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

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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.

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