.
PC-based access is very much around the 'reference web'. The mobile has the opportunity to be the primary mode of access and interaction for the 'incremental web' and can be used to find directions.
The challenge is to figure out innovative services for the mobile and go beyond the current value added services.
There are life's empty moments and life's ‘know now’ moments. When you are waiting for someone, for example, you are in an empty moment and you can use your mobile to check stock quotes or text someone. In the ‘know now’ moments, you want to know something immediately instead of going and searching on the web.
On the mobile, there are multiple points of interaction such as SMS or an application. On the PC, it is ultimately the browser. On the mobile, information is push based, while on the Internet, it is pull based. So, I can subscribe to content on the mobile. Just like on the Internet, the search box has become the starting point for user interaction and monetisation of the web, my belief is that on the mobile phone, it’s going to be the SMS subscription with a brand of your choice.
So, if there’s a special on the mall in the neighbourhood, you want to know. It's called 'INVERTISING' – ADVERTISING THAT CONSUMERS INVITE INTO THEIR LIVES.
If you look at the macro picture, a vast majority of the people with the ability to spend have a mobile phone. The advertising and marketing industry is not yet recognising this fact. Now, they have to think of building user engagement.
The essence is that each one of us has a desire to create multiple relationships with the kirana store or the book shop in our locality. There are a lot of things in life where it’s more convenient to get things instead of going and looking for them. So, little bits of information are there, which companies need to integrate together. That's where invertising comes in.
Four new media which are coming up at the same time – OOH, FM, Internet and mobile. The mobile, because of its interactive nature, has the greatest potential.
There are five types of campaigns: The first is top of mind recall, which is the reinforcement of an existing campaign.
The second type of advertising is interactive: to drive a response.
The third type of campaign is voting,
The fourth type is where something can be downloaded. So, the ad can have a link which leads to a page or an application.
The fifth is where there can be serial or storyboard ads. We can have a sequential campaign, where there is a set of messages.
For urban India, it's mostly lifestyle and convenience services. For rural India, we have to look at services which bridge the information gap, which are more utility oriented and help in increasing income, and which are livelihood enhancing. For this, we could look at voice services, for one.
The few areas which have great potential going ahead are re-thinking education in India, not just by building another good school, but by using the digital infrastructure and giving mass education to 200 million people in India. That's the greatest contribution technology can make.
© 2008 agencyfaqs!
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