If I could, I would...

I've been trying to get data and failing - so will go with my gut here. As media consumption habits of consumers change, especially with the younger crowds currently soaking up the internet... it would be easy to expect that in a few years time, the major media vehicle would be the internet. With the coming of more sophisticated technologies that allow for packet level inspection, the nature of targeting customer segments would become increasingly sophisticated, requiring equal intellectual sophistication in the defining of consumer segments by marketing teams - this would probably require significant reskilling or even resourcing, as the older economy generation where I include myself, have little intuitive feel on the nature of consumption of the internet by today's youth.

I guess this is the generation gap, except in an accelerated mode with the Delta-T required to elapse between generations rapidly shrinking. In fact on an aside, there must be an analytic measuring the quantum of information received per person per day, the measure of this would be an invaluable tool in making social predictions based on the nature of the information, its tagging and its recipient.

But back to the argument - in addition to the reskilling/resourcing of marketing teams that can fathom and factor the internet impact into their strategies, Ad agencies/media planning & media buying firms too need to reinvent themselves to leverage this new trend to the advantage of their clients. In the competition between agencies for the share of wallet of clients, the domain expertise of leveraging the internet will be the strong distinctive competitive advantage that the victor would bring to the table

The next big killer app

I would like to wager that the next big event on the horizon is "Working from home". Maybe its because I end up doing so much of it! But jokes apart, it does seem to instinctively ring the bell for the next big killer app. I believe that 1 year from now, when Nielsen or someone researches the internet market in India with the question "Why do you use the internet at home", the answer will move from "email & chat" to "working from home".

The mad growth rates of laptops in India as per MAIT's reports (also check out the comment from the folks at Gartner, and this phenomenon is mirrored in Asia-Pac), the construct of the job economy that is driving India's growth, the emergence of the complete high rise verticals, super high speed broadband connectivity - all these point in the single direction of Working from Home.

In the short run, simple VPN applications coupled with conferencing facilities would be the driver of adoption. Over the next six months, I believe that the market would begin to get deeper & richer with web conferencing gaining adoption... and eventually to more serious telepresence applications. The twin problems for the rapid adoption of these would be the "technological complexity" of the product, hence making it inaccessible for the untrained; and for higher end apps, the cost of the equipment will be prohibitive.

In any case, the point here is that the market is at a tipping point for the rise of the Enterprise-Home converged app, which is where Work From Home figures

Cell-Net!

Quite a complete article on the various technologies in the cellphone internet access market. CDMA's superiority is also experienced in the related wireless mobile internet market of datacards on laptops, where the speeds offered / experienced are far superior to other technologies.

But I agree with the author - GPRS really sucks in terms of the speeds it offers on datacards at least. Wonder what the iPhone would use when it comes to India - I think the US market has a CDMA version only as of now with AT&T being the provider.

Public Relations strategy rethink

Actually, the initial interest in this article was its statistics on the Datacenter market and the opportunities that such a market phenomenon creates for telco's such as mine. But then what actually got me to post was the insight into an effective and simple Public Relations strategy to adopt. What I believe is an interesting observation (interesting to the uninitiated such as I!) here is that Company X does a PR jig giving data on its feeder industry, by feeder industry I refer to the industry that is its target segment.

This allows me to redefine our approach to data-sharing-conservatism & the perils of antagonizing my "Investor Relations" group - instead of always wondering what to share and what not to, I could instead simply open up my industry research data on my feeder industries.

So... wait for my name in the press :-)

The Digital Monk rests...