Discussions and Workshops are 1 hour sessions suggested and led by Stream participants. Read on for the latest thinking with topics ranging from "Invasive, Disruptive, Irrelevant: Online Advertising Today" to "Will Mobile marketing be the gateway to digital for most brands in India?". For more, go to the Stream Medium page and YouTube. Or for a daily dose of Stream, you can find us on Twitter or Instagram.

Shashikant Kale

HTA Marketing Services Pvt. Ltd.

Digital technology is not a substitute to strong communication idea.

Digital technology is a very effective medium to reach out the audience. It does shape habits and life-style but can not influence mind-sets of people. It is shaped by Culture, Traditions and Complex Socio economy.

Shashikant Kale

HTA Marketing Services Pvt. Ltd.

Too much information. Does it lead to clarity or confusion ?

It is not the size of the information but the use of the information that brings success.

Apoorva Vig

“How can we use the power of technology to preserve the proud past”

Man should be thankful to technology as it has enriched & comforted his life so much. It has added pace, dexterity & know-how to his day-to-day life. Technology is always futuristic and forward looking; which is nice. However, there are things rooted in the past that are important. Say culture, heritage, customs, traditions, values.

Harish Nair


Technology for social good

We live in an incredibly connected world. Global Mobile Penetration was at 96% in 2013.But are we connecting to change the world for good? How can we use connections to create actions to make our world a better place?

Shashikant Kale

HTA Marketing Services Pvt. Ltd.

In Digital age, do we get connected or disconnected ?

It offers comfort, convenience and freedom on one hand but also restricts the personal space on the other hand. No. of friends on Face book and other Social media is increasing, leaving a human being more lonely and incomplete.

Amit Khanna



The changing Box Office Paradigm ,demographics and multiplictity of leisure options will alter the course of Popular Cinema

Hemant Mehta


Each individual today is a consumer, a shopper, a marketer, a creative director, a communicator, a researcher, a media owner, a journalist, a reviewer… all rolled into one. Will the digital consumers put an end to brand management and brand managers? Will they make brand planning and advertising redundant? And the agencies extinct? How will brands manage their unique identities with a billion strong brand managers molding them in unique and individual ways?

Priyadarshini Narendra



What will it mean for media owners, media buyers and marketers when there is no prime time or a prime place for consumption?

Joby Babu

Will Mobile marketing be the gateway to digital for most brands in India?

India as a market is unique globally in:- marketing, user segment diversity, mobile and internet/telecom evolution, marketing evolution, digital adoption and finally mobile advertising. Will Mobile advertising be the real gateway to digital advertising in India? The most expected and talked about migration from offline to online bypassing digital web - is this happening for true in India? If mobile first is to happen or already happening in India, what would marketers like to achieve from this digital entry via mobile?

Raji Ramaswamy


Can e-learning put the kids in the villages back into school and empower them?

Can we use technology to solve the most critical need of the country today- Education. 68% of India lives in the villages. 38% of them 269 million kids are under the age of 15. There is 30% Absenteeism from school. And 19% % of them are currently school drop outs. Its a huge issue that makes the underprivileged sections of the society continue to remain weak. Can e-learning be the affordable answer to building an education system that is affordable, sustainable and fun and engaging for the kids to stay in school. Researches have shown that reading has 40% impact, teaching creates 56% impact while audio visual media creates 95% impact in the minds of the students. The teachers become the enablers and a fun environment is created. All through E-learning software that is based on the syllabus that can get created in any language. All that is required is the minimal investment of a computer, LCD projector, Speaker and UPS. The challenge however will still remain on scaling this up to every school in every village in every state and communicating the benefits of it to the large rural audience and getting the funds to make it happen across India

Suresh Narasimha


Synergizing Technology & Marketing, Are Technologists the challenge?

Are technologists too much focus on results and lack of appreciation for long term brand creation is hindering the adaption of technology in marketing strategies? Lets sit and discuss about challenges and opportunities in working with technologists

Samir Bangara

dot video: the future of broadcasting - long live TV!

A story of two perfect strangers TV and Digital - to be united in the future in a compelling proposition of technology married to content

Apoorva Vig

Information Technology to Inner Transformation: IT to IT

How has technology and innovation led to transformation of an individual,groups and society?

Purvi Shah

Pratham Books

Can disruptive innovation in children's publishing get a story in every child's hand?

For the 200 million children in India there is only 1 book for every 20 children. To make matters more complex most of these books are published in English and Hindi. In India alone there are over 150 languages and dialects. The average price of these books is Rs. 200. And there is no availability of these books as we go more and more rural. Affordability. Access. Better Distribution More content. More indic language publishing. These are the barriers that we need to overcome to ensure that every child in India has access to good reading material. Clearly there is need for disruption in traditional thinking. Clearly we need to throw away the tried and tested methods. Clearly technology needs to play a key role. Clearly collective strength is required. How. What. When. Where. Who....lets put our thoughts together to come up with disruptive models for scale to reach the underserved child.

Hemant Mehta


Sleep with it. Wake up to it. Spend the day with it. Mobile is today one’s identity - omnipresent and inseparable. Add to it the data, entertainment, location and payment abilities. Mobiles will have profound impact on the way consumers inform, decide, entertain, shop and transact. Are we ready for the mobile onslaught?

Vinodh Bhat

Music to your Ears: Brand Marketers Choosing Music to Reach Real Engaged Listeners

The one ubiquitous medium that has existed before written word and will never disappear in the future is music. People across generations, demographics, and lifestyles are incredibly passionate about music and marketers have been aligning with it for years. What have we learned? What kinds of innovation are people are excited about? What does the future hold?

Anurag Gaur

Giving content life

Marketers spend the most money in creating content. A mashup of meta data, content repository, content state management, arbitration engine, segmentation, consumption data and stitching an informed experience at the point of consumption = reusable content, perpetual auto segmentation

Lekha Bajpai

Augmenting the Shopping Chaos

Interactive technologies like Augmented Reality, Near Field Communication, mobile & web, are bridging the gulf between the retailers and consumers. They offer consumers the in-store experience anytime at anywhere digitally and also enhance the brand experience. How will these technologies impact consumers’ expectations from the retail outlets. What does it mean for the traditional sales and distribution structures? Will they make the brick& mortar stores irrelevant? And what will be the role of online retailers?

William Muir

Can the media raise men to respect women?

There are 4.3 billion people in Asia. That's a lot. In India alone there are 230 million men under the age of 18. As many as 116 million will grow up and will hit women, and as many as 58 million will rape women*. Help! This is an epidemic! The most common reason for rape is that men feel that they are entitled to sex, as a result of how they have been raised in communities, and in school; it is an entitlement often reinforced by the media. Is media part of the problem? If so why? And can't we turn the tables and leverage media to raise men to respect women instead? *http://ecf.org.in/DATA

Manoj Kandasamy


Doing business with Digital Natives.

In few years digital natives will become a major consumer set. While we are in the business of marketing TO consumers, digital natives require us to do marketing WITH them. They don't want to be informed, but involved in a brand building process. As an industry, are we prepared for them?

Nishant Rao

What can you do to build a "learning organization" to better embrace change?

We live in a world where change is the only constant...traditional ways of working are being challenged by digital enablers, response times becoming a competitive differentiator (so being reactive is no longer enough), millennials in the workforce are coming in with different expectations etc etc. So what is our role as leaders to better enable & develop our managers / organizations to better embrace and drive change? Should we just hope folks wake up to big shifts already underway or can we better guide our org on this journey? Do we need to rip and replace our talent or can we develop and unshackle our middle management to be the catalysts of change? Three parts to our discussion (all focused specifically with an India lens): 1. Root causes behind the slowness to adapt to change 2. Key elements of our desired future state 3. Passionate yet practical ideation on how to cross the chasm

Priyadarshini Narendra


Technology makes strange bedfellows

How can technology enable marketing brands to collaborate across diverse categories, creating blue oceans in the bargain?

Joby Babu

Mobile - continuation or gradual transition of digital Web : Aren't we killing the core proposition?

It is very natural to think of mobile as the gradual transition of web in digital. Lookalikes - but one more powerful ( Mobile) than the other if used right. No better and engaging advertising medium than advertising in mobile app ecosystem. And a variety of reasons - powerful segment targeting, more engaging native vs vanilla digital advertising modes, primary screen on which most of the time is spent et al - rest for discussion...

Mohit Hira

Hungama Digital Services

Should Brand Conversationalists replace Brand Custodians?

In an increasingly fragmented 'splinternet', with social media chatter impacting long-term strategies, how should brands draw the balance between tactical responses and protecting their long-term tonality, positioning and personality? Is there a role for Brand Custodians who once guarded templated brands? Or is it the age of Brand Conversationalists who must be agile and flexible in a world of staccato stimuli?

Vinai Sankunni

Kantar Global Delivery Centre

Digital Engagement - a content development perspective

Take a look around what is happening online in every 60 seconds. 278K tweets a minute, 41K Facebook updates a second, 2 million google searches every 60 seconds. Its all happening around us. Are our methords & content good enough to engage our customers? Is there really something called Content 2.0? Are we ready to face the 60 second generation? With so much of distractions all around do we need to relook in our approach of doing marketing & research?

Anurag Gaur

Measuring your marketing campaign Mojo

CMO folks face data challenges in a tech driven world. Big Data, Small data, how do you glean insights and take data driven marketing decisions while swimming in an ocean of data.

Shekhar Kirani

Let the best products win

There is a fundamental shift in what "sales" and "marketing" implies in this new digital world. We are starting to see the best products surfacing to fame without involving any traditional marketing/sales and that too with very limited budgets. The distance between good products to its customers is being reduced. The budgets will shift in building better products than marketing. If you look at how discovery-led commerce is happening (e.g. Wanelo, Pinterest, etc.) OR how enterprises are discovering products (e.g. cloud-based products), there is no way to build a great business without building a great product.

Anand Morzaria

Ogilvy Pennywise

How should brands deal with social care?

While brands have started to engage with customers on social media for marketing-related activities i.e. pre-purchase decisions, they are seldom prepared for social customer service i.e. post-purchase follow up. Going about it requires a lot of clarity on various questions including: - What sort of brands need to look at social care seriously? - Should we prioritize whom to engage with -- if so, how? - How can brands map social care to business processes/policies/functions? - How do you measure ROI?

Neeraj Roy

Facebook, Twitter & Social Communities : Brands are now 'Media'. They now need 'Digital Content' to keep consumers engaged

India will add another 400 Million Digital Consumers over the next 4 years. Smart Phones, Tablets, Smart TVs and Internet Everywhere is increasingly becoming a reality. Brands have been actively using Social Media to 'build' and many a times, 'buy' communities with millions of 'Likes' and 'Follow', however, these communities need to be actively engaged. 'Digital Goods' or Content such as Music, Video, Movies, Games, Imagery etc are being consumed in the billions of units. Brands now need to leverage this affinity toward content in a smart and interactive manner to sustain these communities and lead them to transaction. In the emerged digital eco system, Brands are now at the cusp of becoming Media.

Kunal Jeswani

Bringing Technology to the Creative Table

How can technologists help create and shape communication ideas for the new world? Meet Creative Technologist SV Ramanan and see what's possible! Great communication is and will continue to be about ideas that engage consumers and drive them to think or act differently. But technology is changing the channels of communication and the way people find and consume ideas. Everything around us now has the potential to be a medium. Every medium has the potential to be interactive. And every interaction has the potential to use data to make it more personal. When you bring Technology to the Creative Table, you're making an active choice to leverage technology, data and new thinking. You still need to find a great idea... it just may not look like any idea you've seen before.

Manoj Kandasamy


Content creation for MOIA.

Mobile Only Internet Audience (MOIA) consumes content in a completely different way. They gave birth to new type of companies (Whatsapp, Snapchat, Instagram, Foursquare etc) and redefined few (Facebook, Google, Stumbleupon etc), and killed the rest (SMS). Creating content for them requires not just imagination but clear understanding of fundamental human evolution. This understanding resulted in Flipboard and Zite, while traditional news companies were busy creating their web portals. How can we, creators of brand communication, start creating content for MOIA?

Baskar Subramanian

TV is dead ! - Is it the device, service or content ?

We hear it every time, louder every year. The question that needs introspection is TV is different things to each of us. TV is a large screen for some, the cable/satellite connection for others, and for some others it is the soaps and reality shows that keep us glued to our TV screens. Here's a discussion to dissect what TV means for all of us and in the process imagine its future, as we all see it.

Suresh Narasimha


Will mobile redefine Integrated marketing communication?

Mobile has unique capability to integrate across the brand touch points. It integrates with product, media, point of sale. It is changing the face of CRM and driving social engagements. But is there a bigger opportunity to integrate all these on a common platform?

Rahul Karwa



85 richest people have as much wealth as 3.5 billion poorest. How can technology and or Cinema help reduce this dis-balance?

Maxine Schlein


Reaching the unreachable: How India will lead mobile marketing innovation

Mobile penetration in India is rising rapidly on both feature phones and smartphones. This allows marketers to reach people that have previously been difficult to reach. How does this impact your marketing strategies? How is your company preparing for an increasingly mobile India?

Vaasu Gavarasana

Yahoo APAC

Hero ! or Zero ? : A Yahoo-Wharton look at Native Ads

The session will discuss current issues with Native Ads and then propose a framework jointly developed by Yahoo and Wharton School’s Future of Advertising Program

Preeti Reddy

IMRB International


Are there any branding and marketing lessons to be learnt from the success and failures of the AAP ?

Rahul Pandey


Creative Ideas Can Maximize the Potential of Mobile!

Intelligent media buying can help you find the right audience on mobile, but truly connecting with them is a whole different ball game. Static adaptations of main line/ web ads can only go so far in engaging your audience on smartphones (a medium full of Candy Crush, Pandora, and what not!). Creative ideation and media buying are two sides of the same coin. A solid tag team of these two wings of advertising brings about a winning mobile campaign. Witness Rahul Pandey, CEO & Co-Founder bonzai and Kunal Jeswani, Chief Digital Officer O&M, reveals the power of creative ideas in crafting impactful mobile media campaigns.

Purvi Shah

Pratham Books

More mobiles than books in India - can technology be used for better literacy

There are 375 million households in the country and 900 million mobile phone connections but only 1 in every 20 children ever own a story book. How can we ride the technology wave to create greater access to joyful reading for Indian children.

Ashwin Naik

Why is it so hard to give - why all of us want to give our time and money but dont

We all want to help - our community, our charities, our causes, our neighborhood, kids school, local hospital. The list goes on and on. But very few of us get to do something about it. Deep down we all want to give, but its hard. In this discussion, would like to explore and get suggestions on what makes it hard to give, how we can build a giving culture, not out of a sense of duty, but because its the right thing to do. Are there barriers to giving that can be overcome. Can advertising/media help in giving rather than selling?

Venkat Nettimi


The four letter word called 'Data'

What are the challenges of deriving meaningful and actionable information from so-called Big Data. How can media companies (both online and offline) utilize the increasingly vast quantities of data generated by consumers to improve targeting and tracking of campaigns across various forms of media?

Sunil Lulla

Bennett, Coleman & Co Ltd

Brands & Media Houses - The Ultimate Collaboration To Win Consumers & Societal Preferences!

Brands and Media Houses must collaborate to create quality content, which is relevant to the brand, consumers and to society. New models of copyright protection, effectiveness measurement and earnings share, will emerge. Content will still need to be liberated from Brand Manger clutches. Media will need to lose some of 'its sacred' vanity. What are the ways in which Brands & Media Houses can create answers, above regulation, social conservatism to generate mutual economic value and respect. Specially traditional bastions of print, television and radio.

Chris Sakurai

Online video - how will it change the concept of communication in India

Online video is making the consumers sharper and allowing access to more information, quicker. What are the opportunities and challenges that come with this and what can marketers do to win in this space?

Vaasu Gavarasana

Yahoo APAC

The 3 Why’s of Content Marketing !!!

This session examines the 3 different drivers of content marketing, and why advertisers in India need to sit up and take notice

Nusrat Durrani

The Music Experiment: Social Media, Live Music & Creativity- A Successful Case Study

In 2012, Intel and MTV World, a division of Viacom Media Networks, USA, created The Music Experiment, a unique and customized program that connects passionate young music fans to some of the biggest bands of the moment in an intimate and highly creative setting through engagement on social media. The program was hugely successful and just concluded its second year. It has been hailed as a truly multi-platform programs that works on TV, social, digital, mobile and on the ground, creates multiple touch points and deep and meaningful engagement of the audience with the Intel brand, and provides fans with a memorable,and highly creative experience of which they are an integral part. The program has featured bands like Arcade Fire, Disclosure and Santigold and traveled to Los Angeles, San Francisco, Portland, New York and other cities. With social media and live music proliferating the Indian market place, which has a massive youth audience that brands are trying to reach in meaningful ways, this program might be interesting to Stream attendees as breaking new ground in the way that media companies partner with brands.

Neville Taraporewalla


Invasive, Disruptive, Irrelevant: Online Advertising Today

Global advertising platforms do not do enough to respect consumer privacy, and the threats to privacy grow stronger every day.Digital advertising is at a huge risk of becoming too invasive and disruptive to consumers’ online experiences. The rise of mobile and connected devices in different form factors has left advertisers behind as they struggle to create ads that are aware of the consumer’s environment and screen type. Let's discuss future of consumer advertising in the new world of devices.

Girish Nair


The Internet of Everything. How will it Change Everything?

From changes to personal living, society, the environment, how business in every vertical industry is done - how will the internet of everything (IoE )change how we interact with the world over the coming decades? Which problem will no longer exist? Which new problem may it potentially create? What gets extinct due to IoE?

Karthik Srinivasan

Can Warhol’s 15 minutes of fame now be 100 hours of fame?

After all, everything… nearly everything… is just a search away, thanks to the Internet. Access to everything is universal. So, should we consider an extra dimension to the '15 minutes of fame' statement and bring time into the picture? Here's some more context: http://j.mp/bZZ6OO Intrigued? If you are, let's discuss it in the unconference session, shall we?

Unny Radhakrishnan

How Real is Real Time Marketing (Led by Parminder Singh, MD, Twitter)

How Real is Real Time Marketing ?

Saravanan Natarajan

Experiential Marketing - Story telling is the fundamental to all our experiences

Despite the incredible explosion of technology, we all still love stories. Digital Activation has been bridging the gap between offline to online experiences give rise to a new streams called PHYgital, exFEARiential activation and more.. This session will help you peek into some of the coolest buzz in digital activation space

Kshitiz Randhir Shori

Opera Mediaworks

Native Mobile Ads - Do they really connect with consumers?

With Native mobile ad units becoming such a hit topic, is it the real coming of age for mobile? Do they really help in building a genuine sense of relevance or is it just another intrusive ad format in disguise form?

Chris Sakurai

Mobile, your personal smart screen - how India is evolving

How is mobile (and the multi-screen world it creates) changing the way consumers behave and consume data? What is India's position in this? How can India win in this space?

Rohit Dadwal

Attribution Analysis for Mobile and its role in advertising & marketing

With brands in constant need of learning new insights and techniques in order to improve their marketing efforts, the Attribution Analysis Initiative can offer brands unique and ongoing learning opportunities. There is an acute need for marketers to see which mobile vehicles are working best in the mix to accomplish specific goals and how ROI gets attributed across the different vehicles.

Rajendra Khare

Audience, Audience, Everywhere, Show Me Ways to Link ...

Television for long has been the leading medium of advertising in all parts of the world. Perhaps, the ease with which it can be consumed and the way it engages with all strata of society is what makes it the staple diet of viewers. No wonder, it continues to grow while the appeal of print, the other main-stream medium for advertisers is on the decline. However, a major problem that affects the marketers is the extreme fragmentation of television audiences as the number of channels continue to grow. Gone are the days when a single television property like Doordarshan could deliver the goods. Audiences are there all around but they are wide split across a multitude of channels based on language, geography, historical evolution, literacy, economics and socio-cultural context. This makes it extremely hard to tap into vast majority of the audiences in a cost-efficient manner. With the latest advances in technology, large connected television networks are now a new realty which effectively solve this problem. While the audiences watch the myriad channels of their choice, technology stitches these audiences together in a very flexible manner to offer the advertisers huge target audiences on a market by market basis that can be accessed easily. Internet and mobile became a clear choice for advertisers only when large ad networks like Google, Yahoo and Bing emerged and stitched the audiences scattered across a large multitude of content sites and made it easy for the advertisers to find their target audiences in large numbers. A similar capability on television which is a much larger medium in size can have a mind boggling impact on the world of advertising and propel media and marketing to the next orbit. It is a new kind of digital media on the block and hence a subject for interesting discussion and generation of new ideas ...

Suresh Narasimha


Are Indian Ideas suffer from disadvantages

What makes Indian technologies strike right consumer chord? Why does Indian brands are much better of being copycats ? What takes to build a global consumer idea from India?


FRED & FARID GROUP / Paris+Shanghai

Social Media hijack

From where to when / Sense of timing / Fueling conversation

Lakshmanan (Lux) Narayan

Social media : What next, now that the gold rush to build a fan base is over?

Still just counting brand Fans and Followers? Stop now, because knowing the numbers alone won't help. Social Media has become a paradox. Day by day it grows both, vast and clustered with new users and newer social networks. As a consequence, Page Likes and Follower counts are but vanity metrics. In 2014, marketing and advertising cadres can no longer rest brand laurels on growing the first front of the social media audience. Yet even with growing unrest over fan and follower count as a useful metric, no one can deny it is the first number to conquer. Here's the tricky part - once you've painstakingly built up a fan base, what comes next ? What lies beyond 'Instant Judgement' metrics like follower counts for brands to truly adjudge how they communicate messages, connect with consumers and compete with the industry on Social Media?

Nikhil Velpanur


How will you use 3d printing?

[Microprocessors ~ 1971, Personal computing ~ 1977, Cellular phones ~ 1981, The Internet ~ 1982, Social media ~ 2006] Is 2014 the year of 3d printing? Is it a manufacturing revolution or a new order of business or new realities coming to life? Is it hype, a bubble, or fabrications of delusional technologists? Or is it saving lives and changing the world? Most importantly, how are YOU going to use 3d printing? What will you print? Trinkets? Prosthetic limbs? Sex toys? Shoes? Your face in chocolate? What is this future it promises to bring? Where do we stand to adopt it at homes, schools and workplaces? Join a freewheeling discussion, contemplating the infinite future of 3d printing.

Amit Khanna


The Future of Entertainment

How will newer technology,better connectivity and changing socio-economic order shape the entertainment in the next decade and beyond

Gowthaman Ragothaman


Knowledge is available in abundance; What then differentiates? Execution?

Internet and the worldwide web has made knowledge available in abundance and thanks to Google one can search and secure knowledge. Thanks to companies like coursera one can get quality education almost free as well. And thanks to social media information travels the fastest. All this must and have indeed led to knowledge becoming the "Least Common Denominator"...and in a knowledge based economy/market only Execution can be the "Highest Common Multiple

Purvi Shah

Pratham Books

Are Indian publishers geared up for digital publishing?

Traditionally the publishing industry has been wired to think print. Now with the internet and mobile penetration, publishers need to re-wire their DNA. But for children's publishers there seem to be many barriers to scale - unicode fonts, data size for illustration rich books, design, rendering on different devices.....

Nic Dawes

Hindustan Times

Beyond content distribution: how engagement and accountability, drive the new digital journalism

The web, mobile platforms, and social media have an impact on news organisations that goes far beyond the disruption of their traditional distribution models and revenue flows. Increasingly, they are reshaping our journalism fundamentally. New tools, new processes, and new community structures can revitalise a craft that is more important than ever.

Preeti Reddy

IMRB International

RIP Mass Marketing ?

Technology-enabled niche production at affordable costs coupled with crowd funding will allow garage start-ups to produce unique, bespoke products that may trump mass manufactured goods on relevance and novelty. Will this sound the death knell for mass marketers ?

Shailendra Bisht

Kantar, Global Delivery Centre

Six Sigma in Market Research

Thought it will be a good idea to discuss how six sigma can be used as a philosophy in Market Research.

Baskar Subramanian

Indian products, Internet distribution, global scale - are we ready ?

We are part of the largest revolution since the Industrial age, the Internet age which is expected to be bigger with wider impact, where the opportunity is for the whole world to participate. Are we as Indians ready to leverage this new age and expand globally. Do we have the intellectual, emotional and financial appetite to do this.

Prakash Ahuja


Gamification in Education is the new paradigm in teaching !

The advent and availability of low cost tablets is rapidly changing the teaching ecosystem in K12 schools globally -Gamification of learning is adding a dimension in breaking barriers to quality education in improving learning through immersive addictive anytime learning on mobile platforms

Unny Radhakrishnan

Is infinite inventory (in digital) diminishing the value of the exposure ? Is there a real value of exposure ?

Is infinite inventory (in digital) diminishing the value of the exposure ? What is the value of a media exposure - With geometrically multiplying media opportunities, infinite inventory in online and mobile, what is the real value of an exposure (impression) ?

Unny Radhakrishnan

The future of advertising is in the Indian languages -- and agencies are unprepared for the change (Led by Anant Rangaswami, Firspost)

The future of advertising is in the Indian languages -- and agencies are unprepared for the change. (Led by Anant Rangaswami, Editor - Storyboard & Firstpost)

Amol Gurwara

Allergic to spending money on digital products?

Here’s 50 rupees for that special samosa but I need that movie downloaded for free! Despite a rapidly exploding smartphone user base in India, slated to grow to 405 million devices by 2016, we haven’t yet seen an upswing in digital product sales (as reflected in app store revenue charts) yet in this market, proportionate to the huge downloads that we see. More than affordability and consumption, this seem to be a consumer mindset issue. It appears that the bulk of our consumer base is averse to spending on anything that is constructed using bit and bytes. Relatively strong economic indicators don’t seem to be translating into solid digital product sales (games, in-app purchases and other digital content) compared to even smaller markets. What are the factors responsible for this and what drivers will change this eco-system favourably? Are there some product categories that are trending differently? Or are content providers destined to rely primarily on advertising revenue for perpetuity in this market?

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