Posts filed under 'Gaming'
Shradha Sharma of Yourstory.com asks the Startup community to maintain that Spark, regardless of where one is in the journey of life. That Spark may be humility or grace, appreciation for others, lending a helping hand etc. Essentially the point she made, and very well so, that in our “Rat Race” for success in life, perhaps we might have forgotten the more human elements, things which bind us together and a feeling of elevation. Shradha was speaking at the recent YourStory event Mobile Sparks in Bangalore.
I couldn’t agree more. In our quest for success, perhaps we might have forgotten to remember some old friends, or forgot the fact that a good night sleep is more worthwile than achieving a Unicorn status. Big statement, but I insist.
I think the subject is about balance. Nobody is saying that one must give up on one’s dreams. But it must not drive consternation to a level that one forgets the basics of humanity – a desire to do good, be kind, have a positive impact and effect larger good. As many have said, a Startup needs to have an objective larger than valuation, or a profit or loss statement. It is about “value creation” at the end of the day, to quote my friend Manish.
Ok, with that, I come back to the startup notes. The recently concluded event MobileSparks by Yourstory had some great speakers from most of the leading firms – Flipkart, Snapdeal, Grofers, Practo, OYO Rooms, Peppertap, SAIF partners, Inventus, Matrix Partners etc.
Here are some sundry highlights from this event :
Freecharge – Initial adoption strategy – Make first transaction brag-worthy. Eg give away a burger for first recharge.
App installs is not a good metric. Transactions is good metric.
OYO is envisioning a future of amazing hotel experience. Some potential ideas :
- Manages entire hotel experience.
- App – does booking. Shows nearby restaurants, gets you cab with Ola cab widget,
- Ops team does background audit regularly of hotels
- Alerts – eg room 345 not audited since last three weeks or 5 acs in a hotel broke down
- Correlation between auditor reports and customer feedback audits auditors themselves
- If AC is broken open ticket to get electrician automatically
- Pre-check in from airport. Submit ID card picture before even you reach.
- Could alert property manager that customer is about to reach.
- Mobile key to door
- Reminder to turn on AC or heater from before. Mobile can store customer temperature preference.
- Connect to WiFi automatically.
- Mobile motion sensors based DND (do not disturb). Check if person is sleeping and motionless.
- Checkout from app. Pay from mobile wallet. Feedback on the go on app.
Matrix partners (VC) :-
App distribution -
- Inmobi ads, AdMob, Adwords
- OEMS like micromax lava etc
- App stores.
- Facebook ads
- Google ads
- App Store optimisation or ASO
Online consultation app for patients and doctors
- Very less doctors in India compared to patients.
- X axis :- Online, offline
Y axis :-
Discovery – find practitioners
Transaction – create transaction
Delivery – participate in delivery or actual doctor patient communication / consultation
Lybrate is in online healthcare delivery space.
- Got doctors first ie supply first. Then demand ie consumers etc.
- Need hooks on supply side to hold doctors while demand builds up.
- Lot has happened in discovery already.
- Transaction and delivery side is left. Healthcare devices can be used. Consumer hardware is big area.
- 70 million diabetes patients in India. Devices for them.
- Revenue model – online consultation commission from user – 5% to 15% of doctor fee.
Piyush Ranjan. SVP. Flipkart.
Key idea :- Build a Cathedral. Not walls or bricks.
Build for phones with no data. SMS or USSD as underlying protocols. Also phone to phone connection.
Reliability is in short supply. Eg IRCTC is not reliable.
Build for the low end.
Building speed as a feature. Eg google suggest and google instant.
A broad base need like education.
So far mostly online classrooms. But how about continuous learning which mimics human whole life ?
healthcare app for doctors and patients.
Started web-only in 2008. Mobile first now.
Mobile search -
2 lakh doctors
2x non metros
UGC declined in mobile though compared to web. Consumers write smaller reviews on mobile compared to web. Struggling with this now.
Helps in locking in supply
20% richer data
10 million searches
Anand Chandrasekaran, Chief Product Officer
- 19 m registered users
- 1.5 L sellers (I am told less than 10000 are active, more on this in a later post)
- wants to achieve 10L sellers in few years (how many will be active ?)
- 5m daily active users
- Freecharge – 2 out of 3 visitors end up transacting
Other ideas that were discussed :
125 million English speaking Indians. Leaves a billion non-English users. Need to tackle them.
300 million internet users in India currently. To grow to half billion internet users in 2-3 years. Mostly via Mobile Web.
August 10th, 2015
Tanzanite is a 4 year old young company founded by seasoned IT professionals with more than 30 man years of experience among them. Tanzanite is an industry front runner in providing mobile application solutions & consultation to its clients all over the world. They are a team of Fifty plus with separate teams for iOS, Android, Windows, Blackberry, PHP, QA & Design. They have developed more than 200 websites and over 500 mobile apps in this short duration. Their understanding of mobile app development environment is easily expounded in the fact that they have 95% customer retention rate and industry best app development turnaround time.
In Tanzanite, team’s typical experience level is 4-8 years in addition to Tech – Architects to guide the team in case they face any road blocks. They also have a dedicated QA team which ensures that every project is bug free (This confidence reflects in the 3 months warranty that they offer post final release).
Tanzanite team has rich experience in niche mobile technologies like Augmented reality, NFCs, iBeacon and Bluetooth low energy, Physics Engines, Complex Mobile Games, Gyrometer, Accelerometer, Camera & LBS/GPS services.
November 18th, 2014
Marketing is very powerful tool that every business model has to deal with, either a small or giant, tech or non-tech, online retail or offline retail. Until you are not spreading your business name, you’re not doing business. The Brand of the business depends on the effective use of marketing strategies, people shouldn’t know you by your name, but by your business brand. Let’s take a look at various marketing techniques.
1. Direct Marketing - Direct Marketing deals with spreading your business by interacting with customers/business executives, face to face. It can be very effective as you are talking with your direct contact inperson, expressing your feelings and emotions that he/she can get very straight idea about your model. It can even be time consuming process as a single meeting can be minimum of 2 hours.
2. Outbound Marketing - Outbound Marketing is what most of them opts for. It gives an opportunity to cover nice number of audience and getting some of them as your loyal customers. It can be implemented by brochures, pamphlets, newspapers ads, etc. You are forcing end customers to view your ads and may create a feeling to go for it. This is an expensive technique as it requires some of your money power to be invested.
3. Inbound Marketing - Its bit reverse process of the previous one. In this form, you have to let your customers reach you for the need of product, instead you approaching them. This process starts in very slow manner but when expands rapidly, you have created a good brand of your business. It can be implemented by Search Engine Optimization(SEO), word of mouth, desperate customer need, etc. This is very inexpensive technique as you are not investing much in spreading your word, customers themselves are doing on behalf of you.
4. Social Media Marketing - A very niche, booming and effective technique that most of them now-a-days are going for. There is no need to prove the previous line as 95% of World Population are engaged at least 2 hours daily in one of the Social Media Site. It can be implemented via some social platforms like Facebook, Twitter, Pinterest, Linkedin, Google+, etc. This technique can be implemented in both the ways; expensive way where you have pay for ads, or in inexpensive way where you can use the platform with limited resources.
5. Newsletter Marketing - A very old and effective technique that most of them are using as their default marketing strategy. Nothing more has to be done here, simply create a mail database in thousand numbers and start sending them the newsletters covering all the stuffs of your business, product, service, etc. But yes, newsletters requires a very useful information that should attract the end customer to open it, read it and redirect them to your website directly. Newsletters can be represented in informative way, graphical way, hybrid form, etc.
6. Article/Magazine Marketing - Don’t get confused with Outbound and this one, both are logically same but physically different. In this one, you can’t cover a large number of audience as Article/Magazine Subscribers are very few compared to newspapers. But, the customers that you’ll get here would be mostly above middle class and professional & luxuries in nature. The company creditability increases highly as you are making a good relationship with the genuine customers and even the cost of publishing is bit higher.
7. Promotional Marketing - One of the great and effective way to attract the customers to your product/site/business is Promotional Marketing. Everyone knows 85% of customers will see the price first then the actual item, whether its branded good quality item or average one. This technique targets 3P/4P of Marketing, that are, Promotion-Price-People. Promotions are the only thing creating a very cut-throat competition, no matter you are able to make Profit or Loss, but what you get is good number of traffic. This can be done by using discounts, deals, offers, coupons, stock clearance sale, etc.
8. Viral Marketing - This type of marketing relies on the message of a marketer being spread quickly through various social networks in order to increase brand awareness. The name viral marketing stems from the rapid spread of viruses in general. Typically, a viral marketing campaign will not last as long as other marketing efforts, but if a company can come up with a good idea for viral marketing and reach the right people, it will become highly successful in a short amount of time.
9. Mobile Marketing - Even this form is emerging along with Social Media/Internet Marketing techniques. As mobiles(smartphones actually) are very common to see in every individuals hand, marketer is targeting a large number of audience. It can be done on all of the Mobile OS platforms and many manner. Showing ads while playing games, showing related apps while downloading one, direct SMS of your new product, etc. There can be even scenario where user can mostly neglect your ad if it doesn’t suits to his/her requirement, and that’s the reason it has to be done in very effective manner giving at least 10% clicks of the target.
10. TeleMarketing - A very expensive way to show your business/product to end consumer is this form of marketing. This includes TV ads and it requires a lot of financial capability and that’s the reason why only big companies go for it. This technique can’t be adopted by mid-level or start-up firms, in-fact it shouldn’t be adopted. The way of displaying your ads is the main thing to concern here, by hook or by crook, you have to convince your consumers that why your product stands out from others, and its done.
Excerpts – Bruce Jones
July 2nd, 2013
Are you looking for new apps to download for your Android device? Here’s a list of our favorite Android apps for May 2013. You will find everything from gaming to personal finance to apps that will protect your personal data.
1. Fruit Ninja – Gaming
To start, use your finger to swipe through new game and classics, fruits will automatically be thrown up in the air and you will need to slice them as fast as you can. Fruit Ninja me seem like a simple game at first, but the speed picks up and bombs are thrown into the mix. Whatever you do make sure you don’t try to slash through the bomb, otherwise game over! Fruit Ninja is a fun and addictive game. You can download Fruit Ninja from the Google Play Store here.
2. Pulse News – News Info
Back in April, it was announced LinkedIn acquired Pulse mobile-news reading app for $90 million. Pulse News app will take the latest from news sources you add and will present them in a easy-to-ready mobile format. Pulse News is similar to Flipboard, and lets users browse stories by source or subject. It can be customized to your liking, and there’s a search function which allows you to search for your favorite sites. This app makes reading news on the go simple and easy. If you find a story that really caught your attention you can save it by hitting the star in the top right hand corner. You can also share articles through LinkedIn, Facebook, Twitter, email and SMS. You can download Pulse News from the Google Play Store here.
3. Pandora Internet Radio – Entertainment
Pandora is an internet radio app that allows users to create customized stations based on their favorite artist, band, or song. You can also indicate if you like a song, and Pandora will program the station accordingly to your likes. Pandora is a great way to discover new artists and genres. When you register with the app, your profile will be public, unless you decide to make it private. You can download Pandora Internet Radio from the Google Play Store here.
4. Vault-Hide SMS, Pics – Privacy & Security
If you’re looking for an app that will protect your photos, videos, SMS message and call logs, you may want to check out Vault. Vault can hide everything from work-related messages to unflattering selfie pictures you don’t want anyone to get ahold of. Personal data is encrypted and can only be seen if a correct password is typed in. Some other beneficial features of Vault include making private contacts invisible and being able to make Vault icon disappear so no one can see that app exists on your device. You can download Vault-Hide SMS, Pics from the Google Play Store here.
5. Mint.com – Personal Finance
With Mint, you can keep all of your personal finance accounts into one place, so its easy to manage your money while you’re on the go. Track your spending, create budgets, and save more money. If you end up losing your device, your app is passcode protected. You can logon to mint.com and deactivate your device access straight from your profile page.
Download Mint app from the Google Play Store here.
-presented from a research and post by Karen Tumbokon
June 17th, 2013
Apparently, Facebook “Home” is not to be, not yet at least.
The Android application launched by Facebook to create an FB overlay on the Home screen of the phone was supposed to be the big bet by FB to control the first touchpoint screen for a smartphone user. But due to poor reviews by initial analysts, Facebook is said to be revamping the FB Home application. The device which was supposed to launch this was HTC One and in US, AT&T was to be the exclusive carrier for this. In UK, operator EE and Orange were planning to launch it. The social network is said to be encouraging the carriers to delay the launch to give the firm more time to create a more palatable user experience.
The battle for the phone user is becoming more intense as time goes by. With smartphones overtaking web users globally, it is of paramount importance for tech firms to own the phone customer and drive more and more smartphone traffic to these firms’ offerings, in order to attract ad revenue and other commerce monetizations.
Without a doubt, Facebook social network application remains one of the top apps on all mobile systems including Apple iOS and Android. But Google, Facebook, wireless carriers and other media are jostling for more and more of user attention on phones as well as real estate on the limited phone screen, which are the next evolution of internet cycle.
Facebook released the following statement on Thursday evening via Engadget: “Following customer feedback, Facebook has decided to focus on adding new customization features to Facebook Home over the coming months. While they are working to make a better Facebook Home experience, they have recommended holding off launching the HTC First in the UK, and so we will shortly be contacting those who registered their interest with us to let them know of this decision. Rest assured, we remain committed to bringing our customers the latest mobile experiences, and we will continue to build on our strong relationship with Facebook so as to offer customers new opportunities in the future.”
HTC First aka “Facebook Phone” (Photo: Courtesy / HTC)
After extremely disappointing sales of the HTC First, Facebook will reexamine the Facebook Home before expanding its operating system to more phones in more countries.
Facebook founder Mark Zuckerberg has said he would’ve rebuilt Facebook as a mobile exclusive app if he had the chance, so clearly offering a solid mobile experience means a great deal to Facebook. In this regard, the Facebook phone was a brilliant idea and makes a great deal of sense — like Google and Android, a true Facebook phone would allow Zuckerberg & Co. to have complete control over the user experience and ad strategy. The HTC First was the company’s first attempt at such a device — Facebook would focus on software while HTC would focus on hardware — but with the phone failing so soon after its initial release, Facebook will need to take a long look in the mirror.
Failure of the HTC First may be blamed on Facebook’s decision to make Facebook Home features too accessible to other mobile users on Android and iOS, or maybe Facebook will realize that the Facebook Home features were not that stellar to begin with.
Facebook has fumbled on mobile before, when it launched it’s first mobile site using the mobile browser channel – with poor user feedback on that approach, Facebook later changed course and focused on more cleaner mobile apps, but this was much later in it’s lifecycle; Facebook mobile has a history of bouncing back. The early years of Facebook mobile efforts were limited to working on a common mobile website version of it’s platform addressing multiple platforms like iOS and Android with one approach. It later realized that that approach did not augur well and got into building platform specific Facebook apps, which have been superb hits since.
The last note above take one back to mobile site vs mobile app debate, which continues to simmer in the mobile development world. So far, it seems, the Apps are winning with many firms (eg Financial Times) having switched from a common http://m.xyz-firm.com approach to custom mobile apps for each mobile platform. More on this later in this space.
(with extracts and ideas from International Business Times article dated May 24 by Dave Smith)
May 26th, 2013
Since the launch of Apple iOS 6, one is seeing major activity in the world of Digital Maps. Both Apple and Google have been duking it out recently on this front. Before the iOS 6 was released, Google Maps was the default map application installed on the iPhones. But map application in recent times has become perhaps the most popular mobile app and hence substantial customer engagement and media sales get initiated with the map experience. The primary fruits of iPhone mapping app were being enjoyed by Google, until iOS 6 came along. With iOS 6 and iPhone 5, Apple decided to take the Map app internal and worked on Apple Maps for this version of iOS, thereby dropping Google Maps as the default Map app on the new iPhone.
In it’s haste to release the Map App along with iOS 6 launch, Apple mapping team seemed to compromise on reliability and accuracy in Apple Maps. The error proved deadly, as the Apple Maps app was widely criticized after iOS 6 was launched, being that rest of the iOS 6 as well as iPhone 5 was much appreciated. Apple Map Apps shows incorrect placement of landmarks and is frustrating mobile users around the world who rely on smartphone maps to guide them around cities.
This resulted in Tim Cook of Apple issuing an apology to Apple customers. Google, with a guilty pleasure, enjoyed the Apple Map criticism. Google has since announced that they are working on a custom Google Maps app for the iOS 6 platform. It is expected to come out before the end of the year.
Why are Map Apps such a big deal after all ? In an App survey conducted by Wireless Technology Forum, Atlanta, Google Maps was rated as the most popular mobile app. That means that navigation and directions via smartphone maps has become the most key use of these phones. One knew that Mapping Apps were popular and widely used, but who would have guessed that Map App is “the” most popular mobile app out there. Especially Google Maps. Obviously, smartphone users really use this app in their daily movements.
Maps are also used for the most cutting-edge of phone applications, that is Location-Based Services or LBS. LBS refers to finding businesses nearby and guiding customer traffic to those businesses. LBS also enables local advertising and shopping. LBS is key aspect of SoLoMo – Social Local Mobile – a concept referring to convergence between local commerce, mobile phones and social shopping.
Maps also facilitate searches now – Search is more relevant if locational aspects are added to it. Search Advertising has been a revolutionary concept and LBS makes Search even more relevant.
When the iOS 6 Apple Maps app faced ridicule, Tim Cook suggested that iPhone customers download Bing or other Map Apps from App Store. Google, of course, had not planned a iOS 6 compatible Map app, until it realized that iPhone users were clamoring for the Google version, after having experienced the cloogy Apple Map App. Apple Map flap has caused many a casualty at Apple office – with many execs including one of the most senior execs, Scott Forstall, being asked to leave. Just today, Apple fired another manager in charge of Map App.
With the Apple Map app mess, other mapping programs have gained eg Embark and Bing Maps.
Mapping wars are front and centre in the smartphone evolution, the various map providers need to check their coordinates in this new war.
November 29th, 2012
SoLoMo (Social Local Mobile) has become the new fad in town for most commerce firms and retailers, as well as technology providers. This concept refers to the idea of enabling hyper-local retail via mobile convergence and providing a social interaction between users and retailers for engagement, sales growth and loyalty.
What are the technologies which enable SoLoMo ? What products provide best of breed solutions in this space ?
Below is a sample list of some of the leading firms / products which offer solutions in this space :-
a) Digby – Leading Mobile Retail convergence solution. They have potentially the strongest Mobile Retail convergence solution and are considered a SoLoMo specialist – Digby solution provides integration between web store / offline store / mobile commerce / social commerce / QR code solution / real time messaging. Digby Localpoint software enables brands to create geo-fences around their stores and other points of interest and embed those geo-fences into the brand’s app
b) Capillary Tech - leading retail CRM / loyalty solution – one of the hottest startups from India, now a global phenomenon. High quality retail CRM / loyalty / retail analytics solution
c) Facebook Connect and Twitter API – for close Social integration to enable Social commerce
d) Pluck from Demand Media – Pluck is interesting as it allows social engagement, social commerce and social loyalty solutions. Pluck enables these concepts via communities, content generation and gamification.
e) Foursquare Enterprise solutions may offer robust gamification solutions – Foursquare is considered leading gamification firm around communities.
f) Groupon / LivingSocial / Snapdeal / mydala – these firms are known for the Group shopping experience and offer LBS capabilities. These are not products but full-fledged startups in the area of Social Commerce.
g) Antenna Mobile Platform / IBM Worklight / Sybase 365 - These Enterprise Mobility platforms offer Mobile app development which can enable a retailer to publish engagement and commerce apps for its customers. This includes Mobile POS on smartphones / tablets, mobile wallet and in-store apps.
h) Telibrahma – Telibrahma has solutions in the areas of virtual reality and LBS, which empower the consumer to have a closer interaction with the retailers. Telibrahma LBS relies on Bluetooth or Wi-Fi proximity marketing to allow retailers to engage the audience in the nearby vicinity.
i) ZipDial – ZipDial provides an intuitive missed call voting and feedback system, which allows a retailer to leverage the mobile shoppers in the store to respond to a retailer survey instantaneously. This helps retailer drive business intelligence and customer feedback about the store experience.
Here are some relevant links in this area :
www.digby.com, http://www.capillarytech.com, http://www.pluck.com/, http://www.groupon.com, http://telibrahma.com/, www.zipdial.com
A combination of the above technologies / products will enable the SoLoMo experience for a retailer or service business.
CellStrat’s next conference, the India Digital Forum on 07th Feb in N. Delhi, will address a lot of the SoLoMo topics and technologies outlined above. Be sure to book your seat today and hear from top speakers in the Social Commerce space.
November 27th, 2012
(from our Bangalore desk)
I attended this conference in Bangalore earlier this week – it was most interesting with hundreds of company execs, entrepreneurs and thought leaders speaking about product innovation, development strategies and emerging technologies.
I will list some major themes I picked up at this conference:-
- In India, next decade belongs to Product development and these will have major impact on business and social empowerment.
- Hiring best practices and product quality differentiate successful organizations and individuals from all others.
- In the new world, individuals and professionals which take initiative and drive innovation will take their organizations to leadership positions. This applies to large and small firms alike. These individuals will be the ones in most demand going forward.
- Design and Image is crucial in the new world – this translates to User Experience and Engagement in all we do. Think Apple or Amazon.com
- The big opportunities are in Smartphones / tablets, Mobile, Cloud, Analytics, Big Data, Social – all usual suspects. These are all big enablers of new innovation and present opportunities for growth. At the same time, these technologies create a level playing field. As a result, larger firms now find that small startups can cause immense disruption in the former’s usual businesses – hence executives in the larger firms must think like entrepreneurs to create new opportunities and ensure customer delight via superb delivery and engagement.
- India has 900 million feature phones and only 10% of these are smartphones. So Mobile Apps and Enterprise Mobility offer incredible opportunity growing forward – this is true of western markets as well, as Enterprises there adopt mobile in a big way for all their applications. Mobile has truly gone from Mobile Also -> Mobile First – >Mobile Only strategy. Now, major new programs and initiatives in leading firms are planning to do a Mobile only strategy.
- Cloud Computing is the new way of doing almost everything in IT for end clients – IT investments are shifting to Cloud at an incredible space – so much so that most new projects or initiatives are looking at Cloud as a preferred solution over an in-house hosting strategy.
- Big Data is not a fad – with all the Social channels and frenetic transaction activity, Big Data is a problem which is growing in size everyday – as such, it offers major opportunities for solution providers and product developers to slice, dice and analyze, in order to achieve actionable intelligence and business decisioning.
- Open source technologies are now fully mainstream and driving major new development.
- Collaboration and leadership are key aspects in driving success. Most new innovation requires good collaboration and partnership skills as well as passion to succeed.
- Naveen Tewari, Founder and CEO of InMobi, said that the three critical factors for success for a startup are :
- Thing Big – you can do it
- Hire the best
- Focus on product quality. Good products sell themselves
- Naeem Zafar, Founder and CEO of Bitzer Mobile as well as more than a dozen startups earlier, said that for each CEO, the main responsibility is “Don’t run out of money”.
- IBM-mers Peter Coldicott (Chief Product Architect), Robert High (IBM Fellow in IBM Watson), and Daniel Yellin (Enterprise Mobility Chief Engineer) spoke about IBM’s Smarter cities program, Cloud and the new IBM super-computer Watson which is making waves.
- Sharad Sharma (ex-MD, Yahoo India), spoke about product entrepreneurs as transformers of the society.
- Deep Kalra, Founder and CEO of MakeMyTrip, spoke about his entrepreneurial journey and the Indian startup ecosystem.
The event is one power-packed event with almost 1300 delegates which included almost 150+ blue-chip speakers and thought leaders from India and abroad. The presence of so many Silicon Valley luminaries seems to indicate that action in Bangalore is accelerating and many westward folks are now looking east to this part of the world for next revolutions in tech and digital.
Kudos to Nasscom, Nasscom President Mr Som Mittal and all the dedicated NPC volunteers for putting together what we consider is a remarkable show.
For more updates from this event, click here.
November 12th, 2012
Almost 1 in 4 gamers say they only play on mobile devices, which account for 59% of all game play, according to an NPD survey. “Many mobile gaming consumers have grown accustomed to gaming for free, making it essential to find the sweet spot for pricing that encourages purchasing by as many consumers as possible,” NPD Group analyst Liam Callahan says. Gamers on average said $3 was a good price for a purchase or an upgrade, according to NPD.
(via Smartbrief of Apps)
October 20th, 2012
Few days back, I came across “Pitch,” a marketing magazine with the cover story titled “Child is the father of Brands.” It had interviews of 20 odd marketers, brand experts, marketers, creative brains, media owners and media planners on how kids are redefining the marketing.
Here, I am summarizing the same along with my views on how digital media is playing a key role in connecting with
this young audience. Indian consumer era has just started and thus new age marketers have started creating their own rules to connect with the young generation in turn influencing their parents and guardians in their purchase decisions.
Digital and social media is playing a major role these days for marketers in influencing today’s generation which
is called the ‘Screenagers’. They live on a television screen, console screen or a tablet screen. Within the digital space, while gaming remains the No.1 activity for a 4-10 year-olds, as you move up the age ladder, social media begins to take precedence over gaming. E.g. Dairy company, Amul has been using the digital space for its range of ice-creams and for Amul PRO, the recently launched malt based milk additive for kids in the age-group of 2-15 years. While it’s Facebook page has close to 500,000 likes, the brand’s websites are also buzzing with activity.
77% kids like funny ads while 60% like ads with their favourite celebrities. In line with this, marketers are vying for tie-ups with animation movies and films targeted at children to leverage the noise created by these Hollywood films prior to their release in the country and cash in on their popularity and exposure. The English animation flick Ice Age-4, for example had associations with seven different brands: MTR, McDonald’s, MCD, Crax Corn Rings, Perfetti Alpenliebe, LG Electrnoics 3D TV and The Mobile Store. For Perfetti, the partnership out with Fox Studios for its marketing campaign was aimed at bringing alive the ‘irresistibility’ positioning of Alpenliebe etc.
Successful brands will go where the kids are – Touch Screens. Adam Shlachter, Managing Partner, Practice Lead, Digital at MEC (a division of GroupM) call children born in last 3-5 years as ‘Gen-S’ or “Generation Screen.” He says, Gen S will never know a world without screens, without being connected, without touch and swipe, or gesture control, or without cameras to capture, interact, share and connect with others instantly. We have all witnessed toddlers navigating a smartphone or iPad better than we can. Thus, marketers, brands, retailers and publishers need to stay relevant to the audience that expects to transact nearly everything on a touch screen. This means, it has become critical for brands to create and redesign sites to render appropriately and dynamically for different screens and operating systems.
Today, 45% of Fortune 500 companies do not have mobile-optimised websites according to a recent study by Interactive Advertising Bureau. But, now it is slowly happening. A number of apps are being created by companies worldwide to engage Gen S in many innovative ways. Examples include learning and literacy apps from education companies like Scholastic or Penguin books etc.
Now that digital media has emerged from it’s infancy, reaching kids has gotten harder. About 48% of consumers
between the age of 8 and 12 spend two hours online every day, according to eMarketer, while 24% of teens between 13
and 17 spend more than 15 hours online each week and also watch TV regularly.
I would like to conclude here by showing some statistics on How much would parents consider a child’s involvement in a product purchase:
||Would not Consider
|Internet Service Provider
|Savings Plan for Children
(Data Source: Cartoon Network New Generations India study 2011)
October 1st, 2012