Top Story

e4m_logo.png

Home >> Digital >> Article

It is no longer an 'internet only' world : Rajan Anandan

03-June-2014
Font Size   16
It is no longer an 'internet only' world : Rajan Anandan

The telephone took 100 years to reach a billion users. The TV reached that number in 49 years, while the smartphone took just 8 years to cross this landmark. Speaking at a knowledge seminar on the third day of Goafest 2014, Rajan Anandan, MD of Google India gave a glimpse of a world getting rapidly changed by newer technological innovations. Extrapolating from these trends, he predicted that wearable devices, the new wave in technology, are very likely to reach a billion users in just four years.

“Software and Internet is impacting every single industry. They are going to dramatically change industries as we know them,” said Anandan. To give an example of this rate of change, Anandan pointed out that in a few years most Indians will have at least 6 connected devices. It is no longer an ‘internet-only’ world, he said.

What does this mean for business? The value chains in every industry are getting disrupted because of technology progress. The best example of this, according to him, is the music industry, which has been in turmoil since the advent of digital music formats. The trick is to figure out how your own value chain is getting affected and take the appropriate measures, said Anandan.

Debunking myths that many marketers have about Internet in India, Anandan said, “One of the concerns I have heard is that internet in India doesn’t have reach. With 200,000 million connections, reach is not an issue and brands are also using it to build scale by creating great experiences and bringing offline experiences online.”

Another interesting trend being seen in India, he said, was that the internet was being used not only to broadcast but also to unicast. “Engagement is a term broadly used across platforms. It brings to life everything you can do about your brand,” he said. The internet allows brands to identify and then leverage promotions that have quick ROI. As Anandan put it, it allows you to tell stories beyond 30 seconds.
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.