Indian Social Networking Trends

Comscore, the Global Internet information provider recently released their report on the top social networking sites in India. 

The report throws some very interesting results. To kickoff, Facebook as expected has just stormed its way into the Indian audience with a growth rate of 150%. It had 4.044 million visitors this December. Orkut is still the leader with 12 million page views this December (an increase of 81% from last year) which suggests that though Facebook is edging up, Orkut still has the masses who will probably take time to adopt to Facebook. 

However it’s interesting to notice a slump in the page views of Ibibo.com, which has been spending massive amounts on advertising and marketing this past year. The number of visitors on Ibibo dropped by 50% over the past year. Maybe the guys down at Mothership need to rethink into how to penetrate into their target audience better. They did come up with a number of contests and tie up with various college fests to gain a market share but it doesn’t seem to be working as well as they expected. Similar results are portrayed by Big Adda which has also had a decreased traffic rate of 25%.

Hi5 on the other hand has had the highest increase in traffic with an increase of 180% over the last year. 

Linkedin too has had a steady climb with more and more Indians visiting the professional networking website. Perhaps recession has played its part in directing traffic to this website. More and more people are creating a Linkedin account many of whom are still to leave college.

Gaurav says that he doesn't take these stats too seriously since it fails to recognise the traffic that comes from Internet kiosks and PDA, and rightly so. A huge amount of internet users in India don't own a computer and use it from internet cafes, so I suppose the are a lot more numbers that have to be added to this report which may present a different picture altogether.

Manto Ismat haazir hai!

Last week, as a finale to the TIMES Hyderabad Festival, they had organized a Mumbai theatre group to perform plays based on the works of revolutionary and bold playwrights Saadat Hasan Manto and Ismat Chughtai and was appropriately named Manto, Ismat haazir hai( Presenting Manto & Ismat).

The plays were in Urdu (as they should be) and were well appreciated by the crowd. On my part, someone who is not well versed with Urdu( read the youth and the Gults), it would have been something of a disaster. Disaster because, the USP of the play was the language used, but as such I didn't find the play to be that great theatrically. The dialogue delivery was a little too quick for an amateur like me to understand, but I guess that's how it goes.

The story was quite gripping( if only I could understand it then) and dealt with social issues such as lesbianism, sexuality and war. And for A Woman of a conservative Muslim family or actually anyone to come up with something like that right after partition is something commendable.

But here's the interesting part, despite the just-above average performance, the hall was jam packed. At first glance it might seem like it was because entry to the show was free.

But there was something else.

The play was directed by Naseerudin Shah. And that really had the effect. It really did. What a crowd. Needless to say the management screwed it up by allowing people to enter through one door(when there were 4) because of the shortage of metal detectors I believe.

But I am pretty sure most of the people came hoping to get a glimpse of Naseerduddin Shah, but ended up merely expecting him and never really seeing him.

Advertising works wonders, especially if you attach a big name to it.

Marketing Strategies

In a town like Pilani, where a samosa chat acquires the status of lasagne, the primary food station is a roadside stall (or simply called a redi).

The other day I was sitting at one of these redis and was contemplating over what to eat and I saw him squeeze around 25 lemons into a glass. My eyes just widened. As far as food is concerned my tastes are totally feminine. I love sour foodstuff. So I asked him he could make a lemon soda using that pulp.

“Umm…this has 30 lemons in it. You know that right?” He said in his rustic Hindi.

“Ahuh, imagine how sour it’ll be.” I said enthusiastically.

“I am sorry sir, but I cannot serve you this. I just cannot” He shot back.

And then he went on about how 30 lemons would simply kill me. It would just cut through my skin (him giving examples of how lemon juice can erode walls). He said it was his moral duty to stop me from harming himself.

Oh now we’re on to something I thought.

He continued saying how my health is quite important to him, for I was one of his regular customers. He later said that he wasn’t greedy and that, he could have very well made that mega-lemon soda which would have cost 50 rupees (for lemons aren’t cheap in Rajasthan these days), but then what? Would that make him a millionaire? No. Instead he was at a risk of losing me for a couple of days, which would result in losses far greater than 50 rupees to him (for I eat quite a lot).

There is cut throat competition amongst the BITS-Pilani redis. The redi owners (at least some of them), everything works on trust and honesty. You would rather build a relationship with a customer rather than try to get hold of his money (even if that is what you eventually want to do), for the student is going to be around for the next four years. It makes business sense to tell him that the redi pretty much belongs to him and that money isn’t an issue at all.

Also this particular rediwallah also knows that students can bitch a lot (after all he listens to them all day long as they gobble his food) and that he should provide them with the best service to his capabilities. And this makes them loyal which in turn makes these loyal customers as a sort of brand ambassadors.

Later on, this rediwallah also told me quite frankly how the other redi wallah( his main competition) is totally unlike him. How the other person would have readily given me the killer lemon soda with a smiling face. He also went on to say how in a college since we’re away from out parents, we’re like his children in some respect and it’s his duty to at least warn us before hand.

So by now:

1) He’s shown to me that he’s really cares about my health, for I am his main customer and that my health is quite important to me.

2) His competition is a money hungry leech quite unlike him

There is a reason why this redi wallah is so successful. Today he owns a taxi service, couple of restaurants, yet his major source of income is this redi which serves refreshments to over 400 people in BITS-Pilani. He is the undisputed tycoon here. And how does he do it? He keeps his customers happy and takes good care of them, because only if they are healthy will they spend more money on his venture. What he also does is that engages in some pretty interesting conversation. As a result you end up spending more time and hence more money at his redi.

I am planning to do my Economics thesis under him.

Gone only...

Remember the chatter about the OBC/SC/ST quota last year. The row which made Arjun Singh into an instant villan and increased the number of hits belonging to his name by a crore-fold. Well, there have been some updates to the whole issue. And they're pretty SHOCKING. The supreme court today gave a nod to the 27% of seats to be given away as charity to the OBC's.
According to Rediff News:

A five-judge Constitution bench cleared the Central Educational Institutions (Reservation in Admission) Act, 2006 providing for the quota, by a unanimous verdict...The verdict came on a bunch of petitions by anti-quota activists challenging the Act. They vehemently opposed government's move saying caste cannot be the starting point for identifying backward classes. The inclusion of creamy layer in the reservation policy was also questioned by the anti-quota petitioners.

Well seriously speaking for all the brouhaha about how the nation's population majorly falls into the above mentioned categories, its tough to accept the fact that most of the people giving the JEE belong to the backward classes. Its also tough to accept the fact that when you go to write the JEE, one of the most competitive exams our country has to offer ( though it has become relatively easier), you're basically fighting for just half the seats, which to begin with aren't a substantial amount.

This decision is going to be implemented from the 2008-2009 academic year across the IIT's, IIM's and other government colleges.

The IIM's are going to be the ones losing the most. Seriously the top management institute in Asia cannot have half the seats( which are around a thousand to begin with) going away by reservations. But from what I know, the reservation factor in IIM's comes only once the candidate has cleared CAT, which makes it a somewhat better process as compared to the "easy" way that seems to be case in the JEE.

I guess now the best thing to do would be to switch on the TV. Every channel will be showing the protests and there will be panel discussions and probably some hunger strikes I suppose as well. This will be followed by satires, editorials and what not. The government is really going to get it this time.

Also, I can almost count the number of seconds before I see every person on my gtalk list change his status message to "Proud to be a BITSian". As proud as I am about my institution, I feel this is a concern for all Indians.

Un-social networking

After seeing my Linkedin profile one day, a friend of mine asked me:
“Dude why are you on this website?

I gave him the best answer to my capabilities:
“It’s a professional social network. It helps me maintain relations with other like minded professionals and helps in networking. Isn’t that sort of self explanatory?”

He retorts: “But how has this ever helped you?”

I shot back: “Well, so far it hasn’t to any significant extent but it will later, hopefully.”

This really got to him.

“Dude Rishabh! You know I am sick and tired of Social Networking. Seriously man! Orkut was bad enough and then finally when I got off my lazy tushy and signed up for Orkut, I realised I was a tad bit too late for it for all my friends were now on Facebook.”

Facebook, ah, the plight of so many of us. With its never ending applications and it “uncluttered” look, why it would irk me so much, I wonder.

He added, “And now there’s a professional networking site, Jesus man.”

He continued, “You know what I want to do Rishabh? I want to make an un-social network. You know, what’s the point in doing something that everyone’s doing? I want to innovate. So here’s what I propose: Just leave social networking. Anyone can make friends there. It’s futile. What’s cool is that I give you a month’s time and hundred real life friends and you have to lose them all. Piss them off; ignore them, anything, but after a month I don’t want to see any of their filthy faces in your friends list. Now that seems like something a Venture Capital should be willing to seed. That’s what I am talking about.”

Catch them Young

There was an interesting proposal (which clearly started off as a rant against the system) which my friend concocted as we were talking about the pros and cons of Indian education.

The bulk recruiters ( you know who you are), who visit campuses in huge Volvo buses and simply engulf the students with arms wide open and snatch away a sizable portion of the population only to dump them into their cramped workspace, my friend had an idea for these guys.

For most (almost all) of these companies, the only prerequisite (if any) is that the candidate must be aware of basic C programming and can to a certain extent speak English. And oh yes, pass off that rigorous aptitude test they so carefully set ages to make.

My friend proposes that they should instead hire students (read outsource) directly from the tenth standard (or at the most 12th) for by then the student is highly comfortable with C, C++, HTML etc. I don’t think that the folks at my college who made it to these companies ever learned anything beyond the school syllabus, or even if they did, it’s certainly of no use to the company. The aptitude tests? Surely, a tenth grade student has a better chance at cracking them for he’s a seasoned problem solver (thanks to various comics and dailies). This way the companies can heavily cut down on the costs and also get most of their work done. Students can then learn the other stuff (such as Java and other computer languages) while on the job or can opt for technical courses.
The companies can approach the school authorities formally or ask the bloke in the administrative unit for the student roster (a transaction would take place obviously), quite similar to what web2.0/Insurance companies are using banks for. Or they can even hold their tests on one of the hazaar Sundays in a little hall down the street.
After four years of education if you are going to end up in one of these companies doing the same thing that you learned while in school, then why not go for it right after school?
The point being that the bus companies (for that’s what they truly are) know what they’re looking for, so then why not start off at the grassroot level?

Posted simultaneously on Mutiny.in

Marketing Practice

Okay, now I do understand that you need to market your product in order for it to capture the interest of your target audience. And one way the corporates do it is by showing happy people endorsing the product, or rather showing that the people are happy with the product. But seriously, this happy?
He's not won a lottery you know.
Now German wing knows better and they go for the more sober yet cheerful look. The confident smile and the not-so-tight grip on the notebook shows that the man under scrutiny is quite content with the security a Norton Antivirus provides his precious work with. Unlike the ultra ecstatic yuppie on top, the German endorser looks just the type who would lure potential buyers into possessing one of these CD's and not let them have doubts about the products efficiency.

Guess part of it has something to do with all of us being cynics inside. No one can stand someone being too happy with a product ( Which is probably another reason why we just can't stand Linux or Apple users)